You only get one chance to make a first impresión

Spanish Learning language

Most people can agree that it is important to communicate with Spanish-speaking audiences – residents, shoppers, customers, patients, voters, and so on.  The demographics of California and the United States make that abundantly clear, but how do you do it?  How do you effectively communicate with Spanish-speaking audiences?

Too often, this is entrusted to employees of organizations who have a Spanish surname, assuming that since they routinely speak Spanish with friends and family, that they must also know how to write and professionally communicate in Spanish.  They were not hired by their organization to communicate in Spanish and often their formal credentials are just like most everyone else’s – a couple of years of Spanish in high school, maybe a couple of years in college.  Organizations often put their employees in the uncomfortable position of being Latino and speaking Spanish but having to admit or hide that they may not have the formal grammatical, writing, and rhetorical training to translate or communicate in Spanish.  Those organizations are sometimes asking their accountant to fix their plumbing, and the results can be embarrassing – jumbled translations in Spanglish that do the very opposite of demonstrating respect for the language and the very population that an organization is attempting to reach.  It is the same case with English:  the number of people who speak English far outnumber the number of professionals who are educated, trained, and skilled in grammar and the art of communications in English.

Professional Spanish-language communications begin with proper respect for the Spanish language and the audiences that choose to receive their news and information in Spanish, even if they might speak and understand English.  It begins with excellent grammar that respects the language of its audience, the kind that takes more than a few years in high school and a minor in college to develop.  Professional Spanish-language communications requires finding ways of cleverly communicating key concepts that if translated literally are literally lost in translation.  Online translation software is of little help here and is not to be trusted.  Professional Spanish-language communicators advise a client on the nuances of culture and language, not just to avoid an embarrassing faux pas (that might pass muster with online translation software), but instead to support an impactful connection that communicates a client’s message with target audiences.  Communicating professionally in Spanish includes advising a client on the appropriate media to deliver the message – television, radio, print, social media, and/or community events and publications.  Should your message air during the midday or the evening telenovela?  Should your earned media be on morning radio or in the newsweekly paper?  And finally, professional Spanish-language communications means being ready to represent a client on-air and in interviews with carefully crafted messages that hit the mark with the audience.

It is good that more and more organizations are choosing to include Spanish-speaking audiences in their communications.  But with this particular audience, just as with any other, you only get one chance to make a first impresión.  It is imperative that it is done well, professionally, and in a way that adds value to an organization’s overall communications.

By Susana Villegas, Hispanic Outreach Specialist

What Show Business’ Most Recognizable Names Can Teach Us About PR and Branding

Pop Culture branding image

Jay-Z. Lady Gaga. Kim Kardashian. Whether these names make you giddy or gag, there’s one thing for sure – you know exactly who they are. With longstanding stints in the public eye, these celebrities have establishing a recognizable, trademark presence and personal brand down to a science. Even if you’re not looking to make yourself the next rap-repreneuer, eccentric musical goddess or love-to-hate pop culture fixture, this group delivers some great takeaways that can inform developing and innovating branding and messaging in just about any industry.

Jay-Z

Jay said it himself: “I’m not a businessman; I’m a business, man.” This guy has his hand in more projects than most people manage in a lifetime – besides his obvious source of primary income as a rapper, he owns record labels, liquor brands, nightclubs and more. The backbone of his brand is elevating himself as a high-class jack of all trades, but with a twist – it’s not his businesses that make him, but the other way around.

What he can teach you: Build yourself or your brand up to be the authority, the reigning expert. Identify areas where you can position yourself as a thought leader, early adopter or innovator and capitalize on them. If you’re like Jay and can truly master a number of empires, by all means, do it and do it proud. However, it’s far better to be absolutely stellar at one thing than to be just ok at many – that will build a reputable, strong presence within your industry or with your customers.

Lady Gaga

Lady Gaga is a chameleon when it comes to her style du jour – who could forget her infamous meat dress? – but her brand has been consistent from the start. She lives the old Oscar Wilde adage, “There is only one thing in the world worse than being talked about, and that is not being talked about.” Gaga uses her quirkiness and willingness to dance to the beat of a slightly different drummer to stay on people’s radars, as well as her passionate devotion to human rights causes.

What she can teach you: I’m in no way suggesting a lawyer or C-level executive must oversee meetings in a bedazzled egg capsule to maintain industry relevancy and garner attention. But, it is important to build your own brand of weird – it may not even be weird in the literal sense, but just how you set yourself apart from your competitors. Why are you different than them? It also never hurts to attach yourself to a cause, whether it’s fighting for better content marketing or making sure your organization spends time giving back. Just one thing – if it’s the latter, please be genuine. There’s nothing worse than using a philanthropic cause just to look good.

