Healthcare: The New Buzzword

by India Chumney-Hancock, VOLLMER Houston

Who knew that healthcare could be so interesting? In just a few short months healthcare has become the new buzzword with everyone from the media, government, employers, the industry, community organizations, kids and seniors all talking about affordable, accessible healthcare. Spring 2009 will be an interesting ride as hospitals, health plans, physicians and drug companies set forth their agenda and strategies for sitting at the table with policy decision makers.

There are many healthcare organizations praising the economic stimulus bill, which includes at least $150 billion for healthcare. But let’s not get too excited just yet. President Obama just announced a budget that creates a 10-year, $634 billion ‘reserve fund’ that partially pays for a vast expansion of the U.S. healthcare system.

Where’s the money? The funding will come from trimming tax breaks for families with incomes above $250,000 and tightening payments to insurers, hospitals and physicians.

What do we do now? Senior executives need to be mandating that their communications and public advocacy departments collaborate now more than ever before. Obama’s interest in healthcare policy will fuel media interest and organizations need to get in front of the new administration and legislators to establish relationships with them.

The partnership between communications and public affairs will require a strategy that not only positions organizations, but defines them as well. The health care reform debate will require healthcare organizations to take an active role in finding innovative ways to engage key stakeholders and encourage them to get involved.

Below are a few things to consider before your company or organization develops its action plan:

• The key to success in today’s world is honest talk across all audiences in everyday communication. The organization that stands by its culture, business models and core values and makes sure that its internal and external communications are entirely honest, genuine and transparent will be the trusted partner.
  
  
• Really consider social media such as blogs, text messaging and mobile networking that provide a forum to communicate facts and share opinions on many of the issues in healthcare policy. Realizing that it must be used responsibly, in compliance and for the benefit of the public.
  
  
• Encourage key stakeholders to get involved not just by writing a letter, but by asking hard questions, spreading the word, and providing feedback.
  
  
• Consider partnerships and collaborations with advocacy organizations that may help your company tell the facts and story in a stronger way.
  
  
• Knowledge sharing can provide an effective way to not be seen as just an insurer, hospital or physician but as an organization that is leading the healthcare conversation.
  
  

And the winner is . . . .

by Helen Vollmer, VOLLMER CEO

So “Slumdog Millionaire,” Kate Winslet and Sean Penn are big winners this year (http://www.oscars.com/). Hooray-- it’s award season! Most industries (not just the entertainment world) are in the throes right now of submitting their work or nominating their people to be recognized by their peers. Heck, as a past winner I’m even headed to New York in a couple of weeks to judge the upcoming Public Relations Society of America’s annual Silver Anvil entries (http://www.prsa.org/). Awards madness is everywhere I look.

So the real question I always ask about this time as our staff is busily preparing award entries is “who cares?” Does all the effort that goes into submitting awards pay off? Is there any payback for winning? Why are we taking our eye off the ball to pat ourselves on the back?

I really struggle with this every year. I come from the school of if you do really good work that should be enough reward in and of itself (how German of me). But I’ve come to realize that it’s really not about the awards; it’s about celebrating achievement, having pride in your work and often times overcoming odds to succeed.

Researchers cite that recognition by our peers is more valuable than monetary rewards—it is an engine that motivates us to persevere and to continue striving for excellence in all things. In fact, an article in Psychology Today (www.psychologytoday.com) by author Peter Doskoch comes to the conclusion that “passion and perseverance may be more important to success than mere talent.”

Grit counts. It just might be character as well as talent that not only wins awards, but rules the day. And character, my friends, may be inherent to some degree but clearly often blossoms under the guidance of parents, relatives, teaches and coaches, spiritual leaders and yes-even bosses-when they encourage individuals to be the best they can be, to learn from failure, to think independently and to feel good about themselves.

We have a client, Sheila Aron, who has just written a wonderful parenting book, “I’m Glad I’m Me, Weaving the Thread of Love From Generation to Generation” (http://www.amazon.com/) that is meant to read out loud to children. The premise is that in a given day there are many opportunities to tell someone they are loved or to build their confidence and self-esteem. Building character and getting people to believe in themselves can be hard work that takes consistency and perseverance in and of itself. And this is a lesson that not just children need to hear.

It occurs to me that entering awards this season, perhaps more than in years past, may be more meaningful than it has been in awhile. Reflecting positively on our accomplishments gives new relevance to our life’s work, whatever that may be. So much the better if we actually win awards and our peers acknowledge our success.

