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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.

Entering a New Decade: What Changed Over the Last 20 Years?

As we approach the end of the 2010s, I’ve been speaking with several clients about building out campaigns that center around the end of the decade. This includes reflecting on the last 10 years for their respective industries as well as organizations and developing predictions for the next 10 years.

With this idea top of mind, it led me to reflect on the last decade for the communications and media industries. There are some obvious changes that are frequently discussed, such as the proliferation of social media, the shrinking sizes of newsrooms, and the importance of digital media. However, in addition to this, I conducted research on other big changes and came across this infographic, developed and published by MSR Communications and shared on PR Daily.

The infographic, “PR in 1999 and 2019: A 20 Year Retrospective,” looks at headlines from 1999 and 2019, the shift in the media landscape, PR metrics and more. After reviewing this graphic, a couple of topics stood out.

Metrics and Reporting

Metrics continue to be a moving target and I’m not sure if there will ever be one clear way to define success. In nearly every meeting with a potential client and/or new contact, we are asked about how we measure success or define value. It’s an excellent question and the answer is: It depends on the client’s business objectives. Our activity is driven by those objectives and from there we work with the client to define what would be most impactful for their organization. This can include tracking the quantity of articles, the quality of articles, share of voice, SEO, etc. You can find more ideas about defining success here.

New Roles for PR Pros

The infographic lists several of the roles of PR professionals in 2019 including, content creator, social media expert, blogger, graphic designer, podcaster, etc. With digital media, social media and the growth of podcasts, PR professionals’ responsibilities go far beyond traditional media relations. While this is still a large portion of the work executed, it is critical we think creatively about how to maximize material and how to leverage it across multiple platforms. For instance, a byline drafted for publication should also be shared across all social media platforms. To help it stand out, it should have engaging images or unique data. Then, to maximize its value, it is important to find other opportunities to leverage the content, such as a speaking submission.

The last 10-20 years led to significant changes for PR professionals and how we conduct work. Currently, there are several trends influencing the industry that weren’t mentioned in this particular infographic, including the distrust of the media or the need for contributed content, that may have lasting impacts on the role of PR professionals. There’s no doubt the industry will continue to evolve and I’m eager and curious to see how it will change over the next ten years.

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Modern Thought Leadership

The Holmes Report recently published an article about the evolution of B2B thought leadership that got me to click through and read, and now write, about it. As PR professionals, we often spend time defining what a thought leader is for clients and explaining how we establish their thought leadership platform. But, what does it all mean?

The article titled, How B2B Thought-Leadership Can Regain Its Meaning, highlights the evolution of the communication channels available for thought leadership activities and argues the foundational elements of the strategy have not changed.

To understand the future, I think it’s important to get grounded in the foundation of the definition, as thought leadership can take so many different forms. For the purpose of this blog, I am specifically speaking to the concept of an individual or firm that is recognized as an authority in a specialized field and whose expertise is sought and often rewarded.

While it seems fairly straightforward, the article cites thought leadership as “arguably more complex than ever thanks to the array of digital channels at our disposal.” With an unprecedented number of ways to share ideas brings potential to diversify but also the challenge of developing a broad mix of content formats.

As such, the story line of regaining its meaning and the underlying importance of understanding the evolution of thought leadership will help all of us PR pros stay ahead of the curve.

Cutting Edge Platforms

There is no end-all, be-all winning ticket channel that will skyrocket an executive’s thought leadership platform. Instead of succumbing to the FOMO approach of being everywhere at once, the platform choice should be informed by who they are trying to reach, and how.

While some channels will have overlap and compete, each channel serves and delivers an entirely different experience for the audience.

Cheryl Wadsworth, director of global communications at Rapid7, a Boston-based software company, doesn’t see the channels competing. “They each serve a purpose and deliver an entirely different experience for the audience.”

A blog invites engagement with the author through comments and discussion, while a podcast “can serve up a variety of opinions on a topic and examine that topic very deeply depending on how it’s structured,” she said. “There may be a case to have both in your thought leadership toolbox.”

