Cocktail Party Talk

What do you say when you’re at a cocktail party, summer BBQ, or some other social gathering where you’re sure to meet new people who will invariably ask what you do for a living? If you’re a doctor, lawyer, accountant, musician (or one of a host of other professions) the answer is quite easy.  What do you say, however, if you’ve been practicing investor relations for more than 25 years?  Does anybody not in the business understand what that means?  If you generalize and say, “I’m in public relations,” most would probably confuse you for a publicist, with a glitzy lifestyle keeping the latest celebrity in the news and out of trouble.

At PondelWilkinson, we practice both investor relations and strategic public relations, so I asked some of my colleagues how they describe what we do (I’m always looking for ways to be more entertaining at parties). Here is a summary of their answers:

  • We offer strategic counsel to a host of clients with wide-ranging needs. We help clients with financial and general business messaging, maintain positive relationships with investors and communicate with key stakeholders to drive positive business results.
  • PondelWilkinson is a specialized public relations firm, concentrating on corporate matters, from public company issues such as investor communications, to liaison on behalf of public or private companies with the business/financial news media, to crisis communications.
  • We help people/organizations communicate with their key audiences, whether it’s other businesses, consumers or shareholders.
  • PondelWilkinson represents publicly traded companies by interfacing with shareholders, analysts and investors on behalf of clients. We pitch media, plan events and write press releases. Basically, we help companies raise their reputations and build support for the client.
  • We help companies tell their stories to key audiences, including investors, media, employees and customers.
  • We help public and private companies communicate.

Not one of my peers used the words investor relations in describing how we spend our professional time (although one did use public relations). I generally don’t either.  My usual answer is that “We are a consulting firm helping companies, both publicly traded and private, communicate with key audiences.”

How do you describe what you do? We’d love to hear from you.

– Laurie Berman, lberman@pondel.com

The Public Relations (and Future) of Healthcare

U.S. Senate Debates Future of Healthcare Reform

U.S. Senate Debates Future of Healthcare Reform

There was a time not so long ago when healthcare was a huge mystery, understood only by doctors and industry insiders. Today, much of that mystery has been unlocked through the Internet and a curious populace, as billions of dollars are being spent marketing drugs and services to physicians and consumers alike.

The conversation (and controversy) surrounding healthcare in the U.S. continues to evolve at both the industry and legislative levels. With a divided Congress and an influx of emerging technologies, the need for enhanced communication by healthcare companies is greater than ever.

Providers, hospitals, biotech, pharmaceutical and medical device companies, among others, all have distinct reasons and needs for communicating, from securing funding, to FDA reporting and complying with other regulatory processes, to introducing new products or therapies to providers and patients.

Regardless of the reason, communication at the professional level plays a fundamental role in every facet of healthcare. In the last decade, the avenues available for reaching target audiences have multiplied exponentially, ranging from social media to direct communications.

As one example, when the FDA approves a new medication, the message a pharmaceutical company wants to convey to consumers will center around how the new therapy can improve patients’ lives; the message to physicians focuses on the medication’s safety and efficacy, patient indication and reimbursement.

Many factors are at play in a changing healthcare landscape, and uncertainty fosters opportunity. Our industry, whether the focus be investor relations, strategic public relations, product publicity or social media, is likely to see a bevy of communications firms launch new departments devoted to healthcare, according to a recent blog post in PR News.

Communications advisory firms and agencies that will thrive in the new healthcare landscape are those that can help create new narratives for their clients, along with messaging that resonates and facilitates the right exposure for an organization’s products or services among many stakeholders, including existing and potential customers, investors and key opinion leaders.

Change is the constant in the healthcare sector, and smart, effective communication remains paramount.

– Joanna Rice, jrice@pondel.com

Memorial Day Marketing

While Memorial Day is sort of the unofficial start of summer, the holiday is a solemn one, established to honor fallen servicemen and women of the U.S. military.

It’s also a time for big summer sales … and everyone from car brands to home improvement centers are getting in on the action.09977D90-C0C4-FB0A-F09894BE0965A93A

Too many times, however, brands take exception to the true meaning of Memorial Day, putting them in the proverbial hot seat. One beer company actually tweeted: “Something to remember on #MemorialDay. It’s a LOT better and a LOT more memorable with #craftbeer!”

