Indianapolis communications

Days like this make me wonder…

February 1, 2011 By Rae Hostetler

In public relations we recommend our clients have a crisis plan in place. Often they wonder why?

Days like this in the Midwest should be the obvious reason why. Just in case you’re reading this from a sunny and warm part of the country–today Indianapolis is the center of an ice-tastrophy. We already have about an inch of ice on the ground and we’re now hearing the tap-tap-tapping of more hitting our windows. If that’s not enough–when the ice is done about 4 a.m. this morning, we’re expecting snow to land softly atop the largest skating rink created in decades.

So how are companies communicating with their employees and clients if they are closing, have deliveries, installs and client expectations? Some don’t know. As a result they probably sound pretty heavy handed. Others have a plan in place and they are simply activating it. A great example, my husband works for one of the largest banks in the country. He came home last night with laptop in hand and said he’d received an email stating: which areas of the country were anticipated to be impacted, make sure you know your “phone tree” communication system and be safe–basically work from home please. Meanwhile my niece, who also works for a very large company here in Indianapolis, got an email stating the company doesn’t close for weather-related emergencies, so use your judgment about whether to come to the office.She’s young, just out of college. That left her saying–what am I supposed to do?

Bottom line… we know they’ll be days like this. Is your organization prepared to effectively communicate? It doesn’t take long to outline a plan of action–especially on a warm sunny day! Write it down, share it with employees and hopefully you won’t have to activate it for another few years!

Words make your brand

January 11, 2011 By Rae Hostetler

I confess! I’m a geek. I read promotional materials, FAQs, website copy and more. I like to see how people write and couple words together for maximum effect and impact for their brand. Do they really say who they are or do they use buzz words? Alliteration is one of my favorite devices to use in writing… for those scratching their heads that’s when you put words together that start or end with the same letters. It makes an elegant effect.

Anyway… because I like reading various words and copy, I tend to notice words and phrases that are overused. One of my favorite pet peeves is the word… solution. Everyone has one… and apparently every company thinks we have a problem they can solve with theirs. For every person I tell about this phenomenon, they come back to me within days and say, “Wow. You were right. Everyone’s got a solution.”

I also don’t like words and phrases that are under delivered, which could go one of two ways.

1) You’re talking to yourself. Too many business owners write their own copy for letters, brochures and other promotional stuff. They end of writing in their own jargon… often customers and prospects don’t understand what they’re reading and why they should care.

Look around my website. It’s designed to make fun of the words the public relations profession uses. We talk about “pitching” the media. That means selling them a story idea. Not throwing a ball for them to hit. And yes, I do find myself using that word in client meetings. YIKES.

2) Your words represent the real company. There are many business owners who work hard to write their own promotional materials, but realize they don’t know what to say. So they make it up. Problem is when customers are asked if their statements are really true… they find out the truth– maybe not. The word use PR people use there… authentic. Is your brand authentic to your customer? On the flip side some business leaders are humble and don’t want to talk about their expertise and/or successes. It’s ok to talk about yourself.

So what’s the “solution” to these problems? If you’re a non-PR person reading this blog… it’s called messaging. Us PR people are great at helping companies through research methods to determine what’s real and what’s not. It’s so important to weave a real story and run it through every piece of communication the same way. It’s just like using your logo and company colors the same way and place on every piece of marketing material printed. It’s the words that help communicate your image as much as the graphic image. And that’s why I love words!

Honesty in public relations

September 10, 2010 By Rae Hostetler

I was intrigued to find a story a few weeks ago saying that a new study shows how to figure out if bosses are lying. Two guys from Stanford reviewed transcripts of nearly 30,000 conference calls by American chief executives and chief financial officers. They reviewed their “tells” to figure out what words and phrases indicate deception. What peeved me as a public relations professional is that at the end of the online article at The Economist the writer says: “This study should help investors glean valuable new insights from conference calls. Alas, this benefit may diminish over time. The real winners will be public-relations firms, which now know to coach the boss to hesitate more, swear less and avoid excessive expressions of positive emotion. Expect “fantastic” results to become a thing of the past.”

Wow! Does he overestimate public relations professionals? Honestly, we aren’t that calculating to coach our clients and bosses in this way. The best and most respected public relations firms are ethical and honest PR professionals that subscribe to the Public Relations Society of America Code of Ethics. It’s posted online. Check it out. Among the guidelines: Be honest and accurate in all communications; disclose financial interests in a client organization and decline representing clients/employers requiring actions to the contrary of the code.

We live in a time when businesses and professionals are reinventing themselves to keep businesses afloat and stay ahead of the ever changing communications curve resulting from online public relations. That said, maybe some are cutting corners. Many of my Indy PR colleagues are not. Honest public relations professionals, like myself and my friends, are plentiful in Indianapolis. Ask if your communications team adheres to the PRSA Code of Ethics. Those pr agencies that do provide the most effective and above board public relations counsel and services. I promise you’ll be in good hands and never regret doing the right thing each and every time you communicate to employees, your clients and anyone else you need to talk to about your organization!