Communicating culture change at McDonald’s

Does this look anything like a McDonald’s commercial?

[youtube http://www.youtube.com/watch?v=Hv2lNjF1Pl4]

Probably not. It’s not exactly the light-hearted, jingles people associate with a traditional McDonald’s ad.

In a presentation at the PRSA Southeastern Wisconsin luncheon, McDonald’s Global Communication Manager Erik Gonring explained how culture change at McDonald’s includes the importance of internal communications to align everyone on the same message. This is especially important for a worldwide brand like McDonald’s, which has restaurant owners that can act like independent agents spanning the globe.

Their new focus on a “quality ingredients from quality suppliers” campaign can be seen in a site devoted to supplier stories. As consumers want to know more about where their food comes from, McDonald’s isn’t alone in communicating this message, Gonring added.

After his presentation, we caught up with Gonring to summarize why internal communications is vital for this culture shift at McDonald’s.

[youtube http://www.youtube.com/watch?v=z6gCsOefNNI]

Media training and spokesperson coaching are vital to…

Media training and spokesperson coaching are vital to a company and a brand’s success – plain and simple. No practitioner of PR ever goes into the profession thinking: “I want to clean up a bunch of messes.”  That’s why we need to be proactive when it comes to sharing our messages with the public and thinking about who we put  front and center to deliver that message. Noeleen McGrath, award-winning television news journalist, media trainer and video producer, spoke to the chapter at the Sept. 29 lunch presentation. Here are her expert tips:

The spokeperson:

  • It takes 1/10 of a second to form an opinion about someone based on his/her appearance.
  • Pick bold, solid colors when on camera – don’t wear clothing with patterns.
  • Don’t wear big distracting accessories like jewelry or pins on your lapel.  Remember if you are seated, people only see you from the waist up.
  •  Spokespeople cannot be emotional or aggressive – be calm and cool.
  •  Sometimes you should pick an average Joe/Jane so people can relate to them…and they generally need to be easy on the eyes.
  • Think about what kind of message might be best for the different roles within an organization. If you are delivering news about finances, have the CFO speak.
  • In a crisis, you need to stick with the main likable spokesperson, even when the story gets bigger (i.e. If kids are affected, pick a mom to speak).
  • There may be a dark horse at the company who ends up being a Rockstar. Get more people media trained, the CEO isn’t always the best pick.

The Message:

  • Don’t lie – it will come back and bite you later.
  • Pick three main messages of 4-7 second sound bites and stick with them. Repetition helps the message stick.
  • Make sure your spokespeople are subject matter experts, but they must be confident (and attractiveness helps too).
  • Choose your words carefully – strong words like evacuate, disaster, etc. can cause unnecessary alarm.

Learn more from Noeleen, the “media training whisperer”,  in this short video:

[youtube=http://www.youtube.com/watch?v=CHM2cEZU0DU]

Noeleen now travels around the world tailoring media training, spokesperson coaching and presentation skills training programs to fit an individual’s needs and style for her own company, McGrath Communications, based in Chicago.

Aug 25, 2011 Pitching Bloggers Luncheon Recap

Pitching bloggers is an important part of public relations, and there’s a right way to do it. Three great bloggers joined us for a panel discussion to discuss their preferences, recommendations and experiences: Nick Chipman of dudefoods.com; Heather Blessington of mamavision.com; and Jon Mueller of 800CEORead.com. For a great recap of the event, read the tweets @prsawis.

Among the tips shared: Be personable (and human)! Be edgy! Be respectful (read the bloggers’ work before pitching them)! Be helpful! [youtube=http://www.youtube.com/watch?v=ce37ZNwkoZ8&feature=channel_video_title]

One more reason Google might just take over the world

Let’s face it, the internet search engine Google  (and its related products) have dramatically changed the way we do many things – especially our purchasing behaviors. At last week’s PRSA meeting, attendees learned just how much  Google is affecting our lives and behaviors. Here’s a few quick facts for you trivia-minded readers:

  • Google started in 1997 with 77 million users and now has 1.9 billion users.
  • There’s more content on YouTube (owned by Google) today than was made in 60 years of broadcast television.
  • This awesome Google Super Bowl ad? Made for less than $10,000.
  • 38% of people comparison shop online.
  • Buyers read 4-7 reviews before becoming comfortable with a purchase.
  • 79% of people use smart phone to help them shop.
  • 1 in 3 mobile searches are local.
  • Online searches for coupons exceed searches for Lady Gaga and Justin Bieber.

And for those of you looking for what’s new with Google, make sure to check out their new +1 feature and let us know what you think. Useful? Just another time waster? Tell us!

