Mei-Mei Chan - The Road Ahead

Mei-Mei Chan, (pronounced "me-me") became President and Publisher of The News-Press in March 2010.  She has a broad knowledge of the media industry holding positions in news, circulation, and advertising. 

She shared a little about her history and transition to living in Southwest Florida.  Mei-Mei was born in Canton, China to the first woman in the village to go to school and an uneducated father.  When she was two, she and her mother and father escaped to Hong Kong, and eventually to America when she was 7.

Professionally, she's worked throughout the country, including Idaho, Illinois, and across the country in Seattle, and started out as a cub reporter.  She said that Southwest Florida has a wonderful quality of life.  She especially loves wearing sandals and no socks - which garnered a chuckle from the audience. 

She believes leadership is also a lifelong journey, with many tools and lessons learned along the way.   Mei-Mei discussed navigating a changing landscape, pondering how to stay ahead of the curve.

Changes in landscape... remembering our journey from the first PCs, the first ebay and Amazon purchases in 1995,  first cell phones, to today when 25% of homes don't even have a landline phone.  We also remembered the start of YouTube, where there were 32 billion videos watched in March 2010.  All these changes have occurred in just 15 years. "Ceaseless, creative chaos."

Changing consumer... rising to the chaos, consumers are in control with 24/7 demand, content and access.  People can and will say anything and are no longer naive regarding pricing.  The younger generation is the "D" generation - digital.  If it's not online, it didn't happen.  There are over 100 million blogs today, combined with Twitter and other social media - this has changed society. People are connected all the time.  The new landscape is all about social sharing and social currency.  Consumers are fragmented, fickle and fluid.  They trust their network more than so-called experts.

Implications for communities, businesses and professionals... How strongly are we performing in the social ecosystem in terms of digital differentiation, loyal followers, authenticity, guiding/bridging/leading, reaching wider and deeper to a more challenging audience.  Another factor is considering access for individuals to these social communities, and also what content to provide.  You need sophisticated campaigns across the media to reach consumers throughout the buying process.  Embrace and lead with authenticity.

New media effect on traditional media... The effect of this on traditional media has been a survival of a cataclysmic storm.  Secular changes include classified categories changing, content ownership and have created perplexed advertisers.  Mass media has been redefined.  For newspapers, their unique challenge is their gigantic existing cost structure, including printing and distribution.  Newspapers are adjusting.  Only a handful have actually closed and major metro newspapers are still dominant in their cities.  Newspapers and their web sites remain the strongest of any media in their markets.  Traditional newspapers are trusted, respected brands with a wide portfolio of content and advertising. 

There's room and space for everyone.  Although traditional media still powers the world with 67% of top news sites tied to legacy media (50% of them newspapers), at the end of the day, it's about content and storytelling and using devices to fit your life.  Traditional media is in transformation and still powering the world.

Locally - The News-Press... has been around for 126 years.  3 of 4 adults read their portfolio of products each week in print and online.  Sunday circulation is growing.  April page views to News-Press.com were 12.86 million, and unique visits spend an average of 25 minutes on the site.  The cornerstones of free press are connecting, reflecting, challenging and leading. Chan assures us The News-Press is healthy and staying ahead of the curve.  

Blogger:  Kerri Goldsmith, FPRA SWFL Emerging Media Chair 

Bridging Politics and PR: Lessons Learned from a Presidential Visit

Three of Southwest Florida's political insiders shared their insights at FPRA's local chapter luncheon on Tuesday, May 4th at the Broadway Palm in Fort Myers: Sharon Harrington, Tammy Hall and Will Prather. This is the third of three posts reviewing their presentations.

Lee County Democratic Chairman Will Prather is a successful businessman and supporter of the arts in Lee County.  He's well-versed and comfortable in working with the media through many years of leading community events and business development at the Prather Family of Theatres.

