Archive for ‘Media Monitoring’:


Hack-A-Comm: “Fast Hacks” Providing Essential Tips for PR and Communication Industry Leaders

Wednesday, November 15th, 2017

Photo Courtesy of PRSA

By: Pam Golden, President, GLA Communications*

The title was intriguing and two of the three presenters are Counselor’s Academy members, so of course I had to attend. To be honest, I wasn’t sure what to expect from this session, however, I walked away with three really great ideas to take back to my team.

Sean Williams Photo Courtesy of PRSA

Relevant for internal comms teams and agencies alike, Sean Williams, Vice President with True Digital

Communications shared his hack for creating a communications plan that can be used with various company stakeholders.  He calls it AMMO: Audiences/ Messages/ Methods/Objectives.

Audience: The people you need to reach; who needs to hear, be heard, who do we have to help?
Messages: What do we have to say, show or demonstrate to attain our objectives?
Methods: How do we need to deliver those messages? What are the tactics?
Objectives: The actions you want people to take, what do you need your audience to think, feel do?

So basic, but so smart.

Elizabeth Edwards, President, Volume PR and a CAPRSA member, infuses behavioral science insights into communications strategies, messages and tactics. Elizabeth’s hack was to using psychology to get results.

She offered up how to get more from people using reasoning and validation to get positive responses.

As she explained, the word “because” helps answer the why question and gives people the reason for a yes response. Elizabeth shared how the law of reciprocity can be used to our benefit. After all, we tend to want to help those who have helped us.  And, they will be more likely to want to work with people who like and respect us.

Another great tip was to leverage rejection. If we ask for more –

John Deveney and Elizabeth Edwards Photo Courtesy of PRSA

whether it be more projects or higher fees, then when the answer is no, we have the flexibility to reduce the ask.

John Deveney, President of Deveney, an engagement agency and also a CAPRSA member, presented on how to identify, vet and get the most out of online influencers. The most important thing to keep in mind is that the influencer program must ladder up to the business goals. We need to evaluate goals, resources and needs and determine:

  • Why do you want the influencer?
  • What do you want them to say?
  • Who is their audience?
  • How do you want them to talk about your brand?
  • Where are these online conversations taking place?

Tips from John:

How to find influencers?

  • Use award programs, tap into influencer networks, form your own network, conduct internet searches and leverage database software.
  • Use several of these to identify the right influencers for your program.

How to vet influencers?

  • Look for ones who have industry standing and strong relationships.
  • Look at their engagement rate not the number of likes.
  • Does the personality fit your brand and look at the quality of results and the content.

How to get the most out of influencers?

  • Allow them to deliver the message in their own voice and give them time to get results.
  • Discuss metrics – do you need to drive sales? If so, build a way to track sales from the influencer impact.
  • Play by the rules – have them agree to the FTC guidelines

Big shout out to Johna Burke and BurrellesLuce for sponsoring this session.

*Pam Golden is president of GLA Communications which she founded in 1986.  Her expertise has helped fuel many successful communications campaigns including the launch of home satellite TV, DVD and HDTV. Pam provides high-level strategic and tactical counsel to GLA’s clients, bringing the benefit of more than 30 years of experience in creating and executing effective campaigns that deliver results. Pam is an active member of the Public Relations Society of America and serves on the executive committee for its Counselors Academy sector, where she is also chair of the programming committee. In April 2017, Pam was named as a finalist in the Leading Women Entrepreneurs “Brand Builders” category, which celebrates communications professionals who excel in brand innovation.

Leading Through Change: A Roadmap for Navigating Uncertainty

Tuesday, November 7th, 2017

*By Pam Golden, President, GLA Communications

In life and in business, we often focus too much on the destination – where we are going – and forget to take the time to enjoy the journey. Elise Mitchell, Chairman of Mitchell Communications Group and CEO of Dentsu Aegis PR Network and author of Leading Through the Turn: How a Journey Mindset Can Help Leaders Find Success and Significance shared with attendees at the 2017 PRSA International Conference how she changed her approach to life and work and realized that the journey matters as much as the destination.

