The Strategic Minute: Recent Episodes
The Strategic Minute
Sometimes it’s hard to believe that we’re only 250 years removed from when we received pertinent information from messengers riding horses who galloped through the night to make sure we knew what was going on. We’re 75 years away from a time when less than 50% of households owned a telephone or radio, and got their news that way. Now, all it takes is the combination of a smart phone and a keen observer to press record, and the whole world knows. Our ever-evolving digital landscape and 24/7 news environment means every interaction is under a microscope. We’re all just one moment – and a good internet connection – away from being the subject of a positive story or viral escapade.
In this digital age, we all know being hyperconnected presents opportunities and challenges. In an instant, sometimes seemingly on the flip of a coin, it can make or break our reputations. As public relations professionals, we’re hyper aware of this paradox. We rely on the magic of media training to help us preserve as many reputations as possible among our clients and the organizations we serve.
When it comes to media training, we find many people can get distracted with imagery of reporters, microphones, and cameras. It’s not always intuitive to deduce that media training is less like preparing for a high-stakes trial and more about learning how to effectively communicate. Maybe we can shift perspectives by presenting it this way: If we can speak comfortably and confidently to members of the media – whose job is to be the voices of our communities – we can speak to anyone.
Media training teaches us about who we are as communicators, encouraging us to think critically, strategically, and thoughtfully about what we’re saying, why we’re saying it, and who we’re saying it to. From a business perspective, it teaches offense so that defense isn’t ever needed.
To make this seem less daunting, the good news (pun intended) is we’re further along in mastering these skills than we think, and it’s thanks to lessons learned during our pandemic pivot. Nearly every industry embraced digital connection. Virtual meeting platforms became classrooms where we learned techniques to help us improve communications skills and – whether we realized it or not – become spokespeople when reporters call, email, and in this digital age, DM us and our organizations.
Collectively, we’re more conscious of our body language and speaking patterns. We’ve learned to keep facial expressions in check and be thoughtful about where on our computer screens we’re looking to simulate real-life eye contact. Virtual meetings have also taught us to be more succinct and strategic with our word choices, eliminating at least a few “ahs” and “ums” from our vocabularies. However subtle, these nonverbal and verbal improvements boost credibility and trust – two important qualities that successful spokespeople have – and help us be more engaging storytellers.
Formal media training builds on this foundation by encouraging organizations to be strategic about what they say, and what they don’t say. In media training, individuals learn how to finetune messaging for clarity and consistency to deliver messages across multiple media platforms. Finessing the messages delivered in person or on camera for digital spaces (including the web and social media) unlocks more opportunities for organizations to connect with key audiences. For example, rewriting TV-ready messages into lighter, informal language for social media (particularly in response to direct Facebook messages) helps strengthen relationships by addressing followers’ questions in a way that feels personal to them. This elevates credibility, builds brand recognition, and establishes your organization as a reliable information source and thought leader in your expertise areas.
Not only is our digital world hyperconnected, it’s hypercompetitive, too. When organizations master the art of storytelling learned through media training, they become persuasive marketers positioned to gain an edge over peers.
Media training helps uncover gaps in an organization’s overall strategy and structure, arming participants with detection tools to be able to anticipate various situations. Your organization likely has Emergency Management protocols to follow when crisis or disaster occurs, such as severe weather events or when safety is at risk. Media training complements preparedness training, enhancing your playbook by encouraging leaders and spokespeople to practice how they would respond publicly in various crisis scenarios. In media training, communications teams can pre-draft “holding statements” before the pressure is on. By being proactive, organizations eliminate or minimize reputational damage and maintain trust in the event they’re tested later.
When organizations invest in media training, they’re demonstrating commitment to supporting their teams to make sure they have the resources they need. When your leaders and spokespeople react and respond calmly, it has a trickle-down effect. Employees will feel calm, safe, and valued, which will help maintain morale and employee retention.
Sometimes, organization leaders think they’re keeping up with the digital times by outfitting team members with the newest gadgets and tools to communicate, but it’s just as important to train all operators in strategy. Think back to Paul Revere’s Midnight Ride. While communication has certainly come a long way since lanterns in churches, horses, and loud voices were our most reliable tools, Revere and those “in the know” still formed a solid strategy to make the most of the tools they did have access to.
In the present day, we have cell phones with the ability to record, send, and post – all at the click of a button – but our challenge is that we aren’t always equipped with the know-how when a moment goes viral. Media training helps to get us over that hump. Media-trained individuals are positioned to respond proactively, comfortably, and confidently in positive moments and ahead of potential tumultuous ones. Media-trained organizations boost credibility, reaffirm positions as trusted, reliable information sources, and are poised to have an advantage over industry peers who do not invest in this resource. Remember, if you can talk to a member of the media, you can talk to anyone.