Just as the 2000 election changed the face of how we physically cast our votes, it changed Prather's outlook on the importance of every vote in such a close race.  Inspired by Howard Dean during the 2004 election, Prather publicly declared his political leanings, became involved in the Democratic party and published daily reports from the Boston convention.  Despite receiving negative feedback and even cancellations from customers in this traditionally Republican area, he continued to stand strong in supporting candidates he believed in, including heading the Southwest Florida campaign for Barack Obama in the 2008 election, and shortly thereafter became Chairman of the Lee County Democratic Party.

He recalled several instances where the original intent or "story" of an event was lost when the media grabbed onto a controversy instead.  During the 2008 election cycle, there were several notable visits to the local area... by Michelle Obama, Joe Biden and Sarah Palin.  However, what garnered the most media coverage was Sheriff Mike Scott's use of Barack Hussein Obama's full name during the Sarah Palin rally.  This totally overshadowed the candidates' visits and messages and dominated the news cycle, even making it to the national news.

Prather's best (and worst) political experience began with a phone call from the White House Political Affairs Office letting him know that newly-elected President Obama was planning a visit to Fort Myers.  It was a challenging experience working with the White House staffers on this event because of coordination, communication and crowds!  Unbeknownst to Prather, Robert Gibbs unintentionally mentioned the visit to Fort Myers during a press briefing, unleashing a media frenzy several days prior to the planned announcement of the visit.  The low point of the event came with the ticket distribution, when there were only a limited number of tickets available and Prather knew that anyone arriving after 2am to get in line would likely not get a ticket.  As the crowds grew (and grew restless) outside Harborside Convention Center, the White House staffers' instructions, there were no announcements made.  Prather was basically forbidden from addressing the crowd or the media regarding the ticket situation.  Very frustrated and worried about the crowd getting out of control, he took matters into his own hands and arranged to meet the press behind Harborside to clarify any misconceptions regarding ticket distribution.  Needless to say, the White House staffers were not pleased about Prather going against protocol.  Although he succeeded in disseminating more accurate information to the public and avoiding a riotous situation, he was not rewarded by staffers with what they call the "pull back" -- the opportunity afterward to be pulled aside and thanked personally for his efforts by the President. 

Continuing the discussion, Prather also mentioned the challenges of working within a party-driven organization with official talking points, rules and even loyalty oaths.  These often present obstacles to effective public relations during political campaigns.  He also stressed awareness of the social media effects of partisan politics, when your views are publicized online and open the gates to criticism -- from all sides -- regarding who you "friend" and what you say or do.

... Be sure to check out the other two related posts about the presentations given by Tammy Hall and Sharon Harrington on the topic of "Bridging Politics and PR".

Bridging Politics and PR: A Candidate's Perspective

Lee County Commissioner Tammy Hall comes from a marketing background, having owned her own agency in downtown Fort Myers prior to her career as an elected official.  Hall shared her insights and experiences with campaigning and holding public offices in Fort Myers and Lee County government at the FPRA luncheon on May 4th at the Broadway Palm.

Hall explained that there are vast differences between running in a city council, single-member district race and county-wide, at-large, party-affiliated race.   Those differences not only include budget and geographic/demographic scope, but also the dynamics.  The city council race required door-to-door contact with voters, and a small budget to cover a small geographic area, whereas the candidacy for county commissioner required a much larger budget, advertising campaign and navigation of partisan politics.

In becoming the first female county commissioner in many years, Hall had to overcome gender stigmas and stereotypes of her predecessors, several of which had been involved in scandals.  She also had to deal with attempts to smear her reputation.  At one point, someone hacked into her AOL account and set up a very promiscuous profile.   Thanks to a consistent reputation, and strong relationships with the local reporters and assignment editors, she was given the benefit of advance phone calls and the story was either downplayed or not reported at all, in most cases.  When the same person/group also sent an email blast accusing her of questionable activities, the media chose not to cover it - mainly due to the credibility she had built.

Hall encourages candidates to always act with integrity and character (including online), and to keep open lines of communication with the media.

