PR advice Archives - Clairemont Communications

PR People: Eva Hornak, APR

April 17, 2017January 31, 2023 Sarah HattmanBlog, PR People, Public Relationsmagazines, newsletters, PR advice, PR ethics, PR pros, Raleigh PR, Raleigh PR Agency, Social Media, special projects

Eva Hornak, APR

Job title and function: I’m the communications manager for S.T. Wooten. In a nutshell, we build highways, do commercial site work, and produce asphalt and ready mix concrete. We have approximately 950 employees. We’re also a private, family owned, third-generation led company.

I’m a department of one, so I handle anything related to PR, communications and sometimes marketing. I focus mostly on employee communications and corporate communications. This includes writing the 24-page company magazine three times a year, as well as two monthly newsletters and a benefits newsletter three times a year. I also work on various special projects as needed, such as recruiting materials, PowerPoint presentations, the website, corporate communications, etc. I also oversee the PR firm we hired in 2016 that works on such projects as our social media, blog and trade media relations.

Most rewarding thing about working in PR today: Our employees range from managers with advanced degrees to field employees without a high-school degree. We have employees who can’t read or read very poorly (making it a struggle to take a survey or fill out paperwork). Now – imagine trying to teach that person about health insurance. That stuff is confusing for most people with college degrees! I try to keep most communications written on a sixth-grade level. In the past few years, we’ve really worked on educating our employees about how our benefits help them, and I love it.

Craziest/most challenging thing you’ve done in PR: Produced an event almost single-handedly on a very short timeline. Don’t do that. Get a team. Just stop, take a breath and get a team.

I also survived some very bad bosses. (See the next section for more on that.)

Advice for new PR pros:

1) Explore what’s out there. There are a lot of facets to PR, and you don’t know what job/setting/speciality you might like until you try it.

2) Make connections (within PR and the larger business community) and get a mentor(s). All of my jobs came from connections. All of my trusted peers came from previous jobs, the Raleigh PR Society and NCPRSA. Peers can help you get your next job, and they are your cheerleaders during the good times and your shoulders to cry on during difficult times. They will help shape and defend your reputation. And your good name is everything.

3) Have ethics. See #2 above regarding reputation and good name.

4) Always look for the right match in a job (or a boss). Yes, you’ll have to pay your dues. Yes, you’ll have jobs (or parts of jobs) that you learn are not for you. You’ll even have a job you love that has some tasks you hate. But don’t settle for a place that is a horrible match. Don’t stay somewhere (or with someone) that truly abuses you or actively blocks you from learning anything. Need a gut check? Ask your peers. See #2 above. And never, ever compromise your ethics because a job or a boss tells you to do so. See #3. You can always find another job. Seriously. Do I need to mention #2 again!?

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Sarah Hattman, APR is president-elect for the North Carolina chapter of Public Relations Society of America and has been working in PR since she left television news. She grew up in North Carolina and was excited to move back to her home state in 2012 and then join Clairemont Communications, a Raleigh PR agency.

PR People: Roger Friedensen, APR

March 8, 2017January 31, 2023 Sarah HattmanBlog, PR People, Public RelationsAPR, boutique PR, PR advice, PR People, Raleigh PR

Roger Friedensen, APR

Job Title and Function: I’m a partner and co-founder of Forge Communications, a research and communication strategy firm with offices in Raleigh and Charlotte. Launched in 2009, we’re a small boutique firm comprised of senior-level consultants, so my work is actually doing the work – which I love. We all have held leadership positions in our past lives at agencies, non-profit associations, health systems and corporations, but this time around we wanted to spend our days helping clients solve real problems and produce measurable value rather than building a big firm again and having to “feed the overhead beast.” Been there, done that. 🙂

Most Rewarding thing about working in PR today: For me, it’s what it’s always been: the challenge that comes from helping create order out of chaos and solve complex problems; the opportunity to collaborate with smart, creative, accomplished individuals from whom I can learn; and the chance to do meaningful work that helps our clients — and, in turn, their employees, customers, communities and sectors — accomplish what they want and need to do better and improve lives. It’s also really cool to be working in the middle of one of [if not the most] transformative times in the industry’s history. As a geek and wanna-be futurist, I love the intersection of communications and technology!

Craziest/most challenging thing you’ve done in PR: After 32 years in this business, that could be a reaaaaaaally long list. A couple of items do stand out, though. First, I took a former U.S. Surgeon General, the past president of the American Medical Association, the president and CEO of the second-largest pharmaceutical company on the face of the planet, and about two dozen senior pharma executives to what turned out to be an overly trendy, Yuppie-filled restaurant/hip-hop dance bar in San Francisco’s financial district.

Second, I was once threatened by a county commissioner while on a client’s advance team informing him and his fellow commissioners that their county and three others in North Carolina were on the short list for a low-level radioactive waste disposal facility. “Son, if I were you, I’d get out of this county by high noon. It’s time for us to marshal the troops.” We hit I-40 out of the county right after the meeting.

