A tale of two emails.
Sometimes an email is just an email. Other times, it’s an X ray of someone’s character. Here’s a perfect example of the difference.
Recently, a friend emailed me. He asked if I would forward the résumé of a friend of his to my clients that have intern programs. I did so happily.
Both people I emailed replied within a few hours (after all, they work at PR agencies). Yet while they basically said the same thing — “You’re too late” — the tones they used were strikingly divergent. Here’s what they wrote:
Visual aids make writing easier and reading more enjoyable.
Smart writers know a secret. They know that what you write — your choice of words — is only half of any project. The other half? How those words look — everything from your font size to your margin widths. Packaging and presentation matter more than most people appreciate.
This is one reason stores like Gucci and Whole Foods can charge a premium: The layout of their bricks and mortar gives rise to a certain appearance and ambiance. By contrast, while I have nothing against Marshalls or Giant Food, when it comes to aesthetics, their displays just can’t compete.
Because looking good on paper is not the same thing as being good.
When hiring a professor, nearly every college uses commonly agreed-upon criteria. Among these, perhaps the most important is whether the applicant has a graduate degree.
On one hand, credentials are a critical part of a school’s brand. Given that students are coughing up an arm and a leg for today’s tuition, it’s helpful when a school can boast that “every single one of our faculty holds an advanced degree.” Indeed, this percentage contributes to a school’s ranking.
This argument makes sense, especially from a marketing perspective. Yet it’s less compelling when applied to adjunct, rather than tenure-track, professors — i.e., those who teach as a sideline. We adjuncts typically have another job that pays the bills; we don’t teach for the money, but because we love doing it.
What PR agencies can learn from news organizations.
The hard drive of every PR pro is crammed full of them. The inbox of every reporter is groaning from them. Even as pundits predict their passing, the market for them in Google AdWords is competitive and costly.
What are they? News releases. Unloved but ubiquitous, the release dates back to the founding of our industry. Of course, that was in 1906, when you needed a full-length novel to capture the public’s attention. A few things have changed since then, yet the staple of our industry resists modernization. No wonder every year brings forth those declarations of death.
But the rumors are exaggerated. The news release may be dying, but like Charles Foster Kane’s Inquirer, it still has a lot of life left—especially if the SEC has any say in the matter.
In fact, we can resuscitate our old friend with a variety of tactical tweaks. The trick: we need to stop thinking like a flack and start thinking like a hack—specifically, like editors at today’s buzziest news outlets.
News outlets should be mortified by the way they describe themselves on Twitter.
Every high schooler knows that you can’t choose your nickname. Happily, social media offers a remedy for people of all ages: the chance to write your own bio.
This ability to self-brand is priceless. Yet many fumble it. In fact, major media outlets approach their Twitter bios as if they were students cramming to finish their homework on the bus, rather than world-class wordsmiths. At a time when publishers are increasingly interested in driving social traffic to their sites, such box-checking results in a lost opportunity.
Does this description hit close to home? Does your Twitter bio read like a homework assignment dashed off en route to class? Fear not: here are 11 ways to burnish your brand.
You can tell a lot about a person from his emails.
Who would you want to have a beer with?
That question kept racing through my mind as I read the replies to a solicitation I recently sent out. The emails, which within an hour numbered more than a dozen, ranged from the pedestrian to the eloquent.
I’m publishing a representative handful to correct a widespread misperception among consultants in every industry: from publicists to painters to pet-sitters, what ultimately separates the winning vendor from the runners up isn’t the quality of your work. It’s whether people want to work with you. In other words, your likability.
Whether you love it or love to hate it, the New York Times is the king of digital journalism for a simple reason: it’s always innovating. Beyond making “snowfall” a verb, the so-called Gray Lady has in recent months overhauled its website, introduced new revenue streams, produced a viral video based verbatim on a deposition, bought its own native ads, launched an explainer microsite, and built a suite of apps.
These bells and whistles aren’t just pretty ornaments for a press release, but enlightening enhancements for the everyday user. Indeed, there’s something for every audience: the designer, the stockholder, the videographer, the advertiser, the reporter, and the reader on the go.
For the social media strategist, the paper’s most significant innovation is a tiny tactic that makes stories easier to tweet. Often overlooked, this trick ought to be standard practice on every major website today. Let’s take a look.
Why PR pros should never say something is too boring/dry/abstract/long/complex to generate buzz.
Piers Morgan says he’s a big fan of Aaron Sorkin’s writing. So big, in fact, that Sorkin’s latest show—which begins with the brilliant, impassioned monologue of a news anchor—inspired him to infuse his own reporting with the zealotry of a convert.
And yet, Morgan’s passion runs only so deep. During an interview last year with the cast of the show, Morgan extolled CNN’s coverage of the Carnival “poop cruise”—how the network steered something “I had absolutely zero interest in” into something “I got completely engrossed in.” The payoff for this programming: the ratings doubled.
Seizing the moment, Sorkin zinged Morgan with the $64,000 question: why can’t the media dedicate the same energy and resources to serious, important news? “Do you think there’s a way that Jeff [Zucker, CNN’s chief] … can apply that same talent to, for instance, the sequester?’”
“Honestly, no,” Morgan shot back. “I think the sequester is one of the most supremely boring stories ever told on television … There are many political stories which are just incredibly dry, and trying to make them come to life … it doesn’t rate.”
The most common social media fail is easily correctable.
People are lazy. Web publishers are no exception. When they install social-sharing buttons, all too often they leave the default settings in place.
As a result, when a user clicks the ubiquitous “tweet” button to promote your content, nine times out of 10, what he ends up sharing is simply, unforgivably the article’s headline.
Big mistake. Under this setup, all your efforts prodding people to share your content are negated when they actually do.
What should you do instead? For every post published, you should embed a teaser that you’ve tailored for Twitter. (This can be accomplished by adding a new field or plug-in to your CMS.) Under this setup, when that share button is summoned, your fans will be sharing text specific to the medium, not a one-size-fits-all compromise.