After the tragic events in Manchester this week, we needed some good news – and some good storytelling. So our submissions this week include a true rags-to-riches story, some great leadership secrets and a shift within law firms toward the acceptance of therapy. And if you need a good cry, you should read this week’s final submission, about (in effect) slavery in a 20th-century American household.
Also, check out our blog posts this week on how public relations can adapt in a shifting media landscape and PR and social media lessons derived from the world champion Chicago Cubs.
With that, here’s Recent Reads.
How a Rancho Cucamonga janitor came to invent Flamin’ Hot Cheetos – I loved this profile of PepsiCo’s director of multicultural sales and marketing across North America. It’s one of those rare but amazing true “American dream” stories combining hard work, ingenuity, risk-taking, an accessible company CEO and a little luck. I may steal his description of “starting at the beginning” rather than “starting at the bottom” for when my daughter whines about her first less-than-glamorous summer job in a few years. – Laura Miller
The Seven Leadership Secrets of Great Team Captains – One of my favorite Harvard Business Review articles is entitled “The Making of the Corporate Athlete,” which compares the training and performance habits of professional athletes, namely golf and tennis players, to those of corporate executives. Spoiler: the former trains endlessly for short performance, while the latter does no training for extremely long performance. This Wall Street Journal article is another great read in this genre, covering the lessons we can take away from the greatest sports team captains. Some of the lessons are expected, but many are surprising. Great team captains pride themselves on their willingness to do the grunt work and many hate giving speeches. – Aaron Schoenherr
Law Firms Finally Say It’s OK to See a Therapist – It seems we’ve come a long way toward de-stigmatizing therapy, but we also have a ways to go. Lawyers work in a high-stress environment, so it’s no wonder that some suffer from anxiety or depression, or turn to pharmaceuticals. It’s uplifting to see that some of the big players are spearheading this movement and working to get rid of the stigma around mental health issues. – Tana Watanabe
My Family’s Slave – Odds are you’ve seen this article circulating on social media in the past couple weeks. Maybe you passed on it because you were busy – or exhausted by the nonstop news cycle that is 2017. But neglecting to read this article, to the end, is a mistake. It’s richly told, astonishing and simply pulls no punches. I often discount stories told by journalists about their own lives, as it seems that the reporting would be fairly easy and the perspectives almost certainly biased. I still have those reservations about this story, but it’s so good that it doesn’t matter. If it isn’t the inspiration for a movie by the end of the decade, I’ll be shocked. – Paul Wilson
In the moments before the Chicago Cubs won the World Series in a dramatic Game 7 last fall — in what’s been called the greatest game ever — Kevin Saghy, the team’s assistant director of communications, was in a tiny room just off the playing field, waiting for history to happen.
Saghy recounted those halcyon days at a Public Relations Society of America event on April 26 at Harry Caray’s Restaurant in Chicago. He discussed the team’s PR and media strategy — one that’s evolved significantly this decade around the proliferation of social media and the improved fortune of the Cubs.
Saghy, who was joined on a panel by Comcast SportsNet Chicago sideline reporter Kelly Crull and moderator T.K. Gore, also of CSN Chicago, talked about his time with the Cubs, including the intensive preparation required leading up to Game 7. Saghy’s team had to be ready for any outcome – whether it meant the Cubs ending a 108-year championship drought or the team returning to Chicago, consigned again to wait till next year.
“But could you plan for that Game 7 — how it worked out?” Saghy said.
Given the wild finish to the game – the Cubs won in 10 innings — the answer is almost certainly no. But preparation was still important, as was being adaptable, Saghy said. We talk a lot about those two principles at Greentarget, and Saghy’s discussion of his time with the Cubs made us think of a couple other Greentarget values that we try to live and embody every day.
Failing forward — or at least not being afraid to
In early 2015, the Cubs were coming off their fifth consecutive losing season. But with a host of young charismatic players — and with some key free agent signings in the previous offseason, including proven yet quirky manager Joe Maddon — Saghy figured it was time to take more risks on social media.
Saghy’s basic thinking was that fans would be open to a “funnier/edgier” tone if the product on the field was better. It wasn’t all smooth — Saghy recounted one incident in which a rival team was mad about what he felt was a harmless joke. “It was a good reminder about being humble,” he said.
