Deirdre Breakenridge

The New Year is off to a great start.  We’re focusing on our resolutions and trying to accomplish many tasks in one day.  With school and work projects, and family responsibilities too, the biggest question is always: How do you manage your time to be more efficient and to achieve your goals?

Recently a PR student and fellow PRStudChat community member, Keith Hayes, who attends Flagler College in St. Augustine Florida, reached out to me with a time management question. He wanted advice on “juggling a number of different projects at one time.”  I emailed him my list of time management “Do’s” and “Don’ts.” However, to fully answer Keith’s question and a question on the minds of so many PR students and professionals, we decided to turn to our community for some best practices.

On Wednesday, February 15, 2012 at 8:30 p.m. EST, get ready to share your best tips on time management. Help your peers with your ideas about project management, apps to get you better organized, managing your calendar, and, most of all, selecting and committing to the right projects (and, not every project that comes along). I recently wrote a post about my favorite note taking software, Evernote, and how it helped me to write my new book.  If you want to share some “advanced” tips now, on your note taking software, we’ll highlight your favorite(s) and ask you to elaborate with the community the night of February 16^th.  Please feel free to comment on this post, or to start a discussion in our LinkedIn Discussion Group.

We’re looking forward to hearing your thoughts on time management and how you find more efficient ways to juggle the many exciting opportunities and projects in 2012. We want it to be a busy, yet productive year.  Join us for a dynamic discussion filled with helpful tools and resources to get you more organized. Hope to “see” you on the 15^th.

A Little More About PRStudChat:

It began with a simple question asked by Angela Hernandez, then President of PRSSA at Central Michigan University (CMU). “Is PR Right for me?” A follow up blog post by PR 2.0 expert Deirdre Breakenridge inspired a series of direct messages on Twitter between Breakenridge and fellow PR industry pro, Valerie Simon. This was an important question and one that should be explored beyond one student or one blog post. Why not build a community to help students across the country, and even the globe, learn from the experience and perspective of industry professionals… A community where everyone can learn and grow together. Read more

It was the greatest feeling to neatly pack up all of my chapters in a zip file and ship them off to my executive editor.  It took about three months to write the introduction and 10 chapters for my book, “Social Media and Public Relations: Eight New Practices for the PR Professional.” By far, the quickest writing process for me yet. About a week ago, I publicly thanked my husband on Facebook for “putting up with me” during the writing process homestretch. And, now it’s time to give thanks to the note taking software that kept me organized from draft outline through to final chapter edits – the software that enabled me to be more efficient, remembering everything, and capturing snippets of information, which most certainly would have been lost otherwise.

Thank you Evernote for helping me to remember, save and then access information later.  I used Evernote everyday and everywhere (on my laptop, Kindle Fire, iPad and Droid to add so many interesting quotes, facts, case studies, technology tools, and pieces of research into my book.  If you’re not familiar with Evernote, you certainly don’t have to be an author to use it.  I recommend Evernote to those who love to write lists and check them off completed tasks.  I also think Evernote is perfect for busy professionals who uncover interesting information all the time, but because they’re on the go want to save the information to review later.  Evernote is also terrific for recipe keeping, accounting of your monthly expenses, and a place to document progress on any project.

For me, Evernote was the first step in my book. As soon as I received my contract from Pearson Education, I started my chapter outline and also set up notes for the many experts I wanted to reach out to for interviews.  I used Evernote as a step-by-step “To Do” list as I contacted, interviewed, and wrote expert passages. I’ve written four other books in the past, and working with a number of people, it’s very easy to let deadlines slip through the cracks.  With Evernote, I reached every deadline with ease. I also used Evernote as a way to capture the footnotes for each chapter. I’ve learned to add the footnotes in at the end, after using one single note to keep track and to neatly organize every citation by chapter.

Here’s a screenshot of several different notes I used during my book writing process:

Evernote was an everyday, almost every hour, tool and I would not have finished my manuscript in such an organized and expeditious manner if it wasn’t for this note taking software. Just for the record, I have no affiliation with Evernote other than I’m a huge brand champion!

I hope you will check out Evernote and let me know some of the creative ways you are using it to help with your projects or your daily tasks.

A Guest Post By Jim Joseph

Last week I had the distinct privilege of being a guest host on #prstudchat.  At first I was excited to be invited, thinking that someone out there thought I was a stud.  But when I realized it was going to be full of students … well as a professor at NYU I jumped at the chance!

I am a big believer in the overall brand experience as a way to think about marketing a product.  But the truth is there are lots of people who have theories about marketing.  For me, it’s less about theory and more about practicing and observing and learning and reapplying.  Marketing is a spectator sport, and we can all learn from the marketplace and from each other.  Twitter chats are one great way of getting together and sharing.  And when it’s quick and 140 characters, all the better!  I so enjoyed the “experience!”

