http://s69481.gridserver.com/index.php en dsonnenburg@cooperkatz.com Copyright 2012 2012-04-30T09:30:10+00:00 http://www.cooperkatz.com/comments/Hiring-our-Nations-Heroes-Michelle-Obama-Recognizes-DialAmerica/ http://www.cooperkatz.com/comments/Hiring-our-Nations-Heroes-Michelle-Obama-Recognizes-DialAmerica/#When:April 30, 2012, 9:30am posted by admin Photo: whitehouse.gov With unemployment hovering at around 8 percent nationally and the presidential bid ramping up, the economy and job creation remain hot topics in the news. CooperKatz client DialAmerica, one the nation’s leading teleservices providers, has made a companywide commitment to hire and support members of military families. As a part of this commitment, DialAmerica partnered with Jobs4America and the Military Spouse Employment Partnership, pledging to have 20 percent of its workforce be military-affiliated by 2014. With one in four military spouses unemployed and in need of job opportunities that can support them in the unique challenges they face, the timing of this initiative couldn’t be better. To support DialAmerica’s hiring efforts, CooperKatz conducted media outreach in markets close to military bases, including San Diego, El Paso and Omaha, sharing the personal hiring stories of military-affiliated employees. These efforts resulted in numerous TV, online and print stories about DialAmerica’s military hiring efforts. In turn, this media coverage generated an immediate response from job recruiters and job candidates – a vital goal for this communications initiative. In April, these efforts culminated when first lady Michelle Obama, as a part of her Joining Forces initiative, recognized DialAmerica among a select group of “forward-looking businesses” that have pledged to create more than 15,000 jobs for military families across the country.   At CooperKatz, we love both giving and getting kudos. And one from the First Lady certainly tops our list! Media Outreach, Client News, DialAmerica, Marcus Hardy 2012-04-30T09:30:10+00:00 http://www.cooperkatz.com/comments/How-Pinterest-Created-a-Nation-of-Pinners/ http://www.cooperkatz.com/comments/How-Pinterest-Created-a-Nation-of-Pinners/#When:April 03, 2012, 5:00pm posted by admin (Source: Housewag) I recently picked up Malcolm Gladwell’s book, “The Tipping Point,” written a decade or so ago about how “little things can make a big difference,” or essentially – how seeds of ideas become full-blown trends. When the book was first published in 2000, we were just starting to see social media becoming a trend unto itself. In the late-90s it started with blogging, as people started to express themselves both personally and journalistically in a shiny, new and engaging platform. Less than a decade later, Facebook and Twitter took the social media world by storm, bringing an even more micro-personal and instantaneous nature to social networking. Now we’re watching it again with Pinterest – a trend spreading so fast that it is literally redefining “word of mouth” as I write. According to PR News, as of February 2012 Pinterest already had 10.3 million monthly active users, compared to 6.6 million just a month before.  Then news hit that Pinterest surpassed Twitter in blog traffic referrals, which had everyone buzzing, including TechCrunch and Mashable. What is it that makes Pinterest such as hit? Director, Client Services, Meredith Topalanchik, provided some personal insights on our blog recently about how Pinterest has become a daily ritual for her – much more so than other new social network contenders like Google Plus. For me – someone who folds pages in every magazine I read, jots notes in 20 different notebooks and grew up scrapbooking like it was going out of style – this is the best Web creation yet invented. I can’t deny that it’s also in my nature to share my ideas with everyone I know … and yes, also those I don’t know.  (If you ask anyone sitting next to me at a dinner party, I’m sure they’ll agree.) From a business perspective, Pinterest was incredibly smart about their approach from the get-go. Instead of creating a platform that is similar to Facebook or Twitter, which many argue of Google Plus, they took a fresh approach to both purpose and layout – with an emphasis on the visual. And, instead of asking users to yet again build a network from scratch, they joined forces with Facebook to match us “Pinners” with our Facebook “Friends” – taking advantage of the social connections we’ve already established. They also combined the basic elements of social media (which I consider to be a healthy mix of narcissism and sharing), and wove in a beautiful display of imagery that really allows people to dream and be inspired. Why do retailers love it? Well because it is so easy to pin, save, share and click through to Websites – without feeling like you’re shouting over a microphone every time you post something online. What amazes me is to consider how much Pinterest will likely evolve in ways that may not even seem conceivable at this moment in time. Let’s recall the early days of Facebook, when only college students were allowed to participate.  Our profiles slightly resembled personal ads, we poked each other and posted Flair, and we created Facebook groups for everything under the sun. Then photos were introduced, and the whole platform shifted. It suddenly became, “What on earth did you do on Facebook all day before photos?” Now that Pinterest is here to stay, every PR professional and marketer is asking him or herself what we need to do for our clients. Here are a few things to keep in mind, from one Pinner to another. 