But the overall strategy worked. The Cubs went on to dominate their World Series opponents, the Cleveland Indians, as well as all other teams throughout the 2016 playoffs on social media. Even before the World Series run, the Cubs’ strategy seemed to be working. Newswhip reported in April 2016 that the Cubs ranked fourth best for engagement on Facebook – even though they were posting less than any other team.
In addition to compelling video content, which naturally works for a sports franchise, the Cubs’ social media strategy capitalizes on the personality of its likable young team. It’s hard to look through the Cubs’ Facebook and not catch their unbridled passion and joy for the game. Other teams should find a way to emulate this enthusiasm and match their own fans’ zealousness for social success.
Be Authentic
Saghy’s comments rang especially true when we recently recalibrated our social media strategy at Greentarget. A key component for the Cubs, and for us, is authenticity. For the Cubs, this meant altering their tone on social media to mirror their younger players and a loose, energetic clubhouse. By having more fun and interactions with their followers, the Cubs social media team created a social presence that was indicative of the team’s culture.
For us, authenticity in social media, and other external channels like our blog and newsletter, means creating compelling content that we believe will add to a smarter conversation. To do that we use social listening to ensure we have a solid understanding of what our audience is talking about and responding to.
Similar to the Cubs, when we updated our social strategy, we wanted to illustrate how much fun we have on a regular basis. In order to do this, we’ve used more pictures and visual elements and altered our tone to reflect our upbeat and positive culture. The idea is to create social profiles that are representative of who we are and what we value — much like the Cubs did.
Now if someone would just throw us a parade.
Partly because of the proliferation of podcasts, true crime is seemingly everywhere these days. And that’s made it more socially acceptable! At least, that’s what Associate Kyerstin Hill keeps telling herself.
We’re also reading about Judy Woodruff’s new role on PBS, teen activist Malala Yousafzai, nationalism’s rise in Europe’s least ethnically diverse country and … efforts to turn London into a national park. Yes, really.
With that, here’s the latest edition of Recent Reads.
‘My Favorite Murder’ and the growing acceptance of true-crime entertainment – As a lover of true crime, I have always felt somewhat guilty for being so enthralled by these stories/podcasts. With “My Favorite Murder” bringing in over 10 million downloads a month, this article points out that true crime is no longer a creepy interest, but rather a “secret society of people figuring out they’re not the only ones.” In the PR world, it is our job to tell stories, and I’ve actually learned a thing or two from the way the hosts of this show are able to “direct the conversation” and shift the lens of a seemingly awful crime into a story of entertainment and education. – Kyerstin Hill
Judy Woodruff, the Woman of the Hour – I grew up watching PBS NewsHour with my dad, who constantly shushed me as I tried to ad lib over the anchors discussing the top news stories of the day. Back then I was never quite captivated by the show (what teenager would be, honestly?), but I certainly have a greater appreciation for its simple, straight-to-the-point nature now, considering the craziness that is the news in today’s world. This feature paints a nice picture of the show overall, but I especially like it for its behind-the-scenes detail on Judy Woodruff – how she works, exemplifies grit and remains steadfast in her delivery of the news, especially after the passing of her co-anchor and friend Gwen Ifill. – Agatha Howland
What Happens When The World’s Most Famous Teen Activist Grows Up? – My daughter has been enraptured by Malala Yousafzai’s experiences and is shocked that in some places girls are not allowed to attend school, let alone face violence if they attempt to become educated. This article notes that education for girls is an issue that continually becomes buried under other world problems. However, as Malala readies to attend Oxford (she’s 19 already!) and talks with young people in places like Lancaster, Pennsylvania, and around the world, girls’ education will not remain buried for too long. – Pam Munoz
One Man’s Plan to Transform a Major City Into a National Park – Well, it’s all about perspective, right? While my vision of a national park typically involves boot-trodden paths and skylines shaped by trees and mountains rather than buildings, Londoner and “guerilla geographer” Daniel Raven-Ellison has a different take on it. He wants London to be declared a national park, and has argued that a number of the bustling city’s features – namely, its 47 percent green space, its biodiversity (including humans!) and a number of other traditional park-like characteristics – make London a true contestant for a title only ever associated with landscapes that are polar opposites of a metropolis. Is it going too far to name London a national park? Maybe. Or maybe it just takes a shifted perspective to realize that these two “opposites” aren’t so different. – Megan Duero
Poland’s populist government let far-right extremism explode into the mainstream – If the unending pace of daily news in the United States has understandably kept you from monitoring current events in Poland, this article is there for you as an (unnerving) crash course. The nationalist trend lines in Europe’s most homogenous country are, frankly, disturbing. But this is a compelling and well-crafted read with some details that sadly ring true in America. – Paul Wilson
