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Great insight, tips and advice as Mark talks with PR practitioners and cutting edge researchers. Learn the secrets to success, the tools they use, and lessons learned. Join Better PR Now as we improve Public Relations, one conversation at a time.

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013 - Jason Anderson explains why emotional stories hook customers
<div class="right-content-2"> <p>Welcome to episode 13 of Better PR Now. In today's episode I have a conversation with Jason Anderson, Senior Director of Marketing and Communications at Capital Impact Partners in Washington, DC. But before we jump into the conversation I'd like to invite you to visit transcribeme.com. They're the official transcription partner of the podcast and they have a special offer for you. You can get up to 25% off of transcription services. Just go to transcribeme.com/betterprnow. And now, let's jump into the conversation.</p> <p>This is the first podcast ever recorded, I believe, in a Wholefoods Supermarket, and I know it's the first podcast recorded in the Wholefoods Supermarket in Pentagon City, Virginia. The reason we're here today is there's a tap takeover by breweries from Richmond, Virginia, and I'm joined by Jason Anderson, somebody I've known for a long time who is a really fantastic communicator. Jason, welcome to the show.</p> <p>Thank you, Mark.</p> <p>So your current position?</p> <p>I am the Senior Director of Communications and Marketing at Capital Impact Partners.</p> <p>Fantastic. Now you've had a really fascinating career. We'll talk about your education, and then you worked for CNN. So tell me about how you got into communications and what drove you towards a communications career to begin with?</p> <p>Yeah. So I grew up in Southern California, and went to Claremont McKenna College where I actually majored in Government and Literature. I actually had an opportunity to attend USC for a broadcasting degree but decided that I wanted to really get the fundamentals of a hardcore political background. Because really my goal at that time was to get into political journalism. And that ultimately fulfilled itself by joining CNN for about 10 years where I literally started as what they called a video journalist, a VJ, at that time. Making roughly $15,000 a year.</p> <p>Killing it.</p> <p>Killing it. And there we did everything from running the camera to running the teleprompter with paper scripts. Which is something in this day of digital age if you think about it. And even robotic cameras, which we didn't have back then. But there I saw a number of fascinating things, really cut my teeth on what journalism was. Learned how to edit videotape, learned how to produce a segment and did a whole number of things with them, but ultimately decided after a number of events, ultimately concluding with the Monica Lewinsky episode in Washington DC, that I decided it was time for me to move on and pursue some of my more personal goals along with journalism. Which was at that point thinking about the environment.</p> <p>That's wonderful. And so after a decade or so at CNN where you focused on political and other reporting, you moved over to the non-profit world. Tell me about that transition.</p> <p>Yeah. So I saw an opportunity at an organization called Conservation International, which does international, non-profit environmental work in communities all across the world, and the opportunity was to take my journalism skills and apply them to public relations. How do we take the things that we do as an environmental non-profit and translate them into actually what news is, and serious news not just marketing, and talk to reporters about covering that news? So I did that actually for a division of Conservation International which was called the Center for Environmental Leadership in Business, and it was really thinking about, how do we work with corporations to reduce their environmental footprint, to contribute to the things that we were doing at Conservation International and translate that all into good. You know ultimately, the public relations part in a sense was marketing, in a sense was how do we drive fundraising, how do we drive other corporations to do good things?  How do we put pressure on the organizations that we're working with to do more good things? But ultimately, it was a really fascinating experience.</p> <p>And then after Conservation International, you stayed in the non-profit world?</p> <p>I did. At that point after 10 years of working at the global sphere and working with Fortune 500 companies like McDonald's, like Starbucks, like Walmart to change their footprint and actually do some interesting marketing things with them. I really wanted to focus more in on local communities. And I found a small organization doing really fascinating things called Rare. And they would actually run marketing campaigns in local communities and these are hyper-local communities. Places you've never heard about or can't even find on the map in Indonesia, in Africa, throughout Asia. And what they would do is, they had the ability to take over the radio, take over the newspaper, create mascots around essential message because you have that hyper-local opportunity to not talk about a product, but to talk about environmental conservation. And perhaps it's water, perhaps it's a species, perhaps it's pollution. And you get folks really thinking about ways they can change their practices locally and using mass-media to do that. It was fascinating to watch how that would happen. Now again my job wasn't to do that work. We had specialists with a whole theory of change and the use of psychology, but my job was to get people interested in what we were doing. So again ...</p> <p>Were they trying to change behavior?</p> <p>Behaviour change, exactly. That was at the core of it, which you can do in a place like that. Much harder where we are in Pentagon City to get people to recycle the cups that they were drinking from these fine, Virginia breweries. But you can do it in these awful places and getting donors interested in thinking about that was part of my job.</p> <p>So give me an example of one of the projects that you worked on.</p> <p>Sure, so we worked in a village in The Philippines where they essentially had no fish, which is a problem when fish is what you rely on to eat. So we had to really go in ...</p> <p>Was this because of over-fishing?</p> <p>It's over-fishing. So ...</p> <p>So you really needed to change that behavior or you'll never fix the problem.</p> <p>We needed to change the behavior of over-fishing. So we created a mascot called Malloy. And Malloy was sort of central to this media campaign. He appeared in billboards. He appeared in local restaurants. He appeared in the newspaper. He appeared in local parades that you might see down our main streets. And eventually people got the message. I need to think about the fact that I can't go out every day, 24-hour days, and fish. I need to think about okay, how do I fish responsibly with everyone else who needs to feed their families and also maybe some of the companies who are coming in and using us to buy fish to sell to distributors? And eventually, the metrics showed an uptick in that particular region in terms of number of fish available but of course fish take a couple of years to spawn and reproduce and create a viable colony. But we are starting to show that halfways to guess that was happening.</p> <p>Then you move [inaudible] to Capital Impact Partners. Different mission, but also in a nonprofit world. Tell me about their missions.</p> <p>Capital Impact was sort of my way to come back home. This is after the great depression, after the big financial crises that we all faced. And I thought to my self, certainly, there's a great [inaudible] outside of our boundaries, but then, in the United States, we have a lot of communities that are suffering, and how can we help them recoup from what has happened to them. And so I joined what's called Capital Impact Partners, it's what's called the community development financial institution, which is a long-winded way of saying, "Where are the good guy bankers?" We are a bank with the mission behind us. So we make loans to other nonprofits essentially, hospitals, healthy hood ventures, education, or people and organizations that are really trying to change the paradigm in their communities. But because they're operating in low-income areas, big banks won't finance them. So you can't build that house center, you can't build that grocery store that'll sell healthy food, you can't build the apartment that'll have affordable housing. Big just won't support it. We will, that's our mission. That's the risk we take, and in fact, we don't measure our end of the year success by our profit, we measure it by how many desks are being built for students, how many more affordable housing units have been built.</p> <p>That's really tangible good in the community.</p> <p>Yeah. What drew me to it is, they were interested as more than just a lender because they [saw all of it?], just bringing money into a community wasn't going to do it. So we had to be [inaudible] so we had to bring research, we had to bring a team that would develop programs that addressed this systemic issues being faced and think about how to do it differently, how can we do it this way and instead of the old way. A classic example that we use is around the nursing homes system. You put people into institutional nursing homes, nothing changes, people grow old, they get sick, they eventually pass away. What we've decided was, there's got to be a better way. So how do you go in, and develop a different type of nursing home that's as a community where you'll have your own room, where you go to a kitchen that feels like your home, where you communicate with the outside world? It's called the greenhouse model. We were able to deploy it in multiple states across the country, and it's become a real success. But it really shows that money is one thing, creating systemic change is a whole different paradigm, and that's what really drove me to the organization.</p> <p>So how do you tell that story in a way that's going to [inaudible] and engaging to people who either might be in a position to support it or might be a potential customer or beneficiary?</p> <p>Right. No. It's something I struggle with each and every day because we don't just working agent, we work across seven sectors. And how do I tell that one story to people in seven sectors, whether they want to borrow money from us, or change a program, and then how do I elevate that story to ...