Scores of companies continue to miss the Memorial Day mark, with some even issuing apologies responding to their own self-induced holiday crises. Much of the trouble occurs when brands try to mix “summer fun” and Memorial Day.

Marketers need to be aware of the potential backlash of being perceived as insensitive to veterans and their families. While tagging #MemorialDay may increase engagement, it may get the kind of attention marketers don’t want, so consider these three simple tips:

  • Don’t do it. When posting about honoring military men and women, do not segue to any hint of shopping, sales, BBQs, or anything of the like.
  • Enjoy summer. It’s OK to post products or services that showcase summer fun, whether it’s a beer at a picnic, or bathing suit at the beach. Be careful, though, when it comes to hashtags: #MemorialDayWeekend vs. #MemorialDay.
  • Traffic talk. Millions of folks will be hitting the road this weekend and that can only mean one thing: traffic! Find unique, interesting and brand appropriate ways to tie into the travel aspect of the long weekend.

There’s a certain finesse when it comes to marketing Memorial Day. Good judgment and not mixing service with sale will make for holiday-appropriate content.

– George Medici, gmedici@pondel.com

Is LinkedIn the New Facebook?

LinkedIn these days seems to be less about posting “business” content and more around publishing selfies, memes and math puzzles.

Ironically, these Facebook-like posts generally get more traction. But all engagement is not always good engagement, just like all publicity is not always good publicity.

Interestingly enough, the Pew Research Center found that more workers ages 18-49 have discovered information on social media that lowered their professional opinion of a colleague, compared to those who garnered an improved estimation of a co-worker from online platforms. So, be careful what you post.

LinkedIn prides itself on “connecting the world’s professionals to make them more productive and successful.” What’s happened, however, is the line between “work” and “consumer” content has been blurred, causing LinkedIn professionals to lambast what they see as irrelevant posts, stating: “This is not Facebook!”

A recent post on LinkedIn.

A graphic that accompanied a post on LinkedIn.

The reality is that LinkedIn is competing with Facebook. Late last year, Mark Zuckerberg’s social network announced it was testing a feature that would let page administrators create job postings and receive applications from candidates. This undoubtedly will put pressure on LinkedIn’s Talent Solutions business, which comprised 65 percent of the company’s 3Q 2016 revenues.

With 467 million members in over 200 countries and territories, LinkedIn, now owned by Microsoft, is growing at a rate of more than two new members per second. This quails in comparison to Facebook’s 1.79 billion monthly active users, but the company’s growth shows more professionals see value in the platform.

So what does the future look like for LinkedIn? Consider the following:

  • LinkedIn will become an even more valuable business networking tool among business professionals, surpassing Pew’s estimate of the 14 percent of professionals who use the online platform for work-related purposes.
  • “Irrelevant” posts will continue, at least in the short term, but will have an adverse effect on those who publish non-related content.
  • Thoughtful, engaging and pertinent posts that resonate with key audiences will generate positive engagement.
  • Business organizations and individuals will learn how to leverage this network beyond recruitment and job searches.

Much can be said by the old adage “all work and no play …,” so it’s refreshing to see some brevity in our daily work lives. But these matters may be best suited for Facebook and not LinkedIn.

– George Medici, gmedici@pondel.com

 

Keeping Clients Happy

We’re in a competitive business. Not only do corporate communications and investor relations professionals have to overcome the challenges associated with building awareness for our clients, whether it’s on Main Street or Wall Street, but it’s also about keeping clients happy.

It’s never about drinking the proverbial Kool Aid. That’s just bad, and advisors should never be “yes” people; and saying no to clients at times is good, but only if tangible options are presented.

Happy-face-clip-art-smiley-face-clipart-3-clipartcowWith IPOs at historic lows, and today’s dynamics in corporate spending, sustaining or adding new business becomes an even greater challenge.

