The Learning Curve

One of the most important things to know is that you’ll never know it all. Never. Yet, that knowledge doesn’t render the lack of knowledge any less intimidating nor does it lessen the professional authority that is undermined when we are unsure.

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But the recognition of a lack of knowledge can be powerful. Rather than concede to the fear of not uncertainty or doubt, we should allow ourselves to become acquainted with the opportunity that such a position presents; rather than not know, we have been placed in a position to learn. It’s the greatest acquisition that a firm, company, project, individual or entity will ever attain.

I will admit that marketing is difficult. In spite of the dictates, guides, webinars, courses and templates available, developing the strategy that positions a company or project equitably is challenging. Audiences are fickle and technological developments, while creating accessibility to new information and tools instantaneously, demands that a “savvy” marketer is well-versed in advances the second they become available.

This creates a vacuum of pulls for each firm to demonstrate that they are astute and capable of strategizing for today and tomorrow, leaving lesser firms culpable and vulnerable. And, quite frankly, this applies to all firms in all industries. It’s not no business left behind; instead, it’s don’t be the business left behind.

The culture that technology has created is a macrocosm of fear and competition, which negates one important factor: learning is fundamental. The inherent pleasure that is derived from our passions, both professional and personal, is that they avoid the stubborn element of intellectual inertia--resisting deviations to the incremental pace at which change generally takes place—because we have an investment in the progress. We are not afraid to absorb new knowledge because there are few negative consequences. In our passionate lives, we crave change and oftentimes, seek it.

There is an inability to not know because to not know is equated with failure and [potential] losses.

But we didn’t always know. Subject matter experts were once novices. Corporate leaders were previously fledgling entrepreneurs. The most advanced technology was once a beta test, a prototype or concept. At one point, there was an “it” we didn’t know because “it” had not been developed or deemed implausible.

I can only speak for myself and, in doing so, I will admit that there was a fear in creating Agnes Lane Communications. I feared a lack of resources. I feared a lack of support. I feared a lack of knowledge. Yet, one day, it happens upon you that you’ll never know everything. There is a reason that companies have executives, specialists and support staff. There is a reason that roles are departmentalized and recertification is necessary: it’s because skills and knowledge bases are quickly outdated with daily research, advances and newly revised best practices.

It’s okay to not know. In fact, it is refreshing. While it is never advisable—or desirable—to enter an industry or arena blind, there’s nothing wrong with not being the most intelligent person in the room. Where a wise person is weak, he (or she!) seeks more knowledge and guidance. He questions and hungers for knowledge so that he can be the rule breaker that becomes the rule maker.

Don’t be afraid to not know. Be only afraid to not want to know more.

Designated Parking

I relish in the concept of possibilities and communal access to opportunity. And the revival of these concepts all started with an improperly parked car…

I noticed a vehicle parked somewhat inconspicuously on the side of a building. There was no parking space—nor a notice to not park in the area--but any reasonable person would insinuate that this area was not designated parking. Yet the driver of the vehicle parked there. And, quite amazingly, the car fit, as though it belonged there.

This is what I consider opportunity, self-created opportunity.
 

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Economically, socially and professionally, it’s not as prevalent or easily accessible as we’d like to think—in spite of the seemingly overwhelming boasts of our Facebook friends, Twitter followers and LinkedIn connections.

It’s hard out there for a pimp.

But what about creating chance, just like the [aforementioned] little car that could? It’s not all that novel a concept but pre-conceived notions and standard behaviors tend to render us normalized creatures of habit.

We get up, go to work, come home and repeat the process—with slight deviations within the routine.

It’s tiresome, worrisome and overwhelmingly underwhelming.

Entrepreneurship is not easy and managing a small business is stunningly challenging. There’s the responsibility of overseeing all aspects formerly beyond your scope of consideration. The successes and failures fall squarely in your lap and that is simultaneously fascinating, exciting and terrifying.

That’s what Agnes Lane Communications did for me. (I promise that was not an intentional plug but rather an example.) It is the creation of an opportunity, a prospect at pursuing a passion and my refusal to be excluded from thought leadership and innovation.

Try it---with all of the challenges, setbacks, disappointments, rewrites and clear failures that accompany opportunity-creation, you must also consider the excitement, progress, insights and successes that will come your way and the way of others.

