Each of us is personally branded even if we do not sport a tattoo. Our 1st Person PR evolves from our beliefs, values and, ultimately, our actions, which, of course, speak louder than words…or elevator speeches.

You may be watching TV’s Undercover Boss about CEO’s who are earning their MBWA degrees (Management By Walking Around). You may also be concerned about nonprofit organizations trying to serve constituents while challenged by budget deficits and strapped donors. We’re all hoping, of course, for an economic turnaround for small business entrepreneurs, large corporations and regular folk.

Everywhere we go, we see 1st Person PR, ours and theirs. An individual’s world view, according to Andy Green, author of Effective Personal Communication Skills for Public Relations, is based on beliefs and values. “Beliefs are things you hold to be true,” Green explains, “even if sometimes faced with evidence to the contrary.” A value, Green adds, “is something you will do even if it hurts” because it is so important to you.

Like everyone, I tune into information on business development, building relationships and networking. It can be very helpful, including recurrent gripes about other people’s lack of reciprocity, poor communication skills, respect, credibility, transparency, honesty and trust. All of us have encountered these issues. While such experiences can be disconcerting or upsetting, they can be potentially rewarding because they prompt you to reconsider your actions and goals. A more objective perspective and world view can open new doors.

None of us is perfect, and we all regret things we did or said. Self-reflection and learning from our experiences, however, increases our understanding and cooperation with each other…for more effective 1st Person PR.

We just have to remember the classic advice: Be true to your beliefs and values, such as honesty and ethics. Build on your strengths. Thank the individuals – personal and professional – who have been and continue to be there for you.

Remember something else our elders said: what goes around comes around?!

When delivering our elevator speeches, we rely on “all about me” language. The introduction is, after all, 1st Person PR.

Today, however, I attended a short presentation that challenged and inspired the participants. “Amp Up Your Elevator Speech with Hypnotic Language” was presented by Catherine Johns. She and Karen Hand, former media anchors, own the Chicago Hypnosis Center.

Catherine suggested six “all about you” words to use in your elevator speech.

You. It’s the most important word your listener can hear, other than perhaps the person’s own name.

Now. We learned at an early age that when a grown-up said “Now!” we’d better do it because the consequences of not doing it could be severe. All that programming gives “now” tremendous power.

Because. People like to have a reason for what they do. Give them one, even if it’s not entirely logical, and discover how great the results can be.

Discover. “Discover” arouses the desire for knowledge, encourages someone to listen closely to what comes next, which may well be a …

Secret. Everyone wants to be let in on a secret. Imagine how it feels when you’re in the know.

Imagine. When they imagine something, they’re already accepting it on some level. You’ve bypassed the automatic doubts and questions that can arise when you say it more directly.

Wouldn’t you agree that now’s the time to discover the secret and power of hypnotic language?!

Creating a 1st Person campaign – for yourself or your business – can be more challenging than developing one for a client. The issue is objectivity. That’s why it is important that you step aside and look at yourself in the 3rd person…as others will see you.

A campaign (particularly the strategy and tactics) is comparable to setting goals or developing a to-do list, but it’s more than that. A campaign encourages you to take an objective and dynamic world view.

PR or IMC campaigns usually open with the current situation or SWOT analysis based on research. The introduction presents your professional or personal identity, strengths and marketplace opportunities, competition, challenges and problems, current publics including consumers and target publics. This assessment helps you develop messages and establish measurable goals.

Writing your campaign in the 3rd person (e.g., Sally Chapralis), not in the 1st person (I, we), helps you remain as objective as possible.

Your strategies and tactics should follow from your SWOT analysis and goals. Build on your strengths and opportunities. Address your personal or professional challenges. Retain current consumer loyalty while identifying new publics.

When I teach a university course in PR Campaigns, the course project is to develop a PR campaign for an organization or individual. Students can focus on a company, a friend’s start-up, or a family member’s rock band. Sometimes, however, they do the project on themselves: finding their first job after graduation, or making a career change after several years. Group brainstorming proves inspiring as they creatively consider new possibilities and directions.

You are already brainstorming during professional networking and personal focus groups of family and friends. While engaging in self-discovery, you may not always hear what you want to, but enlightening new perspectives are invaluable. Feel free to share your PR campaign experiences with us so we can learn from each other.

Think 3rd person, and a more rewarding 1st person experience could emerge.

I am frequently reminded of a graduate sociology course I took several years into my communications career. The professor explained the difference between psychology (individual) and sociology (group, society, culture). “What is a public?”, she asked. “A group (three or more individuals) of people with something in common.”  While it’s such an obvious concept now and applied in many targeted ways, it wasn’t then.