At the end of the day, it’s all about adding value. Consider these simple hints:

Know thy client. It’s essential to learn everything, from the product or service they offer, to their internal structure and competitive landscape.

Stay ahead of the game. Finding the “next big thing” or even something smaller that will impact a client’s organization before they do helps position outside agencies as insiders, a mainstay for maintaining long-standing relationships.

It’s OK to say no. Clients pay for strategic counsel. It would be a disservice if, as advisors, we only followed blindly without asking the question, “What if?” Make sure the counter argument is sound and solution-based.

Think outside the box. Although cliché and maybe risky, reaching key audiences, including customers, investors, employees and others in today’s cluttered media landscape takes bold new ideas that generate traction and results.

Demonstrate value. This has been one of the most fundamental challenges for PR and IR firms. We don’t “make” anything per se, but we do offer products and services designed to build awareness and loyalty among a client’s key audiences. Educating clients on message impact beyond earned media or stock price is paramount.

We’re in a tough and difficult business. Consider the fact that being a public relations executive is one of the top stressful jobs of 2016, according to Careercast.com.

Be that as it may, we continue to do the work which at times can seem to be a thankless vocation. The new and ever-changing paradigm shift in corporate communications and investor relations only adds to the list of client challenges. Nevertheless, staying informed and thinking like an insider will ultimately help generate real results and keep clients happy.

– George Medici, gmedici@pondel.com

 

 

Read This Before Posting

I was listening to Marc Maron’s WTF podcast the other day when he equated the word “content” to corporate detritus that clogs up the Internet and bombards people with useless information. I don’t think you can make a blanket statement and say that anything deemed “content” is rubbish, but I do agree that there is a glut of content on the Internet that lacks substance.  It is also becoming increasingly difficult to distinguish “sponsored content” from content that is published without strings attached.

For example, a story that runs on WSJ.com about the virtues of an organic diet could be defined as content, although a journalist most likely synthesized the information to present an objective sequence of thoughts about this particular subject. Juxtapose a WSJ.com story with a sponsored blog post on the Huffington Post about the merits of an organic diet, and the word “content” takes on new meaning.

But is there truly a difference between paid content and content that isn’t sponsored?

The unsponsored content found in mainstream media and trade publications has often been influenced by the very advertisers (or sponsors) and subscribers that pay for the content to be produced in the first place.  And yet, I have to agree with Maron that the word “content” is beginning to smack of something manufactured, manipulated, and ultimately, unworthy of a read.

At PondelWilkinson, we are often in a position to create content, whether it is writing a press release, posting an image on a blog, or publishing a tweet. We strive to ensure that the content we create is substantive; to do that, we think obsessively about every single detail, including word choice, the audience, and the best way to deliver the content.

To help encourage the publishing of quality content, following is a list of items to consider before hitting “post.”

  • Know your audience. The best way to ensure your content is connecting with its intended audience is to know who you are targeting.
  • Write with intention. Writing a blog post with a goal in mind, a thesis to prove, a point of view to express will help ensure the content resonates with readers.
  • Pay attention to detail. Word choice, grammar and focus matter when asking someone to read something, even if it is 140 characters or less.
  • Provoke interest. Let’s face it, anyone can write or publish something on the web. Ask yourself if what you are writing is provocative or original.
  • Review analytics. Almost anything published online leaves a footprint. Understanding what analytics matter and whether you are hitting the right target audience will help you know if your content is worthwhile.

– Evan Pondel, epondel@pondel.com

The Public Relations of Lobbying

Influence is the common denominator between public relations and lobbying. One influences opinion, and the other, government.

While these disciplines sometimes work in tandem, they are separate and distinct. In New York, however, that may not be the case. The New York State Joint Commission on Public Ethics (JCOPE) earlier this year issued an advisory opinion that expands the definition of lobbying to include aspects of public relations.

The lobby of the House of Commons. Painting 1886 by Liborio Prosperi.

The lobby of the House of Commons. Painting 1886 by Liborio Prosperi.

Whoa nelly, says the Public Relations Society of America (PRSA), the nation’s largest and foremost membership organization for public relations and communication professionals, which blasted JCOPE in a statement, saying the opinion “will lead to more confusion as to what lobbying is, circumvention based on the ambiguous standards articulated, and less trust in government.”

