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Book Announcement: Answers For Ethical Marketers Published as a Guide to Good Business Communication

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When I started my public relations and marketing career journey, I thought ethics and values always entered the equation. Every professional, journalist, and media outlet practiced ethical conduct. Naive, I know!
 
What I’ve learned quickly, and, in some cases, with a big lesson attached, is that ethics and values are a personal choice and a professional practice. Defining your values and applying your good judgment in decision-making goes with you, down every road and at every crossroad. You do not leave your values at your company’s doorstep and automatically adapt their “best practices.” Suddenly, the ability to pause, question, involve smart people in decisions, and course correct are critical actions. Upholding the standards of truth, objectivity, accuracy, fairness, with a “Do No Harm” approach is also what you want to rely on every day. This way, at the end of your day, your integrity is still intact.
 
Answers For Ethical Marketers Released  in April 2021
Now, there’s a book with personal stories, shared experiences with business thought leaders, and plenty of questions asked and answered about ethical conduct in communications. I’m excited to announce I’ve collaborated with Routledge Publishing to release my book, Answers for Ethical Marketers. It’s the 2nd book in the ‘Answers’ series after releasing Answers for Modern Communicators in 2017.
 
My new book is just the beginning of pressing conversations about ethics and values. Some we’ve had in the past and other discussions that are new due to ever-changing technologies and the evolving media landscape.
 
Breaking Down the Book
As for the writing process, there was plenty of fodder for the pages of this book. I wrote it during a global pandemic, the 2020 Presidential Election, and, at a time, when there was racial violence. Yes, challenges lie ahead, and leaders need to be ethical role models. They should be setting an example for their employees, customers and the other stakeholders they serve. However, is it just leaders and their communications teams responsible for ethics in communications?
 

Who is the Ethical Marketer? Well, it’s you, whether you’re a marketing / PR professional, a business person, or anyone in the company who is communicating and sharing about the brand. That’s a wide range of professionals.  There are opportunities and challenges when it comes to ethics and values permeating every level and position in an organization. Answers for Ethical Marketers breaks down the landscape. The book starts by probing the ‘essentials’ of what Ethical Marketers need to know.

Some of the chapters include:

  • Applying ethics through media channels in PR, digital marketing, and social media programs.
  • Delivering ethical communication through cause marketing.
  • Taking ethics into media interviews.
  • Learning the actions steps of leaders who are ethical role models.
  • Identifying your ethical mentors. 
Moving Forward With Ethical Marketing
I look forward to the discussions, passionate perspectives, decision-making processes, and highlighting the professionals demonstrating ethical conduct that speak to truth, transparency, integrity, and the character professionals need to uphold in their communications today. Yes, words matter, yet actions will always speak louder than words. At the same time, I realize we’re all human, and mistakes will happen. It’s what you do with the learning moments and how you move forward with action steps knowing that you “Do Well By Doing Good.”
 
Answers For Ethical Marketers is a compass to guide you, and a resource to help you tap into your inner “Ethics GPS,” regardless of your organization, position, or the situation at hand.
 
Here’s my video explaining the book and launch. If you’re interested in learning more, you can check out Answers for Ethical Marketers here.
Buy The Book Here

Answers For Ethical Marketers Book Announcement

A Whisper From Noeel Book

Announcing the Launch of a New Book: A Whisper From Noelle

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I’ve spent years writing business books on PR, branding and social media. However, I never imagined writing a children’s book on what it means to FEEL as a way to help parents and children to explore feelings together.

As I was working with professionals to FEEL First (my research passion project), which explores facing Fears, having Empathy, living with Ethics and unleashing Love, my husband, Mark shared that he wanted to write a children’s book as a way to honor the memory of our daughter (my stepdaughter) Noelle. 

Then, I thought about about some of the resistance I’ve encountered in business around my FEEL model. Depending on your industry and company culture, showing your feelings in the workplace setting can be difficult for professionals.

