When Should a P.R. Pro Give Away Advice for Free?


Questions

Let the way a prospect couches his request determine your next steps.

Here’s a scenario all freelancers will bump into at some point: I recently completed a project running LinkedIn ads for a client. My client then referred me to a friend of his, who sent me the following email:

“I’d love to chat with you about LinkedIn when you have a minute.”

Here’s how I responded:

“Sure thing! Do you have a specific project in mind? In case you don’t have the link, here’s more about my services.”

I never heard back. Any ideas why?

Here’s my best guess: This guy didn’t want me to hire me. He wanted free advice.

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Nobody Cares That You’re “Sorry if People Were Offended”


I'm Sorry If You Feel That Way

Please stop using this nonapology apology.

Have you ever told someone, “I’m sorry if you feel that way”?

If so, please know that this is most certainly not an apology. It’s not even close.

In fact, this everyday phrase is one of the most specious, one of the most insidious, and one of the most repugnant in the English language. It’s a head nod toward contrition, but it’s unforgivably devoid of sincerity and ownership.

Let’s unpack the explosive meaning of these seven little words.

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What Everyone Should Know About Wikipedia


Policies

Wikipedia has a lot of rules. And if you don’t know them, you’ll have great difficulty adhering to them.

As a Wikipedia consultant, I encounter the following conflict every day: Everyone wants a Wikipedia page for themselves, their C.E.O., or their organization, yet few people know what it takes to create one.

Indeed, half my job consists of counseling clients on what’s possible and what’s not. In that spirit, I’ve written a six-part checklist for those considering a plunge down the rabbit hole.

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What Abe Lincoln Can Teach Us About Anger Management in the Digital Age


Why you should send emails when you’re angry.

“Count to 10.”

“Breathe from your diaphragm.”

“Stick with ‘I’ statements.”

Most advice about anger management comes down to this: Don’t act when you’re angry.

Allow me to offer a contrarian viewpoint: When it comes to email, do act when you’re angry. Received a nastygram? Respond in kind. Hand a mike to that voice inside your head that’s shouting, “What a jerk this guy is!”

Let me explain.

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How AstraZeneca Spun Its Covid Crisis


A Pharmaceutical Lab

By reframing a hostile question.

A few days ago, the pharmaceutical company AstraZeneca announced a coronavirus vaccine that’s cheap and easy to make. Yet shortly afterward, the company was forced to disclose a critical mistake.

Making matters worse, AstraZeneca chose not to publicize the mistake, as it had done with its initial results. Instead, the company notified regulatory officials and Wall Street analysts in private conference calls.

Predictably, the story soon spread, which prompted a reporter to ask the obvious:

Why didn’t AstraZeneca share the negative news with the public?

Zing!

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The Worst Way to Begin a Cover Letter


Every word counts — and none more so than your first few.

You only get one chance to make a first impression.

That seems obvious, right? Yet you’d be surprised by the number of people who disregard or downplay this advice when writing a cover letter.

In our business-writing course at the University of Maryland, we teach the art and science of writing a cover letter. We explain how to create a hook. We present ideas for personal connections. And yet, every semester, some students believe that it’s ok to launch this critical document on the strength of a weak opening line:

“Dear Mr. McGarry, My name is C.J. Cregg, and I’m writing to apply for…”

If ever there were a wasted opportunity, this is it.

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The 2 Biggest Blunders People Make When Talking With a Reporter — and How to Avoid Them


If you want to speak with the media, then you need media training.

Never confuse a reporter for a friend.

This conflation is often the first — and most damaging — mistake that people make when engaging with the press. After all, it’s tempting to get chummy with a reporter. He’s a professional listener who’s eager to quote you. In the glare of the spotlight, you get seduced by his charm and let your guard down.

But here’s the thing. Reporters have a job to do: To serve up the news in a way that’s interesting. You, too, have a job: To promote your side of the story. Inevitably, those two missions will clash.

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