</p> <p>[inaudible] to interruption. Is it possible to tell a story that reaches different audiences and is equally compelling across different sectors, and people who have maybe different motivations, and [inaudible] paying attention, or do you have to tailor the story based on your audience?</p> <p>So I approach it from literally story telling. What is good storytelling? And that begins with someone who really has to overcome a barrier and how do they overcome that barrier, which is, if you think about any Hollywood movie, and I just took my kids last week to see Black Panther.</p> <p>Yeah. Me too.</p> <p>Yay.</p> <p>Good movie [laughter].</p> <p>How do they overcome that barrier of the mineral that they are trying to mine and save the world? Are we saving the world? Maybe. So one of the things I did was when I came into the organization about three years ago was to create a story section to the website. It doesn't market our learning activities, it doesn't market any of the other kind of programmatic activities we do, what it does do is tell the stories of the people it was serving. So in the greenhouse model, we literally sending a photographer, journalist. He spent a couple of weeks with these residences, and he told their stories to a series of photo captions. And it's sort of that heart versus brain effects. How do I [inaudible] in your heartstrings to really get you understand this is what you're doing at this kind of visceral level.</p> <p>And we know. I mean, we know from theory that we also know from the experience that you can make a really, really good logical argument that makes perfect sense to the brain, but if doesn't have that emotional impact, it doesn't matter, people might not even pay attention to it. So if you don't make that emotional connection, you need to be able to follow it up with a logic. But sales are made through emotions. Donations are made through emotions. People care about emotions. They want to follow it up with logic to prove to themselves there's nothing else that their emotions were sound if that makes sense.</p> <p>So [inaudible] make an example of that. We could talk about the greenhouse model as here are 10, 12 group homes with individual rooms, it serves maybe 30 to 50 percent of the residence around Medicare. That's great. I mean, honestly, that's a fact that's excellent. Again, there was a guy named Ervin who we talked to. His wife, basically, she didn't have the capabilities of living in the same room because she could become violent. So what he would do is he would go while she was sleeping and literally cuddle up with her at night, and sleep with her, and then wake up in the morning, get up, and go back to his own bed. And she wouldn't know but now we have this opportunity to show this individual who is still able to be with his wife in their old age at a time when they went to the traditional nursing home. She actually might be institutionalized, but this was not the case.</p> <p>[inaudible] able to let them empower them to keep their relationship alive for months or years harder than they're normally would have.</p> <p>And I was so proud as a person in marketing to tell a story that value that relationship.</p> <p>That's wonderful.</p> <p>Which I don't often get to do.</p> <p>Okay. So, all right, you just got my heart strains, right?</p> <p>Yeah [laughter].</p> <p>All right. So now I'm ready to make a donation which is sort of [inaudible], right? I mean, you want to make that emotional connection, and want to get somebody walk into your want to understand it and feel it, maybe feel it first. Then understand it, then get involved, and support it. So, thinking about when you were going to school, when you were starting your career, what do you know now that you wish you had known then?</p> <p>I think it is the personal aspects of what I do. Drilling down into emotion and storytelling. I went to a school that valued-- I went to Claremont McKenna College, which was mostly an economics school. I was sort of an outlier as someone who wanted to do nonprofit work. And so there it was research, it was analytics, it was data. Which was great, because it got me thinking about those things, because I never really thought about those things. But somewhere I knew deep inside me that there was still emotion and story that drives us. Maybe that was I was drawn to USC, because of their film elements and all of their production elements. Toss up whether I should've gone there or not, but ultimately I think that now is what makes me a successful marketer, is driving story versus data. Because I could easily talk about, we're a lending institution at our heart. Before I came, we talked about, oh we financed this building. Oh, it's 26,000 square feet. It's in this area that has a 200% under the certain net worth for individuals. Government data, and I can't remember. I can't think of it, because it doesn't drive me. I wanted to [inaudible] that building.</p> <p>And that's your proof right there.</p> <p>Right. Who goes to school there? Who now has a home there? Who's getting health care in that building? That's what I care about.</p> <p>And one person's personal story can negate reams and reams and reams of paper of statistics and facts.</p> <p>Absolutely, yeah. And I do think that you need to back it up, with the ultimate, we have the great story of Irwin, but I could tell you any number of stories. There's a woman who was once homeless. She went to a health care center that we helped finance in San Francisco. [inaudible] San Fransisco, does that mean health care? Well, there are huge amounts of homeless people in San Francisco who have no access to equitable health care. Now it's part of the mission of this-- now she got off drugs, she got off alcohol, and she has now literally a board member of this hospital because they want a certain amount of their patients to be on the board. That's not data, that's a story, that's a person's life who has changed. But the data ulitmately, we still need to talk about. This hospital went from an alleyway to a building that serves 20,000 patients, who are uninsured possibly, and so they now have healthcare. That saves X amount of health care dollars. Yeah, so you need that data to back up the story.</p> <p>So for somebody who's an aspiring storyteller, regardless of the medium that they're interested in, what are the things that they need to know, what are the skills that they need to develop?</p> <p>You need to be emotionally involved in your projects. One, the word I always give to people when they think about communications and all of the things and the tactics and all of that is what is your authenticity? You can have your strategy, you can have your tactics down, you can have everything to a T, but if you're not authentic, it's not going to resonate with people. And ultimately, that's going to  you may get a-- the phrase is, "Fool me once it's on you. Fool me twice it's on me." Authenticity is the same way. You may fool a donor or funder or an investor a couple of times but ultimately they're going to get it. So make sure you have an authentic story to tell. And then don't be afraid to tell it from the rooftops. Just yell it, scream it, promote it, put it on video, put it on social media. Don't be afraid to be hyperbolic. If it's authentic, it's real.</p> <p>Right. I think that's really wise council. What tools do you use that you absolutely can't do without?</p> <p>Well, I'm old school, so I use a lot of pen and paper. We've been experimenting with a tool called Trello which is a kind of electronic tool for project management. I think you do need an editorial calendar of sorts because it allows you to be proactive versus reactive, especially for someone like me where I have multiple sectors to promote. And all those sectors need to ramp up into corporate objectives around social and racial justice. I need to think ahead about, "All right. We've got this day coming up. We've got this conference coming up. We've got this project coming up." How does that react with everything else that we're doing? So that the messaging can be funneled up to, kind of ultimately, what we're trying to talk about.</p> <p>What advice would you give for somebody, who is either starting school or starting their careers right now, who's interested in following a path similar to yours?</p> <p>So I may be antithetical to most people. I did not get a background in marketing. I did not get a background in communications or any of this stuff. I'm not saying that's not valuable. I got an education in what I loved and what I believed in. At that point it was government and literature. Now if you think about it,  I know work in finance so-- and with a stop over, a 15 year stop over, in the environment. So I was just say be passionate. Explore. Which also comes with a lot of self learning reading everybody else's e-newsletters, websites, understanding what they do. And there was some self learning about what does the consumer journey look like. What is the donor persona look like? All of those things so that I could apply kind of what I had  hints of in my brain and make them very [tactical?].</p> <p>That's wonderful, so these last two questions are sort of fun ones. What's the dumbest thing you've ever seen somebody do in communications and marketing?</p> <p>All right. So off the top of my head I can't think of the dumbest thing I've seen. But I will say that it's funny watching an organization I left, and I will not name them, reuse a tactic that we used. And used to sort of minimal effect. It felt like an organazation that was out of ideas and was just trying to think about, "All right, we'll just reuse that in a different way," Without really undersanding what can be we actually achieve with this. It was a social media campaign about investing in a certain project and who knows in terms of the actual tangible value of it? And I'll pick another which is another organization that I work with, do a multi-million dollar campaign. Hollywood superstars, literally Hollywood superstars - I can't name them because they would give me away - using cutting edge multimedia techniques, putting this out on every communication channel possible, but ultimately almost no [inaudible]. I've heard my superstar say this. I'm interested, because I've heard it in three or four different ways. Now what do I do? Well, what I do was give 10 bucks.</p> <p>Yeah, we're not going to have anybody. But I take your point that you need to craft your strategy and your tactics based on the existing situation, which means whoever is working in communications marketing needs to be acutely attuned to strategy and organization. They need to understand the situation, and they need to bring something fresh and creative. It's not sufficient to continue to rehash what might have been a great idea before, but's already played out.