We asked Catherine Roe the burning question that’s  on everyone’s mind: Now that the people are so dependent on Google for information and we are opening up our private lives and shopping habits to the internet, what is Google doing about privacy concerns? See what she has to say…

[youtube=http://www.youtube.com/watch?v=C3la9BXqSV8]

Today LinkedIn made news as shares of its…

Today LinkedIn made news as shares of its fresh IPO were made available to the general public, opening at $45 per share. With more than 100 million total users and 1 million new users every month, LinkedIn has established itself as the premier business tool in the social media realm.

Are you using LinkedIn?

Remember that the Milwaukee PRSA chapter has a LinkedIn profile: http://www.linkedin.com/groups?mostPopular=&gid=161180 which is a great resource for networking in the area, plus the national PRSA http://www.linkedin.com/groups?mostPopular=&gid=49680 has terrific content and opportunities, as well.

April Luncheon – Barcelona Declaration of Measurement Principles with Pauline Draper-Watts

“I get really excited when I see good research, but I don’t get excited that often.”

And with that, Pauline Draper-Watts, past chair of the Institute for Public Relations (IPR) commission on measurement and co-author of the Barcelona Principles, began an educational and incredibly valuable discussion on PR measurement and its importance.

As PR professionals, we can’t dispute the need for measurement and evaluation. Historically, our profession has lacked a standard for measurement. The Barcelona Principles – the result of a collaboration between the Institute for Public Relations, AMEC, PRSA, the Global Alliance and the International Communications Consultancy – are the industry’s first step toward the establishment of global guidelines for public relations measurement. They rest on seven principles, outlined below:

1.      Importance of Goal Setting and Measurement

2.      Measuring the Effect on Outcomes is Preferred to Measuring Outputs

3.      The Effect on Business Results Can and Should Be Measured Where Possible

4.      Media Measurement Requires Quantity and Quality

5.      AVEs are not the Value of Public Relations

6.      Social Media Can and Should be Measured

7.      Transparency and Replicability are Paramount to Sound Measurement

All of the slides from the presentation can be seen in the link below. They provide incredibly detailed and valuable information on the seven principles and how they can be applied to every area of our communications efforts.

Barcelona Declaration of Measurement Principles

– Laura Stanelle (@laurastanelle)

Meet the Members: Samantha Andrews, APR

Each month, on the PRSA Southeastern Wisconsin blog, we will feature one of the members of our fine organization. Get to know a little bit about who they are, why they joined and what they are most looking forward to about being a part of the PRSA SEW Chapter. And maybe a few random facts here and there.

This month, we are featuring Samantha Andrews!

Name – Samantha Andrews, APR

Follow Samantha on Twitter. @SamanthaAndrews

Position/Company – Public Relations Associate, Froedtert Health Froedtert Hospital.

What initially drew you to PRSA? I was drawn to PRSA’s networking opportunities. My PRSA history began early in my public relations career; first in Green Bay with the Northeast Wisconsin Chapter. I moved to Milwaukee about six years ago and found the Southeast Wisconsin Chapter members very welcoming, dynamic and supportive.

I see you’re accredited! Congrats. How valuable is accreditation and what advice would you give to those that are looking into it? Thank you! I received my Accreditation in Public Relations in 2008. Since then it has opened a lot of doors for me, including my involvement with the PRSA Southeastern Wisconsin Chapter (SEW) board of directors. It helped me transition from tactical to a strategic thinking approach to public relations. It prompted me to pursue a Master of Business Administration (MBA) degree. I’m currently enrolled in the MBA program at Mount Mary College. My motto to anyone considering accreditation is “Just Do It!” It can only help you down the road.

What do you enjoy most about being a member of the PRSA SEW board of directors? I’ve had the honor of being a board member since 2009, serving our chapter as assembly delegate. I enjoy the friendships I have made and learning from some of the best communicators in our field. I’m truly blessed to be a part of our board. I have learned so much from them.

What’s your favorite aspect of the Public Relations industry? What really excites you about PR? And why? Special events are my passion because I love meeting and working with people. I enjoy seeing a successful event come to fruition from its infancy stages.

How has being a PRSA SEW member helped in your career? PRSA has helped me learn of new job opportunities, including my current role at Froedtert Hospital. It has helped me learn boundless new skills and earn my APR. I also received a Paragon Award last year for one of my projects, which made me and my employer extremely proud!

How do you stay up-to-date on the industry trends? What’s your favorite industry blogs that you follow/books that you read? Our PRSA SEW chapter lunches, along with the new social media training opportunities are very interesting, fun and affordable (many of which are free!) ways to stay on top of industry trends. I read “The Strategist” and take advantage of the free webinars through PRSA as part of my membership. I also attended the national PRSA conference for the first time last year in Washington, D.C. and learned more about measurement as it applies to our practice. I subscribe to various RSS feeds through PRSA’s Web site such as PRSAY, ComPRehension and belong to various specialized groups. One of my favorites is the PRSA National group on LinkedIn.

Tell us something we don’t know about you? One interesting tidbit I like to share with Milwaukeeans is that I was a Green Bay Packers cheerleader while in college at UW-Green Bay. I’m an avid runner and passionate about golfing, so I can’t wait for spring!