But whatever the outcome, entering an award-no matter how time consuming the entry-gives us pause to reflect all that we are capable of achieving as human beings. We just need to continue to believe in ourselves, find passion in what we do and persevere. We are all winners-right, Mickey Rourke?

A Fresh Face for Spring: Creating a Facebook Page for Your Company?

by Mary Kate Smither, VOLLMER Dallas

With all of the social and digital media tools available today, wading through the options is daunting enough personally, much less for business purposes. But these tools not only provide a great way for people to connect with current and long-lost friends, relatives and former classmates, but also for businesses to connect with a variety of audiences, including customers, investors and employees.

If you’re looking for new ways for marketing to employees, customers and other groups Facebook may be a great tool for your business. As one of today’s most popular social networking tools with 175 million active members, Facebook offers businesses the opportunity to set up a no-cost fan page that can quickly engage their specific target audiences.

Be aware, though, that as with any social networking tool, Facebook requires attention, upkeep and ongoing networking just as with any successful professional relationship. It’s important to keep in mind, too, that Facebook is not a venue to sell more widgets, but an opportunity to join the conversation and engage with fellow networkers about your company and industry for feedback and insight. Listening is just as important as participating.

In addition to offering access to millions of members, the great news is that setting up a Facebook page can be very simple and allow other Facebook members to become fans of your page. Once they are fans, your company name and logo will appear on their Facebook pages. Companies that have jumped into the mix by developing Facebook fan pages include Southwest Airlines, Ernst & Young, the Travelocity Eco-Bunnies, Harley-Davidson, Reebok, W Hotels Worldwide and Jeep.

Following are some quick tips for setting up and maximizing a page for your business.

• Determine a name and category for your page. Whether you want it to be the actual name of your company, or something that represents your company, choose your page name as well as your category carefully as they will be permanent and the goal is to attract fans who are truly passionate about your business and its industry.
  
  
• Add photos and video. Adding colorful photos or graphics can greatly enhance your Facebook page and show your business’ true personality. Your company logo, photos from company outings, of customers, your company in action or videos of your latest products are just a few examples of the content that can easily be added. Giving your fans a sneak peek into your business adds excitement and offers them a flavor of who you truly are.
  
  
• Add company-specific information. Make sure to add links, whether to your Web site, product pages or other social media tools such as your company blog, Twitter feed or YouTube videos. It’s important to also add basic information such as your company address and phone number so that people know where you’re located and how to easily contact you outside of Facebook. Also, are you a travel company that offers great deals or a retailer introducing a new product line? Be sure to include information that lets your fans know what you’re up to.
  
  
• Explore the applications. Facebook offers tens of thousands of applications that can enhance your fan page, and it also offers the opportunity to create applications that reflect your company, creating the opportunity to further spread across Facebook users’ pages. Whether you’d like to develop a poll, offer the ability to make reservations or enable maps to your company locations, adding applications improves your page and engages your fans.
  
  
• Keep updating. It’s important to remember that your Facebook page is a living document. Adding new content such as upcoming events, a contest, new photos and new product offerings gives fans a reason to return to your page, share your information with fellow Facebook users and add their own posts. It’s also a great way to attract new fans. Build brand advocates by allowing fans to add their own content and continue to engage your fans on a regular basis. Let your fans know that there are real people behind the page ready to talk and listen.

Once you’ve conquered the tasks of creating your Facebook page and committing to regular engagement, Facebook offers a variety of other business tools you may want to explore to further enhance your company’s social networking experience. Businesses can develop and optimize advertising opportunities while utilizing Lexicon graphs to effectively track Facebook user trends. Draw Facebook members back to your Web site through a sharing capability that allows your content to be easily linked back to Facebook, and the recently launched Facebook Connect platform allows users to directly connect their accounts and information to your Web site.

Developing a Facebook fan page is only the first step in what can become a multi-functional tool for marketing your business to build buzz, gain brand advocates and help meet your business goals.

Is That Spinach In Her Teeth?

by Judy Haveson, VOLLMER New York

Do you multi-task while on a conference call? Do you constantly ask the person to repeat their question because you are not paying attention? Do you ever put the call on speaker and go down the hall to get the document you just printed? If the answer to any of these questions is yes, join the rest of us!

Now imagine if we did all these things, but the meeting is over video. We are all so busted, not to mention downright rude in the eyes of co-workers, clients and other meeting attendees. Welcome to the world of video conferencing.

