Perhaps my biggest task as a Public Relations Society of America (PRSA) San Diego/Imperial Counties board member this year is revamping the organization website. Now, I said revamping, not completely redoing. This is a refresh. What can we do better? What’s the feedback from members? Outsiders? What would make you want to visit it more often?
PRSA SD/IC Chapter Manager Rene Carmichael and I sat down with Elevator Marketing Store’s Frank Cowell in a crowded Starbucks recently (with two toddlers who refused to give us the big comfy chairs until their mothers pulled them away) to review the ideas we had for the website.
Our ideas were solid, including adding more visual elements to the homepage, creating a “Signature Events” tab and deleting unused/rarely used pages. However, Cowell helped remind us of a few things that can often be forgotten:
1) Location, Location, Location: Yes, everyone uses this title, but that’s because it holds true in a lot of scenarios. In this case, I’m talking about where you put the most important information on your website. Can I find a link to purchase your product no matter what page I’m on? How ‘bout a button to take me back to where I started from?
Oftentimes, we focus so much attention on the homepage, we forget that a lot of the time people do not enter websites through the homepage – instead they clicked on a link on Twitter to a blog post you loved (ahem) or someone found your president’s bio through a Google search.
Anything that you want everyone to see who comes to any page on your site should be available on every page. Generally, this means that the important link/tab is part of the header, footer or on a static sidebar that reappears no matter what page I click on.
2) Call-to-action: Another favorite PR buzzword, calls-to-action are exceptionally important. It’s nice that you know how to make knitted jewelry, but what do you want me to do about it? Buy it? Attend a class? Tell my friends to “like” your Facebook page?
It should be immediately evident on every page of your site what you want me to do with this information and what the purpose of your organization is. Note that this call-to-action can and probably should change. Even if you always want people to make reservations for dinner, the call-to-action can include details about an amazing new appetizer or a special for those who book before 6 p.m.
3) The Regular Refresh: Social media seems to be all-important nowadays, at least to many. This includes adding links/icons to your social media pages on your website – to not do so is to waste existing marketing real estate, in my opinion. Many people have also placed Twitter and Facebook feeds to their website. This can be a great way to continuously provide fresh content to the website; HOWEVER, this should not be the only thing that regularly changes on the site.
For example, for this larger PRSA SD/IC website refresh, we are making some major structural changes, especially to the homepage, and adding numerous new pages and tabs, but a regular refresh is something we do on a weekly, if not even more frequent, basis. This includes news items, upcoming events, new job listings, etc.
Whether you use a content management system (which I highly recommend and may be a topic for a future post) or have a company/internal person that inserts the HTML codes for you, please don’t have the exact same things on your site for the entire year. Even a new paragraph or photo can revitalize a website and give someone reason to visit again.
In PR, we know that it usually takes multiple brand exposures for a person to even consider action, and a website is not any different. Why would I go back to your site if it’s exactly the same as the last time I visited?
P.S. Check out what we’ve got now: www.prsasdic.org, and I’ll post a link to the refresh when it’s launched.
Six Reasons We’ll Miss Our Intern Brianna Shannon
Brianna Shannon (also known as Bree, B and BMoney Millionaire) has been our PR intern since September, and we’re sad to see her leave J. Walcher. However, we know that she’s ready to enter the “real world” (and we’re not talking the one on MTV – is that still on?) post-graduation and will be an outstanding addition to San Diego’s public relations industry.
Below are the six things we’ll miss most about Bree:
It’s all in the timing. Even when Bree was frustrated about MyMediaInfo (our online media contact database) malfunctioning, she persevered and was able to joke about it. One time she used the company credit card to order a client clip. When she returned the card to Jean she said, “Thanks. Just bought the company a new sports car.” Deadpan.
No task too big or too small. I have never once seen Bree flinch when given a mundane task, such as requesting editorial calendars or researching company addresses, which other interns might find boring or rote. Large projects also don’t scare her, and she is eager for the challenge of writing a press release from scratch or developing a pitch for a national publication about the awesomeness of our South Park neighborhood.
The idea generator. On her second day on the job, we asked her to participate in a brainstorming session regarding a client’s upcoming anniversary. Bree was able to quickly come up with creative ideas. She has found unique community service opportunities for our client, Balanced Bodyworks, and has developed snappy opening lines for the ARDA (American Resort Development Association) award entries that we just sent in for our client, Tapestry Resorts.
