Creative Public Relations for a Digital World

I am chagrined that I am even writing a post that relates to a family’s continuing history of tragic events, and the cringeworthy way the news media will play the story. But, alas, premature death has claimed another Kennedy.

Some people can tell you exactly where they were when JFK was killed; others, his brother Bobby, and for a different generation, JFK, Jr. But, what each of their deaths has in common beyond a legacy of enormous sadness and the question of  how much tragedy is a family supposed to endure, is the way this recent passing (of Robert Kennedy Jr.’s estranged wife Mary) will be covered by the press.

I haven’t really looked yet, but let me put it out there and we will see if I am right. After examining the cause of Mrs. Kennedy’s death and the surrounding speculation with some who are “close to the family,” there will be speculation ad nauseum on her life and substance abuse issues by mental health and addiction experts. These interviews will be all over the morning shows, the “Datelines” of the world etc.

I predict then to hear from the ubiquitous Dr. Drew, other self-appointed experts, or possibly even Kennedy scholars (Doris Kearns Goodwin, you’re up!) to put the tragedy into perspective or speculate on the political future of the family’s newest generation. When he is ready, Robert Kennedy Jr. will no doubt speak, with heartfelt loss on behalf of his children. This used to be his Uncle Ted’s role.

Then the tabloids and TMZs of the world will look for dirt and talk about all the other Kennedy scandals, from Mary Jo Kopechne to William Kennedy Smith to the recent Douglas Kennedy (brother-in-law of the deceased) skirmish in the neo-natal ward.

It will never end for this family. Recently a woman who interned for JFK revealed details of a salacious affair, — 50 years ago! Lest anyone wonder why there are 4-5 competing gossip magazines going gangbusters at any time, Kennedy stories have always had a place.

They were Camelot, “U.S. Royalty,” but cursed, some would say. I know one thing: when Mick Jagger sings, “who killed the Kennedys, after all it was you and me” in “Sympathy for the Devil,” the “you and me” are all who can’t let them die, or grieve, in peace.

A guest post by networking and PR pro, our very own George Drucker.

Which would you rather do? Make cold calls and send emails to names from a directory trying to convince them that they should see you and your agency; or send one email that says, “So glad we met recently at the Jones party; it was really great fun.”

That line can say it all. Every person you meet, every individual you say hello to, every function you attend, is a bonafide networking opportunity. It’s a unique chance to engage with people and learn about them, who they are, where they’re from, what they do, where they work, where they went to school, their interests and hobbies. Networking can be done so naturally. After each brief encounter, you exchange cards, follow up with a breezy email and, voila! A budding relationship. A networked connection. And you didn’t even have to go to LinkedIn!

What are the keys to networking success?

Engage with people every chance you get. As noted, every encounter, every handshake, every greeting is a network opportunity. And when you have the chance to engage and get a dialogue started — make the person you’re speaking to feel you’re interested in them, what they have to say, what they think or feel.

Ask questions, and listen to the answers. You’ll be amazed how the conversation can smoothly, logically flow when you listen. There’s also an axiom here; most people (not all, but most) like to be asked about themselves, and talk about themselves when engaged in natural, tactful conversation. It makes the individual feel the person asking the questions has an engaging personality, and a genuinely likable persona.

Check your ego. Most people don’t want to spend time with someone who seems to love talking about themselves. People like dialogues, not monologues. That doesn’t mean when you think of a personal anecdote relevant to the conversation that it shouldn’t be used, but just don’t let it lead to five minutes of talking about yourself.

Get out there. Everyone has that moment at a cocktail reception, a dinner, or a party, where you’re standing alone, seeing others chatting away in twos and threes, and you think “I hate this. I don’t know anyone,” or “I feel out of place.” Stop right there. Instead, get over that fear and think “there are 60 people here that I don’t know, and I have the unique chance and great opportunity to make 60 new connections, acquaintances, maybe even friends–with a whole new world of of people.”

It’s the art of the network. Use it to your benefit.

I was all set to wax rhapsodically about some moms who had earned terrific PR for deeds well done this year. Then the Tanning Mom appeared, followed by the Stripper Hot Dog Mom and in an entirely different category, Linda “I don’t get out of bed for less than $10,000” Evangelista and her outrageous child support demands!

So instead, I offer up some free PR advice for these and other “moms behaving badly.” There may not be redemption in the court of public opinion but at least their kids may still have fond feelings for them. Now, heed these words!

For the “Tanning Mom”

Stop tanning immediately.

Come clean about what really happened with your young daughter at the salon and if there really was “fire where there was smoke,” apologize!

Have fun with the critiques such as SNL and the terrific Kristen Wiig impersonation.