In fact, now more than ever video conferencing has big benefits for business during a troubled economy. The Association of Corporate Travel Executives (http://www.acte.org/) recently said that 71 percent of its member companies were planning on spending less on travel this year compared to 2008. In order to still have face-to-face meetings more companies are turning to video conferencing and online training*. Not only are they slashing travel costs, but improving their “green” footprint. Reducing travel is forcing employees to learn a whole new set of meeting etiquette. And if you’re one of those “mute button, multi-tasking” conference call attendees the following are must-read tips and advice for participating in video conferences.

• Dress appropriately – you wouldn’t attend an in-person meeting dressed in your sweatpants so don’t think it’s a good idea for a video conference either. Proper business attire is a must, as with any in-person meeting. Along these lines, consider NOT wearing bold colors, stripes or other crazy pattern or dangling earrings that might interfere with the monitor or make it hard for other viewers to focus.
  
  
• Finish your meal – it’s usually a good idea not to eat during video conferences so everyone doesn’t see what you’re eating…or how you eat it. You never know when there will be something in your teeth that will now be magnified in HD quality for the entire room to see.
  
  
• Don’t use the video camera as your mirror – more awkward then looking straight into a camera and seeing your face in a large monitor is having others look at that same person fixing their hair or makeup and wondering if they look okay in front of an entire room of people. Check yourself before the meeting.
  
  
• Look them in the eye – as with all meetings, if you’re speaking look at the person you’re addressing, whether it’s to the group through the camera or those in the room. And if you’re listening, look at the camera, otherwise you’ll appear to not be paying attention.
  
  
• Mind your manners and use common courtesy – be prepared, be on time, pay attention, don’t check the Blackberry or work on another project, and don’t leave the room…everyone will see you!
  

Video conferencing can cut costs, improve productivity and communication but, like any other technology, it must be used properly. Following these basic guidelines will go a long way toward making all your future video conferences a success.

*For more on online video conference training, contact Tony Shelton at Shelton & Caudle Communication Training & Crisis Counsel, a division of VOLLMER.

Love & Kisses

by Carolyn Mayo, APR

Hey – get your mind out of the gutter! I’m not referring to office romance or carnal love here (even though February’s main attraction is Valentine’s Day) . . . I’m talking about the love that makes the business world go round. Clients, customers, employees and partners alike all need to know that you care and there is no better time than the present to nurture the relationships that can make a difference.

You won’t be alone. A nationwide survey of chief executive officers by Vistage International, the world’s leading chief executive organization (http://www.vistage.com/), reports that at a whopping 47 percent customer retention and growth is the top business strategy for thriving/surviving 2009. This is more than double the next strategy of tighter management of cash flow. According to business consultant and executive speaker Howard Hyden, customers go away for just five reasons. At the top of the list lies the “I don’t care” attitude of indifference by an employee or key contact.

And, it’s ironic to note that the best way to show ‘em the love is the KISS variety (“keep it simple, stupid”)!

• Say thank you – make sure clients and customers know you appreciate their business, that your employees and partners understand you appreciate their commitment and hard work. I received a handwritten note from a someone thanking me for VOLLMER’s business at the beginning of the year. It stands out in my mind more than any one of the holiday cards that were stacked on my desk.
  
  
• Make them look good – it has nothing to do with conceit. It’s a basic human desire to look good and sound smart to bosses, co-workers, family and friends. Well crafted “kudos” can go a long way in lifting spirits and bolstering self esteem.
  
  
• Do unto others . . . think about the things that you value in a business relationship and pay it forward. This theme was celebrated in the book Pay It Forward by Katherine Ryan Hyde which was made into a movie starring Kevin Spacey and Helen Hunt in 2000. It has spawned the growth a foundation (http://www.payitforwardmovement.org/).
  
  
• Do your homework – demonstrate your commitment by being prepared, thinking about future needs and having your facts straight.
  
  
• Look for face time – this is not the time to hide behind emails, after-hours voice mails, blog posts or Tweets. Make it authentically face-to-face when possible. It’s harder to say no to someone who’s looking you in the eye and whether you are in sales, media relations or leading a company . . . you want to get to “yes.”
  
  
• Phone home -- in the absence of information, one of three things will happen: 1) people will think the worst; 2) they’ll spend time talking amongst themselves; and 3) they’ll make something up to fill the void. This is true in good times and bad, but it can be especially damaging when you really need to keep moving efficiently.
  
