Denver Public Relations: Pushkin PR

Cowboy PR

by Jon Pushkin under

Sunday I had breakfast at the Holiday Inn in Cheyenne, Wyoming. The waitress suggested the breakfast buffet. I asked what was in the breakfast buffet. She said "Well, we’ve got ham, bacon, sausage…" "Hmm, I don't eat those," I said suspiciously. She said, "Well, we have fruit, cereal, eggs…" So I ordered the breakfast buffet.

The truth is, we all have to make adjustments sometimes. When things don't go your way, when a client doesn't agree with everything you recommend, and especially when people look at you like you must be from Mars because you don't eat bacon, ham or sausage. That ability to adjust your saddle or even change horses in midstream when you need to find some common ground is a lost art these days. That's one thing that really impressed me about the people who run Cheyenne Frontier Days.

The Cowboy Way is no bull. These people really practice the art of Cowboy PR. They are straight shootin' communicators who say what they think and mean what they say. Their core values include honor, respect and courtesy. It might sound old fashioned, but that culture is fundamentally what PR is all about. You may not agree with them, but at least they will respect you enough to let you voice your opinion, as long as you do it in a respectful way. If you chose to be ornery about it, they'll just get up and leave until you calm down. In Cowboy PR, there is no time for showboating. They are too busy rounding up the truth.

For too long, Cheyenne Frontier Days has been letting other people tell the story of how animals are treated at rodeos. Often that story has been negative. It's been told by people who truly believe that their perspective is the only one that matters. They make a lot of noise and they fire a lot of cheap shots. So this year, CFD asked Pushkin PR to help it tell its own story in its own words and let whoever wants to decide which story they like best.

Now CFD has 20,000 fans on Facebook, dozens of their own videos on YouTube and hundreds of people following them on Twitter. They had a front-page feature story in the Sunday Cheyenne Tribune-Eagle focusing on their commitment to keeping rodeo livestock healthy and safe. Most of all, the 2,500 volunteers who run the organization feel better because they are finally being listened to instead of just hollered at.

Honor. Respect. Courtesy. That's straight shootin' communications. That's Cowboy PR.

Wild horses

by Jon Pushkin under

Yesterday I saw wild horses running wild. Huge herds of them, running loud and fast through half-mile long clouds of dust, just like in those old Westerns. I was on a ranch in southern Colorado where real cowboys let me see how they live and work. They were gathering up hundreds of horses for Cheyenne Frontier Days (a Pushkin PR client) and other rodeo events and I got to tag along. For someone who grew up wanting to be a cowboy, it was a once in a lifetime experience.

Before you ask, the only injuries I saw were to humans and vehicles. The horses were fine and not a single one was mistreated or harmed in any way. After a long morning in the truck and the saddle, we all went back to the ranch house for a fantastic lunch. It was a typical day on the ranch, much like it's been for generations. Hard work, honest pay, good food and everyone is treated with respect, whether you have two legs or four.

Well pardner, it got me to thinkin'. The people I met, the people who do this for a living, are just not the sort of people who would intentionally harm any animal. They brave blizzards to bring feed to remote pastures, they carry colts and calves through deep snow to safety and nurse them back to health, and they raise these animals like they are members of their own family. Some are bred to buck, some are bred to ride, and some are just born to be wild.

Yet the people who run and participate in and attend rodeos are consistently attacked in a very personal and often crude way by people they've never met for a lifestyle and culture that has been passed down to them by their parents and grandparents and great grandparents. It's an Old West tradition they are proud of and they take their responsibility to uphold it very seriously. They have a code of honor that is based on respect and honesty and trust. Your word is your bond and a handshake is good enough.

We live in a time when it's OK to judge and taunt and insult and ridicule and lie about anyone who is not just like us. We are way past the point of having reasonable dialogue. If you are from a different political party or race or religion or state or country or cause or Facebook group, it's OK to say whatever I want about you regardless of whether it is true or even makes sense. There is no room for common ground. Mutual respect? Fugetaboutit.