So, today, find a space, an area that feels like a good fit. It can be ‘Future Home Of’ or ‘Currently Under Construction.’ And create what you’ve had trouble finding.

Pursue insight, best practices and perfect your craft. Make a business plan. Absorb every bit of knowledge that you can and cultivate your network. But take care not to start at the end.

Start at the beginning and take it one step at a time. Build your brand, build your dream and create access to your future.

If you build it, they will come. (And then they'll thank you and share it on Facebook, Twitter, Instagram, LinkedIn and via Snapchat and other people will come too.)

Eight Things I Learned From Social Media….And Counting

I lagged in joining social media. Not because I didn’t understand the significance of the platform but because I did not have time to fully explore the benefits and functions. But, as my involvement deepened, so did my general experience, including the lessons I gained. There’s a lot to learn from social media beyond the technicalities on the surface. Beyond knowing how to compile Twitter lists and employ web analytics, social media cannot help but make you better at your craft. As I began this courtship with social media, I encountered what most people encounter in new relationships: life lessons…thus far….

1.     You can say it in 140 characters or less. Think of it as your elevator pitch. Twitter is supposed to be the teaser, the greatest temptation that invites followers to seek more. Don’t give it away on the first date or in the first meeting. Make your audience want more. Technology has afforded us the ability to communicate quicker. There is no longer a need to wait for you to get to the point nor is there a need for the pre-recorded message. We can listen to it in real time or skip your altogether and find everyone who is delivering a message related to the topic we’re researching. Not everyone who is a follower, friend or connection is interested in the specific deliverables that you’re reporting on. And even those that have an interest are not so intrigued that they want to be two pages into their timeline still reading about you. Keep it short and sweet.

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      2. Let them have pictures. Imagery is powerful. As simple as it sounds, we like pictures, infographics, videos, charts and photographs. It’s easy to imagine the wind whistling through the lazily swaying grass on a midsummer evening but it is much more powerful to see all that we can only imagine. It is, perhaps, why tweets containing pictures are retweeted 35% more. (Why do you think platforms like Instagram and Vine exist? Actually, isn’t that why you’re on them?) Grin and bear it. (Yes, I meant bear, not bare.) Draw it. Graph it. Don’t allow the message to get lost in translation, while keeping in mind that some people don’t want any more words. They’re overwhelmed by language and analyses in their 9-to-5. Show people what you mean without forcing them to imagine what they’re missing.

3.     Sharing is caring. Social media is about sharing. With social media, a platform exists in which one of the largest, most diverse audiences possible can be reached with a single click, submitting a tweet, image or post. That’s the goal. Social media satisfies our intrinsic need to be heard. In a professional capacity, social media has reduced the customer acquisition cost. By creating—and publishing—pages in the social stratosphere, we are instantly relevant to an audience somewhere. (And if we’re shared, we have just become one step closer to the “cool” table.)

4.     Big Brother is watching…That’s the other side of the coin. The natural balance is created in life with the existence of balancing forces. So while sharing has granted subjects a level of relevance and importance, it also creates an element of social responsibility. While the words that are emitted in the digital realm can never be retracted, neither can the ideas, thoughts or concepts. If, by chance, fifteen years---or fifteen minutes—prove your thoughts and actions regressive, the posts are forever retrievable. It’s not just the inappropriate words that we must be concerned with; it’s the one’s that demonstrate that we are not cutting edge, progressive or professionally hip. Big Brother is watching. And he’s not afraid to repost, retweet or remind.
 

5.     The right words go a long way. In the same way that we cherish love letters and genuine apologies, we social media aficionados like well-written messages. Witty. Creative…with some value. Effective messaging is the core of any professional relationship, from doctor-patient to writer-reader. It’s not simply using the right words, it’s placing the right words on the right platform in the right way. Popularity is not merely hinged upon who we know, it also rests on how we say what we do. Learn the slang and norms of the culture to which you’re so cleverly trying to gain acceptance. Understand what’s out. Know what’s in and say it with your chest like you mean it.
 