  
• Treats work – tokens of appreciation, reward or even commiseration form a bond especially when it’s personal. A double-shot espresso delivery for the employee who stays up late working on a project. A handful of daisies for the client who needs cheering up. An impromptu “jeans” day for the straight-laced corporate office. The treats don’t have to be expensive, just meaningful.
  
  
• Smile – even when you are on the phone. It’s contagious – just try it. Smile at someone on the street, in a busy airport or right before a big meeting. The concept of behavior modeling or mirroring is well established and a common practice in behavior modification in children, but it works adults as well. Go ahead and smile at someone. See if they don’t smile right back.
  
  
• Take care of number one – that’s right; you also have to make sure you take care of yourself and feed the body, mind and spirit. We know it’s true, yet time and again, we end up putting ourselves at the bottom of the list. Need some help? Just Google “life balance” and a mere 24 million results will pop up. Here’s a couple to get you started if you need a nudge. http://www.mayoclinic.com/health/work-life-balance/WL00056 http://www.webmd.com/balance/guide/5-strategies-for-life-balance.

So get out there and spread the love.

SWAK (“sealed with a kiss” for those of you that have forgotten!),

Your VOLLMER Valentine

Texas Leaders Make Do With Less

by Linda Edwards

The pinch you’ve been feeling in the wallet is now a giant pinch in Austin as the economic slump finally hits Texas government. Although Texas is faring better than most states due to fiscal prudence and the days of four dollar gas, the state’s budget is estimated to be about 9 billion leaner this biennium than last.

While the House got off to a harmonious start with a new speaker last month, there was no peace pipe passed in the Senate where the first two days drew partisan bickering over rule changes to facilitate voter ID legislation. Yet with brand new leadership in the House, the hope is the focus will be more on the merits of tough choices and less on political scorekeeping.

That said, Senator Kay Bailey Hutchison will be keeping score when it comes to the performance of Governor Rick Perry as the two are expected to square off in the Republican primary for Governor next year. Likewise, Lt. Governor David Dewhurst may have his next bid for higher office, yet to be declared, on his mind as he leads the Senate this session.

But the new Speaker, Joe Straus III, says he will push politics aside for the good of Texas. “Collaboration is the key to success in this session,” Straus said. “We will create an atmosphere where everyone’s voice can and should be heard, a place where we respect each other’s point of view.”

Some issues lawmakers are expected to consider are:

1. Merging the troubled Texas Youth Commission with the Juvenile Probation Commission;
   closing expensive institutions for the mentally retarded in favor of community living
2. Reducing emphasis on a single classroom test
3. How to effectively continue to the Texas Windstorm Insurance program
4. Energy solutions such as solar panels
5. Expansion of gambling

Anyone wanting to influence state legislators has a limited time to do so. The workload will pick up for lawmakers as the session moves forward, so any communications must be early, planned, brief and to the point. Many industries and organizations already have hired us and other communications professionals to help with their messages and how to best deliver them. A little bit of preparation and coaching goes a long way with this busy body.

Alternative Energy, Not Such a New Concept

by Tony Shelton, President Shelton & Caudle Communication Training & Crisis Counsel

Coal as the latest in alternative energy?

It was in the Middle Ages, when coal arrived just as the last trees in Europe were being chopped down for heat and cooking fires. More than 400 years later, Alexander Graham Bell was brewing up ethanol from corn as an alternative to coal and oil, which he thought were in short supply.

In fact, one reason petroleum had come into widespread use was that those mobile sources of whale oil were running low, too.

Now President Obama says he wants to eliminate our current imports from the Middle East and Venezuela within 10 years. How to do that: put a million plug-in electric hybrids on the road by 2015, ensure that 10 percent of our electricity comes from renewable sources by 2012, and lots and lots of weatherizing of homes and public buildings. Wind and water power, nuclear, gasoline-electric hybrids and brand new forms of energy will all be needed to end our "addiction" to petroleum.

Ethanol from corn, which seemed like such a good idea to Bell and to many in the U.S. just a few years ago, is now falling out of favor. Questions have arisen about a possible impact on food prices and the real cost to the environment from all the energy and petroleum products used in fertilizer and the farm equipment needed to cultivate and harvest the corn, then haul it to the processing facility.

Several U.S. companies are looking more seriously at other sources of cellulosic ethanol, which can be derived from a variety of not only food stocks, but many plant materials. For instance, Brazil has had an ethanol fuel program since the 1970s. Where the U.S. focused on corn as the feedstock, Brazil used sugar cane. These days in Brazil, there are no cars that run exclusively on gasoline. Of course, this effort relied heavily on government subsidies, just as has the industry that produced ethanol from corn.