Who needs tracked changes? It’s an area that Bree says she still wants to work on, but she is already an excellent writer. The true test is how much red is on the page when Jean gives it back to her, and the returned copy hasn’t resembled a candy cane at all. And as for Bree’s goal to continue to improve her writing; well, that’s the attitude of any good writer.
That To Do list. Bree diligently goes through her inbox and works to complete every project she is assigned. She comes in early and stays late, without persuasion or request. (I often have to tell her that I’m leaving for the day to get her to wrap up.)
Anything Goes At J. Walcher Communications, we don’t just sit at our desks all day – we get involved with our clients, learning the ins and outs of their businesses. For Bree this meant being a model for Bazaar del Mundo’s animal print fashions and answering pub trivia questions at Proper Gastropub (Go Team Mustachios!), among other random tasks.
Brianna, getting her wild side on at Bazaar del Mundo
Santa Claus is coming to town. This story just shows a bunch of Bree’s best characteristics: The morning of our company holiday lunch, Bree and I were talking, and I told her about how I have to remember not to say “Merry Christmas” to Jean, Laura and Jacquie, since they are Jewish. She looks at me with wide eyes and says, “Do you know if they happen to have a Christmas tree, as well?” Bree had bought everyone Christmas ornaments for our holiday gift exchange. She was able to laugh it off, but left the office early and rushed to get everyone a new gift (including me – the only other gentile – because she didn’t want me to feel left out). She arrived a little late to lunch, out of breath and completely apologetic. We all had a good laugh, and everyone was appreciative of her gift-giving thoughtfulness – both times.
So, Miss Bree, your absence will be noticed, but your contributions will continue to positively impact the agency and its clients. We’d hire you if we could, and maybe, one day we still will.
Best to you – we know you’ll do well.
– The J. Walcher team
We’re looking for our next incredible intern. If you think you’ve got what it takes, send us your resume and cover letter.
Job description and requirements below:
J. Walcher Communications is seeking a creative and enthusiastic individual to work part-time as public relations intern (minimum 6 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 a cover letter and résumé to:
Email: jacqueline@jwalcher.com
Visit us at www.jwalcher.com
The First TedXSanDiego Conference:
Yesterday, I spent the day out of the office to hear a dozen plus people speak on Technology, Entertainment and Design (TED) subjects at the first annual TedXSanDiego conference.
TedXSanDiego is an independently organized non-profit event that brings together innovators, explorers, teachers and learners to discuss the future of their industries, spark deep discussion, connection and inspiration. It’s based on the national TED conference (which you have to know about if you don’t) and I was on a committee of people who helped put the event together.
I was inspired to share a one-two sentence take-away from each speaker (I skipped a couple because I had to do some work) – whether it was a call to action, a fact, an observation or just somebody’s attention-catching opening line:
Nick Pudar/ OnStar The tweeting car is coming.
Shannon Spanhake/ Calif. Institute for Telecommunications and Information Technology
Potholes are cool; they tell stories about nature vs. built environments.
Christine Comaford/ Executive Coach
What is your big knarly question?
Simon Sinek/ Columbia University
Technology is terrible for creating personal relationships.
Jake Wood/ Team Rubicon
Veterans are an untapped resource for solving many problems facing the world today; veterans helping vs. helping veterans is going to help them recover much more from PTSD and other illnesses.
Tom Yellin/ The Documentary Group
When you educate girls, extraordinary things happen.
Pete Garcia/ San Diego Regional Economic Development Foundation
21st century is the marriage of technology and design; San Diego is rich in technology, science and engineering, but not design…
Kurt Gray, Ph.D./ University of Maryland
Thinking of yourself as a hero just might make you a hero.
Roxana Velasquez/ Director, San Diego Museum of Art
I am the director of an art museum, and I love ugliness.
Dr. Tony Haymet, Ph.D/ Scripps Institute of Oceanography
We’ve been studying algae bio fuels for 107 years, but people have only started caring in the last two.
Jason Russell/ Invisible Children
I’m going to tell you how to murder someone and not get caught.
Bill Toone/Director/ ECOLIFE Foundation
Lead poisoning is the biggest threat to the California condor.
Marty Cooper/ Inventor of the mobile phone
Everybody is going somewhere but no one is where they want to be.
Joe Pine/ Strategic Horizons
Authenticity is what customers really want.