Your first group experience is your family with its own history, dynamics, rules and regs. Then you step outside into the neighborhood, which offers community values. Before you know it, you belong to several groups (running, dinner, volunteering, or professional association), each with its own “this is how we do it here” etiquette.

Today, stimulated and challenged by social media, personal and online networking, we are discovering our 1^st person PR in a group setting. We seek or bump into a variety of possibilities. What do we have in common, and what are our personal expectations?  

In Putting the Public Back in Public Relations, co-author Brian Solis reminds us that “social media is about sociology and not technology” and that “relationships trump tools.”  It is a great goal, but what is a relationship and how does it evolve from networking?

We usually approach relationships with expectations …realistic or not. We assume a two-way street regarding values, sincerity, respect, trust, honesty, constructive communication, and reciprocity. When we network, our goals are similar but maybe a little less profound. Ideal networking—helping each other—may lead to a deeper relationship. If not, then we’re grateful for mutually supportive connections.

Many centuries ago our ancestors were, of course, the first examples of (no tech) networking and social media.  Whether relationships are transitory, life-long, personal or professional, we have to work on them within their context and reality…a point to remember in today’s high tech social media.

Those of us who work in PR realize it’s an advantage to know a reporter when pitching your newsworthiness. If you don’t have an existing relationship, professional and citizen journalists offer starting points: Do you understand their specific medium, the focus of their beat, their unique perspective, and what they’re looking for in your news or pitch? You want a media placement, and the reporter wants relevancy, credibility, and trust in your sources – a mutually rewarding connection.

Speaking of connections…Valentine’s Day, Chinese Year of the Tiger, and Aquarius (signs of today) can offer reminders of our potential, inidividually and collectively.  Best wishes to all.

The other night a family member (great guy in his early 20s) called to discuss writing generally, fiction and nonfiction. He’s working and volunteering and wants to share some experiences.  

During our fictional conversation, I recalled that my mother had introduced me to short stories and novels (“Honey, don’t see the movie after you read the book, because it’s always a disappointment,” she advised?). In our nonfictional conversation, I told him that my father had subscribed to our local daily newspapers, and I do, too (yes, hard copy, so there!). Besides the news side, I look for movie reviews?

 “Well [he brought me back to the point], how do you tell a story?”  Good question.

Fiction, as we know, is imaginary and created by an author who develops a plot and characters to tell the story. As the style and plot evolve, the author’s goal reveals itself in the climax, often an unexpected turn of events.

Nonfiction, such as journalism, should be an objective, balanced and verifiable report of facts. We expect actual events, truth and cited sources in articles and books, news coverage, histories, scientific reports, white papers, case studies, travelogues and other nonfiction.   

There’s also creative or narrative nonfiction – a story that is factual and verifiable but reads like fiction. It sets the scene, uses imagery and metaphors, presents well-developed characters (real people including protagonists and antagonists) in engaging dialog. While creative nonfiction should tell the truth, it is not necessarily objective in the journalistic sense of objectivity. It, like fiction, also presents a (turning) point or perspective.

If you’re working in marketing and PR, you often tell your client’s story – an experience that reflects the problem/solution and benefits – in narrative nonfiction.

After patiently listening to me (I went on too long), my relative returned to the introduction, whether in fiction or nonfiction. “That’s the hardest part of writing for me,” he said, “and it often stops me from writing.”

 The intro is frequently a big challenge for all of us, so don’t allow it to frustrate you and stop the process. Remember your goal, start writing in the middle, and the intro will emerge later.

What do you want to say, what is your (preferred or required) form of expression, and how do you want to say it?

Is it time to tell your story?

If we’re going to be effective in person-to-person and other communications, we need to listen. Active listening contributes to more meaningful dialog and, thus, stronger personal or professional relationships.

 Listening is not always easy, given distractions, time restrictions, stresses and the context in which the conversation – spontaneous or planned – is occurring. However, whether we’re talking to a professional colleague, friend or family member, we want to be in the moment, trying to understand the other person’s perspective and goals.

Here’s what I’ve learned from others and try to remember myself when listening?!

Stay focused and connected. Give the individual speaking undivided attention and eye contact. Set aside other thoughts and try to understand what prompts this conversation and what the other person’s goal is: Establish dialog where there was none? Build on previous conversations? Communicate new information? Clarify a project? Stay in touch?

Don’t interrupt. Sometimes we misinterpret a pause for the time to respond. Yes, knowing which is which often requires experience with that person’s style. And, it may happen because we’re so enthusiastic about the subject that we want to share our perspective. So we jump in, cutting off the other person’s train of thought. Hold your feedback until you know the pause signals your turn – or until you’re asked.

Try to understand before making your point. It’s often easier to say than do, but our goal is to establish common ground. This means not rushing to judgment, responding with positive, encouraging gestures, avoiding preconceived assumptions, and remaining neutral while listening and before answering.  