Kim Kardashian

Ms. Kardashian cultivates a wide-eyed, vapid persona that makes her seem… well, dumb. But you know what? I’d bet you the whole Kardashian-Jenner and West fortune she’s not.  Think back a decade. No one knew who Kim Kardashian was. And although she may not have burst onto the scene in the most flattering light, she definitely rose above it and has built herself an empire. Sure, she’s famous for simply being famous, but she’s effectively leveraged that to build businesses and amass a fortune that is nothing to sneeze at.

What she can teach you: You can make a comeback. People make mistakes, and these people run companies and develop brands. Maybe a new logo didn’t sit well with diehard fans or a social media manager made a snafu on Twitter. Acknowledge your error, listen to your audience and put a plan in motion to make it right. It always helps if you can laugh at yourself a bit, too – the humanity will be appreciated. Plus, if you’re on the radar for doing something not-so-great, a well-executed new strategy will be even sweeter once carried out.

What other celebrities do you think have PR and branding down? Let us know at @wrightoncomm.

Eight Things I Learned from my Public Relations Internship

Preface by Julie Wright, President of (W)right On Communications: The take-aways our summer intern Erik Sena has shared below will be required reading for every incoming intern at our growing San Diego public relations firm. Erik has been exemplary in his attitude, professionalism and work quality. What he captures below is excellent advice for any new workforce entrant in just about any profession. If you’re a newcomer, take these eight concepts to heart to speed your journey up the proverbial career ladder.

After more than 11 weeks of gratifyingly hard work, my summer internship at (W)right On Communications is coming to an end. As with any other internship, I’m glad to say that I’ve learned a plethora of things during my short time here. Without further ado, here are eight takeaways from my internship here at (W)right On…

1. Mental preparation is key when communicating: In any business-related interaction — whether with a colleague, a client or a customer — it is imperative that you know everything you want to communicate and have an idea of what the other person might say in response. Collect your thoughts beforehand. Jot down notes if you have to. This way, not only will you present yourself as a more confident and knowledgeable individual, but you will also enhance your charisma and public speaking abilities — two things that are beneficial in both the world of business and in life.

2. Always make to-do lists: By far, my biggest savior throughout this internship has been the to-do list. Having all your tasks written down or typed out in front of you is extremely helpful. In addition to preventing you from forgetting to do something, a prioritized task list will also increase your efficiency and ultimately make things more convenient for you.

3. You WILL make mistakes: As an intern, you are still a work in progress; likely possessing elements of potential and aptitude but still a little rough around the edges. I’ve made mistakes these past two months, and as an intern, you probably will too. People always say, “don’t be afraid to make mistakes.” That is true, but you should learn how to properly handle them. Strive for perfection and always try to do a spotless job, but don’t expect to get things right the first time. Making mistakes is acceptable as long as you learn how to correct them. The point of an internship is to learn and grow so you don’t repeat those mistakes once you land an actual full-time job. You’re new to everything — of course you’ll make mistakes.

4. Don’t be afraid to ask questions: Since you’re probably new to everything, one thing is for certain: you won’t have all the answers. Don’t think that by not asking questions people will think that you have it all together. It’s not an accomplishment; it’s just irrational. Why wouldn’t you want to ask questions? To do the best job you can it’s almost mandatory. You want to make sure that you are on the right page and doing everything correctly. Not asking questions also hinders your communication. If you’re even the least bit unsure about something, ask. One important word of advice, however: if you can find the answer to your question on Google, then you probably shouldn’t ask it.

5. An internship is a time for introspection: In addition to helping you grow as a professional within your field, an internship is also about exploration. Before taking on this internship, I — like many other college students — was a bit uncertain about what I wanted to do. This internship gave me direction and a better sense of clarity. If you’re unsure about what professional route you want to take in life, test the waters with an internship. It can show you firsthand what you like and what you don’t about a particular industry.  Furthermore, an internship will help you gauge your strengths and weaknesses.

6. Always conduct yourself in a respectful and professional manner: The concepts of “respect” and “professionalism” seem to be foreign to a lot of people. It is important to maintain an environment of mutual respect in the office. Simple things like saying “Please” and “Thank you,” praising your colleagues for a job well done and knocking before entering (unless your company has an “open door” policy) are easily done and make a world of difference. Conducting yourself respectfully and professionally also makes communicating with others so much easier. People will put more trust in you and therefore be more inclined to do business with you if you carry yourself in a professional way.

