Posts by Deirdre Breakenridge:
- Competitive Intelligence
- Empowering Women
- FEEL Model
- Guest Post
- Integrated Communications
- Media Relations
- Media Relations
- Media Training
- Organizational Behavior
- PR 2.0
- PR 2.0 Technology
- PR Job Search
- PR Practice
- Public Relations
- Resume Writing
- Social Good
- Social media
- Social Media Planning
- Social Media Policy
- Strategic Communications
- What are my values?
- Am I keeping score of the good deeds vs. selfish actions?
- Are my decisions good beyond the immediate benefit, or do they have deeper positive outcomes?
- Are my decisions bad and does poor judgment have more serious consequences?
There was no audit of past video content and previous outcomes to see what worked and what did not work. Unfortunately, videos were created without an understanding of past engagement and the kind of content that created impact through a clear Call-To-Action (CTA).
The resources were not thoroughly considered, from people and process to technology and equipment that would have produced your video on time and under budget.
The role of the Video Director was not filled. No one on your team (including yourself) stepped up to fill this position. Every good video, even the informal ones, needs a director. On the surface, filling the role requires someone who is flexible, decisive, a creative storyteller and a good communicator.
Your video messaging did not pick up on what your customers were thinking and feeling. They were geared toward what the company leadership wanted to convey. The messaging did not help to solve customer problems or make their work lives better and happier. As a result, you didn’t spark their passion.
You didn’t identify and involve your internal brand champions (employees). Taking the time to uncover these colleagues and what they care about in your content creates instant alignment with your brand. When there’s employee involvement, there’s investment and the external sharing ramps up.
There was no thought process behind what creates momentum and the channels where it would occur. There was no consideration of the content people are looking for, need to know, interested to learn, and where they want to receive your content that has an emotional and a relatable appeal.
Living / working by a standard (a code of ethics), and knowing one standard is in place for everyone.
Choosing the high road when making decisions; remembering two wrongs don’t make a right.
Keeping transparency top of mind; having to engage in uncomfortable conversations with open dialogue.
A Guest Post By Michael Matheny, MA candidate at American University and FEEL Blog Post Winner
The stark divides between the cultural norms from generation to generation have always been fascinating to me. The way time and the events of the world around us can alter the desires, aspirations, values, and fears of a population for decades to come is both invigorating and terrifying. By no means is this a recent phenomenon, curiously. In fact, history tells us that generational gaps have had impacts that rippled as far as outright revolution … the formation of the United States, anyone?
Let’s hone in on more recent years, however. War, fear, international isolation, and nationalism shaped an entire generation of people that now hold the majority of power and leadership in the western world — the Baby Boomers. Likewise, the polished, seemingly utopian “American Dream” based society that Boomers created as a result of their perceptions of the world resulted in a generation of those content with an exploitative system and the status quo — cue Generation X. The story continues to unfold, and it’s no surprise that the repercussions of the actions of generations before us have led to the collective mindset and headspace that Millennials, and further, Generation Z live in. Add in the digitalization of our entire planet at the turn of the 21st century, and you’ve got quite a bit of difference to unpack.
So how does any of this relate to the path to mastering the “FEEL First” model? How do we take an understanding of generational gaps and correlate them with leadership style, motivations, and the ability to connect with people? Deirdre Breakenridge’s research, as displayed in her ebook “The FEEL First Test: How Different Generations Face Fears,” gives us a great deal of insight on just that, breaking down how people born with completely different realities in their allotted time on Earth process and handle their experiences, and translate them into the action (or inaction) of facing their fears, engaging with empathy, using ethics, and unleashing the love of their mission in life. Sure, this data is useful for academic reasons, but the impact of what you can take away is much more significant. Deirdre’s collection of research can inform all of us of how we can understand each other’s fears and aspirations, find common ground, and ultimately come together to build a better world.
By Pew Research Center definition, having been born in 1996, I am a Millennial (although many would argue that I should identify as a Gen Y/Z cusper, or “zillennial.”) My relationships — personal, academic, and professional — span a much wider timeline. My mother, born in 1978, could qualify just as easily as a “cusper” between Generation X and the Millennials. My two younger brothers, born in 2000 and 2006 respectively, are quintessential “Zoomers.” In an academic setting, the majority of my professors are of Generation X, and professionally, most of my high-level leadership is from the Baby Boomer crowd. This diversity of age provides me with a rather interesting opportunity to gain observational insight on the values, fears, and habits of each group. Observational insight isn’t enough, however, to understand a population. In order to connect with all of them daily in a meaningful way, I must find a common ground approach.
Common ground can feel like an impossible place to get to, especially in the socio-political climate of 2021. Deirdre’s research shows that even outside of our socio-political beliefs, the generational gaps in our perception of the world can truly alter the areas of the “FEEL First” model in which we naturally excel. For example, Deirdre’s research notes that “Millennials are stepping out of their comfort zone less than Gen X, professionally and personally.” Her book also notes that in a 2019 Deloitte Millennial Survey, 44% of millennials responded as “feeling stress over finances, family welfare and career concerns.”