This is one of three posts covering the presentations at the May 4th meeting.  Be sure to check out the recaps of Will Prather's and Sharon Harrington's presentations, too!

Bridging Politics and PR: Elections Office Public Outreach

Three of Southwest Florida's political insiders shared their insights at FPRA's local chapter luncheon on Tuesday, May 4th at the Broadway Palm in Fort Myers: Sharon Harrington, Tammy Hall and Will Prather. This is the first of three posts reviewing their presentations.

Lee County Supervisor of Elections Sharon Harrington discussed how legislative changes in the election process over the years have impacted the way her office communicates with voters.  Some of those pieces of legislation include the National Voter Rights Act of 1965 which outlawed discriminatory voter practices and the 1993 National Voter Registration Act (a.k.a. "motor voter") whereby those registering to vote no longer had to do so in person.  Both of these Acts required the elections office to shift the way they communicate with voters.

Another national political event which caused a PR firestorm, and many changes in the election process was the November 2000 election, which Harrington called, "the election that will never go away." The notorious butterfly ballot, which was necessary due to the number of local elections in several counties was approved by both parties, and everyone involved in the process.  Despite that, it caused confusion among the voters.  The ensuing recount debacle in Palm Beach County spurred the Help America Vote Act in 2002, which caused changes in the physical process of voting by eliminating punch cards and lever systems.  The Lee County Elections Office rolled out electronic voting machines, requiring a major educational push for employees, poll workers and the general public.  Shortly thereafter, the Florida Legislature outlawed the electronic voting systems, causing the change to an optical system.  Two entirely different voting systems over the course of just a few years was a challenge, but the Elections Office's public outreach efforts helped the transitions go smoothly.

One last piece of PR advice Harrington had was aimed at candidates -- stay away from negative campaigning.  In her experience, she's seen how rather than hurting the opponent, it works against the person spreading the negativity. Candidates should stick to the issues and facts about themselves, and also steer clear of potentially embarrassing situations.

...Be sure to check out our other meeting recaps on the presentations at this meeting by Will Prather and Tammy Hall.

FPRA's May meeting to focus on Politics & PR

The Southwest Florida Chapter of the Florida Public Relations Tuesday, May 4th luncheon program from 11:30am to 1:00 p.m. at the Broadway Palm Dinner Theatre in Fort Myers focuses on “Bridging Politics and Public Relations”. Learn from three of our area’s savviest political pros as they share their insights on the role public relations plays in shaping Southwest Florida’s political landscape. Lee County Commissioner Tammy Hall, Lee County Supervisor of Elections Sharon Harrington and Lee County Democratic Party Chairman Will Prather will discuss their experiences (both good and bad) with PR in politics and trends they see emerging in the 2010 elections season.

Lee County Commissioner Tammy Hall – Ms. Hall was elected to the Board of County Commissioners in 2004 and became the first woman to serve as chairwoman of the commission in 2005. Prior to her election to the Board of County Commissioners, she served as Ward 1 City Councilwoman for the City of Fort Myers.

Lee County Supervisor of Elections Sharon Harrington – Ms. Harrington has served as Supervisor of Elections since 2004, when she was appointed by former Gov. Jeb Bush to fulfill the unexpired term of retiring supervisor Philinda Young in 2004. She ran unopposed for election in 2008. Sharon has worked in the Elections office since 1989 and has worked previously as a fiscal officer, human resources director and assistant supervisor. 

Lee County Democratic Party Chairman Will Prather – Mr. Prather is an active leader in the Democratic Party including heading local campaign efforts on behalf of presidential candidate Barack Obama, and was elected chair of the Lee County Democratic Party following the presidential election. In addition to his political efforts, he is Executive Producer for the multi-state Prather Family of Theatres which includes the Broadway Palm Dinner Theatre.

The cost to attend FPRA’s May luncheon meeting is $18 for members, $25 for non-members and $10 for students.  Walk-ins are welcome for an additional fee. For more reservations or information, visit http://www.fpraswfl.org/.

