Last week, I spoke at the Media and Communications (MAC) Days for Palomar College, CSU San Marcos and MiraCosta College. Along with Matthew T. Hall, U-T San Diego; Chris Nichols, North County Times; and “Rick I. The LinkedIn Guy,” I sat on the panel: “How can journalists and PR professionals use social media?”

I also had the opportunity to listen in on the broadcast journalism and magazine writing panels, with speakers from KPBS, 10News, CBS 8, the San Diego Reader and San Diego Magazine. The speakers were refreshingly candid compared to other professional events I’ve attended (I think the college kids loosened everybody up).

Here are a few things of note:

• Short Attention Spans – Everyone kept referring to the public’s shrinking attention spans and the need for interesting bite-size info. – so keep it brief and brilliant!

• “Or rather …” – CBS 8’s Barbara-Lee Edwards’ tip for if you make a mistake on-camera. Quickly correct yourself by starting out with this phrase.

• Reaching the Lazy Reader – San Diego Magazine’s Erin Meanley discussed how when most people read magazines, they are “being lazy,” so shorter writing just “looks better.”

• The iPad Effect – Meanley referenced the five year olds that are on iPads today (or my two-year-old niece!) and predicts that they will not be reading magazines when they grow up.

• “It’s Not What You Know, But …” – “Rick I. the LinkedIn Guy” made the smart comment that it’s not just about “who you know” any more, but “who knows about you.”

• How Many Unique Visits Do You Have? – The U-T’s Matthew T. Hall explained that unique online visits matter to reporters, especially with U-T bosses expecting a 30 percent (!) increase in unique online visits (per IP address) over the next year.

Check out more of the conversation at www.twitter.com/PCMediaDays.

CORRECTION May 2, 2012, 4:51 p.m. : The last bullet originally referred to “page views,” but U-T reporters have confirmed it is “unique visits” that are being calculated.

Blah, blah, blah*, or rather…Blog, blog, blog
My Top Ten Takeaways from BlogWorld 2011

On November 3 and 4, I attended BlogWorld in Los Angeles. BlogWorld is a new media and social media convention, the only industry-wide conference dedicated to blogging, social media, SEO, etc.

One of the most important things I learned was: WE DON’T KNOW YET. That is the answer in response to clients, other marketers, colleagues and friends who ask: what works, what doesn’t, what should I be doing, what shouldn’t I be doing, to build my business, my brand, my bank account? As blogger, author and speaker Amber Naslund said in her keynote: There is no rule book, no case study, no proof yet to what really works. It’s too new. We just have to keep trying, failing and ultimately, succeeding.

Also, is there really such a thing as a social media expert when we still just don’t know? Should we be leery of persons jumping on the band wagon calling themselves so-called experts of this still-developing media platform? Instead – we are separated into the social media savvy – those that will likely become experts once we figure out this whole new market and social media neophytes – those that don’t get it yet, but know enough to hire someone that does.

Here, I share a few helpful tidbits, tips and just plain reminders about new and social media. Sources are cited for the most part; some were just observances made after hearing multiple speakers:

1. Linkbait (my favorite 2011 social media word; definition: content that will hook people into linking to your content and, hence, my first item) includes top ten lists, infographics, quizzes, event coverage, checklists, cartoons and tools (via Jennifer Miner)

2. When working on blogger campaigns, switch your mindset/strategy from “leveraging” influencers to “creating” advocates. Build blogger outreach organically (personally) and encourage them to be open and honest about whatever their relationship is with the brand. (via Shani Higgins)

3. “When did we fall out of love with doing the tactical work? We’re not all strategists. We still need builders.” (via Amber Naslund with a nod to @bgindra’s Tweet)

4. Google doesn’t index anything on Facebook, but Google+ content is indexed right away. (via Chris Brogan)

5. Don’t keyword stuff, e.g. use too many key words in your content (Yeah, we know, but reminders are always good.) (via Peter Shankman)

6. If your blog posts are video-based, tag that video. SEO picks those words up too! (via Jennifer Miner)

7. Bloggers say that only 25 percent of brand marketers (and this can include outside agencies or internal staff) are knowledgeable about their blog. Most are just trying to push their brand information out without reviewing the blog’s structure and content (via Shani Higgins)