And finally, I helped one of my colleagues, the great Mike Herman, APR, Fellow PRSA of blessed memory, manage a “unique” crisis situation for one of our clients, Austin Nichols. I’ll let the Wikipedia entry speak for itself: “On May 9, 2000, a fire destroyed a seven-story aging warehouse at the company in Anderson County, Kentucky. It contained more than 17,000 wooden barrels of whiskey. Burning whiskey flowed from the warehouse, setting the woods on fire, causing limestone deposits to explode. Firefighters saved Lawrenceburg’s water treatment plant from destruction. However, an estimated 20% of the whiskey flowed into the Kentucky River. The river contamination required the temporary shutdown of the water treatment plant. Officials ordered water usage restrictions. Businesses and schools were closed because of the water shortage. The alcohol spill also depleted the oxygen in the river, killing an estimated 228,000 fish along a 66-mile stretch. The EPA and the Coast Guard’s Gulf Strike Team aerated the river using equipment mounted on barges. The company paid $256,000 to the Kentucky Department of Fish and Wildlife in an effort to restore the fish population in the river.”

Yep. That’s right. More than 180,000 gallons of prime Wild Turkey bourbon made its way into the Kentucky River in the middle of the night, forming a mile-long plume of whiskey that wiped the river clean. The plume didn’t dissipate until it reached the Ohio River.You just can’t make this stuff up.

Advice for new PR pros:

Tip #1: Stay unquenchably inquisitive.

Tip #2: Recognize that “PR” does not mean the same to folks outside of the profession as inside. Understand that to remain relevant (i.e., employable) your perspective and skill set — not to mention your reading and professional development — must be broader than “traditional” public relations practice (media relations, special events and the like). Our business is about clarifying and strengthening communication between individuals. Public relations, marketing, advertising, content management, etc. — those are just different colored lenses we can use to evaluate a problem and figure out a solution.

Tip #3: Learn and practice good manners. They make a difference.

Tip #4: Don’t be lazy, greedy, rude, stupid or unethical. I really shouldn’t have to say this.

Tip #5: Don’t be lazy, greedy, rude, stupid or unethical. I really shouldn’t have to repeat this.

Tip #6: Learn to read the tea leaves and connect the dots. This business is not simply about connecting people; it’s about seeing the linkages among ideas, trends, issues, opportunities, people and organizations and making meaningful connections.

Tip #7: Get out of your own head and your own world regularly so you can be better able to put yourself in others’ shoes.

Tip #8: Learn to ask questions.

Tip #9: Learn to ask smart questions.

Tip #10: Learn to ask smarter questions.

Bonus Tip: Learn how to write, speak and, the most important, listen successfully. But then again, that’s good advice for pretty much everybody.

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PR People: Laura Blank, APR

February 22, 2017January 31, 2023 Sarah HattmanBlog, PR People, Public RelationsGift Catalog, GMA, Good Morning America, media relations, PR advice, World Vision

Laura Blank, APR

Job Title and Function: I’m the Senior Adviser for Public Relations at World Vision, a Christian humanitarian organization. Our team is based in several cities across the country, and we work virtually together and with media based anywhere in the world to help tell the stories of World Vision’s work.

Most Rewarding thing about working in PR today: I’ve been curious about the world since I was a little girl. In fact, that inquisitive nature was part of the reason I was attracted to journalism (before I started working in public relations). I spent several years working in television news in New York City, and I loved the constantly changing rhythm of each day. I love that in both journalism and public relations we’re constantly meeting new people, facing new challenges and being asked to creatively tackle a new project. I’m still learning every day – about our work as a global relief, development, and advocacy organization and about my work as a PR professional. And I find that so invigorating.

Craziest/most challenging thing you’ve done in PR: Within my first three months on the job at World Vision, I landed an amazing segment on Good Morning America with World Vision’s Gift Catalog. I pitched the booker on the idea almost six months before the segment aired. She and I had worked together at CNN, and it turned out it was exactly the kind of thing they were looking to do for the holidays! I met one of their VJs in Ghana for a shoot to show how the Gift Catalog makes an impact in the lives of the families who receive items like goats, and we did a two-day shoot there. That piece turned into a package that aired before our live segment in December. For the live segment, we filled the Times Square studio with live animals. There was a rooster crowing on the jib cam, pigs running across the studio floor, chickens squawking and interrupting the anchor, and cows and llamas in the corner! I also spent a few months shopping around New York City to find items that were similar to items we provide families through the catalog. We brought those into the studio and had the GMA art team create over-sized price tags and big red bows for them. I joke that my career peaked after that segment. It’s been all downhill ever since 😉 [You can see a link to the live segment here: https://vimeo.com/153048488]

Advice for new PR pros: I guest lecture at UNC – Chapel Hill, and I always share the same three pieces of advice with the junior and senior public relations students there:

1) Take chances. In the fall semester of my senior year of college, I applied to more than 100 television stations, hoping someone would take a chance on me. I heard back from exactly zero news directors. I was crushed. But I started to look for other opportunities, and I heard about an all-expenses paid fellowship program for communications students in New York City. They took about 40 students from an applicant pool of around 600 at the time. Long story short: I applied and was accepted and moved to New York City immediately after graduation to start my internship (which led to my first TV news job!).

