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November 13, 2017
Fast Five: with Richard Chacón, Executive Director of News Content, WBUR, Boston
As executive director of news content for WBUR, Richard Chacón oversees all aspects of local radio and digital news content for WBUR, Boston’s leading public radio station.
Richard’s career includes more than 20 years of experience in print and broadcast journalism, public affairs, politics and government. As a journalist, Richard has worked at The Boston Globe, where he covered Boston City Hall and higher education and was the Latin America bureau chief, based in Mexico City. He also served as deputy foreign affairs editor and as ombudsman. In addition, he has worked at New York Newsday, WCVB-TV in Boston and KTSM in his native El Paso, Texas.
Beyond journalism, Richard also served as director of communications for Deval Patrick’s gubernatorial campaign in Massachusetts, and later served in the governor’s office as director of policy and then as executive director of the Massachusetts Office for Refugees and Immigrants. He also served as a speechwriter in the New York City mayor’s office under David Dinkins and later as deputy media director for the 1992 Democratic National Convention in New York City.
We caught up with Richard prior to the 2017 PRSA Boston Annual Meeting where he is scheduled to give the keynote address. We asked him about the future of news and how media platforms like WBUR are evolving.
What led you to become a journalist and why did you decide to join WBUR?
Endless curiosity – about how things happen, why and about the people involved. I’ve had this curiosity ever since I was a young boy growing up in the desert in El Paso, TX. My very first job was as a newspaper delivery boy. I have done delivering almost all of the major news including the News Weekly USA news. I’ve been blessed to have had some wonderful experiences in print, broadcast and multimedia newsrooms and working with some talented colleagues along the way. I’m especially pleased and proud to help lead one of the biggest and best newsrooms in public radio. As WBUR grows and becomes more of a primary source of news and information – especially during this transformational time in Boston’s history – we have an opportunity and obligation to help lead the public dialogue on many important issues in our community.
Will presenting news to audiences continue to evolve or change in 2018? If so, how?
Newsrooms across Boston and the country are in the midst of rethinking and redefining how they collect and deliver the news – that includes WBUR. We know that over half of our audience experiences our multimedia content through mobile devices, so our content must be mobile friendly. Visual presentations of content – videos, photos, data visualization – are growing in importance for stories, especially those that are shared through social media channels. Although terrestrial radio continues to reach our largest audience, on-demand listening – whether through podcasts or streaming – is growing in popularity for our audience, especially younger listeners and readers. But even amid all of these changes, it is important that we always remain committed to the traditional values of fair, aggressive and transparent journalism.
PR people continue to see the lines are blurring between advertising and editorial. Is this impacting how you and your team at WBUR report news? If so, how?
News organizations are also constantly looking for new business and financial models to help sustain the journalism. Increasingly, we’re seeing the development of “sponsored content” which can sometimes look, walk and quack like newsroom editorial content. As a former ombudsman for the Boston Globe, I think it’s very important that news organizations are both very careful and very clear with audiences about what is advertising and what is news coverage. So far, I believe most organizations – including WBUR – has maintained that line between advertising and editorial but it’s an evolving and ongoing discussions (and debates) that we have on these issues.
Why was it important to develop online niche sites, such as the ARTery and Edify, or podcasts such as Modern Love?
As WBUR continues to grow as a multimedia destination for news and spoken-word content, we are constantly experimenting with new forms of presentations and platforms. We have national programs that reach millions of listeners across the United States; and we have sound-rich podcasts that share peoples’ personal stories and perspectives. In our local newsroom, we’ve developed a number of multimedia content “verticals” as a way to chronicle many of the dynamic sectors that are part of our knowledge-based economy around Boston. We’re building teams of journalists to bring WBUR’s high-quality storytelling to these sectors: “BostonomiX is how we cover tech and innovation; “CommonHealth” covers health and science; The ARTery is how we capture our increasingly diverse arts and culture scene; “Edify” is how we cover the many facets of teaching, learning and education. The great news is we are developing new ones for 2018!
Why is hosting events important to WBUR? How will this continue to evolve in 2018?