QUESTION ONE:   How does PR contribute to a customer experience that builds loyalty?

We are the lucky ones!  I believe that public relations is actually the closest to the consumer.  Especially with social media, we are the part of the marketing mix that is talking directly to consumers as they live their lives.  We have been trained to talk WITH our consumers, not AT them (as in advertising).  We seek out the influencers who they trust, even when it’s just their other girlfriends!  In that way, our efforts seek to build relationships that lead to loyalty and ultimately create a lasting brand experience.  That puts us in charge of building the brand experience and ultimately for me, the brand.

QUESTION TWO:  What are favorite examples of companies with strong and consistent branding?

In my books, I discuss a number of examples where a brand has created a consistent and relevant experience that has created long-lasting loyalty.  J.Crew is one of my favorites because they’ve been able to tailor their experience, yet keep it consistent across all of their venues be it retail, web, social media, or catalog.  Every interaction is uniquely J.Crew, yet specific to the touchpoint.

Lady Gaga also comes to mind.  She’s not just a marketer, but also a brand.  Perhaps one of the best at having a strong mission for the “underdog”, consistent messaging about her fans, and a compelling experience that evolves and evolves.

I would say that brand Paula Deen fell off the wagon this month.  She had a very consistent experience (like it or not) but she took a very sharp turn and it is jarring for her fans.  Let’s leave it at that!

Can’t talk about the brand experience without talking about the magic of Disney – across all of their theme parks, movies, tv shows, merchandise – it’s all about the magic of childhood and recapturing it with your family.  They own it!

QUESTION THREE:  What communications touchpoints engage customers the most?

The answer to this one depends on the consumer and how they live their lives.  But in general, I would say that the most effective touchpoints are the ones that seemingly naturally pop up when the consumer is in the right mindset for your brand.  I’ve seen touchpoints in gyms that are more relevant than mass advertising or PR!

The best touchpoint is the one that bumps into your consumer at the time they might consider you. The other day I was at the gym and saw a poster in the men’s locker room for athlete’s foot.  Now that’s a touchpoint and a brand message that is “right place, right time!”  And you know what, they had samples at the front desk as well.

The best way to pick touchpoints is to know your consumer and how she specifically lives her life.  Figure out ways to get in front of her when she needs you.  That’s how she’ll jump onto your brand experience and then hopefully share it with others.

QUESTION FOUR:  What advice would you give to PR students & pros about creating a better brand experience?

We could write volumes about this, and in fact I have!  But to keep it simple, the first step is to know your consumer and to know her better than your competition does.   To know her is to know how to market with her.  The second step is to know what you, as a brand, are capable of offering her. You can’t give your consumer something that is outside of your brand’s skill sets and abilities.  So the key is to match what she wants and needs with what you are uniquely able to offer to her.  Then build the experience on her terms – when and how she needs you.

QUESTION FIVE:  What are the secrets to finding success at a New York PR firm? 

I think you need to be willing to do anything to learn.  My best advice is to start out working on a smaller brand where you can play a bigger role.  There’s not as much staffing on the small brands so you can become more of a leader and do more strategic activities sooner.

Make yourself indispensable to your clients and to your teammates.  Be the “go to” person for the brand’s information and you’ll find yourself in the middle of all the meetings where decisions are being made.  You’ll be in the middle of the action, not on the sidelines waiting to hear what’s going on.

Don’t expect anything to be handed to you.  Use some sweat equity to build your own brand.  Others will start to figure out that you are a future leader and they will gravitate towards you.

Think about what you want your own brand experience to be for the people you work with and for – make yourself valuable for them and you will rise!

Jim Joseph is the President of Lippe Taylor, the Author of “The Experience Effect” series and a professor at NYU

www.lippetaylor.com

www.jimjosephexp.com

On February 9, 2012, I’ll be joining my colleagues in Amsterdam to deliver a keynote on Eight New Strategic Practices for the PR Champion.  As a part of the preparation for the event, The Social Conference 2012, I was asked to discuss a few topics.  My video focuses on several of the “hot” topics in PR and how professionals today are taking on new roles and responsibilities. These topics include: the differences between the old and the new PR mindset, the impact of social media on the relationship between journalists and PR pros, how social media requires a unique and powerful new communication approach, why social networking changes the approach of crisis management, and what’s going on with corporate messages and the good “old” press release.

I’ll be touching on these topics in my presentation, which is also the subject matter of my new book with FT Press. I’m also very excited to announce that my book, “Social Media and Public Relations: Eight New Practices for the PR Professional” is available for pre-order on Amazon.  You can learn more about my book here.

If you’re in the Amsterdam on the 9^th of February, I hope you will visit me at The Social Conference 2012!

Happy New Year #PRStudChat friends!  We’re ready to kick off 2012 by focusing on the customer experience.  On Wednesday, January 18^th 2012 at 8:30 p.m. ET, the #PRStudChat community will discuss how using public relations creates a better brand experience.