The recent slide in oil prices has caused many in this country to think less about alternative energy. But a time when energy is relatively cheap is just the time to invest in all the alternatives we can think of. Almost everyone we know in the energy sector is busy doing just that.

Conservation alone won't get us where we need to be, and sooner or later, oil prices will have to go back up. One more big Middle East crisis could all but ensure that. Now is definitely the time. Besides, going back to the Middle Ages doesn't seem that appealing, and the whales would appreciate it if we would keep looking elsewhere, thank you.

Why Travel Now?

by Amanda Borichevsky and Kim Tillinghast

On the heels of months of news headlines warning of skyrocketing fares, new airline fees and reduced availability, many consumers and businesses seem to be rethinking travel plans. However, contrary to popular belief, this may be the best time in a long time to grab your bags and experience a journey. With gas prices down and some sectors of the hospitality industry practically willing to “throw in the kitchen sink” to fill capacity, the reality is that right now there are more deals and discounts than ever before to take advantage of when the travel bug hits.

Why buy now?

• Because when the economy dips and demand decreases, deals abound – if you know where to look. Many consumers battle with “flight fixation,” operating under the assumption that airfare is the most expensive or important component of the vacation. Au contraire, as a multi-night hotel stay typically devours most of the travel budget and THAT, coincidentally, is where we’re seeing the best discounts. Take advantage of hotel packages that include transportation and added-value extras, leaving more room for higher airfare costs.
  
  
• When times are tough for hoteliers, you can often travel like the rich and famous. Some of today’s great hotel discounts will enable you to experience a four-star hotel at two and three-star prices. In cities like Las Vegas, it’s not uncommon to find that the five-star hotel of your dreams is finally a reality. One of VOLLMER’s travel clients, the high-end W Dallas – Victory hotel, has enhanced some packages to include everything from free breakfast and cocktails to hotel spa services, along with some steep discounted rates that can span weeks at a time.
  
  
• Despite many airline reward programs falling by the wayside, travelers should think beyond the bulkhead seat to maximize frequent buyer rewards via hotel chains, cruise lines, online booking engines and more. For example, the Travelocity® Rewards MasterCard allows consumers to earn points that offer instant credit back when they reserve flights, hotels, car rentals or combined packages on the site.
  
  
• Fortunately, some economic developments lend themselves to increased domestic travel, such as lowered gas prices. Road trips are making a comeback, allowing travelers to explore multiple regions on a budget. Industry experts like Texas Tourism, another VOLLMER client, are offering experiences that add value without cost, such as the podcast walking tours available for download on TravelTex.com. These free podcasts offer guided audio tours to select areas of Dallas, Fort Worth, San Antonio, Houston and Corpus Christi.
  
  
• On an international scale, travelers no longer have to cross distant destinations off their lists thanks to a strengthened conversion rate. However, even thought the dollar has gained strength in popular tourist destinations like Europe and Canada, a recent survey of travel agents in USA Today showed that five of the top ten projected international destinations for 2009 are in Mexico, with the remainder dominated by Caribbean cruises. Perhaps travelers need not be so gun-shy about Europe, Asia and beyond.
  
  
• For business travelers and professionals who simply MUST stay connected, hotels worldwide offer amenities allowing them to remain “plugged in” virtually anywhere. Whether conducting business via hotel-wide Wi-Fi or from a poolside executive cabana, business travel can turn into leisure travel (or vice versa) with the click of a mouse. Another helpful trend for today’s worker bee, according to human resources consultant Hewitt, is that it’s becoming more commonplace for employers to offer bonus vacation benefits and to allow employees to roll vacation and sick time into one single pool, making it easier to capitalize on hard-earned time off than in years past.
  
  
• For the millions of people searching for ways to give back but who can’t seem to scratch out the time amidst the daily routine, “voluntourism” is an increasingly popular travel trend for individuals and families alike. It allows consumers to visit exotic locations while still benefiting a local community, maintaining focus on environmental and social responsibility, and creating a more fulfilling experience as a result. Dozens of hotel chains and tour operators have dedicated their mission statements, efforts and proceeds to support all of the above, including offsetting carbon footprints created by airplane fuel, or donating a percentage of proceeds to local communities or charitable organizations.
  So, don’t forget the upsides of traveling now.

By taking advantage of some of the aforementioned budget-maximizing trends, travelers can get the most of their mileage, whether for business or pleasure.