One thing we can all agree on in these polarizing times: Nothing gets the juices flowing after a busy week like talk of punctuation!
So we start this edition of Recent Reads with a tale of how one much-debated punctuation mark affected an actual court case. Also, we find out what happened to that guy whose kids barged in on his live TV interview, look at whether the privacy profession needs a code of ethics and learn about the life lessons of Villanova basketball coach Jay Wright.
Oh, and what do video rental stores and Richard Simmons have in common? They both still exist.
With that, here’s Recent Reads.
An Oxford comma changed this court case completely – Oxford comma enthusiasts, rejoice! The lack of the much-contested comma decided the fate of this court case – due to ambiguity, of course. Will this be the tipping point in bringing the Oxford comma into favor? Probably not, but it’s a good reminder to double-check that your sentences actually mean what you want them to mean. – Stephanie Burke
When the Children Crashed Dad’s BBC Interview: The Family Speaks – Most people, including myself, are getting a good laugh out of the BBC clip of Robert Kelly in which his kids swaggered into his interview on the impeachment of South Korea’s president. But it also drummed up controversy, as some viewers assumed the South Korean woman who came in to round up the kids was the nanny instead of Kelly’s wife. That issue aside, the article highlights the challenges that come with live guest interviews and the conveniences and risks created by advances in technology. While Kelly thought this would affect his future as a guest commentator, it’s certainly done the opposite. I highly doubt any future broadcast interviewees will ever forget to lock their door. – Tana Watanabe
The Life Lessons of Villanova’s Jay Wright, the Anti-Coach – It’s hard not to get swept up in the excitement of March Madness, especially when your alma mater is the number-one seed in the country and returning to defend the NCAA title. But to me, the more interesting aspects of all this are the personal backstories, and the hard work, dedication and experiences that shape these uber-talented coaches and players. Hats off to you, Coach Wright, and best of luck this year! – Kevin Iredell
The Last Video Chain: The Inside Story Of Family Video And Its $400 Million Owner – Visiting relatives in recent years, I’ve marveled that Family Video locations still exist while Blockbuster and other video stores have … well, gone the way of Blockbuster. Family Video has survived through a combination of smart meat-and-potatoes business decisions, hard work and cultural relevance in rural America, among other factors. – Paul Wilson
Should the privacy profession adopt a code of ethics? – The debate about a privacy industry ethics code is fascinating given Greentarget’s regular work with many of the top legal minds in privacy and cybersecurity. Obstacles to establishing a clear code of ethics include the diversity of the privacy industry (e.g., various areas of expertise from IT to legal) and the tug toward a compliance-driven, as opposed to a privacy protection-based, profession. Even more interesting, and perhaps confounding, is the fact that a privacy ethics code may be at odds with many lawyers in the field, lawyers who focus on compliance and are “ethically bound to their clients, not the data subject.” The fact that it’s a discussion is heartening in the current environment in which ethics seems to be up for grabs. – Pam Munoz
We All Love “The Fearless Girl.” But What About Fearless Women? – Last week, to celebrate International Women’s Day, the “fearless girl” statue was installed in Manhattan’s Financial District. It signifies workplace gender diversity and seeks to encourage companies to put women on their boards. However, this article argues the statue sends the wrong message, being that it is a girl rather than a woman. The statue stands strong and takes up space, but “Somewhere down the road through adolescence and into womanhood we are told to put those akimbo arms down by our sides, lest we make a mess like a bull in a china shop.” – Sarah Rocca
GT Podcast Recommendation
Missing Richard Simmons – Yes, that Richard Simmons. Three years ago the fitness guru with the colorful personality just disappeared. He cut all ties with close friends and stopped teaching classes at his fitness studio, Slimmons. His disappearance is especially strange given how accessible he had been over the years. The new podcast from Dan Taberski, a filmmaker and friend of Richard’s, seeks to find out where Richard is and why he left. Throughout, Dan explores popular theories as to what happened to Richard, including my personal favorite – that he is being held captive by his maid. Dan gets to the bottom of these theories by interviewing those who knew Richard best. As the podcast progresses, these theories get even stranger. Through it all, “Missing Richard Simmons” is a fascinating blend of pop culture and mystery. I dare you not to become obsessed. – Tyler Rabel
Blog
Monopoly is (wait for it) pulling the plug on the thimble. We’ll pause for a moment so you all can catch your breath.
One of our favorite pieces of late is an inspired, satirical look at the thimble’s feelings, now that it’s been put out to pasture. We’ll also look at the role of Playboy magazine during the Vietnam War, the changing nature of work in America, an astonishing BuzzFeed investigation about hyperpartisan news and a fascinating analysis of the demise of the grassroots energy that got Barack Obama elected.