Joining us on the 18^th is our special guest Jim Joseph (@JimJosephExp), President of Lippe Taylor, and the author of The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience.   Jim is an expert in building brands that offer consumers unforgettable experiences. He will share his expertise on how to help companies create a simple yet powerful brand experience, one that resonates purpose fully, consistently, and continuously with their customers.

Here’s a little more background info on our special guest:

Jim Joseph is an award winning marketing professional who has specialized in helping blockbuster clients including Kellogg’s, Kraft, Cadillac, Tylenol, Clean & Clear, Aveeno, Durex, AFLAC, Ambien CR, and Wal-Mart create successful brand experiences that engage consumers and add value to their lives. His first book titled “The Experience Effect” is aimed at helping marketers build consistent brand experiences across multiple touch points.

Prior to joining Lippe Taylor, Jim started his own agency, which he later sold to Publicis and then merged it with two others to create Arc-NY, the largest integrated marketing services agency in Manhattan, at the time. He later took over Publicis’ Saatchi & Saatchi Wellness, where he led the transformation of the agency from traditional advertising to diversified marketing.

We’re thrilled to have Jim join us for the January 18^th #PRStudChat session. We’re looking forward to a dynamic discussion on the best ways to create a more engaging brand experience. If you have any questions for our special guest, please feel free to post them on our LinkedIn Discussion Group.  Hope to “see” you on the 18^th!

A Little More About PRStudChat:

It began with a simple question asked by Angela Hernandez, then President of PRSSA at Central Michigan University (CMU). “Is PR Right for me?” A follow up blog post by PR 2.0 expert Deirdre Breakenridge inspired a series of direct messages on Twitter between Breakenridge and fellow PR industry pro, Valerie Simon. This was an important question and one that should be explored beyond one student or one blog post. Why not build a community to help students across the country, and even the globe, learn from the experience and perspective of industry professionals… A community where everyone can learn and grow together. Read more

One of the first things I learned in marketing was to “mirror” my audience’s behavior.  For example, working at an agency for years, we learned to watch the body language of the executives in the room. Lean forward at the boardroom table if they lean forward, be more relaxed if they are more relaxed. If the client was visiting and he or she was a “corporate” type and wore a suit, the entire marketing/PR team would suit up for the meeting. Mirroring your audience goes further today to understand their experience.

It’s all about the experience.  Listening, making connections, sharing what’s relevant and of value to build stronger relationships.  You can do this online and in the physical setting. There are audiences that you should think about daily so that your experience with them grows into a trusted relationship.  One of the most important relationships is the one you have with executives and/or the CEO of the company.  In order to move your relationship to the next level, you need to think about their experience and what they expect from you.

Let’s start with the CEO or the executives that you work with.  It doesn’t matter if you’re on the same team (in-house marketing for a brand, non-profit, etc.) or you’re the agency partner, the amount of relevance and value the executives experience with you and your interactions will determine your level of relationships success.  It’s important for you to think like the executives to deliver what they need from their communication professionals.

Here is your list of things to think about when you interact with the CEO to make his or her experience better:

• Leads, sales, and the sales cycle
• Employee recruitment
• Employee productivity
• Strategic partnerships
• Customer service satisfaction levels
• Company coverage and endorsements
• Crisis mitigation
• Brand reputation
• Competitor activity in the market

These are a few areas when highlighted and measured, as a part of your communications programs enhance the executives’ experience with you.  Now, this does not mean that your executives don’t care about the many other important areas related to communications and your job function, or the programs you create and implement.  Executives only have so much time in a day, and they’re focused on specific indicators that move the business toward profitability and a more favorable reputation in the eyes of the public.  If you only have a brief window of opportunity with your executives, then you want to be prepared to make their experience with you as relevant and valuable as possible.  Organize the information that’s a part of their world and bring it to the table. You will see your relationships with executives grow to new levels of trust and respect.

What valuable information do you think about and share with your executives to enhance their experience?

Happy New Year! I wanted to kick off the year with my book review of the End of Business as Usual by Brian Solis.  The video review is almost 10 minutes long so grab a drink and a snack   If you’re looking for a book to read in 2012 that challenges your thinking and makes you want to learn more about the consumer and information revolution, then watch this review.  Hope the information presented is helpful. Enjoy!

As I was working on my New Year’s resolutions, I came up with the “4Fs” to help guide my accomplishments in the 2012.  The 4Fs include: Fix it, Focus, Forward thinking and Fire it up (with Follow through).  My video details the 4Fs and how you can use them to stay on track with goals in the New Year.  I hope you’re all working on your New Year’s resolutions to make 2012 the best year yet. I look forward to many more exciting discussions and continued learning in 2012. Happy New Year!