McDougall Travers Collins Launches Employee Communications Practice

ROCHESTER, N.Y., November 20, 2012 — Responding to steadily increasing demand from regional and domestic clients, McDougall Travers Collins (MTC) has launched an employee communications specialty practice. This offering complements the firm’s existing practice areas, including public relations, crisis and issues management, brand development, advertising and digital marketing.

“Stimulating enthusiasm, understanding and action among individuals and teams in the workplace isn’t always easy,” said Mike McDougall, APR, managing partner of MTC. “It takes cross-discipline experience, an attitude that embraces new thinking, a dose of courage, and the willingness to pursue positive outcomes versus simplistic outputs.”

MTC’s expertise in employee communications spans industries and continents, having been called upon for mergers and acquisitions; executive turnover; company-wide celebrations; business model changes; compensation and benefits alterations; site consolidations and closures; labor negotiations; new product and service roll-outs; and other management-led initiatives. The firm is also attuned to helping organizations implement new methodologies to drive peer-to-peer collaboration, including sourcing and deploying suites of specialized digital tools.

The new employee practice caps MTC’s first year of operation in the Rochester market, a period that saw rapid growth and client success. Today, the firm and its Buffalo-based sister agency – Travers Collins – constitute the most senior communications team in Western New York.

“We’ve been partnering with corporate clients such as Pictometry International Corp., Rich Products, Greatbatch, Sino Legend Chemical and others in recent months, helping them achieve world-class results via locally-sourced talent,” said McDougall. “Likewise, we’re making a difference closer to home for institutions such as the American Diabetes Association and Genesee Country Village & Museum, tapping into our wide-ranging experience.”

In July, MTC moved its Rochester office to the historic Hutchison House at 930 East Avenue, providing room for continued expansion.

Is the Big Idea Dead?

PR News has published my latest Management POV column in the July 2 issue, tackling an issue that’s becoming more prevalent in the communications and marketing industry: the demise of the big idea.

I know, that’s a pretty bold assertion, but since the U.S. was celebrating its Independence Day, there was no more apt time to let the fireworks fly.

While I won’t give away all of the column (and disrupt PR News’ paid content model, which actually works!), here’s an excerpt:

"Too many practitioners are trying to be everything to everybody at every minute of the day. Since when has throwing tactics at the wall, hoping at least some of them stick, become a substitute for a differentiated strategy?

Who’s to blame? We could point toward the rise of social media, which has the tendency to make pros and audiences alike have the attention spans of squirrels. Or how about the pressure to do more in less time with less budget, the new normal for business?

Throw away the excuses. The accountability for this change in behavior lies squarely with our senior practitioners who have allowed brute force – ramrodding messages into the public consciousness – to supplant one-of-a-kind insights.”

Let us know why you’re standing in solidarity with us, or why we’ve got it all wrong. But just don’t remain on the sidelines — get in the game, and help bring creativity back before it’s subsumed by the “more, more, more; now, now, now” mentality!

Mike McDougall, APR

The Secrets of Integrated Comms?

In late July, I'll be hosting a full-day seminar at PRSA headquarters in lower Manhattan on integrated communications, then reprising it at the PRSA International Conference in San Francisco this fall.

Here's an inside peek at one tip: recognize the politics at play. Just because a cross-linked program makes sense for your business, don't assume your peers will jump on board. Silo owners may be protecting their turf, nodding their heads in the meeting room while figuring out ways to keep you at arms length.

A little dose of reality will help you overcome this issue. How? That's a topic for another post (or join me in NYC or San Fran).

What are your personal secrets for successful integrated comms? Share one, two or a few, and I'll try to highlight them -- and you! -- as we take our show on the road.

Gordon Gekko Be Damned: Making the Best of Non-Profit Mergers

This post originally appeared on “Over Coffee,” the blog from the Advertising Council of Rochester.
———

Mention “merger” to a friend or neighbor, and chances are that visions of a Gordon Gekko-like corporate raider come to mind. We’ve all seen our fair share of companies being swallowed by another, typically with mixed outcomes.

But what about non-profit mergers? A 2009 poll by the Bridgespan Group indicated that one in five non-profits were considering this possibility as a way to increase efficiencies and maintain services. Closer to home, we saw the combination of Mercy Residential Services and Mercy Outreach Center last year, forming Mercy Community Services.

Although I had been on the inside of multiple corporate M&A programs over the years, my work with the Ad Council and the Mercy team represented my first foray on the non-profit side of the equation. Once we dug in, it was soon apparent that much of what applied in the for-profit world directly correlated to non-profit merger communications.

So how do you best communicate a merger? Keep my four “Cs” in mind, and you’ll be off to a good start:

1. Clarify Your Objectives. Understand your objectives in sharing news about the formation of a combined organization. Too often, teams are simply told to spread word without comprehending the underlying rationale and implications. Do you need to shore up funding from existing donors? Rebuild reputation? Keep staff from running for the exits?
   
