Social Media: Join the Conversation

IVETTE MARQUES, SENIOR ACCOUNT EXECUTIVE

Erica Villanueva and I just got into the office, although it’s only 10:30 a.m. – it feels like a full day of work. We started our morning at the Tallahassee Chamber’s Annual Meeting where Matt Brown, President & CEO of Premier Bank was installed as the new chairman.

Following the breakfast meeting, there were three breakout sessions. Erica and I presented one of the workshops: “Social Media: Join the Conversation.” It was really exciting to have a room full of small business owners and community leaders eager to learn about social media or expand their use.

Our presentation was simple and focused on the “rules of engagement” – featuring real examples of how businesses are using social media and showcasing what works and what doesn’t. Our goal was to show Tallahassee businesses how other local businesses are using social media and what they can do to get involved.

Thanks to everyone who attended our workshop and all the wonderful feedback. We hope to see you on Twitter soon, follow us at @IvetteMarques and @EricaVillanueva and follow Ron Sachs Communications @RonSachsCom.

We’ve posted the PowerPoint presentation in our blog above and provided a link (below) to the Red Cross Social Media Policy we mentioned during the presentation.

If you have any questions or need more information please email us at Ivette@ronsachs.com or Erica@ronsachs.com.

Red Cross Social Media Policy
http://sites.google.com/site/wharman/social-media-strategy-handbook

Want a seat at the table? Be a problem solver.

IVETTE MARQUES, SENIOR ACCOUNT EXECUTIVE


A line from a recent Bad Pitch Blog post got me thinking: “Be a shining star—not a whiny burn-out bulb.” As a young professional I have aspirations to one day be a part of my firm’s management team, ideally as the Director of Digital Services, but how do you get a seat on the table? Well, it starts with a little confidence, a great plan, and a tool belt equipped with solutions.

Often times people just complain about a situation, get angry and nothing gets accomplished. Managers have a lot on their plates and are constantly juggling current clients, bringing in new clients, participating in management meetings, and meeting the bottom line. If you are faced with a situation that is challenging, before running into your boss’s office to whine and complain about “the problem,” take a moment to think about a potential plan to solve it. Trust me, they’ll appreciate it. Nothing makes you shine brighter than presenting a problem or challenge directly followed by an amazing plan of action.

If you constantly bring up problems and offer no solutions, how can you expect to ever be a part of the management team? As YPs we have a lot of energy, endless ideas, and a different perspective. We can’t be shy. We need to speak up and be counted. Even if your ideas and solutions aren’t always implemented, the fact that you were able to add to the conversation will make upper management take notice.

If you don’t let people know what you want and show them what you’re capable of, you’re selling yourself short. So my advice is simple: Go get it, whatever “it” is and make it happen. With a positive attitude and a strong work ethic, you’ll be moving up the company ladder in no time!

David Letterman Scandal Demonstrates Smart Crisis Management & Public Relations

RON SACHS, PRESIDENT

In what is surely his most important monologue of the year, David Letterman used his glowing star power – and a national network broadcast platform -- for the biggest, best new textbook example about getting out in front of a 'bad' story, even when it involves a subject as salacious as workplace sexual encounters. Instead of waiting for the scandalous facts about his dalliances with female members of his own "Late Night" show staff to break on the national publicity landscape, Letterman 'outed' himself to his in-studio and viewing audience. It is the story of the day and week in show biz. As a result, rather than the focus being on Letterman's behavior, the 'bad guy' is an alleged extortionist who tried to intimidate the comedic star into coughing up $2 million in hush money to keep the scandal quiet.

Letterman wisely went to authorities, rather than buckle to such pressure. Now, the would-be shakedown artist is charged with major crimes. And, Letterman's voluntary disclosure on "Late Night" was brilliant in its unexpected candor, earnestness and stated concern about the well-being of his own family (he married his long-time companion and mother of his child earlier this year) and the privacy of the women he was involved with on his own staff.

Regardless of morality questions that may dog Letterman for a while, he came off as a sympathetic figure because of his bold decision to break his own bad news -- on a grand scale. While network execs at CBS may be properly focused on HR issues of propriety regarding Letterman's affairs, the shine on his star may grow even brighter for the lessons he has learned -- and for the strategic, surgical strike he delivered on behalf of others and himself. Few public figures ever have done a better job early enough to really matter in making a difference in public perception of their own misdeeds or shortcomings than Letterman's example this week.