8. According to Technorati’s 2011 report, blog traffic is driven first by Facebook, followed very closely by Twitter. (via Shani Higgins)

9. I don’t think we should under estimate Google+, if we are to believe the many social media experts who converged on BlogWorld; lots of buzz for it

10. Dear Brands/Marketers: You’ve only got more fragmentation of social media tools to look forward to. Have fun! Or hire a PR agency to help with your social media strategy:)

*In honor of our 5W’s Blog “Blah, Blah, Blah” section

JWC Sweeps The Bernays Awards

We’re thrilled to announce that we’ve won four Edward L. Bernays Mark of Excellence Awards from the Public Relations Society of America (PRSA), San Diego/Imperial Counties Chapter. 

PRSA’s annual awards program recognizes the industry’s best tactics, campaigns and professionals in categories including media relations, community relations, crisis communications and special events.

The JWC team received two Bronze Bernays Awards Mark of Excellence (the highest honor you can receive) in the “Creative Tactics” and “Digital Press Kits” categories; a Silver Bernays Award Mark of Merit for “Events & Observances More Than Seven Days”; and a Bronze Bernays Award Mark of Merit for “Press Kits.”

Projects included:

Bronze Mark of Excellence for “Creative Tactics”:Proper Gastropub Harry Potter Promotion

Tying into the release of the latest Harry Potter movie with development of a “Butterbeer” promotion and a Harry Potter trivia social media campaign. The restaurant experienced a 30 percent spike in sales and gained a large number of engaged social media fans and followers.

Bronze Mark of Excellence for “Online/Digital/Media Kits”: California Athletic Trainers’ Association

To help define the role of an athletic trainer to legislators and raise awareness about the safety issues that exist without state regulation of their profession, JWC created a digital press kit with fact sheets and a video PSA urging legislators to approve a proposed athletic training bill. The information and education delivered resulted in the bill’s 100 percent affirmative vote.

Silver Mark of Merit for “Events & Observances More Than Seven Days”: U.S. Parachute Association National Skydiving Championships 2010

For the U.S. Parachute Association (USPA) National Skydiving Championships, JWC used extensive research, pitching and coordination to target localized media to promote winners around the country. Trackable coverage included features in 85 regional print, broadcast and online outlets from coast-to-coast.

Bronze Mark of Excellence for “Press Kits/Media Kits”: Home Again Project 25 Press Kit (United Way of San Diego County)

To explain chronic homelessness and the progress of “Project 25, Home Again’s Frequent User Initiative” JWC developed a press kit  to promote the importance of permanent supportive housing. Materials included milestone press releases, statistics and fact sheets. JWC exceeded its local media goals, achieving  ..over 20 broadcast and more than 20 print stories.

The U.S. Parachute Association National Skydiving Championships of Canopy Piloting have begun at Skydive Spaceland, just outside of Houston. Check out this fantastic video: http://vimeo.com/29077012

USPA is our client and a non-profit association dedicated to the promotion of safe skydiving nationwide, establishing strict safety standards, training policies and programs at more than 200 USPA-affiliated skydiving schools and centers throughout the United States. Each year, USPA’s 33,000-plus members and hundreds of thousands of first-time jump students make approximately 3 million jumps in the U.S. USPA represents skydivers before all levels of government, the public and the aviation industry and sanctions national skydiving competitions and records. 

For more information on making a first jump or to find a skydiving center near you, visit http://www.uspa.org or call 800-371-USPA.

Sometimes, as PR agency professionals, we get so preoccupied with coming up with the most brilliant tweet ever or how to setup a GPS-integrated iPhone app or what special to offer on Yelp that we forget the most basic social media rules.

Here are five to abide by – at all times:

1) Do not have dormant accounts or multiple accounts for the same company/brand

If you’re not using an account, delete it. If you have more than one account for the exact same company/brand, delete the one that is no longer being used/has less user engagement. (Make sure to alert your followers/fans/“likers” to participate in the account of your choice.)

Even though you’ve forgotten about it, an unmanned account will continue to show up on searches, and people may think that you have neglected your social media.

2) Do include the full name of your business in the description/name of the page (SEO!)

