Posts Tagged ‘Edelman’

The Vision: Creating Content That Others Want to Share

Friday, August 10th, 2012

Washington-20120731-00089Visionaries define creativity in many different ways and how they motivate others to share their ideas often takes additional creativity. This was the topic of the D.C. chapter of She Says, an award-winning mentoring and networking organization for women in creative industries, during its kick-off event at Edelman DC.

The visionary panel included, Caryn Alagno, SVP, Edelman, Rachel Cothran, director of public relations, Corcoran Gallery of Art and College of Art + Design, Laura McDaniel, director of strategy, AKQA, Amy Sherman, director of digital marketing, Lifestyle Brands, Marriott International, and Holly Thomas, editor, Refinery 29. Most of the panel blog both professionally and personally and they have found a creative community around blogging. Thomas is also a visual artist who taught herself to draw by watching tutorials on YouTube.

Creativity ideas and insights:

  • Creativity is subjective, but sometimes you need to self-define. Find a niche and fill it.
  • Having a second passion can help you be more creative.
  • Creativity is a moment of grace.
  • Accept that your first attempt may not work and give yourself the freedom to revise and try again.
  • Creativity is about connecting the dots in a non-linear way.
  • Keeping yourself busy keeps the creative juices flowing. Having different creative projects helps to create momentum.
  • There is a big difference between having a creative idea and having an idea with a plan.
  • Not all creative ideas break through the politics of decision making, so you need to share ideas with the right people. Then, get buy-in from the decision maker.
  • Put on your thespian hat. Not every pitch works on everyone, so sometimes you need to act differently with different stakeholders.
  • Say what you think, not what you think you are supposed to say.

Sometimes you have to take the pressure off and try something different. McDaniel suggested yoga. The panel touted the shower as a great place to do creative thinking.

How do you capture your creative ideas? Paper, online, apps, and documents were all mentioned. There didn’t seem to be a limit to the ideas. A favorite of BurrellesLuce’s Johna Burke is Evernote because she can use it from any of her many electronic devices, along with these 12 Mobile Apps to Boost Productivity.

What gets your creative juices flowing? How do you sell your creative ideas to others?

Insights from the PRSA-NY New Professionals Committee and NYU PR League HR Roundtable

Monday, January 31st, 2011

Valerie Simon

PRSA-NYChapter_CMYK_72dpiTuesday evening, January 25th, I had the pleasure of speaking to a room filled with PR recruiters and those seeking a job in the public relations industry at the HR Roundtable, presented by PRSA-NY New Professionals Committee and NYU’s PR League.  The HR Roundtable offered attendees the opportunity to meet with recruiters from New York City’s top agencies. Special guests included:

Jami Secchi, Edelman
Katie DiChristopher, Marina Maher Communications
Lucy Cherkasets, Clarity Media Group
Marie Raperto, Cantor Integrated Marketing Staffing, Inc
Mindy Gikas, Ruder Finn, Inc
Sara Whitman, Peppercom
Jennifer Greenberg, Quantum Management Services.

Each offered their advice and insights in small group sessions.

“As the old saying goes, it’s not always what you know, but who you know,” explains Jason Brownely, co-chair, PRSA-NY New Professionals Committee and assistant account executive, M Booth & Associates Inc. “It is for this reason the PRSA-NY New Professionals Committees number one goal is to connect public relations professionals entering the job market at every level with opportunities to meet their peers and gain advice from experts in the industry.”  

Other important insights overheard at the roundtables:

How do I get my foot in the door?
“With the volume of requests I receive, I can’t do informational interviews with everyone so it helps to make a connection, whether through LinkedIn or through someone you know who works in the company you want to work for, says Secchi.

Should someone accept a lower position or even entry-level position if they are moving to a new country, but have experience working in two or three other countries (including the U.S.)? “I thought that was very intriguing, and obviously many people are having to “come in” at lower or entry levels so they can break into agency life or just get a job,” said Whitman. “In this case, I told the person to focus more on identifying how her skills will translate and add value in her new home versus looking for entry-level positions. One of the strongest things a communications pro (and PR pro in particular) is to spend time positioning his/her self first, which will make matching skills and experience with an open position – or even just with a company – much easier.”

