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
Blog
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.
It’s no secret that journalism remains in the throes of disruption. Print newspapers and magazines continue to fold or shrink, editorial talent has been shed, reporting deadlines are incredibly tight or nonexistent and cults of personality are being perpetuated through various channels. And, fair or not, the public’s trust in our watchdog organizations has declined.
We’re optimistic, however. We embrace the stretch that accompanies this new environment. And in the midst of all this change we also firmly believe that, with the explosion of news sources and the onset of information overload, it’s never been more important to contribute to the conversation in a way that makes it smarter and more meaningful.
With this as a backdrop, we picked the brains of three of our own PR professionals at different rungs on the organizational ladder. We asked about the challenges facing the news business – particularly editorial turnover – and how public relations firms can stay ahead of the curve. As we spoke with our colleagues, we noticed common themes that reflect our core values. While each theme is important in and of itself, none can be truly effective on its own.
Be Mindful and Aware
As news junkies, we scan headlines, monitor specific publications and subscribe to alerts and daily roundups so we can position our clients effectively and in a timely fashion. Just as importantly, though, this routine allows us to keep tabs on reporter moves and beat changes. Furthermore, we’ve established strong connections with hundreds of reporters and editors, many of whom want to continue working with us after a change is made.
“It’s all about fostering relationships,” says Senior Associate Agatha Howland. “There’s something to be said for building relationships with reporters across the media spectrum because they move so often now.”
Nurturing these relationships over time helps us provide a better service to those editorial contacts and to our clients. When reporters move to different publications, we connect with their replacements and also get our foot in the door at their new destination. By doing this dozens of times over, our rolodexes are greatly expanded and clients are able to deliver their messages and perspectives across an array of publications. Simply put, we take what could be a problem and turn it into an opportunity.
Also, our goal is not merely to play the role of facilitator. We also help clients cultivate connections with different editors and reporters.
“Our goal is to make clients as comfortable and confident as they can be with reporters,” Howland says. “But that all starts with Greentarget developing the initial relationship – something that takes empathy for reporters and for their needs. Without that introduction, our media efforts suffer.”
Be Adaptable, Empathetic
Clients get worried when they hear about large layoffs at publications or the revolving door of reporters. It’s our job to work through these changes and instill confidence back into our clients.
“They expect us to keep up to date on big changes impacting the media environment, and are always looking for a better understanding of how to get covered in the publications that matter most to their key stakeholders,” says Lisa Seidenberg, Associate Vice President, Media Relations. “When there are shifts at those publications, it’s important that we communicate these changes to clients and reassure them that it won’t change our relationship with the outlets moving forward.”
We need a steady mind and a steady hand, even in the midst of great change, to help our clients stay relevant and confident in their areas of expertise. Over the last year, there has been a noticeable change in the media environment as reporters shift their focus away from increasing digital traffic and pursue the news with renewed purpose.
“Given the current political environment, reporters and editors are more committed to telling the stories that are important to their readers in the most honest way possible,” Seidenberg says. “They are going back to the values that likely spurred them to become journalists in the first place.”
Understand the Landscape (on a Broader Scale)
A strong understanding of the evolving media landscape allows us to advise on the challenges and opportunities involved in gaining earned media coverage; it’s what our clients depend on us to deliver. It’s crucial to making their thought leadership campaigns as effective as possible.
“[Clients] look to us for guidance for what they should turn around and tell their bosses,” says Pam Munoz, Senior Vice President. “Clients depend on us in a big way to understand the landscape and how to navigate around these changes to make sure that they’re visible in the marketplace.”
“We are designed to help clients create smarter conversations, and it’s all to meet business objectives,” Munoz says. “[Our clients] have an obligation to educate reporters, to be quoted, to contribute to these conversations in the public domain.”
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
At Greentarget, we value the work that reporters do every day, and appreciate the privilege to collaborate with writers and editors who impact society through their journalism. Our belief that the principles of journalism play a vital role in the proliferation of knowledge and ideas is part of our DNA.
Lately we’ve grown increasingly concerned about journalists’ ability to keep covering the news with independence and integrity. In the last year or so we’ve seen high-profile attacks on the press from the highest levels of government and even threats to curb press freedoms.
So we reached out to Courtney Radsch, advocacy director of the Committee to Protect Journalists (CPJ), which promotes press freedoms around the world. Radsch says the news media is in the midst of a “galvanizing moment” that’s showing “how important journalism really is.”
“The press is the Fourth Estate, the only independent check on power,” she says. “Given the lack of forthcoming information [from Washington], journalists have a more important role to play to make sure that the public is informed and that they are fulfilling their roles to its greatest potential.”
Radsch has been heartened in recent months to see the press stand up for the core pillars of journalism, but noted an eye-opening tweet that said, “We’re in trouble when quoting the First Amendment starts to feel like an act of resistance.”
Today’s media-government dynamic is a marked departure from the one that had been in place for decades. Despite the adversarial relationship between the media and the government, Washington has stepped up to support CPJ — and the profession — when it mattered. For instance, if a journalist was imprisoned overseas, media organizations could ask the State Department or Defense Department for assistance, and usually, they got it.
Radsch isn’t sure that kind of relationship is possible in 2017, and the potential for declining press freedoms here has ramifications around the world because the U.S. sets the global tone on press protections. CPJ is working with similar organizations across the country to collaborate on a range of press freedom, media justice and open government issues at every level of government. Later this year, CPJ, the Freedom of the Press Foundation, the Reporters Committee for Freedom of the Press, the Knight First Amendment Center and the Index on Censorship will launch an as-yet unnamed news site to track press-freedom violations in the U.S.
Still, the bitter anti-media rhetoric we saw during the election hasn’t softened or dissipated. “We saw the rise in attacks against journalists during the campaign season and hoped the verbal and physical abuse would taper off, but it has continued — and the attacks have increased,” Radsch says. “Women journalists are getting trolled online, and there has been a rise of attacks on Jewish journalists. We’d like to get ahead of these issues and be informed of the true challenges to press freedoms. It’s hard to advocate for change if you don’t know what the incidents are.”
So will the recent attacks on press freedoms intimidate reporters and news organizations, or prevent them from telling the stories they feel the public has a right — and likely a need — to know? Radsch acknowledges that journalists aren’t naïve about the dangers facing them, but she hopes it won’t impact their reporting.
“We hope this isn’t the way we’re heading,” she says.