</p> <p>Yeah. And I'll also add to that. The idea that you're going to run into a CEO who thinks that they can create a movement-- and God bless you, if you can create a movement, do it. And don't not try. Definitely try it. But go in with what is what the market research of what the general public says. And I'll take the environment for example. So I did that for 15 years. And creating a movement for the environment was always top of mind of CEO for marketing. You can affect any environmental space, 5% of the population, with what we call the dark greens. And they will give a ton of money. You cannot affect the 95% of the population to give their $10, which will equate to billions if they did it. And if you said, "Oh, hogwash," think about yourself. I'm an environmentalist, and I do all the right things. I compost, I recycle, I drive a Prius ...</p> <p>Yeah. Me too. We might actually be parked next to each other [laughter].</p> <p>But are all of these people going to give their 10 bucks? It's been proven time and time again that that's not going to happen. And that's for children's charities, it's for multiple charities. I would say the one example would be the Bucket Challenge.</p> <p>I have the Ice Water Bucket Challenge ...</p> <p>Ice Bucket Challenge. Okay. Let's talk about that for a minute. I know we're doing my last questions, but let's talk about that for a minute. I heard the woman who was on-- I can't remember the organization, which there in itself, right, should tell you something-- talk about the Ice Bucket Challenge, made millions for that in a short amount of time. We don't talk about them anymore. It was actually not self-constructed. It was an anomaly of a guy-- I think it was multiple sclerosis?</p> <p>Yeah. I think so. Or ALS, maybe.</p> <p>ALS -- who did it. No affiliation to the organization. He sent that video to three or four people, and it literally went viral. The organization literally had no idea how to harness that or what to do with it. They just rode the wave. And year one, they made X number of dollars. Year two, they tried to recreate it, were unable.</p> <p>Of course, because the underlying dynamic was not theirs, and it's since morphed into the cinnamon challenge and the Dadbod challenge and something else that somebody's going to come up with.</p> <p>But there was an authenticity in the original Ice Bucket Challenge that people loved.</p> <p>Which made it powerful.</p> <p>Which made it powerful. And you can't create that. Sometimes you just have to ride it.</p> <p>Well, right. And you can't program or [inaudible] morality. If you're lucky enough to do something that goes viral, awesome. But don't count on it. That should not be your main strategy, because it's so unpredictable and so unlikely. Try. Try. But try with caveats to your CEO or your chief marketing offer or whomever that you're not getting a ding for that if it doesn't happen.</p> <p>Yeah. Absolutely.</p> <p>Okay. So the last question I asked you was, without outing anybody individually [laughter]-- no. The dumbest movie you've ever seen in communications-- what got around? What's something that's remarkable, that's memorable, that you think is particularly powerful and well-done in the way of marketing, communications, public relations?</p> <p>I had a boss who stressed ad nauseum about the power of visuals. And to me back then, I was like, why are we agonizing over one photo over another? And I think the best example I think to give of that is if you watch the movie about Steve Job, where he talks about the 57 shark that he used in his powerpoint. Now I mean that's sort of an example, but what it shows is - and it goes back to storytelling - people are very visual. Iconography goes way back to when we lived in caves. That tells you something. So something about visuals and thinking about your powerpoint presentation with 100 lines of text per slide. No. Stop it. Steve Jobs did presentations. It might not have any text.</p> <p>Changed my life. And now we're gold.</p> <p>Yeah. In fact, have you ever read Presentation Zen that Garr Reynolds does? Phenomenal book.</p> <p>Read that. Yeah. Read it. Yeah. A piece of advice that I give to people who work for me is, you're going to get a lot of information about a particular project. And they're going to want data, they're going to want analysis, and they're going to want all this stuff in their communications. But what do we all do? I call it the finger-up analogy. You flip your Facebook, and you just finger up through your phone.</p> <p>You're swiping up, or you're scrolling up and down, or you're swiping left and right.</p> <p>Maybe you're swiping right, if that's how your thing is.</p> <p>But you're swiping.</p> <p>You're swiping. And you're reading quick and fast. What catches your eye?</p> <p>If you're reading at all. You're looking.</p> <p>Right. You're looking at visuals, and you're getting maybe 50 characters of text. You got to boil down your message to that to really communicate well.</p> <p>Yeah. I think you're absolutely right. So Jason, thank you so much for being on this episode of Better PR Now.</p> <p>Yeah. Thank you so much.</p> <p>Appreciate it.</p> </div> <p>And that wraps up another episode of Better PR Now. Really want to hear from you. Let me know what you think about the podcast overall or about this particular conversation. Like to know what you think about recording on location. I know there was a lot of noise. But let me know. Was it too distracting? Was it okay? I want to hear from you. And also if you have any questions about public relations, marketing, or corporate communications, let me know, and I'd love to address those in a future episode. Also I want to remind you about a special offer that we have from the official transcription partner from the podcast, TranscribeMe. You can get up to 25% off their transcription services. Just go to <a href= "https://TranscribeMe.com/BetterPRNow"><span style= "color: #ff6600;">https://TranscribeMe.com/BetterPRNow</span></a>. That's it for this episode. Look forward to visiting with you again on the next episode of Better PR Now.</p>
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012 - Roll up your sleeves and get in the trenches - Megan Driscoll of EvolveMKD
<p>Founder and CEO of EvolveMKD<br /> As a business owner, she likes controlling her destiny, who to work with, who to hire, how to invest in the business, and whether to expand.<br /> How she fell into a career in public relations, intern boss suggested it. Loves how dynamic working in PR is and how you get to “peek into” and get a behind-the- scenes view of other industries and companies.<br /> Likes: You have to continue to learn and grow. You will always be challenged. As technology changes and, how we consume news and media also change, you have to adapt. The importance of balancing<br /> the needs of your organization, your clients, and the media.<br /> Advice: Early in your career, recommend people get well-rounded, diverse experience, rather than immediately get pigeon-holed (e.g., digital, media, writing press releases, handling budget, developing<br /> strategy, etc.).<br /> Courses recommended: Take writing classes (e.g., business writing), “If your best-foot- forward includes typos, that’s not good enough.”<br /> Accounting (get comfortable with numbers), financials, “You have to have an understanding and appreciation for math.”<br /> Frustrations in the PR field: Lack of education among potential clients, who don’t know what PR is now (it’s changed: digital), working with clients to broaden their understanding of what PR encompasses; PR<br /> can be used for evil as well as good (current politics);<br /> Strong PR people are a voice of reason.<br /> The importance of reputation management: “Our job as communications professionals is to gently remind business leaders that you can say whatever you want, but if you don’t have the proof to back it up, you shouldn’t be saying it.” Our job as communication specialists is to ensure the business folks have thought through what they want to say and how they should act. “Good PR people want their<br /> company or client to speak the truth; that’s an important part of the job.”<br /> Some clients can be short-sighted. “The energy you put out there, the words you put out there, the actions you put out there carry weight and have business implications.”<br /> How she advises business leaders: You can’t just talk the talk, you have to walk the walk. Think about what is behind a clever or fun campaign; what will you need to do to reinforce the campaign’s message.<br /> Education about how media relations and social work together.<br /> What do your leadership teams look like? Do they reflect the consumers you’re trying to reach?<br /> “If you don’t interact with the people you’re trying to sell to, how can you have an effective strategy?”</p> <p>Genius PR move: Alyssa Milano’s support for the #MeToo movement on social media to drive real, meaningful discussion.<br /> Dumbest thing you’ve seen in PR: United Airlines’ handling of removal of a passenger from a plane and the communications follow-up. How they could have better handled it.<br /> When a company gets it wrong, but handles the aftermath well: Alaska Airlines’ prompt, on-target handling of Randi Zuckerberg’s complaint about sexual harassment by a fellow passenger. They took<br /> immediate accountability, were public about it, and resolved the issue in a classy way. Just because you make a mistake, doesn’t mean you’re doomed, but you do have to own the problem and proactively<br /> solve it. This keeps a mistake from turning into a huge scandal.<br /> Most PR crises start as operational issues that are mishandled.<br /> What does the future hold for PR and marketing? PR and social media are so intertwined that they will require integrated communication strategies. Communications must be integral in order to truly have a positive reputation.<br /> Must-have tools: Cell phone, laptop, Cision, access to social media platforms (Twitter is a great resource for understanding what stories reporters are working on and for following the news, as well as what competitors are doing), Mophie battery packs to keep mobile devices charged.<br /> Social media for research: Twitter, private groups on Facebook to stay engaged with other communications professionals and journalists, as well as Instagram.<br /> Helping clients avoid the shiny object syndrome: Everyone wants to be on Snapchat, but just because it’s new doesn’t mean it will fit. Unless you’re trying to reach teens and those in their early 20s, it’s probably not right for you. Snapchat is not the tool to sell anti-aging products.<br /> Facebook might not be cool anymore, but it might be right depending on who you’re trying to reach and to what effect.<br /> “Having great media relationships isn’t enough to be a great PR person, you also need to understand the consumer your client is trying to reach.” That will identify the appropriate media and engagement<br /> activities.<br /> Current projects: Had a client (Lia Diagnostics) who won TechCrunch’s Startup Battlefield at Disrupt 2017 in Berlin with the first major update of the pregnancy test since it was created in the 70’s. Also working with Merz USA, another client, on a partnership with Christie Brinkley.<br /> Words of wisdom to new college grads: “Be ready to work.” “Roll up your sleeves and get in the trenches.” You grow and learn by having a lot thrown at you.<br /> www.evolvemkd.com Instagram Facebook<br /> Instagram: @megankcraig<br /> Twitter: @mkdrisco<br /> Look for her book coming out in Spring 2018!</p>
