Credentialing Corner: OMG. LOL. TTYL.

Advice, recommendations and news you can use from the chapter’s seasoned professionals

By: Melinda Isley, APR

By now many of us have learned what these letters mean in text messages, Facebook updates and Twitter posts. But is showing how hip we are to the younger set doing us PR professionals a disservice, especially since we have the AP Stylebook so ingrained in our brains that even our handwritten holiday and birthday cards follow proper AP style? I realize LOL and ROFL have been added to the Stylebook, but I decided to find out what some of our reporter and editor friends would think if we sent them emails or texts with these slang terms.

The News-Press’s Downtown Diva (Stephanie Davis) says she draws the line on social event notifications by text when the sender finds it too exhausting to spell out their words.

“Personally, I think we can learn a lot from the younger generation – I’m just not sure that knowing how not to spell out actual words is a valuable social skill,” she wrote in a recent column.

Cindy Pierce, editor of Naples Florida Weekly, says while she doesn’t text a lot and hasn’t noticed a lot of PR professionals emailing her with slang terms, she would be a little put off if it did occur.

“I just want them to be straightforward and tell me what I need to know,” she said.

“It seems like the nature of Facebook is to let those terms slide, but if you are trying to make a professional impression, I would say it’s a good idea not to use those shortcuts,” added Phil Borchmann, editor of Gulfshore Business Magazine.

The News-Press reporter Francesca Donlan had an interesting example to share.

“This is a TRUE actual email sent to me: Hi Francesca, Do you think it's OK/PC to use "WTF" in a press release about a Teen Camp that is going to teach texting/email etiquette to kids? I polled all the reporters around me and we sent back a resounding NOOOOOOOOO. I think it's perfectly fine to do it in friendly emailing and appropriate considering the context but generally, I would say no. It just says teenager to me!”

“Slang and texting shorthand destroys the credibility of the message,” said Darrel Lieze-Adams, executive news director and manager of promotions for Waterman Broadcasting. “We get emails from viewers daily upset over misspellings and mistakes in our grammar. Having a complete command of the English language does not include using cute, trendy jive. Just because people say "ain't" doesn't mean it should become an acceptable part of our vernacular!”

In today’s fast-paced electronic world, let’s remember to present our professional selves and our writing first in all our communications to ensure we aren’t jeopardizing a mutually beneficial relationship down the road.

Don’t forget you can subscribe to www.apstylebook.com and stay up-to-date on all the latest AP Stylebook guidelines.

Credentialing Corner

By: Kate Gooderham, APR, CPRC

The purpose of the “Credentialing Corner” is to give FPRA members ideas they can use. As you’ve seen over the past two years, the ideas have run the gamut. My idea this month is really simple: Do something different. So often we are so busy that we just put one foot in front of the other and keep going – take care of kids, go to work, spend time with our spouse and so on. After awhile, we lose our creativity --our most prized possession.

I’ll tell you about some of the things I do in hopes these ideas may help you. First, I go to the FPRA annual conference. Not only do I learn a great deal, but it completely changes my days from doing to listening and thinking. I’m a great note taker, so I have two pieces of paper -- one is for notes from the speaker, and the other is for ideas the speaker inspires. Often they have nothing to do with what the speaker says. At conference, I’m just more open to them.

Second, I exercise. I swim, bicycle and walk, which provide opportunities to think. Yoga teaches me how to herd those thoughts. Other exercises force us to think only about the activity, giving the mind a change. I understand golf is like that. All of the above give you a chance think differently.

Finally, I look for new challenges that force me to look at the world in a new way. I just became a certified race director and am part of a group putting on the Galloway Captiva Triathlon. The whole process has taught me a great deal about myself and my capabilities. Whatever you choose, do something different to stimulate your mind.

Credentialing Corner: Managing Up

Managing Up: A PR Strategy for Connecting with The Boss

By: Kathleen Taylor, APR

Designing a message around a particular audience is what makes the difference between bland words on a page and a personal letter that elicits action. The ability to key in on what makes an audience tick is a skill that public relations pros can put to valuable use for themselves as well as their companies.

It’s called managing up. With a clear understanding of your how your boss, project manager, client or executive prefers to work and receive information, we can discern ways that we can adapt and build working relationships that benefit our managers, the company or project, and ourselves.

Reaching different audiences effectively requires understanding what they need and what tool best delivers the message to that audience. If someone is a new club member, we may assign a long-time member mentor to befriend them. To limit rumors and reduce panic in a crisis, we may decide to send regular updates to the media in order to keep people informed.

