Career

  • How COVID-19 has changed how we communicate by Jolene Peixoto

    In Career on

    We’ve heard the catchphrases – new normal, unprecedented times, Zoom fatigue, and more – on repeat over the last few months.

    But beyond how this pandemic has virtually changed our world in just about every way, how will it continue to impact us, in terms of our one of our core functions as PR practitioners – communication?

    Communicating with compassion and empathy

    Like many others, I too have stepped back and read and reread an email, press release, social media posting, or other messaging systems to make sure it comes across authentically, shows compassion, and above all, is not tone-deaf to the crisis affecting us all.

    It’s no longer about how consistent your news cycle is, how many press releases you can get out the door, or maintaining a steady stream of social media postings for your company (or client).

    It’s about purposeful, intent-driven communication that ties back, if possible, to our current environment. It is less about ‘business as usual’ and more about being sensitive to what we are putting out there in a public forum.

    Exploring new mediums in an all-digital world

    For many companies, working remotely will remain in place through most of (if not all) 2020. This includes travel, where many companies will have very strict guidelines in place on business travel. What does this mean? How can we think differently about how we communicate? What mediums should we consider for our companies and/or clients? With more opportunity to storytell and inform our customers, partners, and ecosystem, an all-digital world means more mediums in which to spread the word.

    From virtual events to live-streaming, to chats on various social media platforms. I’ve even seen some businesses driving attention to new video communications or updates on YouTube to tune in to the chat when the video debuts, to communicate live with the business. That’s a platform I would not have typically considered for communicating in real-time. And, with more availability from your executive team who are not traveling (but busy all the same!), there is an opportunity to put them front and center live on digital platforms we may not have had the opportunity for in the past.

    No more one-size-fits-all communication

    The COVID-19 pandemic has made clear that personal, 1:1 communication is more meaningful and impactful than ever before.  Personally, I’ve had more conversations with colleagues, executives, customers, and partners that have felt more engaging and authentic than before COVID-19. We stop and ask how the other is doing. We have a few minutes of non-work-related chatter. It’s less transactional and more personal.

    This goes for external communications as well. The stories we shape tend to focus more on management and communication tactics during a pandemic and how we are helping our customers and our fellow associates get through this crisis together. It’s about sharing the stories that will resonate with the everyday person, and not always the buyer personas or C-suite. It’s humanizing what our companies do, and how we work together to accomplish success.

    Above all, the COVID-19 pandemic has brought humanity back to communication and given us all a chance to pause and rethink how and why we communicate the message and in what mediums to deliver that message.  It’s made us take the time to connect – and reconnect – with each other and find common threads that foster relationships, which is even more important when we are all-digital for the foreseeable future.

    By Jolene Peixoto, Vice President, Corporate Communications at Blue Yonder

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  • How to Attract the Best Young Professionals by Annika Sison

    In Career, Membership on

    It’s that time of the year again – GRADUATION. A big, swirling pot of emotions, brimming with hope, nostalgia, reminiscences, excitement, and drum roll, please – job hunting.

    For many outgoing seniors, this last point is a rollercoaster ride. Companies can make the daunting trip a little smoother by offering young professionals a variety of benefits. To discover what exactly these benefits are, I went to a potent source of information – members of the Boston College Class of 2019. Luckily, my bright, job-ready friends were eager to share with me what workplace offerings stand out to them.

    Employers, listen up!

    Internally, there are two major elements that young professionals look for in potential jobs: ethical environments and meaningful assignments. These people want to know that they will be working for an organization that does the “right” thing in their eyes, resounding with their inner moral compass. Moreover, they hope that the work they will be doing will actually be contributing to company growth, allowing them to sharpen their skills and creativity.

    If an employee works in a non-unionized workplace and wants to try to unionize, the employee may well want to consult an employment lawyer. An employment lawyer from HKM can help by advising employees about their right to form a union and the activities in which they can engage in connection with that effort.

    An enormously important part of this internal work environment is coworkers; they have the power to make or break a career experience. A team with members who have a killer work ethic and the synergy to work together effectively and efficiently is a huge asset in order to foster conducive collaboration. Additionally, supporting diversity in the workplace is a critical aspect that young professionals desire; this extends to gender, race, sexual orientation, background, etc.

