Greentarget

Blog

by Leave a Comment

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.
Of course, professional services firms often have trouble getting distinctive thought leadership campaigns off the ground. A lack of specific business goals is a common challenge that hampers the ability to claim reputational or thought leadership territory that will most effectively help a firm compete for and win business in the face of intense competition and changing business models that require developing new strategies – particularly for law firms. Marketers should combat this challenge with specific goals and a strategic plan to execute proactive reputation-building that directly supports those goals. Kasper Ulf Nielsen, executive partner at the Reputation Institute, has said that reputation measurement, not brand measurement, is where companies should focus. He says Walt Disney, BMW and Google are among the 15 percent of businesses that understand how measuring reputation is the key to informing marketing and public relations programs that truly influence business outcomes and client service excellence. Professional services firms with true thought leadership programs will see increased influence in the industries they serve. We know it because we see it – and measure it – every day among our clients. We’re not talking about consumer-brand celebrity influence, which, while highly measurable and directly traceable to sales, is already losing its shine due to overuse. We’re talking about influence built on skilled participation in smarter conversations around critical industry issues.

by Leave a Comment

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.
Community Investment
  • 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.
Even as we’re moving at warp speed through 2017, it’s inspiring to look back at the teamwork that took place last year across Greentarget to support our pro bono clients. Stay tuned, as we have many exciting partnerships in the works for 2017, including Barrel of Monkeys, KIND and the Cameron Kravitt Foundation, to name a few.

by Leave a Comment

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

by Leave a Comment

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.”

by Leave a Comment

Two articles about making the world a better place caught our eye this week. One is about a legal marketer telling law school grads to succeed by focusing on helping people – the other is about a CEO tackling the difficult subject of diversity. We also have some witty dissents from the man poised to join the Supreme Court, the closest thing to teleportation you’ll likely ever see, new thoughts on Elgar’s Enigma Variations and some trends popping up in recent Medium posts. With that, here’s Recent Reads. An Interview With Cole Silver: How to Succeed After Law School – This is a worthwhile read about legal marketing, based on an interview with a unique member of the marketing team at Blank Rome, Cole Silver. Cole was a GC for 25 years before joining Blank Rome to help with client development. I love his punchline: “Forget sales. Forget business development. Forget marketing. Just go out and help people, connect with people, serve people. That’s it. If you do that, you will have a very handsome book after a few years because people will understand that you have their best interests at heart and they will reciprocate.” – Steve DiMattia Tim Ryan’s Awakening – PwC CEO Tim Ryan takes an unorthodox and uncomfortable approach to driving the diversity conversation. While his method and lexicon would be lacking authenticity for many leaders, his Boston blue-collar roots make it real. What’s more, he’s using PwC’s expansive platform and relationships to issue a call to action to Fortune 500 CEOs to join him in a refreshingly different – and dare I say, smarter – conversation on the topic of race. Those who know Ryan best think he just might pull it off. – John Corey The 4 Wittiest Dissents By Gorsuch – No matter what you think of President Trump’s Supreme Court nominee, Neil Gorsuch, we’ve read again and again that he’s a good writer with clear, mostly concise thoughts, which often come with a creative punch. I think our clients who are inclined to write – op-eds, bylines, written statements on news items, etc. – can learn something from Gorsuch’s style, especially his dislike for the passive voice, his “old nemesis.” – Agatha Howland Meet the Students Racing to Make Elon Musk’s Hyperloop a Reality – Teleportation is happening! OK, maybe not teleporting, but you won’t have to get in a fighter jet to hit 600 mph once SpaceX’s hyperloop competition wraps up. The first round of tests happened earlier this week in California, where teams from universities around the world demoed their pods and, ultimately, learned from one another’s designs. It’s a unique competition, inspiring a drive to innovate, yes, but also collaborate. And as someone who learned how to drive on the hyper-congested, Colonial-era highways of New England, I can’t wait to see the final product in action. – Megan Duero The cult of the paranoid Medium post – Anyone can post to Medium, and it has hosted some great think pieces by authors who might not have had a strong platform otherwise. But it also can provide some credibility to (likely) well-meaning people whose ideas are more cathartic than convincing. As the Washington Post smartly points out, “There’s a weird sort of relief that comes with believing you understand, at least, why a bad thing is happening, even if you’re powerless to stop it.” – Paul Wilson Breaking Elgar’s Enigma – For those of you who liked Dan Brown’s “The Da Vinci Code” and Amazon’s “Mozart in the Jungle,” you’re in luck. In Daniel Estrin’s piece in The New Republic, he undresses composer Edward Elgar’s Variations on an Original Theme (“Enigma”), an orchestral work comprising 14 variations on an original theme, and widely believed to involve a hidden melody, through the eyes of a devoted musical aficionado. If you have an appreciation for the classics, you might enjoy this piece. – Christian Erard

by Leave a Comment

There’s a new dynamic in Washington, D.C., in which critical issues are arguably debated with unsupported claims and promulgated by sources who intentionally refuse to correct them, while the media is denounced with open contempt at the highest levels. Even for organizations not directly involved in politics, it’s worth wondering whether the ground rules for thought leaders are changing – and changing dramatically. This is an important question at Greentarget, where we promote and protect our clients’ brands and reputations. Because what many of our clients sell is their own intellectual capital, we spend a good portion of each day helping them participate skillfully in influential conversations on the belief that their ideas, if articulated clearly and disseminated effectively, will drive meaningful interactions and business. But even if Washington has changed (dramatically) in a relatively short period of time, I’d argue the thought leadership rules we regularly preach to our clients haven’t changed; in fact, they are more important than ever. We tell our clients that the core tenets of basic decency must continue to guide their thought leadership. And we believe adherence to the canons listed below will distinguish their messages and help them truly contribute to a smarter conversation.
  • Be honest.
  • Be smart.
  • Be kind.
These rules are remarkably similar to what my wife and I tell our four children about how they should live their lives. Here’s how they apply in a changing PR world: Be honest: In recent weeks, both the PR Council and Public Relations Society of America (PRSA) have issued statements reaffirming their commitment to their respective codes of ethics. The parallel for thought leaders is to remain true to yourself and your message. Do not engage in petty arguments that cannot be decided. A true leader frames an issue authentically and then offers objective insights backed by facts to persuade listeners. Molding a narrative that runs contrary to verified facts or tries to ignore important questions in an attempt to promote a different story destroys reputations. Be smart: Interjecting yourself into an emotional, sideways argument has always been dangerous. It is more so now. Thought leaders must decide when to engage and when to just observe. If your narrative won’t be heard over the noise, then don’t waste your breath. And although certain traditional outlets hold influence, perhaps pick another venue for your message. New outlets, such as Axios, or social media news pages, like Dan Rather’s News and Guts, are launching daily in response to a void they perceive in the current coverage. They offer new audiences and demographics. They also offer opportunities to place owned content that can be viewed directly by readers. And, of course, in today’s world self-publishing can often be as effective as traditional media. Savvy thought leaders will be more selective moving forward. Be kind: The best thought leaders must engage with open minds and empathetic ears. Conversations should be idea exchanges, not shouting matches. Thought leaders must rise above the current vitriol in order to be heard. Civility in the face of contempt is a perceptual victory and positions a thought leader’s words for greater acceptance. Many voices are speaking out with strong points of views on the issues facing our country. For true thought leaders, it is important in these times to distinguish opinion from influence. Opinions persuade through passion and willpower. Influence motivates through ideas, empathy and facts. At Greentarget we focus our clients on thoughtful influence because we believe that is ultimately at the core of leadership – intellectual or otherwise.
Close
Close