Selecting the right communication strategy with your boss is very similar. For example, say your boss needs to deliver detailed updates up the chain of command about current programs you manage, and they prefer to digest information in writing before needing to discuss it. It’s a good idea to provide the information your boss needs at regular intervals by email. Casually mentioning that the project’s going great as he’s heading to a lunch meeting with his boss does not meet his need. It also will not promote a strong and trusting relationship between the two of you.

Developing a trusting relationship with your boss or client could help you earn an account or gain support for an important communications program or new customer strategy. Learning and attending to your boss’s needs, and being open about your needs as well, helps reduce misunderstandings. Plus, the day feels less stressful when everyone gets along.

Success in this communication strategy depends on having an existing healthy relationship, so pay attention in your interactions now. What are your boss’s preferences, leadership styles, time constraints and priorities? What are their weaknesses? Take note of ways you can adjust your communication and management style in ways that help others feel confident and more prepared. Consider what makes them tick, and be one step closer to hearing “yes” to that new project you’re pitching. Manage up!

Credentialing Corner

Advice, recommendations and news you can use from the chapter’s seasoned professionals

By Laurel Smith, APR
Gravina, Smith, Matte & Arnold Marketing and Public Relations

Budget advisors recommend tracking your spending to get a handle on your finances. Similarly, tracking your hours at the office can help you do a better job of managing your time.

Most agencies bill for time worked on behalf of clients. Having a system in place to track time, being aware of billable hours and justifying the time spent on specific projects is critical to financial success.

All public relations practitioners – not only those who bill time at agencies – can benefit from tracking their time. Here’s why:

• Tracking can make you more productive. Seeing how you spend your day can help you focus on what’s important. When you realize it took 45 minutes to scan a newspaper or 30 minutes to finish a phone call, you may reconsider the way you work or appreciate the value of delegation.
• Tracking can increase your efficiency. Seeing how much time it truly takes to complete a routine task may jolt you into working more quickly or finding a faster way.
• Tracking increases accountability. It may be valuable to let your supervisor know you spend 25 percent of your time in meetings. When the big boss asks you to coordinate an event, you might choose to share the number of staff hours spent on the last cocktail reception or ribbon cutting.
• Tracking can increase your sense of accomplishment. It feels a lot like checking things off your to-do list.

The mechanics of time tracking can be as simple as notes jotted on an hourly grid or daily planner or as sophisticated as time-and-billing software. It is the act of tracking that makes you mindful of how you spend your time and what you actually can accomplish during a workday.

Credentialing Corner

By Kate Gooderham, APR, CPRC

Most scientists think differently from most public relations professionals.  Those of us who have them as clients or target audiences already know this.  The trick is how to communicate with them.  I recently read two books that were helpful in that regard.  Both were written several years ago, but the concepts are relevant.  Since they are written for scientists, you have to think about what they say in reverse!

The most user friendly was a “A Scientist’s Guild to Talking with the Media” by Richard Hayes and Daniel Grossman.    It was both fascinating and helpful.  There are concepts that are very difficult for scientists like “balance and fairness.”  Scientists often are absorbed with the facts while the journalist will be looking for the message.  Scientists are precise people; certain terminology that we think is general in its usage has very specific meaning to them.  As we understand these ways of thinking, it will be easier for us to communicate with them and to help them communicate with the media.

The second book is “How NASA Builds Teams” by Charles Pellerin.  The emphasis in this book is how and why science teams fail.  What is helpful to communicators are his description of personalities of teams.  Most of us would fall into the green (cultivating) or yellow (including) culture, while most scientists would fall into the blue (visioning) with a few in orange (directing).  In addition to helping understand scientists, this book helps analyze why teams of any emphasis could fail.  The book also allows free online team and individual assessments.

Credentialing Corner: Free Resource at your Fingertips!

Outstanding Free Resource at your Fingertips!
Visit the E-branch of the Lee Library SystemSubmitted by Margie Byers, APR

Did you know that through the Lee County Library System you have access to hundreds of resources and research tools to help you or your client expand or change their current business? The following database tools are just a few of the resources available. Spend some time exploring the Lee E-branch. You will be richly rewarded.

General OneFile is a one-stop source for current and past news and periodical articles on a wide range of topics: business, computers, current events, economics, education, environmental issues, health care, humanities, law, social science, technology, and many general interest and professional topics. Millions of full-text articles, many with images are available and are updated daily. Some of the magazines listed include: Advertising Age, Inc., Florida Trend, Money Management, Success, Media Week, Agency Sales Magazine, Point of Purchase, Vanity Fair, Campaign, PR Newswire and PR Week to name a few.