In PR, we counsel our clients to engage in respectful dialogue and debate. Sometimes that is just not possible. If your mind is made up already, it doesn't matter what I say, I won't convince you to consider my point of view. The well is poisoned. Better not let the horses drink.

So as I headed off down that hot old dusty road, I was struck by how people who I'd never met welcomed a stranger into their home and showed me a way of life I'd only seen on TV. And I was sorry that some people are so intolerant that they can never see something from another's point of view.

That, buckaroos, is definitely not The Cowboy Way.

Trust your inner voice

by Jon Pushkin under

In Field of Dreams, Ray Kinsella hears a voice. "If you build it, he will come." He has no idea what it means. Maybe he's going nuts. Most entrepreneurs probably know the feeling.

Although skeptical, when Terrance Mann sees the ghostly baseball players, he gets it. Something inspirational is happening, something that will draw people to it just because it is sincere and true. Ray thinks he's crazy for bringing his family to the edge of financial ruin but Mann says, "People will come Ray, people most definitely will come."

How can you be sure you can trust your inner voice?

In some intrinsic way, people respond to the truth. Politicians and cynics may believe that the bigger the lie, the easier it is to get people to fall for it, but the truth is that in the business world, lying or cutting ethical corners is expensive. It leads to damaged reputations, lost customers and law suits.

Ethical companies attract loyal customers and employees. Unethical companies attract skeptics. Public relations firms exist to help companies tell the truth, yet there is a common perception that PR pros are spin doctors. Perhaps this is because the profession was founded by someone who perfected the art of manipulating public opinion.

Last night a group of Denver PR leaders listened to author Larry Tye talk about his book The Father of Spin: Edward L. Bernays & The Birth of PR.

Bernays is considered the "Father of Public Relations." He opened the first PR firm in 1919. He coined the term public relations counsel and wrote several books, including Crystallizing Public Opinion (1923) and Propaganda (1928). Bernays figured out that the best way to sell a product was to turn it into a social cause, so he helped the American Tobacco Company make it acceptable for women to smoke by calling cigarettes Torches of Freedom. In 1929, he originated the concept of the global media event by getting power companies to go dark at exactly the same time to celebrate the 50^th anniversary of the light bulb. He pulled this off on behalf of his client, General Electric.

Bernays had a dim view of the public. He was convinced he could manipulate public opinion to suit whatever objective his clients wanted. Influence the opinion leaders and you capture the people who follow them. The problem is if the public finds out you were lying it will take much more than opinion leaders to get them back on your side.

The Father of Public Relations was wrong. Public relations is more than propaganda or publicity gimmicks. It is a strategic approach to how businesses communicate. Public relations helps entrepreneurs listen to their inner voice by asking essential questions like What do we stand for? and Why are we here? If you can't answer these you need to do some soul searching. People need to understand why you are in business and what makes your business special.

PR helps create companies that people feel good about by building ethical corporate cultures that inspire long term brand loyalty. And doing so from the start is much easier than repairing a corrupt culture after it becomes infected with deceit.

A few years ago I met a delegation of government ministry public information officers from Azerbaijan. In their language, the word for public relations is propaganda. They were fascinated to learn that American PR firms did more than just parrot the party line. They were also surprised to learn that PRSA members adhere to a professional code of ethics that allows us to practice honest persuasion but prevents members from counseling clients or employers to engage in any sort of dishonest manipulation.

Public relations can help you build a transparent corporate culture based on honesty, to evangelize your brand by communicating your passion to your employees, and to establish a reputation that attracts loyal staff, customers, clients, patients, investors, donors, or partners.

If you build this kind of company, people will come. They most definitely will come.

Beyond Pathetic

by Jon Pushkin under

It's hard for any public relations pro not to see the BP oil spill as a case study in crisis communications. Which is sad, because this is a disaster of monumental, historic proportions that will severely damage the environment and the ecosystem of a good portion of the United States for years to come, and will have a very negative impact on the livelihood of millions of people. An entire way of life may be wiped out.

Everyone feels bad and everyone involved, from BP to federal, state and local officials is determined to work as hard as they can to limit the scope of this disaster. Unfortunately, if you live anywhere near the Gulf of Mexico, that determination is not enough to sooth your oil-soaked feathers.

