Mann and Associates PR and Marketing Blog

Gentleness Is Underrated

2011-01-11T23:37:00.000-08:00

Representative Gabrielle Giffords and many others were shot in Arizona -- six fatally -- by an alleged gunman who has been described in the press as mentally disturbed. The tragic event generated controversy about gun control, mental illness, and the use of vitriolic language in political and cultural debates.

It is not clear yet whether the gunman was influenced by heightened rhetoric surrounding political figures and the issues of the day. It has been reported that the gunman once met the representative and was angered by her response to his question at the time.

Whether or not there is a direct link between a climate of intemperate speech and posturing, and the actions of the gunman, the discussion itself gives rise to soul searching and reflection. Without ascribing blame to any person -- and after all, have we not all, at one time or another, said something unkind, unfair, or even cruel? -- now is a good time to consider whether we can collectively take a higher road in communication.

The gunman reportedly had a preoccupation with words, meaning, and "grammar." Without refining too much on the basics or the mechanics of communication, I'd like to suggest that we in the United States have drifted at the level of core ethics too far towards appreciating "entertaining" or (self-servingly) "brutally honest" (sometimes just brutal, and not honest at all) speech. I agree with the First Amendment, that speech should be protected. I just think that we collectively should take care how we express ourselves, so we spend less time reacting badly to each other and more time building sound, joint decisions. One of the most underappreciated of values is gentleness, including gentle speech. We need to cultivate more of it.

Once upon a time, gentle, kind, well considered speech was the mark of a cultivated and thoughtful person. Classism includes a painful stratification of society that is still, long after (most) titles were abolished, with us to this day, to greater or lesser degree, but gentleness in speech and demeanor is NOT a function of wealth, education or prestige. It is a function of choice and character. A person with a sixth grade education may have more kindness and gentleness of expression than someone with a JD/MBA. (For proof that privilege does not automatically equal gentleness, watch a few minutes of the reality TV show "The Real Housewives of Beverly Hills." Perhaps only the worst moments are televised.)

A semi-automatic weapon in the hands of a disturbed person with an idiosyncratic grudge is entirely different from intemperate, vitriolic and irresponsible speech. We certainly need smarter and more effective policies on gun control, early and genuinely helpful ways to heal people with addictions and/or disorders, and more security in our gathering places. Yet we can take this opportunity, springing from the saddest of circumstances and giving rise to such debate, to consider anew what a kinder, gentler nation would sound like. We could be listening more for people who need help, and discussing ways together -- from every angle, from every perspective -- to provide it. Gentleness will not solve every problem, and it will not be as entertaining and as stimulating as rants. However, it can provide a better backdrop for sustainable, concerted action.

If Not Now, When?

2010-10-06T13:44:00.000-07:00

by Kimi Mann and Elisa Waggoner

Millions of Americans are out of work. Joblessness is a fact of life for millions more across the globe, as the economy remains sluggish.

Co-founder of Sun Microsystems Vinod Khosla, a billionaire who invests in social enterprise such as SKS Microfinance, encourages other Indian billionaires to give through profit-making ventures that help people emerge from poverty. He states in a New York Times article that there is not enough money in the world to help through nonprofit organizations. Capitalism – through microfinancial lending practices that benefit the very poor – is more likely to help, in his opinion (“Sun Co-Founder Uses Capitalism to Help Poor,” New York Times, October 6, 2010, B1).

Others may passionately disagree, and see the work of non-governmental and nonprofit institutions – not to mention government departments -- as vital to alleviating dire circumstances. Whatever the stance, there is agreement that people around the world and around the corner need clean water, adequate food, safe surroundings, vital infrastructure (plumbing and sanitation among them), medical care, and ideally an excellent education and meaningful work. Plus safety nets for times of crisis.

Helping a continent, a country, a county or a city may take the interwoven actions of multiple ethical doctors, firefighters, police officers, politicians, bankers, teachers, and everyone else, but here are individual ways that you can know that you are making a difference:

Volunteer & Join

Through churches, nonprofit organizations, governmental outreach, and individual efforts, people make a difference every day in the lives of others. One small gesture can be multiplied many times, and can have a meaning greater than its effort.

Consider cooking and feeding people at homeless shelters. One woman brought her harp to a shelter and played gratis.

Your local library might have a program that links volunteers to adults who need to learn to read. You can, one letter and one sound at a time, open a new world of understanding.

If you have experience, consider applying for the Peace Corps. Although young volunteers with energy and verve are much appreciated, the program has found that those with experience and know-how can bring a great deal to the work.

If you have time and money to give, consider joining a service club, such as Rotary, Kiwanis, Lions, or Civitan. The camaraderie is wonderful, since you are with like minded people, and the chances to give back are varied and meaningful.

Adopt

Consider adopting a child. Some counties have programs to make the process understandable and positive for families and children, so you do not have to go through it feeling alone.

If caring for a child for the rest of the person’s life is not feasible, consider adopting a pet. You will be changing an animal’s life for the better, and reap the rewards of affection and loyalty. (Ask staff at animal shelters for insights to see if a specific pet might be compatible with you and your family. The shelter staff are there because they love animals and they want the best outcomes for them.)

Be Green

From “How Stuff Works” on the Internet, a top-ten list of ways to be more environmentally conscious. In the aggregate, efforts matter. “10 Things You Can Do to Help Save the Earth”:

http://science.howstuffworks.com/environmental/green-science/save-earth-top-ten.htm

Donate

Knowing that your funds help people, animals, or the environment can be a source of satisfaction. Search the fine print of information to see how much of an organization’s money goes directly to help its mission, versus how much is used for administration and advertising. Administration is necessary to get things done and to keep correct records, and advertising helps to gather donors – these things are not bad. However, it feels better to know that most of your hard-earned cash is going to help children, rescue animals, or give clean water to a town.

Doctors Without Borders is a reputable organization that helps people in the most impacted areas overseas. Their website is easy to navigate and donating can be done in one’s own name or for a loved one or friend: www.doctorswithoutborders.org.

Close to home, figuratively, Elisa's stepmother Sandra Evans Ward helped to found and is treasurer for a nonprofit – Amigos de los Animales de Guanajuato -- that helps the stray dog and cat population in Guanajuato, Mexico. They are the closest thing to the Humane Society that the area has: http://www.amigosanimalesgto.org/.

Close to our hearts in downtown Los Angeles is Alexandria House, a not-for-profit that provides safe and supportive transitional housing for women and children and, also, serves as a multicultural neighborhood center. Organizations like these make a real difference in the lives of those they touch, including volunteers and donors.

Search

A wealth of possibilities appear if you do an Internet search for philanthropic organizations, or just type, “How can I help?” Be careful when selecting organizations to support that you take the time to find out a little bit about them. See if they are mentioned in third-party reports, request their annual reports or other information about them, and do an informal poll of friends to see if others have had good experiences. Your heart, mind, time and treasure are worth taking steps to protect, and you want your efforts to have a direct, positive effect.