We often counsel clients on the importance of identifying the platform that the executive is most comfortable with and that aligns with their brand, while reaching their target audience, rather than chasing the next shiny object just because your competitor is.

Today’s Thought Leadership

The fundamentals of thought leadership haven’t changed, but the content has evolved to be pithier and more actionable. This brings me to the importance of balance. Balance is key. While it’s important to be aware of the new platforms to which your target audiences are paying attention, it’s equally as important not to be everywhere just for the sake of it. Stretching the strategy across too many platforms can dilute the impact of the message.

Modern thought leadership, surmises Amanda Bohne, vice-president of marketing at AppNeta, another Boston-based software firm, is essentially about “the ability to identify, understand and share intelligent views about the macro trends in an industry so that your audience sees you as a visionary or resource on topics that matter to them.”

In essence, thought leadership is about adding value. In practice, this means offering unique perspectives that are backed up by real-world examples, case studies and data.  

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5 Ways PR Pros Can Increase Their Professional Value

When it comes to the leading PR professionals in our field, the best continually look to get better.

This isn’t limited to the world of PR – it’s true of successful individuals in any trade. Entrepreneurs such as Bill Gates and Warren Buffett are avid readers and noted continuous learners. Walt Disney was constantly focused on improving the experience for patrons at Disneyland. Increasing your knowledge and strengthening any vulnerable areas is how successful people remain successful.

There’s always some area of professional development in which we can improve, be it something like tracking analytics or enhancing client relations. And opportunities are available for those who seek them. Here are five ways PR pros can continue to grow and increase their value around the workplace.

1: Establish Where and How You Wish to Grow

As with any excursion, it’s important to first pinpoint where you want to go before charting your path to getting there. Identify the specific areas in which you’d like to master or grow stronger professionally – and don’t be afraid to be ambitious. Think lofty and set objectives accordingly that will guide how you’re progressing toward this goal. Maybe your focus is business development and one of your goals is to secure new business and bring a new client into your PR firm. An objective toward that goal could be to attend two or three new business events a month to track down leads for new partnerships.

2: Network, Network, Network

As Kima Greggs said on HBO’s The Wire, a policeman is only as good as their informants. Similarly, a PR pro is only as effective as their business sources. Networking is invaluable to finding new business leads to pursue and bring into the fold. It helps you stay current and up to date on any developments that occur within your industry. In addition to expanding your social tree, networking with other PR professionals can lead to informal brainstorm sessions with other individuals who are targeting similar customers. This can help you learn new solutions to common workplace challenges and new approaches to business projects.

3: Stock Your Reading List

From books to blogs to trade pubs and email newsletters, there is plenty of literature at your disposal to help with professional development. You can scan periodicals and PR blogs like PR News Blog, Spin Sucks and Ragan’s PR Daily for reports, how-to articles and infographics on the latest industry news and happenings. If you’re hard-pressed for quality reading time, you can turn to a host of podcasts to bring you up to speed on industry trends and developments. Whichever your medium, make sure to employ the resources you’re most inclined to use. You can seek these resources out or have them delivered to you via subscription or notification to your home, office or inbox.

4: Attend a Workshop or Conference

Whether you’re looking to brush up on crisis management skills or learn more about emerging industry topics and trends, single-day workshops and conferences are available for enterprising professionals looking to further augment their skill set. The Public Relations Society of America offers a list of upcoming training events and conferences, both online and at various locations across the country. Your local PR network can also be a resource in this area – find what’s taking place near you. These events can help spark learning and creative practices for you to apply in the workplace. And for bonus points, attending these events can serve as a tremendous networking opportunity.