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011 – Why PR and Marketing might become synonymous – Doreen Clark of SmartBug Media
<p>Doreen Clark, Director of Public Relations at SmartBug Media, shares some of her secrets to generating great press coverage, coaching executives to communicate more effectively, and the intertwining of PR and Marketing. </p> <h2>Media relations:</h2> <p>According to Doreen, public relations is a powerful tool and that we should, “Communicate in a way that is not just beneficial for us, but also for the people we’re reaching out to.” This forms a trifecta of solid media relations that comes together when we understand and communicate:</p> <ul> <li>What our audience needs to learn,</li> <li>The information reporters need to know to cover the story, and</li> <li>What we want to deliver for our company or client.</li> </ul> <p>She notes that, for media relations professionals, it’s easy to deliver the facts that journalists need. But journalists also need us to offer an opinion, because that helps them craft stories with perspective and emotion.</p> <h2>Media training:</h2> <p>Doreen has trained a lot of senior executives to be better spokespeople for their organizations. When she provides media training for senior executives, some of the key lessons include:</p> <p>Coaching leaders on speaking to the common person, by using language they can understand. Executives are used to speaking with other experts in their industry; they frequently use jargon and technical language that the man on the street might not understand. Shifting their focus to be able to communicate with those who are not experts in their industry takes work, but helps them be much better communicators.</p> <p>Helping executives learn to speak in soundbites during interviews. Long-winded, detailed explanations allow the speaker to be precise, but they run the risk of losing control of the messages that will come through in the final news report. Making the information digestible by giving clear, but concise quotes, helps ensure their most important messages are included in the story.</p> <h2>Everyone is a spokesperson:</h2> <p>In an age of social media and 24-hour news cycles, everyone connected to an organization essentially is a spokesperson. Having a strategic plan, in which everybody knows their role and what they are expected to do, is key to success in public relations. Doreen also recommends that we identify the subject matter experts in our organization, train them to be effective spokespeople, and that will lead to more opportunities to engage the media. It’s important for communication in an organization to be “by all, for all” and not just downward from managers.</p> <h2>Working with freelance writers:</h2> <p>When asked what she is most excited about, Doreen said that working with freelance writers has become a secret weapon. Her force-multiplier tip is to build relationships with freelance writers. It’s common for them to write for many different media outlets, both online and off. These relationships can help us get more coverage, if they are willing to share the work they do for us with their contacts in these outlets.</p> <h2>Merging PR and marketing:</h2> <p>Looking into the future, Doreen expects that “Public relations and marketing will become even more intertwined and might become synonymous.” She sees a blurring of the lines already, with paid advertising taking the form of earned editorial coverage. She sees a future in which PR will have more pay-to-play coverage, as advertising does now. While such changes could present signification challenges for those currently working in both PR and marketing, it could have certain beneficial effects, as it will drive improvements on both sides. For example, she notes that, “PR measurement tools are getting better and will eventually be on par with marketing measurement.” “</p> <p>Doreen also sees a future in which podcasts and videos that are engaging, but brief, will become more important. After all, journalists need things to write about and to share as examples within their articles.</p> <h2>Lesson learned:</h2> <p>When asked what she knows now that would have been good to know when starting her career, Doreen said, “You don’t have to be everything to everyone; hone your craft; it’s okay to specialize.”</p> <h2><strong>Quotable quotes:</strong></h2> <blockquote> <p>“If you really pay attention, you can become an expert in anything.”</p> <p>“Relationships are everything.”</p> <p>“Stay up to date on your craft; you have to always be a learner.”</p> <p>“PR is necessary, 100%.”</p> <p>“PR is about elevating reputation and building credibility.”</p> </blockquote>
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010 - Great story seeks teller as OnePitch plays matchmaker
<p><span style="font-weight: 400;">Jered Martin discusses OnePitch, which he co-founded with Rebecca “Beck” Bamberger in San Diego.  OnePitch serves as a matchmaker to help journalists and publicists find each other with the right story idea at the right time.  Think of it as eHarmony meets Bumble, but for communication professionals.  OnePitch screens out the vast majority of pitches that are not a good fit for a particular journalist, and delivers only those story ideas that are closely matched with the journalist’s interests.  The journalist can browse pitches anonymously and connect with a publicist when they see a story idea that interests them. According to Jered, “We’re offering a platform that’s relevant, but not invasive.”</span></p> <p><span style="font-weight: 400;">Jered described the value proposition that OnePitch offers journalists in that the use a categorization process to tailor pitches to journalist’s needs.  “You are going to receive at least one email a day that is going to have only the most relevant things you want to write about.”  He noted that, “The beauty of OnePitch is that, as a journalist, you can expect to only receive the most relevant inquiries.”</span></p> <p><span style="font-weight: 400;">For publicists, OnePitch helps them connect with the journalists who are most interested in their story.  Say goodbye to the “spray and pray” approach of blindly sending releases and pitches to every journalist in the hope that one will be interested.  Jered noted that, “We care if their story gets coverage.</span></p> <p><span style="font-weight: 400;">In discussing the rise of chat bots in a wide range of customer-facing businesses, Jered noted the unique value of engaging a human being.  “One thing we pride ourselves on at OnePitch is the high level of customer service and personalization.”  He pointed out that, “It’s really important to understand how folks communicate and why they communicate.”</span></p> <p><span style="font-weight: 400;">Prior to co-founding OnePitch, Jered earned a BA in Communication Studies with a minor in Marketing from Cal State Long Beach.  He gravitated to a career in communications out of a deep desire to help people.  He entered the public relations and marketing world through work with BITE San Diego, which he described as “A walking food tour with history.”  He started as an intern and worked his way up to eventually being the head of operations for BITE San Diego, as well as working for Beck at BAM Communications.</span></p> <p><span style="font-weight: 400;">In discussing how the OnePitch and BAM Communications teams maintain high performance, he noted the importance of senior leaders taking the time to mentor their employees, having regular face-to-face communication, and having an internal messaging tool, such as Slack.  According to Jered, Slack is a great way to easily keep everyone on the same pag</span></p> <p><span style="font-weight: 400;">As for project management for the OnePitch team, Jered discussed how the team ran into scaleability challenges as the team’s work grew.  The project management and collaboration solution they settled on is a combination of Hubspot, Trello, and Slack.  Jered noted that, “We have to have a solid system to organize and manage everyone, and without Hubspot, I would be pulling my hair out.”  He also discussed the importance of tools that work well together, noting that “One thing that is great about Trello is that it integrates with Slack.”</span></p> <p><span style="font-weight: 400;">In addition to his work on OnePitch, Jered also is part of Tech Coast Angels, the largest angel capital firm in San Diego.  He’s working with them on a volunteer analyst program, in which his team conducts due diligence on start-up firms.</span></p> <p><span style="font-weight: 400;">In addition, he is also working with the Young Leaders of the Americas Initiative, to support their program for entrepreneurial women.  This program brings female entrepreneurs from countries throughout the Americas to Southern California to see how business is done in the United States and to provide them with mentoring opportunities.</span></p>
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009 - Harnessing Leadership, Ethics, Intuition and Courage
