Posts Tagged ‘corporate communications’

Best Corporate Communications Tips for 2012

January 17, 2012

I was one of a wide assortment of public relations and corporate communications people who gathered at a holiday party last month hosted by Douglas Simon, President and CEO of D S Simon Productions. The company is a broadcast and social media video production firm with headquarters on West 36th Street in Manhattan. Doug decided to take advantage of the gathering of this motley crew at his studio by recording interviews with some of us with tips for corporate communications best practices in 2012.

Some of you may remember a blog post I did last year criticizing my own performance on a video interview Doug did with me, for which I was, sadly, not well prepared. This time around I was better prepared.

I’d welcome your own PR tips for the year ahead. I just read an economic forecast predicting that 2012 would be the turn-around year that people have been waiting for, so hopefully many of you will have bigger budgets for public relations, corporate communications and marketing communications. What are your highest priorities for spending those budgets in 2012?

Lucy Siegel

(Click photo to play.)

The Specialist vs the Generalist: Who Wins?

December 14, 2011

Marian Salzman, CEO of Euro RSCG Worldwide PR, on a PR Week Webcast this week, forecast what’s coming next in the PR industry.  Her outlook for 2012, which was covered in an article by Matt Wilson on Ragan.com, included a prediction that people in the PR industry will have to become generalists, taking on a wide variety of tasks, including but not limited to media relations, developing “content” (a communications industry buzzword that means written, audio or video materials for use online) and serving as experts on transparency.Wilson reported that her explanation for the need to be generalists was, “The media is really being redefined by the second.”

Here’s the thing: some of us saw this coming years ago and refused to be pigeonholed as specialists at a time when the common wisdom was that you had to be a specialist to climb the communications career ladder.

When the dot com bubble burst and the technology sector crashed in 2000, people who had differentiated themselves by specializing in tech or internet PR were being laid off left and right. The situation got much worse after 9/11, when budgets were being cut drastically by PR agency clients in every industry. We learned at that time that it was risky to be specialists in one narrow area. Agencies with general PR practices stood a better chance of survival in a downturn than specialist firms. At that time it was tech that was the weak spot. But at other times health care, financial services, fashion and other industries have been the danger zones.

It’s not unusual for someone who has been a corporate communications professional in one industry to move to a totally different industry. I’ve watched colleagues move successfully from telecom to insurance, from television to the automotive industry, from the automotive industry to a non-profit.

One very nimble friend has gone from the corporate communications department at a Big 5 accounting firm to a beauty products company, a tobacco company, a financial services company, an educational institution, and she now works in the green IT and smart grid sector (and she’s excelled in each position!). Over the course of her career she’s also had a wide variety of roles within communications and marketing, including writing, magazine editing, internal communications, marketing communications and sales promotion.

This demonstrates that good communications principals are much more important to success than deep knowledge of a specific industry. Once we learn the basics of the communications profession, we can apply them to a wide variety of clients. I would argue that broad experience over different industries is a positive influence on creative thinking. You can leverage what you observe in one industry and apply it to another industry in a way that PR insiders in that industry would never think of doing. To be a good communications generalist, it’s crucial to be able to pick up the basics about a new industry fast, and to be able to distinguish between what you need to know and what you don’t.  You don’t need a Ph.D. in physics to be a PR superstar for a laser manufacturer, or a CPA to head the corporate communications department at an accounting firm.

All of the above is why a liberal arts education is so important for a communications professional. In college, it’s much more important to learn how to learn than it is to learn the specifics of any particular profession.

Lucy Siegel

Diary From Japan: Ongoing Failure to Build Institutional Trust Takes a Heavy Toll in Crisis

March 18, 2011

This is the worst week I’ve ever spent in Tokyo. That goes for me and about 125 million other people.

I’d planned to be here and had meetings set up for a long time, and I was already in Bangkok about to come here when the earthquake hit. The people I had meetings with in Tokyo let me know they were ready, willing and able to meet, despite the earthquake. I was already in Asia, so rather than return to the U.S., I came to Tokyo as planned last weekend. For readers who don’t know much about me, I lived in Japan for a few years in the late ‘80s and have been here countless times on business trips. However, the past six days since my arrival are an entirely new experience for me. 

By now, you’ve all read reports of the 9.0 earthquake, seen video footage of the tsunami wave that reached as high as 60 feet and wiped out entire villages, and you can’t help hearing about the danger posed by tsunami damage to four nuclear reactors at a Tokyo Electric Power Company (TEPCO) plant.  Aside from growing levels of radiation near the plant, one of the biggest dangers here is a communications problem. It started with TEPCO under-stating the problems with the reactors to the Japanese government, which then repeated what TEPCO said and (unknowingly, I believe) under-stated the dangers to the Japanese public. The public has no trust in TEPCO anyway – the company has been caught in lies to the public before on numerous occasions, including safety reports that were falsified for years and forced the resignation of the company’s chairman and president. Since the government has a long history of inaction against the company’s wrong-doing in the past, there is also a low level of trust in the government.  A Bloomberg article today says, “Nuclear engineers and academics who have worked in Japan’s atomic power industry spoke in interviews of a history of accidents, faked reports and inaction by a succession of Liberal Democratic Party governments that ran Japan for nearly all of the postwar period.”

I can’t help thinking about the role that consistently good, honest communication plays in creating trust in institutions. Too many Japanese government institutions have ignored this basic principal of public relations, and the people of Japan are paying a high price for that now.