Respond in an engaging way. Show that you have listened in a meaningful way and understand the other person’s goal or perspective. If you don’t, ask for clarification. Stay on subject unless it naturally leads to another common interest. Even if you disagree, avoid an adversarial or argumentative response, and think constructively. It’s not always your view or my view. If we’re listening and want to establish common ground, there are usually more options.

We all have something to learn when we’re listening, and we never know when an opportunity will emerge because we did.

Sally

As 1^st person PR for your company, client or yourself, media relations is one of your responsibilities.

Our goal, as PR pros, is to establish a dialog and common ground with each medium based on its specific audience, its goals, and its needs and interests.

Thus, before calling or sending that release or letter…

•  Research the media. Who covers your beat or subject and from what perspective? Which department or feature section does your new news fit into? Has the medium run a story before on your subject, and, thus, would your information offer follow-up? Why is this newsworthy to this particular audience?
• Write it. Whether you send a release or letter, make sure you open with the newsworthiness. (You’ll see more on my web site, PR Tips section.) If you’re writing a release, remember this: Your headline and your email subject line will, of course, have the newsworthiness in common. However, your email subject line should be no more than five to six words, otherwise you might be deleted before you are opened?! If you’re writing a letter, address it to the actual contact. By the way, some media prefer fax and even open U.S. mail submissions.
• Rehearse it. Now that you’ve done the research and writing, you must think through a potential phone conversation before you have it. Remember that reporters (editors or producers) are swamped and under tight deadlines. So, if a reporter personally answers the phone, you do not want to open with “Hi, how are you?” Instead, in one to two sentences, quickly introduce yourself, your organization, and the new news. Ask if reporter has a minute or two. If yes, briefly offer your information. If this isn’t a good time, ask if you can call again and send an email (offer subject line) as follow-up. Even if the reporter agrees to discuss your story now, she may not be interested in this subject. If you’ve done your prior research, then suggest another possible subject.
• If, when calling, you only get voice mail, then leave a brief but newsworthy phone message. Explain that you are also sending an email with such-and-such subject line.

Yes, this conversational approach is geared toward “traditional” media. However, the principles still apply to social media. Doing your homework helps you establish media relationships and increase your placements. Consider every conversation an opportunity to learn more.

What do we (think we) have in common?

The people we know are usually people with whom we have something in common (“birds of a feather”).  We’re related through family, geography, community, professional and personal interests – hobbies, sports, music, arts, networking, or social causes.

Occasionally, though, we discover a more profound psychic connection, beyond the obvious, with a particular individual.

We now see, retrospectively, that when we initially met this person, our invisible antennas picked up deeper links between us that we only now understand. The connections may no longer work and we have moved on, or they are stronger and more constructive than ever before.

Recently, a colleague told me that she was upset by a long-time friend’s comments and behavior toward her. Then she stepped back and said, “but I have to remind myself of the personality traits and interests we share and decide if the good still outweighs the negative. Or, I guess I have to communicate with her in ways I haven’t done before.”

Coincidentally, I bumped into a former professional colleague who I had not seen in many years. We caught up, discovering things we had never known about each other, and now realized that we would probably be working together again. Sometimes, you never know.

We are all involved in first person PR even when we don’t want to be. We can’t really do it alone because, as we evolve and mature, the process requires others. Projecting a positive persona or image means effectively communicating – one-on-one and in groups. Despite our best efforts, we don’t always know the results as soon as we would like to…even given today’s SEO?!

More about you, the messages we exchange, and the people we hope to know better…next time.

Sally

Because it’s that time of year when we’re getting together for holiday celebrations or work-related parties, I thought about our conversations – the ones we have and the ones we wish we had.

We’re always conversing – small talk or deeper communication – whether hanging out at the ball game, having dinner with family or friends, discussing business with colleagues, or sweating through a job interview (yes, an interview is a conversation). Sometimes, depending on your expectations, the conversations are rewarding, sometimes they are disappointing, and sometimes the conversation doesn’t happen even when you had planned for it.  

Improve Your Communication Skills, a very informative book by Alan Barker, offers important insights and guidelines about conversation and 1^st person PR. As I mentioned in my first blog post, the goal of communication is to establish common ground. Or, as Barker explains, “communication is the process of creating shared understanding.” The heart of communication, he notes, is the conversation, which helps us build relationships with other people.

Barker discusses talking v. listening, determining and respecting each other’s perspectives, and establishing a relationship even when we don’t agree on everything. His “ways to improve your conversation” are on-target approaches that lead to chapters on persuasion, interviewing, writing and presentations.

In learning more about effective conversation, we do, of course, learn more about ourselves and our potential.

