October 12, 2019In Fast Five on
Adam Ritchie is moderating our Oct. 30 panel called Communications Results: Data CMOs Want. This topic arose from a recent conversation thread on LinkedIn that hit a nerve and generated its own dialog, revealing a debate with questions about what CMOs and CCOs find valuable in PR results data. There is a lot to be said about how to distinguish PR data that ties to a true business impact vs data that is not much more than conflated data points intended to justify work and budgets. Ahead of this exciting program, Ritchie provided some excellent insight.
Q1: Could you share a time you noticed the consequences of inaccurate PR results reporting?
When a new client said a previous agency earned at least 100 pieces of coverage within a day of every press release, we knew they were referencing what PRWeb calls “pickup,” what Business Wire calls, “syndication” and what PRNewswire calls “distribution.” These are content partnerships between news wires and news sites, where press releases are published verbatim on backdoor areas of the sites, invisible to any browsing consumer and should never be passed off as real results. It confuses clients, leads them to believe coverage happens at the push of a button and makes what we do appear commoditized.
Q2: How can PR professionals improve their results reporting?
Most clients know when they’re being served fluff, and unfortunately some of them have come to expect a certain degree of it from their agency partners. PR professionals have to resist taking the easy road offered by their own vendors, and not pass unbelievable metrics along to their clients. Clients need to hold agencies accountable for metrics that look too good to be true. Focus on quality. Quality of concept, outlet, message, visual and tone, tracking to agreed-on organizational priorities – and ultimately quality of outcomes.
Q3: How far into an organization should PR reporting go?
A mentor once said, “Merchandise up until you get your hand slapped.” If you’re reporting something big, take it all the way to the top of the organization. PR can’t afford to get bottlenecked internally. CEOs and colleagues need to know why a powerful result happened and which part of the strategy brought it about. Don’t save it for regular check-ins; insightful, immediate, shareable reporting is some of the best reporting you can do.
Q4: What is the biggest measurement challenge in PR today?
In consumer product PR, the biggest measurement challenge is Amazon’s influence on lifestyle media. Most major news outlets are now part of Amazon’s affiliate network, and receive a portion of sales when a reader clicks through their coverage and buys an Amazon product. Editors are insisting on only using an Amazon link when they cover a brand, rather than backlinking to a client’s website. Amazon hoards all of this inbound conversion data, creating a blind spot in PR’s ability to prove its effectiveness. At a time when quantifiable results are top-of-mind, PR’s direct impact on sales is getting cut out of the picture.
Q5: How do you feel about the industry’s renewed emphasis on measurement?
The obsession with data and metrics, paired with the urge to quantify everything, is not good for brands. The numbers are being prioritized above the spirit of the work. Some people call it paralysis by analysis; I call it the fetishization of measurement. The best campaigns – the things that people in companies look back on as their proudest moments and the boldest, most adventurous moves they made – the things that earn respect for the PR profession – most of them would never have happened if someone got too hung up on measurement at the outset. You can’t afford to be anti-measurement, but measurement needs to take a back seat to concept if you want to do something great.
Adam Ritchie is an industry disrupter in the best sense of the word, redefining the impact of being an independent practitioner handling top-tier brands. This past year he has set a 50-university philanthropic speaking goal to drive a conversation about how the PR profession can and should reinvent itself. He recently discussed with PRWeek this very topic of producing results data that is ethical, accurate and strengthens PR’s reputation. Adam’s agency has been recognized with many coveted industry awards in recent years. He is a graduate of the Newhouse School at Syracuse University.
March 26, 2019In Cannabis, Chapter Events, Crisis, Entrepreneur, Fast Five, Government, Media Relations, PRSA Member Feed, Public Affairs, Thought Leaders, Uncategorized on
Francy Wade owns Chatter Boss Communications, a boutique communications consultancy with clients in both the private, public and non-profit sectors. Some of her recent work been has been on behalf of new cannabis companies, including one of the state’s licensed dispensary pioneers, Cultivate. Her career is a convergence of public relations, research, politics and news experience. She recently sat down with Loring Barnes to chat about the unique experiences of launching Massachusetts into the new world of legalized marijuana.
Has serving clients in the marijuana sector in any way inhibited your PR consulting practice?
When I started Chatter Boss a little over a year ago, I had no idea how large the market was for what I was selling: High-touch, high-energy, low-process PR. I love to tell great stories to the right journalists and audiences and not get bogged down in process. I am so blessed that I’ve had an over abundance of clients retain me over over the past 15 months. Usually, my clients and prospects love to see the crazy mix of subject areas I work in. From higher education and education equity to healthcare, fashion technology and marijuana, it has been a wild ride.
I did, however, lose one piece of new business because of my work in the marijuana space. It was a controversial development project and the company CEO was staunchly against legal cannabis. I am absolutely respectful of people’s opinions and understood his perspective. But, before I walked away, I did want to make sure this individual knew I am the ultimate professional and one client’s point of view never impacts another’s.