There are two resources, BusinessDecision and Demographics Now that provide business intelligence to help create or update business and marketing plans. Some of the information you will find here will help you understand your customers or your client’s customers better. The data provides current information and projections on data such as: age by sex, income, income by age, consumer expenditures, housing profiles, etc . These can be used to target direct mail and advertising programs to the customers most likely to buy your product or service.

ProQuest gives you access to searchable, full text, current and back issue articles of the NewsPress and 1,191 other news publications across the world. Some of the publications in this database include: the New York Post, the New York Times, US Newswire, USA Today, Orlando Sentinel, Tampa Tribune, Wall Street Journal, Washington Times, etc.

This is all brought to you as part of the E-branch of the Lee County Library System! If you have questions call Telephone Reference at 239-479-4636, or text your questions to 239-465-4452. Be sure to use the word "lee" (no quotation marks) as the first word of your message. Good luck researching!

Credentialing Corner

By: Melissa Simontis, APR

Simply put, branding is about the FEELING associated with a product or company rather than the product itself. Yet, branding isn’t just for products and organizations. What about personal branding? Are you actively taking charge of brand YOU?

Based on my own research over several years, here are a few tips on how to make personal branding a conscious and ongoing effort.

The most important part of personal branding is figuring out how to distinguish yourself from all the very smart and talented people around you every day. While reputation is important, branding is more than your track record. It’s about creating a message and strategy to promote YOU.

Ask yourself these questions…

What makes you different from your colleagues and competitors? What have you done this week to make yourself stand out? What would your customers and co-workers say are your greatest strengths? What do you do that you’re most proud of? What do you want to be known for?

After you’ve defined your brand, you must gain visibility. How? Sign-up for an extra project at work to showcase your skills, take on a freelance project that introduces you to new people, teach a class, write for a local newspaper column, get yourself on a panel discussion, win some awards.

Everything you do – and everything you choose not to do – communicates the value and character of your brand. From the way you handle phone calls and email messages to the way you conduct business meetings. All these little pieces make-up the larger message you’re sending about your brand.

Another key to growing your brand is realizing that personal branding isn’t all about you. Personal branding is largely about serving others… to make other people successful first, or to help solve other people’s problems. Each success you have while building your personal brand is the result of others endorsing you. Surround yourself with the right people, deliver quality services and make them look good!

If all of this wasn’t time consuming enough, you have to continuously evaluate the value of your brand. Always insist on honest, helpful feedback on your performance. It is necessary for you reinvent yourself by learning new skills on a regular basis.

Personal branding is a simple concept, yet hard to do and inescapable. You are a brand. You are in charge of your brand. And, there is no single path to success. The good news is that everyone has a chance to stand out; a chance to learn, improve and build your skills.

So, if you haven’t done so yet, get started! There is no better time to take charge of brand YOU!

EDITORS NOTE: Melissa Simontis, APR, is the FPRA SWFL Chapter’s newest APR.

Credentialing Corner: You just never know when those initials will come in handy

By Kara Winton, APR, CPRC

Anyone who’s spent more than five minutes at an FPRA meeting with me knows I am a big proponent of earning one’s Accreditation in Public Relations (APR) and Certified Public Relations Counselor (CPRC) credentials. I can run through a list of benefits a mile long. However, if you had asked me a year ago if I’d be a grad student today and those initials would help me get into select courses, I would have laughed at you longer than an APR study session. Laugh’s on me … because it’s true.

Last spring, I decided to combine my dream of being a full-time mom with a passion for continuing education and teaching. I pulled out the GRE study manual and applied to grad school. This August, I began work as a part-time grad student, pursuing a master’s degree in adult education through a distance education program at Indiana University (my Alma mater).

In addition to the litany of adult education courses, the program requires a chunk of credit hours in a “professional focus area.” Surprise, surprise … mine is public relations. So I started searching for online public relations graduate courses, and found just the classes I needed. I also discovered I had to have advanced permission to take the classes.

So I emailed the head of the graduate PR program (after being disappointed when I read his bio and discovered no initials after his name), and provided my resume. I mentioned what classes I was interested in taking, and was pleased to get a very quick reply. Not only did he approve me for the classes I requested, but any and all courses the program offered. Included in his rationale, and I quote, “two well respected professional credentials (APR, CPRC).”

How cool is that?! Clearly the effort I put into studying for the APR and CPRC exams paid dividends. What’s even more remarkable is the professor’s experience lies all in Indiana, yet he recognized and respected the CPRC designation, which is specific to Florida. Sounds like the PR industry respects the work of Sunshine State PR professionals!

So if you’ve ever wondered what earning your APR and CPRC credentials could do for you, imagine the unimaginable. The laugh could be on you next!