How am I to know who you are or find you if the business name is not provided? Too often I know a page exists, but when I search for it a given social media website, nothing comes up.

If you really want to title your Twitter Account after your tagline, mascot, etc., that’s fine, but make sure the corresponding name and description lists the full name of the business. Note: No abbreviations when it comes to company name – people won’t know what abbreviation you are using when they are searching for you.

3) Do use all the space provided for bio/description of the company (SEO Part II!)

Often, I see a one sentence description on social media profiles for a company. If they give you 250 words or 150 characters, use them. Yes, brevity is key in social media, but so is SEO. Consider it a newspaper lead, so don’t forget your 5Ws and an H.

4) Do include a photo/avatar that easily represents your company (wallpaper, too)

Put up a picture, logo, something. Putting up nothing looks like you don’t care. And once I see this image linked to all your comments/content, I should instantly know who you are.

5)      Do not use excessive punctuation/capitalization or LACK THEREOF!!!!!!

This —- Is just ANNOYING!!!!!! ……. DON’T YOU THINK?!?!?!?!?

And please, I don’t expect your grammar/punctuation, etc. to be perfect (100 percent of the time, but certainly 90 percent of the time), but re-read what you write. Basic spelling mistakes and nonsensical sentences are inexcusable – especially for professional business profiles.

What did I miss?

Time-Honored Agency/Client Partnership Techniques to Get the Most from Your PR Agency

Provide for Us
We don’t know your business (yet). You know your business. Provide us with your company’s vital statistics: key personnel, projects, philosophy, priorities, goals, competition, history and sales strategy. Tell us what makes you unique and special.

Don’t Stint
Tell us everything. Regularly update us on company news and information. Tell us about even mildly interesting events or activities. While you may not see its newsworthiness, we might find, know of, or develop an opportunity to use it on your behalf.

Partner with Us
Make yourself available for media interviews, meetings and informational and networking events. We’ll coordinate, consult, coach. We’ll plot, plan and pitch, but in the end, we’d like you to bask in the limelight yourself. Do, and you’ll get better results for the effort.

Alert Us
Inform us if the media contacts you. The call may result from our efforts, but they might call you direct, as well. In either case, your agency will help provide the right information, visuals, and/or insights to help you prepare your position or statements.

Appoint a Liaison
We know you’re busy, but, we can’t work in a vacuum. Assign a key employee to be our day-to-day contact. That way, we can spend more time on strategy and execution and less on chasing information. Expect to invest approximately 10 percent of company time in PR, because your responsiveness to us is vital. We use hard facts along with strategic ideas and angles to “sell” you, but you must always be in on the action.

Agree to Media Training
What you say and how you say it to the media and/or public takes skill and experience.

Give Us Time
Unless you’re dealing with breaking news, PR agencies generally need a few weeks (or months, for promotions or events) to develop effective PR strategies, media interest and results.

Too Many Cooks ……
Develop an efficient “approval” process, and give our liaison the power to approve simple issues. And please, no more than two or three of you on more complex issues.

Make Us Accountable
PR is not an exact science. In the event plans don’t produce the expected results, insist on knowing why. Agencies are often at the mercy of dwindling newsrooms, sloppy reporters, breaking news, a social media storm. Plans occasionally go awry. Understanding why a plan doesn’t work helps in redesigning it for success or taking an altogether different approach.

Respect Our Industry
Please don’t ask your agency to stretch or evade the truth. Don’t ask us to stonewall. Don’t scream when a story didn’t turn out exactly as it should have if YOU wrote it, that’s the value and the challenge behind PR. For the most part, we are depending on third-party testimonials to build your brand or tell your story. If you want direct promotion, buy an ad. Also, we won’t post a negative Yelp review about your competitor down the street; we won’t cross that line, don’t ask it of us.

(With props to Laura Walcher for her original article)

While we all know the common rules that apply to job interviews (hopefully), like wear a suit, be prepared with copies of your resume and perhaps, most importantly, BE ON TIME – there are a few things practicing PR professionals or those pursuing careers in PR should know NEVER to say.

As public relations professionals it is our job to be creative and to stand out amidst a sea of similar  faces, places and products to present what makes our clients special and worthy of media coverage. So why wouldn’t we look at potential employees in the same manner?

