Monday, July 30, 2012

Becoming a Member of the Family

Bookmark and Share By Helen Vollmer, President, Southwest

A recent article in the New York Times lauded the efforts of young scions of upper crust families who are becoming known for their philanthropy. It made me start thinking about my own roots in giving back to the community and why some companies—Edelman included—have philanthropy as part of their DNA and others don’t.

In my case, growing up as a fourth generation Texan in San Antonio, my family took seriously the responsibility that came from helping build a community from the ground up.  As a member of the Junior Conservation Society I learned that in preserving the past we build foundations to protect the future of a place. I was hooked at the age of 10 to appreciate my surroundings and to support those in need. Over the years, I’ve volunteered, given financial donations and sat on boards at many organizations that were meaningful to me and those close to me.
 
But in joining the Edelman family almost two years ago, it’s been a homecoming to see how this particular company – the world’s largest public relations firm which, by the way is family owned – has a legacy of giving back. This year, our 60+ offices worldwide are engaged in a “Summer of Service:” 60 days of volunteerism to support hunger and poverty alleviation.  In honor of founder Dan Edelman and the company’s 60th anniversary, the Daniel J. Edelman Family Foundation will provide up to $100,000 to match funds raised by our offices to support the United Nations World Food Programme.

Giving comes from the heart.  But I’ve found that it really does start with being part of a family, however you define it:  blood relatives, work colleagues, your neighborhood, school, or a social or religious group that connects you to larger bedrock of humanity.  Philanthropy is about inclusion. It’s about respect for each other.  It’s about dignity and what we leave the next generation as part of our own legacy.  You certainly don’t have to be born wealthy to give.  Most of us aren’t.  It takes very little effort to throw a lifeline out to others in need.  So, wouldn’t it be nice if we all joined the family of man this summer by giving just a bit more in time, service or money?  Let me know what you think.

Columbine Survivor Offers Message of Hope to Aurora


Bookmark and Share By Liz Carlston, Account Supervisor, Silicon Valley

Editor’s Note: Liz Carlston, an Account Supervisor in Edelman’s Silicon Valley office, is among those who survived the 1999 massacre at Columbine High School in Colorado. Liz developed the following column to offer a voice of support and hope to those impacted by the recent Aurora movie theater shooting. This piece was originally published by The Daily Beast, and can also be read here.

I am so sorry.

I am sorry for the lives that were lost. I am sorry for those who have been physically and emotionally wounded. I am sorry for the heavy sense of grief and shock felt in the Aurora community.

As a Columbine survivor and graduate, knowing firsthand what it is to encounter unprecedented violence ending in a shattered sense of reality at the graveside of friends and neighbors, I am sorry.

Since the 1999 shooting at Columbine High School, I’ve been blessed to move forward and ultimately choose a joy-filled life. At work on Friday, I learned about the Aurora movie-theater shooting, and my heart broke for the families and victims.

Because I had been there before, I knew that people needed to hear that it would be OK. Thirteen years ago, I didn’t have that confidence, but I want those in Aurora to know that it will be OK. An incredibly difficult journey lies ahead, one that you didn’t choose, but don’t you give up.

I was in my math class at Columbine on April 20, 1999. I was a junior, and my varsity basketball team had just completed our first winning season in 12 years. That morning, I escaped from the school with my classmates at the prompting of a strobe-lighted fire alarm after shots rang out. At the end of the day, 25 people lay wounded and 15 others were dead, including my basketball coach Dave Sanders.

In the initial days, I functioned half-humanly. Sleep was hard because the nightmare of the shooting would play out in my dreams. At the conclusion of a memorial service, I inexplicably burst into uncontrolled tears, and I couldn’t stop heaving. The shock creates a weird scenario where life stands still for you but moves right along for everyone else. This is normal. The fact is, there is no normal when something like this happens—and that’s OK.

Talk and give others the opportunity to listen.

Early on, my church hosted therapist-led focus groups where we gathered in classrooms to talk, sitting in a circle of eight to 10 students. I hated it, but talking, listening, and understanding what others saw was essential to healing. I told my story so often I was sick of hearing my own voice! At home, I eagerly waited for Aunt Karen’s daily phone call. She would ask how I was and let me talk, and talk, and talk. I felt like my experience mattered in some way, and the burden wasn’t mine alone. Tell your story. You’ll heal with each retelling.