Milk your 15 minutes in a smart way. Get involved with the Skin Cancer Foundation and speak out about the safety concerns associated with tanning; conversely, you could explore a spokesperson gig for a self-tanner or bronzer brand!

For the “Stripper Hot Dog Mom”

Stop offering sexy additions to your menu.

Put on some real clothes.

But not right away…this may be an instance of “any publicity is good publicity.” Curiosity-seekers ought to drive business through the roof!

Stick to cooking.

For Linda Evangelista

Try to wear less than $5,000 of luxury accessories for your day in court. You know, look needier!

Put some of that cash to good use and start a foundation for children of single supermodels or, in a more serious vein, children of disadvantaged single-parent homes.

Get ready for more critiques and arm yourself with “key messages” that don’t make you look so greedy.

Take the high road and only speak kindly of your child’s father; you want this out of the news cycle as quickly as possible.

Any other words of wisdom you’d like to share with these moms or any other moms?

The secret behind a great media interview? Sometimes, it’s the humble briefing book. Prior to a media meeting, most PR pros prepare a thorough briefing book to introduce a client or spokesperson to each individual outlet and interviewer. In “The Devil Wears Prada” the “mother of all briefing books” was an actual volume that Anne Hathaway used to make Meryl Streep brilliant in any receiving line.

In the hilarious new HBO comedy, “Veep,” the briefing book used by Vice President Selina Meyer (Julia Louis-Dreyfus) is in the form of incredibly granular data stored on every aide’s smartphone, whispered into the Veep’s ear or headset, often with interesting results.

Wherever it’s used, the PR briefing book enables the spokesperson to gain a level of comfort and confidence regarding the interview. A well-written book helps ensure a smooth interview process and a great resulting placement.

The following tips will help you prepare a killer briefing book:

Have Structure
The briefing book should have a structured format. Elements like a cover page, table of contents, and full details on the outlet and the writer provide organization that will make it easier for your client to navigate.

Tell Their Story
The briefing book should include all relevant information about the outlet, the reporter’s position, and how he/she prefers to interview (in person, by phone, over drinks, etc.). But, to be truly effective, tell the interviewer’s story – include previous articles, former positions, and interesting personal details such as whether the writer has children or an interesting hobby. At Crenshaw Communications, our briefing books often include photos of the interviewer to help the client become familiar in advance.

No Surprises
It is crucial that all details are factual, accurate, and up-to-date. The spokesperson will be relying on this information to prepare for the interview and it is essential that it is correct. There is nothing worse for both parties than supplying a misspelled name or wrong biographical data.

Make It Accessible
Once you have a briefing book, make it a “living, breathing” document, easily updated and available. Save it on a cloud-based system or another shared network. This way it can also be easily updated, edited, and used by other members of your team.

Interviews can be daunting, but intense preparation, as symbolized by a superior briefing book, will assure that your client will be one step ahead of the game.

It’s graduation season, which means the beginning of new and promising PR careers and summer internships.  It can be a lot to handle all at once, and you’ll have to step outside your comfort zone every now and then to truly succeed.

Here are the top 4 phobias I see from those just starting out in public relations.

Pitching over the phone

This is undoubtedly the top fear I see from interns and entry-level PR pros.  There is always a certain apprehension about picking up the phone and calling a reporter, but the truth is, they don’t bite.  Be smart and only call those who are right for the story.  Read up on the journalist and check out their twitter to see what they’re into, and try role-playing with a colleague to get more comfortable. The younger you are, the less likely you are to actually use the phone for “talking”, but in this business, it can make a big difference.

You’ve pitched like crazy… Still no placements!

Your client has a “huge” announcement, and you’ve been pre-pitching.. and pitching… and pitching some more. Still no hits. Don’t have a panic attack, because it happens to the best of us.  Learn to “put the best face” on the situation for the client by providing them with constructive media feedback and taking what you’ve learned and applying it for future media interaction.

Afraid of the higher powers

Every now and then an intern comes along who is completely terrified to speak up in staff meetings or ask questions and speak in person with the higher-ups at the agency. This is unfortunate, because the only way to stand out and be noticed is to speak up and show off what you’ve got.  Try making a list of things you’d like to speak about and ideas you’d like to present, and tackle them one by one.

Uh oh.. No one shows up to your event

Even the most seasoned PR veterans fear this.  It’s enough to keep you up at night.  What if no one shows up to your client’s event that you’ve been planning for months?  The thought may be terrifying, but the only thing you can do is prepare and plan like crazy while managing expectations throughout the process, so that the client will be ready for any possible scenario.

What do you think? What’s your biggest PR phobia?