Together we had an “AHA” moment and something clicked! Mark and I knew that the FEEL “work” must start younger, with children and parents, in the home. So, I mediated one morning and right afterward wrote the story, A Whisper From Noelle.” Mark took the ball and ran with it. He worked closely with the illustrator and the publisher to bring the book, A Whisper From Noelle, to life.

Children are impressionable. They are molded by their families in the home environment. Making sure you are present and actively listening to what scares your children, or what makes them happy, really matters. Helping children to learn what it means to be kind, caring and compassionate lays the groundwork for later years. Understanding why it is important to be true to yourself and to trust your “inner GPS” guides children more smoothly into adulthood.

Our hope, passion and purpose is to bring grandparents, parents and children together so they learn, understand, discover and accept different feelings. After all, there is nothing more precious than the feelings of your children as you help them to find their way in this world.

Mark and I have created a short video about the book you can access below. You can also visit our website to learn more about A Whisper From Noelle. All proceeds of the book go to The College of New Jersey’s Outstanding Research Scholar award.

Please help us to celebrate the launch of our new book and the importance of sharing feelings in the home.

A Whisper From Noelle Book Launch

PR Expanded Video Contest Winner #1

The 1st Winner of the PR Expanded Student Video Contest is …

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When I teamed up with Professor Jennie Donohue last year, we wanted to create an assignment for her UMASS at Amherst Intro to PR class that was an opportunity for students to create content based on what they learned during the semester. The question quickly became, “should it be another blog post contest?”

In the spirit of students and professionals being PR Tech Testers, we thought it would be a much more interesting assignment for students to create videos based on what they learned in class.

After reading my latest book, “Answers for Modern Communicators,” each student was tasked with creating a short educational video sharing tips and insights based on one of three communication practices – i.e., media relations, strategic communication/integrated marketing communication, or employee communication – that related to class content. 

We selected two winners. Winner #1 is (drumroll please) … Wei Cai, who is an undergraduate at the University of Massachusetts Amherst. Winner #2 will be announced next week.

Wei Cai, UMASS at Amherst Undergraduate Student

Wei’s academic studies are in journalism, consumer technology, and resource economics; he is passionate about the intersections of the fields. If you want to learn more about Wei, you can follow him on Twitter at @weicai_.

Here is Wei’s winning video. Let’s congratulate and support Wei by sharing his video on social media!

Social Media for Strategic Communication

Book Review: Social Media for Strategic Communication By Karen Freberg

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Author Karen Freberg Social Media For Strategic CommunicationOne of the best ways to kick off the New Year is with a good book that offers great guidance and takes a deep dive into being more strategic with your storytelling. Social Media for Strategic Communication by Author, Consultant and Professor Karen Freberg is a book that’s jam-packed with strategy, creative techniques and communication tactics. There are so many reasons why I like this book and would recommend it to students, professors and professionals.

Thank you, Karen, for writing another book for the classroom and for business pros that gets two thumbs up (and a big high five from me). Once again, you’ve published a resource that will guide many in their communication in 2019 and beyond!
You can check out my video review to learn why you need to pick up a copy.

 

 

