Category Archives: Tips
DGC welcomes Eulogy!’s Antonia Harrison as part of Rising Star Program
Last week, DGC welcomed Antonia Harrison, Account Manager with our sister agency Eulogy!. Antonia was E!’s winner of our inter-agency Rising Star program, a contest offering the opportunity for a DGC’er and a Eulogite to spend a week across the pond at their respective sister agency. The charge was twofold – for each winner to share how PR is handled in their homeland, as well as learning the differences in PR (and culture in general) in their weeklong home away from home.
Below, Antonia shares with us some of her insights on how to “PR” in the U.K.
After spending a week at DGC, Antonia talks through her top (surprising!) learnings of how PR works in the U.S.
There were some distinct differences and many similarities but across the board PR (in the U.K. or the U.S.) is all about understanding the news, finding those great story nuggets, maintaining stellar reporter relations and proactively securing placements.
Creative Dept: Handle with Care
Last week, Nina DiSesa, a creative consultant at R3:JLB, had a column in Ad Age talking about how love and trust were necessary ingredients in successful relationships between clients and their advertising agencies. She defined a “successful” relationship as one steeped in the following:
1) Longevity. Love and trust made the client-agency relationship last a long, long time because it meant that during any rough patch, the account lead was able to empathize and smooth things over. Thus, throwing an account into review was a rare occurrence.
2) Solid relationships between the client and agency allowed the agency to feel comfortable taking chances to produce stellar creative. The constant threat of having to pitch against other agencies makes creative professionals insecure, and they freeze up.
3) Good relationships lead to a happy result. Agencies produce work that resonates with customers, and client sales go up.
4) If agency creatives feel that their client loves them, they’ll go through walls to please that client. It’s important for clients and even agencies themselves to nurture and support the creative.
DiSesa should know. For many years she was chairman chief creative officer of the New York office of McCann-Erickson. DGC’s own CEO Sam DiGennaro wholeheartedly agreed with DiSesa’s column, offering, in part, this insight (via online comments):
“… intimidation, ‘gotchas’ and fear tactics have the trickle-down effect of demoralized talent, marginalized results and, worst case, commoditized offerings. This hurts everyone in the long run.”
A lot of others weighed in as well with equally interesting perspectives. Worth a read if you haven’t seen it.
‘Amercia’ the Beautiful – A lesson in copy editing
From PowerPoints to cover letters, correct grammar and spelling are the lowest common denominators when it comes to mastery of the English language. Good copyediting skills are critical to any organization or writing endeavor.
We were reminded about the value of copyediting this week after Mitt Romney’s team released an iPhone app that spelled “America” as ‘Amercia.’ One of the unspoken rules of running for President is being able to correctly spell the country you’re trying to run. While I’m confident that Mitt didn’t write this app himself, it goes to show how effective copyediting can make a difference between a strong pro-candidate tool and a small PR crisis.
With this in mind, I asked The Hit Board’s two resident copy editors, Sally O’Dowd and Kathy Sampey, to talk about some strategies and tips when they copyedit press releases, bylines, and even this blog post.
How did you learn to effectively copy edit? Was it from class, work, or just something you were always able to handle?
Sally O’Dowd: I loved diagramming sentences in elementary school, and my mom did it with me. I still call her to discuss grammar rules. I also have a master’s degree in journalism from Northwestern University. We had copyediting tests based on the Associated Press Stylebook. If we misspelled a person’s name or some other proper noun, we failed the test. This was major inspiration for becoming a good copy editor.
Kathy Sampey: I’m not a “copy editor” per se. It’s a very specific skill, and people do it professionally. But yes, I first learned copyediting symbols in a college journalism class and became better at editing in general from working at the Associated Press.
What process goes into your copyediting? Is it on the screen, on paper, do you need private space and silence?
KS: First I give a piece of copy a read-through on screen but have discovered that printing something out to proofread and edit is far more effective. I catch a lot more to correct. When I print something out, I need to go to a quieter space to concentrate.