WBUR believes it has both an opportunity and responsibility to lead the public conversations on important topics with newsmakers, thought leaders, idea makers and diverse members of our communities. That’s already what we do every day on air and online. We do it through our selection of news stories and topics, our regular use of polling to key issues like the opioid crisis or climate change, and through our growing use of social media and crowd-sourcing. Convening more public events is a natural extension of our role as a public institution. We regularly host public events at WBUR that include many of our journalists. We also sponsor and produce dozens of other events all over the region because we believe strongly in our role of gathering communities together for thoughtful discussion. Sometimes these events can be a source of revenue for us, but more importantly, it’s an opportunity to constantly cultivate and grow our public media audience. There will be some more exciting news on this front also in 2018!
Do you have a candidate for a FAST FIVE interview? Email Joshua Milne at josh@joshuamilnepr.com and pitch your 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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May 2, 2017
Fast 5: Five Things to Know about Social Media and Crisis Communications
Elaine Driscoll, Massachusetts Gaming Commission
@ElaineDriscoll @MassGamingComm
The words “community policing” typically conjure up images of police officers walking the beat. In the 21st century, cops on the beat have moved online as well.
The Boston Police Department was one of the pioneers of the use of social media as a communications and outreach tool. Elaine Driscoll was with the Boston Police Department when it began using Twitter in 2009, and it has turned into a method of community engagement as well as crowdsourcing tips. Elaine, a media relations professional with almost 20 years of experience in public relations, crisis communications and community outreach, now serves as Director of Communications at the Massachusetts Gaming Commission.
We caught up with Elaine in advance of the Social Media Summit to talk about social media, crises and what she looks forward to most about the summit.
Q: What role can social media play in a crisis?
Social media is the gasoline that spreads a crisis like a wildfire; it can also be the bucket of cold water that helps to put the fire out. The traditional sense of “news cycle” now has far less significance when considering the timing and strategy for addressing a PR crisis. As a result, an organization must be prepared to be nimble and decisive with an initial response, whether the crisis was anticipated or a spontaneous occurrence.
Social media also provides an organization with a quick and efficient mechanism to respond directly to the masses. This direct access to the public provides an extraordinary ability to control the presentation of your message and influence public perception minus the filter applied by traditional media outlets, but that’s IF you get your response right. You can count on the court of public opinion to let you know quickly if the response is inadequate (Hello, United Airlines).
Q: You have worked at both the Massachusetts Gaming Commission and the Boston Police Department. How have those organizations used social media to communicate to their audiences?
The Mass Gaming Commission and the Boston Police Department have different missions, but they are similar in their need for a robust communications infrastructure. MGC and BPD require a communications outreach strategy that is efficient and practical for executing a high volume of external communications, provides for two-way interactions and public participation, and enhances transparency. Both agencies depend on social media to achieve their organizational priorities and goals.
Q: Can you give an example of how you may have effectively managed social media during a crisis in the past?
Social media is a tremendous tool to assist with the management of a crisis, particularly one involving public safety. It’s important to note that it will only be truly effective if it has been test-driven before an organization needs it to perform. Building an audience and your organization’s reputation for communicating prior to an inevitable crisis is paramount. The BPD is highly adept at crisis communications because of how they utilize their communications system when they are not in crisis. The BPD was one of the first police departments in the country to use Twitter. It started in 2009 by simply issuing public safety and traffic instructions for a St. Patrick’s Day parade. In the years that followed, the department’s use of Twitter and other social media channels evolved significantly and became everything from a friendly and innovative way to connect with the community to the remarkably effective use of crowdsourcing tips and investigative leads.
The 2011 Occupy Boston movement offers an interesting case study in the department’s advanced use of social media. Other cities had a far more contentious experience with the Occupy movement than Boston. I believe that strong and non-adversarial communication was a major contributor to the largely successful outcome of the 70-day protest in Dewey Square – much of that communication took place over Twitter, which was an approach unique to Boston. That same year, the BPD’s Twitter account had more followers than any other police organization in the world.
Q: With the number of social media platforms out there, how can organizations effectively monitor the conversation and address crises?