Stress, of course, is a defining feature of the Millennial population, and has a great impact over our relationships with our peers — academically, professionally, and personally. When I take this information and apply it to my own lived experience, it’s easy to justify a lot of my self-centered thought processes. This kind of thinking, however, is detrimental to mastering the “FEEL First” model. The reality is each generation has faced a series of challenges and uncontrolled environmental factors that have contributed to their general relationship with others. For Millennials, it may be the stress experienced by navigating an existence that isn’t quite as stable as that of their parents and grandparents. For Generation Z, it’s the cynicism of living in a society clinging to an idea that has never been attainable — the “American Dream.”
Understanding different world views and perceptions is critical, not just as it pertains to the “FEEL First” model, but as it pertains to my career in communications and marketing as a whole. To adequately connect with people and understand how to effectively communicate with them, mustn’t I have the ability to perceive the world as they perceive the world? To be able to step into their shoes, and understand reality as they see it? All of this is incredibly important, and as per my results from the “FEEL First” test, is precisely the area in which I need the most work.
Alright, so I’ve hammered in my point here, and I’m sure you’re thinking, “Great, yes. There are stark differences between the generations, their perception of the world is valid, it’s important to understand each other, and that’s not your strong point, blah, blah, blah. What are you going to do about it?” Well, I’m glad you asked. Working to master the “FEEL First” model is, of course, the big priority here. And as is noted on my “FEEL First” results, engaging others with empathy is my greatest weakness. Not entirely ideal for bridging the gap between generational differences, is it? To address this, I’ve developed a roadmap to actively engage those with contrasting values, perceptions, and realities.
Commit to Action
The first step to creating any sort of meaningful change and elevating my ability to engage empathetically is making a commitment to taking action. With the information provided by my “FEEL First” test results, I can begin to target the areas in which I need to personally grow in order to build better relationships. For now, my percentages in the areas outside of “engaging with empathy” are healthy, and while not perfect, won’t be my primary focus (for now).
Say Less. Listen. Learn.
To grow as an empath, I need to plan on saying nothing. So often, we don’t listen, we wait to respond, and I am quite guilty of this. Understanding others at a deep level is active, not reactive. Now that I’ve committed to action, I will actively learn and understand others’ viewpoints, realities, and fears. And this doesn’t stop in my own personal sphere — I don’t have to know someone personally to attempt to simply listen. There are millions of stories to hear that, in this digital era, are readily accessible, and necessary. The human experience is a varied, nuanced mysterious avenue to explore.
Now that I’ve taken the “FEEL First” test, acknowledged the areas that require the most urgent growth, have committed to action, and have learned how to listen and understand the differing lived experiences of those in my world, it’s time to take what I’ve learned from the “FEEL First” approach and use it.
With newfound empathetic growth, and existing strengths in ethics, passion, and facing my fears, I should ideally be able to connect and communicate better than ever before.
Assess and Repeat.
Here’s the deal though; at the end of this roadmap is not a final destination. It’s an evaluation. The reality is, no one is perfect, and no one will ever truly reach 100% on each of the “FEEL First” categories. It’s here that I must reassess where I am, and whether I am truly living with a “FEEL First” framework. Perhaps my percentages in my stronger categories have weakened, or I haven’t quite made the progress I initially hoped for. With that, my roadmap restarts, and I travel down a continuous path to personal betterment.
Deirdre’s research indicates stark differences between age groups, and our lived experiences are indeed drastically different. But we can’t allow that to serve as a permanent roadblock between us and a better society. For me personally, learning to understand those of different lived experiences and how they face their fears, take risks, and perceive the world around them is vital to my success in virtually every arena — academically, professionally, and of course, personally. The roadmap I’ve created for myself to move closer and closer to the mastery “FEEL First” is fluid and intentionally vague. This roadmap broadly directs me, and perhaps anyone reading this with the same convictions as myself, in the direction of mastery, but the reality is, the process will be ever-evolving, and may not always yield the results that I expect.
Can mastering the “FEEL First” model unite the contrasting realities between the generations? Perhaps, perhaps not. But ultimately, any added degree of understanding that I or anyone else can cultivate with another group of humans is a giant leap in the right direction.
Michael Matheny, MA candidate at American University and social media manager for the Kogod School of Business
A Guest Post By Keke Ellis, American University Grad Student, FEEL Blog Post Winner
Back in 2014, I made a comment on Facebook about the movie Dear White People. I don’t remember the exact comment, but within days an acquaintance made a big fuss over what I had said. If I remember correctly, I mentioned something to the effect of how the male protagonist (who happened to be white) was not the ‘savior’ of the film. It did not go over well, and it led to a back and forth. Honestly, I don’t even remember the virtual argument, only how it made me feel. I hated it. It was exhausting and it felt pointless (not to hurt someone, but to engage on the platform in such a negative way). I’ve never been one to fight online (or in person for that matter) and I’m proud to say that that incident was the first and last time. I graduated with my BA not too long afterwards and in lieu of me wanting and subsequently joining AmeriCorps, I spent less and less time on social media and I rarely posted in those years leading up to me deleting the apps. And as I mentioned, deleting my social media accounts was one of the best decisions I could do for my mental health, and on a smaller scale, my personal life.