Photo Courtesy of PRSA

The first time I heard Elise talk about her journey was at a PRSA Counselors Academy Spring Conference and I came away inspired and motivated. This time was no different as there are few people I have met in business who are as willing to share as much as Elise.

A few years back, Elise asked herself: Is this all there is? She felt like something was missing and wondered if the destination was not worth reaching, what was she striving for? In pursuit of the destination, could she find the journey? For Elise, it was a motorcycle trip with her husband that helped her find her way and even inspired the title of her book.

One piece of advice that Elise offered was to “scrap the maps and go with the detours of life.” By doing so, you will find yourself in amazing destinations that can create new opportunities.  And of course, the journey can take different turns. In 2012, Elise sold her firm to Dentsu Aegis Network, which took her and her team on a different journey that included two restructurings in two years. As we all are aware, success is not promised. We have to work for it and have to stay the course.

Whether we are leaders of an agency, a company, a department or a team, the question Elise says we should be asking ourselves is:  “what matters most as a leader? What do I want to be known for?”  And the road is not always easy, so when the storm moves in, this is the most important time to take the helm.

Elise also reminds us that it is important to enjoy the ride – so we should find the off switch and live a whole life. She encouraged us to invest in ourselves because if you don’t there won’t be anything for anyone else and because it is the people who matter most since relationships are the greatest gifts we have.

*Pam Golden is president of GLA Communications which she founded in 1986.  Her expertise has helped fuel many successful communications campaigns including the launch of home satellite TV, DVD and HDTV. Pam provides high-level strategic and tactical counsel to GLA’s clients, bringing the benefit of more than 30 years of experience in creating and executing effective campaigns that deliver results. Pam is an active member of the Public Relations Society of America and serves on the executive committee for its Counselors Academy sector, where she is also chair of the programming committee. In April 2017, Pam was named as a finalist in the Leading Women Entrepreneurs “Brand Builders” category, which celebrates communications professionals who excel in brand innovation.

Adulting as A New Professional

Wednesday, January 25th, 2017

By: Whitney Welker*

As a recent college graduate, it would be a lie if I said that working in the ‘real’ world turned out to be everything I thought it would be. You know what I’m talking about. The whole ‘oh now my life is magically all together’ scenario. You land the perfect job and all of a sudden you have all this free time for friends, perhaps a hobby, oh and of course you meet your soul mate almost immediately {retch}. At least that’s what we are led to believe;MayaAngelouStillLearning that all of our problems will be solved by our first job. WRONG.

One of the first things I learned out of college was that everything I’d need to know about doing my job to the best of my ability wasn’t necessarily going to be things I learned in the classroom.  All of those ‘real life’ scenarios, case studies and pitches that we worked on so diligently meant very little now. Yes, while in college I learned intangible skills to prepare me for landing a job, and I most definitely learned more about the industry, but there was so much more to learn.

As a result, I started looking to my coworkers for examples and advice. To give a little background, with my job I am a marketing department, of one, for the region I support, so it’s pretty safe to say that learning by brainstorming and picking the brains of my coworkers was going to be my best option. Learning from your coworkers can actually be one of the best things as well. They have been in the industry longer than you, so use that experience to help yourself succeed.

Another thing that I learned was not to try and tackle the world in a day. This will never work. I find myself making a To Do list for the day with about 25 things on it. Let’s be honest, all of those items are not going to get done today. So I learned to make a weekly To Do list, and a daily To Do list. This way I can take the time to focus on the tasks that I need to get done that day instead of worrying about a project that I have more time to work on. Sounds like college multitasking again, right?

Working with others is probably the biggest obstacle for me in the ‘real’ world. You don’t realize this as much in college because although you have group projects to work on, those only last, at most, a semester. When you are in the workplace, this ‘group project’ can last years. With so many moving parts in a company I find myself speaking with multiple departments on a daily basis. This means MANY ‘group projects’. It was vital for me to begin learning more about my co-workers’ personalities so that we could succeed as a whole. This means learning when is the right time of day to contact someone. Do they like to have their coffee before talking business? Do they prefer an email over face-to-face or phone conversations? All of these traits, and more, need to be identified so that you can make the most of your time and theirs.