Richard Bistrong and Deirdre Breakenridge, FPRA Annual Conference

Rebuilding Your Reputation: From White Collar Crime to Industry Thought Leader

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I’ve been writing a lot about the Modern Communicator and answering questions that have flowed in through Twitter, Skype, LinkedIn and Facebook. Who is the Modern Communicator? What does it take to become one, and how can you be more effective with your communication, whether it’s for your professional brand or your business? All great questions. My article, “If You’re a Modern Communicator, Then You THINK AHEAD” addresses these questions.
However, there’s one fundamental quality of the Modern Communicator that has to become an automatic part of your practice. It’s your ability to make tough choices, and to move outside of your comfort zone, as the communications landscape continues to evolve. Here’s where you have to trust your gut and know when to shift into your “uncomfortable zone.”
I’ll share a little story with you. In 2014, Richard Bistrong, a former international sales executive, contacted me after he was released from prison. He had read my books while he was incarcerated for 14 months. When he reached out, he asked if I would help him with his messaging for the media , work with him to navigate social media, and to rebuild his damaged reputation.
Here’s where, as a Modern Communicator, I had to make a choice. Should I step out of my comfort zone to take on this account? Should I align my work and brand with someone I had never met before, and I’m only first learning about his story? Even some of my closest colleagues said I shouldn’t take the assignment (all good intentioned professionals). I rose to the occasion and decided to work with Richard.
Richard and I will be discussing the details his journey in a Fireside Chat at the FPRA 80th Annual Conference on August 7th in Jacksonville, Florida. Until then, here’s a little bit about the Richard’s story (from the Modern Communicator’s perspective).

Of course, if  you’d like to know more about my journey with Richard, you can email either of us at Deirdre@PurePerformanceComm.com or RichardTBistrong@gmail.com.

 

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If You’re a Modern Communicator, Then You THINK AHEAD

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I know a lot of professionals who are storytellers. But, here’s a little profile test to see if you’re a modern communicator who shares stories that resonate and create impact with your audiences.

Deirdre Breakenridge, NBC CT News InterviewFirst, if you consider yourself a modern communicator, then you’re ready to (1) navigate media and build relationships through new channels, (2) you understand the shifts in consumer preferences and behavior by analyzing data, and (3) you’re continuously evolving with technology. In addition, your approach to storytelling is flexible and you easily adapt to a global communications landscape.

But, let’s take the profile of the modern communicator a step further … most of all you’re trained to THINK AHEAD. Do you?

The approach is simple. First, you need mastery of the “THINK” part, and then the proficiency of the “AHEAD” steps to create communication that connects, resonates and helps you to grow your relationships with customers and your loyal advocates.

Here’s how the THINK AHEAD approach breaks down, so you’re a storyteller with purpose, who stands out and builds stronger relationships in a fast-paced, ever-evolving and very noisy media landscape.

Start with THINK:

“T” is Timing. Modern communicators know how to attach their stories to the timely and relevant news. The more you can be a part of an unfolding story and you can add value and context to a meaningful conversation (whether it’s local, regional or national) the more you’ll be recognized for what you have to say.

“H” is Heart. You must have a heart or empathy for those who are on the receiving end of your communication. This takes tremendous discipline and a great deal of EQ (Emotional Quotient) to be able to walk in someone else’s shoes. You’re able to show compassion and empathy, especially when passionate voices collide, opinions vary and yes, tempers flare.

“I” is Independent. When there is a lot of noisy communication and you see parties taking respective sides, you have to trust your gut and go with your instincts. Sometimes the communities and groups that generally share your opinions may not be upholding your values. Don’t jump on the bandwagon and don’t be a part of “group think.” Remain independent when you have to and always be true to your own brand.

“N” is New Navigation. You have to be ready to step out of your comfort zone and to navigate in new and exciting ways. This means embracing new channels and methods to reach people that don’t always feel comfortable and familiar. Modern Communicators can never be too complacent. When complacency sets in, you may also be missing opportunities to grow relationships and meet people in places where they prefer to congregate. Operate in your “uncomfortable” zone for maximum growth potential.

“K” is Knowledge. Modern communicators always have to be learning and growing. Professional development will keep you 10-steps ahead of your customers, and other important stakeholders. If you’re the smartest person in the room, then you’re hanging out with the wrong people. You should always be challenging yourself with new opportunities to learn.

When you can master the THINK part, then you’re ready for the AHEAD steps, which break down as follows:

“A” is Anticipate. Modern communicators know the facts, understand a situation thoroughly, before they communicate and learn as much as they can about the people or groups with whom they want to connect.

“H” is Head Off. When you head off any issues or concerns, as a modern communicator you can neutralize potential adverse situations before they bubble up, from small molehills into massive mountains. Heading off the negative also means acknowledging what’s occurring, and letting people know you’re aware, accountable and getting more information.