2. Cull Your Audience. Sure, you want to tell the entire world about the merger, but unless you have limitless resources, that’s a pipe dream. Prioritize your audiences, and then zero in on the most important groups. Successfully reach them, and only then turn your attention to the “B” list.
   
3. Crystallize Your Messages. On average, a person can internalize no more than three of four messages, so resist the urge to tell your entire story in a single breath. Recognize what’s most important at this moment in time, based on your objectives and audiences, and tailor your messages for an exact fit.
   
4. Create a Strategy. How will you share your tale of wedded bliss? Put pen to paper, or electrons to screen, and plot out a simple path. Will it change as the program unfolds? Sure, but without a roadmap, you’ll never come close to your intended destination.

Go forth, merge and serve your community well. Make magic out of your communications efforts, and take one more bite out of that Gekko stereotype!

Mike McDougall, APR, is an Ad Council board member and managing partner of McDougall Travers Collins, a public relations, digital marketing and advertising firm with offices in Rochester and Buffalo. Contact Mike at mmcdougall@mcdougalltc.com, 585-955-8211 or follow him on Twitter.

Duh! Facing the Reality of “The Pitch”

Have you been watching AMC’s “The Pitch,” where two ad agencies face off in a battle for a new client? We recently blogged about agencies who chose not compete, but for those who preferred to put themselves out there, our own Kellie Mazur has been filing episode updates (read her most recent here).


We’re not surprised by much of what occurs in our business. But the reaction to Kellie’s posts by “contestants” — via our comments section — took us aback. Agencies from both winning and losing sides have expressed their dismay that what we’re seeing in the final episode didn’t completely represent the entire process.

Well… duh.

Any professional in the communications and marketing profession worth his or her salt understands the distinction between reality and reality TV. Distilling 400+ hours of footage into 40 minutes of drama-filled excitement takes skillful editing, plus some self-comfort in manipulating the truth.

So don’t moan that the series isn’t accurate. Don’t try to explain away what made you look less than intelligent. “The Pitch” is a documentary; it’s entertainment. And if you don’t know that, you shouldn’t be throwing your hat into the world of reality TV.

Cleveland Indians Invite Fans to Tweet… in a Suite

I recently wrote a blog post about the Cleveland Indians’ social media presence, mostly around the club’s adoption of Pinterest (which I am still following and enjoying every minute of). Another social media adoption by the Tribe has really got people talking, literally.

The Indians opened the Social Suite in 2010, but this year it has really taken off and become a big element in the club’s marketing mix. The #IndiansSocialSuite invites Tribe fans to participate in a game through social media – inside one of the Indians’ all inclusive suites. Social Suite hopefuls can enter online and share why they would make a great content curator for the day.

Social Suite game winners enjoy the game at the expense of the organization, and are treated to all the finest the ballpark has to offer. This includes a great seat and at times, visits from Mark Shapiro (Indians’ president) and other members of the Tribe family.

ESPN has hailed the Indians’ efforts in optimizing the game experience for fans and quoted Shapiro saying:

“We’re cognizant of the importance of social media as a tool to engage with fans. We now have the opportunity to directly connect to our fans and engage in authentic, two-way conversations. These connections with fans strengthen our brand vision to create memories, connect generations and celebrate families.”

I foresee other clubs adopting social sharing initiatives such as this. Many times, fans feel as though their voices go unheard, but in this case – it’s clear the Indians care about what fans have to say. Giving fans the chance to sound off can only do positive things for the organization, especially when making them feel like a VIP. Cleveland is really serving as an example of the future, and how social media can give businesses a big boost.

Since Twitter came along, I’ve been making connections with the Cleveland baseball scene and participating in the live commentary and conversation. I for one, would be over the moon for a chance to participate in this initiative – and I’d LOVE to meet Tom Hamilton and hear his booming voice in person. Just sayin’.

Follow Katie on Twitter @katie_corbut

Why Rochester?

Last year, I found myself taking a serious look at career opportunities in other markets. Portland. Pittsburgh. NYC. Philly. LA.

But when the smoke cleared, I chose to remain in Rochester.

“I just don’t understand,” came the refrain from recruiters. “What’s so great about that place?”

As attendees at this morning’s Eyes on the Future event know, a response could fill pages, volumes, and shelves. Residents of this region are passionate about extolling the cost of living. Short commutes. Access to world-class healthcare and culture. Top ranked schools. The overall quality of life. [Check out this "Why ROC" compilation from GRE.]

At the same time, the business climate is positive. Despite the well-publicized struggles of Kodak and some other old-line companies, corporations are thriving. Investment capital is available. The “open for business” signs are hung with pride.

Sure, we’re not lying in a bed of roses (or lilacs, as the case may be). From my own perspective, trying to grow a marketing communications firm based on Rochester business alone could be a challenge.