While the current advisory opinion is being challenged in court, JCOPE’s new interpretation of the New York State Lobbying Act, ambiguous as it may be, says consultants engaged in “direct” or “grass roots” lobbying on behalf of a client must comply. Believe it or not, this includes traditional PR tactics, such as message development, drafting press releases and contacting media.

The definition of a lobbyist usually revolves around compensation. According to the National Conference of State Legislatures, there are more than 50 versions of lobbying laws in states and territories,  ranging from definitions of lobbyists to payment thresholds for compensation or reimbursements.  New York’s current threshold is $5K annually.

Excluding media was probably a good “PR play” by JCOPE, no pun intended. Just think of how top-tier outlets like the New York Times and Wall Street Journal and hundreds of others would react if they had to register as “lobbyists?” It also would be interesting to learn how a reporter would feel if he or she was included in a PR firm’s “disclosure” for its “lobbying” activities.

The reality is media outlets frequently meet with public officials. But should a person who simply set up a meeting between a client and an editorial board qualify as a lobbyist? Common sense says no. The difference is that editorial boards have their own guidelines and choose what they cover or report on. Lobbyists, on the other hand, go directly to the source to sway opinion.

PR practitioners basically are connecting the dots, middlemen so to speak. Aside from helping point stakeholders to pertinent information, or connecting people with similar or disparate points of view, we help clients define messages and better articulate their narratives. But it’s always the client’s message, never that of a PR firm.

– George Medici, gmedici@pondel.com

Is Being Too Polished a Public Speaker Bad?

Borowitz-Fact-checking-Reveals-GOP-Debate-Was-Four-Percent-Fact-1200

Sen. Marco Rubio (R-FL) (3rd from left) during a GOP debate last year. Photo credit: Justin Sullivan/Getty published in The New Yorker.

Some are born with it. Others practice a lot. Establishing a visceral connection with an intended audience is paramount to the success of any public speaker.

Watching the 2016 presidential debates can be good lessons learned when it comes to public speaking in corporate life. A schmorgesborg of styles are hitting the TV airwaves among the candidates of both parties. Some are slow talkers, others quick, and some are just loud.

So what about being too polished? Could that be a bad thing? We train corporate spokespeople to take command of the issues and the stage. In other words, teach them to come across poised, and yes, polished too. Apparently that is a bad thing, at least when it comes to politics.

It was a surprise to many PR folks that GOP candidate Sen. Marco Rubio was criticized for being too eloquent of a speaker. Some likely voters used the word “robotic” to describe the Florida junior senator. Even the New York Times acknowledged this trait in a recent op-ed titled, “Marco Rubio Is Robotic, but Not Out of It.” Many other media outlets reported on Rubio’s mechanical demeanor as well.

It’s easy to understand that not having a “connection” with an audience can be detrimental. One example of a flawless presenter is Joel Osteen. Watching the pastor deliver a sermon to the thousands in attendance of his Texas-based Lakewood Church is quite amazing.

It really boils down to authenticity, or in other words, being real. Mostly all communications, especially via social media and video, is about delivering a message that directly speaks to is intended audience. That’s the key to success for so many viral videos and posts.

Effective public speaking—to customers, investors and other corporate audiences—certainly can help business careers. A Harris survey on behalf of cloud-based presentation platform company Prezi reported that 70 percent of employed Americans who give presentations agree that presentation skills are critical to their success at work. Coincidentally, 75% of the presenters surveyed indicated that they would like to improve their presentation skills.

The work never ends, and we all agree that practice makes perfect. For Marco Rubio, he has acknowledged his machinelike nature and plans on being more “real” among likely voters. Ironically, this level of skill may require less rehearsing and more speaking “off the cuff,” which may present its own set of problems.

– George Medici, gmedici@pondel.com

 

 

Hello 2016

We’re excited to usher in 2016 and looking forward to keeping you informed on this blog about all things relevant to investor relations, strategic public relations and Julia Child’s secret recipes.  Now that your ears are perked, following are a couple of interesting tidbits from PondelWilkinson.