About 400,000 people who live near the plants have been evacuated. First we were told this was a precaution. Now we are told this is a necessary health measure. The “danger area” was defined by the Japanese government as within 20 km of the plant (about 12 ½ miles). However, the American government now defines the danger area as within 50 miles of the plant, based on its data collection flights over the area.  This also causes one to speculate: are the Japanese authorities still trying to downplay the danger, or is the American government’s calculation unnecessarily conservative and just feeding fear and anxiety? The American media’s headlines are alarmist: “Frantic Repairs Go On at Plant as Japan Raises Severity of Crisis,” writes the New York Times today. This sells papers, but also helps increase the stress levels.

Because the power companies and government feared the nuclear reactor shut-downs would cause a severe power outage, planned blackouts began early this week in and around Tokyo for several hours at a time, rolling from one area to another, to cut usage. This has never been done before in Japan. The plans for these electrical power outages were not communicated well by the power company. Nobody was sure when or where power would be cut, and commuters feared being stranded again as they were a week ago in Tokyo when trains stopped running after the earthquake. Some of the Tokyo subways and trains are running slowly due to cancelled trains and/or reduced service, both of which are unpredictable. (Anyone who has been to Japan knows that this is truly extraordinary, since trains generally run on time within seconds here.)

Yesterday I took a train during the evening rush hour that was packed tighter than I’ve ever seen any subway train, either here or in New York: I could feel the wallet of the person next to me digging into my side. At each station we came to, there was a sea of people on the platforms waiting to get onto a train.

There is no lack of cooperation or effort by the public in saving power: many companies sent people home early yesterday to save electricity, and a lot of workers have been told to work from home. Lights have been dimmed in buildings and public places, escalators have been shut off and thermostats turned down.

Fear of gasoline shortages has actually helped create shortages. I heard that the line to buy gas was a half-mile long at some gas stations and others had run out of gas and were closed.  Gas rationing had to be instituted, and the government announced it has ordered oil companies to release their reserves in order to relieve shortages.

Despite pleas by the prime minister for calm, food, water and batteries have disappeared from the supermarket shelves here in Tokyo. People fear another big quake in addition to the nuclear crisis, so they’re hoarding food, bottled water and batteries against the possibility of another natural disaster or a man-made nuclear disaster. A business colleague said he was going from one 7-11 shop to another looking for bread, rice, milk and other staples because his wife said she couldn’t buy any of these items at stores in their neighborhood.

A couple of days ago I heard the local governor in the area hit hardest by the tsunami being interviewed by NHK, the public television network. He said the biggest problem after the lack of gasoline is inconsistent or vague communications from the government and electric company spokespeople about the dangers from a nuclear plant explosion. People just want to know what’s going on. Even if what the government is telling them is the truth, the government doesn’t have enough credibility to get people to believe it.  As a result, there are all kinds of rumors floating around about the danger posed by the reactors.

There is no violence or looting. Despite these extraordinary circumstances, people have remained calm (at least on the surface), lined up politely at the grocery store cash registers and in gas station lines, and waited in orderly queues for taxis. One sees the typical Japanese dedication to work and company everywhere: I heard about people walking for four hours on Friday after the earthquake to get home from work, and then coming on foot or by bicycle to get back to work again on Monday. The prime minister has asked for cooperation and patience, and that’s a perfect description of the behavior displayed by the Japanese people.

Geological experts have predicted continual aftershocks that could go on for months or even years. I’ve lost count of the small earthquakes I’ve felt.  I’ve experienced four or five fairly large ones.  According to scientists, there’s a high possibility of another very large earthquake occurring before the end of this week, but that possibility diminishes as time passes. And the end of the week is just about here.

I’m going home tomorrow, luckily for me, but people here will continue to live with the stress of the nuclear crisis and the sorrow about the tremendous loss of life for a long time to come.

Lucy Siegel

Media Interviews: Be Scared, Just a Little

January 23, 2010

Our clients are usually either too intimidated by media interviews or are too confident.  Those who are scared are extremely nervous that they will say something foolish and embarrass themselves and their organizations, or that they will be asked a question they can’t answer.  The overconfident ones feel they know their business better than any reporter does, and figure there’s nothing they could be asked that they can’t answer – so they don’t prepare for the interview. Let me define “interview”: any and all discussions with a reporter or editor for a print or online publication, or a radio or TV producer or reporter, or a blogger qualify.

I think it’s better to be intimidated than over-confident.  A little stage fright is like electricity to a light bulb – it gives you energy.   Those who don’t worry at all can

“Don’t jump! I’ve sent the whole staff out to
buy every copy of the paper, so nobody
will read your interview – except in the
online edition, of course.”

get too comfortable. This is dangerous.  People who relax too much in an interview often say too much, giving the journalist more information than she needs. This gives the reporter the chance to select what to use in her story from both important and unimportant information. Or they say things that were best not said outside the company.

The solution to under- and over-confidence is (no surprise) preparation. List the questions you’re likely to be asked and have someone role-play with you so you can practice answering.

If you’re pretty new at being interviewed, or the upcoming interview is a really important one, or if you’re from another country and not used to talking to the American media, consider some professional media training. At a coaching session, a senior communications professional will work with you to plan a strategic approach to your interview, ask you likely questions and help you frame appropriate, succinct responses.  When I coach a client before an interview, I leave plenty of time to discuss the best way to handle the questions my client prays will not be asked.

The worst thing to do is hide from the media because you’re scared. The more you’re interviewed, the better you’ll do, and the less scared you’ll be.

Coming up soon: interview secrets exposed

–Lucy Siegel


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