We know that we’re customers when we’re buying a product or service. We also know that, whatever our job titles, we’re in customer service. Whichever side of the customer equation we’re on – buying or selling – we can be either walking testimonials or walking indictments.

Customer service is a perfect example of 1st person PR. The first person a customer sees or talks to is the first impression of that organization, whether it comes from a receptionist, sales person, company owner, maintenance staff, or call center rep. We take notice.

We have become even more influential through social media. When we post our customer service stories on the Internet, the world knows. Of course, even before social media we personally shared our experiences with friends, family members, neighbors and colleagues. We seem to discuss our unhappy experiences more than twice as often as our positive experiences…because we expect satisfaction. It’s the standard.

As Brian Solis explains in his blog post, “Customer Service is the New, New Marketing”, consumers as citizen journalists are empowered and have become “a surrogate sales force,” whereby “conversations are marketing…and PR”. We can instantly gripe about and illustrate (via video or photos) the subjects of our dissatisfaction. Companies, as Solis notes, can send all the outbound messages they want through PR and advertising, but it’s the inbound dialog that makes the difference.

As customers, we assume certain basics. We want quality and value. When we ask you a question, we do not want you to say, “it’s not my job” or “it’s not my shift.” We want you to alert us to potential problems and opportunities as we discuss purchases. We want you to spell our names correctly in all correspondence. In other words, we want you (you personally, as well as the company you work for) to be responsive, reliable, trustworthy, and sincerely caring.

Many years ago, a relative’s television conked out on the day of a very important football game. He and his cousin went to a nearby store, bought a new TV and brought it back home, eager for kick-off…in about 45 minutes. The new TV did not work. Horrified, he called the store and angrily explained the situation to the owner. Twenty-five minutes later, the sales person arrived with a new TV, turned it on, made sure everything was perfect and ready to receive the big game. He stayed for kick-off to make sure.

1st Person PR and memorable customer service.

We continually hear that first impressions are lasting impressions.

We remember this as we prepare for networking events, job interviews and other first occasions. Businesses, nonprofits and entrepreneurs, of course, are also concerned with favorably impressing consumers and publics.

The impressions we leave, whether fleeting or lasting, evolve from our images and our identities.

Image presents a challenge because it is somewhat superficial. It’s a perception that people have of you, and it may or may not be correct. Whether the image you present is what you intended or created, or it is formed through another person’s perspective, stereotypical notions or rush to judgment, it may not be the real you. This, of course, means that first impressions can be memorable but also misleading or misinterpreted.

That’s why your personal identity surfaces over time as the critical factor. You reflect it in everything you do given your values, ethics, priorities, credibility, and authenticity. Your identity (the true you) becomes your brand…personal or professional. “I can depend on this person or this business for…what…?”

We all know people who present themselves as professional (a loaded word) but disappoint as their identity emerges. I remember a business colleague telling me about a former employee who possessed all of the required professional skills. It turned out, however, that “he was jealous and competitive with co-workers, freely discussed confidential internal matters with everyone, and seemed to forget who was paying him.”

On the flip side, a friend had his car fixed and said something that could apply to any of us. “Yes, my auto mechanic is occasionally grumpy, sometimes the repair takes longer than I thought it would, but he’s honest, knows cars and always does a great job.” My friend valued the bottom line and the real person who always comes through.

There are, of course, introductory meetings that we do not remember. We just know that we now have an ongoing personal, professional or business relationship that’s working. That’s what matters.

Whether we’re concerned about an impression we’ve left or we’re prompted by a specific incident or even a life-changing experience, we all need to periodically reconsider our situations and goals.

Here’s to the true and evolving you.

Before becoming a web designer, Christopher Merrill was an actor. As you might imagine, his experience offers insights on 1st Person PR and the different roles we all assume in life.

Christopher, who began acting professionally when he was 9 years old, explains that “actors must leave their comfort zone and bring everything to the table – emotions, mind, body.” It’s challenging to “recover” or access feelings, capabilities or insights you may have forgotten or didn’t realize you possess. “Acting can be a liberating experience because you can be someone else.” It’s an “opportunity to think in another’s shoes,” something we all should do.

You also have to leave your comfort zone. “It’s the essence of acting,” Christopher explains, “the willingness to jump in and take a leap of faith.”

You do not have to be a professional actor to play a role, use interpretive skills or perform. Christopher reminds us that when we’re sharing stories or experiences with others, we often act them out by changing our voice or using gestures. As we move from one role to another in our lives – work, home, leisure activities – we respond to changing and evolving expectations. Different qualities emerge in each situation.

Actors must listen to and rely on other actors in the performance. “We develop a group dynamic and bonding experience.” Thinking from another person’s perspective is critical whether you’re an entrepreneur, actor, dentist, electrician, or parent. Your success depends on your personal abilities as well as your interaction, cooperation and trust in the group.

Being an actor and observing human behavior has given Christopher critical insights that serve him well as a web designer. He connects with clients’ goals and challenges by asking questions, listening, “reading between the lines,” and encouraging spontaneity and new approaches that can lead to a successful experience.

The result is an on-stage presence that engages the audience while remaining true to the character. It’s 1st Person PR.

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.