7. Treat your internship like an actual job: People tend to perceive internships in a negative light; they think that interns are hired strictly to go on company coffee runs and copy-making extravaganzas. Whether or not that’s the case with your internship, do it to the best of your ability. Own it. Regardless of what your responsibilities are in your internship, treat it like an actual job. If you’re tasked to make coffee, then be the best barista the world has ever seen and put Starbucks out of business. If you can’t do a menial task well, then how can you be trusted to take on a major project?

8. Enjoy it: An internship is an exciting and eye-opening experience. Sure, you may not always get the most thrilling projects, but that’s to be expected of any job. There will be slow days in the office. So many candidates would love to be where you are, so enjoy being an intern while you can! Savor the moment and just appreciate all that you’ve learned during your experience.

Being a Know-It-All Isn’t such a Bad Thing

know-it-all

The know-it-all: you know that person. It seems everyone has one or two in their life. The not-so-humble person who elicits an eye roll every time he/she begins to speak. The person who pontificates on everything, and the minute you bring up something new, they claim to have known about it yesterday. They’re annoying, right?

But in the field of communication, we have a responsibility to be know-it-alls in the least obnoxious way. What do I mean?

Chance Shay and I went to a presentation on influencer marketing where Mark Fidelman quoted Google’s Eric Schmidt, saying that every two days we create as much information as we did from the beginning of time up to 2003. Every day it seems that there is more and more information to be consumed, and it’s tougher and tougher to cut through the noise. That presents a challenge for marketers because it makes it more difficult to reach customers in a meaningful way. But it’s also a challenge because technology is forcing us to do more than ever before. We have to be the experts. We have to filter through the junk for our clients so they don’t have to. We have to be ahead of trends so we can present the best possible ideas for our clients. Phew!

It’s a tall order, but that’s why I make it a personal mission to be a know-it-all. And in the best way possible: you won’t find me bloviating at the water cooler. But I do like to share trends and important articles with my clients the second that they’re relevant. I also think it’s important to incorporate up-to-date information into my work in real-time so I’m serving clients to the best of my ability.

That means taking time daily to stay on top of it all. But I’m no magician and I don’t have a 25th hour in my day. To make it work without being a time suck, I use a number of resources and work-hacks. Here are some of my favorites:

  • The Skimm: a daily enewsletter that skims the headlines & provides the most important information in a simplified manner.
  • The Muckrack newsroom: I visit this once a day to read the stories that are the most tweeted by major journalists.
  • To accompany that, I subscribe to the Muckrack enewsletter. I hate email newsletters just like any other schmuck. So if I sign up for one, I like it to do multiple things for me. This one also highlights the day’s most important news but it also reports on changes at major publications.
  • Newsle: enewsletter with news stories that feature your Facebook friends & email contacts. This serves as an alternate way to monitor for client stories, but it’s also a great tool for networking. What better way to reach out to a contact than by sending a quick note? “I saw your article in Forbes! Congratulations! And by the way, I’d love to catch up soon.”
  • Twitter lists: I have created twitter lists for media, colleagues in the industry, brands I’ve got my eye on, and clients/partners. I also get push notifications to my iPhone every time @BreakingNews tweets.
  • Feedly: the RSS reader of choice to keep up on all my favorite industry blogs, including but not limited to: Mashable, TechCrunch, PRDaily, All Things D, The Verge, Fast Company, Venture Beat, Forbes, NYT Bits, Inc., Waxing Unlyrical, Sarahsfav.es, Spin Sucks, Brian Solis, and more.
  • MediaGazer & TechMeme: MediaGazer aggregates the day’s top news stories and TechMeme does the same for the tech industry.
  • Cir.ca iPhone app: a beautiful iPhone app with the day’s top headlines, presented in a user-friendly format. Perfect for when I’ve got five minutes in between meetings or I’m waiting in line at the grocery store.
  • The Li.St: One of my favorite enewsletters from media veterans Rachel Sklar and Glynnis MacNicol (Huffington Post, Mediaite, Business Insider, Mediabistro). It comes out only a few times a week, but I read it to the end every time.
  • TED and NPR iPhone apps: I only have time to consume my beloved TED talks or NPR while I’m driving, running, or at the gym. These apps make it possible.

What are some of your favorite tools for being a know-it-all? Feel free to tell me in the comments.

Labels: feedly, know-it-all, mediagazer, muckrack, newsle, public relations, San Diego, skimm,techmeme, tips

Communication Changes, Constantly

At (W)right On, we pride ourselves on being at the forefront of good communication practices. Had the agency been around in the 50’s – 90’s, things would have been easier – there was stability and relative predictability. There were also far fewer communication channels (e.g. in TV, radio and print), journalistic work wasn’t executed at such breakneck speed and attention spans were longer.