It’s not just about donating money. Sometimes a pair of hands, an informed mind, or a warm and caring heart contribute to improving someone’s life. Let’s all make a positive contribution to our families, our neighborhoods, our country, our world.

Communications & Clarity of Purpose: Nuclear Treaty a Remarkable Achievement

2010-04-09T09:29:00.000-07:00

President Obama has signed a treaty with Moscow to reduce nuclear weapons, and has made ridding the world of nuclear weapons a priority in his administration. Whether the world can honestly be rid of these fearsome weapons, now that the knowledge of how to make and use them has been a reality for decades, is debatable. What is clear, however, is that the priority to improve communications with the world about the complex nuclear threat, and the political will to address and reduce the arsenal (and loose nukes), is a stunning and important development.

The improved clarity and political environment regarding nuclear weapons is an achievement as strong as the goal of improving health care in the United States. While threats that can be catastrophic tend to be exaggerated in people's minds when compared to small, more incremental gains on a day-to-day basis, the destruction of Hiroshima and Nagasaki and the deep distrust that have surrounded the threat of nuclear war are reminders that we still need to prepare for, and mitigate, harm.

Anyone who has visited the Hiroshima Peace Memorial Museum would doubtless agree. The Museum website may be found at http://www.pcf.city.hiroshima.jp/index_e2.html.

For more on the topic of nuclear weapons and the latest political changes, see

http://topics.nytimes.com/top/news/science/topics/atomic_weapons/index.html.

Crisis Communication Reminders

2010-03-16T17:25:00.000-07:00

From political scandals to manufacturing recalls to natural disasters, crises are in the news every day. What happens when a crisis hits your company, cause or candidate? Keep a few guiding principles in mind as your work through the long days and nights associated with responding to painful episodes.

First, make sure that everything you say, write and do, and everything your company and its spokespeople say, write and do, is factually accurate and truthful. Nothing hurts more in a time of crisis than adding to a perceived lack of integrity. Crisis points are times to rebuild trust, and that starts with truthfulness and accuracy.

Related to that, say only what you know. Explain clearly what facts are in and what still has to be found out, and explain where the factfinding is in its cycle. Avoid saying, "No comment" if you are unsure, because that comes across as withholding information. Instead, let people know how you will find out and that you will get the information to them, be it on your website or through another means of communication. Saying, "We are gathering the needed information right now from our factory managers, and should be able to give you an answer in a couple of days. We will post what we learn on our website, and you can also reach me at this number," is much better than, "We are not accepting questions at this time." If it takes time to reach conclusions, let others know what you are doing to respect the process. Also, take any necessary actions that have to do with respecting life -- saying, "We are gathering information and waiting to understand better what is happening" is best matched with, "In the meantime, here are the actions we are taking to make the situation as we do understand it, better."

However, be certain to respect confidentiality and any legal or ethical reasons that you cannot divulge information. Make it gently clear that you will give all information possible, but that you will respect legal and ethical boundaries (for instance, never release a name where a person may fear retribution, such as a person who has been abused). Explain that some information is being kept for the sake of safety or respect for the law.

Try as much as possible to have one clear point of contact for information. This gives others a clear sense of where to go to find trusted information throughout the crisis. However, if that is impractical, and many points of contact must help with disseminating information, make absolutely sure that each and every one of them has the most updated information. Avoid having different stories circulating about the same set of data; it is not only confusing but can make it seem as though the source of information is less than careful.

Crises take a toll on those whom they affect directly, but they also affect those who respond to them. Make sure that you and your team have appropriate and necessary breaks, and that you can relax after the crisis is in a less heightened mode (ideally, when it is over). Even firefighters get some time to sleep. We all need to recharge.

Good luck dealing calmly and carefully with emergencies and crises. Your communication will be good if it helps others to understand what is happening, why it happened, and the best ways to help.

Emergency Preparedness

2010-03-15T11:05:00.000-07:00

Terrible earthquakes have recently rocked Haiti and Chile, and many people are wondering, "What if a natural or other disaster hit my community, or my family?" Unfortunately, in a disaster scenario with many people affected, first responders such as firefighters and police officers will not be able to help each and every individual.

Try to keep disaster supplies on hand, both inside and outside your home, and in your car and office. Have first aid supplies, including bandages. Count on having about two weeks' worth of food and water supplies, including a gallon of water per person per day. Remember practicalities such as having a can opener everywhere you keep emergency cans (stores now also sell innovative food packaging that does not need an opener). Keep a supply of medication in case you cannot go back to the pharmacy for a couple of weeks -- just ask your doctor for an extra prescription for disasters; he or she will usually be quite willing to help. Also, keep emergency supplies of food, water and medication for your pets.

In case of earthquake, stay inside if you are already there. More injuries occur outside with falling objects. Look for a corner to stand in, and cover your head, or look for a "void," the empty area next to an object such as a bed or a couch. Crouch down and cover your head, and wait until the shaking stops. If you cannot find a void, duck under a table, but be careful because it might collapse if a heavy object falls on it. The new thinking is to avoid standing in doorways, because of injuries due to the swinging door. If you are outdoors, stay there, but try to get to a clear area away from items that could fall and injure you -- including trees, buildings, and poles. Watch out for electrical wires.

Memorize the phone number of a person who lives out of state, as local lines and cell phones might not be functioning. Pre-arrange a place to meet family members, but follow any guidance by emergency personnel if they tell you to go to a place of safety.

More information can be found online, including from the Federal Emergency Management Agency (FEMA): http://www.fema.gov/areyouready/.

Precious Touched Many Chords

2010-02-18T14:46:00.000-08:00

http://www.nytimes.com/2010/02/05/opinion/05reed.html?th&emc=th

When I saw Precious the things that were touching and absorbing about the main character and those around her were not the fact that she was African-American. She was not a stand-in for all people who were the same race or the same specific skin color. She stood for a girl, or a person (it could have been a boy) who was facing incredible odds. She was good at math, and did not have to study it to do well at it, per her teacher in the film. That could describe a student of any socioeconomic standing or racial or ethnic background. She was an incest survivor, for years. Again, the point was not that she was African-American but that she was suffering at the hands of a person who did not care about her wellbeing, even though he was her father. That transcends race.

Precious stood for pain, not just the pain of a specific class and race. She stood for a stereotype of victimization and blame, to those who were outraged. Yet I saw a girl whose struggles were at once unique to her and transcendent. I saw an icon of struggle. It's not fair to say that extreme difficulty, poverty and victimization -- which she transcended by finding a caring teacher, and other caring adults in her life, her children, and friends -- belong only to a hated, stereotypical portrayal of a mythologized class.

Part of the negative response to Precious was the idea, "Don't show (me) as dying, hurt, less than literate, less than able to cope, and then call me triumphant for small mercies. Show me as glorious, able to create beautifully, able to triumph at the highest levels of my achievement." We need more of those uplifting movies, too, with characters who are African-American (or more widely descended from Africa) and other ethnicities, too. I just would not demonize the movie Precious for showing a girl who dreamed of more than she had, whose biggest love was her children, and whose worst nightmare, dying, was not enough to stop her from trying to be a good person.