In our first few months of operation, we’ve taken on some incredible locally-based clients, but we’re also doing work with companies in Shanghai.  In Switzerland. Virginia and California. Mexico. How? Despite its location, Rochester’s workforce has a global perspective, honed by decades of executives passing through the ranks of Xerox, Bausch & Lomb and other multinationals, plus mid-sized start-ups of late.

When I first moved from the New York City area to Rochester in 1997, my decision was met with skepticism. “You’ll be back,” was the refrain.

Fifteen years later, when those same friends pay our family a visit, their words have miraculously changed. “How could you ever think of leaving?” they ask. We just hand them another white hot and glass of Finger Lakes wine, and smile.

A Love Letter 15 Years in the Making

“Hello gorgeous. You know, I traveled over 1,000 miles to see you. Stepping through the doors of the hotel, there you were. A decade had passed, but it seemed as if we’d never left each other. Your warm smile, welcome hello, and gigantic embrace welcomed me back, picking up from where we’d left off.” 

Before you starting texting and calling my wife, let me explain.

15 years ago, I found myself surrounded by some of the most brilliant public relations minds in the world. Industry legends and emerging thought leaders would sit down next to me and engage in spirited conversation. We’d debate and discuss our opinions, our profession, and the future of communications, while at the same time forming long-lasting personal connections and friendships. 

These gatherings were occurring in Beijing and Toronto. In Rome and Orlando. In Boston and Lisbon. I’d become a partner in the Worldcom Public Relations Group, the largest partnership of independent PR firms on the planet.

But those relationships extended beyond gathering in person twice each year. We shared information, insights and business. I vividly recall pulling together 18 partners for a same-day, multi-city product introduction – something that would have been next to impossible without this tight-knit team working in lockstep.

So when I left Worldcom in late 2002, recruited from my agency to take a senior in-house role with Eastman Kodak Company, there was more than a little regret and sadness. 

Sure, we saw each other now and then. I gave that speech when you gathered in Australia, sharing advice from the “other” side. We saw each other on the street now and then, with a quick hug at a Silver Anvil evening or PR Week Awards dinner.   

I even flirted with some other groups who claimed to be like you. But it just wasn’t the same. Their ‘partnerships’ were just names on a page. They didn’t know each other the way we did. They didn’t have each other’s interests at heart. They didn’t have your soul.” 

Fast forward to late 2011, when I left my position leading Bausch & Lomb’s global communications and public affairs efforts to return to consulting. My business partner? You guessed it – Bill Collins of Travers Collins, a Worldcom partner whom I’d first met years ago at a meeting in Boston. McDougall Travers Collins was born, and the Rochester office found itself in Worldcom as of March 1.

Last week, I made my way to my first gathering of partners since 2002. The bonds I’d formed from years ago had held strong, with conversations seemingly picking up right from where they’d left off. Better yet, new partners became old friends in a span of days. It was a remarkable experience.

But then again, I’m talking about a remarkable group of individuals and agencies. Agencies with whom we’re now working on projects in China and the UK. Agencies that have opened doors to some of the world’s top media at the blink of an eye. Agencies that are currently assisting a MTC client with one of the most unique challenges of my career (a topic for a later Schism post). Agencies that are acting not as dots on a map, but as vested partners.

“When I returned after all those years, we’d both grown. You’d become more wise. More open to new ideas. And more vivacious than ever before. Is it crazy to love your business partners? Not in this case.” 

My friends, it’s good to be back.

Opting Out of AMC's "The Pitch"

AMC’s much anticipated (or much hyped) reality series “The Pitch” premiered this week, following advertising agencies as they face off to win new accounts.

Much has been written about the series, including a post from our own Kellie Mazur on our sister Smarty Rants blog. The show makes for good TV, but is it real?

In some cases, it can be too real. Want proof? Take a gander at the list of major shops that declined to participate. Taking a concept from a blank page to the real world can be rewarding, enthralling, and often dramatic, but laying out your business strategies, your processes, and your warts for all to see perhaps takes the notion of radical transparency too far.

Coke isn’t letting TV cameras into its vault to film the secret formula, so why should an agency do the same? Publicity? The urge to show their brilliance?  Sheer ego?

Jim Edwards of Business Insider labels those who chose to opt out as cowards. He believes that messages can no longer be controlled.

We beg to differ. While the degree of control has been eroded in recent years, corporations still have a responsibility to guide and shape their message. If you saw one of your associates suddenly begin to live stream a pitch to a major prospect,  you’d probably have his head. So why bring an entire production crew into the mix, and let your approach to securing and retaining business be critiqued by every household with a cable subscription or iTunes account?

I faced the same scenario in 2009, declining to place my then chairman and CEO on the pilot season of CBS Television’s “Undercover Boss.” The unknowns were too great, and the returns too uncertain. I’m a risk taker, but only when I know the odds at the table.