Marijuana isn’t legal nationwide, which has resulted in a prohibition or high restriction of social media usage by dispensaries and cultivation facilities. It’s almost a throwback to our pre-social communications era. How have you helped your cannabis clients to maintain a brand voice as more of these licensed companies have had to launch while being handcuffed in their use of social media?
I like to use social media as a storyline with media pitching for my marijuana clients. In the days after legalization in Massachusetts, all of my clients’ social accounts were shut down. On the surface, it might seem debilitating, but not for me. Facebook, which owns Instagram, never gave an exact reason for the move and I thought that was a GREAT storyline for TV and digital media. Interestingly enough, just last week, Facebook announced it was easing its ban on marijuana content, which provided a great pitch point for some stories you’ll see appear very soon. I’m such a tease!
You’re a parent and travel in other business and community circles. And you aren’t a pot user. Do you find that when people know that as a PR professional, you are a communications counselor to cannabis companies like Cultivate and Sira, that conversations abruptly shift from scouts and soccer to the curiosities of marijuana, and how do you navigate this?
I do a lot of work in my children’s schools and I am even a catechist for the kindergarten students at my church. So when it comes up that I also happen to work in the marijuana space, people’s jaws hit the floor. I’ve been a goody-goody my whole life, so having a shock factor in my mid-thirties is kind of fun!
I started out my career as a journalist, so I pride myself on always seeing things from all sides. Before talking about any of my clients, I tend to allow people to tell me how they feel about the industry instead of voicing any opinions. It makes people feel at ease with the subject. If people do have a differing opinion, I tend to share some stories that opened my eyes to the benefits of cannabis as a medicine for veterans. Then let the conversation transfer to the trouble with the illicit market and how many jobs and how much revenue we will get from the legal industry.
What do you read to keep on top of cannabis business trends, innovators and subject experts? How would you advise someone to steer clear of disinformation?
I have to say, my clients are the best source of information for me. They have a way of explaining nuanced regulations and trends better than anyone. I feel lucky to work with such smart innovators like Sam Barber of Cultivate and Mike Dundas of Sira. I tend to use them to help journalists understand the stories they are writing, even if they aren’t going to be quoted. The way I see it, we are all building this industry together. Storytelling and the reporting being done will help us document this for the history books in the future, so it is critical we get this right.
I really like the reporting the Boston Globe has done and the way they have dedicated reporters to this beat exclusively. I had a meeting with some of their staff, including Linda Henry, last year and encouraged them to create and entire Cannabis section of the paper. Similar to the Travel or Arts. It is complex, not only as a political and social issue, but the industry involves banking, scientific and marketing aspects too. It needs to be treated as the unique behemoth subject that it is.
You’ve had your consultancy, Chatter Boss Communications, for just over a year, after working in respected PR agencies, political campaigns and television news. Did opportunity create the impetus to strike out on your own, or did you decide to take the plunge and hope that the clients would follow? How has life as a solo practitioner surprised or rewarded you, and how would you counsel others who are considering to follow suit to think through this decision?
I have three children, a 13-year-old stepdaughter, a 5-year-old son and 4-year-old son. When I started taking care of my daughter when she was a toddler, I realized how fast time flies. After having my oldest son, I made a very easy decision to not go back to an agency. Instead, I networked my way into having a few clients and projects that kept me in the game. After my second son, I was approached to more formally work with a political polling firm and got involved with the campaign to regulate, tax and legalize marijuana. When the campaign came to a close, I had a series of fun lunch meetings with former colleagues and friends who kept asking me if they could get me to tell their stories and I gave birth to my fourth child which is Chatter Boss.
I was meant to be an entrepreneur. It’s in my DNA. My dad owns his own business and he, like me, does some of his best work from places other than a desk and office. My mom, a teacher, stayed home with me until I was in high school, before going back to work and getting her masters. I am trying to take a page from both of my amazing parents and be the best mother and businesswoman I can be. None of this would be possible without my husband’s support. He is, by far, the most talented storyteller I’ve ever met. We don’t have a nanny or full-time help. We work as a team to make sure we are at the top of our parenting and professional games at all times.
I don’t think agency life is for everyone and I certainly don’t think the solo practitioner road is one that most people find attractive. It is uncertain, exhausting but ultimately exhilarating. I’ve been called naturally caffeinated, which is the highest compliment, and what I think has been the secret to my success in this most recent chapter of my communications career.
Meet Francy Wade on Thursday, April 4th (@chatterbosscomm) and hear about the landmines and victories on the cannabis industry’s journey in Massachusetts. She joins an A-lister panel of marijuana business experts and policy influencers. The lively discussion will be lead by Jess Bartlett (@BOSBIZJess), veteran cannabis and craft beer beat journalist for the Boston Business Journal. Click on this LINK to get your ticket. Special rates for students, young professionals and members.
May 21, 2018
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.
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