On a personal note, I had stopped myself from seeing movies where I had a similar, visceral reaction to the apparent portrayal of an Asian American person. It is hard not to take personally, or react to, an image that I do not want to see. I still worry that others will see "people like me" reflected through that alternate vision, and have a stereotyped, warped view. It matters how closely the apparent portrayal touches one's sense of identity.

Two movies that did touch a positive chord, that I was proud to see as an Asian-American, were Dragon and The Joy Luck Club. Regarding those who did not like the image of Precious, I wonder which movies did fill them with a sense of uplift or shared understanding, which were appropriate and meaningful to them. Please share your thoughts.

To Serve Openly

2010-02-04T12:12:00.000-08:00

Gay rights are human rights.

Admiral Mike Mullen, chairman of the Joint Chiefs of Staff, said to the Senate Armed Services Committee, “No matter how I look at the issue, I cannot escape being troubled by the fact that we have in place a policy which forces young men and women to lie about who they are in order to defend their fellow citizens.”

That policy was the famed Don't Ask, Don't Tell, which let gays and lesbians serve in the military but barred them from disclosing their orientation. According to the New York Times article "Top Defense Officials Seek to End 'Don't Ask, Don't Tell'" (February 3, 2010, nytimes.com) over 13,000 people were discharged due to the policy.

Even General Colin Powell, who supported Don't Ask, Don't Tell in 1993, has more recently acknowledged that times have changed, and that attitudes have shifted. Bias against gays and lesbians still exists, but so do racism, sexism, and every kind of intolerance. That does not keep general cultural attitudes from changing for the better in most cases.

Those who have the courage and the exceptional strength to stand up for their country and to serve in the armed forces should have the country's support. With the dissolution of Don't Ask, Don't Tell, the poet Seamus Heaney's memorable words in his poem "Doubletake" ring true: "...the longed for tidal wave / of justice can rise up, / and hope and history rhyme."

Preparing for Disaster

2010-01-18T11:26:00.000-08:00

The recent earthquake in Haiti, with devastating losses of people and structures, with painful ramifications to be felt for years to come, has spurred a huge outpouring of giving. More aid workers and supplies than the infrastructure can currently handle are pouring in to the country, and aid is finally being distributed, although the need for it is still greater. Nations and individuals have responded with donations, but in the first hours when help was most desperately needed, it was the Haitian people themselves – injured and shaken – who individually and in groups helped their friends and neighbors.

We can and should be focused right now on the humanitarian needs of the Haitian people, and on what we in the world community outside their borders can provide as assistance. Yet we cannot help look at the devastation and wonder how we and our loved ones, neighbors and fellows would fare if a disaster on a similar scale happened where we live. Some of us have specialized skills, such as in medicine, leadership, heavy equipment operation, plumbing, and giftedness with children or with psychological relief. Yet many more of us have a willingness to help but do not necessarily have the knowledge, training or skills to effectively cope and give aid at the maximum level we otherwise could.

Community Emergency Response Team (CERT) training seeks to help people who want to give the best possible local response to a disaster. Fire and police personnel have long understood that in a massive disaster, their best efforts would not be able to help every single person who is in need of assistance, and they hope that people close to the afflicted will be able to help each other. CERT training provides ordinary people with the tools to take meaningful action right where they are, whether that means shutting off someone's gas valve at an appropriate time or aiding others in staying calm.

CERT is not the same as first aid or cardiopulmonary resuscitation (CPR), but it does give practical ways to help oneself and one's neighbors, including prevention training and what to do during and after a disaster. For more information, see the website http://www.citizencorps.gov/cert/, or check with your local fire department. In my area, the Los Angeles County Fire Department gives free training, with certification after 20 hours. The training is not onerous (although it does take time), and no experience is necessary. People have to be at least 18 years old to participate.

With Haiti and even Katrina firmly in mind, let us each take positive steps to ensure that we have the tools and training necessary to ensure that our loved ones (and ourselves) can take positive steps to assist in each other's survival.

A couple of other websites with information for earthquake safety include:

FEMA information on earthquakes - http://www.fema.gov/hazard/earthquake/

The Great California Shakeout - http://www.shakeout.org/

Google's Move in China: Corporate Identity at Stake

2010-01-13T22:24:00.000-08:00

Google has announced that it might leave operations in China due to cyberattacks by sophisticated hackers that may have been aimed at civil rights activists. Also cited was Google’s discomfort with limits in China to free speech. To operate in China, Google had agreed to take away search accessibility for banned topics, such as the Dalai Lama or the Tiananmen Square Massacre.

The move shows strong leadership by the company, which has a motto of "Don’t be evil." In a quotation from the New York Times article "Google, Citing Attack, Threatens to Exit China" (by Andrew Jacobs and Migues Helft, January 12, 2010), Google’s Senior Vice President for Corporate Development and Chief Legal Officer David Drummond said, "We have decided we are no longer willing to continue censoring our results on google.cn, and so over the next few weeks we will be discussing with the Chinese government the basis on which we could operate an unfiltered search engine within the law, if at all."

Mann and Associates supports Google's intention of stopping the censorship of its site google.cn. What do you think of Google's decision to hold negotiations over freedom of speech with Chinese government officials?

Happy New Year!

2010-01-03T10:13:00.001-08:00

Happy New Year!

May 2010 bring you great happiness, joy and comfort.

Intangible Christmas Gifts

2009-12-18T11:42:00.000-08:00

A few intangible Christmas gifts that I am going to try to work on this new year:

1. Communication

Am I being clear? Kind? Thoughtful?

2. Generosity of spirit

Am I there for people? Fully present? Am I also knowing my own limits and appropriately saying a clear "no" when necessary?

3. Attitude

Am I making things easier? Am I the one starting the infectious smiles? Am I listening well?

4. Trustworthiness

Do I do what I say I will?

5. Reflection

Am I learning from my many mistakes, past and present? What am I doing to stop these errors in the future?

Happy Holidays from Mann & Associates!

The Right Note

2009-12-14T09:56:00.000-08:00

Hillary Clinton has struck the right balance between visibility, power and effectiveness. Once a lightning rod for controversy and attacked for being polarizing, in her work as Secretary of State Hillary Clinton gets to use the best of her skills, old and new. She uses discretion in her words, may be forceful and courageous without being unkind, and walks a careful line to reflect the opinions of the Administration. From a public relations perspective, she is effective as an ambassador and spokesperson, without drawing undue attention to herself. From lawyer to First Lady, Senator to Secretary of State, she has grown not just in stature but in her ability to communicate substance without rancor. President Obama was wise to reach out and adopt her skills for the nation; both she and he proved his choice to be gracious and meaningful.

Soldiering On

2009-12-06T23:01:00.000-08:00

President Obama plans to send about 30,000 military personnel to Afghanistan. Although one hopes for a different calculation, it may well be that if more people are sent, more will die, and more will return with inner and outer wounds

We are assured that the force is necessary to ultimately create a more peaceful world. Only the future will show whether the military intervention will lead to more security for the military and civilians alike, or the need for ongoing or escalating force.