The agencies who said no to “The Pitch?” They’re well known and well respected because they’re stewards of their own brands, acting for themselves in the same way they’d treat their clients (to which I can attest, having worked with a handful of them during my corporate days).

Now isn’t that the type of agency with whom you want to work?

Peer-to-Peer: The Future of Employee Engagement

The Worldcom Public Relations Group, the largest partnership of independently-owned communications firms, today released “PR in 2012: Emerging Tactics and Trends from Around the Globe.” McDougall Travers Collins was honored to be asked to contribute.

Our viewpoint on the new realities of internal communications follows, yet it’s just a taste of insights and opinion from some of the most talented communications professionals in the industry. Download the entire eBook — for free — by clicking here (PDF).

—————

- How a Peer-To-Peer Model Drives Employee Engagement -

Organizations seeking to improve their market positions
typically begin searching for external solutions among customers,
prospects, distributors, retailers and suppliers. They look to their
communications and marketing teams to refine and amplif y messages.
They take another glance at burgeoning digital media efforts, perhaps
placing some additional budget allocation against promising programs.
That’s expected and most certainly fair.

Some companies, though, are tapping into a method often hidden
in plain sight: reinvigorating and sometimes reinventing their
internal communications function to better align employees against
the challenges at hand. This goes beyond refreshing an internal
newsletter, placing some lipstick on the intranet site or increasing
the frequency of senior leadership messages to their teams. Savvy
executive teams are developing and executing plans to deploy peer-to-peer
communications skills – and instill the desire to use them – across all
levels of the company.

Doesn’t this amount to a decentralization of the employee
communications infrastructure? In many ways, yes. The peer-to-peer
model is what our associates are experiencing every day beyond
the office, through increased personal use of digital media – social
sites, blog posting and commenting and even that old killer app called
email. Unfortunately, in the corporate setting, there continues to be
an over-reliance on messages emanating from the center.

Moving to a peer-to-peer model – one in which the company’s
communications professionals become the educators, evangelists,
and mentors – presents myriad business advantages that can drive
measurable market impact. Information moves more quickly among
teams and individuals, creating a more nimble culture that can rapidly
adapt to changing conditions. Strategic concepts are given added
context by those in the trenches, helping promote understanding
of how business decisions will directly affect employees if executed
as planned. Feedback originates from all levels, bringing to light new
viewpoints and potentially game-changing innovation. Collaboration
reaches new heights, especially among groups once separated by
power silos that were deemed impenetrable. Combined, these
benefits tap the knowledge of the entire organization to form new,
powerful insights on a more frequent basis.

Establishing a differentiated internal communications model isn’t
easy. It isn’t immediate. And it isn’t always fun, at least during
the early stages. But the peer-to-peer construct is the future of
how companies will develop and nurture optimum organizational
performance that translates into market success. What we give up
in control we’ll more than earn back in engaged and empowered
employees across the enterprise.

–
Download the entire eBook — for free — by clicking here (PDF).

Indians Baseball on Pinterest = Happy Fans

Baseball season starts next week week. More importantly, Cleveland Indians baseball starts next Thursday – my most favorite time of year. Sadly, living in Western New York doesn’t lend itself to participating much in live games, but I’ve purchased MLB.TV to fulfill that void.

To me, there’s nothing better than a baseball game. Tom Hamilton, the Tribe’s AM radio play-by-play announcer is one of the league’s best. He can paint a picture of every play, every hit, every stolen base. His home run calls are the best because you can see his eyes widening and feel his lungs filling with air when he screams “WAAAAAAYYYY BACK … GONNNNNNNNE!” Check out any of these YouTube videos to see what I mean.

I’m excited to see what new talent comes forth this year, as the Tribe still claims to be in “rebuilding” times, a familiar term for Cleveland clubs. The #bullpenmafia is juggling around starters, relievers and closers to find the right rotations – especially after the whole Fausto Carmona debacle (sheesh, that was embarrassing).

While I can’t go to as many games as I’d like, the Tribe is making it easier than ever for out-of-town fans to enjoy the ball club through social media. Twitter and Facebook have always been go-to sources for Tribe news and in-game commentary. Cleveland has a great, entertaining (and articulate?) sports reporting community complete with journalists, bloggers, freelancers and life-long fans who post online.

New this year, is a Tribe baseball Pinterest account. Words cannot contain my excitement. This chick loves baseball. Now, I will be able to connect with other chicks who love baseball on one of my favorite social media platforms.

The Indians account features some of the following boards:

• Tribe Eats: awesome Tribe-inspired culinary delights
• Indians Shop (Kids, Men and Women): the newest outerwear and Indians fashion
• Tribe Memories: back when the Indians created more smiles than tears
• Tribe Pride: pins from fans of Indians baseball

Indians Cake from Pinterest

Between Twitter, Facebook, MLB.TV and Pinterest, I’ll almost be able to taste the ballpark hotdogs and insanely-priced beer. Strikeout batters will almost be able to feel my wrath and the evil glares I send their way through cyber space.