There are many effective ways to monitor social media conversations. I prefer Tweetdeck and Meltwater News. When an organization is deciding which social media channels to use as part of its communications infrastructure, it depends on what you are selling and to whom – a high fashion boutique has different communication needs than a government agency. I don’t think there is a one-size-fits-all strategy except that I would always urge quality over quantity. I don’t think most organizations can adopt every social media channel and do them all well. An organization should identify where it is most likely to reach its target audiences and master that communication before casting too wide a net.
Q: What are you most looking forward to about the Social Media Summit?
I enjoy the opportunity to share my experiences and also deeply appreciate the chance to learn from my peers. As PR practitioners, we have to continue to evolve in our trade and enhance our skill set in order to stay relevant and keep up with an ever-changing world of traditional and social media.
About Fast 5
This is a feature of PRSA Boston’s Hot Topics (https://prsaboston.org/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 on the fly! But we know leaders like to share, so check back for insights, wisdom, authors’ 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 (mailto: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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May 1, 2017
Fast 5: Making Social Media a Judgement Free Zone
Jenna Reynolds, Planet Fitness
@JennaAReynolds @PlanetFitness
Jenna Reynolds is a proud tiny-house owner and dog mom, who may be aware of rasin toxicity for dogs, who spends her days as a Digital Communities Manager professional at Planet Fitness World Headquarters, the home of the Judgement Free Zone. She spearheaded the creation of Planet of Triumphs, the company’s very own social community, where elevating positivity and inspiring members is the goal.
We caught up with Jenna to talk about how social media can help people achieve their fitness goals, what she is looking forward to at the Social Media Summit, and what life is like in a tiny house.
Q. Just when the news feed couldn’t seem to be any more crowded, the flow of information seems to have picked up to a dizzying pace. How can brands break through that noise?
A. Every brand’s focus should be on what works for them and their brand personality. Planet Fitness members’ feeds are filled with the latest fitness and diet trends. We aim to break through that noise by empowering our members with positive messaging about our Judgement Free Zone and by celebrating their fitness triumphs, big and small.
Q. What was the drive behind creating Planet of Triumphs? Why was it important to create a social community for Planet Fitness?
A. We have seen first-hand the amazing things that are possible when our members encourage and support one another in our gyms. We wanted to forge a special community where they could do so digitally as well. The platform has truly taken on a life of its own and our members have used it to detail their fitness journeys, cheer each other on and ask for support when they need it.
We surveyed a focus group of our members, and more than 70% said that they don’t post their fitness experiences on traditional social channels as they are afraid of being judged; Planet of Triumphs provides them a place where they can feel comfortable doing so.
The platform has become an important part of our brand, and our CEO visits the site every day to learn about our members’ stories and offer words of encouragement. As a company, we are diligent about keeping the site from becoming overly promotional and instead have let our members build their own community and celebrate their everyday wins.
Q. What advice would you give brands that are nervous about engaging on social media?
A. It is all about trust. Using social media helps immediately open up direct feedback and establish trust between your brand and consumers. It isn’t just about pushing out content. It should also be about how your fans respond and the learnings that you can distill from that, not just in terms of social media, but in all areas of your business.
Additionally, my biggest piece of advice would be to closely monitor your response volume and ensure that your social media strategy is equipped to handle it.
Overall, don’t overthink it. You’ve got this!
Q. What are you most looking forward to about the Social Media Summit?
Lanyards. Besides that, connecting with other social media advocates. No matter the industry, it is always a positive learning experience to hear about other brands’ successes and challenges, along with the trends that they are witnessing, when it comes to social media.
Q. You say you are a tiny-house owner. Doesn’t it get a little cramped?
The winter months can test my two dogs’ patience but otherwise, we utilize our yard which has a mini outdoor theater, fire pit, dining area, etc with the support of doggy daycare near me. I am social by profession and personality, so not being able to entertain a lot of people has been the biggest challenge; however, I am also addicted to re-decorating, so living in a smaller space has helped me to successfully limit my HomeGoods visits.