Meanwhile, how is the civilian contingent to manage to honor soldiers and to give them the best possible lives while they are serving and when they are back? What safety nets will help soldiers with post traumatic stress disorder, depression from having difficulty finding work, estrangement from family, and the physical effects of war wounds?

Some organizations that reach out to soldiers:

Any Soldier (anysoldier.com)

Soldiers' Angels (soldiersangels.org)

Books for Soldiers (booksforsoldiers.com)

The Soldiers Project (thesoldiersproject.org)

A look at a prosthetic arm developed by Dean Kamen, shown on TED.com:

http://www.ted.com/talks/lang/eng/dean_kamen_previews_a_new_prosthetic_arm.html

See an update on 60 Minutes, from April 12, 2009, "Creating the Bionic Arm":

http://www.cbsnews.com/video/watch/?id=4937716n

Whatever one thinks of the wars in Iraq and Afghanistan, our soldiers deserve excellent healthcare, including help for mental trauma and whatever other assistance they need to forge viable lives.

The Line Between Public Relations and Prurience

2009-12-03T14:22:00.000-08:00

by
Elisa Mann

Tiger Woods got into an accident around Thanksgiving, a time to be most thankful for family. The accident was late at night, and soon rumors were flying about affairs. Little word came forth about what had happened, but several days later, Tiger issued an apology on his website, at the same time asking for privacy to deal with personal issues with his family.

From a public relations standpoint, it would have been ideal to have heard a substantive statement as early as reasonably possible. That said, every person is entitled to the privacy needed to work out difficult issues, and celebrities are no exception. However, by now the dynamics of press and fan interest are well understood, and, again, a statement earlier rather than later would have helped.

Now let's leave him alone.

Writing a Blog

2009-11-24T11:19:00.000-08:00

by Elisa Mann

Writing a blog is as simple as writing a letter, or expressing a point of view. Hosts such as Blogger.com can provide a forum for your blog, so setting up a space is not necessarily difficult. Actually writing for your blog is even easier.

First, make sure you care about your material. That passion is usually why people start blogging in the first place, and it gets communicated to the reader.

Second, keep your blogposts short. Although some writers use the opportunity to write lengthy missives, think of blogposts as being similar in length to relatively short letters to the editor, or up to about a page of text.

Third, think about your approval structure. At Mann and Associates, one person writes and another edits. Many bloggers post their thoughts directly.

Finally, be very kind about feedback. If people take the time to respond, if it is appropriate and practical, thank them or respond respectfully to their comments.

Note: This blogpost has appeared in communications of the Corporate Communications Section of the Public Relations Society of America.

Words That Heal

2009-11-18T10:20:00.000-08:00

by
Elisa Mann

The day before Veteran’s Day, President Barack Obama gave a memorial speech in honor of those who died or were wounded by a gunman in Fort Hood, Texas. His speech honored the fallen, those who raced to help, the systems that would both heal the gunman after his rampage and hold him accountable for justice, and the military defenders of the nation as a whole.

The speech was delivered with eloquence -- not perfectly, but sincerely, and it was a reminder of the power of words. An excerpt:

“For those families who have lost a loved one, no words can fill the void that has been left. We knew these men and women as soldiers and caregivers. You knew them as mothers and fathers; sons and daughters; sisters and brothers.

“But here is what you must also know: your loved ones endure through the life of our nation. Their memory will be honored in the places they lived and by the people they touched. Their life's work is our security, and the freedom that we too often take for granted....

“Neither this country - nor the values that we were founded upon - could exist without men and women like these thirteen Americans. And that is why we must pay tribute to their stories.”

President Obama then gave a sketch of the lives that were taken, giving honor to each one. No words will ever bring back the fallen, but some words are better than others at starting the long healing process.

How Is the Person I Love?

2009-11-08T21:11:00.000-08:00

by Elisa Mann

A family member is in the hospital, and it is a time of grave concern. Her life is not in danger, but her quality of life is.

Her quality of life has been difficult for many years now, even decades. Yet like the proverbial – pick your favorite proverb that is positive – she has continued to work and live as if every day matters. Of course, every day does. Yet the multiple conditions that she has had to deal with, each often making the others worse, have mitigated against a lot of important experiences. She lives alone now, although with pets, and while she has a supportive family and friend and colleague network, her social world is smaller than it used to be. She is not old. She has many years before a normal retirement.

What does this have to do with public relations? In a hospital setting, everything. Every single person who enters the emergency room doors is a light on to the reputation of the hospital. Are the staff competent? Courteous? Able to help? Are they so tired that they make mistakes? Act grumpy towards the patients? Cause delays, or react badly to them?

Behind every response to “public relations” is the public, and that is nothing more than the aggregate of people whom other people care about, just like my family member. Each response comes from the sum total of memories of going to the beach, playing video games, sharing food together, and learning about diagnoses. Being told to clean one’s room. Being given gifts at the holiday season, and sharing philosophical discussions (gossiping).

My concern is almost totally for the wellbeing of my family member. I want her to emerge the best she can, to be reunited with her pets, to go back to work, to take care of herself. Yet there is a part of me that is on alert for how the hospital is treating her, how they are extending care and how good their systems and processes are.

Hospital public relations is complex, and extends beyond even the treatment of patients. Yet that is the core duty. How well does the hospital measure up? Don’t give me complicated mathematical structures; the metric is, “How is the person I love? Did you do your best, and was your best exceptionally good?”
Of course, every system has its moments of weakness, and to err is human. We’ve all come to expect miracles from our hospitals and healthcare providers. Expectations should not be unrealistic.

Great PR is when the expectations are realistic, and the reality is strong. I hope my family member gets better and will credit the hospital -- with due regard for her care -- to everyone I know, whatever the outcome may be.

In Thanksgiving

2009-11-04T14:47:00.000-08:00

by Elisa Mann

The holiday season is almost here, and family and friends are gearing up to spend time together. The emotion of gratitude melds with the sacred as hands clasp and heads bow, or people simply reflect on what they have to be thankful for.

The field of public relations has seen a blossoming of social media, new ways to reach out to people and communicate, even to connect. Yet the field has also seen the narrowing of many traditional media outlets, even as the skills of journalism – inquisitiveness, checking of details, finding a good story – are as needed as ever. Many people in the media and in public relations are out of work or underemployed. It can be hard to see a silver lining, and perhaps in some ways, there is no magic. The economy and the changing of the grounds have left a different playing field.

There are still many basics that professionals in public relations (somewhat justly) take for granted. One is literacy. Fluency in the language is a prerequisite for the most basic success in the field. Another is emotional intelligence. Public relations professionals understand how others feel, and that lets them relate their writing and outreach in appropriate ways. Moreover, public relations professionals have keen analytical abilities, allowing them to weigh options and to decide on the best course of action.

Public relations professionals can also be grateful for their flow of ideas. They need a modicum of creativity -- in some cases, a wealth – to be able to meet client needs, not to mention flexibility and tact. Finally, basic capability. Public relations professionals cannot thrive without the ability to successfully execute programs and projects time and again. Often their contributions are misunderstood or the hard work that produces solid results are taken for granted.