Pinterest is a great way for brands to interact with fans, and I’m glad to see the Indians jump on board – especially considering the large female fan population hanging around. It must be something about the high-rise socks. Pinterest allows fans to share visual favorites on organized boards – and cross pollinate content on Twitter and Facebook.

I forsee the Indians Pinterest account generating more content than expected – it’s a perfect platform for the Pinterest audience of women. Afterall, it is estimated that more than 90 percent of Pinterest users are women. Women love taking photos, women love sharing, women love baseball and women love Pinterest. It’s a match made in baseball heaven.

Katie Corbut, Account Coordinator

Don’t Lose Your Message: The Art of Translation

It’s the era of global communications, with a story (or rumor!) in one market appearing at the speed of light thousands of miles away. While the world’s most advanced technology has made this possible, the allure of a universal translator to overcome language barriers is still some years away (despite some very good attempts uch as Google’s Language Tools).

MTC has been working with global clients for years, including recent programs in France, Switzerland, China and Mexico that required translation. How can you ensure that your message won’t get lost between languages? We’ve compiled a few pointers that may help:

Visualize the end product. When using a translation services partner, it’s important to outline the scope of the project before the materials hand-off. If creating a brochure or other piece of collateral material, a translation service with design capabilities can be a life saver. This ensures your materials look as good as they sound, especially if working with unfamiliar character sets where line breaks may not be evident to the untrained eye.

Learn to love sentiment and catch phrases. My French grandmother said “bar salad” into her early 90s. Be careful to not overlook local euphemisms or catch phrases along the way because of language differences, as well as sentiment and satire. If these are important to the mix, you will want to evaluate whether to press ahead with direct translation versus a copy adaptation.

Cover your bases. If you have the ability to run draft translated copy by someone in your overseas office prior to final approvals, build in the time to make it happen. As much as a service may provide fluent translators, on-the-ground colleagues are usually able to confirm that copy syncs to local tonality and turn of phrase.

Make your deadline. When establishing your time frame, work in extra days in the event that copy needs to be changed. Make sure your translation service knows your deadline, especially since many global jobs have little flex time because of printing and shipping demands.

Rushing documents through translation can be done (at a cost, of course), but always allow a minimum of 36 to 48 hours to get the job done right. Your translation service will work best when they have more details than needed to complete the project.

Have you worked with a translation service for your business or client? We’d love to hear your tips, too!

Katie Corbut, Account Coordinator

Snapshot: Inside Silver Anvil Judging

What does Silver Anvil judging look like? Here's a view from inside the judges room last Friday in Manhattan. I'd say more, but the long-arm of PRSA would find me! Winners will be announced in early June -- good luck to all the finalists.

Welcome to the family, Mr. ADDY!

Why the "Coach" Wins in Social Media

The topic is a regular one among peers in the marketing, communications and advertising industries. "Who owns social media?"

Stop the bickering and land grabs -- no single discipline "owns" it, but every corporate function has a responsibility to play its part.

What about those teams who are planting their flag in the SM social media space and begin protecting it as "their" domain? As more executives become versed in the digital landscape -- and see its impact from a holistic point of view -- they're beginning to see that some individuals and groups are only it it for the pride, for the (supposed) job security, or because they fear that others may outshine them.

So turn the tables. Instead of building walls and protecting your turf, become the social evangelist. Look broadly at the implications of real-time content dissemination and of placing a global megaphone in the hands of individuals. Ask tough questions about your organizations' preparedness to deal with new socially-driven behaviors and technologies. Recommend solutions, then band together to put them in place.

Pull in your colleagues from customer service, legal, human resources and operations. Share best practices, but also take time to listen -- those who are unfamiliar with social media minutiae sometimes offer the most nontraditional and valuable insights.

Being a leader in social media is dependent of making room for others, and acknowledging that no one person -- or discipline -- can see the entire playing field. In an industry where boasts and bravado have dominated for decades, it's becoming the era not of the star, but of the coach.

McDougall: New Definition of PR is "Vanilla"

Excerpted from PR News Online (March 2, 2012):
By Bill Miltenberg

As public relations evolves and incorporates a suite of new digital strategies and concepts, so too must its working definition. That's why the Public Relations Society of America's Public Relations Defined initiative fielded suggestions from PR pros, academics and students, as well as the public, to help redefine PR itself.

More than 900 suggested definitions were winnowed by PRSA to three finalists. The winning definition, by popular vote: Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. 
---
Mike McDougall, APR, and managing partner of McDougall Travers Collins and a member of PR News' Advisory Board, says the new definition result is a "bit vanilla," but that's to be expected when trying to crowdsource a definition that needs to encompass a big-tent profession. "It will play well in a textbook, but not so well in business," says McDougall. "This definition could apply to related professions—IR, government affairs, customer service and even sales in some instances. The best we can hope is that someone hearing the definition will ask for clarification, forcing practitioners to provide a more focused explanation as to their value and expertise."
---

Read the full story by clicking here.

