It’s been a while since the SMartPR blog came out of the woodwork.  Thankfully, we have been busy campers around here.

But the recent news involving Penn State University and its athletic department got us thinking about companies that don’t admit fault when things happen.  How can organizations withstand being guilty for so long?

Sometimes, we can chalk up these mistakes to one’s honor code or how one was raised.  In the Pacific Rim, it is common for companies to not apologize because it is dishonorable.  They would rather hold in the guilt and blame and deal with internally.  But ask the executives and Board members at Olympus how much that guilt has eaten them up inside.  If you haven’t seen the news about Olympus, the company hid at least two decades of losses even though a whistle-blower came forward and thought the company was doing suspicious activity…

…which brings me back to the coaches and athletic department in Not So Happy Valley.  There is a clear disconnect between companies and officials who are MORALLY guilty and those who are LEGALLY guilty.  Thankfully, we saw a Pennsylvania legal official make the same reference in Michael Rosenberg’s CNNSI.com.  Either she is a loyal follower of SMPR (a guy can wish, right?), or she understands the realization that there is a big difference between guilt in a court and guilt of one’s actions.

To be clear, no one should condone what the coaches and personnel did to boys and young men; as a father, it pains me to read stories like what happened at Penn State.  We can say “they should get what is coming to them,” but the damage should already be done.  Guilt is a powerful thing–even if it doesn’t show its face in a court of law right away.

As some of you know, I was asked to become a featured blogger for “Investor Uprising,” PR NEWSWIRE’s online community geared toward the financial and investment world.  In this edition of “The Spin”–I didn’t invent the title name–I thought it might be interesting to discuss portfolio relevance–that is, what makes an investment relevant for one’s portfolio.  Sears is a household name, but does it grab your attention if you’re an investor, and what can be done to make it more relevant to the investment community?  It’s time to dream a little dream…. “How Relevant is Your Portfolio?”

Michael here, checking in with another contribution I’ve made to PR NEWSWIRE’s Investor Uprising. Today I’m tackling the topic of ethical investments. It’s a tough line to walk in today’s world, with less than ideal examples of investments; BP, Toyota and Enron popping up every day of the week. Here I share my basic yet thorough tips on how to keep your investments inline with your personal and professional code of ethics. Five easy questions to ask yourself to make sure you’re investing ethically…”Five Exercises To Work Ethics Into Your Investments”

I’m back today with more communication insights for companies looking to attract investors. I admit this post may be a bit hair-brained and I very well could be spending too much time with my computer. But I’ve got to say this theory I’ve developed is pretty intriguing.  I don’t want to give it all away but what if Groupon, “grouponed” (yeah, it’s a verb now) itself? – Will Groupon Make A Deal With It’s Own Stock?

Recently I’ve started writing for Investor Uprising, PR NEWSWIRE’s online community for focusing on all things investing and finance. “The Spin” (I didn’t choose the name) covers all things communications in relation to investments. I’ll be tackling everything from ethical investments to how those so-called “celebrities” can teach us a lesson or two about our brands.
In this post I do just that, more specifically addressing how Charlie Sheen can actually teach companies a thing or two about attracting investors. No really, he might be the biggest celebrity train-wreck of the past year but he actually did get a couple things right when marketing himself. Without letting the cat any further out of the bag here’s The Spin… “What Charlie Sheen Can Teach Corporate America“

I thought y’all might be interested in the following article/blog I wrote for PR NEWSWIRE’s “Investor Uprising” community.

Is it possible for Groupon to issue a deal-of-the-day for its own stock when its IPO comes around? 

Here’s my thought; what do you think?

It pays to read this section of the Wall Street Journal; you never know who you can meet!

As part of my new business strategy, I strive to make relationships with the VC and private equity communities.  While it makes a lot of business sense, we also have a lot in common and have always contended that (one day) a PR shop should go into business with a VC group to not just go after businesses that are worth investing in, but to seek out ways to merchandise the efforts of these investments.

So when I saw the following article in AD AGE this morning about Madison Avenue forming a relationship with VC partners, I got shivers down my spine.  There is hope that my vision could come true.

Investment banks look for return on assets that strengthen financial statements.  PR firms can help leverage assets–both tangible and intangible.  At SMPR, we strive to hit on any innovation buttons we can, for these are the very buttons that trigger asset development.

Anyone who knows me in the PR world has heard my explanation of PR and how it mirrors economics–clients have a supply of information, and it is our job to match the demand of the marketplace with what our clients are supplying.  Our currency is content.  In the VC and PR worlds, content is king.

If any PR folks are doing something like what this article is describing, I would be curious to learn about your feedback.