This Thanksgiving, like so many other people, a good number of public relations professionals will volunteer their time and, also, cherish time at home. In a field that is changing but where underlying skills are still needed, it is important to feel grateful for the most basic of basic things.

Making the Most of Your Press Release

2009-10-27T15:10:00.000-07:00

by
Kimi Mann, APR

Distribution strategies make a difference in obtaining the placements you want.

WIRE SERVICES. Many professionals take the convenient, easy way and use wire services (such as PR Newswire or Business Wire) for distribution. This is an excellent initial strategy in that wire services perform their functions efficiently and effectively. There is wide-spread distribution on a timely basis to the media audiences you have selected. Distribution by wire service – a proprietary link from service to news room -- has an associated cost, but your message is delivered to the targeted consumer and/or trade media.

As important, wire service releases are posting on many leading online news aggregators, such as Yahoo News and Google News, and news syndicates, such as Reuters. These internet news sites can be easily accessed by bloggers, social media sites, and even journalists browsing the web. Placed on these news sites, your releases are also open to consumers and the general public, not limited to traditional media outlets.

Wire services generally offer search engine optimization (SEO) services for national releases. These services optimize the gleaning of key words by search engines and may assist in letting more people view your release. Ideally, your press release should be crafted so that key messages and positioning statements can be search engine optimized, to drive traffic to your website and reach out to bloggers, as well as to traditional media targets.

E-MAIL PITCHES. In our experience, many reporters prefer to receive story pitches and even news releases by e-mail. Unless yours is a name the specific reporter recognizes, the subject line has to be impactful and noteworthy, so that the reporter will actually read your pitch. Do not mass e-mail, as many reporters automatically disregard mass e-mails (don’t you tend to junk them, too?).

We have found that reporters at local area newspapers and broadcast media are very approachable through e-mail and will often respond if they need more information. You can generally find contact information for specific reporters online, by checking the website of the place they work.

TELEPHONE PITCHES. Sometimes, you will want to call specific reporters to pitch a story. If you are calling a reporter, make sure that you have real news. Target your reporter carefully. Nothing kills a story faster – or leaves you with less credibility – than approaching a reporter whose beat does not cover your news. Research the reporter’s deadlines and adjust your calls to the reporter’s time zone. Be concise in your pitch, be courteous and do not take it personally if the reporter cannot use your story.

WEBSITES. If a reporter is interested in your release, he or she will often go directly to your website – often for background information (including fact sheets, organizational history, key executive profiles and more). On your website, ONLINE PRESS ROOMS can offer videos, photos and other downloadable resources (such as your corporate logos and headshots of your CEO) that a reporter could use to give weight and substance to a story.

CUSTOMIZED LIST DISTRIBUTION. Today, we are fortunate in the choices offered through software solutions that enable you to customize media mailings to a select and targeted list. The services that offer software solutions include Burrelles Luce, Cision, and Vocus. Some are integrated with a major wire service (such as Vocus, with Business Wire). All offer proprietary software to assist with SEO. They do require some time to learn and manage the software for direct contact with editors, writers, bloggers and others. They all offer tools to refine news messaging.

ONLINE NEWS DISTRIBUTION SERVICES. Services, including PRWeb, are designed to distribute content directly to the internet. These services provide a range of multimedia distribution options, including photos, podcasts and videos.

At Mann & Associates, we believe that the careful choice of distribution strategies is as important as substantive content and positioning. The best solution is often a combination, or integration, of outreach efforts.

Two Fun Websites

2009-10-26T14:29:00.000-07:00

At a time when news is both global and relentless, along with the deepest stories of massive suffering it is good to take some time to read or watch lighter yet still important fare.

Two websites that are both stimulating and enjoyable are TED.com and HappyNews.com. TED, which stands for technology, education and design, showcases interesting thinkers in cost-free videos. HappyNews.com gives a variety of news that are, yes, happy and inspiring. Be careful: you might feel yourself becoming glad while reading the news.

Every Time He Says Hello

2009-10-13T14:28:00.000-07:00

by Elisa Mann

President Obama now has the stature of both a United States President and the international acclaim of a Nobel Peace Prize. Every time he says hello, great things will be expected of him.

The Nobel Prize is one of the greatest public relations tools ever created. A worldwide prize that one cannot compete for directly, but which is bestowed, which grants immediate stature, forever places its awardees in a special category of greatness. Of course, the awards are at times controversial, and can even be fairly said to have occasionally been wrongly awarded, but by and large that is quibbling. The prizes carry weight.

Expectations of global proportions were already placed on Barack Obama after he won the presidency, to the point that several media figures conjectured whether or not he was going to have too much pressure placed on him. Yet President Obama dealt graciously with having won the presidency, and got straight to work. He has dealt graciously in all respects with winning the Peace Prize as well, and will doubtless redouble his efforts.

This strong vote of confidence might have drawn a firestorm of criticism at home from those who doubt that he deserved such an honor, but that points again to the strength that the honor carries. Rather than acknowledgment of a crowning achievement, this honor is a friendly goad, even though those on the Committee have said that they gave the award for past deeds. President Obama will have to keep his values strong and up front every time he says hello.

We are hopeful that this Nobel Peace Prize is a harbinger of greater world harmony. Mr. President, we – and the world – anticipate the positive contributions you will continue to make on behalf of world peace.

Press Release Basics (for the Nonprofessional)

2009-09-11T15:52:00.000-07:00

By Elisa Akiko Mann

Why and how should you write a press release, besides the fact that for most of us in public relations, it is “part of the job”? Quite simply, a press release should ideally meet the needs of the media to which it is sent, and fulfill a strategic or informational objective for your business or client.

In terms of format, a press release must have contact information in case a reporter or editor wants more information, generally includes the date it is sent, and can be as short as a couple of lines. It should be no longer than two pages; one page is usually about right. Shorter releases are preferred by busy readers, but make sure that the basic information is included: who, what, where, when, why, and how.

Just like a newspaper article, all the most important information should be at the beginning of the press release, with niceties such as quotations about the change or event occurring later. You’ll want to ensure that key points are made, simply and effectively. Make sure that identifying information about your company is also included in each release.

Press releases are deliberately straightforward kinds of writing. Their purpose is to let others know about what might be helpful to them, as they apply to the strategic direction of the company. Not every press release will automatically get picked up; remember that it is always printed or broadcast at the discretion of the media, with each outlet making the decision about what is newsworthy, based on its own criteria.

Before sending it out, remember to check for typographical and grammatical errors, especially in such important items as contact phone numbers and/or dates.

If you need a simple format to get started, here is one that we have used, with a slight difference at the top of the page (we put "For Immediate Release" and "Date" on the left, contact information on the right, and center the title/subtitle). Variants are fine as long as you have the necessary information from the point of view of the publisher.

For Immediate Release

Date

Contact: Full Name

Phone number, email of person
to be contacted about the press release

Title
Subtitle, If Helpful

Body of the press release, most important information first.