PR Pro Bono Day: Branding Yourself and Your Business

Presenter: Christin Collins, Corporate Sales Manager, Norman Love Confections

Three keys to personal branding:

1. Name tag - with your company name, logo, colors - and use it!
2. Note cards.  Hand write as many notes as you can.
3. Introduce yourself with your full name and who you're representing.

Personal/self branding is about building a bond with the customer, showing you care.  Find out their passions and what's important to them.

Pretend you're peeling an onion when finding out what the customer wants and what's important to them.  Go to a deeper level to identify their needs.  Relating this to the non-profit world, you can grow commonality and build relationships by becoming involved in charitable causes. Let them know you care.  Be in the community, be passionate, be open, be celebratory of something off the topic of direct selling.

Remember it's not about you.  It's about the person you're talking to.  That's the key to being in the community, representing your brand and creating positive relationships.

PR Pro Bono Day: Customer Service and Surveys

Presenter:  Debbie Webb, APR, Executive Director for Hope Clubhouse

Customer service performed through building relationships.   You will be judged by what you do, not what you say.  If you truly want to have good customer service, make sure your business consistently does these eight things:

1. Answer your phone.  Get call forwarding or an answering service.  Hire staff if you need to.  Make sure callers can get a live person.
2. Don't make promises unless you will keep them.  Reliability is key to any good relationship.
3. Listen to your customers.  Let the customer talk.  Acknowledge them and make appropriate responses; suggest how to solve the problem.
4. Deal with complaints.  Give it your attention and you may be able to please this one person this one time.  
5. Be helpful, even if there's no immediate profit in it.  It will build loyalty.
6. Train your staff (if you have any) to be always helpful, courteous and knowledgeable.  Empower your staff with information and power to make small customer-pleasing decisions, so they never have to say, "I don't know," or, "I'll have to ask a manager."
7. Take the extra step.  Don't just point the way, lead the way.
8. Throw in something extra.  It doesn't have to be a large gesture to be effective.

Surveys are critical to providing good customer service.  This is how you know whether customers are satisfied or not. Ways to ask them... face to face, phone, mail, email a questionnaire or email an invitation to participate in a survey.  (Be careful not to violate the spam laws, though!)

The best time to conduct a survey is right after the service or contact.

A survey of one question, "will you buy from me again?" makes it too easy to answer yes, whether they mean it or not. Ask more questions to collect information about what to change, what not to change and buyer behavior.

However you decide to do your survey, the imporant thing to remember is to fix what people say they want fixed.  Let your customers guide your business.

PR Pro Bono Day: Media Interviews and How to Get your CEO Camera Ready

Presenter:  Susan Bennett, APR, CPRC

Susan Bennett Marketing and Media, L.C.

There are tricks to handling the media.  You can be in control.  Don't let the media control you.

Do your homework!

1. What do you know about the publication or program?
2. What do you know about the reporter?  Who's interviewing you makes a huge difference in what kind of approach you should take.
3. Who's the audience for that publication or program?  This will help you give appropriate answers for the audience.
4. Prepare a fact sheet about the issue.  You are the expert, not the media.  It's your role to teach them quickly.  Fact sheets allow you to get your message across in the way you want.
5. What are your 1 or 2 clear messages?  That's what you want to focus on in your interview.  Everything else can be on the fact sheet.
6. What questions do you NOT want to be asked?  Ask yourself how would you respond to that question if they do ask.  Be prepared ahead of time.

You should prepare and practice a "quotable quote" - a short 25-30 word statement or sound bite focusing on your key message, covering your primary point in simple, straightforward language.  Their clip will be 15-20 seconds out of the entire interview, which THEY select.  Keep your answer short and concise so it won't be taken out of context or edited inappropriately.  Use "nickel" words instead of "dollar" words -- use the shortest words possible.  Practice and rehearse this.