With that, here’s Recent Reads.
Do Not Pass Go: Interview With The Monopoly Thimble – I’m sure all the Monopoly fans were devastated to learn that the 82-year-old brand lets the public decide to replace playing pieces with new symbols. Or at least they’re (probably?) upset that the (beloved?) thimble will be retired. But how does the thimble feel? This Q&A with the game piece discusses his thoughts on being discontinued and what might replace him, including a hashtag. “[T]hat’s not a thing!” the thimble insists. “We were things. Dog. Shoe. Iron. Wheelbarrow. How do you put a hashtag in jail?” – Sarah Rocca
How Playboy Explains Vietnam – The most successful publications, in print or otherwise, perfectly capture the zeitgeist of their readers. During the Vietnam War, Playboy became the publication of record for U.S. soldiers with its vivid depictions the lifestyle they aspired to, its advice on the things they cared about, its pre-digital interactive features (letters) and its hard-hitting, smart journalism, including about the war itself. Who knew? – Brandon Copple
Medium Launches Snapchat Stories, But for Medium – Medium’s new way of storytelling for mobile devices, “Series,” has a little bit of Instagram and Snapchat (more Snapchat) rolled into one product. This could be a refreshing way to attract an audience that craves images. But my favorite part about this new product is that it allows for stories to unfold over time. It would be nice to slow down the pace a bit and truly consume a story, look forward to the next chapter and gain the satisfaction of adding a bit more knowledge once the story is over. – Pam Munoz
Obama’s Lost Army – Ever wonder what happened to the huge grassroots movement that was instrumental in Barack Obama’s ascendancy to the White House in 2008? This insider account is at minimum an important historical footnote of why populism seemed to abandon Obama so soon after he was sworn into office. “Instead of mobilizing his unprecedented grassroots machine to pressure obstructionist lawmakers, support state and local candidates who shared his vision, and counter the Tea Party, Obama mothballed his campaign operation, bottling it up inside the Democratic National Committee.” The author describes that decision as “the seminal mistake” of Obama’s presidency. – Paul Wilson
The Jobs Americans Do – An examination of the current state of the American working class, represented by Ofelia Bersabe, a Hispanic woman paid to serve others. Her title is various forms of the word “nurse,” as she cares for children, parents and the elderly. Given the loss of traditional blue-collar jobs – notably to automation – caring for aging Baby Boomers is now the largest driver of job growth in the American economy. If there was any doubt left, it’s clear that service work should no longer be considered a way station for teenagers, mothers and senior citizens. It has become a way of life for many Americans. – Amy Yanow
This Is How Your Hyperpartisan Political News Gets Made – Remember a few months back when “fake news” referred to total fabrications, and not just news accounts that public figures didn’t like? Well, it turns out those sources are still out there – and at least one is actually creating clickbait aimed at both conservative AND liberal audiences. The photo at the top of this BuzzFeed piece says it all. The business is outrage. And business appears to be good. – Jackson Pillow
GT Podcast Recommendation
The Axe Files – Former Obama adviser David Axelrod has returned to his journalism roots with a great twice-weekly podcast interviewing important newsmakers, usually from politics. From Corey Lewandowski to Madeleine Albright to J.D. Vance to Theo Epstein, Axelrod is doing his best to have a candid exchange of ideas (from both sides of the aisle) at a time when the national conversation feels like a screaming match. – Paul Wilson
A strong reputation helps a firm stand out and remain competitive. Some clients may ask us, why measure reputation when we conduct client satisfaction surveys? Aren’t they enough to measure how our reputation is faring in the marketplace?
Simple answer? No, it is not.
Greentarget’s annual survey of general counsel and chief marketing officers has shown time and again that recommendations from trusted sources and credentialing are important in purchasing decisions. A CMO can measure outputs (webinars, events, press releases, media coverage) until the end of time, but unless he/she understands and analyzes the outcomes of all of this hard work, the impact on firm reputation will remain cloudy.
“The Top 20 Influencers of CMOs” study recently featured in Forbes revealed findings from more than 1,300 North American CMOs. It analyzed more than 680,000 tweets the CMOs published in 2016, including unique hashtags, links shared, mentions, replies and retweets. Josh Steimle, author and CMO, predicted that “companies will turn to popular business authors, speakers, podcasters and executives who have built large and engaged followings and offer them freebies to hawk everything from invoicing software to consulting services.” These are thought leaders, and most of their assets are digital, measurable and linked to reputation building.
