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The Metric That Matters

3/24/2012

 
While professional communicators pontificate about things like metrics and strategic planning and even how to define what they do, it’s refreshing to encounter someone who simply gets it.

In this case, the “someone” is actually two people—Lori and Matt Sames, the parents of three beautiful daughters in Rexford, NY, whose lives were upended four years ago when their youngest, Hannah, was diagnosed with an extremely rare genetic disorder.

The disease is known as GAN, or giant axonal neuropathy. In simple terms, it affects a certain protein in nerve cells and results in the gradual degeneration of the nervous system. It strikes in childhood, usually with symptoms like having difficulty walking; most patients die in their teens and 20s as quadriplegics, unable to move, speak or eat.

Lori had an economics degree and was a stay-at-home mom. Matt was a sales manager in television. And after the usual shock and grief, they decided they were going to find a cure for Hannah.

The story of how this family has driven R&D on GAN from almost nothing to a possible clinical trial of a gene therapy later this year is film-worthy. (You can read it here.)

From a communicator’s perspective, there is an interesting element to this story. Lori Sames found that she made little progress with doctors and researchers if she came across as a fretting mom. One researcher offered her some advice: “If you’re going to speak with scientists, you’re going to have to talk like a scientist.”

And so this worried mother of three dove headlong into an ocean of amazingly complex information, poring over every paper, every discussion, every tidbit she could find about GAN, how the body’s nervous system works, other genetic disorders that were similar, who the researchers and research institutions were, potential forms of treatment, and the head-spinning bureaucracy that often hampers both public and private medical research.

Plop Lori in a roomful of genetic scientists and watch her spout a run-on sentence filled with medical and scientific terminology that will quickly glaze the eyes of a normal human being—and light a fire of respect in her audience. She understands what she’s saying and what her audience needs to hear. And that builds the relationships and brings the dialogue that real communication (not to mention advancing science) is all about.

While Lori became a self-taught Ph.D. (which in her case she defines as “passion, heart and determination), Matt put his TV connections to work in generating public awareness and support for their nonprofit organization, Hannah’s Hope Fund. He can clearly articulate their effort in ways that connect with the average person—or the average parent.

As a communicator, I recognize the importance of things like audience research, goal-setting, measurable objectives and strategic planning. At the same time, I can’t help but wonder if sometimes we get so wrapped up in the tools of our trade that we lose sight of what we’re really trying to accomplish—building relationships, sharing our stories, creating dialogue, learning from those interactions, making a difference.

The Sames don’t care about market research or audience impressions or strategic objectives. The only metric they care about is a cure for Hannah.

Public Relations: All Have Sinned?

3/17/2012

 
I found myself drawn to a fascinating online discussion spawned by a presentation by Dr. Bob Batchelor, assistant professor at Kent State University's School of Journalism and Mass Communications. The topic: "Is PR Evil?" Dr. Batchelor's answer is "yes." My good friend Sean Williams at Communication AMMO took exception to this, and thus the dialogue began. I encourage you to check it out here.

Since I did not attend Dr. Batchelor's lecture and thus don't know all the details, I'm on shaky ground if I take a firm stand for or against his statement that, yes, PR is evil, and that one cannot redeem it merely by stating, "But I'm working ethically." His point is that the profession is in disarray, largely because of the widespread misuse of public relations to manipulate and deceive.

And yet I'm troubled by the conclusion. As I look back on the discussion, it seems the opinion of whether or not PR is evil is a bit like deciding whether a Glock-17 handgun is evil: It depends what you do with it. If I'm using the Glock to, say, become good at target shooting, or as a means to defend my family against attack, that's one thing. If I use the Glock to relieve the local convenience store of its financial gain, or a disagreeable person of his life, that's something else.

Likewise, PR itself is neither inherently good nor inherently evil. It is a function, a tool for sharing information, creating relationships, and influencing perspectives and action. If it's done honestly and transparently, that's good. If it's done with the intent to mislead, that's wrong.

I do think Dr. Batchelor makes an excellent point about the misuse of PR. It happens often, and it's surprising how easily even the most "ethical" practitioner can be drawn into it. Matt Friedman, co-partner at Tanner Friedman, has pointed to the example of press releases and company spokespersons insisting that a 60-something CEO's sudden departure is merely "to spend more time with family." It's a lie, we know it's a lie, and yet we perpetuate it because that's the reason we're given, and we still want to have a job to go to tomorrow.

Where I'm willing to agree is that evil certainly exists within public relations, just as it exists within the human race. And even if we individually practice the highest ethical standards, we cannot simply rest upon that laurel. We need to preach the gospel, as it were--fairly easy to do--and call out those who defy that gospel--not so easy to do, for we'll surely face persecution for doing so.

And yet, I certainly agree with Dr. Batchelor's other conclusion: Public relations is worth saving.


The Refugees and The New Land

3/10/2012

 
I had the privilege of participating on a panel sponsored by InterCom, the Society of Professional Communicators, titled “A Critical Eye on the New News Media.” Yet what struck me the most was the number of self-identified “refugees” from the old news media who were in the room.