So here’s what we DON’T want to hear during an interview when asked the following:

• Why do you want to work in public relations? “I like to talk to people.”

Yes, while this is an important aspect of public relations (after all, what good would an anti-social PR person be?), it should not be the sole reason you want to get into public relations – there has to be something more … substantial.

• What is PR to you? “Relating to the public” or “Creating positive relations between a business and its clients.”

We work in PR; we don’t need a textbook definition of what we do every day, thank you very much. However, we would like for you to demonstrate that you actually know how to do the job, or rather, explain what tools we use in order to “create positive relations between a business and its clients.”

• What aspect of PR do you like most? “I like planning and going to parties.”

Then become a party planner. Despite what pop-culture depicts, public relations    is not all about parties and events – it’s an office job.

• What kind of clients do you like to work with? “Well, I don’t like…”

We didn’t ask what you don’t like, but while we’re on the topic – don’t highlight what you hate! Especially if what you hate happens to be an industry many of our clients belong to.

• What attracts you to a career in public relations? (I know – this is very similar to item #1 on our list, but we’ve actually gotten this answer more than once) “I want to be like Samantha from Sex and the City.”

I don’t really think this needs any explanation.

Yes, we at J. Walcher Communications are the people who will let a restaurant know when a word is misspelled on the menu. We will exclaim in horror at random apostrophes (used for no reason!!!). And we cannot stand a person using the wrong “their” or “they’re.” We are beholden to the AP Stylebook and have a deep affection for spell check (although we cannot understand why it refuses to recognize the term “triathlete”).

So when Judgment Day (May 21, 2011) arrived, The Huffington Post contacted us — not to discuss the end of the world, but why our spelling shouldn’t go to hell in the process (see last two paragraphs):

Rapture 2011: Apocalypse Now… No, Now! (LIVE BLOG) – Huffington Post

by David Moye, Posted on May 21, 2011

Today’s rapture is supposed to herald the coming of Judgment Day.

Passing judgment is supposed to be God’s job, but a lot of word experts, spelling sticklers and — though they hate the term “grammar Nazis” — are passing judgment on the millions of internet postings that are adding an extra “e” between the “g” and “m” in “judgment.”

Seriously, do a Google search. We can wait….

OK, see what I mean?

Although the Good Book says, “Judge not, lest ye be judged,” surely, that didn’t refer to incorrect spelling, right?

Steven Murray, who is the Communications Director at the First Baptist Church in Houston, is praying that’s not the case.

“I try to express grace more than judgment, but spelling it with the extra ‘e’ is a pet peeve of mine,” Murray said. “It’s right up there with people who use the term ‘irregardless.’”

Murray personally cringes when he sees judgment spelled “judgement,” but suspects that the correct spelling is a casualty of a world where Twitter and Facebook influence people to “let spelling slide in the interest of speed.”

Although the Lord works in strange and mysterious ways, he’s not sure if the spelling of “judgment” without the “e” between the “g” and the “m” is his doing.

“It’s more one of the mysterious ways of the people who founded the English language,” he said.

But San Diego-based copy editor Phyllis de Blanche is a little more merciful to those who dare besmirch the proper spelling of “judgment.”

“There are two accepted spellings,” she insisted. “Although that extra ‘e’ is not standard, it is acceptable. I think the reason it’s the standard with journalists is because Associated Press prefers to use the shorter version. For instance, they allow ‘OK’ to be spelled with just two capital letters instead of ‘o-k-a-y.’”

Meanwhile, Los Angeles-based copy editor Karen Spiegelman has strong words for people who add that extra “e.”

“Spelling it that way makes it easier to make fun of you,” she said. “Seriously, it’s not big a deal, but if you, like some people, try and justify after the fact by pointing out the alternate spelling, you just look silly.

“However, being able to spell ‘judgment’ correctly is like a secret handshake.”

To be fair, “judgment” is spelled with the offending “e” in England — except when referring to a legal judgment. But like many things that are different in the United Kingdom than the United States — such as warm beer — this distinction is illogical to editors like Jill Kuraitis in Boise, Idaho.

“It drives me crazy!” she said. “Yeah, there are English variations, but this one makes no sense. It jumps off the page when I see it spelled with that ‘e.’ It’s one of the words on my 50 most annoying word screw-ups list.