1)      It’s all about the photos. They should be simple, beautiful and high-quality. As any Pinner knows, you may love a recipe, dress or pair of shoes, but if the photos are subpar, it’s probably not making it onto your board. 2)      A picture must tell a thousand words, because the Pinner is likely going to say it in one or two. Let’s take one of my favorite pins "Backyard Movie Night."  Since Pinning it over two months ago to my “One Day” board (because as a city-girl, having a backyard is definitely on my “one day” list), I’ve seen it crop up on friends’ boards with a good five to 10 different descriptions – under everything from the “Entertaining” category to “Home.” 3)      It’s not about you as the brand, it’s about the Pinners. Personalization is so incredibly important here, because most Pinners only repin something that they feel a personal connection with or want to try one day – like a new recipe, or a place to go. They are pinning it not just to show others, but also for themselves. 4)      If you’re a lifestyle brand and not on Pinterest, you need to get moving…fast. I’m not saying that Pinterest, or even social media as a whole, is the solution to every brand’s needs. Many business-to-business or other types of organizations wouldn’t benefit from a platform such as this. But brands in the home, life, food, fashion or general consumer categories should think very hard about how they can incorporate Pinterest into their social media platform if they haven’t already, and do so as soon as possible. Because if it’s anything like Facebook or Twitter, yesterday is too late. 5)      This takes relationships with bloggers to a whole new level.  We know how critical it is to engage with bloggers and treat them with respect, and with so many pins originating from blogs, thus increasing their traffic ten-fold, it will likely reshape the blogging industry very soon. We shouldn’t just watch – we should join. I would love to hear your thoughts on Pinterest as a PR tool. What do you think is next, and how can brands participate?   Just for Fun, Social Media, The Industry, Katy Layton 2012-04-03T17:00:51+00:00 http://www.cooperkatz.com/comments/merediths-musings-episode-2/ http://www.cooperkatz.com/comments/merediths-musings-episode-2/#When:April 02, 2012, 11:45am posted by admin Meredith muses about starting out in the PR industry and asks – what was your first job like, how did you get there and what advice do you have for students entering the workforce this summer?     The Industry, Meredith Topalanchik 2012-04-02T11:45:11+00:00 http://www.cooperkatz.com/comments/The-DAA-Gets-Governments-Seal-of-Approval/ http://www.cooperkatz.com/comments/The-DAA-Gets-Governments-Seal-of-Approval/#When:March 28, 2012, 12:10pm posted by admin Online privacy is a hot topic for everyone, and CooperKatz dove headfirst into the issue for our client, the Digital Advertising Alliance (DAA),  a self-regulatory body that develops industry best practices and effective solutions for consumer transparency and choice. CK’s role was to help the DAA spotlight the effectiveness of its Self-Regulatory Program, designed to give consumers enhanced control over the collection and use of data regarding their Internet viewing for interest-based advertising purposes – working alongside policymakers. CK supported the DAA from square one, introducing reporters to the newly-formed organization. Over time, we built strong relationships with key journalists covering advertising and marketing, technology, and privacy issues. CK helped drive visibility for the Program’s momentum and milestones, including the creation of the ‘Self-Regulatory Principles for Multi-Site Data,’ which expanded the framework of the Program beyond online behavioral advertising, as well as the launch of the ‘Your AdChoices’ public education advertising campaign.  These efforts culminated with recognition at a major privacy event hosted by the White House, where the Obama Administration, Department of Commerce and Federal Trade Commission commended the DAA for its significant progress over the past three years in implementing a strong privacy protection program for consumers. The DAA also announced its ongoing commitment by expanding the scope of the Program to recognize browser-based choices. Our strategic media outreach surrounding the privacy event generated significant visibility in top-tier media such as The New York Times, The Wall Street Journal, USA Today, Advertising Age, ADWEEK, Bloomberg Businessweek, CNN Money, Mashable, MSNBC, NPR, Politico, Reuters, Tech Crunch, The Hill and The Washington Post. Today, the DAA’s Self-Regulatory Program has achieved widespread adoption, and its AdChoices Icon is now being served via more than 900 billion ad impressions per month. Even with this success, consumers’ needs and the Internet landscape are always evolving, and the DAA will continue working to protect online privacy. Receiving recognition at the privacy event served as a major milestone - not just for the DAA, but also for the ad industry’s 40-year history of effective self-regulation - and CK was proud to be part of it! Media Outreach, Client News 2012-03-28T12:10:54+00:00 http://www.cooperkatz.com/comments/Merediths-Musings-Episode-1/ http://www.cooperkatz.com/comments/Merediths-Musings-Episode-1/#When:March 19, 2012, 9:30am posted by admin Meredith muses about embracing new social channels like Pinterest and asks - what do you do throughout the day to keep up with clients and understand their business better? The Media Landscape, Just for Fun, Social Media, Meredith Topalanchik 2012-03-19T09:30:26+00:00 http://www.cooperkatz.com/comments/Clients-and_Culture-Lessons-From-the-Goldman-Op-Ed_/ http://www.cooperkatz.com/comments/Clients-and_Culture-Lessons-From-the-Goldman-Op-Ed_/#When:March 15, 2012, 4:00pm posted by admin Source: Victor Kerlow / New York Times As I was conducting my daily ritual of reading The New York Times yesterday morning, I stumbled across an Op-Ed piece that got me thinking – and it’s clear that I wasn’t the only one.  