A quotation from someone within your or your client’s company is a nice touch.

Make sure to include information about how to access, buy, learn about, or attend, the service, product, news or event. Don’t forget contact information (which may be different from the contact person for the press release itself), and double-check phone numbers and the like for accuracy.

Place a more specific blurb about your company, for reference, at the bottom of each press release.

We’ll be posting more information later, about strategies to maximize pick up by the media. If you have any questions, feel free to call (323) 256-5081. We’re happy to help.

Do You Have a Good Story?

2009-08-14T11:25:00.000-07:00

by Kimi and Elisa Mann

Public relations relies on good stories. Reporters, their own ranks shrinking as blogs and websites make inroads on traditional newspapers, continue to be inundated with hundreds of pitches per day. When all is said and done, all tactics tried and writing polished, we all know that reporters still need information that is

- relevant to them, based on their specialties
- timely
- of a magnitude that matches their audience expectations

Yet how often do we end up sending a press release that sounds good to the corporation but is not in the field or scale of what the specific reporter covers? The reporter often wants to help out but must have the basics of a meaningful story on terms that make sense to the publication’s readership.

When and How to Tell Executives “No”

We’ve all been in that difficult position: how to tell a set of executives or a client that a story they’d love to see in print will not likely pass muster in a major venue. We’ve all looked for angles that might be important if given enough information in a rewrite, or taken the information and explored other venues that might (even marginally) be appropriate. If not a candidate for a major publication, we’ve all explored whether a story could be packaged for trade media, looked at outlets specifically targeting executives, IT, the financial community, and so on.

What might be passed over by a reporter at a specific newspaper might still be appropriate and excellent copy for newsletters, whether internal or external, websites, a blog post, or inclusion in a speech. If a story is passed over by too-busy, inundated reporters, we’ve all found creative ways to highlight it to internal audiences.

And telling executives or clients "no"? It comes down to objectives and the strategic importance of the story. If there is no real sense of value (in your professional judgment) to a given readership, it is better to bite the bullet and to tactfully say so, trying at the same time to educate about what kind of story would be most likely to be given more attention by the media.

Sometimes, information becomes much more important depending on changing contexts, so at times, the best thing to do is simply send out a story, even if you are not expecting it to have a wide readership. Stories we have thought would not be printed have occasionally emerged as winners.

On This Rock....

2009-05-07T08:49:00.000-07:00

Return on Investment (ROI) is a measure of how much money one gets back for putting a certain amount in, within a specific time frame. How about a measure our returns of commitment and knowledge (ROCK)? What would that look like?

The idea is not new. Nonprofits, while they must keep a careful eye on the bottom line and keep growing it as assiduously as any firm that wishes to stay in business for the long term, are accustomed to measurements that go beyond money made. How many men, women and children were helped? Fed? Housed? Removed from danger? Educated? Given the means to start their own businesses? Participated in a new community center or park? The commitment and knowledge of their volunteers helps others live better lives.

For-profit companies also have to remember multiple bottom lines, from the one that keeps them in business financially to the social contract that allows them to be part of a community and a world that values what they do. That value is often expressed in monetary terms, but from a public relations perspective, can also be seen in respect and goodwill (how the company is viewed in general), and among its knowledgeable peers (for example, how admired its technology, customer service, ability to innovate, or constant relationship with customers without undue volatility). Those innovations show a return on commitment and knowledge.

Committed workers are able to pour what they learned back into a company. Knowledge workers, a term coined by Peter Drucker, keep raising the bar on what they can give their environments and colleagues.

Why Universal Health Care Matters

2009-04-09T21:07:00.001-07:00

Doctors Without Borders (Medecins Sans Frontieres) won a Nobel Peace Prize with a simple concept and a tricky mission: send doctors and other health care workers anywhere in the world where they could make a positive difference, even – indeed, especially – if those being helped were not able to pay for their care. Ah! Those French idealistes….

The dream of universal health care is one that has burned in many a heart. Efforts are underway to give needed care and to spread preventive measures -- from free health clinics in Haiti, Somalia and even in Los Angeles. China, Japan, Great Britain, Italy – every country has leaders who call for improved healthcare, no matter how well- or ill-provided currently. Certain situations, exacerbated often by warfare and political disruption are more dire than others. Those situations, such as in Darfur and surrounding refugee regions, are exactly the ones that call to Doctors Without Borders and other aid groups.

Yet why, with all the efforts underway around the world to help children grow up healthy, to assist people in living longer with more dignity, and to diagnose illnesses better and faster at all ages, should the Obama Administration push so hard for universal health care in the United States? The reason is not just that it is “the right thing to do,” although, surely, it is. Every man, woman and child should have a form of insurance and/or care options in sickness and in health. That is almost a tautology – what is best for people, is best for them, so let us let them have the best possible health care, and not exclude people due to age, infirmity, distance from a health center, or poverty.

Yet there remain many real questions of payments to be made, trade-offs, changes in lifestyles for those giving care and receiving care, and the role of hospitals currently versus new or other kinds of care. It is sobering to reflect that the largest cause of bankruptcy in the United States is the cost of medical care. What is supposed to be keeping us well, is sending too many people into financial ruin.

So why insure, or why give care? What is at issue is the content of the character of our nation, and this is a CHOICE that we ongoingly make. We will “love our neighbor,” or we will not. We can choose – even as we know that we ourselves will need help at some point or other, no matter our backgrounds – to be good Samaritans who look out for one another, and be there for one another. It may take sacrifice, but so does the patchwork of systems we have now, where some people routinely go above and beyond to give more care. Let’s fill in the gaps, in some way that can be shown by outcomes of health to be better.

A new system will be built on old systems, hopefully better integrated and more “seamless,” able to cover all individuals when health care is needed. Early warning systems will be in place for pandemics, for early loss of hearing or eyesight, and for the thousand other problems that can be addressed or ameliorated through preventive care. Regulation may still be rife, but ideally will be honestly helpful in establishing and keeping high standards of care. Hilary and Bill Clinton took sharp political risks to try to change the health care system, and they were not the first to face entrenched, political interests. Now Barack Obama and his first lady Michelle have their chance for a lasting legacy: Health care for all. No one doubts they have the will. May they, for the sake of all of us, succeed.

Notoriety or Fame? Public Relations in the Spotlight

2009-03-08T10:01:00.000-07:00

Rachel Maddow had a thing or two to say about embattled insurance giant AIG and its decision to hire respected public relations firm Kekst & Company. She spent even more time talking about the firm of Burson-Marsteller, another firm previously hired by AIG, which she characterized as “the PR firm from Hell.” The key catchphrase? “When evil needs PR, it calls Burson-Marsteller”:

http://www.msnbc.msn.com/id/26315908/#29539730
(The clip is preceded by an advertisement.)

A colleague pointed out that Ms. Maddow’s diatribe shows many misunderstandings about the field of public relations. When Ms. Maddow implies that agencies should not be hired if a firm already employs public relations staff, that shows a lack of understanding. A firm may have in-house staff, and that staff may do excellent work, yet there are times when it is appropriate and wise to bring in outside specialists.