In all, my first job has been great. I love my company, coworkers and job duties. I’m very thankful for the opportunities I have been given, and still look to expand my knowledge about the industry on a daily basis. I believe that when you stop learning, you stop producing. So stay inquisitive and know that although the world after college is tough, you can succeed if you try your hardest every day.

Do you have tips for new communications professionals embarking on their first “adult job” that you’d like to add? We’d love to hear from you!

 

*Whitney Welker is a Marketing Analyst for a utility company. She enjoys the diversity of her role as she not only creates marketing pieces, but also handles customer communication and website content. In her free time Whitney likes to spend time at her family farm and traveling with her friends.
Twitter: https://twitter.com/whitneywelker15
LinkedIn: https://www.linkedin.com/in/whitney-welker-311a93a5

Cyber Security: Fighting Back Against Threats

Tuesday, November 29th, 2016

Computer hacker stealing data from a laptop concept for network security, identity theft and computer crime

By Sydney Rodgers*

Theresa Payton is a notable expert on leading cyber security and IT strategy. As former White House CIO from May 2006 until September 2008, she is one of the leading security specialists in the nation. Payton is the CEO of Fortalice Solutions and co-founder of Dark Cubed. Both companies provide security, risk and fraud consulting services to various organizations.

At the recent Public Relations Society of America (PRSA) International Conference, Payton compared potential security risk to connecting a talking Barbie to unknown WIFI sources. According to Interstate Technology & Regulatory Council (ITRC), in 2015 over 169 million personal records were exposed due to breaches. With the internet playing such a large role in daily life I wanted Payton’s insight on how to structure your brand. Below Payton gives us tips on how to expand your assets without putting them at risk.

 

How does someone determine their most valuable assets?
Your most valuable asset(s) is that information that you absolutely cannot afford to lose. It’s the most critical asset that you need to safeguard and protect either for yourself or your organization.  Lots of digital assets are considered valuable but the top 3 digital assets that cyber criminals target before and during a large event are:

  1. The schedules of notable people and their security detail assignments;
  2. Ability to spoof or fake credentials online or in person; and/or
  3. Stealing personally-identifiable information or the right credentials to access payment information and bank accounts

 

What trends do you see in breaches of security?
Over the course of my career, one item rings true over and over again. Today’s technology, by design, is open so it can be easily updated. That open design also means that a breach is inevitable, but how you plan to respond to one is not. If you create and store data, there will be cyber criminals waiting to pounce to copy it, take it, post it, ransom it, or destroy it. Offensive strategies with defensive mitigating controls work, but a purely defensive strategy is a losing strategy. For every defense you put in the path of a cyber criminal, just like a squirrel after an acorn, they will relentlessly try to circumvent your defenses to grab it.

As we live in today’s world, it would be completely negligent to only think in terms of physical or digital security as two separate entities. We discussed this in great detail at the White House that a security strategy must dovetail the two together, physical and digital, and that a one sided approach was doomed to fail.

 

What things should someone take into consideration when looking into cyber security?
An area often overlooked or widely misunderstood is the use of open source intelligence, also known as OSINT, as part of the overall strategy. 70% of data breach victims indicate that they were alerted they had a breach from someone outside their own organization. That stunning statistic reinforces why every company should target your own organization, as if you are the adversary. This approach helps you identify the information leaking out of your vendor’s connections to your data, through your own employees, or technology, before cyber criminals use that same intelligence to launch an attack against your organization.

Digitally, you can use OSINT tools to identify everything you can about the technology and people that work at your organization. You can also use OSINT to see if your sensitive data has leaked online. Physically, you can use an OSINT technique to digitally geo fence a specific and physical land area and monitor the digital traffic occurring that mentions the location. In the case of fighting terrorism, private sector companies and law enforcement can geo fence critical infrastructure, significant events, and venues and then monitor to identify terrorist capabilities, sympathizers, motivation, flash points and intentions through various OSINT tools.