Find gratitude.
Basketball was my life before the shooting, but after Coach Sanders was killed, I found it hard to play. Every time I picked up a ball, I’d think of Columbine. It felt so unfair to have another thing I loved taken away. However, time passed, and I started playing again. I began associating basketball with Coach Sanders, a hero who gave his life to save so many. What a great tribute that is. Having gratitude has given back a passion I truly love. Through tribulation we are made stronger.

Never, never give up.
I recently visited the U.S. Holocaust Memorial Museum in Washington, D.C. The experience was sobering, and I was touched by a video featuring a few survivors. One face was familiar; she had visited Columbine in 1999. After years of living in a concentration camp, losing her family, and emerging as one of the sole survivors of a death march through Germany, Gerda Weissman Klein’s words are so significant: “Never, never give up.”

“I’d been in a place for six incredible years where winning meant a crust of bread and to live another day,” she said. “Since the blessed day of my liberation, I have asked the question ‘Why am I here? I am no better.’ In my mind’s eye, I see those years and faces of those who never lived to see the magic of a boring evening at home. On their behalf, I wish to thank you for honoring their memory, and you can do it in no better way than when you return to your homes tonight to realize that each of you who know the joy of freedom are winners.”

Her visit to Littleton had such a profound impact on me. At times I would sulk in grieving the loss of friends, an innocent view of the world, and the profound impact the shooting had on my family. In that period I thought life would never be the same and that I would be emotionally damaged permanently. Then came Mrs. Klein, a living, breathing example of one who endured extraordinary hardship and endured it so well. We exchanged letters, and she always responded with more encouraging words. This is an individual whose example I followed and whose light helped lead me from a dark place.

Reach out and love.
On Monday a family stopped by the Aurora memorial with flowers. Asked why they came, despite having no direct connection to those involved, they said they felt compelled to pay their respects.

“If the shooter thought he would break us with fear and sorrow, he was mistaken,” they said. “He only made us stronger in our awareness, commitment, and love for others in our community.”

This is the greatness in tragedy—people responding with love, open hearts, and helping hands. There is so much good to do in this world, so many kind words to say, and a willingness to help another person on their way. Take it one day at a time, don’t give up, and remember, it will be OK.

Friday, July 27, 2012

What Every CEO Needs to Know about Corporate Reputation

Bookmark and Share By Tracey Gordon, EVP & Senior Strategist, New York

No CEO can ignore the public reputation of the company they lead.

But, how do you get a great reputation? And when you have it, how do you keep it?

A good reputation is the gold standard of the business world. It speaks to the DNA of an organization, and for the great companies it’s a matter of getting a lot of things right. Sure, a company can have a reputation for a single measure: financial health, management, a successful product line, what various constituencies – employees, investors, other executives, media – think of you. But, it’s getting most, or all of these right, that CEOs strive for.

They also know that bad reputations are hard to unwind, and even getting back to neutral will have high costs, not just in dollars, but also organizational pain, morale and time. Think of some of the companies, Toyota for example, that have had to get back to neutral, so they can rebuild its reputation.

This piece focuses on the positives, but one last reminder of what negatives can do to a business. Think of them as the corporate equivalent of termites. It may start with one, but it rarely remains so. They arrive one day, and next thing you know they’ve chewed away at your supporting walls. It’s hard for any company to stay upright with a full blown attack.

That’s why building a stellar public reputation is worth the effort.

Fortune Magazine does an excellent job compiling its “World’s Most Admired Companies,” list. Anyone interested in building corporate reputation, should take a look at how companies get on the list.

But, it’s the ones that stay there, year after year, that are truly remarkable and set the emulation benchmark. It’s not easy, and as Fortune itself says: “The only thing harder than gaining admiration from peers in the corporate world, is maintaining it.”

Here are a few recommendations:

It starts at the top
There are a lot of factors that go into the broadly defined mix that makes up reputation, and a lot of people have a stake in building one for the company. But the CEO has to be the champion and set the tone, both in defining the company’s values and what it has achieved. How do you separate what Steve Jobs stood for in terms of creativity and engineering ingenuity, and what the company delivered to its customers or its shareholders. Or Berkshire Hathaway from Warren Buffet; Amazon from Jeff Bezos. All three have been in Fortune’s most admired for years, Apple number one for four years straight.