On a deeper level, Rachel Maddow is right, even if her tactic is sensationalistic. Public relations can never and should never wipe away the fact that things have gone wrong and that people have been hurt. In fact, it has to acknowledge that there is a depth of pain that has been or is being experienced.

However, public relations has a legitimate role in ensuring that correct information is supplied to those who need to or want to know it, on a consistent basis and in an intelligent way. Public relations is a communication function. It is also a strategic function, but the strategies should be based on facts, and on building trust. Public or any stakeholder trust has to be earned.

If actions have threatened or destroyed that trust, there is no easy fix, and words or images alone cannot change that -- nor can, on their own, relationships, strategic visions, donations, or advertising campaigns. What can start to rebuild trust is operational changes that address the issues involved. Also, management decisions need alignment with what is considered good, not just in business terms, but within the norms of society as a whole.

Ideally, PR firms would not be in the spotlight. Good decisions by the company involved, would. Public relations has a consultative role, and exists at its best to help ensure that the right messages are conveyed to the right audiences. Those messages should not just put up a pleasant image, but address real concerns and go to the heart of issues.

The best practice was shown by Tylenol's response to a medication tampering scandal. Tylenol itself was not to blame for the deliberate poisoning of its product, but it did not take a "Don't blame us!" approach. Instead, it demonstrated, directly, in each interaction with a spokesperson or the CEO:

1. Care for the consumer. Tylenol made clear that it would find out what had happened, and fix it.
2. Only stating what it knew. Tylenol respectfully let the media know that it was tracing and analyzing through its manufacturing and delivery process, and kept people up-to-date on what was happening. However, it did not release any information it did not yet actually know, and the media and listeners/viewers were understanding of the process.
3. When the tampering was understood, Tylenol willingly made changes designed to prevent future tampering. It was clearly at the forefront of the process regarding whatever would help -- not just in public opinion, but in fact.
4. No whining. No unfair blaming.
5. Company leaders, especially the CEO, were seen taking responsibility for what they could offer in terms of knowledge and also in terms of correct decisions. They were accountable for simply making things better.

Good public relations is not just in the hands of public relations professionals. It begins with each interaction between a company and its many publics.

As for AIG, it is going through a painful change in a time that is not conducive to getting back easily on its feet. Retrainings, restructurings, operational fixes for more accountability and decisions in line with what is true instead of what has seemed to work before, don't make for lively televised clips. That great management buzzword, "uncertainty," is being lived. Who could blame any organization for reaching out to what it perceives to be those able to help, in a time of crisis? Let's hope we hear some boring things on the news about insurance transactions that were well structured, well explained, met people's needs and were affordable. That would, come to think of it, be sensational.

Public Relations and Operations

2009-01-27T11:47:00.000-08:00

The link between public relations and operations is crucial: at its best, public relations is simply part of strong operations in action.

Operations, from how trash cans are cleaned to how machinery is fixed, from how computers are replaced or upgraded to the way front office people greet those who walk in, from how invoices are processed to how customers are welcomed and treated, are the lifeblood of a company. As public relations consultants, our focus tends to be on the grand strategic moves, the personalities at the top, the latest numbers, and the newest innovations. All of these are important, and deserve attention.

The steady strumming in the background, however, is telling with regard to how an organization is truly functioning. Does luggage end up in the right city? Are children kept safe on the playground? Is hiring fair? Are services delivered with a smile, efficiently and effectively?

The day-to-day way that people do their jobs, including interacting with the public and taking care of what needs to be done behind the scenes, adds up to a sum greater than its parts. That sum is called many things, from "meeting or exceeding expectations" to "customer satisfaction" to "impressive safety record." Operations matter to public perception because each small action is experienced as part of personal or public reality.

Every crisis that does not happen is the result of good people doing their jobs well. When a crisis does occur, whether an Act of God or a series of missteps, words from the public relations department can keep people informed, can help to allay anxieties, and can let people inside and outside the organization know what the next steps will be. However, those next steps have to match the underlying reality of people making the necessary decisions and changes to get the organization back on track. Empty words are not only remembered, they are taken as a breach of trust. Operational staff and their management(s) are crucial to making the necessary changes to bring about greater safety or effectiveness.

Public relations staff owe other operational staff and their management(s) every respect, because they create the conditions that PR people can share with others. Top leadership’s strategic planning goes to the core of the ideal, future direction of a company, and it takes everyone to get there. These days, and even in the best of times when individual businesses still have their own downturns, people are continuously asked to do more with less. Their companies and their own futures are at stake. Yet they are still expected to show up each day and give their all.

There are stories to be told of the crises that never happened, in the steady thrum of business as usual.

Values in Action

2009-01-20T19:23:00.000-08:00

Cheering, vigilance and hope characterized the inauguration of President Barack Obama. With a measured speech that was by turns cautionary and inspiring, the new president reassured the American people and the world that he perceived that the United States would regain trust, prosperity, and leadership. He invoked the values of hard work, philanthropy and perseverence, and referred to the Founding Fathers as well as to the home village of his own father. He noted the progress that had been made, quite aware of himself as a symbol of hope, and proclaimed also that changes would be evident in his administration. He stated that safety and ideals would go together, and that progress would be marked by what was built, not by what was destroyed.

The inauguration of President Barack Obama was a visual reminder of the peaceful passing of power from one pair of hands to another. It was a reminder that words can be a form of action, when they communicate direction and establish frameworks for the ideals of the appropriate and the sense of common good. The formal transference of authority was accompanied by music, poetry and fanfare, as well as careful security. Millions, if not more, watched around the world.

The future will show which words become values in action. President Barack Obama put himself intentionally, calmly and deliberately into the spotlight, and asked the American people again and again to choose his vision, his acumen, his sense of what is right. The audacity of standing up for his nation, for his knowledge of the interconnectedness of the world and its ability to change for the better, must bring hope. President Obama asked individuals and nations to work together for the best that can be. He mentioned the necessary restraint of power, at the moment he assumed it.

Those of us in the fields of public relations and marketing, no less than those in any other field, recognize the stance of a calm leader. We can hear the call to temperance, moderation, and justice -- to rebuilding, and to new vision. There is work to do, putting values into action. What memories can we leave to the next generations?

Happy Thanksgiving to You

2008-11-26T20:33:00.000-08:00

At the heart of this American holiday is a vital truth -- we are grateful on this most domestic of celebrations for family, our friends and the ability to share. In this time of economic uncertainty, we have never needed more the anchor of the familiar, the tradition of home centered warmth and fellowship. The luxury of time to think about what matters is a blessing in itself.

I am personally thankful for the mingled aromas of good food, and the touchstone of family and friends gathered around the table to discuss the important (elections, the economy) and the lighthearted (did you see who won "Dances With the Stars"?). Thanksgiving is the time to realize what we have already been lucky to enjoy, now and in years past, and to recommit ourselves to appreciating our blessings.