“However, it’s not as bad as when people screw up the difference between ‘less’ and ‘fewer.’”

If the judgment day scheduled for Saturday fails to pass, Kuraitis thinks her fellow word nerds should band together to make sure that people start spelling ‘judgment’ correctly by the next scheduled apocalypse on December 21, 2012.

“We could probably get Bill Gates to fund us,” she said.

Passing judgment over the spelling of a word sounds a little extreme, but manuscript editor Stephanie Thompson sees it differently.

“To me, correct spelling is the difference between taking a story seriously or not at all,” she said. “If you can’t figure out the spelling of a word, what else might be wrong in the story?”

As for the final word on this issue, Public Relations executive Sandra Fong Young, who frequently blogs about AP style and word usage, looks to a higher power.

“Just now, I checked the King James Bible and judgment is spelled without the ‘e’ there,” she said.

Luckily, we now all have until 2012 to work on our spelling.

Top Take-Aways from PRSA Counselor’s Academy Conference, May, 2011, Las Vegas

While conferences are designed to teach us new things, they also remind us of what we’re not, but should, be doing. Here are my best take-aways:

1. Do one less old thing you already know a client doesn’t care about – and one new thing you know they do

2. Watch your staff time! For instance, if an SAE is doing AAE tasks, he/she’s working at the wrong level for efficiency – and income! Also, not all staff needs to be at all meetings, nor does every meeting require composing time-intensive reports.

3. “Find out what they want, how they want it – and give it to ‘em just that way!” (that’s a line from a famous musical which I found out some PRSA Counselor Academy members love but some hate – musicals, that is). This is applicable to client communication too. What’s their favorite style of communicating? E-mail, phone, meetings? Do they need prose in reports, or will bullets suffice? Are they formal or casual? What should you know about a hobby, a family, their non-profit involvements? Clients are people, too!

4. Become specialists in specific industries, professions. Doesn’t mean you can’t serve others.

5. Grow your current clients vs. hunting for new ones. Organic is in.

6. Immerse yourselves in your clients’ industries and issues. It’ll help broaden and deepen your services, and be educational as well.

7. Mandate and budget time for creative ideas – you know, the ones your clients didn’t necessarily ask for …

8. Potential clients: can you proudly include them on your roster? Do they fit your specialties? Value PR? Have any money? Develop a process for evaluating new business.

Props go to Roger M. Friedensen, @rogerfriedensen; Ken Jacobs, @kensviews; Bret Werner, @bret_werner; Kelly Womer, @linhartpr; Michael Lasky

We’re looking for our next incredible intern. If you think you’ve got what it takes, send us your resume, cover letter and writing samples.

Job description and requirements below:

J. Walcher Communications is seeking a creative and enthusiastic individual to work part-time as public relations intern (minimum 16 hours per week).

J. Walcher Communications is a boutique agency specializing in local, regional and national public relations, and strategic communication campaigns. Working in a wide range of industries including real estate, consumer products, professional services, health and fitness, nonprofit and association, sports/entertainment, hospitality, and more, we help our clients build their businesses with smart and effective campaigns that set them apart from the competition.

Scope of Work

The J. Walcher Communications intern will be involved in all aspects of the agency including media relations and research, writing, event coordination, and client and product research for a variety of businesses. He/She will gain a practical understanding of the public relations industry as well as how to develop the tools necessary to compete and excel in this exciting and growing field.

Specific responsibilities include research, database management, maintaining media lists and client clip files, writing, proofreading, preparing presentation materials, as well as administrative support which includes phones, faxing/scanning, word processing, filing, copying and mail distribution.
Requirements

* A college junior or senior majoring in journalism, public relations or communications or related discipline

* Strong oral and written communication skills

* Minimum 3.0 GPA

* Microsoft Word, Excel, Outlook, internet and database experience necessary. Adobe Photoshop and media database knowledge a plus.

* Social media knowledge required

*Internship begins A.S.A.P.

*For College Credit Only

*Flexible Hours

Interested candidates should send cover letter, résumé and writing samples to:

Email: jacqueline@jwalcher.com

Visit us at www.jwalcher.com