Times have changed, and “dramatically” would be an understatement. Hundreds of communication channels became thousands, then millions with the blog community; communication became instantaneous and instantaneously global; Gen Y (Millennials) entered the scene having only known life with a gadget in their hands; sound bites became character bites (no more than 140); recipients’ message absorption capacity decreased with a greater need for stimulation and interaction is increasingly digital instead of human-to-human. I could go on. Stating these facts is not meant necessarily as an indictment of them. To the contrary, there’s much good to be found in them – it’s simply recognizing that many aspects of communication have profoundly changed.

But through these decades, and for centuries prior, there remain constants in stories.

evolution2

Stories will never go out of style. We humans often have the most engaging conversations when a story is shared: Around the dinner table. When there’s actually news. Sharing wisdom with a child or friend. Motivating a group to action. For entertainment and relaxation.

The same rule applies to business communication, too. The art of and need for storytelling – beyond a status update or picture share – is ageless. Involve any element of intrigue, protagonists and antagonists, humor, conflict or any of the universal themes we gravitate toward and your message will get across.

While distribution channels and methodology will continue to evolve, telling stories is a stalwart in conveying messages. Well-told stories capture attention, elicit emotion, engage the audience, provide relevance and inspire to action. For organizations, stories can connect and emotionally invest people in their brand.

Storytelling – just one of many constants in the sea of communication change.  What’s your story?

What Makes PR Nearly as Stressful as the Battlefield?

Stress

What’s nearly as scary as battling a wall of flames, navigating your way around IEDs in a warzone or crash-landing a plane on the Hudson River?

Apparently, it’s being grilled by an irate newspaper editor, explaining to a client why their competitor is on the front page and not them or organizing a press conference where no one shows up.

After soldiers, generals, firefighters, airline pilots and event coordinators; PR executives have one of the most stressful jobs.

That’s according to the rankings of the most stressful jobs released by CareerCast. (See list below.)

CareerCast says: “Jobs such as public relations executive, newspaper reporter and event coordinator are among the most stressful because of tight deadlines and scrutiny in the public eye.”

I would like to put my own explanation forward. You can control many things in this world–your physical fitness if you’re a firefighter, your altitude and heading if you’re a pilot, your own expectations if you’re doing just about any kind of task–but you cannot control other people.

All you can do is influence them.

Will the reporter accept your pitch? Will the Facebook fans engage with your promotion? Will the assignment editor send a camera? That’s just the media side of the equation.

Will the client approve the release in sufficient time for you to pitch their news? Will he or she deliver the messaging during the interview? Will they keep their cool when they get a tough question?

Will the big, creative idea you talked your boss into meet expectations? Can you manage the crisis and get the facts out before it blows up into a media or social media sh*tstorm? (Editor’s note: That’s industry jargon, which I normally advise clients to avoid. ;-))

You can do a lot to ensure successful outcomes – develop tough questions and practice them in advance with your client, draft messaging and make sure your client reviews it, set a project timeline that incorporates client reviews and revisions, build strong media relationships and a reputation for accuracy and responsiveness, have a monitoring program that alerts you in real-time when bad news hits, etc.

But it’s up to other people to make the final choice, adopt the desired behavior or change their mindset.

The stressed out PR executive is basically walking through a minefield of human relationships, watching for that spark of backlash that becomes an inferno or that updraft that has them soaring high one minute and then a wind sheer bringing them crashing down the next.

So, how does a good PR exec stay cool? They seek to control the only thing they truly can, and that is themselves. Develop sound strategies and a plan for implementation, get buy-in from the plan’s closest stakeholders and then work the plan. A healthy dose of paranoia will also help – expect the best but always prepare for the worst-case scenario.

The right attitude becomes your ‘flak’ jacket. You get used to understanding what you can control and what you cannot while always being upfront and clear about that in your dealings with news media and clients. You also look at lists like the top 10 least stressful jobs and say to yourself, “No thanks. Where’s the challenge and creativity in that?”

Here’s their full top 10:

1. Enlisted military personnel (84.72 stress score)
2. Military general (65.54)
3. Firefighter (60.45)
4. Airline pilot (60.28)
5. Event coordinator (49.93)
6. Public relations executive (48.52)
7. Corporate executive (47.46)
8. Newspaper reporter (46.75)
9. Police officer (46.66)
10. Taxi driver (46.18)