To those who have lost jobs, lost homes, and fear for the future, you are in our prayers and our hearts. We will work towards creating a better world, in all its manifestations.

Thanks to everyone who is out on a cold day, spreading cheer; holding a firehose when others are enjoying turkey; teaching someone young or old to read; protecting an area that is otherwise wracked by crime and violence; and cooking, for the 80th year, that special dish.

Return on Investment (ROI) in Healthcare Marketing

2008-08-27T08:31:00.000-07:00

By Kimi and Elisa Mann

ROI is important for any business, but it is especially difficult to measure in healthcare. It may not always be the most appropriate metric for deciding whether an initiative was a success.

ROI can be measured many ways. At the core of ROI is the idea that money flows through the organization, to its benefit. One of the most common equations to measure ROI takes Net Revenue, minuses Marketing Expense, divides that total by the same Marketing Expense, and multiplies the result by 100. This equation returns a percentage, which is easy to discuss and compare to similar initiatives.

Other measures of ROI are possible, such as dividing the Return (of revenues) to Expense, to get a ratio of return.

However, David Marlowe, principal of Strategic Marketing Concepts in Ellicott City, Maryland contends that at times, completely different metrics are important. He includes the following: market share gains, volumes, gains in awareness and preference by consumers, image/reputation, contracts, referrals, and participation in events.

Counterintuitively, David argues that just because an event has a good, even a great, ROI, does not necessarily mean that it is important to repeat it. Most of the time, high ROI is a positive sign to keep going, but incremental gains become more difficult, and judgment must be used to see if the effort is likely to keep returning results.

Initiatives that are best to measure, according to Marlowe, are services that have a high degree of participation from consumers, and/or services that people can choose. They are finite, and therefore measurable. The decision to measure ROI must be made before the initiative is designed, so that results may be captured through the process. The services to be measured must have an undeniable ability to produce revenues, financial results for the organization. ROI is easiest to measure if its methodologies are agreed up front and assiduously tracked.

Campaigns that produce positive metrics may also enhance reputation, in the long run improve rates of people using services, and even boost employee morale, benefitting the organization in intangible ways.

Is there a downside to ROI? Trying to measure initiatives that do not have a clear revenue return is doomed to frustration. Likewise, insisting that every initiative have a return on investment may at times miss the point for events designed to give a sense of social continuity, pure information, or altruism.

David Marlowe, who has written "A Marketer's Guide to Measuring ROI: Tools to Track the Returns from Healthcare Marketing Efforts" may be contacted at dmarlow1@ix.netcom.com.

Pro Bono Work

2008-08-02T18:28:00.000-07:00

by Elisa Akiko Mann

What is your firm's policy on pro bono work?

Why do work for free?

Is there a limit to how much pro bono work you should do?

Are there guidelines for choosing when to volunteer your time?

At Mann & Associates, we do pro bono work on an ad hoc basis, when we feel it is important. We also contribute regularly to causes we care about, mostly in our local community. As people who make our livings based on communication and the written word, we support our local library. As people who feel, like most others, that everyone deserves the best that life has to offer, we give to a women and children's shelter in our greater city area. Our donations are modest, but they are heartfelt. We wish we could give more.

In terms of actual public relations work done, we have volunteered to write press releases and sent them out strategically on behalf of some organizations, absorbing the cost of the distribution. Always, they are on behalf of organizations we know well and feel ethically comfortable about representing. We want them to do well. However, there is a limit to how much our agency can give, so we carefully focus our time and our energy on a few causes that we can realistically help in a tangible way, through our services. We also offer advice to others who are just starting in the public relations field, especially volunteers who are not themselves lifetime professionals. Such mentoring helps us to hone our own skills, and distill what is most important.

We are a small firm, and well aware that large agencies are able to give on a greater scale, using their time, resources and expertise. We appreciate what they contribute to communities, often in wonderfully imaginative ways. Our goal is to continue to do good work, and to contribute to our local community, by using our knowledge and specialized skills.

Some firms have sessions devoted to strategically choosing causes that have a synergy with the reputation and the reach of the firm. They look to ally themselves with coalitions or causes that move them forward with respect to a target audience, as well as accomplish social good. This strategic approach makes a lot of sense, but as a small agency we are happy -- and perhaps constrained -- to go with our heart, as well as listening to our heads. Sometimes it just feels good to give. Nothing more complicated than that.

My sense is that at the end of the day, whether strictly calculated or internally generated, sharing services, ideas, space, time, funding or hardwon expertise, is intrinsically rewarding. It feels right to do one's part to make the world a better place, through old fashioned hard work, and through giving.

Public Relations and Ethics

2008-07-17T20:02:00.000-07:00

By Kimi Mann and Elisa Mann

For most people, adherence to ethical rules is a matter of common sense. They take the actions that allow them to face themselves when they look in the mirror in the morning.

In the past few years, the public relations profession has come under a cloud of opprobrium, especially for acts committed by a few, prominent members. This has cast a cloud upon our profession. As public relations professionals, our code of ethics calls for strongly upholding ethical behaviors.

Public relations professionals represent their clients. They have an obligation to represent them in the most professional ways – in ways that consider not just short-term gain, but long-term gains and losses. A reputation, once lost, is hard to regain.

Granted, some truths are complex and hard to communicate. If the underlying goal is the building of long-term trust (and reputations are built on the perceived integrity of individuals and organizations), truth and ethical behavior are central, no matter how hard or unpalatable they are to convey. Yes, public relations professionals seek to present their clients in the best light, but adherence to ethical principles and the truth is always needful, with both client and agency ideally adhering to the highest standards of behavior.

Public relations is good for business in a simple, strategic way: it highlights what the business is doing right and it notes when the business needs to improve, in a way that should resonate with audiences because it adheres to the truth. Truth builds trust, even when it is not good news all the time.

When hiring a public relations counselor, hire a professional with demonstrated integrity. Find a firm or individual who is tactful, thoughtful, and able to stand up for what is right in a given situation, for that is the power of intelligent communication. It not only sends out a message, it builds trust with its audiences and it accepts feedback for greater understanding. In the long run, strong ethical behaviors will keep building upon a sturdy foundation of reciprocated trust.

Public Relations Society of America, PRSA, has a code of ethics that it expects its members to follow. Details may be found at www.prsa.org, in the About Us section, under Ethics.

Mann & Associates endorses strong ethics in communication, in business and in life. Audiences and stakeholders deserve the clear, thoughtful, true sharing of ideas, in a timely way, within an audience-sensitive context. Trust demands truth, intelligently shared.

Welcome

2008-07-14T17:03:00.000-07:00

Welcome to the Mann and Associates PR and Marketing Blog. Over time, Kimi Mann, MA, APR, Elisa Mann, MA, MBA and invited experts will share their insights and comments about the importance of public relations and marketing communications. We invite you to respond with your perceptions and comments. We know that shared communications -- communications with integrity, clarity and cogency -- are critical to public relations and to daily life.

Thank you for stopping by our blog. We wish you the best in all your communications.

Kimi Mann, MA, APR
Elisa Mann, MA, MBA