Make a mighty fist

For years politicians and community activists have built partnerships to advance their political, social and civil causes. And they have been successful.

It was the power of the partnership between several leading civil rights organizations that lead to the defeat of Jim Crow laws. It took a unified women’s movement, through a partnership of several women’s organizations, to secure equality for women in the United States. More recently, the power of a united African American community sent Don Imus pounding the pavement in search of a new gig. Partnerships can be just as effective in the public relations industry.

Partnerships can help you:

• Expand your reach
• Increase your credibility and visibility
• Maximize resources

The lesson. “One finger…don’t make no impact, but you ball up all them fingers into a mighty fist and you can strike a mighty blow.” ~Big Momma, Soul Food

Make a mighty fist and strike a blow by developing partnerships to reach your goals.

Is it all a lie?

As I was reading my Daily Dog PR Biz report on the overwhelming increase of beverages on the market from the two leading Cola giants I ran across this:

“This spring, for example, Coke will launch Diet Coke Plus , a no-calorie drink fortified with vitamins and minerals such as B12 and zinc. This fall, Pepsi will roll out Tava , a caffeine-free, calorie-free drink with added vitamins including B3, B6 and E. As an image booster, Coke now refers to drinks as healthier-sounding "sparkling," rather than "carbonated," in press releases, earnings reports and other communications.”

I was bothered by the bolded statement because to me it implies that we, public relations professionals, have made conscious decisions to mislead people. That’s unethical. And we are all about ethical behavior, right?

After sitting on my soapbox I started thinking about my day-to-day activities. I too am guilty of trying to make things appear good. What does this say about me, our profession, and the professionals that represent it? Are we truly being ethical and can we truly say that we are not spin doctors?

I know in my heart that our motives are true and not laced with malice, but really…sparkling instead of carbonated for a healthier sound? We preach honesty at every turn so why not be honest about all aspects of the product?

What do you think?

This Is Why I'm Hot

My first job out of college was as a stringer reporter for Charlotte, NC's African-American newspaper.  While working for the paper I started working as the volunteer coordinator for a local non-profit organization in Charlotte.  A couple of years later I was employed by the local government.  A major part of my job with the local government was promoting recycling participation.  While working for the local government I expanded my freelance writing gig to writing for the African-American magazine in the market.  I have met a lot of people during my career, which is good and bad.  It is good because it has allowed me to meet community and civic leaders in Charlotte.  At first I felt that knowing them was enough, but soon I realized- knowing them and having them know me were two different things.

During a conversation with one of these key leaders I mentioned that I that had recently received my Accreditation in public relations.  The person's response was, "I didn't know you did that too."  I was crushed. Public relations is my profession.  I realized at that moment that I had an identity crisis.  Though I knew a lot of people, they did not know me by my profession.  They knew me by the organization I worked for, but not the work I did for the organization.  I wanted people to know me by my profession and passion - public relations. I wanted them to describe me as. "Brandi, the competent public relations professional." Two years ago, after becoming frustrated with my identity crisis, I decided it was time to take action.  To combat this problem I decided to create a personal branding plan. 

My first step in creating the plan was setting  a goal.  Next I determined who I wanted to communicate with.  After that I started developing strategies and tactics.  Here's the plan. 

The plan helped me show my audience why I am hot and has helped separate me from other professionals in this market!

The lesson.  You need a personal brand...even if you don't have an identity problem.  Personal brands help you showcase your special skills.  This can help set you apart when applying for a position or competing for that promotion...or freelance gig.

What is personal branding?   Just as companies use brands to differentiate their company and products from their competitors, you must differentiate yourself from others in your profession.  A personal brand helps you do that.  Your personal brand is the thing that separates you from the rest.  It is your it factor.

Your personal brand should:

• Be classic
• Be timeless
• Be associated with some emotion

Develop your personal branding plan by:

• Establishing a goal
• Identifying your it factor
• Getting your it factor in front of your target audience

Why are you hot?  Create a personal branding plan using the information here.  If you want to know more about personal branding, attend my workshop titled "It's All About Me" at the National Forum for Black Public Administrators conference in Phoenix, AZ on April 21.  Once you had developed your plan, share it by posting it here to let everyone know why you are hot!

Update on 2007-04-21 16:42 by Brandi N. Williams, APR

Thanks to Kevin Dugan I can point you to this WSJ article on the value of Web 2.0 on your career.

Lessons from the Schoolhouse

Today's The Charlotte Observer featured a story on recruiting good teachers.  The article, Teachers who stick to the rules may not stay, has lessons for not only school administrators, but for employers looking to hire public relations professionals and for the professionals themselves.

According to University of Wisconsin Professor Martin Haberman, employers should seek teachers that are realistic about the challenges and creative in addressing the problems.  The best teachers don't allow the rules to keep them from reaching the ultimate goal, and the don't shrink when the bosses come calling.  Employers looking for the best PR talent should pay attention.

The best public relations professionals don't  just do as they are told, they provide strategic counsel.  They set realistic expectations for their clients and find creative solutions to problems.  They are able to quickly move in a new direction and think fast on their feet when things don't go as planned and in crisis situations. Public relations is more than publicity and should be treated as a part of your strategic business plan.  Your public relations professional should be at the table when decisions are made; they should help guide the organization.  Allow them to provide you with strategic counsel that goes against the grain. You will be glad you did.

The lesson (for PR professionals).  Be a maverick; don't follow the leader.  Don't simply follow an action plan given to you by your clients.  Don't be afraid to change your client's mind about what they need and give them more than they expect. After all that is what they are paying you for - strategic counsel. 

On the Way to the White House

Barack Obama may be running for president of the United States of America.  According to Susan Milligan of the Boston Globe "...Obama drew enthusiastic support from Democrats eager for a new face in a field crowded with campaign veterans."  And early results show that voters may be supportive of the candidate who hasn't laid out an agenda, but frequently calls for "a new kind of politics."  But there are naysayers.  Some suggest that Obama's presidential run could be career suicide.  They believe that W's successor will have a lot of baggage to deal with that will lead to a poor presidential run - no matter who the final candidate. There is a bit of historical precedent to support that assertion.  Others think that he hasn't been in Washington long enough to consider the presidency.  Then there are those that think that he will have to go through the microscope during his campaign run, because he hasn't had true scrutiny yet, that will hurt his chances of being able to run the race to the end.  Those are the political views.

Here's a PR perspective. Obama is hot right now.  He knows how to interview.  He is personable.  He is sincere.  He has charisma, without being charismatic (and there is a difference).  All of these things make for a great client and they give him the thumbs up with the public.  What they don't do is speak to his decision-making skills.

Obama and his staff should define his agenda.  Tell us what "a new kind of politics" looks like in simple, American English.  Don't bash the past, promote the future.  And promote it heavily.  Put Obama out there with his agenda. Let his personality take the lead, but be sure to have your crisis plan ready to execute because the scrutiny and mudsligging are sure to follow him along his journey to the White House.

If you were representing him what would you do?

Update on 2007-01-22 20:06 by Brandi N. Williams, APR

Rob Frankel's view.