SOD: I prefer to edit on paper first. The conventional wisdom is: you catch more errors when you are holding paper in your hands than when simply viewing the screen, where you tend to view the copy more passively. I hold a pen in my hand and go word by word. Then, I make the edits electronically. I also fact-check the spelling of every proper noun, such as company names and even cities when I am in doubt. When I write something, I have another senior writer—usually Kathy— edit my work. One of my journalism professors used to say, “Every writer needs an editor.”
In the instance of Romney’s “Amercia” incident, how do you avoid easy pitfalls such as misspelling and incorrect word usage?
SOD: This was an egregious error, and it shows just how easy it is to make mistakes and overlook them. Always print your copy and review word by word—even if it is a couple of words for an app. No bit of copy is too small, especially when the stakes are so high.
KS: Everyone needs an editor. Everyone. So I would recommend always having a second or even a third pair of eyes proofread a piece of copy and by all means, print it out for people to review it.
When you do make an error and it’s published, how do correct it?
KS: In the Internet age, correcting something is easy and quick. Obviously it’s much harder in
SOD: Apps are more difficult to fix. It had been reported that it would take Apple five days to change the copy on the Romney app (because it required the submission of a new app), but it was changed the next day.print, and if a correction cannot be made or run in print, you just have to live with it.
Any good stories around errors?
SOD: As a reporter at a local paper in Connecticut several years ago, I was writing about a man’s fiancé. Instead, I wrote “finance.” None of my editors caught the error. I felt badly about it. The man had served in World War II, and the story meant a lot to him and to me.
KS: Yes, but I’m not sharing.
Are there any tips you could share to aspiring copy editors out there?
KS: That would be best answered by professional copy editors but it’s good to at least be familiar with AP style.
SOD: Take the time to get it right. If your eyes get tired, take a break. If you have the time, take the night off and review the copy the next morning. And definitely have someone else take a look at it when the pressure is on.
Thanks to Sally and Kathy for their contributions. Remember – always, always, always have a second pair of eyes review your work before having it post.
Monday Morning Mad Men: Welcome back!
It’s been a long 17 months since we’ve seen our friends at Sterling Cooper Draper Pryce. We’re back in 1966 and SCDP is still trying to nail new business they desperately need. As we found out at the end of season four, Don has convinced Heinz to give them small piece of their business – the beans division – with the hopes of bringing attention to this often overlooked sub-brand (behind Ketchup). Thus, we find Peggy in the pitch room trying to sell in their first campaign idea to the client.
In the creative presentation, Peggy presents the team’s best campaign idea for the beans – a Bean Ballet. The client is not immediately thrilled (as Peggy expected), instead asking for something more conservative. Don joins the room and Peggy expects him to come to her rescue as her so often does when clients aren’t buying more provocative ideas. Surprisingly, Don simply agrees to come back to the client with something different and more in line with his desires. Peggy leaves feeling deflated from rejection, but that’s because she wasn’t working with the client’s vision.
If we were SCDP’s counsel on pitching new business, we would have made four recommendations to Peggy:
- Get the brief right. Briefs are critical to success. They allow clients to share their desires and visions from the outset, while helping to set expectations. When written properly, they are an important tool for both teams to stay on the same page and avoid disconnects along the way.
- Understand the way your client thinks, and tailor your pitch accordingly. If you know you have a conservative client that won’t be open to pushing the envelope, present your more conservative ideas first. Over time you can earn your client’s trust for more boundary-pushing ideas. If you can anticipate your client’s reaction, you will have a leg up for how to present your ideas, and how to work with them over time to take more risks.
- Communicate with your client. If there is a disconnect between the client and the agency, the work will suffer. Consequently, the relationship will suffer too. Make sure there is an open dialogue between you and your client…not just with your day-to-day client, but with the key decision makers. This will get you one step closer to success.