<p><span style="font-weight: 400;">Public Relations expert Deb Radman discusses the power of harnessing the four horsemen of public relations: Leadership, Ethics, Intuition, and Courage. She explains why she would advise her younger self to shut up and listen, so she could really understand what’s being said. She contends that there is great power in taking time to think about something before you formulate an answer. We should then leverage the power of persuasion to engage, motivate, and activate.</span></p> <p> </p> <p><span style="font-weight: 400;">Because of changes in the media landscape, PR now has “the opportunity to be the primary source of ideas for our companies and our clients as they seek new ways to communicate.” To do this, we have to venture way outside the box we’ve been in for so long, and have the guts and courage to do that.</span></p> <p> </p> <p><span style="font-weight: 400;">Deb also is in favor of integration across the communication spectrum. She argues that public relations professionals have “to be strong enough to go to clients with recommendations that transcend specific disciplines; we cannot be afraid to recommend integrated campaigns that include advertising, digital, promotion, direct response, and public relations.” According to Deb, all of these disciplines are part of PR, because they are all part of trying to persuade an audience to do what you want them to do. In her words, “Paid, earned, shared, and owned media all have to work together.” If paid, earned, and owned are not consistent, they will not help people share our message, because it will be fragmented. With this in mind, she argues that social media now is the province of public relations, because it is part of what PR practitioners do in the earned media arena.</span></p> <p> </p> <p><span style="font-weight: 400;">According to Deb, mentoring adds tremendous value by helping our people develop creativity and that “it’s no longer sufficient to be able to write; we must also be creative problem solvers.” She describes the</span> <a href= "https://www.prsa.org"><span style= "font-weight: 400;">PRSA</span></a> <a href= "http://www.prsa.org/Network/Communities/CollegeOfFellows/"><span style="font-weight: 400;"> College of Fellows</span></a><span style="font-weight: 400;">‘ work with educators to create momentum for mentoring. She also urges junior PR practitioners to “Find teachers and mentors who will teach you what they know and what other people know.” While public relations people might be well-trained in communication techniques, they need to be even more capable of understanding what motivates people to engage. Deb stresses the importance of lifelong learning and the value in being exposed to marketers, innovators, researchers, and creatives in the advertising world and beyond.</span></p> <p><br /> <span style="font-weight: 400;">High points in her career have included winning the</span> <a href="http://uso.org"><span style= "font-weight: 400;">USO</span></a> <span style= "font-weight: 400;">contract, when she won her first Silver Anvil award, presenting the</span> <a href= "https://ci.uky.edu/isc/bowling-lecture-series"><span style= "font-weight: 400;">James C. Bowling Executive-In-Residence Lecture</span></a> <span style="font-weight: 400;">at the</span> <a href="http://www.uky.edu/UKHome/"><span style= "font-weight: 400;">University of Kentucky</span></a><span style= "font-weight: 400;">, and serving as project lead for the IBM centennial celebration, which included IBM’s Watson supercomputer competing on Jeopardy.</span></p>
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Better PR Now 008 - You really need a Reputation for Integrity
<p>PR veteran Deb Radman explains the value of non-traditional hires in public relations, the power of intuition, and the necessity of courage. She explains how PR nightmares come from bad decisions. She presented the James C. Bowling Executive-In-Residence Lecture Series in the University of Kentucky’s Department of Integrated Strategic Communication. She also draws on lessons from Harold Burson, Richard Edelman, Betsy Plank, CKPR and the USO.</p>
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Better PR Now 007 - Measurement Queen Katie Paine Spills the Beans on Communication Metrics
<p><span style="font-weight: 400;">Interview with “The Measurement Queen” Katie Paine, about the importance of measuring communications and the challenges of linking communication activities to the organization’s bottom line.  Better PR Now provides clarity so business leaders can communicate strategically, which creates competitive advantages for the business by creating favorable conditions that maximize long-term profits, by growing mutually beneficial relationships with the people you most depend on (employees, customers, suppliers), which creates opportunities (leads, sales, business intelligence) and reduces costs (employees, customers, litigation, regulation).  Better PR Now provides communication strategy for executives.</span></p>
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Better PR Now 006 - Communication Researchers are Smart, so why can't they Communicate?
<p>Discussion with Boston University's Dustin Supa on sharing research, and the importance of bringing Public Relations reasearch to the forefront. Better PR Now provides clarity so business leaders can communicate strategically, which creates competitive advantages for the business by creating favorable conditions that maximize long-term profits, by growing mutually beneficial relationships with the people you most depend on (employees, customers, suppliers), which creates opportunities (leads, sales, business intelligence) and reduces costs (employees, customers, litigation, regulation). Better PR Now provides communication strategy for executives.</p>
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Better PR Now 005 - Steal the PR Secrets of These Podcaster Rock Stars
<p>Mark recaps the public relations lessons, insights, tips, and tricks he learned at Podcast Movement 2016.<br /> Better PR Now is a podcast created for communicators, whether in public relations, public affairs, media relations, government relations, strategic communication, marketing, or corporate communications. Every episode delivers great insights, tips, and professional advice from some of the smartest, most experienced people in the field. Mark Phillips talks with top practitioners and cutting edge researchers to find best practices as we explore new ways to hone our communication skills. Learn the secrets to success, the tools they use, and lessons learned.<br /> Knowledge for communication and public relations professionals.</p>
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Better PR Now 004 - What's Wrong With PR: Prof. David Dozier & Lou Williams
<p>Interview with Professor David Dozier (San Diego State University) and Lou Williams (Lou Williams Companies) as they identify what's wrong with Public Relations today, along with four corrective steps to take. Better PR Now is a podcast created for communicators, whether in public relations, public affairs, media relations, government relations, strategic communication, marketing, or corporate communications. Every episode delivers great insights, tips, and professional advice from some of the smartest, most experienced people in the field. Mark Phillips talks with top practitioners and cutting edge researchers to find best practices as we explore new ways to hone our communication skills. Learn the secrets to success, the tools they use, and lessons learned.</p>
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Better PR Now 003: Prof. Dustin Supa on The Dude Deficit
<p><span style="font-family: 'Helvetica Neue'; font-size: 14px;">I caught up with Professor Dustin Supa of Boston University’s College of Communication. He was presenting the findings from a pilot research project that explored “The Dude Deficit” in undergraduate public relations classrooms. Why are so few young men choosing to major in Public Relations, as opposed to related fields like Marketing and Journalism? Dustin’s research points to an explanation and suggests some ways to address this issue.</span></p> <div style="font-family: 'Helvetica Neue'; font-size: 14px;">Better PR Now is a podcast created for communicators, whether in public relations, public affairs, media relations, government relations, strategic communication, marketing, or corporate communications. Every episode delivers great insights, tips, and professional advice from some of the smartest, most experienced people in the field. Mark Phillips talks with top professionals and cutting edge researchers to find best practices as we explore new ways to hone our communication skills. Learn the secrets to success, the tools they use, and lessons learned.</div> <p><span style= "font-family: 'Helvetica Neue'; font-size: 14px;"> </span></p>
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Better PR Now 002: Col. Mike Lawhorn on the power of "Why"
<p>Col. Mike Lawhorn (Army public affairs) explains:</p> <ul> <li>The importance of asking “why?”</li> <li>How changing the words you use can have powerful results.</li> <li>Three key questions to guide your work.</li> <li>The importance of reading professionally.</li> <li>The importance of being a team player.</li> <li>How you can help the boss articulate the outcomes they are looking for.</li> <li>Why you should ask these 3 questions: <ol> <li>What problem are we trying to solve?</li> <li>Why is this a problem we need to solve?</li> <li>What do you think it will look like when we solve this problem?</li> </ol> </li> </ul> <ul> <li>The power of substituting the word ‘and’ instead of ‘but’ when disagreeing with somebody.</li> </ul> <p>Better PR Now is a podcast created for communicators, whether in public relations, public affairs, media relations, government relations, strategic communication, marketing, or corporate communications. Every episode delivers great insights, tips, and professional advice from some of the smartest, most experienced people in the field. Mark Phillips talks with top practitioners and cutting edge researchers to find best practices as we explore new ways to hone our communication skills. Learn the secrets to success, the tools they use, and lessons learned. If you want to be a more effective, more influential, and more successful professional communicator, join Better PR Now as we improve Public Relations, one conversation at a time.</p>
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Better PR Now 001: Dylan Phillips on starting an advertising career