In a crisis, the first step is to show compassion. BP did that well. Company executives sounded sincere when they accepted responsibility and promised to do whatever it takes to stop the leak, clean up the mess and compensate the people and communities that have been affected. Step two is action. Again, BP did a good job of explaining the steps they would take to solve the problem, from robotic subs to plugging the leak by pumping it full of mud and cement.

It was in step three that BP came up short. That's where you put things in perspective. As the CEO of a multinational company in an industry that rakes in billions in profits each year and is used to getting anything it wants rubber stamped by the government, it is easy to understand how Tony Heyward might be dismissive of people who question his decisions. And he is certainly under an enormous amount of pressure. Even so, when your company’s slogan is "Beyond Petroleum" and when you've just caused the biggest oil spill in history, it is not a good idea to explain that in the big scheme of things, this spill is relatively "tiny". Or as Heyward explained to the media, "The Gulf of Mexico is a very big ocean," Not good Tony, not good at all.

So here we are over a month after the rig blew and BP is just now getting around to trying a few things that may or may not work. Each day as more photos of brown beaches and oil coated pelicans hit the Internet, people are demanding to know just what the hell is going on at BP. Even the anti-government crowd wants the government to step in.

If I were advising BP right now, my advice would be to just shut up and plug the leak before it gets any worse. You've said enough already Tony. The Congressional hearing was bad. Please stop listening to your lawyers. Don't let your people dance around questions about what exactly you mean by a "legitimate expense." Just plug the leak, clean up the oil and then worry about how much this is going to cost you. Do it now or whether you like it or not, BP's new slogan will be Beyond Pathetic.

Service with a smile

by Jon Pushkin under

Denver is a friendly town. Visitors are impressed with how nice people seem and how clean the city looks. And that's good for Denver public relations. Service with a smile is the best PR we could ask for.

Good customer service is so fundamental that it makes you wonder why some businesses don't seem to get it. It creates a lasting, positive impression that builds word of mouth and increases the value of their brand. Bad customer service annoys you, frustrates you and makes you swear you will never do business with them again. From a PR perspective, that is not very smart and yet it happens every day.

Who do you think of when you think about bad customer service? The cable company, the phone company and the airlines come to mind. Long hold times stuck in a nightmare of voice activated hell. Customer service reps that don't seem to care about solving your problem. They don't even seem worried that you are getting more and more upset. You could get the same response talking to a brick wall.

So let's look at three companies that get it.

Downing Street Garage

This small, independent Denver auto repair shop sets the bar. Even if you just need an oil change, they treat you like their most important customer. They shuttle you to work and they phone you with regular updates. After your first visit you get a personal call from the owner asking if everything was OK, then they follow up with discounts on your next service. They are friendly, they explain everything up front, and they talk to you like you are not an idiot. They want you to be a lifelong customer and you find yourself liking that idea.

H.M. Brown

Imagine a positive car buying experience. This auto broker takes the hassle out of buying a vehicle. Just tell them what you want and they find it for you. Then they take care of every detail, from the sale to the trade-in to the registration. You never feel pressured or worry about getting swindled. They speak your language.

Apple Store

No other brand understands brand loyalty like Apple. The Genius Bar is a stroke of genius. The stores are fun, like a playground for grownups. Let’s say you want to switch from a PC to a Mac but you are not sure about how difficult the learning curve is. You make an appointment with someone who will answer your questions, soothe your fears and find you exactly what you want. Then they make learning how to use it enjoyable. They never make you feel like a stupid PC moron.

So the next time some underpaid customer service rep at the rental car company tells you they don’t actually have the car you reserved last month or you are standing in a 10-deep line while one bank teller takes 10 minutes on each customer, remember that good customer service is like playing an instrument. Anyone can do it, it just takes practice. Lots and lots of practice.

Seven keys for solo PR pros

by Jon Pushkin under

The other day I ran into a journalist I used to pitch. These days newspapers and TV stations are shedding reporters like my dog sheds fur in the spring, so it was no surprise she decided to get out of the media business and get into PR. It is also no surprise that in Denver and around the country, many former journalists find out that landing a gig at a public relations firm is not so easy.