Looking for that First PR Job? Nail the Interview.

Katie Corbut is an account coordinator with McDougall Travers Collins, and a 2011 graduate of Kent State University.

It’s a scary world out there after college. You can have the best education, recommendations and letters from the Dean – but even that might not be enough in this economy. Next week, I’ll be participating at a panel discussion at Buffalo State’s PRSSA “An Evening with the Professionals” roundtable event. Practitioners will be asked to shed light on current trends with careers in public relations, and give advice on how to get that interview.

Here is some of the advice I hope to share:

Your resume needs to be clean – Look at it so many times your eyeballs hurt, and then have five more people look at it to make sure it is grammatical and free of spelling errors. Your ability to answer questions about your internships and experience will speak louder than any unnecessary fluff you write in there. Keep your resume to one page and follow these tips:

• Name, address, phone number and professional e-mail (not babycakes@hotmail.com).
  
• Include a personal work ethic explanation – keep it simple.
  
• Compile a short list of core coursework – if one class stands out, summarize in a couple sentences what you learned and/or achieved.
  
• List your experience – internships, pro-bono work, managing a Ted’s Hot Dogs. If you worked for a semester or a couple of years, what did you accomplish? Are there any measurable achievements? Include them, and be prepared to discuss the challenges you faced.
  
• Cut the colorful borders and frilly images – keep it simple.
  
• Bring more copies than you’ll need – if you’re meeting three people for an interview, bring six copies.

Make a portfolio – What better way to show off what you’ve learned and accomplished by bringing in a clean portfolio of your work, or creating a free online portfolio to showcase your work examples and your ability to work on the web. Include your online portfolio link in your email signature, along with your social media links (Twitter and LinkedIn if you had to pick two).

Stay up on current trends – Know some of the most recent PR flubs and successes and be able to reference some of those case studies and why they resonated with you from a professional standpoint. This shows your interest in the field outside of your coursework and employment.

Get out there and meet people – Send emails asking to come in for an informational interview to see what the company does and who they’re looking for when they seek to hire someone. Do a little research – know about the person you’re pitching to, where they work and what they work on. The more people see your face out and about, the more they’ll remember you. They might not have a job opening, but they might know someone who does.

Know what you’re going to say when asked “tell me a little bit about yourself.” Be ready to give a good thirty-second snapshot of who you are, as a person and an employee. Put yourself on camera and record it, practice it – but know when it’s the right time to improvise.

Clean up your online identity – Your parents and professors are right. Take down those “blue and red cup” pictures and stop using profanity. If you’re going to work in PR, the people who are interviewing you are doing the same research on you that you’re doing on them.

I can’t speak from a hiring manager’s perspective, but these are all items I would look for when recruiting an entry-level PR practitioner with the intent to retain them. Did they have a grammar and spelling-conscious resume, filled with measurements on experience – not just their GPA and core curriculum courses? Did they attempt to complete multiple internships, or apply their coursework knowledge to a pro-bono job? Do they have examples of their work in the form of an online portfolio or physical portfolio, or both? Do they have a clean social media profile and presence? Did they do their homework – do they know about your company, clients and culture?

What do you look for as a hiring manager?

I’m excited to meet the PRSSA students next week and help in any way I can.

Excerpt 5: Balancing Corporate & Personal Brands

The following is the fifth excerpt from "Walking the Wire: Striking a Balance Between Corporate and Personal Brands" as presented by Mike McDougall, APR at the Ragan Communications / Southwest Airlines conference in October 2011. 

Tip #5: Train and Coach

Who has an employee handbook? How about a social media policy? Great. Show me where personal brands are addressed.

OK, it's unlikely that you codified personal branding in your corporate materials. You may want to, but even then it will have little effect on what happens among your associates. On the other hand, training and coaching will make an immediate impact.

Have regular discussions with individuals and groups about what’s working well, and where challenges are arising with personal brands. Set up a brown bag lunch discussion or work it into one-on-one professional development sessions. Remember that you're not attempting to cut off personal brands at their knees, but to ensure that there's a symbiotic relationship between them and the organization's brand.

Of course, don’t limit this to your backyard – look to competitors and outside your industry to see how others are succeeding or failing.

Even the world's best players need coaching -- just make judicious use of the whistle!

To read additional insights from Mike McDougall's discussion, bookmark The Schism or follow our Twitter feed (@McDougallTC). For a copy of the presentation slides, contact us at info@McDougallTC.com.

Skechers & the Greyhound Controversy

The Schism welcomes guest blogger Katie Corbut, an account coordinator with MTC.

The theme of the year for Super Bowl commercials was definitely “cuteness,” seeing as how probably half of them contained a baby or furry companion.