Recently, I posted an article on SMPR’s Facebook page about how the DETROIT NEWS (my hometown newspaper) seemingly threw its ethical codes out the window (not to mention selling its soul) and changed an article to soothe an advertiser’s wallet and ego.  Combined with the latest Groupon fiasco and its ad blunder (I wrote about this issue on A Sorry State), maybe it’s time to skin the cat differently.

So I thought it would be cool to share something that is cool about ethics, specifically talking about how our friends in the advertising industry are making efforts to bring more of an ethical position into their operations.

Check out the following article from ADVERTISING AGE on the industry’s attempt to get more ethical.  These are really good ideas; what do y’all think?

One of the great passions I have about this business is teaching junior people about the rigors of public relations, and (in turn) what people in my field have taught me.  I was talking with a friend who operates a great agency in Dallas; we were talking about what each of us has learned about running a business, as well as what we would have done differently if given the opportunity.

Speaking to the latter point, I would not have changed a single thing and have done anything differently. Running a business, you quickly learn how to take the good with the bad. If you cannot take lumps in this business, then you shouldn’t be in it. To be sure, I have built a much tougher and stronger skin than when I first embarked on my journey now almost eight years ago. I have seen people come and go; clients start with a bang but spend funds miserably and fail. I have seen the highest of the highs and the lowest of the lows. I have made incredible friends and have formed several meaningful relationships.

 
Still, I have learned a lot—more than any of my college studies could have prepared me for. Here are some thoughts.

 
Understand the power of “no.” It’s easy for business owners to take on things because the money is appealing or the allure of having a “name client” associated with you would add to your reputation. Saying ‘no’ is empowering, for it allows you to focus on what you truly want to do. “No” keeps your eyes on the prize of ultimate satisfaction.

 
The customer/client should not always be right. Logic tells me when presented with an array of options, I want to make as informed of a decision as possible; life is not one way or the highway. I also rely on my past experiences about what journalists want; I would expect both my peers and fellow colleagues would follow the same path.  As an agency, we are hired to bring an objective voice to our clients’ tables. Maybe it’s because I have more gray hairs than when I first started the business, but I take my role as a counselor more seriously than ever. I have learned to cement my position by proving it with smart research and positioning and not just do what a client thinks is the most ideal course of action. I would never go back to a client and tell him/her “I told you so…” but I would go back to what I know has worked for others–and could work for them if given the opportunity.

 
Hiring a business coach is a wise investment. It’s one thing to preach objectivity to your clients, but it is hard to obtain objectivity running an agency—especially when it is your agency. I have learned how to distinguish things between the SMPR brand and that of Michael Shmarak; I used to take things personally when something went wrong. But as many people have come to tell me, it’s just business. We need to remember that business should stay where it belongs. To that end…

 
…tell your spouse and kids that you love them as often as possible. I set up SMPR to represent beliefs I have that agencies need to be treated like families, that if a family member’s name is on the door, then the belief set should represent the person/people who you are honoring. I have tried to bring “family” into everything I do, inclusive of making sure that my team enjoys their lives outside of work. Understandably, my team means the world to me, and I try to communicate the value they bring as often as possible. But I would be nothing without my wife and three kids. Hugs from children are the best elixir for soothing a bad day at the office. Clients come and go; my wife and kids are always with me. It is up to me to make sure they know that.

 
Client love is the ultimate measurement tool. If a client merely likes its PR counsel, then the agency is not doing enough to foster the relationship. I know about my clients’ kids, their families, what they do outside of the office, et.al., to show that we (as people) are deeper than what a letter of agreement tells us we should be. Striving for client love does as much for what makes good clients awesome clients as any deliverable you can provide.

 
Know the right time to reinvent your business. When I started SMPR in 2003, social media was just beginning to hit the mainstream. There were several agencies that got on the bandwagon early, going as so far as to say they do it—and do it well.  Me?  I would rather wait and let other people make mistakes so I can learn from them.  In turn, I can then take this education and shape it in a way that best fits who I am as a professional, as well as what my team knows it does well. Claiming to be all things to all people deteriorates one’s focus. We should all strive to own something and be really good at it first. Do we do social media work? Of course, but we specialize in helping companies build their infrastructure so they are ready for what social media has to offer.

Above all else, I have been blessed to learn that my team’s work has impacted lives. We take it for granted that PR can help influence other people’s decision making processes. When you’re leading the charge for those decisions, there is an immense source of pride and accomplishment. There are so many examples of how we have enacted change I could go on all day.

Moving forward, I want to learn how to learn better.  I want to get smarter about more tricks of the trade.  I want to build deeper relationships and find work that drives satisfaction for all of us.

It starts today.