Having survived five major corporate mergers in my career—which is about six more than anyone should have to face—I have more than a little sympathy for the merger-like fallout that’s going on in journalism today. Newsroom staffs have been decimated, newspapers trimmed to the size of bookmarks, and the reporters who survive are working long hours across multiple beats and multiple platforms in a world where there is no longer a news cycle, there is only “right now.” And then there are those who didn’t have a chair to sit in when the music stopped, and they’re looking around wondering what’s next.

In short, it’s tough out there. But as the discussion at the March 9 panel pointed out, all is far from gloom and doom. Some of the key points:

-- Print is not dead. Though the daily newspaper may eventually fade away, niche publications are doing well. Encore Magazine, a long-time staple in the Kalamazoo area, continues to produce a slick, well-read publication focusing on arts, culture and community personalities. The challenge is to keep a close watch on that niche and the changing interests of their audiences.

-- Niche web sites have a place, too. Second Wave Media, which covers local news in a variety of communities, chooses to focus on “good” news—human interest, culture and economic angles that traditional media may not cover. It can be a refreshing change from the hard news that consumers get by other means.

-- Changing to a multi-platform approach takes time and adaptability. When the Booth newspaper chain in Michigan consolidated under MLive Media Group and the member papers took more of an online approach, including reducing daily newspaper delivery, public reaction spanned the spectrum. It’s understandable; readers feel a certain ownership of their local newspaper and are quick to voice their opinions about change. Acceptance is said to be coming along, albeit grudgingly. Internally, the “open office” approach, in which news and advertising departments interact more than in the past—traditionally, the two have been kept on different planets, lest one unduly influence the other—is evolving, and it appears that the line between them is still relatively firm.

-- Data gathering is greatly enhancing targeted advertising. As we all know, Internet users’ data is easily obtained, and that is being used aggressively by news providers like MLive so that online ads are targeted to those users’ interests. Some people see it as creepy and stalker-ish, others as useful in making their browsing time more productive. But concerns about privacy on the Web are rising, and it’s hard to imagine this won’t spark even tougher discussions among policymakers and the public in the years ahead.

-- Relationships are more important than ever. This was a point I made early in the discussion. Media relations professionals have to know the reporters they work with—their interests, their needs, their constraints. Reporters have no time to waste on pitches that don’t fit those parameters, or spokespersons who are unresponsive and ill-informed. The media relations contact must be a trusted source of information and ideas. The rise of online news, social media and the like haven’t changed the critical need to build professional and mutually beneficial relationships.

I’m not sure if the “refugees” in the audience found solace or discouragement in the discussion. But all would agree that the landscape has changed forever, and will continue to change. Knowing and accepting that will be the key to a vibrant Fourth Estate for the future, hopefully opening up new opportunities for journalists and success in public relations professionals sharing its clients’ stories.


Sorry Seems To Be The Hardest Word (Sort Of)

3/5/2012

 
Hardly a day goes by without some celebrity, sports figure, business executive, politician or criminal showing up in the news , head hung low, expressing regret for an infraction of legal or social standard. 

The latest example involves radio personality Rush Limbaugh, who called Georgetown University law student Sandra Fluke a “slut, “ among other things, on his program last week after she testified before Congress in favor of requiring religious-affiliated employers to cover birth control. After losing
several advertisers and being assailed even by some of his fans, Limbaugh issued a statement on Saturday in which he noted his “choice of words” and “attempt to be humorous”had “created a national stir.”

“I sincerely apologize to Ms. Fluke for the insulting word choices,” the statement said.

Whether you like Rush or not, whether you agree with him or not, few people will see his apology as sincere.  Sincerity involves more than a press statement. According to Fluke, Limbaugh has not tried to contact her personally to apologize, which would be an act of true sincerity and contrition. (Probably just as well; Fluke has said she isn’t interested in speaking with him.)

The Limbaugh-Fluke incident is hardly the most egregious . It’s merely the latest example of life in the Age of Regret. Notice that I use the word “regret” instead of “repentence.” While those words show up together in a thesaurus, they usually mean slightly different things. “Regret” is about
feeling sad over a situation and, possibly, sorry to have contributed to it. “Repentence” is a deeper, sincere remorse, an honest shame, accepting accountability and making a heartfelt resolution to never commit the wrong again.

Sadly, most of the apologies we hear or read are made for reasons other than true repentence. “I’m sorry” is starting to ring hollow. We hear it constantly—in fact, Rush’s apology wasn’t the only one to pop up in the news over the weekend.  But how often after an apology is offered do we hear that the individual’s poor behavior has re-emerged? Does anyone really believe Limbaugh will never again make “insulting word choices”on his show?

I’m not suggesting that people who do wrong should stop apologizing. But an apology has to be more than a public relations tactic. It has to be honest and sincere, it must seek to make amends, and it must reflect a visible change in behavior.

 “Sorry” isn’t the hardest word to say, but it does seem to be the hardest word to live.
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    Rick Chambers

    Rick is the owner and president of Rick Chambers & Associates, LLC.

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About Us

Rick Chambers & Associates, LLC, brings a solid track record of strategic, diverse, objective-based communications and public relations services. RC&A works closely with clients to understand their business, develop stakeholder relationships, build meaningful dialogue and help share their stories effectively.

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Rick Chambers & Associates, LLC
1514 Kingsbury Drive
Portage, MI 49002-1664
USA
269.873.5820
info@rickchambersassociates.com