Hear Ye! Hear Ye! Parts I & II

Hear Ye! Part 1
by Linda Edwards, VOLLMER Austin

“Gonna Find Out Who’s Naughty and Nice...the Legislature’s Coming to Town!”

The Texas Legislature doesn’t meet until January, but already legislative committees are making their list and checking it twice planning for some big changes. Among state agencies expected to be on the hot seat this session are the Texas Youth Commission – have they shaped up yet; DPS because of its failure to protect the Governor’s Mansion; Child Protective Services with its alleged overprotection of the FDLS children; and the Texas Residential Real Estate Council which has been recommended for abolishment because it hasn’t helped much in homeowner disputes with homebuilders. Transportation and insurance rates are two other areas slated for big debate and proposed changes.

What to do when you’re under review? Anyone in the private sector with a dog in these fights will be lining up lobbyists and, if they’re smart, PR help too. Companies involved in alternative energy and conservation will need to make their case to get government contracts and subsidies. School districts and educator groups will need messages that persuade and dissuade when it comes to education finance and accountability. Home builders will need to convince legislators to save their agency. And, even a seasoned spokesperson like T. Boone Pickens will need help to stave off efforts to derail his water and energy plans.

One of the best ways to influence legislators is to speak before legislative committees. Good preparation is the key to making the most of such an opportunity. Get to the point, and no more than three points, please. House leadership wants to take action next session to further limit the amount of time people have in front of a committee, making witness coaching more important than ever. Even legislators say such training is critical to making sure your remarks are on point and well received. All will help put you on their “nice” list.

Hear ye! Part 2
by Peggy Hubble, VOLLMER Austin

Did someone say PR?

PR is that fuzzy area that many organizations don’t quite understand and, therefore, don’t think they need. But what it all boils down to is “communicating” – to the legislators, to your constituency, to your membership, to the general public – and to the media, to help reach all of the above.

As corporations, associations, lobbying firms and other organizations look toward the legislative session and consider their areas of interest or concern, they should also consider implementing a broad-based PR/media/communications plan.

Transportation, healthcare, education, energy – these are all issues that the media will cover and that citizens want to know about. A communications plan, working in sync with lobbying efforts, might include a press conference, an op-ed to be written and distributed to appropriate media (local, state or national), meetings with newspaper editorial boards to encourage their support of an issue, TV and radio interviews – and, of course, taking advantage of the ever growing digital, online media.

Think about it:

• Do you have clear and concise messages about what might be a complicated matter?
• Do you have fact sheets with convincing data?
• Do you have an articulate and compassionate spokesperson?
• Do you have relationships with the media around the state or around the country?
• Do you know what your opponents are saying about you? And are you responding in the correct fashion?
• Do you have the ability to corral support groups and like-minded organizations?

No matter how important your issue or how much you are convinced of the value of your project, be sure to consider the importance of planning and implementing a communications campaign to go along with your efforts.

Back to the Drawing Board

by Julia Weede, VOLLMER New York

2008 may be the year that we saw the passing of an era. For the last several years PR professionals and others have closely followed the occasional news reports of staff cuts at the nation’s large and small newspapers. We have known that we are experiencing change in American journalism.

Yet for the last several years even as staffs were cut, someone always has been at the end of the phone when we called a daily paper. That “someone” was usually a senior beat reporter with 20 years of experience who was able to know a good story, report and write it to fit into an ever-shrinking news hole.

But it may be that we remember 2008 as the year when it all changed. As buyouts and cutbacks escalate and thin the ranks of American journalism – some counts say more than 6,000 positions have been eliminated so far this year-- we are witnessing the loss of some of the nation’s most knowledgeable journalists. Lawrence Downes recently commented in the New York Times, “As newspapers lose money and readers, they have been shedding great swaths of expensive expertise.”

Growing numbers of senior reporters, editors and columnists are leaving mainstay dailies like the Washington Post, the New York Times and the McClatchy and Gannett papers. Reporters that remain at papers like the Wall Street Journal are being reassigned to entirely new beats or double beats. The shift is sudden and increasingly dramatic.

To fill the gap, editors are turning to freelancers, or dropping coverage altogether. As one top section editor of a major national newspaper said when we asked if someone on the editor’s staff might be interested in a story, “Staff? I have no staff. I have two people and a bunch of freelancers.”