About Fast 5
This is a feature of PRSA Boston’s Hot Topics (https://prsaboston.org/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 on the fly! But we know leaders like to share, so check back for insights, wisdom, authors’ 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 (mailto: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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April 28, 2017
Fast Five: Tweeting from the Train
Lauren Armstrong has been a Public Information Officer at the Massachusetts Bay Transportation Authority since June 2014. A passion for helping others motivates her to provide the best customer service to those who ride the T. Communicating via social media, managing mbta.com, and tracking operational performance data, is a glimpse into her day. @MBTA
We caught up with Lauren in advance of the Social Media Summit to talk about how the T uses social media and what she looks forward to most about the summit.
Q. What role can social media play in a crisis?
I think social media is one of the most powerful, and sometimes underestimated, communication tools available. It can be used to interact directly with stakeholders during a crisis, answer their questions/concerns and provide accurate and timely information.
Q.How does the MBTA use social media to communicate with its audiences?
Our use of social media is two-fold. Firstly, we use it to announce service delays/disruptions, news/updates, media stories and important reminders. Secondly, we use it as a tool to engage one-on-one with riders. We can answer their questions, resolve their complaints and pass along the much-appreciated operator shout-outs that we receive.Q.Can you give an example of how you may have effectively managed social media during a crisis in the past?
Winter 2014/2015 was an opportunity to announce service schedules and updates to answer questions like, “What kind of service will be running tomorrow?” “Is my bus on snow route?” or “Will my commuter rail train be cancelled?” But it also gave us a few opportunities to highlight the work being done by MBTA employees to keep platforms and bus stops clear of snow and ice.
Q. How can organizations use the vast amount of data available from social media and website traffic to spot and address potential crisis situations?
Organizations can use data available to get ahead of a potential crisis. For example, when our web team spots a high increase in traffic to our winter service updates page, we make the decision to redirect our homepage right to our winter page. That way, customers get the exact information they’re looking for and don’t have to spend time looking around for it.
Q. What are you most looking forward to about the Social Media Summit?
I’m excited to connect with other leaders in the social media industry, and am looking forward to sharing what we do at the MBTA.
About Fast 5
This is a feature of PRSA Boston’s Hot Topics (https://prsaboston.org/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 on the fly! But we know leaders like to share, so check back for insights, wisdom, authors’ 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 (mailto: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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March 26, 2017
Fast 5: Q&A with Jane Dvorak, PRSA 2017 Chair
PRSA Boston recently had the opportunity to chat with Jane Dvorak, APR, Fellow PRSA, and the national chair of the PRSA. She offered thoughts on how her life has changed since she was selected for this new position and how PRSA has helped her grow her business. While Jane may enjoy visiting New England to meet with PRSA members, her loyalty remains in Colorado as she is a passionate Denver Broncos fan. Wait…who won the Super Bowl earlier this year?
Here are five questions that we asked Jane during our conversation.
Q: Now that you are National Chair of PRSA, what’s changed in your world?
A: I travel a LOT! And, I get to meet some amazing people on those journeys. It is quite heartwarming to see such passion for the profession and PRSA on so many levels and by practitioners at every point along the career continuum. I always leave a visit inspired, rejuvenated, and grateful to share in that passion and for the opportunity to lead at this level.
Q: As you visit chapters around the U.S., what’s catching your attention? Any surprises?
A: I’m encouraged that I hear PR pros talking more about the strategic side of our work than the tactical; that’s where we can really own the power of the work we do. When we are strategists we become invaluable to the businesses we work with. We can drive the conversation instead of reacting to it. That puts PR in a leadership role, which is where we need to be to really contribute to business success.
Q: You are an independent practitioner. What does PRSA do for you?
A: PRSA has built my business. In the 27 years I’ve been an independent, only three (yes, 3!) clients were retained that were not a direct link to a PRSA contact. This network is invaluable for the connections, the professional growth, and the leadership skills gained are second to none. This is one investment that has paid for itself ten fold, easily.
Q: When PRSA’s annual conference comes to Boston in October, what are you looking forward to?