2) “Comparison is the thief of joy.” Find your own path. One of the great things about working in PR is that, unlike a career in a field like medicine or teaching, there isn’t a clear-cut path to success. This can be a wonderful thing – but it can also be stressful as you’re starting out in your career. Don’t let the lack of clarity intimidate you, and don’t compare your path to anyone else. There are a million ways to get into this field and find great success through the years; find your way.

3) Read. Read. Write. Write. Network. Network. Public relations has changed dramatically in the past few years, but some of the basics remain the same: you must be a great writer. You must be curious. And you must be engaged with your community, professionally and personally, to continue to grow your career. I always tell students that the best way you can get a foot in the door – or find your way once you land that first job – is by constantly working on these skills. Reading, writing, and networking will always be a good investment of your time!

Are you interested in being featured in “PR People?” Send us a message on Facebook to share your story!

On the Record: Public Speaking

January 28, 2016January 31, 2023 Sarah HattmanBlog, On the Record, Professional Developmentblog advice, captivating speaking, Communications, crutch words, PR advice, Presentation Tips, Public Relations, public speaking, talking points

Public relations and communication professionals are no strangers to public speaking. Whether addressing an audience personally or advising a client on talking points and/or media tips, it’s a familiar topic for industry pros.

Becoming a speaker that captivates an audience is a skill that can take years to develop and hone. However, there are some simple things you can do to instantly improve public speaking skills for you or your client. Let’s go “On the Record” to find out more.

Want to learn more about how to improve your public speaking abilities? Make sure you avoid the TCP. Wondering what that is? Check it out in our blog.

Super Boost Your Time Management

December 1, 2014January 31, 2023 Cherith AndesBlog, Professional Development, Public Relationsorganization, PR advice, PR Agency, pr raleigh, time management

It’s a busy world, and I envy the Super Mario Brothers.

Remember Nintendo’s Mario and Luigi, circa 1991? These early generation video game characters discovered the secret boost that empowered them to leap skyscrapers, demolish walls and crush mushroom-shaped minions.

What I wouldn’t give for similar superpowers to tackle the workday. If you’re a PR exec, a business professional, a mom, a dad or simply a breathing human, you’ve no doubt longed for the same antidote: a magic bullet that empowers you to attend every event, answer every call and “autocomplete” your looming to-do list.

The magic bullet to time management is that there isn’t a magic bullet. Leading experts instead encourage us to return the basics of time management and implement these best practices well. Application is the key.

Here are three stalwart time management suggestions you’ve no doubt already encountered, but we’ve added our own “Super Boost Tip” to help you get the most bang for your buck. Use this quick and easy refresher as motivation to revisit and re-institute the basics of smart time management.

Superhero cape not included (yet).

1. Standard Advice: Prioritize to-do lists by deadline and importance.
Super Boost Tip: At the end of the day.

You know mornings. You come barreling in with your phone ringing, coffee sloshing and 183 emails pinging on your laptop—not the ideal time to quiet your mind and focus. Instead, take five minutes before you leave the office to review your projects and prioritize activities for the following day.

Categorize action items by time of day (for example, notate if you need to make a call first thing in the morning) and update your running list of daily and weekly assignments to reflect your progress. Organizing your plan of action the day before not only saves you 45 minutes the next morning but also allows you to leave the office with a little peace of mind each evening. (We like peace of mind).

2. Standard Advice: Maintain a tracker and note-taking system for your team.
Super Boost Tip: Offline.

No, I’m not suggesting that we ditch our elegant—and highly effective—electronic trackers. These beautifully groomed tools enable synergy, efficiency and momentum that few other systems afford.

However, there’s a time and place for hard copy. Don’t be afraid to whip out “Post-It Note Technology” during a brainstorm, encouraging team members to write down ideas (one per note) during a predetermined time frame as a “free think” exercise. (YMCAs around the country employ this tactic). Tangible, interactive note taking stimulates creativity and fosters fertile ground for team cohesion. In essence, you get your team’s best ideas…faster.

3. Best Practice: Take time to proof.
Super Boost Tip: Someone else’s work.

By now you know well the industry’s standards for copy editing and proofing. Review for flow, check for structure, comb for style and scrutinize for grammar.

And then hand it to someone else.

As busy professionals, we’re often tempted to skip this vital step. But the brain that creates the copy often overlooks its own errors. At Clairemont, we follow a rigorous system of proofing as an agency team to ensure that content—from emails to proposals—adheres to strict standards and communicates consistent messages. While taking a team approach to proofing might appear to be more time consuming on the front end, it will save valuable “clean up” efforts after the fact.

Bonus Tip: When all else fails, brew a cup of coffee.

What time management tip would you add?