    Outside of the work environment, there are three areas where companies can differentiate themselves from the rest – opportunities to socialize, personal care, and professional growth. As noted earlier, who your coworkers are make a big difference. Young professionals place high importance on being able to mingle with people who share their values and interests in other settings besides in the office. Holding company-wide events, having clubs or committees that cater to common interests, and team-building activities, such as volunteering, are helpful for fostering bonds among coworkers. Next, where personal care is concerned, benefits like wellness programs, healthy office snacks, generous insurance coverage, and flexible paid leave are enticing options for young professionals. Lastly, opportunities for professional growth are influential to young professionals’ decision-making process in selecting and staying employed at their organizations. Career development can be facilitated by hosting different seminars and speakers that impart valuable new information and offering classes of interest (e.g., language classes) after working hours.

    There is a multitude of factors that can impact the trajectory of a young professional – from positive work environments to ethical standards, from professional development opportunities to diversity and inclusion initiatives. By taking steps to implement these factors, companies can be the best employers and attract the best young talent in our profession.

    Check out PRSA Boston’s Jobs & Internships section to post a job or search for a new job.

    Student Correspondent Bio: Annika Sison is a rising senior at Boston College, double majoring in Sociology and Communication. Upon graduation in 2020, she is looking to start a marketing career in the start-up space. Her professional interests include, behavioral science, brand management, and graphic design. She is always looking to build upon her skill set and take on new challenges.

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  • Fast Five: Larry Brantley at Chaloner & Associates Wants to Help You Land that Next Job

    In Career, Fast Five, News, Opinion, Thought Leaders on

    Larry Brantley, President of Chaloner & Associates, brings more than 30 years of experience in the communications, marketing and design world to his role at Chaloner.  a national executive search firm specializing in communications, public relations and marketing recruitment. He’s worked with brands such as JCPenny, HP, EDS, Texas Instruments, ConocoPhillips and many others to place executive level talent in the marketing and communications roles.  PRSA Boston recently had the opportunity to ask him for a few insights into the current job market.

    Q: What are some of the key trends you are seeing in the hiring process these days?

    A: Firms are now offering signing bonuses, relocation packages, enhanced benefit plans and increased compensation plans.  It is a candidate market.  Employers are having to compete for talent.  It has not been this kind of employment climate since the late 1990s.

    Q: What skills should PR and Communication professionals be looking to refine / develop as they start a job search?

    A: We all need to be proactive in developing our knowledge in online content creation and management.  Social media is key to all PR professionals.  Whether you create online content or manage crisis communications, it impacts all of us in a world where everyone uses mobile communications on a regular basis.  It is a qualifier in resume screening.

    Q: There was a time when communications and digital marketing jobs were separate.  Is that still the case?  If not, are you seeing employers who are looking for candidates with both sets of skills?

    A: Employers are looking for people who are multi-faceted in their skills and ability to do more for their company.  It is imperative that we, as candidates, are able to multi- task and spin many plates at the same time. Larger firms may separate traditional communications and digital communications to different teams.  However, small to mid-sized companies expect individuals to do both.

    Q: Are employers paying more attention to diversity in the hiring process? 

    A: Employers are ideally looking to have a balanced approach to life experiences, cultural perspectives and gender views in their business.  We do not have the same constraints that affirmative action required in the 90s, but our customers and clients look to see that our business reflects the market in which we live.  We approach all candidates as “talent”, not male/female, gay or straight, Jewish, Muslim or Christian.  The only consideration for us is who is the best qualified candidate to perform the job function. Our salary range budgeted is the same for all.

    Q: How important is experience vs. an ability to adapt and learn?

    A: Both are critical to the success of a new hire; however, adaptability is a critical component into cultural fit in an organization.  You can have all the experience in the world, but if you are inflexible, you will be out the door.

    Q: What mistakes should a candidate avoid in the interview process? 

    A: We do our best to prepare a candidate for an interview with our clients.  We share a little background on the individuals you may be meeting to help you be relaxed and familiar with who you meet. There are in my opinion some important things to consider-

    • Don’t regurgitate everything listed on your resume.  The resume helped to get you in the door but now they want to get to know you.
    • Let the interviewer lead the conversation. Don’t come in with your own discussion plan.
    • Be yourself. Don’t try to be someone you are not.
    • Thank the contact for their time and opportunity to meet.

    Looking for a new opportunity?  Check out the Chaloner website at http://www.chaloner.com or follow Larry on Twitter at @recruitinglarry

    About Fast 5

    This is a feature of PRSA Boston’s Hot Topics blog page. The expert subject is someone who is clearly in demand or on the go. But we know leaders like to share, so check back for insights, wisdom, author’s books about to hit the stands and other valuable tips. @prsaboston #prsabos

    Do YOU have a candidate for a FAST 5 interview? Email: Joshua Milne at josh@joshuamilnepr.com and

    pitch your subject expert!