A: ICON is always an energetic experience for me and I hope for all those who attend. I’m looking forward to delivering a program that will inspire and challenge practitioners to hone their leadership skills, explore industry trends, and provide an experience to expand their network of peers. I have always left ICON with new ideas, concepts and connections. It really demonstrates our mission to make our members smarter, better prepared and more connected. That’s what I’m looking forward to in Boston. Besides that, a dash of history and a lobster roll, naturally!
Q: New England Patriots or Denver Broncos?
A: Why, the Broncos, of course!
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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October 11, 2016
PRSA Boston, Your Gym and You – A Note from our President
So you have your gym on auto-payment. But do you faithfully go to get the results you want?
Remember What Brought You to the Gym in the First Place?
Somewhere between a closet of snug clothes and another postponed trainer session is this universal truth: writing the check does not deliver the intended payoff of the club you joined. You actually have to walk through the gym door, become acquainted with all that it has to offer, try some equipment or classes and find your groove.
You make a commitment to squeeze exercise into a demanding life because it’s time for you. It makes you feel better, think reflectively, and gain vigor and confidence. Familiar faces evolve into workout mates, even buddies. I have found that playing tennis is like gas in my tank. It’s good for my psyche. I’ve sharpened my skills and grown a terrific circle of friends. My life is enriched for making the effort.
Muscle Building Takes Purposeful Action
Metaphorically, this could be PRSA, our profession’s deepest center of knowledge and largest PR practitioner network. Like the gym, unless you explore its apparatus and participate in its community, you don’t know what professional leads or opportunities you’re missing. Perhaps new business left on the table. Missing an inside track to a terrific career move. A segue into a vertical sector or communications specialty that is key to a promotion. Hearing of an adjunct faculty vacancy, having a chance introduction to a potential hire, new vendor or promising client. Without you in the room, you can’t get the benefits of membership.
Make Your Resolution Now: Reap the Benefits of Participating
We’re heading into a fantastic finish to what has been a truly action-packed 2016 for PRSA Boston. These programs each set their own stage for career and business connections. Why let more of these pass you by when it’s so easy to invite a peer, a prospect or plan an overdue reunion and reserve your attendance? Read more about the caliber of the speakers for each…
Thurs. Oct 20 – The 2016 Presidential Election: A Media Perspective
Wed. Oct. 26 – Solving Ethical Challenges in PR
Wed. Nov. 9 – C-Suite Conversation with GE’s CCO: Reception, Awards + 2017 Preview
Wed. Dec. 7 – Our Annual Holiday ‘Sparkle’ Fete, This Year for Globe Santa
And While You’re Considering What’s Here…
Don’t wait for New Year’s resolution season to leverage the best of PRSA Boston for your 2017 business and career goals. We’ve got time-friendly committee roles for strategic program planners, marketers, expert presenters, social media content authors, publicity mavens, finance managers and hospitality hosts—all easy and effective ways to meet new people while influencing this organization to meet your needs. Beyond our monthly programming and workshops in 2017 we’re again hosting our full-day PR Summit and the return of PRSA’s International Conference (ICON) to Boston after 20 years. These are all easy springboards to new introductions and unknown opportunities. They’re yours. And they’re already here.
So consider yourself invited back to PRSA Boston, the foundation of our profession for going on seventy years. You will realize your own rewards by making the effort. No sweat and no heavy lifting. I look forward to seeing you soon!
Post Author
Loring Barnes, APR is the President of PRSA Boston and was the Co-Chair of the PRXNE16 Northeast regional conference hosted by our chapter. She is an expert in brand positioning, repointing mature organizations, research, leadership marketing and crisis planning and response, with over 25 years of outcomes that have been recognized by industry and client sector associations. Currently Loring serves on the board of Last Hope K9, a terrific dog rescue organization and plays tennis to pretend she’s getting fit. She has served on the boards of the Publicity Club of New England, patient and family housing nonprofit Hospitality Homes and the University of Massachusetts at Amherst Alumni Association, her alma mater. She holds her Accreditation (APR) and is very active in civic affairs. Loring’s brand development and reputation consultancy, Clarity, is in its fifteenth year. @loringbarnes
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