Ethics is good business

In a perfect world, everyone would like to be ethical. The majority of people don’t set out to do bad things, and we would all like to be thought of as good people.

Somewhere in business, however, things get complicated.

There are numerous ways for a company to be ethical that vary from sector to sector and country to country. Legitimate “Green” initiatives, sustainability, community outreach and charity are just a few ways that a company can be socially responsible within their communities and industries. Those individuals passionate about corporate social responsibility or CSR will have great intentions and gusto to make the world a better place.

However, a problem these passionate individuals often face is in demonstrating the value of CSR initiatives to superiors focused on the bottom line. CSR initiatives are expensive to implement and sustain, and if the value cannot be easily shown, many companies will scrap these good intentions under the guise of good returns.

So how to demonstrate the value? A little PR lesson helps.

The companies with exceptional CSR practices tend to be some of the most successful companies in the world. In 2010 Maclean’s magazine listed their top 50 socially responsible corporations. Names like Adidas, BMO, CIBC, Enbridge, McDonald’s, Telus and Volkswagen jump out, but most readers will recognize every single name on the list.

The key correlation here: CSR = Powerful brand.

When CSR practices are integrated with public relations effort, what a company has gained is positive brand image. While it is important that a company does good things, it is equally important that the company’s public relations function communicates these good deeds to the general public. To make the money spent on CSR worth it, it is necessary to be seen doing good things, not just to do them.

In the end, CSR is a win-win situation. The company gets good publicity and is seen as a good corporate citizen, and the public benefits from the initiatives designed to help their communities. In the end, being socially responsible is being financially responsible.

Kathryn Kates Public Relations loves to make the world a better place, one company at a time. We would love to help you be the best company you can be! We encourage you to visit us on Facebook, or to check out our website.

PR News You Can Use

1. Social Media Public Relations is so much more than a virtual meet and greet!

2. If your website doesn't speak to you, or to anyone else....your PR professional can rewrite it and GET YOU NOTICED!

3. Pitching in PR means no flyballs...just the occasional flyer!

4. Even the best ideas can die if not heard... Public Relations helps you breathe life into your business or career plan by getting your key messages out!

5. Always promote outside the box because inside is just too crowded!

6. Public Relations is not black and white, but comes in many trendy shades of grey...and all the colors of the rainbow too!

7. Promotion allows for some boasting that you can get away with!

8. Public relations campaigns allow you the power of getting your message out directly, precisely and immediately...now how good is that?

9. Vision in PR is as important as seeing the "E" on the eye chart! Good PR can help you find the "Z" too!

10. A "PRESS RELEASE" doesn't mean overall "FREEDOM FOR ALL MEDIA"!

Inside Job: The Key to Internal Communications

You’ve heard it before, “you’re only as strong as your weakest link.” Sounds cliché, but based on multiple studies and various fields of research, this saying can ring true. Your business - no matter how small or large - is made by its employees. Trust us when we say, a little internal communications goes a long way.

The Smile Factor

According to an article by Shawn Achor, we reach our highest levels of intelligence and brain functioning while we are content. Apply this to your employees. A happier employee equals a more productive, intelligent and focussed employee. This can affect business results more than you think.

Service-Profit Chain

To prove the importance of employee engagement, let’s look at the Service-Profit Chain. This theory directly links employee satisfaction to profits. After all, satisfied employees are more likely to engage in positive behaviour. This results in increased productivity, decreased absenteeism and lesser turnover. Of course, these actions drive positive results such as innovation and customer loyalty. What does this mean to you? Revenue.

Driving Satisfaction

So we’ve proved to you the significance of employee satisfaction. Now, let’s look at how to achieve it. Communication between upper management and lower-level employees is essential. More importantly, however, is communicating the right way. Remember to use the following:

1. Simple language – Jargon interferes with the message you are trying to convey.

2. Stories and metaphors – Make people want to hear what you are saying.

3. Repetition – Repeat to engage memory.

4. Transparency – Honesty and openness build trust.

Finally, understand that behaviour is communication itself. Align what you say with what you do. Don’t be afraid to go out of your way to communicate your message. Tell your employees you appreciate them; then throw a party. This enhances your credibility and drives your message home.

Bring in the PR

To develop an employee relations plan to achieve your business goals, bring in an external PR firm. Outsourcing this work will provide you with an outside view of employee engagement and corporate culture. Expect your PR partners to develop a communications plan complete with realistic tactics and workforce satisfaction measures.

Kathryn Kates can help you to develop a stellar internal communications plan. We invite you to check out our website, or join the Kathryn Kates Public Relations Facebook Fan Page. We would love to hear from you.

Breaking Out the Ruler: A Guide to Measuring PR Efforts

Key Messages. Strategies. Tactics. These are the first things that pop into our minds when generating a communications plan. We get so caught up in the creative ideas and unique twists that we forget to ask, “What did we achieve?” We would say the most critical part of a PR campaign is measurement. Here’s why:

Thinking Like the Boss

As communications people, we sometimes forget that PR is a strategic function. Our methods need to align with the overall business plan. Often, companies break themselves into silos, each focussing solely on its own efforts and forgetting the need to communicate cross-functionally. In actuality, these so-called silos should be working together. The CEO wants to know how each function of the firm affected one thing: sales. Can you bring results to the boss? Time to start measuring.

Counting Pebbles

Let’s take a look at what to measure. The classic rules of PR state that we should look at AVE and MRP. How many stories? How many mentions? How many readers? But what does this really mean? On their own, these methods are like “counting pebbles in the driveway” as some forward-thinking individuals would say. Don’t get us wrong, measuring output is an essential step in getting real results. After this step, however, it is crucial to determine the outcomes.