 

What apps would you suggest someone use to monitor their protection?
Some apps that I use everyday are: Privacy Badger and Ghostery to protect my online browsing from 3rd party marketing firms and other snoops. I also use Threema to protect sensitive text messages.

 

Should there be differences in cyber security for personal and professional?
How you think about protecting your privacy and sensitive digital assets in your personal and work life are the same. Most of the principals that you apply in your personal life should go to the office with you and vice versa. Please make sure you are familiar with the tighter restrictions at work that are typically agreed to within employee agreements that you have signed so you don’t unknowingly break rules or put your company’s most sensitive assets at risk.

 

Follow Theresa Payton on Twitter @trackerpayton. And check out Fortalice Solutions.

*Sydney Rodgers is a student at Southeast Missouri State University. She has always been interested in the communication process and social interaction and is currently studying public relations. In her spare time Sydney likes to keep up with current events and is AVP of Communication for her Public Relations Student Society chapter.
Twitter: https://twitter.com/SydSpksSuccess
LinkedIn: https://www.linkedin.com/in/sydney-rodgers-5a6305127

Copyright: Understanding Fair Use

Wednesday, October 5th, 2016

While this AMEC North America Measurement Week webinar was the first of the series, it will be my final recap post. I saved the best for last!

International AMEC board member, and License League COO Dan Schaible led this #AMECMM webinar to help us understand the complexities that surround copyright in the digital world we live in today. Copyright Fair Use

Dan began with referencing a portion of United State Constitution, Article 1, Section 8, Congress shall have the power… “To promote the Progress of Science and useful Arts, by securing for limited Times to Authors and Inventors the exclusive Right to their respective Writings and Discoveries”. This is what sets up what copyright is, however in that statement is an inherent conflict, Dan commented.

We are all pretty familiar with the concept of Title 17, Subsection 106 of the United States code. This is the part that grants the owner of the copyrighted work the exclusive rights to do and authorize reproductions, copies, derivatives, etc.  However, it’s Subsection 107 that tends to create confusion—the limitations on exclusive rights—fair use. There are four specific factors, that work together, which must be considered to determine fair use.

  1. The purpose and character of the use, including whether such use is of a commercial nature or is for nonprofit educational purposes;
  2. The nature of the copyrighted work;
  3. The amount and substantiality of the portion used in relation to the copyrighted work as a whole; and
  4. The effect of the use upon the potential market for or value of the copyrighted work.

I can relate if you’re thinking, “I’m not a lawyer, how am I supposed to be expected to interpret this?” Legal-ese makes my head spin, but the way Dan explains it, with the examples he uses, helps it all to make a little more sense so I highly recommend you check out this short (under 30 minutes) webinar replay.

He focuses on the two points that we, as PR professionals, are most likely to be affected by. In addition, he references two specific copyright-specific court rulings on recent media monitoring cases. (Side note: BurrellesLuce has a copyright compliant article program and agreements with most major publishers as well as individual titles.)

  • Purpose and character of use. Dan says the real defining question is: is the content used in a different manner or for a different purpose from that which was originally copyrighted? He read a portion of a 1990 legal article, written by two judges, dealing with whether the use is “transformative” (which is a valid defense). There is a lot of gray area here and it’s no wonder there’s so much confusion surrounding fair use! Dan claims that fair use is part of the law but some claim it’s only lawful in that it offers a defense to the end user should the use be challenged by the copyright holder.
  • Effect of the use upon the potential market or value. This is a little easier to understand. Dan says the defining question here is: what is the effect of the use on the copyright owner’s ability to exploit the value of their original work.  In other words, is how you’re using it taking potential money out of the owner’s pocket?

Dan cautions that fair use is based on market conditions—as the market changes, so may the judicial rulings.

Webinar moderator, Johna Burke, who’s also AMEC North American Co-Chair and BurrellesLuce CMO, wrapped up with questions to Dan from the participants. He finished-up with some straight-talk about why you need to know these things, the most compelling of which was “so you don’t get sued” (but he had a lot other great answers as well).

I’ve enjoyed learning more about measurement (and copyright) the past couple weeks and hope you have too! As always, please feel free to share your thoughts and/or experience with others here in the comments section.