The Budweiser “Weego” commercial was one of my favorites, mostly because it contained the “help rescue” plug at the end – kudos to Bud Light. I also loved the new Volkswagen Bug commercial with the overweight golden retriever – it’s too bad most humans aren’t this motivated to get in shape! I of course, loved the Doritos commercial with the grandmother and grandson, whom she catapults into the air to steal the bag away from the little boy. And I can’t leave out the E-Trade commercials – I laugh every time. 

There was one commercial, however, that really threw me. As everyone in the room laughed when the French bulldog moon-danced across the screen, I was too busy wondering why greyhound racing was the base of the spot, when the sport has generated so much backlash in recent years.

Dozens of animal rights activists have jumped to the rescue of greyhounds in the weeks leading up to, and after the Super Bowl. In my personal view, greyhound racing is an industry fraught with cruelty. Greyhounds used as racers typically live their entire lives in cramped cages and are kept muzzled by their trainers at all times. These gentle dogs are extremely sensitive, yet they rarely know the comfort of a kind word or a gentle touch. When too old, injured, or tired to continue racing, the dogs are often discarded. Since 2001, more than half of American greyhound-racing tracks have closed because of the public outcry against the cruelty inflicted upon dogs. The remaining tracks have seen a decrease in ticket sales.

Greyhound rescue groups, adoption organizations and animal lovers all around the United States have been in an uproar since the commercial aired, some even began petitioning Skechers before the spot aired. One blog offered a petition to sign that would be sent to the managing parties at Skechers, in an effort to further show exactly how many people were saddened by their choice to ignore the concerned public.

For its part, Skechers has been mum on the issue, only noting that it complied with Humane Society standards in the filming of the spot.

Now Super Bowl advertising is no stranger to controversy. Remember Groupon's maligned spot from last year? So against that backdrop,was this a good move on Skechers’ part? I’d say no, but I have a personal experience with greyhounds that puts me in a difficult position to evaluate this situation. 

Do I think there are other ways in which Skechers could have communicated the same message, and had the same pug do the moon-dance in little red shoes? Yes. There are plenty of canine competitions that are not illegal in 38 states – e.g., dock jumping and agility courses. 

As unfortunate it is that Skechers did not see fit to heed the pleas of greyhound organization groups, it is undeniable that greyhound racing has now gathered more awareness nationwide. So, is it possible the cause even came out ahead because of Skechers' approach?

What are your thoughts? Was Skechers insensitive to the issue, or is the controversy surrounding the spot overblown?

When she’s not helping clients navigate the waters, you may find Katie Corbut kayaking. Or quoting lines from the Lord of the Rings films. But usually not at the same time. Katie, her fiancé John, and their cat and dog live in Buffalo.

Keep That Sand In Your Hand: Getting Ahead on a Multi-Agency Account

Excerpt from The Agency Post:

It was the late ‘70s on a warm autumn day in the far reaches of northern New York. The sun glinted off an island of speckled white sand, framed by well-worn boards coated with a fresh, glossy application of spinach green paint.

I’d arrived at the sandbox, only to hear the voice of my kindergarten teacher Mrs. Garman behind me: “Play nicely with each other, kids. I’ll know if you don’t.”

Years later, those simple words of wisdom still hold true in a different type of sandbox altogether – the multi-agency account. Think back to what you probably heard as a five-year-old, and apply them to your world today:

“There are enough toys for everyone.” Sure, you want to earn some good revenue and make a fair profit on the services you’re providing, but stop making those desperate grasps to steal budget allocations or assignments from another firm. Give your client some credit — if there wasn’t room enough for all of you to have a role, you wouldn’t have been invited to play.

“Take turns.” I know, we all love ourselves, our teammates and our work. But you can’t always be in the limelight. Let the other agencies shine when they genuinely deserve the attention, and compliment them on hard-fought wins.

[more]

Read the full column from Mike McDougall at The Agency Post.

Vote! The 2012 Super Poll is Now Open

Losing to Win

"Is winning everything?" The senior vice president of a multinational manufacturer was screaming at the assembled throngs of employees, trying to pump them into a frenzied, feel-good state. "No. Absolutely not!"

Hmmm... what do we have here? Could it be that we have someone sage enough to understand that business, like life, is multifaceted? That it supersedes black-and-white characterizations of how business is built?

"Winning is not everything," he continued, pacing across the stage, the spotlight following his agitated gait. "IT IS THE ONLY THING!"

Ah, we were so close to a dose of humanity. So close.

Let's face it. Winning feels good. Coming in first has been pounded into us since those kindergarten field day races so long ago. You want to be at the top of the podium. You want the promotion. You want that sale.

But chances are, even for the most successful among us, you're going to lose now and then. That's a good thing.

McDougall Travers Collins has been blessed over the past few months, having been awarded assignments from highly respected organizations in sectors ranging from medical technology to financial services to healthcare delivery to automotive industry manufacturing. But we've also lost.