Outcomes that bolster reputation could include subscription increases to a firm’s newsletter, downloads of a firm-written survey report or introductions to new prospects (that turn into warm leads) that directly trace back to a thought leader’s PR campaign, eventually resulting in revenue.
Professional and financial services businesses are unique in their ability – and we think responsibility – to contribute to a smart, productive dialogue around hot issues across sectors. These contributions result in positive reputation building.
Here are three ideas to measure the impact of public relations and thought leadership programs on reputation.
- Conduct a benchmark survey of target audiences about perceptions of a firm’s thought leadership in specific industries or sector categories in advance of a PR initiative. Survey them again 12-18 months later to see how you’ve moved their perceptions.
- Obtain perceptions of top-tier reporters covering the space in which you’d like to be a thought leader and influencer. These reporters may provide insights you never dreamed of getting from clients of your own. These insights can be used as a benchmark or simply to inform the direction of your content for a PR campaign.
- Identify a narrow set of competitors in the area you’d like to claim thought leadership from and conduct an audit of their content, media coverage and social media activity. Analyze and compare with your own.
Collaboration has been on my mind a lot since we kicked off the new year. As cheesy as it may sound, I can’t help but see it everywhere, particularly at Greentarget. Our team has been working tirelessly to put 2017 plans in motion for our clients, including those we serve on a pro bono basis.
We’ve been so busy that, with March almost upon us, I’m just now getting around to recapping the highlights of Greentarget’s great work — and collaboration — with our pro bono clients in 2016. Last year we set our annual Billion + Change donated-time target at 700 hours and exceeded that by 150 percent. That means we donated 1,055 hours or roughly $300,000 worth of Greentarget’s time, talent and energy to pro bono and community investment causes. Here’s a quick summary:
Pro Bono
- DC Affordable Law Firm: Our media relations and content teams worked with DCALF — a low bono, nonprofit law firm in Washington, D.C., representing low- to moderate-income individuals — to develop an entry for the American Bar Association’s 2017 Brown Award.
- Domestic Violence Legal Clinic: The GT team proactively positioned DVLC Executive Director Margaret Duval around high-profile domestic violence cases in sports in top-tier publications such as Forbes and The New York Times, all the while providing content and social media support for events.
- Fabretto: The GT crew worked with the international NGO, which serves more than 18,000 children and youth through work in seven Fabretto Education Centers and more than 250 local public schools, to promote the organization’s annual Night for Niños events that raise funds to provide services to underserved children and their families in Nicaragua.
- Gigi’s Playhouse: The team developed a comprehensive media plan for Gigi’s, a Down syndrome organization with an established network of 30 centers across the U.S. and Mexico. Our media plan included strategies to support the business operations of the brand, expand national education and awareness programs and provide real-time support for the national launch of their Generation G initiative. We also published a Q&A with the CEO/Founder, Nancy Gianni.
- Greenhouse: Our media relations team helped this nonprofit consultancy lay the groundwork for drawing attention to the transformative work it’s done in education. Our content team helped Greenhouse shape an editorial strategy around its unique perspective on the assumptions we make in our everyday behavior.
- Heartland Alliance: The GT team conducted outreach for Heartland’s Housing Division, which develops and manages sustainable, innovative and high-quality affordable housing. The team positioned executives Michael Goldberg and Nadia Underhill to garner exposure around specific projects and promote thought leadership on the affordable housing debate.
- Plant Chicago: GT helped promote Plant Chicago’s August 2016 “Closed Loop Food Festival,” which included farmer’s market vendors, food trucks, music, beer makers and more. Event details were published in 11 Chicago event calendars, and we secured three media placements and developed a social media plan.
- St. George Island: The team, working on behalf of Native Americans living on St. George Island, Alaska, raised awareness among national and regional media concerning the danger of this community dying out if a promised fishing harbor is not advanced by the federal government.
- Women for Afghan Women: The GT Team provided PR support for WAW’s annual gala, 15 Years of Spirit Indestructible. Additionally, we provided media support for major events impacting the organization such as the brutal murder and rape of a 6-year-old Afghan refugee girl and a town hall meeting in response to the Orlando massacre. Furthermore, we’ve interviewed the executive director about communicating from an international war zone.
- Chase Corporate Challenge: The GT team bonded through a hot, sweaty 3.5-mile Chase Corporate Challenge run, which benefits a different Chicagoland nonprofit each year.
- College Possible Visits: GT coordinated two visits to the Kelly and Lake View High Schools to help students with their special circumstance essays. This essay is one of the key components of a college application and empowers students to share their stories and recognize their college potential.