Here are some video examples of interviews gone wrong...
http://www.youtube.com/watch?v=lj3iNxZ8Dww  (Miss Teen South Carolina pageant)
http://www.youtube.com/watch?v=cXiWX0HmuUE  (Sarah Palin Katie Couric interview)
http://www.youtube.com/watch?v=1R0a9xq6uek  (Miss California on Larry King)


Preparing your CEO:

1. Review background materials.
2. Know what primary message you want to disseminate. (see "quotable quote" above)
3. Discuss the topic with members of your organization to discuss viewpoints and synthesize your best approaches.
4. Practice practice practice.  Mock interviews.
5. If your CEO needs notes, that's OK.
6. Consider what your CEO or spokesperson wears.  Never wear white or black.  Wear solids, not patterns.  The best colors for men are pale blue or ecru. Glasses are fine.
7. When the news is bad about your agency or company, never conduct the interview in your office.  That way, you can leave if you need to.  If the news is good, make sure your logo is front and center, though!

Another tip... Whenever you're being interviewed and there's a microphone or camera present, consider it live.  Whatever you say or do could be recorded and used.

Ways to answer...

1. Direct and immediate answers are best.
2. Do not ramble.
3. Buy time.  Just because they're there, suddenly at your doorstep doesn't mean you have to do the interview that very instant.  Ask for 10 minutes to finish what you were doing.  Then use that time to prepare and develop your message.
4. You don't have to answer every question that's asked.
5. If you don't know the answer, say so, but try to find out the answer.
6. Don't say "no comment" - it's never an acceptable response.  You can say the same thing without using those two dreaded words.  Come up with a friendly, alternative response.
7. When the question is negative, never repeat the charge in your answer.
8. Bridging is one of the most important techniques available.  A-B-C 
1. Answer the question  
2. Bridge to what you want to talk about 
3. Communicate your message

How to avoid negative interviews:

• Don't be caught by surprise. Develop contintency plans ahead of time.
• Know your media representatives.
• Develop a news release that answers the questions.
• Assign a spokesperson who knows your issue, your stand on it, and who is articulate.

Do all these things and become an EXPERT SOURCE.  The media will call you when they are covering a topic, resulting in positive coverage for you and your organization.

PR Pro Bono Day: Sponsorships and Media Kits

Presenter:  Karen Ryan, APR, CPRC, Public Relations Manager, LCEC

Most our audience are individuals who are solely responsible for communicating with the media.  Anything you can do to keep the media informed will help result in positive media coverage. 

There are two forms of media kits:  printed and online.  You should have at least the online version which is least expensive, but you'll need to be sure to drive the media inquiries to the online version.  Karen is speaking today primarily

Tips for great Media Kits:

• Less is More!  Include short, concise and relative background information about the company and key personnel.
• De-Clutter: Leave out the large amount of detail - just provide the high-level snapshot.
• Make it NOW.  Make sure the information contained is relevant and current.  Keep it updated to reflect current industry or community issues.
• Don't forget the brand.  Include photo CD, images, brand/logo throughout the kit.
• Double duty.  Duplicate your print version press kit online - but make sure it's also kept up to date. Send link to the media kit, not the attachment.  Many members of the media do not open attachments due to the dangers of computer viruses.
• Be clever.  Do something creative to inspire opening and retention of your materials.  Attention-getting items don't have to cost much to have great impact.
• Target the right person.  Research the correct contact person to avoid wasting your resources.

Checklist of things to include:

• Cover letter
• Contact information/physical location
• Company overview
• List of products and services
• Key executive bios
• CD high-res images
• Your business card
• Bonuses:  corporate metrics, demographics, testimonials, client list, case studies, recent media clips, awards, FAQ, corporate social responsibility

To optimize your sponsorship opportunities, utilize multiple mediums including traditional, social media, newsletters and mothers.  In making sponsorship decisions, some things to consider would include:

1. Pick the right opportunity.  Does it reflect your corporate values, key messages?  Does it build brand awareness and reach the target audiencee?
2. Sponsorships are opportunities, not outcomes.  What you do with the sponsorship is up to you.  Make the most of your message, think strategically.
3. It's not the same as charitable giving.  Sponsorships are typically funded from ad budgets and outcomes should be measurable.
4. Know what's imporant to your organziation and seek out those opportunities... face-to-face contact? networking? event tickets? logo placement?  distribution?
5. It isn't always about the money.  Consider other ways you can give "in kind" through time and talent within the company to help the cause.