Robert Bilder, Ph.D/ Jane & Terry Semel Institute for Neuroscience and Human Behavior, UCLA
Right now, our computers are computing at the cognitive level of a lizard. The next wave is personalized brain management.
Eric Topol, M.D./ Scripps Translational Science Institute
Soon, we’ll be able to check our own vital signs on the iPhone.
Gad Shaanan/ Industrial Designer, Gadlight
We are too poor to buy something cheap (quote by Gad’s late father)
James Fowler/ UCSD
Studies show that like minded people stick together; you are 40 percent more likely to be obese if those in your personal network are.
We began and ended the day with an awesome performance by ukulele master Jake Shimabukuro, who was inspired to add his own words of wisdom to the day based on his work with children: Kids need to be inspired and passionate about something. I also loved Jean Isaacs from San Diego Dance Theater creating a two-minute dance on stage.
Keep this event on your radar for next year. It’s a good way to stretch your brain a little.
(Featured in this month’s “Presidio Sentinel.”)
You think it’s easy to write a column? C’mon. First, you have to think of something to write about – then, ponder what to say about said subject, structure your lead (will anyone read past that?), research, work out the point. Then you over-write it and must edit out your most provocative – to say nothing of brilliant – thoughts.
These days, though, the antics, double-speak, mis-speaks and idiocies of our public figures make slam-dunk, send-‘em-up columns just too irresistible, even with plenty of time ’til deadline.
Columnist Clyde Haberman probably ought to split his fee with Carl Paladino, Mr. would-be governor of New York, whose attacks upon, then quasi-apologies about gays and media-bashing, plus family-value hypocrisies (so big deal: he had a daughter out of wedlock, but at least he wouldn’t take her to a gay-pride parade) filled up an entire column of late.
The Maureen Dowd and Gail Collins’ columns on those Ms. Dowd calls “The Republican Mean Girls” had to be walks-in-the-park for those scribes. Writes Ms. Dowd, “ … Jan, Meg, Carly, Sharron, Linda, Michele, Queen Bee Sarah and sweet wannabe Christine … Whether they’re mistreating the help or belittling the president’s manhood, making snide comments about a rival’s hair or ripping an opponent for spending money on a men’s fashion show, the Mean Girls have replaced Hope with Spite and Cool with Cold.” Etc. Examples come careening off the page – and gee, where are our “man-up” heroes when we need them?
Christine might be mean, but I doubt it. Either by accident or design, she must instead be hell-bent on becoming the subject for any columnist who needs a day’s rest. Why else would she attack the Constitution’s First Amendment for not properly articulating her wish to unite church and state? Would it would be … by design.
Anyway, Christine’s got company in Amendment mangling. That the First Amendment also guarantees freedom of speech, Ms. Dowd says, “ …is news to Joe Miller, who sic’d security guards on an inquiring journalist, and to Carl Paladino, who threatened (sic) the N.Y. Post’s Fred Dicker that the … amendment exists … even in Tea Party Land. ”
In the public relations profession, we no longer think that any ink’s better than no ink … and, spelling O’Donnell’s name wrong today might be all that saves her.
There’s also the poor, downtrodden Stimulus, attacked for its existence but exploited … well, just in case. Senator Scott Brown, Reps. Michele Bachmann, Pete Sessions, Walt Minnick and others hooted and hollered, kind’ve just before they sought its funds, crying all the way to the bank.
Said Ryan Alexander of Taxpayers for Common Sense, “I think that’s just the type of political doublespeak that makes voters crazy.”
To a columnist, everything is “material,” so I anticipate the take on Joy Behar and Whoopi walking off “The View” to protest Bill O’Reilly’s mis-use of “Muslims” for the more precise 9-11 “Muslim terrorists,” And Tea Party-ite Norman Dennison, who notes that the Bible hasn’t said one thing about climate change so it can’t be happening. Anyway, he says, Rush says it isn’t.
If columnists can’t find contemporary material for a fast deadline, they can always pull up ancient history. Like Virginia Thomas seeking apologetic retribution from Anita Hill, an act for which I cannot begin to imagine a motive, although the media probably did spell her name right, and that might’ve been enough for her. Talk about Mrs. Thomas having a slow day. They can even dig further (so to speak), to contemplate the Dead Sea Scrolls, now being available to us, mere clicks away. Oh, wait: maybe that’s where the climate change debate began!
The Dead Sea Scrolls! If, along with the First Amendment, Christine hasn’t heard of them either, even I would have another really, easy, column.