- Learn when to hold ‘em, learn when to fold ‘em. Sometimes (most of the time), a client wants what a client wants. Understanding when it’s appropriate to push for your own ideas, and when it’s appropriate to back down, is an art form, not something that’s learned from one meeting. Sometimes conceding your own ideas in the interim will allow your client to trust you later on.
We’re sure Peggy and the creative team will come back with a winning idea next week. Stay tuned!
Wisdom in the Workplace
Good advice isn’t always easy to find. But sometimes there are people you work with, at industry associations, in books, or even family that can dish out advice when you need it most and leave a lasting impression in the process. These words of wisdom can often be the driving force behind bigger business philosophies and life lessons that encourage individuals to find new ways to achieve success.
In a recent article from Business Insider, the world’s most recognizable executives shared the best career advice that they’ve received over the years. Eric Schmidt, executive chairman of Google, said the best advice he ever received was to say “yes” to things. Maureen Chiquet, global CEO of Chanel quoted Mickey Drexler, CEO of Gap, who said “you’ve gotta learn to listen.”
No matter what—or who—is your source of inspiration, everyone has that one memorable motto that helps them get out of bed in the morning and attack the work-day. Here are few gems from the DGC team:
“A handshake says everything about a person – make it firm.”- “Never hear the first ‘no.’”
- “Just because we work nine-hour days doesn’t mean you have a full nine hours to accomplish everything on your to-do list. Plan for interruptions.”
- “Asking questions does not make you stupid—it makes you inquisitive and thorough.”
- “Hire people who are smarter than you.”
- “Get on the board of a powerful women’s organization.”
- “Make sure that every time you make a mistake you know what you’ve learned and you try your best to apply the learnings next time.”
- “The day you stop learning is the day you should quit.”
Whether you’re fine-tuning your first-impression methods or extending your education, the key to a successful career is growth. Richard Branson, founder and chairman of Virgin Group said it best: “My mother always taught me never to look back in regret but to move on to the next thing.”
What’s the best work advice you live by?
Book PR in a Digital World
Sometimes when you attend a panel here at SXSW, you wind up hearing a topline conversation of things you already know and not a deeper dive into things that you really want to know. Discoverability and the New World of Book PR offered a refreshing instance of the latter with a variety of tips for today’s authors.
While the discussion on the changing media landscape, use of social media and basic pitching were things we know and practice, Rusty Shelton and Barbara Henricks – book PR specialists – made it clear that timing and access are critical to success in this digital world (sounds familiar).
With fewer reporters and publications, authors need to begin the process earlier and earlier to build proper momentum and enhance success after a book is published. A bottom up approach – starting with social media and working your way to top-tier broadcast — while seemingly slow at first can have greater impact than an initial hit or two.
To kick-start your book marketing journey and enhance PR efforts, consider the following:
Timing: Start talking up your book as soon as you have a title and topic. This will help gather interest from your inner network of respected friends, family and associates to get the buzz started. Waiting until the last minute will put you behind the eight ball when it comes to securing more traditional coverage.
Social Media: Begin talking about your book or topics closely related to it on Facebook, Twitter, a blog and with bloggers to share your expertise and engage with potential readers. Once the book is available for review, these supporters will be the first to offer a positive review and start spreading the love. And don’t feel like any outlet is too small – optimization is your best friend — so take advantage of those blog opportunities.
Video: Don’t have the time necessary to dedicateto social media? Start small with an hour per week and progress from there. In the meantime, create a video for your website that allows visitors to visualize you as an author and engage based upon your passion and expertise (not to mention help with broadcast pitching efforts).
At the end of the day, it’s up to you to write a good book; it’s up to you, your community and PR team to help make it a best seller. With the proper timing, community and tools in place, this can be a reality.
When in Austin…
A group of DGCers is heading to Austin, TX, for SXSW Interactive again this year (March 9-13), and since they are now “experienced” attendees, we asked them what people should know to get the most they can from the experience, which seems to get more overwhelming each year.
Tips for attending:
- Don’t be afraid to approach speakers after attending their sessions. It’s all about networking—go shake hands!