Building Bridges between You and Your Boss or Client

PR “storyteller” Art Stevens, APR, Fellow, PRSA added a new perspective to the employee/boss and service provider/client relationship at yesterday’s FPRA Southwest Florida chapter meeting held at the Broadway Palm in Fort Myers. His reference to building bridges is more than figurative. In his own career, the act of building a bridge literally built a bridge between him and his boss, skyrocketing his career at a young age.

Stevens has had a very successful career spanning over four decades in public relations, which he says came about, “by accident.” After majoring in English at City College of New York envisioning a career as a top-notch editor, his actual meager beginnings as an assistant textbook editor grew through building some very important bridges. After helping his friend write a successful job application dubbed "Ode to Personnel" for Prentice Hall, he was returned the favor when his friend helped him get a position as assistant to the Director of Public Relations.

The CEO of Prentice Hall at the time was John Powers, who had developed a great interest in Japanese art and culture. Powers was creating a beautiful park near the Prentice Hall offices in New Jersey, which was to include an authentic Japanese Benkei-bashi bridge. The construction of the bridge was a major project. The young PR assistant Stevens suggested a dedication ceremony and was given the go-ahead. He took the lead role on the project, contacting dignitaries and making plans for the event. One day when the CEO, John Powers was asking for a special update on the event, Stevens was called in to provide details. Powers took note of the talent and work done, and asked to be updated personally by Stevens throughout the planning and execution of the event. Following the successful bridge dedication, he summoned Stevens to his office.

Powers asked Stevens how he would handle the public relations efforts on behalf of Prentice Hall, if he were given the opportunity. Although weak-kneed and very nervous, Stevens responded quickly and adeptly with much of his response crafted from the Cutlip and Center textbook he had been studying. Powers must have liked what he heard, since his next act was to promote the 25-year old Stevens to Director of Public Relations and to reassign his (former) boss to another position in the company.  It was the beginning of an exciting career in public relations, which still continues today.

Stevens boils down his experiences in building bridges with bosses or clients into six lifelong lessons:

1. Know thy boss or client. Be aware of their career path and interests.
2. Volunteer. Don’t be passive in your job.
3. Anticipate. Be aggressive, intuitive and ahead of the curve.
4. Don’t be afraid to speak your mind and tell it like it is. Be sure to know the whole picture and absorb all you can.
5. Always approach your boss or client with well-thought-out new ideas.
6. Always provide honest feedback on how things went – good or bad.

Thanks to Art Stevens for your enlightening discussion and also, thanks to Shell Point Retirement Community for sponsoring the luncheon meeting. 

Photo: Wendy Iverson, Jessica Clark, Rochelle Cherniawski, Kathleen Taylor, Art Stevens

Click here for another interesting article about Art Stevens being honored by PRSA with the Patrick Jackson Award for Distinguished Service.

Ready for a Golden Safari?

With a "super" Local Image Awards program under our "bat belts", it's time to polish up those entries (or create new ones!) for The 2009 Golden Image Awards Program! "Golden Safari" will have the judges hunting for the best public relations programs in the state. In 2008 our own Susan Bennett, APR, CPRC won the Dick Pope All Florida Golden Image Award - signifying the SWFAS Campaign to Build a New Detoxification Center was the best in the state!



All the details, as well as the Call for Entries can be found here on the Chapter's Web site. The deadline to take advantage of complimentary shipping sponsored by Gooderham & Associates is May 21, 2009.