6.     All you have to do is say “hi.” Have you ever glanced at the profile of a friend or the friend of a friend and seen hundreds or even thousands of friends, followers or connections? Social media has rendered the art of introductions and acquaintance-ship much simpler. In five minutes or less, a stranger or practical stranger can learn what it sometimes takes months or years to evolve to in traditional friendships (e.g. favorite foods, fears, faults, pet peeves). There’s a sense of community in learning that someone with the same name as you, residing thousands of miles away, works at another branch of the same company! Went to the same college! And likes the same television programs! It’s fate---or Facebook. Whatever it is, it just made your world one person wider.

7.     Don’t be ashamed to brag…. In life, as on social media, we tend to attach ourselves to that which we admire, be it people or organizations. We aspire to gain employment with firms that are making great strides in industries of interest and seek official or unofficial mentorship. Social media is about showing your best self---the company photos with the glamorous lighting, catching you at the most fortunate angle from your best side, the awkwardly long, but impressive job title, updates of your latest promotion(!), pictures of your new office, notes on your latest acquisition and company-sponsored trips and “inside” jokes (strangely enough posted to be read by your 550 closest friends). Social media involves a healthy amount of boasting. News spreads fast and it’s the most rapid way to ensure that your audience is aware of how well you your company is faring.
 

8.     ….But know when to scale back. Remember that you want your audience to admire you not obsess. Even worse, you don’t want to exhaust them. As with diet, social media requires everything in moderation.  A systematic scroll of a news feed should not necessarily reveal a new post by you, especially if I scroll hourly. (And I generally do.) In layman’s terms, it’s overkill. In marketing terms, well, it’s overkill. Remember when you were blossoming into adulthood and you spritzed on cologne that smelled so good that you inadvertently doused in it and the person that walked past you nearly died of inhalation of noxious gases? That’s what too-frequent posting does. It is sensory overload and does nothing for your brand. Leave something to the imagination. Make your audience like you, not block you.

….And I’m still learning.



Valuation, For all that it's Worth

I spend quite a bit of time immersed in public relations. Of course, this is to be expected of a public relations professional; however, the PR that has infiltrated my life isn’t by profession. It is in everyday life that I am facing---and hearing—PR problems to be solved.

Public relations isn’t the art of spin, as pop culture has led the general public to believe; it is, in the simplest form, about managing and optimizing relationships. In smaller towns, such as the one where I was raised, we are our own marketing, crisis and public relations experts. We build our reputations, prove our worth, demonstrate our value and integrity, pursue our passions and rebuild ourselves after crises. And this was before social media could catapult a meaningless glitch into a viral sensation that you’ll never (never) live down.

Our brand is important. It is what allows us to gain credit, attain interviews, make and keep friends, receive raises. It’s what makes people listen when we speak.

So what’s it worth to you?

Just a few days ago, I was reading a blog and I walked away from it with nothing. Other than time, I’m not quite sure what the author was trying to teach or share. And then I thought about again about worth and value. I didn’t ultimately view the blog post as worth my time but I initially perceived an anticipated value, due to purported topic of marketing. (It was marketed well, although it did not deliver.)

They’re two interrelated principles that govern more aspects of our lives than we’d care to admit. From the television show that’s “worth” our time to the “high value” gem, we subconsciously assign a price to everything in our life. Then we think, act and respond based on the value that we’ve assigned to the aspects, people, things and events in our lives.

There are not always direct correlations between value and worth, price and cost or investment and return.

Quite naturally, you may be wondering how it’s all related to PR (…if it’s all related to PR and if I was the author of that aforementioned blog posts. The answers are, we’re getting there, yes and no, respectively.) Public relations is about demonstrating why something worth its value and why we should value what it’s worth. The media monitoring, researching, pitching, relationship management, digital management and additional duties are performed so that relevant parties will recognize that the subject, business, organization or product presented to them is worthwhile in some relevant context.

Sure, it doesn’t always work in business just like it doesn’t always work in life. But when assign a value to something, we think it’s worth the effort to prove its value.

That’s the PR in our life---we pitch, we meet, we exercise every effort to ensure that the brand we so highly value never loses its worth. And in every capacity, it’s a high stakes game. Value and worth tend to be subjective and fluctuating. It is why, with age, we tend to cast aside the toys, creativity and clothes that were held in such esteem during our childhood---with the exception of our favorites. There are those childhood trinkets, pillows, blankets or stuffed animals that we value highly. There are always those things in our life worth more than any monetary value we could assign.