“E” is Evaluate. Make it your job to evaluate situations by gathering input from all parties involved. You can’t get part of the story to solve a problem or to stop an existing condition from getting worse. When you can evaluate and speak with everyone involved, you’ll have a much better handle on the situation so you can move toward action and resolution.

“A” is Action. In a dynamic, real-time communications landscape, you have to act quickly. You can’t just say what you’re going to do, you have to show it and mean it. Saying “sorry” is always a good start. A good heartfelt, “Mea Culpa” will get the ball rolling. But, then you have to take additional steps to make sure you’re demonstrating you’re sorry and making good on your promises moving forward.

“D” is Determine Success. Modern communicators are always learning from past missteps or the successful ways they’re able to THINK AHEAD. When you can take the time to see what’s worked in your communication and what hasn’t, you’re ready to make your engagement stronger and create better relationships that lead to loyalty and advocacy.

When modern communicators can THINK AHEAD, the success of the approach shows in all of their communications and resulting relationships. Modern communicators are known for their ability to raise the bar on storytelling and for their strong bonds. They’re respected, trusted and connected in their communities.

Do you match the profile of the modern communicator because you THINK AHEAD? If you want to learn more about modern communicators, building relationships, navigating new media and how to be more effective in your business communications, then check out my book, Answers for Modern Communicators.

 

Four Books That Make You Go Hmmm

In 2018, Four Books That Make You Go Hmmm …

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Happy New Year friends! I’m looking forward to a year that pushes me out of my comfort zone … not just in PR and marketing but in my business too. What are your goals for 2018 and what tools, skills and roadmap will get you there?

Reading has helped me to learn about myself as a professional and to take greater leaps with my brand. Out of the 25+ books that I’ve read in 2017, there were four that stand out in my mind. These action-oriented books are the kind that makes you go Hmmm.  For those of you who remember, in 1990, the C+C Music Factory released a song called “Things That Make You Go Hmmmm,” and yes, I danced along to the lyrics, many times, with friends. When a book makes you go Hmmm, it means you realize that (1) you have learned new and valuable information, (2) you need to make some changes and move out of your comfort zone and (3) it’s time to rearrange your pattern of thinking.

The four books that made me go Hmmm and will make you do the same in 2018 are: The Opposable Mind by Roger Martin, The Agony of Decision by Hello Fred Garcia, The Power of Habit by Charles Duhigg and The Miracle Morning by Hal Elrod.

I want to thank Corina Manea, founder of NutsPR and Chief Community Officer at Spin Sucks, for recommending The Miracle Morning and the Power of Habit. I also want to thank Fred Garcia for sending me a copy of his book, and my husband, Mark, for insisting that The Opposable Mind should be on my list even though it was the last book I read in 2017. In this case, I saved one of the best for last.

Here’s why these books will make you stop in your tracks and make you go Hmmm.

The Opposable Mind: I wasn’t sure what I was going to get with this book. Just by the title, I knew that The Opposable Mind would give me a different perspective (a push and pull tension in my thinking). Little did I know it would not only challenge the way I think but also how I go about problem solving. The central premise of the book is that many leaders focus on the either / or model of thinking. You’re predisposed to do “this” or do “that” when there are so many other approaches and models that you can construct to get to an ideal resolution.

In The Opposable Mind, you’ll learn how to be more salient, asking different questions and getting more data to eventually reach your conclusions. Greater salience is the first step in a model that also moves you through different ways to look at causality, your problem-solving architecture and how you reach your resolution. The interviews with business leaders are eye-opening. I was fascinated with the story about Issy Sharp and how he was able to take a different approach expanding the Four Seasons Hotel internationally.  Then, there’s A.G. Lafley, who served as President and CEO of Proctor & Gamble. The author discusses  how he reignited P&G and made products that were more innovative than the competition.