Remember your employees are your best ally
Nothing replaces the bond employees have with the company they work for. You cannot overstate the importance of this core stakeholder in building and sustaining a positive reputation. Today, employees are not just the people that work for you. For many companies, they’re also customers, shareholders, and digital commentators through social media. Care for your employees, and you will find that they will care for you right back.

Everyone is watching you…all the time
Every interaction, every piece of communication, every interview belongs in the reputation bucket. These days, the blurring of audiences makes reputation management a cross-functional initiative. It can no longer live in one department. CEOs and their management teams must recognize that reputation seeps across and affects many parts of the firm, including all the business units, marketing, product development, PR and investor relations, how the regulators deal with you.

If you’re a company that is talked about, everything you do touches your reputation. As communications people, we’re very aware that one of the biggest challenges is keeping things inside the corporate beltway. There are the official watchers of course – media, buy and sell side analysts, researchers – who scour every nook and cranny of your business. But, today, individuals have equal power.

In a digital “share it all” world, years of hard work can quickly come undone by even the smallest things that escalate into big things. There was a time when a frustrated customer with a bad experience, would at the most, write a letter. Today, the experience is tweeted before she leaves the store or hangs up after a frustrating service call.  No one waits for consent to take action any more. The airlines have found this is out, as frustrated passengers start transmitting images of chaos from a plane that has been delayed several hours. That’s why they have teams of social media watchers monitoring every tweet and post.

A medieval English clergyman, said it best: “A reputation once broken may possibly be repaired, but the world will always keep their eyes on the spot where the crack was.”

A reminder that you can come back, but people remember, so don’t let the crack happen in the first place; even the best plaster job can’t really hide a reputation hit.

How Americans Use Their Smartphones

Bookmark and Share By Tim Hayden, Senior Vice President, Mobile Strategy

As the world goes “wireless,” more Americans are turning to their mobile phones as the primary device used to communicate, shop and discover the world around them. I don’t know too many folks who would disagree that we have become dependent on mobile technology to make it through our day, traverse across town, searching for the love of life and lifestyle fulfillment. At the same time, I don’t know that I’ve ever sat in a room full of mobile “experts” who agree on the direction of growth trends and behavioral usage of smartphones and tablets.

Enter the good folks at Edison Research and Arbitron, who were generous in sharing with me an advance copy of The Smartphone Consumer 2012, data resulting from a wonderful sampling of questions posed via telephone in English and Spanish to 2020 Americans, aged 12 years-plus. Oh boy, this data tells a story, and here are a few highlights with commentary for your enjoyment:

Half of [US] Cell Phone Owners Have a Smartphone
This has been substantiated and qualified by a number of research firms and analysts as the true tipping point for smartphone usage in the US. Businesses are far from prepared for the 2/5 of customers who seldom go anywhere without a pocket computer that is (almost) always connected to the Internet. Even less are they prepared for a workforce that expects the same efficiencies found on an iPhone to be at arm’s length while seated at a desk. Frustrations are sure to mount, as EVERYTHING must be made easier as our devices become “smart.”

Nearly One-Third of Smartphone Owners Purchased Their First Smartphone in the Last 12 Months
It is not just that we are awash in a landslide of adoption, but that it’s a very muddy one at that. As the price of the device planes out and all-you-can-eat data plans are still sub $100/month, those marketers who are investing heavily in native Android and iOS (Apple) applications and systems cannot be confident in that landscape being the status quo. The study shows that while 22% of the smarties are Android, 17% are iPhone and 16% of the market belongs to (8% each) Blackberry* and Windows operating system devices. Think about those numbers when iPhone had just 9% this time last year…many an American whose two-year carrier contract is expiring today walks into the phone store, past the iPhone display and/or is not crazy about Google seeing everything she or he does on this most personal of devices. This is far from a two-horse contest, race fans.