<p><strong>Dylan Phillips discusses the importance of formative research in brand communications, the power of storytelling, how to use specific online resources at just the right time, and the VCU Brandcenter experience. </strong></p> <p style="text-align: center;"><strong>----</strong></p> <p><strong>Welcome to Better PR Now, Episode 1. I’m Mark Phillips and today we are talking with my son, Dylan Phillips. Now, before you start thinking this is just going to be one big bag of nepotism, there’s a reason I wanted to talk with Dylan, particularly at this time.</strong></p> <p><strong>                   When this interview was recorded, he had just finished graduate school and was just starting his career. I wanted to explore his experiences as a student and intern, as well as his hopes for a future working in communications.</strong></p> <p><strong>                   We’ll explore the importance of formative research in brand communications, the power of storytelling, and how to use specific online resources at just the right time. I think you’ll find this interesting. Let’s jump in.</strong></p> <p><strong>Mark:         I wanted to save this very first interview for Dylan, because it’s a special occasion. He just finished graduate school just a week ago, and I wanted to give him the absolute first interview. So Dylan, you just graduated from the </strong><a href="http://brandcenter.vcu.edu/"><strong>Brandcenter</strong></a><strong> at </strong><a href="http://www.vcu.edu/"><strong>Virginia Commonwealth University</strong></a><strong>; tell us about that program. </strong></p> <p>Dylan:        Well, it’s a two-year graduate program for advertising. It’s really intense, sort of boot-camp style. There are different tracks that people take, whether you’re more art direction, or copywriting, or someone like me who is a strategist. They also have an experience design track, which is essentially creative technology. The program is two years, with lots of presentations and a lot of student work for big brands, small brands, and sometimes live clients.</p> <p><strong>Mark:         So why did you pick the Brandcenter? There are a lot of graduate programs in advertising and marketing around the country; why the Brandcenter?</strong></p> <p>Dylan:        Well, I was really interested in getting into advertising strategy. There are a lot of options for people who are looking to get into art direction or copywriting, whether it‘s <a href="http://www.creativecircus.edu/">The Creative Circus</a> or the <a href="http://www.miamiadschool.com/">Miami Ad School</a>, but Brandcenter is the only place that has a full program for strategy.</p> <p><strong>Mark:         Tell me a little bit about the strategy track; what does that entail?</strong></p> <p>Dylan:        We do things like ethnographies, where we go to people’s homes and learn about how they use products. We do things like digital anthropologies. We are professional Googlers, but there are ways to be more affective at that.</p> <p>                   We make <a href="http://www.dylanrussellphillips.com/#!untitled/c1qu2">subculture documentaries</a> and really get entrenched in a subculture that we aren’t part of to learn as much as we can about those sorts of people. And really, the whole point of the track is to learn how to learn about people, to think strategically, and how that applies to advertising.</p> <p><strong>Mark:         So tell me a little bit more about this idea of thinking strategically from a marketing and advertising perspective; what does that mean?</strong></p> <p>Dylan:        Well, a lot of it has to do with asking “Why?” So you need to understand what the essence or the soul of a brand or company is. You need to figure that out and if that’s already defined for you, then you need to figure out who cares about it and why they care about it.</p> <p>                   And so, when you can understand both who, on a DNA level, the brand is and who the people are that love it, or could potentially love it, then you can see a bigger picture of what you need to do to make a commercial. But it needs to be based on knowledge that you have that that will connect with audiences you want to connect with. I think that pretty much sums it up.</p> <p><strong>Mark:         So that knowledge gives you insight into the connection that the company or its products have with the people that might be consumers of those products or customers of that company?</strong></p> <p>Dylan:        Yeah, usually you figure out who the people are that love it, or who the people are that you want to love it, and that way you can not only figure out where you want to talk to them, whether that is on the Internet, television, or channels like newspapers, but also how you talk to them. It can inform, and this is the side that I am more interested in: it can inform the creative decision that goes into the communications.</p> <p>                   And a lot of advertising is heading towards a lot more content creation that’s actually less advertising and more just entertainment that happens to be connected to a brand. So if you can figure out what people love, then you can create things. Content is such a buzzword, but you can create value that can add to their lives, rather than just trying to distract them for a minute to get their attention about a sale or something.</p> <p><strong>Mark:         That’s interesting. So you’ve talked about this understanding, this insight and you’ve talked about being professional </strong><a href="http://www.google.com"><strong>Google</strong></a><strong>rs; how do you go about doing that and, in addition to using Google, talk about different ways to use tools like Google. How do you go about doing this research or getting this insight that you are able to help a brand better understand and make those important connections?</strong></p> <p>Dylan:        Brand planning or strategy came about in the late 80s I believe, but it came over from Europe. And so there have been strategists for you know a number of decades now that didn’t have the Internet at their fingertips to do this stuff. So a lot of it was focus groups, man-on-the-street stuff, just trying to get people’s opinions. What’s amazing now is that everybody has a voice, and people really don’t hesitate to use it.</p> <p>                   One good thing to do is just go on <a href="http://www.amazon.com">Amazon</a> and read reviews, because that’s where people feel the strongest is in reviews. Also, if something is just sort of happening trend-wise, you can almost guarantee that you can find something about it on Reddit. I mean it’s called the front page of the Internet for a reason. It’s funny there is a cycle that sort of happens that if you find something on <a href="https://www.reddit.com/">Reddit</a> it might have not yet happened on <a href="https://www.facebook.com/">Facebook</a>, or <a href="https://twitter.com/">Twitter</a>, or <a href="http://www.buzzfeed.com/">BuzzFeed</a>.</p> <p>                   But it’s sort of like a cycle and it starts on Reddit and then you’ll see some stuff happen. On <a href="http://Twitter.com">Twitter</a> usually is more quick with the uptake, and then you’ll see it on <a href="http://www.facebook.com">Facebook</a> trends on the side of your wall. And then there’s a <a href="http://www.buzzfeed.com">BuzzFeed</a> article about it, and then the people that are the most late to the event or whatever it is will be sharing the <a href="http://www.buzzfeed.com">BuzzFeed</a> article more likely.</p> <p><strong>Mark:         So if your business involves being sensitive to, or being able to spot, emerging trends, Reddit’s a good place to be?</strong></p> <p>Dylan:        Definitely. I mean obviously you’re not just going to be searching for whatever your company is, but themes and trends surrounding that. Say you owned a mountain bike shop, you would look at what people are talking about within the mountain biking forums and other outdoor forums and chats.</p> <p><strong>Mark:         So what about the old-style types of traditional research, like doing focus groups or doing man-on-the-street interviews, or those intercept-type of interviews; is that way of research dead in your mind?</strong></p> <p>Dylan:        Not at all. I think it’s very, very important. I like to use the Internet to formulate an idea at first, and then when I get a concept and I’m able to talk intelligently with people that - so let’s go back to the mountain biking example. Say I’d never had a mountain bike before.</p> <p><strong>Mark:         Which you have.</strong></p> <p>Dylan:        I mean I have, but imagine that I hadn’t, and so I would go to Reddit first. Go on the Internet first try to figure out what’s the lingo, what’s the sort of language that people use, what are the trends, and what do people like about it, what do people love about it. That way, when I do talk to people who are involved in that activity, I can speak intelligently enough to spark conversation.</p> <p><strong>Mark:         If you were in product development, would you be also looking for pain points or where people are having problems, or where they are expressing frustration as potential problems that your company could solve or offer solutions to?</strong></p> <p>Dylan:        Yeah, I don’t think that’s just a place for somebody working in product development either. I think that looking for pain points is a great way to figure out how any company can fit in or brand can fit into someone’s life. So if I was working at an ad agency doing communications for a mountain biking brand, we might be able to figure out, that, wow mountain bikers really hate getting hit in the shins with their pedals, it hurts.</p> <p>                   So say that’s a common problem and maybe that shows up in an ad, then that way it’s a little piece of truth that when mountain bikers see it, they’re like, “They get what I care about, because that happens to me all the time and it sucks.”</p> <p><strong>Mark:         So the truth resonates.</strong></p> <p>Dylan:        Yeah, for sure. I think if you can show people that you’re not faking it, that is important.</p> <p><strong>Mark:         So it allows you to be genuine?</strong></p> <p>Dylan:        Right.</p> <p><strong>Mark:         Things like Reddit allow you to survey the landscape and see trends that are emerging, to identify opportunities.</strong></p> <p>Dylan:        You can also find people on Reddit to talk to.</p> <p><strong>Mark:         Tell us about that.</strong></p> <p>Dylan:        Not only does it paint a picture with conversations that are already happening, but you can get involved as well. So you could say, “Hey, can we talk about this?” You can pose a question that people will respond to, and then if the answers are something that you’re interested in, or particular answers are interesting to you, you can reach out to that person and send them a message.</p> <p>                   It’s interesting that the community on Reddit seems more willing to help each other than a lot of other communities online. And so if you’re just straightforward with them and say, “Hey, I’m working on a project and I would really like to talk to you about A, B or C” then more than likely, and I’ve had this happen a bunch of times, people will say, “Okay, yeah, definitely.”