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  • Fast Five with Deirdre Breakenridge, 2018 Social Media Summit Keynote Speaker

    In Career, Chapter Events, Digital Marketing, Events, Fast Five, Marketing, Social Media, Thought Leaders on

    Deirdre K. Breakenridge is Chief Executive Officer at Pure Performance Communications. A veteran in PR, marketing and branding, Breakenridge is the author of six books, including “Answers for Modern Communicators”, “Social Media and Public Relations: Eight New Practices for the PR Professional”, “Putting the Public Back in Public Relations” and “PR 2.0: New Media, New Tools, New Audiences.

    Deidre teaches online PR and social media courses for the UMASS at Amherst  and for Rutgers University’s PR Certificate course. She is also the host of a podcast program, Women Worldwide, interviewing women around the globe who are encouraged to share their incredible stories, educating, imparting advice and offering insights to show listeners. Women Worldwide has recently joined the C- Suite Radio Network, where Deirdre is recognized as a C-Suite Advisor.

    Deirdre will be the opening keynote speaker at the 2018 Social Media Summit on May 11 at Bentley University.  Join Deirdre and a host of other speakers for an amazing day as we explore how social media is being integrated in communications strategies at some of the region’s most visible brands.  Learn more and get your tickets here

    What prompted you to start PR Expanded?

    I launched PR Expanded (formerly PR 2.0) when I was researching and writing my book PR 2.0: New Media, New Tools and New Audiences. The blog was a way to document my social media journey, share topics covered in the book and gauge community member reactions and thoughts that I would include in my manuscript. Since the launch of PR 2.0, I’ve rebranded my blog as PR Expanded, which represents the many opportunities for PR professionals today. PR Expanded continues to showcase new roles and practices in PR as a result of the changing media landscape, advancing technologies and shifting consumer behaviors.

    What is a recent winning move your social media team has made for a client?

    We work with a digital marketing agency that is taking a stand on Artificial Intelligence and marketing ethics. A recent study of 6,000 consumers in the US, UK and Germany reveals consumer attitudes and concerns about AI. Our team was able to immerse ourselves in the survey data to come up with creative pitch angles. Our pitches have led to more media exposure in the form of byline articles, Q&A guest posts, radio interviews and expert commentary in business, technology and industry trade publications.

    What top deliverables do you look for in your social media team?

    Your social media team must deliver outcomes for your business. Yes, there are communication goals as a result of your campaigns, but you’re also tying what you do to higher-level business goals. A social media team that has a purpose and goals and sets up a measurement program that shows how social media directly relates to sales and lead generation, marketing optimization, customer satisfaction or brand health, is a team that gets the attention of the company leaders.

    What big goals or programs do you want your social media team to accomplish this year?

    Companies need to share stories and share meaningful information with the public, but they also need to create a sharing culture on the inside of the organization. Our social media teams are focused on igniting employee champions within the organization to create more strategic participation and greater momentum and engagement through employee networks. As a rule, good communication (including social media communication) starts on the inside of the company.

    What do you look for in a social media professional when you are hiring?

    A social media professional needs a balance of IQ and Emotional Quotient (EQ). It’s great when a candidate knows the areas of social media management, data and analytics and good writing and communication skills. However, the EQ is important when you’re dealing with a community and any issues or concerns that may arise. Showing EQ means stepping back to evaluate a situation in a social media community and having more empathy for your customer. When you blend the strategic with the empathy, you can solve problems and prevent the escalation of issues for your brand.

    When your clients just don’t get social media, how do you explain it?

    When clients don’t understand social media you have to show them why it matters in their world. Showing them could mean sharing the results of a competitor audit and how the competition uses social media. You might also reveal that the top companies in their industry are using social media to attract the best talent. You can also share how their customers, employees, media, and other important stakeholders are on social media giving them a reason to monitor or to engage directly. For these clients, it could be a crawl, walk run approach to get them comfortable with social media and understanding the meaning and value for their business.