Just a couple weeks ago, we came in second to a well-known NYC-based firm in a competitive bid. Why? They promised the client that they'd land them on the Today Show in six weeks or less. We refused to make similar guarantees, preferring to take a more reasoned and seasoned approach.

In this case, losing made us take stock of how we conduct business. Thankfully, we passed that self-assessment with our heads held high.

But losing also makes you stronger. It makes you more deeply study what went wrong, and what went right. It fortifies your resolve to fight the better fight the next time around. It helps you assess the character of those around you.

Losing, when viewed in perspective, helps build long-term winners.

And that exec who screamed that winning was the only thing? Little did he realize that he had quickly lost that which he most desired: the respect of those in the room. Unfortunately, in his case, winning may always prove elusive.

PR Horror Stories

We recently came across this PR horror story -- is misstep by MCA Records back in the '80s. There's nothing like sending out fake cocaine to get your organization noticed, right?

We need your help identifying other horror stories from the profession. These aren't just to elicit schadenfreude, but to help the next generation of practitioners learn from others' mistakes.

We'll be sharing the best at the Western New York College Media Convention at SUNY Brockport in late February.



So bring them on... the more grimace-inducing, the better!

PR for PR: Why?

Earlier this week, PR News published the transcript of its Advisory Board roundtable, on which I happen to serve. One topic that quickly arose was redefining what public relations is, as well as increasing awareness of the profession.

These have been common refrains since I entered the industry two decades ago. PRSA gave the topics new life when it decided to launch its "PR Defined" campaign in 2011, and it's rare to see a panel discussion that doesn't touch on the subjects.

It would seem we're missing a critical point, one that we'd be remiss for not having in hand with any other program: a compelling, clearly-stated, actionable objective.

Like a group of occupiers in a park somewhere, there seems to be a rash of lukewarm reasons for this questionable behavior. We want a seat at the table. The profession has changed. The average person doesn't know what we do.

Talk is cheap. If you deserved a seat at the table, you'd have it (and quit wasting your time looking for the table; spend it delivering results, and your chair will appear). The profession is of course evolving, and you should be keeping abreast of its advances without thinking your colleagues care about the nuance. And for the love of Pete, just explain what you do; as a communicator, if you can't do this without assistance, don't ever pass a resume by my desk (and maybe think about a new career altogether).

Do I think we should go about our work quietly, or even obfuscate our role in shaping opinion? Hell no. Why else would I give time to leadership roles with PRSA and a range of other organizations that advance the profession? Why would I speak with students about reputation management career options? Why would I have left a corporate marketing role to return to the communications field? I love what I do... what we do.

But at the same time, it would seem many of my colleagues are trying to tell and sell a story to the mass market when they should be focused on more highly-targeted audiences. In an industry where -- in many cases -- we're making magic happen behind the scenes, they want more visible credit and platitudes. They want their Toby Keith moment.

So here's my challenge. Convince me why the man on the street should be able to define public relations any more than he can define actuarial science or materials engineering. Better yet, make be believe that a CEO would rather understand the particulars of what you do versus the results you deliver. Show me that, and we have a ballgame.

CES 2012: Celebrate Discovery

The 2012 Consumer Electronics Show begins next week, much to the delight of the tens of thousands of attendees who will flock to Las Vegas to see the latest and greatest devices that have come to enrich (or dominate) our lives.

I've been fortunate to be part of this throng for years, representing clients such as Yamaha and Turtle Beach as well as driving the show media strategy for Kodak during its digital heyday. In many ways, the work my teams and I did added to the madness, highlighting various technologies and products for members of the international press corps, and in more than a few instances dominating media coverage (no small feat for an event that draws more than 1,000 reporters).

One such device was the Turtle Beach AudioTron, the first-of-its-kind networked home audio player. It was the precursor to Roku boxes, Sonos speakers, Apple TV and other dedicated devices that stream content from the Web to the living room. Holed up in a small conference room, we literally had a line out the door for three days as journalists saw the future of streaming audio... more than a decade ago.

Making room for a new home theater device today, I came across my own AudioTron (which still works flawlessly) and recalled how much buzz the product generated. Why? Because it wasn't developed by an industry giant such as Sony, but a smaller company who had taken a chance on building a better mousetrap.

So here's an inside tip from a CES veteran -- pass through the booths of the industry juggernauts, but spend more time exploring new territory. Walk a bit more slowly among the six-foot tabletop displays that upstarts have paid dearly to obtain. Ask other attendees what's excited them, especially from a conceptual point of view. Purposely seek out prototypes ahead of their time, which can be found lurking in an off-strip hotel suite doubling as a meeting venue.

In an age where there's seemingly little surprise left at major trade shows, thanks to pre-announcements and online leaks, become a hunter. When that little idea explodes onto the market a few years from now, you can claim to have been on the inside from the early days. Therein lies the true excitement of CES -- discovery.