Both examples show you how to use different models, challenge conventional thinking and take risks that make sense because you have comprehensive data and you can be more salient in your approach. I highly recommend this book if you want to challenge you own approach, try different models of reasoning and really take mastery and originality to new levels.

The Agony of Decision: I had the pleasure of reading Fred Garcia’s earlier book, The Power of Communication and was blown away. I gave this book two thumbs up in a review in December 2012. Fred does it again with The Agony of Decision. Whether you’re in crisis management or not, this book is about making tough decisions that may have severe consequences and how you can have “mental readiness” as a leader, especially when a crisis is unfolding. I loved the three dimensions of mental readiness model, which include Emotional Discipline, Deep Knowledge, and Intellectual Rigor.

Each area made me stop, pause and think about my own decision-making process.

  1. Emotional Discipline is very hard. You may think that you are acknowledging reality, but in essence, you have to be forthright and clear on exactly what is happening. You’re remaining calm and not letting your emotions get the best of you. At the same time, you’re balancing out the fierce and bold actions that you may need to take. Note: Emotional discipline today means not firing off too quickly on social media (especially Twitter) and not letting impulses get the best of you.
  1. The second area is Deep Knowledge; an area where you can’t pretend you have knowledge, not just with respect to a crisis but with any pressing situation as a leader. As pointed out in the book, “good judgment is often the result of experience and experience is often the result of poor judgment.” If you have deep knowledge from years of experience, then you know what works and what doesn’t, and you can apply what you’ve learned from situations and their positive outcomes. If you don’t have the deep knowledge then it’s best to surround yourself with people who do tap into their deeper understanding of a situation.
  1. The last area is Intellectual Rigor, which is often not applied during a crisis. “ The rigor begins with clear thinking. The leader, among other things, is a steward of the organization …,” states Fred, in Chapter 1. Clear thinking means accurately naming the problem to be solved. If you get the problem wrong, then you can’t come up with the right solution.

In the book, the case studies highlight leaders who have exhibited mental readiness and, as a result, moved forward in a more positive direction. In other cases, some leaders learned valuable lessons from challenging experiences. The Agony of Decision is a book that helps with decision making and getting you mentally prepared for 2018.

The Power of Habit: Here’s a book that had me at “Hello.” I picked it up and couldn’t put it down. The first story and then every additional story highlighted patterns of thinking and how you can work to change your habits. The author breaks down the cues that can trigger a routine, which leads you to the reward you seek. However, are all of your habits good? This book helped me to change one of my bad habits … my incessant need to check political headlines (far too many times in a day) after the inauguration of President Trump. The routine led to a reward, which I thought was knowledge, but was actually stress in disguise.

The book is divided into three sections to help you personally and in business:

Part I: “The Habits of Individuals” which can help you break personal habits.

Part II: “The Habits of Successful Organizations,” will enlighten your thinking on how your business can change to create a better working environment or to make a more significant impact using good habits.

Part III: “The Habits of Societies” and what makes a movement happen in a society and how it can take root quickly.

The Power of Habit will challenge your everyday activities, how you create momentum in your business, and why you may or may not choose to be a part of a broader cultural initiative. If you want to change some habits, then read this book.

The Miracle Morning. This book is a life changer. I can’t exactly say I’m a morning person, but the use of the morning hours has changed my daily outlook for the positive. Every morning (no matter how busy the day ahead), I’m finding time for reading, meditating, stretching, journaling, etc. which is extremely liberating. The author lays out a plan called S.A.V.E.R.S., which stands for:

S = Silence / Mediation

A = Affirmations

V = Visualization

E = Exercise

S = Scribing / Journaling

If you’re struggling to find your true purpose, lacking energy, or you feel like you’re not reaching your full potential, then SAVERS and all of the advice in The Miracle Morning is a way to unlock your passion and transform your life. I feel so much more clarity as a result, and I’m a lot happier, even on the most hectic days.