- Ronald McDonald House: A GT crew volunteered at the Ronald McDonald House near Lurie Children’s Hospital in Chicago to make a delicious breakfast for dinner — mountains of pancakes, breakfast casseroles, baked oatmeal and fruit — for families in need.
One of the more troubling trends of the past few months is the growing lack of consensus about the basic information that should be – that used to be – the underpinning of rational dialogue. We’ve written about the rise of so-called “alternative facts,” but this edition of Recent Reads is heavy on the controversial topic of “fake news.”
Perhaps relatedly, we’re also looking at new ways information can be consumed – and at how artificial intelligence might not take over the world after all. But it sure seems poised to take a lot of jobs.
With that, here’s the latest Recent Reads.
The new civic course in U.S. schools: How to spot fake news – For those of us PR pros/news junkies, it can be very frustrating to have conversations with our children about current events. If your kids are like mine, they believe that Facebook or Twitter is the source of what they read, so they trust it. Schools are seeing this troubling trend and are proposing curriculum to support what kids should do to identify and ignore fake news. While fake news has always existed, it is an interesting educational outcome from the 2016 presidential election. – Larry Larsen
Colorado Newspaper Vows Defamation Suit After Senator’s ‘Fake News’ Tweet – I’ve been wondering when something like this would happen. A Colorado newspaper publisher is threatening to sue a state senator for defamation after he tweeted that the publication is “fake news.” Of course, threats of lawsuits don’t always end up with court filings – and proving actual damages could be difficult. But considering that public officials (or, really, any member of society) can now compete with traditional news outlets as far as reach on social media – and if we’re all journalists now – why shouldn’t a news organization explore its legal options? Especially when reputation – possibly the most valuable thing traditional media outlets still have – is at stake? – Paul Wilson
Donald Trump delivers a series of raw and personal attacks on the media in a news conference for the ages – It was already a volatile week for the White House – Michael Flynn’s resignation, the Labor Secretary nominee stepping aside and rumored staff infighting – but President Trump incredibly and predictably came out swinging during a combative press conference Thursday. From the article, “Trump understands something very important: For his supporters, the media represents everything they dislike about American society.” Whether cracks are forming in the administration or not, Thursday was a clear example of President Trump’s strategy to avert the public’s eyes when things aren’t going his way. Instead of talking about Russia or Flynn, we’re now focused on the press conference. Is this his perceived authenticity in action as we discussed late last week? Perhaps, but maybe the better question is at what cost? – Christian Erard
Flipboard revamps its approach personalized news with new “Smart Magazines” – I love the concept of a Smart Magazine from Flipboard. I can’t consume enough material – books, magazines and blogs – and wish I was one of those people who only needed three hours of sleep so I could read more. The choices can be overwhelming, but one needs to commit to actively reading. I hope Flipboard does well with this and am now seeking a B2B version. Smarter, mobile content to replace the laundry lists of blogs, articles and white papers on most professional services websites may have been a pipe dream a few years ago. Maybe Flipboard can make it a reality. – Pam Munoz
Can Virtual Reality Teach Empathy? – This headline caught my attention and made me ask how a technology tool can create empathetic feelings. The article describes how a teacher is immersing VR into his curriculum, so students can literally see lessons “from wandering the streets of ancient Rome to touring the International Space Station.” Educators are cautious about implementing VR, like any technology, but this article describes one of its clear strengths – the ability to tap emotions. As VR enters the classroom more regularly, it makes me wonder how/if businesses will implement it into their strategies. – Sarah Rocca
How tech ate the media and our minds – Technology has fundamentally changed the way the average individual receives information. This article underscores just how much the environment has changed – and the media landscape along with it – during the past decade. In the B2B world, there is still somewhat of a disconnect about how engaged companies should be and what their return on investment actually is. Do corporations and senior executives truly make purchasing decisions at least partly based on what they read in their LinkedIn or Twitter feed? We think the answer is in the eye of the beholder and we advise our clients not to risk it; you don’t want to be conspicuous by your absence. – Larry Larsen
The AI Threat Isn’t Skynet. It’s the End of the Middle Class – Turns out all (or, at least, most) of the fiction about artificial intelligence taking over the world was only half-right. The real concern among scientists these days isn’t a Terminator scenario – it’s economic catastrophe, with a proliferation of automation and technology supplanting middle-class jobs. This is definitely worth watching in the next few years, especially considering how much economic hardship in traditional blue-collar areas played a role in November’s presidential election. – Jackson Pillow
Has Donald Trump ushered in an era of hyper-authenticity in public communications? And if so, should business communicators emulate his off-the-cuff style?
We think the answer to both questions is no.