APR: PR Boot Camp

IVETTE MARQUES, SENIOR ACCOUNT EXECUTIVE

After much consideration, I have taken the plunge -- starting classes to prepare for the APR (Accredited in Public Relations) with my colleague and PR partner in crime, Erica Villanueva. This is something I’ve put a lot of thought into and have been eager to accomplish, particularly because I don’t have a PR degree and I entered the field after working in television.

Two classes in and I’m feeling pretty good. But don’t get me wrong; it’s not easy. We have classes every Monday after work and I usually don’t get home until 8:30 p.m. There’s a lot of reading, terminology and theories to master, but I know that in the end the APR designation will be worth the time and effort and hours of reading, classes and preparing for the readiness review and exam.

The pluses: We have a teacher (Rachel Smith) whose passion is accreditation and who wants us to succeed. Our class is diverse, but small, so we can learn from each other, play off our strengths and shore up our weaknesses. I think in the end we will all be better professionals for it. The APR designation is universal, and like a diamond “it’s forever.”

A poll on TWT Poll (http://twtpoll.com/r/qssvjf) asks “Is earning the APR designation worth the time and effort?” The poll will close on September 30th, but so far 64% of the votes indicate that most APRs and non-APRs think it’s worth it. I have to agree with the majority.

As a young professional, I’m a firm believer that the more distinctions and designations you can acquire, the more you will stand out in the marketplace. And in this economy, with so many people competing for scarce jobs, you need to do everything in your power to shine brighter than your competition.

I have a feeling there will be days when I’m exhausted and freaking out, but when I think about the APR, those three little letters always make me smile.

I plan on tracking my APR experience on this blog, so until next time…

So, you want to be an intern... Now what? Part 1: The application process

ERICA VILLANUEVA, ACCOUNT EXECUTIVE/INTERNSHIP COORDINATOR

Why should you listen to me? I have been the internship coordinator at Ron Sachs Communications for nearly two years and during that time I’ve hired and managed more than 20 interns. To be honest, I didn’t always know what qualities to look for, but along the way I’ve come to learn exactly what makes the perfect intern applicant.

Many employers rate internship experience as one of the most important criteria in selecting a new hire. You can even pay some companies to find you an internship. For only $750, Intern Abroad will place you in a position. But why dole out all that cash, when you can score a spot on your own?

Timing is everything
Don’t just apply when you feel like applying. Find out when the company you’re applying to is actually looking to hire. This will help keep your e-mail out of the “abyss of forgotten intern applications.” The internships we offer at Ron Sachs Communications coincide with school semesters and we begin interviewing a month before the beginning of the new semester. This is the perfect time to apply!

Its important to follow up, but don’t be a stalker about it. A polite follow-up e-mail to check on the status of your application is plenty. Several calls and voicemails are too much, so don’t over do it.

Creating a complete application
In an application e-mail, I always like to see a cover letter, resume and writing samples. Including your availability is also helpful; that way I know if I can work you into our office schedule. Sometimes I’m looking for a specific time to fill, like Tuesday or Thursday, for example. Of course, your experience and writing samples matter, it’s just helpful to know how much time you can dedicate to your internship.

Make your resume relevant
Try to keep your resume to one page. I think it’s best to pick and choose the most relevant experience you’ve had.

You shouldn’t include summer or high school jobs like your position as a grocery bagger or a babysitter for your neighbor, since those jobs probably didn’t give you much PR experience. If they did, explain how.

Remember to highlight scholarships or awards you’ve received. It’s important to document all of these honors because it tells me you are dedicated to school and would therefore be dedicated to your job.

Extracurricular activities matter
Look for opportunities to get the experience you need to stand out. Set yourself apart from the other applicants by being involved in clubs or associations that provide opportunities for professional development.

Your church or temple may need help writing their newsletter, your sorority may need to ramp up new member recruitment or you can volunteer to work on a political campaign if that interests you. You can pretty much turn any of your hobbies or clubs into opportunities. Everyone needs PR, even if they don’t know it.

FPRA, PRSA and AAFT are all professional organizations with student chapters you can get involved in. Student newspapers like the FSView and the FAMUAN are other great ways to build your portfolio.

If you’d like to apply for an internship at Ron Sachs Communications you can e-mail your application to erica@ronsachs.com. So, go ahead and start working on building your resume because I’m always on the look out for those few stand out applicants to join the Ron Sachs team.

Coming up in my next blog, I’ll talk you through the interview process and give you tips and tricks on how to knock the socks off your interviewer.