I’ve read so many great books, but the books that made me go Hmmm are the four that had the greatest impact on my year. Now it’s 2018, and I’ve got a list of 30+ books to tackle, and I’m ready to, once again, dive in, learn more, try new things, and move out of my comfort zone.

I also know I’ll have to take pause and make sure that I go Hmmm … the more I do, the more I’ll take my professional skills and business to the next level.

Public Relations Ethics book-cover-high-res

Don’t Overlook Your Office Neighbors: The Importance of Building Internal Relationships

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A Guest Post By Marlene S. Neill, Assistant Professor at Baylor University

Many young professionals aspire to leadership roles in their organizations, and senior executives advise the way to the top requires a concerted effort to build relationships across an organization over time.

Consistent with this advice Redmond and Trager (1998) wrote, “Doing a good job is not enough. For your career to move forward, you have to be adept at social relationships, building alliances, and building trust among those above and below you in the hierarchy” (p. 154).

My coauthor, Amy Barnes, and I conducted 58 in-depth interviews with senior executives who are members of the PRSA College of Fellows and Arthur W. Page Society in preparation for the book, “Public Relations Ethics: Senior PR Pros Tell Us How to Speak Up and Keep Your Job.”

The senior executives pointed out that building relationships with colleagues inside your company or organization is similar to building friendships.  You need to show a genuine interest in your colleagues and in learning about and understanding their role in the organization.

While this requires a huge time investment, many of these relationships can be built while working together on cross-departmental projects for the company or organization. At the same time, a Page Society membership offered this advice, “I think it’s really incumbent upon us to get out there and get out from behind our desks and spend as much time with colleagues and customers and stakeholders as possible,” (Neill & Barnes, 2018, p. 36).

Consistent with this advice, relationship building also requires informal conversations around lunch or coffee or a simple chat in the hallways or offices.

Over time, these relationships help public relations professionals build social capital, which means they are given access to information and meetings that help them become more influential and more effective in their jobs.

Some of these relationships may result in mentors or allies that you can count on when needed. A Page Society member referred to these treasured relationships as sponsors:

It’s an individual or group of individuals who probably most simply stated have a level of relationship with you and think highly enough of you, what you stand for, your position, your point of view, that they will speak up for you, defend you, advocate for you, even when you’re not in the room.

The senior executives we spoke to said they focused on building relationships with colleagues who worked in legal, finance and operations as well as other communication disciplines such as marketing and investor relations.

While relationships are crucial, so are the basics.  Young professionals who aspire to leadership roles also must be successful in their jobs, do their homework so they can provide solid counsel and be willing to put forth the extra effort. As a Page Society member said:

It’s amazing how many people want to just get up in the morning, come to work, show up at 8, go home at 5. The best conversations you’re going to have are after 5 o’clock…if you’re not there at 7 in the morning, 7:30, you’re not going to have those private conversations with the CEO… if that’s what you want, you can’t have it (Neill & Barnes, 2018, p. 107).

This is just a brief sample of the exceptional advice provided by the senior executives.  We invite you to check out our book for more practical advice on building relationships and how to become more influential.

Dr. Marlene NeillMarlene Neill, Ph.D., APR, is an assistant professor at Baylor University. She teaches courses in public relations and advertising. She also serves as the faculty adviser for the Baylor PRSSA chapter. Her research interests include public relations management and ethics. She has published research in the following journals: Journal of Mass Media Ethics, Public Relations Review, Journal of Communication Management and Journal of Advertising Education.

Neill is an accredited member of the Central Texas Chapter of the Public Relations Society of America. She served as the chair for the Southwest District of PRSA in 2011. At the national level, Neill served a three-year term on the Universal Accreditation Board, which administers the examination for Accreditation in Public Relations; the Nominating Committee, which selects national board officers in 2012; and was appointed to the Board of Ethics & Professionals Standards in January of 2013.

Reference:

Redmond, J., and Trager, R. (1998). Balancing on the Wire: The art of managing media organizations. Boulder, CO: Coursewise Publishing.

 

 

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