</p> <p>                   And whether it’s just a series of emails or whether they want to Skype with you, you get to talk with somebody who is actually entrenched in what you’re trying to learn about, which is you know way more valuable than just reading.</p> <p><strong>Mark:         Right, historically we’ve been told to define demographic personas or avatars of our perfect customer, stakeholder, or public that we’re trying to engage, does Reddit allow us to go beyond that … and actually go to real people and allow us to dive deeper and go specifically. They’re not extractions any more. They’re real, living breathing people we can go to and ask, “What do you think about this? If this was a product would you be interested? If you had shin-guards for your mountain bike would you wear them or would you think it was dorky?” </strong></p> <p>Dylan:        Right, I think that it definitely allows for that. But I don’t think enough places are taking advantage of that. It’s really easy to turn to a statistic and say, “Well, this kind of says this, so we’ll just do this.”</p> <p>                   It is much more compelling to say, “Well, this guy’s name is Tom and this is what sucks about his life.” Or, “This is what he doesn’t like about this product,” or “This is how this product makes his life better.” Those are some of the best ads: When you see real people and how they’re affected. As human beings, we’re story driven. As much as numbers can tell a story, that doesn’t resonate with us the same way that telling about how an actual individual interacts with something does.</p> <p>                   It’s actually like reading the numbers of people that have died in a war. At some point it just becomes a number and statistic, and it’s like I can’t even imagine that. But if you hear one story about one person and you get details about them dying, it’s a much more impactful way.</p> <p><strong>Mark:         It sort of becomes relatable when it’s one person’s story.</strong></p> <p>Dylan:        Yeah, for sure, or even a groups of people, maybe more than one, but it’s a human story, rather than just numbers.</p> <p><strong>Mark:         So what’s a take-way lesson from this for companies that offer products or services. How might they be able to use this deep-dive approach to better understand how their customers, or how their stakeholders, or how their publics think about things, and how they might better anticipate their needs. </strong></p> <p>Dylan:        What it really boils down to is conversation. I think a lot of times things get lost within organizations, whether you know people just sort of playing email tag or you know just passing off documents, rather than actually having a conversation about what they want to do. And also that’s within an organization, but I think it’s really important to get to know who your stakeholders are, who your audience is. And treat them like people rather than just numbers on a page because, at the end of the day they feel a certain way about your organization and that’s linked to an emotional connection. And so if you can figure out how to strengthen that in a non-salesy sort of way and an organic sort of way, it can be invaluable for you.</p> <p><strong>Mark:         Fantastic. Let’s go back to the Brandcenter for a moment and look at how it works. It has multiple tracks in addition to strategy; what are the other tracks?</strong></p> <p>Dylan:        Art direction, copywriting, creative brand management, and experience design.</p> <p><strong>Mark:         So why did you pick strategy?</strong></p> <p>Dylan:        Strategy seemed like a good mix of problem solving and creativity, which I really enjoy and it allows you to really get into culture and think about that sort of stuff. I’m really into all of that, so it just seemed like a good fit.</p> <p><strong>Mark:         At the Brandcenter, you work in teams, you function as an ad agency where you work on actual problems, real world problems, sometimes for real world clients. Tell us about some of the projects that you worked on while you were there.</strong></p> <p>Dylan:        Oh, we worked on such a wide variety of things. Some of them are more hypothetical, whether it’s the first semester we worked on a project for Marvel coming out with a new superhero and marketing that. But then, we also have real-world clients.</p> <p>                   We worked on one project that was this cheesecake company. It was interesting, because most of us went and tried it and didn’t know what to think about it really. But it was trying to be sold as a high-end luxury sort of dessert, but they are in, essentially, baby food jars.</p> <p><strong>Mark:         Is this a startup?</strong></p> <p>Dylan:        I guess it was a startup. It wasn’t brand new though; it’s been around for a while. And it was interesting. Working with a live client was a little bit more difficult, because he was very, very strict on what we could change and what we couldn’t change.</p> <p>                   And in the class, the teacher expected us to change everything and do whatever we wanted, so we did. But at the end of the day, he had the final say in what happened. And what ended up happening was he stuck with his old stuff.</p> <p><strong>Mark:         Which is the client’s privilege right? Well, it’s their prerogative.</strong></p> <p>Dylan:        Yeah, but a lot of the stuff that got made ...</p> <p><strong>Mark:         That were working on this same project?</strong></p> <p>Dylan:        Yeah, and you know a lot of the stuff that got made was really good. And you know some people recommended repositioning it, trying to change who we were talking to. Some people just changed the logo and the visual language of the brand. But he decided to stick with the same stuff that he came up with himself, which I guess is all right, but there was a lot of good stuff that he just turned away. Overall, though, people had an interesting time working on it.</p> <p><strong>Mark:         So, with experiences like that, do you think those prepare Brandcenter students for life in real agencies and life in the real world?</strong></p> <p>Dylan:        I think so. Even if we’re not working with a live client, the professor acts as a client and they are usually, in my experience, much tougher than any live client that I’ve ever interacted with. Obviously, they give their feedback in class in front of all your peers. But then you also get to sit down with them and hear about where you went wrong, or where they think that you could have pushed it further. A lot of times, for a strategist that criticism that you get is that you didn’t push it far enough or you didn’t think it through all the way. You know, they critique all of it, so the art directors might say, “Well, this isn’t very well-designed” or “This doesn’t make sense for who you are trying to talk to.” So if the strategist and the creative team aren’t meshing well, then that sometimes comes through. The live clients that I’ve interacted with in Brandcenter settings or at an agency this summer have always been really nice, at least compared to my experience at school.</p> <p><strong>Mark:         Right, did you come out with thicker skin than you went in?</strong></p> <p>Dylan:        I think so, especially about presentations. That’s something that you just get a lot of reps in. First semester, you’re presenting almost every week and it tapers off a little bit towards the end. But by then, you’ve given so many presentations and talked in front of so many people that something that a lot of people get nervous about seems normal. And by the end of Brandcenter, that is definitely something that almost everyone gets over and gets better at. So, yeah, I think so; definitely tougher skin.</p> <p><strong>Mark:         Any tears shed, either you or your classmates, over the course of the two years?</strong></p> <p>Dylan:        Oh, I never cry! But yeah, there’s definitely some crying that happens there every once and a while. It gets stressful.</p> <p><strong>Mark:         But overall?</strong></p> <p>Dylan:        Overall a great experience.</p> <p><strong>Mark:         So for students who finished their bachelor’s, are considering grad school, and are definitely in a marketing track, would you recommend the Brandcenter?</strong></p> <p>Dylan:        Yeah, 100%. My advice to them would be to have a good idea of what you want to do before you apply. I see a lot of people realizing about half way through that they wanted to be in a different track and it’s very difficult to switch. Some people do it, but you know, if you really really love writing and you want to be a copywriter, then you should apply as such. The acceptance rate isn’t super high and it’s kind of difficult to get in, but it’s totally worth it. The application is long and the program is a lot of work, but the experience is definitely worth the effort if you put it in.</p> <p><strong>Mark:         Great, so let’s go back to some of the projects that you worked on, what are some of the most memorable ones?</strong></p> <p>Dylan:        Well, we worked on one where we had a side project working with a live client, working under a grant from the Department of Energy. We branded nuclear energy.</p> <p><strong>Mark:         What was the task?</strong></p> <p>Dillion:     The nuclear Department in VCU approached Brandcenter and said, “We have this grant money and we want to have Brandcenter teams compete to rebrand nuclear energy.” Basically, what they had found out is that nuclear energy in general has a negative perception, they really weren’t sure why, and they were looking for creative solutions on how to talk about it, how to even brand nuclear energy, and how could that improve the perception.</p> <p>                   About 20% of the US electricity comes from nuclear power currently and there is a ton of lobbying that goes on from gas companies. That basically keeps nuclear from advancing and becoming more of a predominant form of energy for our country.</p> <p><strong>Mark:         So your team won.</strong></p> <p>Dillion:     My team won, yeah.</p> <p><strong>Mark:         And what did you come up with?</strong></p> <p>Dillion:     Well, it started off with what I talked about before with my process in strategy. I did a lot of reading and a lot of talking to people. I found out a few key things, one was that, in general, people didn’t really like nuclear energy that much, but most people were very uninformed. They couldn’t give me a good reason why they didn’t like it; it was just a sort of a gut reaction.