The letter, or rather, the treatise, has already garnered significant attention.   “Why I Am Leaving Goldman Sachs” was written by a seasoned Goldman executive who had risen through the ranks of the firm for over a decade. The reasons for (and particularly the method of) his departure may seem over-dramatic or inconsequential to some. Yet they are – or rather, should be – an important reminder that it’s not just all about the work that we do (whether as investment bankers, PR professionals, or as hairdressers or massage therapists) but also the context in which we do it – and attitudes of those around us. The first issue this raises for me relates to the professional services / client experience. The author of the piece sadly states that the best interests of his clients are no longer as important at Goldman as making money. Some might say this was always the case at any Wall Street firm. He claims otherwise. But from his perspective, it now unfortunately all comes down making a buck – whether or not that buck is at the expense of those paying Goldman for its services. I don’t have any insights into the financial realm. But I can tell you in public relations agencies these days, I’d be hard-pressed to find a professional who isn’t client-focused – who doesn’t over-service his or her clients, at least from time to time. Over-servicing is an issue with which the industry continues to grapple, but it’s typically rooted in a total focus on success for the client. It’s what we sometimes have to do to not just get the job done, but to get it done well. In a range of industries including investment banking and public relations, the client must be front and center. And while that understanding needs to be imparted by senior leadership (in what they do as well as what they say), it also needs to be infused throughout the company as a whole, down to the most junior person. Once you take your eye off of the ball – in terms of being a true strategic partner to the client – you’ve relinquished valuable ground that may never be regained. The other issue the Op-Ed raises for me was the all-important, yet still somewhat ‘squishy’ issue of culture. The author called this the ‘secret sauce’ that once held everything together at Goldman – the guiding principles and spirit that was the foundation of what the firm had built and what originally drew him to submit his resume. In his case, put simply, once the culture goes, the company is in jeopardy – at least the company at its strongest potential. Sure, the bottom-line and the length of the client list may not immediately suffer. But the culture that each team member plays a part in creating can all too easily erode those outcomes overtime. I come from this, of course, from a fortunate position: I am lucky enough to be employed at a place where we work hard for our clients and do our best to provide the counsel and expertise that will help them be successful. And I am also lucky enough, as I tell friends and family, to work with a group of people who are among the smartest, most hard-working and yet enjoyable colleagues I’ve ever met – and for whom the success for our clients is always the first and most important focus. It’s unfortunate that after his long tenure the author of the Op-Ed has to leave Goldman Sachs in order to be able to say the same. The Media Landscape, The Industry, Melissa Connerton 2012-03-15T16:00:55+00:00 http://www.cooperkatz.com/comments/Paula-Deen-Misses-the-Sweet-Spot-as-Spokesperson/ http://www.cooperkatz.com/comments/Paula-Deen-Misses-the-Sweet-Spot-as-Spokesperson/#When:February 16, 2012, 12:00pm posted by admin In public relations and marketing, the use of third-party spokespeople – and more specifically celebrity spokespeople – has become commonplace. Whether it's Michael Phelps for Subway or Kim Kardashian for Sketchers, brands make significant investments in celebrity endorsements with the hope that their buy-in on a product or service will equal the buy-in of millions or even billions of consumers in the U.S. and around the world. As you may have seen in recent news coverage, it was revealed that Food Network celebrity chef Paula Deen has been battling Type 2 diabetes since 2008. On the heels of this revelation, she and her two sons were announced as the new spokespeople for pharmaceutical company Novo Nordisk's diabetes treatment Victoza.   If you're familiar with Mrs. Deen's cooking shows, you know her food is quintessential southern-style cooking – and there is nothing low fat about it. As a born and raised Georgia girl myself, I can appreciate the deliciousness of a good 'ole fashion southern meal.  