Next time you see Samantha at a luncheon, be sure to introduced yourself. Or you could connect with her on LinkedIn.

– Andrew Wiech (@AndrewWiech)

PRSA-SEW Teams Up with PRSA-Madison and PRSA-NEW to Host APR JumpStart Session

Accountants have their CPAs. Architects have their AIAs. And you’ve heard your PR friends and colleagues talking about APR for years. Just what is this formal credentialing process and how can it help you sharpen your craft and distinguish yourself?

A group of fellow APRs from the Southeast Wisconsin, Madison and Northeast Wisconsin PRSA chapters will answer all those questions and more at the Wisconsin APR JumpStart Orientation Session. The session is open to all PRSA members with five years in the profession and includes 4 hours of action-packed information from practitioners who have been there, done that…and believe you can do it, too!

The details:

Thursday, April 14, 2011
11 a.m. – 3 p.m.
Oakwood Center at Children’s Hospital of Wisconsin
10361 Innovation Drive
Wauwatosa, WI 53226

Our agenda:
Why APR?
APR Process Overview
The Application
Local Prep, Mentoring and prsa.org Opportunities
Readiness Review: Portfolio Show and Tell
The Exam: An Online Demo
Making a Personal Plan
Q&A

Cost: $50 (Includes orientation manual and lunch.)

Space is limited to 30 registrants and reservations are required. Contact SEW Accreditation Co-Chair Julie Larsen, APR at julie-larsen@wi.rr.com to register or with questions.

A second JumpStart session will be held in Oshkosh in October.

 

“Shut up and listen” and other words of wisdom

The “a-ha” moments were aplenty at last week’s PRSA monthly meeting, when Peter Shankman, HARO creator, social media wise man and guy you’d totally want to invite out for a beer took the floor to talk effective marketing in the digital age.

Though his presentation could inspire a hundred blog posts, what follows are four components of successful marketing worth remembering.

  1. Transparency: Make a mistake? Admit it. Not rocket science, but an important thing to remember in business (and in life, too!). Being transparent creates trust and trust creates loyalty. Transparency is therefore the new, uh, black.
  2. Relevance: If you want loyal customers, you’re going to have to give them what they want how they want it. Not sure what your customers want? Ask them. And remember: just because social media is the current “it” medium doesn’t mean it is right for you. Embrace the concepts social media presents, but not necessarily the social media brands themselves. No matter how cool social media is, revenue always trumps cool.
  3. Brevity: The average attention span of 18-45 year olds is 2.6 seconds or 140 characters. What does this mean? One, it means that I’ve already lost a good chunk of you. Two, it means that now, more than ever, quality writing is paramount. (4 realz, LOL!) The message that is written the best is the one that will be read. Simple as that.
  4. Be Top of Mind: Your business is about your customers. All of your marketing efforts – new or traditional – need to be rooted in basic customer relationship management.

According to Peter, we’re moving toward a world of one network where your information will be a part of you. He introduced many in the room to Pokens, social business cards that allow you to share social media information and cultivate relationships with a wave of the hand. Find out more here: www.poken.com.

Check out the video below for a short interview with Peter, and be sure to check out blog and connect with him on Twitter.

[youtube=http://www.youtube.com/watch?v=8XAOdbnW-JY]

-Laura Stanelle, @laurastanelle

Rolling in with the new…mobile marketing

Last week Sara Santiago of Roll, a mobile messaging agency, presented at the PRSA monthly meeting. She discussed the importance of adding mobile messaging to your (or your client’s) marketing mix. So here you have it….

The top five reasons why you should add mobile messaging into your communications mix:

  1. Mobile technology is instant and intimate – you have people’s 100% attention when you send a message to their mobile.
  2. Mobile messaging is a great example of geo-location based marketing – you get your message to people where you want them to see it.
  3. Open rates for mobile messages are 70-90% – email newsletters are about 10%.
  4. Mobile devices outnumber desktop computers 5 to 1! You are able to reach a broader audience. Everyone has a mobile phone!
  5. Mobile messaging allows people to interact with your brand and that is becoming more important as people (especially Gen Y) want to understand what the brands they use stand for. One great example is the use of mobile couponing. Target will send a coupon to customers’ mobile phone and they can scan their screens at the check out lane to get discounts on their favorite items.

Although mobile databases are much harder to build because people are more reticent to give away mobile phone numbers, the impact is much more significant. People have to opt-in twice and can dictate when and how often you contact them via text on their mobile phones.

Thank you to Sara for an enlightening presentation. Not only is she smart and funny, but she’s one tough cookie. On behalf of the entire Southeastern Wisconsin PRSA chapter, we send good vibes her way for a speedy recovery from her upcoming surgery.

Contact Sara directly here.

-Jenna Kashou, @jkashou