  • Evan Pondel recently wrote the cover story for IRupdate magazine on how to think like an activist.   He interviewed Chris Kiper, founder of activist firm Legion Partners, for a rare look at his playbook.  Check out the story on page six of the issue.
  • PondelWilkinson volunteered a couple of weeks ago at Working Dreams’ Holiday Toy Event, where PW helped foster children select presents that were donated to the organization.  Following is a picture of the team.Working Dreams
  • And last but certainly not least, Roger Pondel wrote the following New Year’s resolution on transparency.

2016 Resolution: Don’t Forget the Transparency

At the risk saying, “We told you so,” 2015 proved to be a year when companies that failed to heed our mantra, Transparency Adds Value, took it on the chin.

Whether privately owned or publicly traded, in times of crisis or when all is going well, transparency always pays off…period. And the lack thereof, almost always backfires bigtime.

Probably the year’s biggest lack-of-transparency story was Volkswagen’s emission-cheating scandal that actually began more than 10 years ago, long before the news broke. I guess it’s hard to keep those kinds of secrets forever. Want to buy a VW today? How ‘bout an Audi?

In our business, people sometimes have the misimpression that it’s all about spin. (I hate that word, except when it’s part of an exercise class and done to a Latin jazz beat.)

No, it’s not about spin. It’s about journalistic fact finding, developing a communications and messaging strategy, perhaps biting some bullets a la corporate castor oil style…then telling the truth to mitigate the damage and maintain reputation.

And it’s not all about crises. Just look at what happened in 2015 to the valuations of many once-considered-hot, pre-public tech companies that lost billions in combined valuation because of lack of transparency.

Lack of transparency hurts customers, employees and investors alike. And while no one is happy to hear less than stellar corporate news, the market rewards transparency. Companies that do not practice it would do well to heed our mantra in 2016 and beyond.

Here’s to a transparent 2016 that brings peace and prosperity to all!

For The Love of Polling

think it aboutMedia love polls. Data  helps identify trends that can be turned into stories or support or debunk a particular story narrative.

Polls have become instrumental in helping shape politics. Consider the GOP debates for the 2016 presidential election. Approval ratings are determining what candidate gets national camera time and who doesn’t.

Americans love polls too, unless they are asked, “Would you like to take a brief survey?” We get to find out what is the best-tasting ice cream or coffee, what is America’s favorite color (blue by the way), and that four out of five dentists recommend Trident to their patients who chew gum.

Polling in the U.S. pretty much started in the early 19th century during Andrew Jackson’s second presidential bid when supporters conducted polls at rallies. Much has changed since then, partly because in 1932, George Gallup through a new methodology accurately predicted that his mother-in-law would win a local Iowa election for secretary of state. The rest is history.

Today we have all kinds of polls, and not just political ones. There are straw polls, opinion polls, tracking polls, exit polls, and surveys of all kinds. But can polling really influence decisions? If the majority of Americans say they would vote for a particular candidate, would that sway someone’s decisions one way or another? Many political pundits say that President Clinton was notorious for using polls, but did that comprise a desire for popularity from doing what he believed was right? Whatever the reason, he certainly was one of America’s more popular presidents as the country experienced considerable economic growth and expansion during his tenure.

Polling helps keep the media business alive, and as many PR pros can attest, helps define business stories and trends that are so vital to reporters.

There is much debate on polling in America, some even calling for banning them. General consensus, however, believe otherwise, and say that polls serve a greater good. Another important question is how accurate are polls? Most experts agree that, when done right, they are accurate, which is corroborated by modern history, including Gallup’s 1932 prediction.

One organization that is surveying the attitudes and trends shaping America and the world is the Pew Research Center. Did you know that 51 percent of people across 40 countries including the U.S. believe they already are being harmed by climate change? That number drops to 41 percent among Americans. No doubt these numbers can impact policy making decisions whatever side the climate change debate you sit on.

So, it’s probably safe to say polls are good, unless the next poll shows that they aren’t.

- George Medici, gmedici@pondel.com