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
How Duff & Phelps used data to elevate a long-running debate
In at least one respect, fairness opinions — a third-party’s assessment of a prospective merger or acquisition to determine whether its terms are reasonable — are like the C.I.A.: They only make news when something’s gone wrong. Such was the case last September, when Lazard made headlines for its $400 million arithmetic error in a fairness opinion for SolarCity, which was being targeted for purchase by Tesla Motors. The error — and the fact that it made no difference in Lazard’s valuation range (fairness opinions are always expressed in a range) — elicited sharp critique in several prominent media outlets, including The Wall Street Journal. The critical gist was that fairness opinions don’t provide value to companies’ boards. Why? Primarily because the valuation ranges, they say, are so overly broad as to be useless, and because providers are too reliant on “mechanical” discounted cash flow (DCF) analyses that don’t provide accurate information. As this perspective played out in the media, Duff & Phelps, grew frustrated. As the leading provider of fairness opinions, Duff & Phelps knew that this wasn’t the whole story. Sure, in this one instance, something had gone awry. But those casting dispersion on the entire practice for one mistake had constructed their arguments on conjecture rather than evidence, anecdotes rather than facts. As an industry leader, Duff & Phelps sought to elevate the debate around a topic that was crucial to its business. Greentarget believes that true thought leaders have an obligation to contribute to a smarter conversation. So together, and with the help of IBM’s Watson, we collected, reviewed and analyzed more than 3,000 fairness opinions in order to address the critiques — with empirical evidence. The resulting report, which was released last week, demonstrates that, contrary to popularized criticisms, the average range of valuations is sufficiently narrow to support the view that fairness opinions serve as a valuable tool in evaluating purchase offers. Duff & Phelps also learned that the “massive valuation ranges” railed against by critics were not massive at all, and more often than not occurred in assessments of smaller companies. That’s understandable, seeing as there’s less historical data and fluctuating growth expectations that can cause dramatic variances in expected cash flow. Oh, and that reliance on DCF analyses? Not really the case. Duff & Phelps found that fairness opinion advisors have relied on multiple methodologies for some time. For instance, 91 percent of the fairness opinions we reviewed used more than one methodology to arrive at valuations. In 75 percent of the deals, advisors used three or more methodologies. Not only will the report inject some sorely needed empirical data into this conversation, but the findings can be used by boards as a tool in evaluating the fairness opinions they receive when assessing an offer. The data set on average valuation ranges, for example, can be employed as a benchmark, while the information regarding various methodologies will help boards ask the right questions of their advisors. At the end of the day, this won’t end the debate around the efficacy of fairness opinions. The next time one goes haywire, its critics will discuss its possible shortcomings, and rightly so. But with data in hand, Duff & Phelps has given itself a stronger voice to drive a smarter conversation.Grit is a concept we talk about a lot at Greentarget. So we were especially taken this week by a story of Doctors Without Borders health workers in South Sudan who have been forced to establish mobile clinics to serve war-torn areas. It kind of makes the struggles of modern office life pale in comparison. Now, who took my stapler?
We’ve also been reading about really, really bad dreams, efforts to bring back the woolly mammoth (you read that right) and Facebook’s attempt to be a positive force in politics (you read that right, too).
With that, here’s Recent Reads.
When Bullets Fly, These Medics Grab Their Packs And Treat Patients On The Run – In civil-war-torn areas, such as South Sudan, members of Doctors Without Borders (MSF) are often forced to flee from their hospitals as a result of bombings, gunmen, intruders and other threats. Talk about having the strength of character to persevere when faced with adversity. These brave people are a humbling example of the importance of grit and why everyone needs to strive for it. – Kyerstin Hill
The strange case of the phantom Pokemon – If you ever woke up to find yourself pinned down by a Pokemon, or a New England witch, or a Scandinavian elf, you’re not alone. According to sleep scientists this is a common type of nightmare known as sleep paralysis, where you’re actually awake but still dreaming and unable to move. It’s a fascinating story about nightmares that will also cause them. Especially if you’re sleeping in Norway, which is apparently crawling with evil elves who shoot sleeping Norwegians with poison arrows, then perch on their chests. Tough way to start the day. – Brandon Copple
Welcome to Pleistocene Park – When I think of the word “extinct,” the first animal that comes to mind is a woolly mammoth, but that may soon change. This article took me on a journey to Eastern Siberia to follow a pair of scientists in their quest to bring back the mammoth from extinction and bolster an ecosystem threatened by climate change. Although their plan is eccentric, and maybe even impossible, I couldn’t help but admire their bold vision for a future where humans own their creative capabilities to counteract years of destruction. – Scarlett Waldrop
A Positive Outlook May be Good for Your Health – This article points to numerous studies that show those who suffer from chronic illnesses live longer if they demonstrate positive emotions – and separately, specific skills that lead to positive emotions can impact how well people manage stress and their physical health. I believe in the power of positivity and feel that I achieve peace of mind and balance when I maintain a positive mindset. Professionally, I’m able to extend this positive thinking in the work we do at Greentarget. We are tasked with protecting and promoting one of our clients’ most valuable assets – their reputation. We dig deep to get a better understanding of what makes our clients unique and what they do better than anyone else – and from there, share these positive attributes to their current and future stakeholders. – Lisa Seidenberg
Why I’m Moving Home – The mid-2016 publication of J.D. Vance’s Hillbilly Elegy: A Memoir of a Family and Culture in Crisis has been described as required reading for those who seek to understand President Trump’s popularity. Now, the former U.S. Marine and Yale Law School grad is returning home (to what he calls “flyover country,” specifically, Ohio) to devote himself to economic development. His book is on my bedside table right now, and International Trade Commission Vice Chair Dean Pinkert gave a nod to the book in a recent interview. – Steve DiMattia
Google’s Plan to Engineer the Next Silicon Valleys – A fascinating look at how Google’s new Launchpad Accelerator, meant to generate successful startups in emerging markets, is a “strategic philanthropy” play to get more people living, working and playing online where Google has mastered an ecosystem of top experts across digital and business areas. Current geopolitical environment be damned, Google has the freedom to “pursue rising stars in The Rest of the World,” meaning outside of Silicon Valley and the U.S., and mentor anyone, anywhere to engender a treasure trove of data for its own benefit. – Pam Munoz
Facebook’s Newest Feature Could Revolutionize Politics – Social media has taken a lot of hits in the past several months over its perceived negative effect on the 2016 election. To its credit, Facebook listened and just launched functionality that could take activism on social media to new heights. With the new Town Hall functionality, individuals can find contact information for their elected representatives pretty easily. As the article says, the idea is to “make calling your legislator as easy as hitting ‘like.’” – Paul Wilson