New Levels of Incivility Undermine U.S. Democracy, Culture

MICHELLE UBBEN, CHIEF OPERATING OFFICER

Our nation’s hallmark virtues of vigorous public debate, unfettered freedom of speech and of the press, and unfiltered self-expression make us strong, free and uniquely American. But the recent plunge to new depths of incivility by high-profile music, sports and political figures has quite the opposite effect.

USA Today’s front page story today highlights recent outbursts by U.S. Rep. Joe Wilson, who interrupted President Obama’s address to Congress to shout, “You lie;” tennis great Serena William’s expletive-laden verbal assault on a line judge; and hip hop star Kanye West’s interruption of Taylor Swift’s acceptance speech at the MTV Music Video Awards to argue that Beyonce should have won.

As Jeffrey Slee wrote recently in Newsroom Magazine, “It’s such a simple concept; don’t interrupt when someone else has the floor, play nicely with others, share and wait your turn. It’s what we all should have learned in kindergarten.”

We can disagree without demonizing the person with whom we disagree, be it a line judge or the President of the United States. The tenor of the ongoing national health care debate, with critics of the President’s plan calling him alternately a socialist and a fascist, is as frightening as it is uninformed. Opposing the plan is one thing; whipping up personalized attack-based hysteria is another.

Closer to home, Florida’s ongoing dialogue about whether to lift the decades-old ban on energy exploration off our coast has prompted opponents of the idea to resort to ugly personal attacks. It should still be possible to discuss an issue on the merits, even ones as important as oil drilling or health care reform, without maligning the character of those who engage the conversation.

A return to civility strengthens the democracy we all support, regardless of our political affiliation or stand on any one issue. As Abraham Lincoln said, “In times like the present, men should utter nothing for which they would not willingly be responsible through time and eternity.”

Wall Street needs small-business principles, ethics

RON SACHS, PRESIDENT

Shock waves from America's Wall Street crisis unleashed a virtual economic earthquake in the world's money markets. While we don't fully know the impact yet on Main Street, not even the smartest experts seem to have a handle on how bad it will get or how long it will take us to recover from these dark days.

As the analyses continue, it is clear that big business and national political leaders share mammoth culpability for what is surely a man-made disaster. And a tight presidential race now becomes more turned by the misfortunes of a national economy in shambles.

In the end, we are likely to learn that our national leaders in business and politics have hurt us all by their own stunning deficit in the principles, ethics and integrity that are abundant among hardworking American families and the millions of small businesses that employ them.

How did the national powers go so wrong when, in every town, small businesses and citizens readily reflect the good values that have perilously disappeared in too many major institutions?

Record single-day losses in the stock market cut trillion-dollar holes in the savings and retirements funds of everyday people. As political and economic leaders bicker and blame each other instead of solving the problem, their disunity ensures one outcome: Our citizens/financial victims have become political victims, too.

It's twisted and ironic that iconic financial giants collapse under the weight of bad debt as ordinary citizens and small businesses continue the noble daily struggle of going to work, paying their bills, caring for their families and making proverbial ends meet.

All the while, the average American wonders: How could this happen, who is responsible, and can it be fixed?

The answers to those and other most disturbing questions will likely be pondered and debated by historians for decades. But unlike America's Great Depression — etched in time as a monumental crisis endured and overcome by a nation made stronger by the experience — there is no such confidence today.

Americans are justified in feeling downcast about this topical depression, because the leadership in Washington and the captains of industry don't inspire confidence about having the ability to right the battered financial ship of the United States.

If there were a deeper commitment at the national level to the honest values that live in modern America's small businesses, we might not be in any crisis at all.

Honesty, responsibility and commitment to doing the right thing are the basic values that are the daily guideposts for small businesses throughout our country. Ordinary as those values seem, today's crisis shows just how extraordinary they have become.

In 1983, the National Commission on Excellence in Education published a dramatic condemnation about major shortcomings in America's public education system. The report's most notable and quotable passage suggested that "if an unfriendly foreign power had imposed our schools upon us, we would have regarded it as an act of war."

Similarly, if a foreign entity had unleashed an economic crisis on the U.S. of this magnitude, it would surely be considered an act of war. But we know, sadly, the enemy is within for this crisis.

No matter the solutions — bailouts, buyouts, mergers, government controls at unprecedented levels — citizen confidence in our national government and big business is undermined and lowered beyond immediate repair. When such a basic trust is broken at this level, it may take a generation or more to repair.

Whatever instruments are applied to resolving the crisis, one sure way out of it would be to require a return to the core principles that made our democracy and economy great. For any mega-CEO or national politico who needs to see what that looks like, visit a small business in Tallahassee, Toledo, Taos — or anyplace else in the country — and learn from the real experts.