How often should candidates touch base or follow up with a recruiter? Once a month, recommends Secchi. “You want to be consistent but you don’t want to be a nudge,” she explains. “Because of the volume of resumes and emails companies receive, we can’t always get back to everyone daily so a monthly check in is totally appropriate.  I also wanted people to know that they shouldn’t be discouraged or take it personally if they don’t get an interview.”

Secchi also reminded those she met that, “It could be timing, it could be the particular specs of a position, it could be that the position was filled internally so you just never know.”

Brownely notes that the New Professionals Committee will be hosting a number of events similar to this one, throughout the year. He encourages anyone looking to succeed in the public relations industry to become a member of PRSA-NY and to join the New Professionals section.

2010 Bulldog Reporter Media Relations Summit: Matt Harrington, Edelman, Interviewed by Johna Burke, BurrellesLuce

Tuesday, September 7th, 2010

Transcript –

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and we’re here at the media relations summit for Bulldog. We’re joined by Matt.

Matt, will you please introduce yourself?

MATT HARRINGTON: Certainly. I’m Matt Harrington. I’m the U.S. CEO for Edelman.

BURKE: Now, Matt, you just did a panel on the future of public relations, and you were talking about skills and attributes that you’re looking for. What are you looking for in your future PR practitioners to separate your business from others?

HARRINGTON: Well, for me it’s still very much the fundamentals: the inquiring mind, the ability to write well, and to have an understanding of the broad aspects of a client’s business, as well as the particulars of their business. But it’s now–there are added layers of complexity, if you will. There are more opportunities, more channels, more stakeholders that we all have the opportunity to engage with and build relationship on behalf of our companies, and so you need to just have a very wide view on the world. And the best access point is to be digitally savvy and understanding the channels online, whether it be the blogosphere or the world of Twitter, but also, more importantly probably, is the emerging technologies that are enabling us to help get our stories told. I think this is easier, actually, for the folks just entering our industry now because they actually are digital natives. So they don’t know another world. So the fact that they’re living in a three or four-screen world, that’s the way it’s always been. So their ability to manage that sort of attention deficit world is easier, perhaps. But at the core, it’s still about communicating. And more now than about telling the story or pushing a message, it’s about engaging an end audience and building a relationship with them. And that, I think, is the really exciting opportunity for our industry.

BURKE: Great tips for all of the public relations professionals. And where can people find you in social media?

HARRINGTON: On Twitter @mharring, as well as by and on Facebook at Matthew Harrington.

BURKE: Great. Thank you so much.

Challenges and Successes—“Go Red for Women” Award Winning Campaign

Wednesday, November 11th, 2009

Flickr Image: jon madison

Establish benchmarks at the beginning of each campaign. Do your research. Show that you have positively changed attitude about or knowledge of an issue.

These were the key points presented by Jennifer Pfahler, executive vice president of Edelman, during her discussion of the award-winning integrated communications campaign, Go Red for Women (American Heart Association), at this year’s PRSA International Conference. (Full disclosure: the American Heart Association (AHA) is a BurrellesLuce client and my grandmother died of heart disease a couple years ago.)

Pfahler outlined the challenges associated with creating a campaign of this type:

  • Not many women know that heart disease is the #1 killer of women.
  • Women have different symptoms of heart disease than men.
  • AHA needed to drive women to its website and move them to take the checkup.
  • Fundraising for education, scientific research, media outreach had to accelerate.

Pfahler said Edelman had worked on the Go Red for Women account for a few years, but was limited to one event in February. They worked to craft an integrated campaign, which included a TV documentary with NBC/Universal, and to find ways to create buzz throughout the 2007 year. In February 2007, they were able to pitch Marie Osmond as their spokesperson, and generate interest in their casting call for the documentary. Out of almost 800  submited stories, eight were picked, verified by Edelman, and used in the documentary. (more…)