What Brad Pitt Could Learn from Prince Harry about Life’s Tragedies – Writer Melissa Braunstein reflects on interviews Brad Pitt and Prince Harry gave about struggles in their lives. The two are very different in nature, as Braunstein points out; Pitt’s is emotional and revealing, while Prince Harry’s is “dignified and uplifting,” according to the columnist. She uses these interviews to reflect on what we, as readers, as non-celebrities and as people, should be demanding of others’ (public) vulnerability, particularly those in a position of fame, as both men are. Braunstein provides an interesting dive into the positives that can come from suffering a tragedy. – Erin Wojcicki
What’s a “Shultz Hour,” you ask? Well, former Secretary of State George Shultz used to block off an hour a week in which he could only be interrupted by a call from the president or from his wife. In this edition of Recent Reads, we’re sharing an article that argues that such a practice is something we all could use in this connected day and age.
Generally speaking, Recent Reads contains some pretty meaty subjects this week, including reasons why women thought leaders go unquoted in the news, how the media became increasingly clustered around big cities and some racial questions about Earth Day. Oh, and we really, really hate that dumb Facebook meme about bands that people have seen and haven’t seen – and we found an article that digs into why we hate it.
Also, Greentarget’s Lisa Seidenberg blogged earlier this week about the importance of press freedoms. She spoke with Courtney Radsch, advocacy director of the Committee to Protect Journalists, and the piece is definitely worth checking out.
With that, here’s Recent Reads.
Why we should all adopt a ‘Shultz Hour’ – Safe to say in the age of smartphones, 24/7 email alerts, social media and constant activity, setting aside time to disconnect can seem both unrealistic and unproductive. We have all experienced the article’s comment calling out people who “humble-brag” about how busy they are, whether we are the culprit or the bystander. But why not set aside an hour a week for uninterrupted reflection – a practice made famous by Secretary Shultz back in the 1980s? Our society is often focused on accomplishing moment-to-moment tasks as they arise. Finding the time to think about meaningful and strategic questions seems to get lost in the shuffle. The article argues “the only way to do great work, in any field, is to find time to consider the larger questions.” – Jessica McNellis
The Media Bubble Is Worse Than You Think – The fact that economics has driven the formation of a national media bubble is not terribly surprising. According to the article, journalism in America has increasingly centered on outlets clustering around industries and following the money (New York media covering the financial industry, Los Angeles media covering entertainment, Washington media covering government). Again, while not surprising from an economic and practical standpoint, this clustering phenomenon means reporters living and working in urban areas tend to engage in groupthink. The most interesting takeaway is the article’s suggestion to interpret the impact of the media bubble as a social scientist would: “The people who report, edit, produce and publish news can’t help being affected – deeply affected – by the environment around them.” The most hopeful takeaway is that journalists hate to be wrong – a strong impetus for change, and they got this past election totally wrong. – Pam Munoz
When women aren’t quoted in the news, the public loses – This is an important topic, and I appreciate Claire Bushey’s insider perspective on the struggles she has found in getting women spokespeople to participate in interviews. Research shows women often don’t apply for jobs if they don’t meet all the listed criteria, and per Claire’s article, it appears women might feel the same way about speaking with the media. If they aren’t 100 percent confident they’ll be able to address all of the reporter’s questions or they don’t feel like a “true” thought leader on the topic, they more often than not bow out. She perfectly sums up the impact in saying: “Why does it matter if women don’t call me back? Because civil society hashes out issues in print, online and on the air. If you aren’t there, it doesn’t matter how eloquently you air your views on Facebook: Your unamplified voice will peter into silence, unheard.” – Lisa Seidenberg
Earth Day Is Too White and Out of Touch With Reality – The recent March for Science event in Washington, D.C., which naturally took place on Earth Day, thrust the importance of science, the environment and the progress of intellectual advancement to the top of our Facebook newsfeeds. This article uses that as a backdrop to address the historical shortcomings of the environmental movement and the larger, more complex, national issues affecting our communities – racial injustice, urban blight and exploitation of the economic system. – Christian Erard
The ‘Which of These Bands Have I Not Seen?’ Facebook Meme Is Bad and Should Die – Clearly, this isn’t the most serious article ever to appear in Recent Reads. But beyond agreeing (strongly) with the central premise, I think the writer actually does a good job explaining what makes a meme work. “Good memes have a fun, peppy, iterative quality to them – the more time you spend with them, the funnier and more creative and more interesting things get, at least up to the point when you’re ready to move on.” It’s the kind of analysis that resonates at a time when the internet’s effect on life is no longer new but is still not fully understood. – Paul Wilson
Two of our entries this week stem from this week’s Pulitzer Prize announcements. We strongly believe in the principles of journalism, so important reporting is something we like to honor and celebrate.