“Holiday Networking with Your ‘To-Do List’”

Guest post from Kirk Hazlett; PR professional and professor at Curry College in Massachusetts.

It’s that time of the year again…when we decorate the cat, get a rash from the ivy, and generally enjoy the holidays to the extreme.

But, for those of you who are on the prowl for a new career opportunity, whether you’re planning ahead for the looming graduation or simply thinking “New Year, ergo New Job,” the holidays offer some fertile ground for planting those seeds of availability.

I am delighted to be commenting once again on SMartPR, sharing my own opinions and insights along with those of Susan Newman, co-founder of School2Life^TM, a Chicago-based consultancy with the enviable mission of helping “college students and recent graduates make a smooth, smart, successful transition from campus life to real life.”

My own thoughts can be found on my blog or…often to the chagrin of my public relations students at Curry College in Milton, MA…as part-and-parcel of the lectures I conduct on the various aspects of public relations…including the inevitable search for a “real” job after graduation.

Susan and I approach the job search challenge from the same point of view…most of the jobs that you might have a shot at are not going to be advertised…there is a “hidden job market,” and you’ll have to track that puppy down!

There are some basic steps that you have to take in preparation for this “job to find a job,” so drag out your notebook and pencil and start copying.

First off, develop…practice…and perfect your 30-second “elevator pitch.” What, if you were riding in an elevator to the fifth floor of a building with the CEO of THE company that you would crawl through molten lava to work for, would you say about yourself before the door opens and he or she leaves?

What did you study…and why? What are you passionate about when it comes to public relations? What do you see yourself doing five years from now and what do you want to do now?

OMG, Kirk…I can’t fit all THAT into 30 seconds!!!

Well, guess what?!? You CAN! It just takes sweat and tears and hard work…think in “tweets”!

Once you’ve got that down pat, you’re ready for some serious networking…AFTER you create a marketing plan…with yourself as the product and the people you’re going to meet as the potential clients.

A gazillion years ago when I was making a move from Boston, home of the eight-month winters, to Honolulu (where Santa Claus arrives on a surfboard…how cool is THAT!?), I laid out some simple goals for my day-to-day job search:

1. I planned to schedule and conduct three-to-four informational interviews each workday.
2. I planned to attend at least two-to-three PR- or marketing-related functions each month. (Look in your area…what’s there? I had choices of PRSA, IABC, and AMA in Hawaii. Here in Boston, I also have the Publicity Club of New England, for a total of four very active groups.)
3. Any time I met with someone for an informational interview, I set a goal of asking for the names of three-to-five other people with whom I might meet.
4. I followed up every single meeting with a personal thank-you note.

Did it work, you ask? Well…within two months of landing in Honolulu, I had gotten three amazing job offers and wound up with one of the two best jobs I have ever had in my 40-plus years as either a public relations professional or a public relations professor…what do you think?!?

Why did this happen? Because, to use one of my favorite phrases… “I networked my brains out!”

So who do you turn to as you start your networking plans?

Quit texting your BFF and look around the dinner table. Who do you see there?

I’m always fascinated when one or another of my students will come sheepishly to me and say, “My Dad arranged an interview for me with a friend of his. Is that ok?”

To which I joyfully (this being the holidays and all that) respond, “Well, yeah!”

Use family, friends of family, family of friends…any combination…who do they know, and who can they introduce you to? As Susan Newman points out, 78 percent of jobs are found through referrals!!

Next, take advantage of holiday parties…casual meetings of groups of friends or colleagues…any congregation of warm, breathing bodies you come upon…to add to your network.

Go up to total strangers at parties (as I grow older, I find that I either know fewer and fewer faces in the crowd or have forgotten more and more!) and introduce yourself. It’s the holidays…you can do this!

Hand everyone you meet your business card (you do have business cards, don’t you?!?), and collect theirs. Then, that evening or the next morning at the latest, follow up with an emailed note saying what a pleasure it was to meet him or her and asking, if this person seems like a good prospect, if it might be possible to schedule a brief informational interview.

Face-to-face…after the euphoria (and other stuff) of the evening has worn off…is always best. Cup of coffee in the morning before the start of the day…quick bite to eat at lunch…the possibilities are endless and invaluable. Not everyone will take you up on the suggestion…that’s why you’re continually meeting new people!!

Finally, believe in yourself…in your future…in your capability to succeed! To quote Susan directly from a television interview she recently did, “It’s a job finding a job.”

But you are you…and you can do it!

“If one advances confidently in the direction of his dreams, and endeavors to live the life which he has imagined, he will meet with a success unexpected in common hours.” (Henry David Thoreau, Walden, 18, “Conclusion”)