Do I think I will get back on social media? No, not in any major way. But I do believe LinkedIn is important, and it may be beneficial for me to have at least one of the big accounts (Twitter, Facebook) for professional use. Never again though for personal use. There’s no FOMO here! I’ll confess my phone health did not get better. Sadly, I still spend way too much time on Google, playing computer games, checking for texts. We’re all working on it, right?
If I’m honest, I don’t think my FEEL test results surprised me. I scored lowest (love of mission) in the area that I expected and higher (or highest) in those areas that I expected (empathy and ethics), as well. If anything, it showed me where I could ‘go’ from here. There wasn’t a revelation of me being a big softie, any more than I knew I wasn’t going to score well on telling my Instagram followers about my passions. Not only because of my lack of social media, but also because I am a private person in general. It’s something that I am working on. Not that being a private person is a ‘bad’ thing, it’s just that I tend to use that privacy as a way to shut people out (i.e., a security blanket of sorts). It’s okay to be open. Isn’t that the point of the FEEL First model? To connect in a more genuine manner? To actually open up with one another without and despite any fear we may be feeling in the moment?
I would like for my love of mission score to increase and will try to implement ways to do that. If I may divulge a personal matter – my boyfriend and I and going through growing pains; you know, the ones you have as you try to plan out how to intertwine your lives. He’s a big-time extravert. There is no friend he cannot make, no person he cannot go up to and start a conversation with. An hour can go by and for him it will feel like only a few minutes. I, on the other hand, am the exact opposite. I’m awkward with small talk and get exhausted by interacting with others. His ideal Friday night is out, among the people, maybe dancing. Mine, is at home, on the couch, watching football or hockey or basketball. We could not be more different in our personalities. However, I envy his ability to open himself up so quickly; to see anyone as a potential friend. I think of him as my barometer to stretching myself beyond my comfort zone.
I can volunteer more. I can look a homeless person in the eye and have a real conversation with them instead of just ignoring them or dropping a few cents without looking their way. I can be more present in my interactions – putting my phone away, engaging and listening in a sincere manner. I can show up for myself in new ways as well, because how can I share my ‘love’ if I don’t first believe that I can accomplish the mission to begin with? I can and will be kinder to myself; easier on myself when I fail and become a better champion of who I am and where I would like to go in my life. There is so much division and hurtful language both in-person and online. I can and will counter this by trying to practice kindness no matter where I am. I know, I know, it sounds pretty hokey. This also, I believe, helps me face fears as well. It takes courage to love yourself out-loud, we can see this through the numerous bills going throughout state, local, and federal legislatures – whether they be about race, gender, sexual orientation, or reproductive rights. I think it’s easy to tear someone down. Our last President made daily entertainment out of it. It’s much harder to support and stand up. You can lose friends, family, your job, and possibly even your life for doing so. Being kind in the face of fear and hatred is radical (just ask those who fought in the Civil Rights era).
In the wake of the death of Mike Brown – which also happened in 2014 – a teenager from Missouri who was shot and killed by a police officer, I, and a group of about 30 others, peacefully marched in downtown Shreveport, Louisiana where I’m from. We were protesting police brutality, many, many months before the tragic events of the summer of 2020, and unfortunately, many, many decades after the death of MLK. I am angry, and frustrated, and saddened. How can we still be dealing with racial injustice? Suni Lee, an American gold medalist, and member of the Hmong community, was allegedly harassed recently while out with friends. Again, I ask, how can we still be dealing with racial injustices?
I understand that as one person I should not think I can make a difference, but look at the way the FEEL First Model is shaking up how communication practitioners are working in the field? Isn’t Deirdre Breakenridge just one person? That inspires me. In the ‘roadmap’ I created (see figure 1 below), in blue are the scores from the FEEL First test I took back in September. In orange are the scores I hope to achieve. Of course, I would like to continue to engage with empathy and use ethics and good judgment at high levels; at the best I possibly can. What has worked for me in the past is to try and be fair and impartial in decision making, whether that be giving both my niece and nephew the same amount of attention or listening to a coworker when they are having a bad day. These are simple things, I think.
At the end of the day, I just want to be a good person. When I’m old and gray, looking back over my life, I just want to think I was a good person. And the FEEL First model gets me closer to that goal.
Keke Ellis is a writer, researcher, and entrepreneur originally from Louisiana, who enjoys hiking, spending time with family, and a good crawfish boil. They can be reached at email@example.com.