Also, check out what Greentarget Founding Partner Aaron Schoenherr had to say about the still-unfolding situation at United Airlines – which (we think) barely beat out White House Press Secretary Sean Spicer for having the worst week ever.
With that, here’s Recent Reads.
The Fighter – CJ Chivers just won a Pulitzer Prize for this story about a young Marine veteran struggling with PTSD after his return from Afghanistan. Chivers chronicles Sam Siatta’s felony arrest in Bloomington-Normal, Illinois, after breaking into someone’s home. The arrest reveals the seriousness of Siatta’s PTSD, anxiety and alcoholism. Lawyers worked for over a year to appeal his conviction and, in turn, get him the help he needs. This hit close to home for me as it’s semi-local, and he also attended Illinois State. – Erin Wojcicki
The journalist who won the Charleston Gazette-Mail’s first Pulitzer still does a monthly night cops shift – Full disclosure: I worked with the journalist mentioned in the headline. But even if that wasn’t the case, the story of Eric Eyre is important in an era of shrinking newsrooms and pressing local issues that would go uncovered without dogged, old-fashioned reporting. You’ll have a difficult time picking your jaw off the floor after reading his 2016 coverage of West Virginia’s opioid crisis. Eric did that while writing around 250 stories a year, covering the statehouse … and still manning the police scanner one night a month. Incredible. – Paul Wilson
How Stephen Colbert Finally Found His Elusive Groove – Calling all of my fellow control freaks! This article provides a glimpse into the benefits of letting go and, more importantly, trusting your team. I admittedly don’t watch a lot of Stephen Colbert, but it’s interesting to think that his willingness to be vulnerable, to give up a little control, boosted his show’s ratings. That extra touch of humanity clearly resonated with his audience. It makes me think that maybe we all need to let go a little more. – Megan Duero
Is Instagram Ruining the Great Outdoors? – At the risk of imploding if I see one more social media post with a sepia filter accompanied by #nature #outdoors, here’s an interesting article on Instagram’s impact on distant places and the increasingly fragile world we live in. On the plus side, driving foot traffic (literally) to some of the most remote locations on the planet, to the point where rangers “began asking backcountry hikers not to post precise maps or GPS coordinates of their adventures on the web,” isn’t a bad thing. – Christian Erard
Smartwatch-making company CEO: Smartwatches are pointless – The other morning, I was admiring my roommate’s Apple Watch and explaining to her how much I wanted my own smartwatch – something to monitor my heartbeat, track calories burned and remind me of appointments. But is it really necessary? As explained by Huawei CEO Eric Xu Zhijum, “when the smartwatch team in Huawei presents their ideas to me with great excitement, I keep reminding them to consider whether there are tangible needs [for these products] in the market.” While he’s right in saying smartwatches are NOT a necessity, his comments make me wonder if Huawei is greasing the skids for something revolutionary. – Sarah Rocca
GT Podcast Recommendation
S-Town – It’s from the makers of Serial and This American Life, so you know it’s well-executed and delivers the expected twists and turns. It begins with the story of a clock repairer, John McLemore, who hates his small hometown in Alabama. John is obsessed with climate change and meticulously cares for his backyard maze, among other eccentric behaviors. From there it takes you down a rabbit hole of Deep South poverty, mental health, drug abuse and murder. – Agatha Howland