5: Take a Course and Get Certified

There’s no better way to broaden one’s skill set than to go back to class, and in this day and age, education can be quite accessible. PR pros can enroll in online courses or research video tutorials and TED Talks on the web. To make sure you’re targeting subjects and themes that will provide the most value, identify areas in your field that are in demand. Pursue those areas and consider certification. By earning professional certification, you’re receiving tangible proof that you’ve broadened your skill set. Should there be a course cost, chances are your employer will take care of the bill. Additionally, continuous learning helps you grow your professional network and can lead to other new opportunities.

 PR pros are capable of achieving amazing results, so long as they continue to push themselves outside of their comfort zone and further develop their skills. Albert Einstein said, “I have no special talent. I am only passionately curious.” Find your inner curiosity for the things you have yet to master and let it drive you to new peaks.

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Amplifying Delta-Q’s Move Into Mid-Power Charging

As industries around the world become more conscious about their carbon footprint, a growing number of industrial equipment manufacturers and players in the global supply chain are replacing internal combustion engines with electric systems.

The investment in sustainable equipment is increasing the global demand for lithium-ion batteries that have long life expectancies and reduce emissions. When companies evaluate battery options, selecting the right charger is equally as important to ensure the equipment is efficiently, accurately and safely charging batteries. Without safe and efficient chargers, equipment operators and end users can incur added maintenance and operating costs, as well as reduce the life span and performance quality of their equipment.

Our longstanding client, Delta-Q Technologies (Delta-Q), a leading manufacturer of industrial battery chargers for lead acid and lithium-ion batteries, helps equipment and battery manufacturers practice safe and efficient charging. As a result, Delta-Q has become the supplier of choice to many of the world’s leading manufacturers of electric vehicles and industrial equipment.

We’ve had the opportunity to raise awareness around how Delta-Q is helping manufacturers around the world electrify their equipment to achieve global sustainability goals. Delta-Q has played a crucial role in the success of many leading equipment manufacturers’ sustainability efforts.

Delta-Q was founded 20 years ago and has built a global network with its chargers used in more than 1.6 million electric vehicles and industrial machines. This month, we helped Delta-Q announce another exciting solution, its stackable charging software. We worked with Delta-Q to position the news as a milestone announcement through the company’s move into mid-power charging solutions.  

This has been and will continue to be an exciting year for the 20-year-old company. Below is an overview of the coverage we secured to build awareness around Delta-Q’s stackable charging solution and its impactful role as an electrification partner to global manufacturers.

Stackable Charging Software

To learn more about our work with Delta-Q and in the industrial equipment industries, check out the following blog posts:

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Tips for CMO Longevity: Collaborate, Secure Buy-In and Leverage Expertise

Data has shown over the years that the C-suite role with the shortest average tenure has been the chief marketing officer. A recent article in the Wall Street Journal reported the average tenure of a CMO slipped to 43 months, whereas the tenure of other C-suite executives is on average longer, with CEOs’ average tenure reported at 88.4 months and CFOs’ average tenure at 63 months.

Given the relatively short tenure of CMOs, it was not completely surprising to see data from Deloitte that found CMOs are the least confident members of the C-suite. Deloitte conducted a survey and in-depth interviews with 575 Fortune 500 C-suite executives to examine perceptions on “CMOs’ contribution to corporate decision making, why CMOs struggle to find their voice in strategic conversations and how they can achieve their place as enterprise wide strategic leaders.”

If on average turnover in the CMO role takes place every three and a half years, that can cause disruption or shifts to the organization’s overarching marketing strategy. As a result, CMOs aren’t then in a position to see the impact of their strategy over time.

The researchers offered some guidance to CMOs:

  • Collaborate with other C-level executives – this can facilitate buy-in and help ensure those other executives know, understand and hopefully support the strategic initiatives the CMO is driving forward on behalf of the enterprise. This also offers an opportunity to validate the strategy and secure additional strategic input from other executives – leading to a more informed strategy.
  • Leverage knowledge of customer journey and experience to help inform and guide peers on the executive team, who tend to lean on the CMO for their expertise. The CMO’s depth of knowledge of the customer can be instrumental in helping other C-level executives be successful in their roles. And by helping peers achieve success, CMOs can foster support across the executive team.