So what’s a little PR worth? Quite frankly, a lot. But, as you’ll notice, you haven’t done it alone. There are those people who have safeguarded your reputation, enhanced your brand, invested in your future and leveraged relationships. Your life is an exercise in public relations. It’s an exercise that you conduct daily, when you decide what meetings to take, the calls to make, the messages to send and the money to spend.

Check your investment and ensure that it’s paying the dividends that you deserve. Because you’re worth it…don’t you think?

 

 

 

Anatomy of a Scandal: Clipping the Brand

Crises have the ironic habit of happening at the most inconvenient times.

As much as you may believe that you can prepare for a crisis, the simplest truth is that there is no absolute preparation. It is much like having a child--or so I've heard: you can be more prepared but you are never completely ready to see your brand, company and efforts jeopardized.

And here, just as April wraps to a close, Donald Sterling has offered provided a very insightful lesson about crises, regrets and accountability.

While the authenticity of the controversial recordings has been called into question, the impact of the language is unquestionable. The running strategy of Sterling's team appears to be deflect and deny. The problem is that the listening audience---including all of his stakeholders--need him to reflect and comply.

The letter of the law, as dictated by the court of public opinion, is quite different for public figures. There is a much more distinct, definite and unforgiving degree of accountability and discretion that public figures must adhere to and the jury is always out.

The problem with a crisis of this magnitude is that you cannot genuinely apologize for how you feel. Modern crisis communications plans tend to incorporate some element of rehabilitation or retreat. But in a public inundated with Lindsay Lohans, Paula Deens and Chris Browns, is a bit skeptical of this new means of "fixing" a problem.

It's not genuine. It's not trustworthy. It's exhausting.

Deflecting blame to the leaker of the recordings doesn't make Sterling blameless; in fact, it makes him appear more blameworthy. To deflect is, arguably, to admit guilt. It inherently implies that Sterling should not have to take responsibility for his actions---because the revelation is the result of a betrayal.

The responsibility to the organizational stakeholders is to Sterling, not the leaker of the recordings. Brand valuation is about much more than dollars and cents; it encompasses trust and sense. People trust the leaders of organizations they support to make trustworthy decisions that make sense. Although there is no blameless, faultless mechanism, there are those that are accountable and responsible, while identifying interested parties as valuable.

This is where the brand failed. It is, perhaps, one of the greatest failings.

What do you think? Share your thoughts in the comments.

'Liking' Deception

They're not your friends.

The hundreds or even thousands of people viewing your Facebook page, retweeting your mantras and 'liking' your Instagram photos are not. your. friends.

They are your audience.

There is quite a distinction to be made. Our friends are those people that we are inextricably linked to; these are the people with whom we laugh and love. They know our secrets because they can keep our secrets.

An audience is an entirely different story.

Audiences are generally self-serving. Dispute it if you must; however, think carefully. We take part in activities, events and forums because of the benefit that we will receive, whether it is a good laugh or a great connection. There's a profit to be gained from an audience and audiences arrive to collect the balance due.

The biggest problem with social media is that it often confuses us. In accepting and sending 'friend' requests, we inexplicably expect a modicum of privacy from the friends audience served. If our friends didn't have friends who have friends, who also have friends--that we couldn't identify in an empty room--this unreasonable expectation might be just a little less so.

However, the extended network that social media provides has us stretching our arms, embracing and ushering a group of un-invested individuals into our inner sanctum. We're sharing feelings, thoughts, successes and failures with people who poke, prod and comment on a life unknown.

There's no suggestion that an audience is composed of enemies. The underlying message is to use discretion. Once shared digitally, your life is never again your own. It belongs to every person you encounter--including your current and future employers or employees--and those you never will.

And what you have created in an instant is a branding message that lurks in every crevice of your professional life. Of course, it is necessary to add the disclaimer that social media has the moniker for a reason: it is supposed to represent the contemporary social climate. All online communications do not require such scrutiny that it cannot be lighthearted as it is intended; however, it does require a little thought.

Communicate carefully. Social media is a high stakes game and you are showing your hand--to millions. Know when to fold.