- Pace yourself. There is a LOT to see and do. Study the schedules (panels as well as parties) and prioritize to make the most of your experience.
- Missed the daily keynote because you were busy networking? Check it out online at http://sxsw.com/interactive/live.
- Attend parties. There are many that are free and open to anyone with a badge (for a guide click here: http://austin.sanfranfreesco.com/event/filter?tagFilter=26). Try to attend:
- The Mix at Six presented by Can We Network (3/9, 6pm)
- The Interactive Opening Party presented by frog design and Microsoft (3/10, 8pm)
- Mashable SXSWi House 2012 (3/11, 9pm)
Despite the high-tech atmosphere, it’s a good idea to take lots of business cards with you. Yes, the print kind. Maybe Freshbooks and Shoeboxed will collaborate again as they did last year. This article tells how their brilliant promotion helped attendees organize all those wonderful new contacts people made at SXSW.
And check back here at The Hit Board which will be updated regularly by the on-site DGC team with trends, attendee insights and more.
New Public Relations Definition Needs More Show Less Tell
Thanks to the Public Relations Initiative and all the people who voted, I now have a definition of what I do so my mom and dad (or kids for that matter) can talk somewhat intelligently about my employment. As you might have heard, it has been decided that Public Relations has just redefined itself as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Sounds great, less filling. Now, please remind me how this changes anything?
The truth is, the PR industry has had identity crises for some time. Having worked at several PR agencies for well over a decade, the one common denominator was that they all fell short of promoting their work – which is not to say, they didn’t do great work. Although we might not have the same sexy visual appeal as advertising, PR is very much “a see it to believe it” industry.
I was recently reminded of this shortcoming when I began writing a collection of case studies for DiGennaro Communications. I thought a good starting point for my research would be to look at case studies across all facets of the PR industry as a frame of reference. Unsurprisingly, this task wasn’t very easy. Case studies were outdated, lacked detail and in many cases (no pun intended) were difficult to find on agency websites.
This is the root of the problem. It’s not about definitions and wordplay. While you can play around with the definition of public relations all you want, we need to SHOW how our stories changed the way people live and do business – one client at a time. Focus on the experience not the definition. Besides, PR is beyond definition.
Social media channels are presenting us with more opportunities to strut our stuff more than ever. There is an abundance of opportunity to SHOW not TELL. There is a method to our madness that can only be explained through visual case studies, a deeper focus on numbers/metrics client vignettes and testimonials, and of course, word of mouth.
I Hope You Have The Timeline Of Your Life
Wednesday was another big day for Facebook. In addition to hosting its first ever Marketing Conference, which viewers could watch via live stream on the Facebook site, Facebook also launched its Timeline pages for brands. New features include an updated layout with a cover photo, the ability to edit content without having to open separate pages, and opportunities to add content that spans the course of the brand’s lifetime to date.
But how will consumers respond to this new brand page format?
Before Facebook launched brand Timeline pages, it launched personal Timeline profiles. Similar to the brand Timeline pages, users can upload cover photos, edit content in one place and add information to past years to create a more robust illustration of the entirety of their lives to date. Some people have jumped at the opportunity to update their profiles, while others have found the format to be confusing, overwhelming and miscommunicated.
“I’m not really using it,” says DGC’s Kendra Peavy. “Every now and then I take a peek, but I think more time needs to pass.”
DGC’s Erin Donahue feels similarly: “I still have no idea what Facebook Timeline really is. I don’t think it was communicated to users properly. Now one person’s page looks different from the next. I like that Facebook is evolving to meet the needs of consumers, but I wish it was easier to comprehend, and I wish there was some sort of guide for how Timeline works.”
Facebook’s mission is “to give people the power to share and make the world more open and connected.” From the beginning, it has achieved this through constant growth, innovation and adaptability. In the grand scheme of things, Timeline is just one of many changes experienced by the Facebook community over the past eight years. So will people get used to these changes as they have in the past? Share your thoughts on Facebook Timeline for brands and people in the comments section below.