This shift is changing the content of stories that American read. Editors are often forced to set aside well-researched stories on tough topics to cover expedient stories written quickly on short turn-around. Recently a major industry reporter with more than 10 years tenure responded to our query, “Sure I think this is an interesting story, and it should be covered. But it will take me three days to research and report, and my editor won’t let me take that much time any more.”
What does this mean if we want to participate in thoughtful dialog on critical issues? How do we have a dialog when the most experienced journalists are no longer there to chronicle the discussion?

Certainly new media, the catalyst for this evolution, are part of the solution. Organizations will always need to engage with their stakeholders, and many see a boon in the ability to have that conversation with customers directly. At VOLLMER we love seeing company leaders risking open, honest dialog with customers in creative new ways – they are almost always handsomely rewarded for their transparency.

In some cases it is time to rethink traditional media roles. Who says you can’t create and distribute your own content? What do you have to offer in this brave new world that people want to know? The barriers to entry are surprisingly low, and the potential is yet unknown.

And for those who believe a story in a national daily newspaper is still a gold standard of PR, it is time to do what we do differently. Now, more than ever, we need to focus on what journalists need to do their jobs:

• In this environment even the best reporters don’t have time to connect many dots. We must help connect research, summarize and offer links to supporting material.
• Don’t just talk about your best attributes; provide simple, direct access for journalists to see those attributes being demonstrated.
• Remember that the number of stories that are making it into print is shrinking – offer up your best and leave the routine press releases to online distribution.

Recently we happened to catch a veteran Washington Post reporter on the day that she and her editor took the buyout. When I jokingly asked, “Who am I gonna call now?” she only half-jokingly replied, “Beats me. We were just sitting around the newsroom speculating that it won’t be long before there is no one left to pick up the phone when you guys call.”

While no one yet believes the Washington Post will disappear, it was a jolt to the system. The good news is that she will continue freelancing. The unbelievable news? She’s going into PR.

(Excerpted from the Council of PR Firm’s The Firm Voice)

Are We There Yet?

by Denisha Stevens, VOLLMER Dallas

Planning a Fall getaway? Whether it’s a simple road trip or an international adventure, you should start by asking yourself one very important question - - is your goal to take a vacation or to travel? Most of us use the two terms interchangeably, but each comes with its own set of expectations. Understanding the nuances can mean the difference between family fun and a family feud.

Vacation Salvation

I, for one, look forward to taking true vacations. This means resting and being pampered. The perfect day would involve sleeping late and enjoying a decadent breakfast. A few mimosas thrown in the mix would be just dandy. Breakfast would be followed by a marathon reading and lounging activity that takes place at a spa, in a pool or sprawled across a beach chair. For me, the relaxation is more important than the location.

All watches, cell phones and laptops would be banished from my presence and I’d strangle anyone who tried to pin me down to a schedule. Even a manicure appointment would be too much of a commitment. I wouldn’t want to strain my brain, so the biggest question I’d ponder would be which flavor of tropical drink to order. I’d wrap the day with a cozy dinner before turning in early. I’d need to rest up so I could repeat the whole process the next day.

Travel Marathon

Not so for my husband. There will be no napping, reading and resting with this guy. He’s all about travel and he likes to cover as much ground as possible on as little sleep as possible. He might start the day with a crack-of-dawn fishing trip followed by a surfing lesson. Then, he’d have lunch at some remote restaurant that only the locals frequent.

He’d wrap up the day with a trek up the nearest volcano or rock face to see the sunset. He wouldn’t worry about toting too much luggage or technology. Once he reached the top he’d whip out his laptop to fire off a few emails while downloading his latest batch of digital photos. Then, he’d throw everything in the car and head off to a new destination. Why linger when there’s more of the world to see?

If you are wondering how two people with such different tastes can have a successful vacation, the secret is in the plan.

• We each outline our ideal vacation and include as much detail as possible. Then, we trade outlines and plan an itinerary around our shared interests.


• Another approach is to alternate activities. I don’t mind a hiking trip if I know I have a spa day waiting for me at the end of the journey. A massage can be a great motivator.


• Finally, we step out of our comfort zones to try something new. By making arrangements to try a new sport or sample a new cuisine our time off becomes a time of true discovery.

So, go for it and plan a fall getaway. Work will still be there when you return.

Currently, we’re melding our interests into one grand napping, hiking, fast-paced, yet relaxing fall travel adventure. I wonder if they have lounge chairs and tropical drinks on top of Mt. Kilimanjaro?

Good Ole’ Miss

by Ileah Ivy, Shelton & Caudle

The life changing moments in my life are often ones that I never saw coming. One of those moments slapped my husband and I in the face as we were driving to Mississippi over the weekend to visit my grandparents.