I often quip that smartphones are the “personal information kiosks” where consumers search for answers and information they need right now. A few other telling answers to this question are: 1) yes, we do use the internet in our pocket more than apps or social media; 2) a challenging game or one that flexes our creativity helps pass the time as well as anything; and, 3) our voice calls and text messaging dominate our time on the device. Do you have a mobile-friendly website? Do you offer “click-to-call” buttons on your most popularly searched landing pages? If the answer is “no” to either one or both of those questions…fix it, tomorrow, and do not pass “go.”

Nearly Eight in Ten Smartphone Owners with a Facebook Profile Access it through Their Phones
It is yesterday’s news that Facebook has a challenge in monetizing the mobile audience. What’s compelling is that more (51%) of that audience accesses the social network via their phone than (45%) those who access it via computer or laptop. 4% of smartphone owners access Facebook from their tablet, and I’m sure that’s because when it comes to the “lean back” experience of tablets we are more often reading or shopping, not communicating or socializing. More on that observation on this blog soon, I promise.

Half of Smartphone Owners Use Voice Commands on Their Phone
While the frequency of using Voice Actions for Android or iPhone’s SIRI is still not highly consistent in everyday use, this points to a larger reality I’ve had my eye on since we started the move from QWERTY keyboards to a touchscreen input method on mobile devices. Humans are not wired to type or read text on small illuminated screens; rather, we are programmed to have a voice and use it to communicate. How often do you mouth the words to those you type? Just wait, we are less than five years from when our cameras and voices become the dominant way we share stories in social media and engage in peer-to-peer communications…and it will feel so very natural, humans.

Smartphone Owners are Heavy YouTube Users
It is logical to think that the consumer who can afford to “adopt” a smartphone and its accompanying technology is of the same market segment that first had broadband connectivity in their home. However, there is another natural progression found here: the “untethered” (liberated from desk and computer screen) consumer is also becoming more tuned for face-to-face and animated experiences in the offline world. This will increasingly cause consumers to search for visual experiences that communicate to them in a similar way, video especially.

Check it out for yourself
I’ve only brought to you here a few of those observations I find most intriguing with this study. There is a game changing phenomenon happening today with the proliferation of smartphones and tablets, and it extends further and more pervasive than anything since the Internet first blew our info-greedy minds. I encourage all marketers, communications and technology professionals to be diligent in rationalizing anything you read about the mobile revolution, and I believe this is one of the most telling collections of data you will find anywhere.  Go, now, over to the Edison Research website, where you can find the answers to all 40 questions included in The Smartphone Consumer 2012 study.

*Editor’s Note, Blackberry is an Edelman client

The Growing Importance of Blogs

Bookmark and Share By Natalie Wilson, Assistant Account Executive

Blogs are omnipresent as ever, and today there is a high likelihood that public relations practitioners will have to work with bloggers in one way or another for a brand.

With the growth of blogs, blogger relations is becoming extremely important and can be a very powerful tool to utilize.

From mommy bloggers, to daddy bloggers, pet bloggers, foodie bloggers, and fashion bloggers – it is no secret that there are blogs for everything under the sun, and people go to blogs to get legitimate insight on what works, what doesn’t, what’s good and what isn’t.

Edelman’s Trust Barometer shows there is a rise in trust in ‘people like me’ (such as bloggers,) and they can be a helpful resource when a company is striving to create brand advocates.

What’s great about bloggers is that they will give you their honest opinion, despite if they have been offered a product/service gratis. If you want insight on a particular recipe, new hair product or who has the best car seat for your child – you’re likely to find an answer on a blog because they frequently work with brands to provide reviews.

If you’re not currently an avid blog reader, but would like to start, try any of these lists of sites to point you in the right direction:

Best Shoe Blogs (According to AllWomensTalk.com)
A majority of shoe blogs I come across are mostly good blogs for window shopping, but I find them to be a great place to find ideas you can use when looking to find designer shoe replicas.

Best Recipe Blogs (According to Delish.com)
As a wannabe foodie, I am constantly on various food blogs trying to find my inner chef. A personal favorite on this list is Big Girls Small Kitchen – simply because it has a wide-variety recipe index, and I’m indecisive.

Best Mommy Blogs (According to Babble.com)
I have found mommy bloggers offer some of the best do-it-yourself crafts for party decorations, recipes and even travel tips.