However, the issue that many people have with this is clear. Deen is now getting paid a substantial amount of money to be the spokesperson for a diabetes medication, yet has been promoting unhealthy eating habits that are proven to contribute to this disease for her nearly 25-year-long career. For Nova Nordisk, I understand why they thought Deen would make a good spokesperson. She is a well known celebrity, who before this incident was extremely well liked, and she is suffering from the illness their product treats – making her relatable on many levels to their target audience. What's surprising to me is that the marketing / PR folks seemingly glossed over the high likelihood of consumer and media backlash, given the type of food Deen cooks and the eating habits she promotes. For them, this was a fatal mistake. In all of the coverage I saw and read about Deen's new role as spokesperson for Victoza, the focus was not on the treatment and its benefits. The focus was on Deen and the duplicity of her receiving large sums of money to promote a diabetes treatment without taking responsibility for her promotion of the eating habits that are one root cause of this illness. In my opinion this was detrimental to their brand on two levels. First, while the influx of coverage over this announcement was monumental, I would wager that it was largely negative. Despite the old cliché "all publicity is good publicity," most PR professionals would disagree. Secondly, many consumers will now assume, at least from my point of view, that Novo Nordisk doesn't "get it." They don't understand how eating and lifestyle habits affect the lives of patients using their medication and, more importantly, they don't seem to care as long as those people are still using their diabetes treatment. This whole situation got me thinking about best practices for companies looking to engage with a third-party spokesperson. Whether it's a celebrity or an industry expert, it's the company's (and PR agency’s) responsibility to do the full due diligence, properly vet all prospects and push themselves to anticipate the negatives. PR professionals need to look beyond top-line benefits that come with bringing on a notable spokesperson and examine all possible outcomes – especially those that could potentially play out in a negative way. Here are some key takeaways to consider: 1. Research is critical: This may seem obvious, but too often insufficient or incomplete research is the cause of situations like these. There needs to be more than just top-line searching – or top-line assumptions. As PR professionals, we are expected to dig deeper. Take the time to think about the people you are considering and how their professional careers and private lives could affect your brand. The Deen example reminds us to be "worry warts" and consider the ways in which a given spokesperson could be viewed in a negative light, bringing the brands we represent into question along with them. 2. Align on Key Messages: For all initiatives, it's critical to have clear messaging down for the brand's spokespeople. This is of even greater importance when that person is from outside the organization. An important aspect of this is preparing for the tough questions. Think through the areas and / or topics where someone could criticize your program and prepare your spokesperson to answer those questions.  When Deen was confronted by reporters about how her diet plays a role in her illness, it didn't appear that there had been proper preparation on how to answer questions regarding the type of food she cooks. Depending on your point of view, Deen came off as clueless or even a bit callous. 3. Prepare for any and all scenarios: Despite thorough research and excellent preparation, there is always the possibility that things will not go as planned. The way your company handles the situation speaks volumes. In the case of Novo Nordisk, once it became clear that the public was reacting negatively to Deen's engagement with their company, they needed to work with Deen to change their messaging to address the public's concerns. Whether they did that quickly enough is open to interpretation. Working with a third-party spokesperson always carries potential risks, but as PR professionals it's our job to take all necessary steps and precautions to prevent situations like these. What do you think of Novo Nordisk's selection of Dean as spokesperson for Victoza? Did you have any other key takeaways?   The Media Landscape, Media Outreach, The Industry, Shoshana Hochdorf 2012-02-16T12:00:31+00:00 http://www.cooperkatz.com/comments/From-New-Kid-to-Corporate-Kat/ http://www.cooperkatz.com/comments/From-New-Kid-to-Corporate-Kat/#When:January 30, 2012, 11:30am posted by admin   I admit – I still feel like the new kid at work. But I can’t say I expected to feel quite different with just a few months of experience in the public relations industry. I am relatively new to the PR world. And I still have a lot to learn.   When I graduated last May, I viewed my public relations degree as an impressive accomplishment, the culmination of four years of hard work paying off. Finally, I reached the finish line!   Now, after a few months in the workplace, I realize that my education isn’t over; it’s really just beginning.  My degree has proven to be my ticket to learn even more.  Here are the three significant lessons I’ve learned since joining the CK team in September.   