We, too, are strong advocates of securing buy-in and dedicated a chapter in our book, “Strategic Public Relations: 10 Principles to Harness the Power of PR,” to the topic. This section includes a side-bar interview with Bruce Patton, cofounder of the Harvard Negotiation Project and coauthor of the best-selling book “Getting to Yes.” Patton offers the following guidance:

“If you don’t have buy-in or agreement, people won’t be very enthusiastic, and their behavior won’t be consistent with your goals.”

He goes on to state:

“It’s a mark of a competent person to understand there are often multiple ways of looking at a situation and that each might have integrity. There’s a lot of ambiguity out there, and there may be more than one path that leads to success. It can also be profoundly unsettling to have doubt about whether we’ve got the right answer. Often, we want to feel certain there aren’t valid objections and that there’s no chance of making a mistake, and so we don’t want to hear different points of view. If you see the world this way, you’ll have a strong incentive to bully people into not raising objections, but you’ll also be hiding from the complexity of the real world.”

Collaborating, building consensus and leveraging expertise for the good of the executive team will help elevate the importance of the CMO and visibility within the organization, and ensures everyone is working toward the same strategic business objectives.

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Minimizing Cell Phone Distraction in the Workplace

A recently published New York Times’ article featuring economics reporter Conor Doughtery, “How to Turn an iPhone Into a Work-Only Tool,” explores how this NYT reporter recognized the side-effects of constant technology use and made the necessary change of removing his cell phone’s social media apps to offset a problematic work-life balance.

In a 2018 Udemy report, 58 percent of survey respondents indicated they do not need social media to do their jobs yet feel they need social media to make it through the day. The report also points out that 86 percent of people recognize Facebook as a workplace distraction and out of the various social media sites, 65 percent ranked Facebook as the platform that distracts them the most, followed by Instagram at 9 percent, and Twitter and Snapchat at 7 percent.

To mitigate phone distraction, 43 percent of workers turn their cell phone’s off during work hours. While this tactic works for some, others, including myself, worry about the missed emergency phone calls while their cell phone is turned off. This is where Conor’s strategy comes in handy.

As a journalist, Conor keeps news apps such as The Wall Street Journal and The New York Times, along with Audible, maps, airline, and service-oriented apps, on his phone. Everything else is disabled, including his Internet browser. He describes his largest struggle with hosting social media apps on his phone as losing track of the time spent on his apps for pleasure versus work. Now he spends his extra time on things he enjoys including skateboarding and video games.

Conor also explains that he still uses his phone a lot but not as much as he used to, given there is no more “endless stream of [social media] feeds.” While many reporters spend time on social media, he spends his time unearthing great story ideas by reading hyperlocal news, his niche approach compared to other reporters.

Reading is not the only part of Conor’s job. Interviewing is equally important, and he admits to a recent, pricey addiction to an app that transcribes his recorded interviews for $1 per minute.

It may not come as a surprise that social media is a major distractor at work. While Conor’s strategy of removing all social media apps from his phone has worked for him, there are less drastic changes one can make to diminish the urge to check your phone during the workday.

  • Create an “off-limits” folder in your phone. This will help you categorize the apps you should stay away from during the day. It’s not necessarily always social media apps. For example, if you have a hard time staying away from Amazon, news or sports apps, file them in that folder. After work, give yourself a set amount of time to browse through these apps.
  • Turn off your phone’s notifications. I have personally done this and can attest that it dramatically decreases the time I’ve spent on my phone during the day. When there are no notifications popping up on your phone, there is nothing that needs to be checked.
  • Set up “do not disturb” times. If your phone is up to date, you more than likely have the choice to set up “do not disturb” times. Take advantage of this and stop the distraction.

 As the urge to continually check our phones increases in today’s social media frenzy, adopt personal guidelines to keep yourself on track during the workday.


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