Defining Outcomes

So your campaign generated 185 media stories, 34 reprints and was “seen” by 150,000 glaring eyeballs. Sounds like a success, right? Not to the boss. Take a look at what you should be measuring as a strategic PR advisor:

• Impact on sales
• Traffic to an event
• Change in awareness, attitudes and understanding
• Employee engagement
• Shift in investment behaviours

Each of these items is visible to the CEO, and means something to the business beyond simple media mentions.

Kathryn Kates Public Relations can produce tangible results for your business. We invite you to check out our website, or join the Kathryn Kates Public Relations Facebook Fan Page. We would love to hear from you.

Communication isn’t a One-Way Street

In many organizations public relations and communications are used as interchangeable terms. The role of PR is to communicate on behalf of an organization with the various publics who have a stake in your organization. As we discussed earlier this week, the best way to create meaningful messages for these publics is to tailor the message to their interests. The reason we do this as communicators is as a means of engaging with our publics.

And then…

Once the message is conveyed, however, a communicator’s work is not finished. In order to continue engagement with the general public, a communicator must enter a dialogue with stakeholders, discussing issues and truly understanding one’s consumers. This idea isn’t new to public relations, and is demonstrated in a study by Jim Grunig from 1992. Grunig’s two-way symmetrical model states that effective PR is a two-way dialogue, with information being exchanged between communicator and public in both directions. This is often how public relations differentiates itself from advertising, which is decidedly one-way. The key difference is feedback.

Back Talk

The proliferation of Social Media has made feedback commonplace in the 21^st century. Individuals interact with each other online via chat rooms, “walls,” or blog comments. Even newspapers, the quintessential one-way medium, have adopted feedback mechanisms online. This adoption of “back talk” is an acceptance of the value in Grunig’s two-way model.

Public Relations is Relationships with the Public

Without feedback, public relations really isn’t relatable. PR isn’t selling, but at its purest is relationship building. Anyone who has built a successful relationship recognizes the importance of two-way communication, even if they don’t know a fancy name for it.

Why it’s important

It is important to realize that getting your message out there is only half the battle. To maintain that message, a good communicator will enter a discussion with the public. The best way to know what a public wants or needs is to get to know them.

Kathryn Kates Public Relations loves talking to people, especially new people! We would love to hear from you and talk with your publics. We encourage you to visit us on Facebook, or to check out our website.

Meaningful Message, Personalized PR

In their study “Capitalizing on Effective Communications,” Watson Wyatt examines what it means for an organization to communicate effectively by studying both effective and ineffective firms. The amount of information they dispense is immense, but one conclusion in particular is important for the public relations profession. Of the firms Wyatt studied, the most effective communicators tailored their messaging directly to the individual groups they aimed to engage

Individuality

A concept sometimes taken for granted by poor communicators is individuality. Every individual has unique feelings, opinions, beliefs and thoughts. No one person is alike. Because of this, the way that two people interpret the same message can be drastically different. The idea of individuality is not new, and yet poor communicators continue to make the same mistake of sending out one message and hoping it fits every group.

Tailoring

While it is impossible for communicators to tailor a message for every person they approach, segmenting goes a long way. Market research and trends allow the active communicator to group individuals based on any number of factors (age, gender, interests, shoe size, anything!) The strategic communicator will specific target groups as part of the communication planning, and will set to work.

The Result

The resulting messaging, when done correctly, will speak to the interest or opinion that were used to group the individual. Starting from the consistent core message, an organization can tweak certain parts and emphasize certain others to capture interest among stakeholders. Most importantly, a directed message has a greater chance of capturing interest than basic overarching messaging.

Tailoring messages is an important part of communication planning, and communicators ignore this step at their own peril.

Kathryn Kates Public Relations is a boutique firm with years of experience in tailor-made public relations. We invite you to check out our website, or join the Kathryn Kates Public Relations Facebook Fan Page. We would love to hear from you.

PR and the Overworked Journalist

We know you are busy. If you are successful, we know you work hard. If you are trying to be successful, we know you work even harder. The importance of hard work is a constant motif in any success story, and we know that sometimes you really want to be recognized for all that effort.

As we have already discussed, public relations is your vehicle to gaining the publicity you crave. With an intimate knowledge of what is newsworthy, a PR professional will follow the channels necessary to put you on the map. While this is standard knowledge, what sometimes gets lost in all this is PR’s integral role in connecting your company with the media.

You may be busy, but it is likely that journalists are busier. Newsrooms are shrinking and news coverage is growing, meaning these are some overworked/caffeinated journalists you must rely on to get your story across. So while it is important that your story be newsworthy, it has become increasingly important that you make the journalist’s life easier. To do this, there are some rules that must be followed:

· Know his/her interests: Nothing makes a journalist angrier than being contacted about a story that isn’t in his/her field or sector. Take the time to research journalists who deal with your sector and topic.

· Have a detailed (but not too detailed pitch): Don’t make the journalist work to understand why your piece is newsworthy, have a brief pitch that sets it out for them quick and efficiently.

· Give them what they need: In the event that a journalist is interested in your story, make sure you have everything they need. Have media alerts, press releases and hi-resolution images at your disposal for when your story gets a bite

· Be courteous and kind: It may seem basic, but treat journalists with respect. They are hard workers just like you, and simple acts of kindness could just make their day.

You are busy, and journalists are busy. The best way for you to liaison has always been and will always be through public relations. PR gets busy helping you both along, and is integral in building beneficial links between your two worlds.

Kathryn Kates Public Relations is a boutique firm with years of experience dealing with journalists. We invite you to check out our website, or join the Kathryn Kates Public Relations Facebook Fan Page. We would love to hear from you.