Every form of communication can be strategic. Strategy can play a role in everything you produce.  Even a quick phone call or one line email can be purposefully worded. Strategy is the foundation of every opportunity you pursue on behalf of your client or the agency. No press release, pitch, byline, tagline, tweet or post should be created arbitrarily if they are intended to pique the interest of the media and public. Each PR tool is creatively and tactically drafted to achieve a specific goal.  Media relations requires patience and persistence. Even more so, it requires you to hit the phones. After you strategically (remember point No.1!) build your media list, which will require patience in researching and organizing, pick up the phone and call the reporter. Don’t rely on email. Very few people read all the emails they receive in a day, especially reporters who get inundated with press releases. Get them live. You will hear “no” a lot. For someone who spent four years in sales, I still have a hard time not taking rejection personally. But it’s a numbers game. Figure out why the angle didn’t hit the mark that time, learn for the next experience and move on to the next reporter who may find you information relevant and interesting. It’s important to find the balance between perfectionism and productivity. Professional services firms like ours require a very high standard of client services AND the tenacity to meet them under intense, competing deadlines – which can be a pretty intimidating combination. So face it. You my never devise a flawless phone pitch or draft the perfect press release. You will learn with experience, so be brave enough to make mistakes and grow from them. Most importantly, don’t allow your need to be perfect prevent you from being productive. Be thoughtful and diligent when working on projects understanding that your work will be critiqued (because it certainly will!). Ask for feedback and apply it to your next project. The first job you get out of college is equally as exciting as it is challenging. It’s your earned opportunity to learn. Take advantage of it and absorb as much knowledge as you can from your colleagues and clients. And don’t worry so much about being the new kid. Before you know it, you won’t quite remember when you made the transition from new kid to corporate “kat.”   AC Perspective, The Media Landscape, Media Outreach, Kelsey Thompson 2012-01-30T11:30:47+00:00 http://www.cooperkatz.com/comments/CK-Hiring-for-Manager-Level-Position_/ http://www.cooperkatz.com/comments/CK-Hiring-for-Manager-Level-Position_/#When:January 25, 2012, 8:39am posted by admin CooperKatz is looking for a new Manager, Client Services - a high level position here at CK which includes a spot on our Management Team. The full job ad cab be viewed here on LinkedIn. But below are some of the highlights of what we're looking for. And for anyone who'd like to apply, just send a thoughtful email along with your resume to recruiting@cooperkatz.com.  Award-winning independent New York public relations agency, CooperKatz & Company, seeks a high-energy individual with approximately 10 or more years of experience in public relations for the position of Manager, Client Services.  You will lead a range of engaging business-to-business and consumer accounts, as well as serve on our Management Team.  We offer competitive compensation, a collaborative culture and work environment, and tremendous opportunity for growth.  (Ranked #11 on The Holmes Report 2011 list of “Best North American Agencies to Work For") The ideal candidate has these types of skills and experiences: Proven account leadership skills, with “big picture” understanding of each client’s industry, issues and operating environment Confident and effective speaker and presenter, as well as an active listener open to feedback Sophisticated writing skills with experience developing high-level strategic documents (e.g., proposals, programs, strategy documents) Demonstrated experience in leading digital / social media strategy; clear investment in staying hands-on with key technologies and platforms Experience in working across multiple industry sectors Proven ability to retain and build client relationships, including managing through challenges High levels of accountability relative to financial stewardship of client accounts and agency as a whole Proven ability to managing teams that generate results, and treat one another with caring and respect Thoughtful and effective coach for junior staff; invested in the development and retention of high-potential staff members Innovative and creative thinker Agency News & Updates, Recruiting and Hiring, Anne Green 2012-01-25T08:39:59+00:00 http://www.cooperkatz.com/comments/Lessons-Learned-on-Email-Over-Reliance_/ http://www.cooperkatz.com/comments/Lessons-Learned-on-Email-Over-Reliance_/#When:January 24, 2012, 11:00am posted by admin For the most part, Public Relations plays a ‘behind-the-scenes’ role — promoting, driving visibility and managing the reputation of companies and brands. It is rare that we, the PR folks, are in the media spotlight. Sometimes, when we are it is not for good reason.  