    About Fast 5

    This is a feature of PRSA Boston’s Hot Topics blog page. The expert subject is someone who is clearly in demand, on the go, and nailing them down for a conversation is about as easy as … winning Powerball at $1.5 billion! But we know leaders like to share, so check back for insights, wisdom, author’s books about to hit the stands and other valuable tips. @prsaboston #prsabos

    Do YOU have a candidate for a FAST 5 interview? Email: Joshua Milne at josh@joshuamilnepr.com and pitch your subject expert!

    Disclaimer: The views and opinions expressed in this article are those of the author or the individual being interviewed and do not necessarily reflect the official policy or position of PRSA Boston, PRSA National, staff or  board of directors of either organization. 

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  • Fast Five with Melissa Mann, EF Education First

    In Career, Chapter Events, Digital Marketing, Events, Fast Five, Social Media on

    Melissa Mann is the social media and content manager for EF Education First, the world’s largest international education company and #1 Top Place to Work in the Boston Globe’s 2017 list. Melissa got her start as a fashion copywriter and remembers the day Instagram launched—she’s worked in social media ever since. She’ll be sharing her knowledge at the 2018 Social Media Summit on May 11 at Bentley University.  Learn more and register here.

    What prompted you to join EF Education First?

    I was working in the fashion industry, managing social media for an ecommerce brand and had the wakeup call that I didn’t actually care about fashion. Since studying abroad in college, I’d realized the benefit of travel and felt very strongly about the doors and perspectives it opened. So when I started asking myself what my values were and looking to align my work with something I believed in, travel was the theme. I found EF Education First through a former colleague and once I learned more about what EF stands for—opening the world through education and breaking down barriers through travel, cultural exchange, and language learning—I knew it was the perfect fit for me. Walking in, you can really feel the culture and the passion of the people who work at EF. I haven’t looked back.

    Do you have a favorite social media campaign? 

    I love seeing what other brands are doing in the social space and there are always a ton of good ideas out there. I really like what Southwest is doing with their “every seat has a story” campaign—it feels a bit like what we’re trying to do at EF with our storytelling and focus on our people. I am also a huge fan girl of Wendy’s on Twitter. They really own their voice and have such a strong personality that actually encourages other brands to pitch in. They’re super fun to watch.

    What are the most common mistakes – and winning moves – social media managers make?

    I think one common mistake is trying to retro-fit a channel to a solution. We’re always looking out for “the next big thing” and it’s easy to get wrapped into the craze of “let’s do this on Facebook live!” or “let’s add 5 polls to our Instagram stories!” I think it’s important to be able to take a step back and really identify what the goals are and decide what the best platform is to accomplish those goals. Winning moves are when you can adapt quickly to those changes, however, and leverage them in a way that supports your business. The sooner you can take advantage of updates like customizing your ad creative for Facebook, the sooner you’ll see that ROI.

    What are the top three skills in demand by your management?

    For anyone going into social media, I think it’s important to know a little bit about a lot of different areas of marketing. Of course you need to be specialized in social media, but there are a lot of us out there whose roles touch so many different pieces, from acquisition to customer care to email marketing.  Having some knowledge in each of those areas will make your role as a social media manager that much easier (while making you more marketable). So that being said, knowing how to run and manage some paid media (in particular, Facebook and Instagram ads) is a huge benefit. Knowledge of analytics and experience with tools like Google Analytics or Moz are also incredibly useful skills to have in your toolbox—bonus points if you can build your own reporting dashboards and make it easier to present that to your stakeholders. Finally, I think it’s super important to be detail-oriented. Social media is big and it’s fast, and it’s easy to make a mistake, like push an Instagram post to the wrong account (been there). Being organized and giving your attention to the small details will help keep you on top of it all.

    When management just doesn’t get social media, how do you explain it?

    This is a tough one; I think all social media managers and content producers go through this. I try to focus on the engagement and nurturing piece. Social media ROI can be really difficult to prove, but what you’re really building through social is a loyal, engaged community. Social gives you the opportunity to keep your brand top-of-mind for people (potential customers, e.g.) who are interested in what you have to say. By producing relevant, interesting content that ties back to your brand, your followers will remember (and choose) you when it’s time for them to make a purchase.

    About Fast 5

    This is a feature of PRSA Boston’s Hot Topics blog page. The expert subject is someone who is clearly in demand, on the go, and nailing them down for a conversation is about as easy as … winning Powerball at $1.5 billion! But we know leaders like to share, so check back for insights, wisdom, author’s books about to hit the stands and other valuable tips. @prsaboston #prsabos

    Do YOU have a candidate for a FAST 5 interview? Email: Joshua Milne at josh@joshuamilnepr.com and pitch your subject expert!