There’s no question that Trump’s perceived authenticity and penchant for spontaneity – which have trickled down to the rest of his administration – are huge parts of what got him to the White House. During the presidential campaign, millions of Americans were drawn to his seat-of-the-pants bombast, fed up with what they saw as an insincere, overly scripted political class.
But will that shoot-first-explain-later-if-ever style be as effective for President Trump? Two recent events make us wonder whether his approach is already interfering with his efforts to govern effectively.
We expect that, if Trump doesn’t change his insult-and-evade tactics soon, his troubles will only multiply. That’s because in a campaign, you’re only selling yourself – for better or worse, we elect presidents on their personalities more than the policies they’re stumping for. Governing is more complicated. Presidents must contend with other branches of government, an opposition party, entrenched bureaucrats, foreign leaders, and on and on. Force of personality doesn’t get them nearly as far.
Put more simply, campaigning is about who you are. Governing is much more about what you do.
Business communicators need to remember that. Because selling a service or product, through thought leadership or otherwise, is a lot more like governing than campaigning. If customers find you charming or authentic, you might get a meeting because of who you are. But they won’t spend their money unless you convince them that what you do has value.
Trump’s Busy First Few Weeks
The trouble with Trump’s off-the-cufflink style was on full display when he made comments that made it sound as if Frederick Douglass were still alive (Douglass died more than a century ago). The next day, Kellyanne Conway, one of Trump’s closest advisors – in a sign that his off-the-cuff style goes beyond the president – made reference to a terrorist attack that never happened (only to later correct herself).
There are also examples of the Trump administration allegedly spreading falsehoods intentionally, including Trump’s repeated claims that the murder rate in the United States in 2016 was the highest it’s been in nearly 50 years. But for the sake of this blog post, we’re more interested in the mistakes the administration has apparently made unintentionally.
So far, they’ve arguably been more damaging; opponents pummeled Trump over the Douglass flub and Conway has been excoriated in the media nationally and locally and on social media. It’s worth noting that some of Trump’s controversial but subjective comments have also created waves, with his own Supreme Court nominee Neil Gorsuch calling the president’s remarks about the judiciary regarding the controversial travel ban “demoralizing.”
It’s an open question as to whether we’re seeing early cracks in the Trump administration stemming from its communication strategy. But there are reports already that Trump is frustrated and considering a shakeup in the White House communications apparatus. Meanwhile, Trump’s own comments are being used as legal attacks on his immigration ban, leaving government lawyers to argue, as the Washington Post reported, that the president’s rhetoric should be treated “as inadmissible and irrelevant.”
Trump’s Tactics – and Everyone Else’s
Time will tell whether these are merely bumps in the road or the first signs that Trump’s gun-and-run approach is fundamentally inadequate for governing. Maybe he will win the day, again. Trump has, quite frankly, an unparalleled ability to garner attention. And he now possesses the world’s largest megaphone – so his opportunities to retract and recover are quite different from anyone else’s.
But regardless of Trump’s success or failure, we’re not going to start telling our clients to emulate him in business communications. Instead, we’ll keep telling them what we strongly believe is the best way for business leaders to build their reputations through interactions with media and key audiences:
Be Prepared: Go into conversations with reporters or in public knowing exactly what you want to say. Gather your facts, stay positive and enthusiastic.
Develop Messages that Matter: Effective, distinctive, strong messaging that keeps you on point is critical. The best messages balance delivery of the information reporters are seeking and what you want to convey.
Flip the Pyramid: Instead of ending with conclusions, start the conversation that way – the first thing said is most often what we remember – and then make your supporting points.
Flag Your Most Important Points: Use language like, “Here’s what I want you to remember about this,” and “This is a very important point to remember.” Any person – especially a reporter on deadline who is likely dealing with multiple stories in a day – will perk up and pay special attention when you use that kind of language.
Of course, authenticity is a part of what we advise our clients, too. It’s vital to developing a rapport with a reporter or any audience you’re addressing. Coming across as overly rehearsed or formal never helped anyone get their message across. But while saying whatever pops into your head, or whatever you think your listeners want to hear, may help endear you to them personally, if you want them to buy from you, you have to impress them with your ideas, experience and expertise.
Trump’s candor and demeanor have been significant factors in how he’s gotten this far. But less than three weeks into his administration, there’s already talk of the president and his staff rethinking their tactics. Other administrations have recovered from rough starts. But even if that happens here, we wouldn’t recommend Trump’s particular brand of messaging.
February 13, 2017 Update: The New York Times over the weekend reported another example of Trump’s off-the-cufflink style. The newspaper said that National Security Council staff members “get up in the morning, read President Trump’s Twitter posts and struggle to make policy to fit them.”