This was the case for Ocean Marketing’s Paul Christoforo, the former representative for N-Control's Avenger controller attachment who also doubled as their customer service agent. He was recently entangled in a hostile email exchange with an N-Control customer, Dave, which went viral after it was posted on the Penny Arcade blog. Mr. Christoforo’s ‘poor communication’ with first Dave and then Mike Krahulik, head of Penny Arcade, ultimately led to the demise of his relationship with N-Control and the media crucifixion that followed First, let me say that the lessons learned from this incident have wider implications beyond PR, because communication is the lifeblood of every organization. It is a fundamental necessity in order to exist and thrive. Without it projects / plans cannot be accomplished. So, it is ironic when communications disciplines within an organization are overlooked and misused. Secondly, those who specialize in communications (i.e., PR, marketing, customer service, etc.) are the ‘face’ of an organization, as such should know better than to engage in a war of words.   That said, cases like Mr. Christoforo’s are extremely rare. I will vouch that most PR and marketing professionals are well behaved and are excellent communicators.  Even then, it is sad to see someone in our line of work (or someone who presumes to be) go down in flames — not that he didn’t deserve it, from what we can read. But, for the rest of us it’s a good reminder of what not to do, especially if we’re involved in launching a new product or service. Here are a couple morals to this story — Have a contingency plan Product delays are as common as traffic in Los Angeles.  In the gaming industry, this is especially true. As part of the PR plan for the Avenger, Mr. Christoforo should have worked with N-Control to create a series of prepared Q & A’s to deal with scenarios such as shipment delays, and use their Web platforms (Website, Twitter page, Facebook page) to provide regular updates to customers. It is pretty evident from reading Mr. Christoforo’s vague answers and the customer’s increasingly frustrated responses that there was no Q & A responses prepared. Know your audiences The email exchanges with Dave and then with Mike Krahulik show that Christoforo did not know N-Control’s key audience base. Penny Arcade is a popular gaming Website (which also runs a major gaming expo). As N-Control’s representative, he should have done his due diligence before responding to Mr. Krahulik. At the very least, he could have Googled Krahulik’s name before sending such a flippant response. When initiating a communications plan for a new service or product, it’s vital that you know your audiences, identify the thought leaders in these groups (i.e., Mike Krahulik) and how they communicate.  Further to that, PR professionals should know that unhappy customers often go to the media when they experience poor customer service, and gamers often go to the Internet. Choose the communications platform by the situation One of the best lessons I learned in graduate school was that every time you attempt to communicate, there is a 50 percent chance you will miscommunicate. While there is no foolproof method, PR pros know how to engage effectively across multiple communications platforms (i.e., in-person, telephone, Internet, etc.) and are mindful in how we use them. Getting entangled in a nasty email exchange is certainly NOT being mindful, especially if you are trying to resolve an issue.   For all the benefits of email, it has its shortfalls and it is often so overused to the point it is misused. This month, new reports on Internet addiction surfaced citing it as a worldwide issue, leading to ‘new forms of rudeness.’ Email, social media and texting lack a lot of vital non-verbal cues (i.e., tone of voice) and immediacy that you get from a face-to-face or telephone conversation (or in today’s tech age, video conferencing) and that are often necessary when people are looking for an urgent response or hoping to resolve an issue. This may be why the teleservices industry is booming.  And, yes, social media is also widely used in customer service (and just about everywhere else), but again is not always appropriate for every situation.   When you are mindful, you will find that sometimes it pays to take a break from your tablet, smart phone or your laptop and simply pick of the old-school telephone. If face-to-face is not an option, let’s concede that video chat comes close.   Put your ego aside Take it like a pro! Those in our field of work understand that it’s not about us; it’s first and foremost about the brands we represent – and the people who buy and use those brands. As an extension of our clients, it’s likely the negative feedback is not directed at us, personally. But, there is a flip side. PR is like a marriage and your client is like your spouse. What you put out there is a direct reflection on them. If what you are writing is not something you would want your client to see later, don’t write it. Further to that, if it is going to get you in any sort of trouble, chances are you shouldn’t say it at all regardless of the communications medium you are using. While the media hype around Mr. Christoforo has died down since the story first broke, there are lessons (or good reminders) from this email incident that can be applied for the longer term. Everyone makes mistakes or has a ‘bad day’ from time-to-time. But, for those in professional communications this is what we know (and should be able to do best). If we can’t get that right, we – like Mr. Christoforo - are a fish out of water.   The Media Landscape, Media Outreach, The Industry, Antonia Caamano 2012-01-24T11:00:23+00:00