Relishing (or nervous about) the holiday season? Facing economic challenges? Wondering about some of your personal or professional relationships? Wouldn’t  meaningful communication – a real conversation – with someone you know or would like to know better help?

If so, a rewarding conversation could be a great holiday gift or a New Year’s resolution.

Let’s communicate.

Sally Chapralis

What’s Your Personal PR Image?

When you think about PR you might think about businesses, nonprofit organizations, celebrities or politicians.

But, how often do you think of a co-worker, friend, colleague, or your own personal PR image or brand? Even if you’re not in the communications field, you are in communications… projecting 1st person PR.

Business owner, electrician, artist or author, healthcare professional, accountant, landscaper, or fundraiser. Stay-at-home parent with full-time responsibilities. Working from a home office, on site, or via your social media platforms.

Whatever we do and wherever we do it, we are in 1^st person PR, and it can make a big difference in our lives.

Who Are Your Publics?

You have publics. Don’t think of a public as the whole world out there, even if the Internet would seem to make it so.

A public is a group (sometimes as few as three individuals) with something in common. An organizational perspective might help.

A hospital, for example, would have at least a dozen publics or stakeholders: groups that have a stake in its success or share mutual goals. Patients, family and friends of patients, community residents, medical staff, employees, neighboring businesses, donors, volunteers, vendors, and quite a few others. One of the hospital’s publics could also be a few cardiologists it has targeted to lead a new cardiology wing. The hospital must identify and communicate with all of its publics.

By the way, as you may have noticed, the word communication has a common root. When we are effectively communicating, we are establishing common ground, hopefully for something constructive. Common also applies to the community in which you live or work.

Now, can you identify your 1^st person publics?

Employees at the same company, prospective employers, or people in a similar profession. Other parents juggling similar responsibilities. Business networking group or professional association colleagues. Like-minded activists. Book, bowling or cycling club members. Monthly dinner group. You constantly communicate with your overlapping professional and personal publics.

While you’re connecting with them, you are engaged in personal PR and making an impression?

What’s Your Brand?

As you probably know, individuals – as well as organizations, groups, products and services – are branded (doesn’t always hurt?!). You are known (your “brand”) for skills, resources, services, and personality traits. Are you the go-to person in an emergency situation, a trusted confidant, subject expert, a cooperative (or competitive) colleague? You might be known for your look or style. Or, you could also be branded for less-than-complimentary qualities?!

Our personal and private images often merge…sometimes in interesting or telling ways. For example, if you hear of a job that seems a perfect match for a friend’s skills, would you refer him…based on his personal PR image or brand? Or, wouldn’t you?

Our publics look for brands they can trust, brands that offer value and brands that deliver on their promises. At any moment in time, each of us can be a walking testimonial (or a walking indictment?) for an organization or for ourselves. We’re always making a statement…even if we’re not talking.

What’s Your Message?

We’re accustomed to public figures conveying carefully crafted messages about themselves or their organizations. However, regular folk (that’s us) also deliver PR messages in just about everything we do or say. Some are planned, and some are spontaneous.

Our messages are broader and more ongoing than our elevator speech. They reflect – in words or actions – our character, experience, knowledge, and goals.

When we are preparing for a formal presentation or for a job interview, or we want to discuss something important and possibly sensitive with a family member or friend, we usually plan ahead with well-considered messages.

Sometimes, however, our messages are spontaneous. Say you’re talking to a customer, a fellow employee or a friend outside the organization about another employee or about a company issue. Depending on what you say or the way you say it, you may be conveying a message about yourself. Is it one you want to send?

What is Your 1^st Person PR

We’re all juggling many responsibilities, so our PR image might seem a superficial consideration. “Hey, I’m giving it my best. But, I have a lot on my plate, and you want me to think about my 1^st person PR?”

Yes.

First person PR reflects our ability to constructively communicate – in person, online, in groups or on-on-one – with the individuals in our lives. It’s important in our personal and professional relationships now, and it can become relevant many years later…as we progress in our lives. We and our 1^st person PR are always evolving.

Do you know what your brand is or what messages you’re sending? Are they credible and an accurate reflection of who you are? “She’s got a funky fashion style as well as critical and valuable professional skills.” Or, “I know when I tell you something, it remains confidential.” “I realize some people think I’m (what?), but…”

We look forward to your feedback on this blog. Give us examples of individuals (we don’t need their names) you know who have impressed you – in way or another – with their first person PR? Or, share your thoughts on a brand who does not deliver.

Friend, co-worker, family member, a boss, neighbor, or you. The bottom line is: what are you learning from them and about yourself? Did it lead to new business, new friendship, or new, positive direction? Or, not?

Next time…what do we have in common?