</p> <p>                   Another thing I realized was that people don’t really care where their power comes from as long as when they flick the switch, it turns on. Another thing I realized was that there was just one small key difference between people that were for nuclear energy and people that were against it; that difference was the way they view risks.</p> <p>                   So the people that were for nuclear energy were more likely to do their own research or do their homework. Whereas the people that tended to be against nuclear energy were more “gut reaction” sort of people. Very similar to the sort of people you would see a story on Ebola on the news, see that it was in the US, and freak out like, “Oh, we are are all going to die of Ebola.” When in reality, that is not actually something that’s going to affect your life here in the States.</p> <p>                   So then I dug more into the idea of risk and started thinking about actual risk that affects American lives everyday. Things like texting while driving is really dangerous or eating fast food regularly is really not good for you, and over time is really dangerous as well. But people don’t really think of those as a risk, whereas people think about Ebola, or nuclear energy, or ISIS and they freak out and get scared. I wanted to know what’s the difference between these two different types of risk.</p> <p>                   I realized that people don’t care about the fast food, texting while driving sort of risk, because it’s domestic and mundane and sort of ordinary. Whereas these other things are more foreign, we don’t understand them, and they’re complicated, so they’re scary. So we realized the most exciting thing we could do for nuclear energy was to make it boring, just like those other risks.</p> <p>                  And we realized it would be a monumental task to try to shift people from hating nuclear energy and not knowing why, to being huge fans of nuclear energy and knowing everything about it. So we realized that it would be much more realistic to shift people to from ‘I don’t like it’ to ‘meh.’ So that’s what we did. We came up with a campaign called “<a href="http://www.dylanrussellphillips.com/#!nuclear-is/cjnk">Nuclear Is</a>.” Basically, it’s just a way for people to see how nuclear fits into their lives. So it could be like nuclear is doing your laundry, or nuclear is watching your favorite show on <a href="http://www.hbo.com/">HBO</a>, or nuclear is driving your <a href="https://www.teslamotors.com/">Tesla</a>.</p> <p>                   Any time you’re using electricity in your life that could potentially be a moment where nuclear energy is interacting with you, and so that’s what we came up with. We ended up winning and went to <a href="http://www.sxsw.com/">South by Southwest</a> as the prize.</p> <p><strong>Mark:         That’s excellent, so looking back on the whole process at Brandcenter, are there things that you know now, that you wish you knew when you started? Is there advice that you wish you could have given to your younger self before you started?</strong></p> <p>Dillion:     Yeah, I think the most important thing that I probably learned, and it would have been helpful at the beginning, was how I view the idea of ownership. When I first started, I thought I was the strategist and I’m going to come up with this idea and everybody is going to like it and the creative team is going to follow that idea and then execute based on that and it’s going to be great.</p> <p>                   But in reality, a lot of people have ideas and directions that they want to go in. I realized that a strategist’s role is not about coming up with the one and only idea and then forcing people to stick to that; what it’s really about is coming up with a lot of ideas, facilitating other people’s thinking, and providing context for that. So what I would tell myself, if I could go back now, I’d say, “Listen more.”</p> <p><strong>Mark:         Last summer, you had the opportunity to intern at </strong><a href="http://goodbysilverstein.com/"><strong>Goodby Silverstein</strong></a><strong> in San Francisco. You worked on a number of different projects and accounts there, tell us about that experience. </strong></p> <p>Dillion:     Yeah, it was awesome. I got to work on so many different things as an intern. I got to work on <a href="http://www.haagendazs.us/">Häagen-Dazs</a>, <a href="https://www.sonicdrivein.com/">Sonic</a>, <a href="http://www.gotmilk.com/">Milk</a>, and <a href="http://corporate.comcast.com/">Comcast</a>. I also got to work on two separate pitches, which was some of the most exciting work, because it’s all new ideas and thinking and trying to figure out what the agency can do for a brand. Which reminded me a lot of how Brandcenter operates, because you kind of look at everything as a pitch there.</p> <p><strong>Mark:         What were you most surprised about?</strong></p> <p>Dillion:     How casual everything is.</p> <p><strong>Mark:         In an agency environment?</strong></p> <p>Dillion:     Yeah. I had never worked in an agency before and it’s okay to go and talk to whoever you want to go talk to. I mean people are busy, but you know no one is closed off in an office so that you can’t go and talk to them. Everyone kind of wears what they want to wear and does what they want to do. Work still gets done and, obviously, the work there’s great, the people are great, and it’s a very comfortable environment.</p> <p><strong>Mark:         People working very hard?</strong></p> <p>Dillion:     Yeah, but not to the point where they seemed stressed or uncomfortable. It was like people were working hard because they like what they do and are passionate about it.</p> <p><strong>Mark:         Right, a very creative environment.</strong></p> <p>Dillion:     Yeah, definitely. There’s open office space that kind of promotes collaboration, creativity, and all that.</p> <p><strong>Mark:         What were some of the most important lessons you learned?</strong></p> <p>Dillion:     I think being in brainstorming sessions where they kind of solidified that lesson I was talking about before about the idea of ownership. I also learned more about how decisions are made; you think about, for example, this CEO just got hired for this brand, what do you know about this guy, what is he like? Because if you’re working for him now, he’s your client, you’re providing work to him that ultimately he will have to sign off on. That is something that I never really thought about before: Learning individual people’s preferences.</p> <p><strong>Mark:         So what’s next for you? You just finished grad school, been working really hard, now you’re job hunting; where do you see yourself in a year or five years?</strong></p> <p>Dillion:     Working hard at an agency, most likely in California. I think I’ll probably be trying to move up as a strategist, trying to create awesome campaigns and work with really creative, talented people.</p> <p><strong>Mark:         Great, one last question: What’s the best piece of advice you’ve ever gotten?</strong></p> <p>Dillion:     One that’s been the most memorable for me was when I was talking to a creative director and I was trying to figure out where I wanted to work. He said that where you want to work doesn’t really matter. I asked, “Do you mean in the agency, or city, or what are you talking about?” He said either one; it doesn’t really matter. What really matters is who you work for. Say you want to work for an amazing guy who lives in Washington, but you hate the rain. Well, it rains a lot there, so put on a jacket!</p> <p>                   That got the point across to me: Who you work with and for is more important than the name on the door or the city you live in.</p> <p><strong>Mark:         Very cool, good advice. You’ve got a really cool website; what’s the address and how can people get in touch with you?</strong></p> <p>Dylan:        <a href="http://www.dylanrussellphillips.com/">http://www.dylanrussellphillips.com/</a></p> <p><strong>Mark:         Awesome, terrific interview, Dylan. Thank you very much. I really appreciate the time. Why don’t you play us out.</strong></p> <p>Dylan:        Sure.</p> <p><strong>Mark:         There you have it; a view from someone just starting his career. You know, I’d like to check back in with Dylan down on the road about his professional experiences and whether his perspectives have changed.</strong></p> <p><strong>                   Thanks for spending a little time with us today. I hope you found it entertaining, but more than that, I hope you found something you can use in your career.</strong></p> <p>                   <strong>I’d love to know what you think about the podcast. Who would you like to hear on the show? What questions would you like answered? What challenges are you facing?</strong></p> <p><strong>Drop me a line at</strong> <a href="mailto:mark@betterprnow.com">mark@betterprnow.com</a> <strong>and check out </strong><a href="http://betterprnow.com/"><strong>Better PR Now</strong></a><strong>, where you’ll find links to all the resources mentioned in today’s episode and so much more. Well, that’s it for today. I hope you’ll join me on the next session of Better PR Now. To benefit from every episode, please </strong><a href="https://itunes.apple.com/us/podcast/better-pr-now-mark-phillips/id1093425554?mt=2"><strong>subscribe</strong></a><strong>. </strong></p> <p><strong>See you soon!</strong></p>
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Better PR Now 000: Creating the Better PR Now podcast
<p>Dr. Gwen Schiada interviews Mark Phillips to explain why he created the Better PR Now podcast. They examine the need for this podcast and how communication professionals will benefit from it. Better PR Now is a podcast created for communicators in public relations, public affairs, media relations, government relations, strategic communication, marketing, and corporate communications. Every episode delivers great insights, tips, and professional advice from some of the smartest, most experienced communication leaders in the field. Mark Phillips talks with top professionals and cutting edge researchers to find best practices as we explore new ways to hone our communication, leadership, and management skills. Learn the secrets to success, the tools they use, and lessons learned. If you want to be a more effective, more influential, and more successful professional communicator, join Better PR Now as we improve Public Relations, one conversation at a time.</p>
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