Communicator. Connector. Celebrator. Counsel. Brand Manager. Liaison. Promoter. Influencer. Storyteller. Spokesperson. Strategizer. Translator. Voice of reason.
When you hear the words “public relations,” what – and who – do you think of?
The Public Relations Society of America (PRSA) defines PR as “a strategic communication process that builds mutually beneficial relationships between an organization and their publics.” Since PR is about building and maintaining relationships, it’s intuitive that a proficient PR practitioner should be a “communicator” and “connector.” Still, effective PR professionals hold many other titles to help their organizations.
Read that list at the top again and consider how those roles apply to your company. Do the descriptors remind you of any one person or department? As the bridge between all functions in our workplaces, PR professionals fill all those roles. And yet, there aren’t enough of us to meet the needs of all the organizations in Central New York.
In 20 years of providing trusted public relations counsel, Strategic Communications sees two themes: Either a business knows it needs professional communicators but can’t find them due to a shortage; or it doesn’t understand the value of having communications support and thus, hinders its growth.
On the first issue, many organizations are struggling to fill essential communications roles. The U.S. Bureau of Labor Statistics projects there will be more than 25,000 openings for public relations specialists on average annually over the next 10 years, largely attributed to seasoned communicators reaching retirement age or deciding to change careers. The PR field also shares skills that overlap with marketing and advertising, and many early- or mid-career PR professionals spend time in those sectors. Plus, with the rise in remote work, businesses are competing for talent on a new playing field. Skilled communicators have more options than ever as PR can often be done virtually for companies worldwide.
Periodically our clients and other businesses ask if we know of PR professionals who might be interested in filling open positions at their companies. Although we’re well connected and able to make several recommendations, we often find that we share those names with multiple organizations because there’s a smaller pool of PR talent in CNY.
This shortage of professional communicators will only become greater because of “the Micron Effect.” Micron has committed to investing up to $100 billion to build the largest semiconductor facility in the U.S., which is projected to bring 50,000 jobs here in the next 20 years.
As the pieces line up, there’s a magnifying glass on new opportunities for CNY. From healthcare, to housing, service businesses, grocery stores and everything in between, local businesses will grow, and out-of-town companies will join our community to work with Micron. New organizations will need clear messaging to appeal to the community. Concurrently, existing businesses will need to ensure they’re communicating that they’re still here.
With so many stories to tell, who will pick up the pen or start typing?
While the number of PR positions is expected to grow over the next decade, it’s encouraging that we’re also seeing PRSA membership grow – nationally and locally in our Central New York Chapter – indicating interest in the PR profession. With exciting elements like social media, PR is appealing to a new generation as more businesses realize the value of community outreach and consumer relations to elevate visibility and reputation.
This connects back to the second theme we’ve observed: What happens when a lack of PR support impedes a local organization’s growth. When it’s time to examine budgets, we frequently see dollars dedicated to PR, advertising, and marketing are the first to go. But typically, it’s when business is down that public relations becomes more critical than ever.
PR is strategy-based, organized, and intentional. Whether a workplace is trying to create new programs, solve problems, or appeal to public interest, applying the foundational pieces of PR – research, planning, implementation, and evaluation – will help it succeed. Having your PR team in lockstep with decision makers makes your brand and image stronger. We build credibility, recognition, and trust.
Too many organizations are inclined to only consult PR experts when they’re navigating a crisis or looking for a reputation reset. The reality is that by bringing in a PR team earlier – or better yet, by having it in place from the beginning – a business increases its chances of achieving goals. Then, should an issue unexpectedly come up, there’s already a strategy in place to meet the challenge.
So, how do we recruit more talent to join our ranks? Well, collectively as a business community, we need to do some of our own PR.
The first step is to consider what makes your companies attractive. Is it a desirable location, is it providing exciting enrichment programs or flexible work schedules? By identifying what appeals to current employees, you’ll attract new talent to make your business “sing.” Literally. With buy-in, employees become loyal, built-in advocates.
To help determine which stories are interesting, think about what you naturally bring up in conversation. What excites you? What tugs on your heartstrings? And when you talk about your organization, what tends to get the most reaction from others? Stories that connect to emotions are always impactful.
People also find value in learning information that helps make their lives easier, as well as warnings about potential challenges. That’s why stories that propose solutions to solve problems and have wide community impact are usually homeruns too.
If you’re not sure where to start, or don’t have the resources to conduct this initial PR on your own, turning to a PR agency can be a helpful starting point. Agencies can help you identify what type of PR support your organization needs and develop a strategic public relations plan for your company – which can then be executed by your team, their team, or a combination of both.
While the shortage of PR professionals is reaching a tipping point, the good news is that organizations in our region have great stories to tell.
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