While driving up the road, we were stopped by the police. In sheer confusion, we asked the officer what the problem was. He proceeded to inform us that our windshield wipers and our lights had to be on as the same time when driving in the rain. We expected him to give us a simple warning, tell us to turn on our lights, and send us on our merry little way. Instead, he asked my husband to get out of the car and get inside his patrol car. I sat in the car calm, but very concerned. This couldn’t be happening….not in 2008!

I waited patiently for about 5 minutes. The cop got out of the car leaving my husband in the passenger seat of his patrol car, came to my window and proceeded to tell me that he probably wasn’t going to write a ticket. He asked what we were doing ‘around these parts’, stuck his head in the car to look around, took note of the cooler, over night bag, and pillows and confirmed that we were indeed on a road trip.

My husband got out of the cop car, comes back to our car. I asked if he was okay…. Silence. I asked “what did he say to you?”…. Silence. Finally, he proceeded to tell me that the cop asked if he’d ever been to jail, did he have any warrants, ran his license, asked what he was doing ‘around these parts’, and asked if he’d ever been here before. He told him that this was a warning, to turn on his lights and have a good day.

We drove up the highway silently in disbelief about what happened. We arrived at my grandparent’s home, told them what happened and began a discussion about where we’ve come from, where we are, and where we’re going. My dad ended the conversation with these encouraging words: “You did the right thing. You were respectful, and you didn’t loose your cool. Not many in the same situation would’ve handled it like that. You didn’t give them the satisfaction they were looking for.”

Until this past weekend, I had only heard about these stories through my grandparents, parents, aunts and uncles…never did I expect for something like this to happen in my generation. We’ve come quite a long way, but this weekend proved to me that we have a long way to go!!

Ileah’s Inspiration Station Take-aways:

• Don’t let the ignorance of others affect your integrity!
• No matter what the situation, always do what’s right, when it’s right, because it’s right!
• Don’t get bitter, GET BETTER – The best revenge is success!
  
  

Allen's Landing

by Allen Caudle, Shelton & Caudle
VOLLMER Crisis Communication & Training Division

As a Crisis Communications Counselor, when business is good, everything that flows into my office is gloom and doom. Recently, I found myself simultaneously working on clients facing protests in front of their property, embezzlement of millions of dollars by a trusted employee, reports of product tampering in a food product and a drug deal gone bad in a room of one of our hotel clients. And all the while, the national news was reporting that the economy is in a death spiral and we will all lose our homes and savings due to bank failures. I almost was afraid to answer the phone.

Then, I received divine guidance from an unexpected source; a flight attendant who was merely repeating words she chants at least four times a day, “Place the oxygen mask on yourself and then help a passenger who may need assistance.” So, I took a deep breath and reminded myself that business was great, no matter where the national economy may or may not be. And doing that, I began writing emails to all my clients facing crisis situations. I reminded them their business was good and reviewed with each the steps we would take to work through their current crisis issues and return their business to normal.

Take time today to remind yourself of the good things you’ve contributed to your organization and then do a little public relations for yourself, share that thought with a co-worker. The good news just might spread all the way to the doom and gloom reporters of the economy.

Grumble Grouse Gold

by Helen Vollmer, VOLLMER Houston

Ah, the Glorious 12th!

At least that’s what today is called in the UK as Red Grouse season begins. In listening to NPR this morning, it would appear that this is a huge economic deal in rural areas of Brittania as hunters take to the field to stalk field birds. I think for the rest of us, we should take a more literal approach to the term Grouse Season and use it to complain about more frivolous but still newsworthy items.

For example, where is the news coverage during the Olympic Games? While I’ve been a total couch potato watching Michael Phelps rack up his well deserved medals, I periodically have been searching , mostly in vain, for real world events. Come on, news media—something HAS to be happening in the world that deserves more coverage. Also on my grouse list—on a more mundane level—is why Americans don’t get more vacation time. Has anyone else out there tried to find anyone doing business in France lately? If the EU can all go to the beach in Torremolinas for the month of August, why not us?

One more grumble before I let someone else take the mantle of Grouse Season. Coming from a South Texas hunting family, I think all you anti-gun folks should thank hunters for helping to keep game populations under control. You folks living in Austin who have deer munching your gardens know what I’m talking about. Hunting—whether its deer or grouse—is a great sport if done responsibly. The rule in our home is if you kill it, you clean it and you eat it. And as for sport—oops, it brings us full circle back to the Olympics again—anyone been watching the shooting events?