In many cases, they decide to set themselves up as independent practitioners, which is the case with the woman I ran into. She knew that I opened Pushkin Public Relations years ago (this year is the firm’s 13^th anniversary), and she wanted to know the secret to staying in business over the long haul. That got me thinking about what advice I might offer to someone just starting out as an entrepreneur. What advice did people give me when I started out?

So here are seven keys for solo PR pros:

1. Your brand is your reputation. Don't screw it up. Don't let the pressure of paying the bills tempt you to do something unethical. The damage to your reputation will cost you much more than the loss of the contract. Maintain your integrity. Say what you mean and back up what you say. It's better to walk away than to work a client you have doubts about.

2. Don't panic. Business is cyclical. You will have good months and bad ones. The trick is to enjoy the down time and try not to stress out when things get really busy. That is easier said than done but it is something you should constantly remember.

3. Find a mentor. Someone you trust that you can turn to with questions or concerns. When I started out, someone told me that I should spend one-third of my time serving my clients, one-third on administration, and one-third of my time developing new business. That was great advice for someone who knew nothing about running a business.

4. Network your butt off. I know, everyone says this but not everyone is comfortable doing it. The Denver public relations community is close and collaborative. Our business depends on referrals so network with others in your field as well as clients in the industries you want to build relationships with. Join PRSA or another professional association. Join social media clubs or leads groups. Participate in online communities through Twitter, Facebook and LinkedIn.

5. Stay hungry my friends. Put yourself out there in a metaphysical sense. Be open to landing new business. Be ready for the next opportunity that comes along. Stay positive and focused.

6. Build collaborations and virtual partnerships. This is a great way to compete for business, expand your expertise, learn from other professionals and get out of your box.

7. Get a closed sign for your door. Repeat after me: "I am not a freelancer I am a business owner." Don’t let the freedom of a home office become a trap that keeps you on the job around the clock. Close up shop when you are done for the day and don't open up after hours unless it is a critical emergency.

What tips do you have for new solo practitioners? What questions do you have if you are just starting out? Leave a comment and let me know.

Balancing act

by Jon Pushkin under

Sorry I am late. Really late. I've been neglecting my blog for weeks now. I've been busy taking care of clients, pitching new clients, doing interviews, having meetings, writing plans, worrying about health care, taking care of my family, trying to have a personal life, watching too much sports, playing a little music and just being generally distracted by the return of baseball season and springtime.

Wow, that is a lot of excuses. While we may counsel our clients to avoid this sort of trap, Denver public relations pros are not immune to the "getting wrapped up in trying to do too many things at the same time" disease. Before you know it you are unfocused, unhappy and unmotivated. Diffused, dazed and disconnected. Stuck in a rut.

A recent survey of social media practitioners on CloudSpark.com found that for an average brand, it takes 65 hours per week to maintain four social media channels at any given time. That's one full time job for 1.5 people.

I find this hard to believe. If you are like most serious PR pros I know, you are doing much more than just social media. You are doing strategic planning, media relations, crisis communications, community relations, writing articles, media training clients, business development, networking, mentoring and presentations. Oh, I almost forgot, and trying to have a personal life.

Social media is a very important strategy, but it should be just one pillar in what is hopefully a well-balanced, strategic, integrated communications program. The key word here is balance. Focus too much on one pillar and the others will certainly weaken. Eventually, things will start to fall apart. That is true for your business or your personal life.

A smart brand knows that success is not just based on sales or revenue or how many people follow you on Twitter. It is based on your reputation, which depends on how you conduct yourself and how you treat others. Do you behave ethically? Do you have a sense of balance in your life? Do you allow the people who work for you to have a sense of balance in theirs?

Today I will stop to smell the coffee and write this blog. I can get back to the rat race tomorrow.

Pages

Cowboy PR

Wild horses

Trust your inner voice

Beyond Pathetic

Service with a smile

Seven keys for solo PR pros

Balancing act

Denver Public Relations

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