    Disclaimer: The views and opinions expressed in this article are those of the author or the individual being interviewed and do not necessarily reflect the official policy or position of PRSA Boston, PRSA National, staff or  board of directors of either organization. 

     

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  • As The Globe Goes Digital, News And PR Still Rely on Personal Relationships by Dick Pirozzolo, APR

    In Career, IPN, Media Relations on

    Larry Edelman, The Boston Globe deputy managing editor, told independent PR agency heads that, while declining print subscriptions portend an all-digital newspaper, building good old-fashioned relationships still counts when it comes to news coverage in New England’s biggest newspaper.

    At a recent meeting organized by the Boston Chapter of the Public Relations Society of America, Edelman told some 30 small PR agency owners, “We have 95,000 paid digital subscribers, the highest among regional papers,” which is fast approaching half the total subscribers as “print subscriptions slowly decline.”

    With classified advertising for autos, employment and real estate no longer able to support the operation, The Globe has had to increase the cost to the readers for providing them with information. “When we’re charging a lot for the product it really has to be good, and when readers log on they want to get the highest-quality journalism. The paper has to be sold on the merits of quality,” Edelman added.

    Given changes in the way people access information, especially international and national news, The Globe has reduced its commitment to staffing bureaus in Washington, DC and overseas. “Our motto is to provide journalism you can’t get anywhere but The Globe.” For media relations pros, that means offering its reporters exclusive, newsworthy information about local businesses and organizations and their impact on the community.

    At the meeting, run by public relations consultants Hank Shafran, Edelman emphasized, “It comes down to building individual relationships” for both PR pros and reporters as well. “Even though information is available online, reporters still have to get out of the office to cover stories in person and PR folks have to build relationships with reporters. News is a relationship business – a good batting average though is worse than a major league baseball player,” in terms of successful placements.

    Edelman urged PR professionals to look beyond your own client for broader stories with greater impact. He pointed out, “A hotel company that was building properties in the outlaying parts of the city such as Allston and Brighten pitched a story about the business.” Rather than publishing a story about this one company, “The Globe did it as a trend piece, which made it a stronger and more interesting article.” Everybody won.

    When asked about whom to contact, he recommended sending email pitches directly to reporters since they know more about the topic and editors have too many additional responsibilities to focus on content, though alerting both the reporters and their editors is acceptable.

    Joshua Milne, who focuses on sports promotions and media relations, asked whether editorial visits during which company executives visit the editorial staff in the newsroom to provide background information, with no expectation of coverage are still viable.

    Both Edelman and Hiawatha Bray, who has been covering technology for the Globe since 1995, encouraged the visits, especially when the executives are willing to come to the newsroom. Bray joked, “I just met with a company and they were all from MIT, so I figured it must be important.”

    Veteran business reporter Jon Chesto is known for taking a lot of editorial meetings. “He meets more people in a day than I meet in a month,” quipped Edelman. Notwithstanding, when publicists pitch stories they need to know the topic. Bray said, “It’s disrespectful to call a reporter and not know what your product is or what it does and then fill the void by using terms like ‘best-in-breed’ or ‘disruptive technology.’”

    Bray chided PR people who call at 5 o’clock to pitch stories, and for trying to be creative, “Don’t write a story like ‘Once upon a time,’ just the facts please.”

    Other changes at The Globe include The Express Desk, which was started last year and is staffed with 25 reporters and editors to deliver breaking news – “immediate news drives a lot of subscriptions,” Edelman said adding that Express Desk tracks readership and revises headlines if an interesting story isn’t drawing readership.

    In addition to the Spotlight Team, the famous investigative reporting unit featured in the eponymous Oscar winning movie about sex abuse in the Catholic Church, Edelman, noted, “We created a subset of the Spotlight Team that, instead of spending months on a story is poised for quick investigations that might take only a week or two. One of its latest accomplishments was an investigative report on a recent Massachusetts State Police scandal over no-show traffic details.

    Despite the modern newsroom in the heart of the financial district, the absence of the monster Web press, and a hugely successful formula for a digital newspaper of the future, Edelman said some things in Boston remain constant: “Who’s driving the most subscriptions? It’s still sports.”

    Dick Pirozzolo, APR of Pirozzolo Company Public Relations is a Boston communication consultant whose credentials as a professional journalist include membership in The Society of Professional Journalists, The Foreign Press Association of New York and the National Press Club of Washington, DC.

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