Wednesday, December 29, 2010

Preparing for Battle

As the last year of the first decade of the 21st century draws to a close, there is much talk about messaging. Moving into 2011, the elected leaders of our nation seem to be preparing for some kind of communication battle much the way opposing armies ready themselves the night before their anticipated clash. This time around, however, instead of sharpening bayonets and cleaning rifles, the opposing "armies" are fine-tuning talking points and various outreach strategies. The opponents are the two major political parties and they are preparing to do what they can to "sell" their philosophies in order to ultimately govern the country. What "catch-phrase" or slogan can one party coin that will them relegate the other to minority status, thus diminishing that party's clout or influence over the nation's priorities and directions?

Already the two sides are doing much posturing in the form of isolated quotes and interviews that pop up on various cable shows and appear in newspapers and news magazines. Sometimes the speakers chose to be identified and sometimes not. Either way, I can almost see leaders of the two parties pacing back and forth, staring intently at each other from across the field of battle, waiting to sling their verbal arrows, let loose with their charges and counter charges, and present themselves in ways that assure prospective supporters that they know what is best. Communication is serious business to these men and women, especially when the grand prize is power. Which messages will win the day? Will they be ones that best stirs emotions in the populace or ones that appeal more to their reason and logic?

My guess is it will be ones that hit both of those buttons, but in doing so appeals most to the interests of the voters. As Albert Hirschman touched on over 30 years ago, a person's passion is largely driven by matters that are of most interest to them; those matters perceived to improve a person's own circumstance. When viewing the world, people often start by looking at themselves. In doing so, they raise a number of self-directed questions: Will this policy put more money in my pocket? Will this policy affect my tax rate? Will this policy make me safer? To get people to look at these kind of questions is not all that difficult. After all, we all want what is best for us sometimes even at the expense of what is best for the overall majority. The real challenge comes in devising messages that cause the public to weigh it's own interest along with those of the greater good. The political party that comes closest to this goal will win the impending battle.

Saturday, December 25, 2010

PR Unmasked

One of the fun things about how law enforcement officers, particularly detectives, often depicted in movies is that their lives are non-stop action: one harrowing car chase scene after another, intense interrogations with suspects, angry moments with caring and supportive bosses, and life-threatening confrontations with the bad guy or gal that result either in the villain's arrest or death. The detective walks away the hero; the wrongs have been righted or, at the very least, answered; and people are comforted that justice has once again prevailed. Who wouldn't want to lead that kind of life? Sign me up.

Assuming that kind of lifestyle is even close to being true, there are some key aspects of it that movies tend to omit. For instance, what about all the endless and definitely unglamorous paperwork that comes with being a detective? Written records of cases must be kept and maintained. That all falls on the shoulders of the detective. Then, there is the caliber of villain. Almost never is it some mastermind criminal seeking to pull off the crime of the century or rule the world. More often than not it is some petty thug. I could go on about this more realistic depiction of a detective's life, but my point is if one is considering a career in law enforcement, then they must have a good understanding of what they might be getting into. The same is true of a career in public relations.

Some movies would have you believe life as a PR megastar is nothing but one black tie dinner after another, tons of weekends in Malibu or the Hamptons with A-list celebrities, and living in homes that one only sees in magazines. In many movies or television programs, all one as a PR pro has to do is make one or perhaps two phone calls and suddenly you are the host of a major fundraiser at the Lincoln Center where you spend the evening drinking champagne, having people give you their business cards and asking you to call them, and your event is the buzz of the town and dominates the media. No question about it. That sounds great. But how can I put this gently? It is not real. The fact is in the real world of PR, being in the fast lane usually means you are driving in the far left lane of your city's beltway.

My intent in this holiday season is not to burst anyone's dream, particularly if they are considering pursuing a career in law enforcement or public relations. They are honorable professions and can and do provide a valuable service to society. But as in the case in any aspect of life, it is important that one remove their rose-colored glasses when considering life as a professional communicator. In future entries I will be talking more about the communication profession as it is rather than how we might like it to be. The two are not always the same and it is important to remember that.

Wednesday, December 22, 2010

Our Foremost Challenge

The United States census was completed recently. We now have over 308.7 billion people in our country. Wow. That is an awful lot of people. To paraphrase the opening line of the old television series, "Naked City," each of these individuals have stories to tell. It is my believe that given the right circumstances and with the right prodding, each person would be happy tell their stories, too; their likes and dislikes, hopes and dreams, fears, concerns and frustrations, sources of joy, and musings about life. And each of the 308.7 billion males and females need opportunities or outlets to share their thoughts in all these areas. Without chances to be heard, all of us become less than what we are. We function at less than our capacity, which means there is no chance of our achieving our full potential or maintaining it in any kind of sustained way.

This fundamental need to communicate is but one reality in our lives. The other is that we need others in order to fill that void. Communication, by definition, involves more than one. While it is the act of an individual, it can only be completed or consummated when more than one is involved in that singular act. We speak. Another hears. We write. Another reads. We move. Another sees. Action. Reaction. That is communication and that is what all 308.7 billion of us need to do for us to come any where close to living lives of fulfillment. This, of course, also holds true when it comes to us as a people collaborating. doing good things and working to make our society better.

Moving into the second decade of the 21st century, an overriding challenge for all of us is to seek out ways to help foster the communication needs we all share, not just for ourselves but others. I understand how difficult this is because so often our day-to-day, primary focus is to figure out ways we can be heard and come up with strategies to make known our feelings, opinions and wishes. There is nothing wrong with this, of course, but that effort needs to be coupled with putting the same kind of energy and thought into helping create an environment in which others can meet their need to communicate as well. This requires engagement and active listening. As our nation's population continues to grow, it will be the foremost challenge of the next decade and beyond.

Saturday, December 18, 2010

Annoying Communication

An interesting poll was conducted recently in which people were asked to name several of the most annoying words or phrases of 2010. "Whatever" topped the list with "to tell the truth" being another that seemed to rub people the wrong way this year. More often than not I end up not agreeing with poll results, but I must say this time around I am very comfortable with the results. "Whatever" annoys me on a number of levels. One one hand, it suggests disrespect. A person makes a comment or expresses an opinion and the person to whom they are speaking shrugs and simply responds, "whatever." Secondly, it is hard to figure out what a person even means when they use that expression. Is it another way of saying, "I hear you" or "what you just said is stupid?" Finally, it suggests an inability or, more likely, unwillingness on the speakers part to articulate what thoughts they are having; as if responding to what has just been said requires too much effort.

The other phrase that caught my attention, "to tell the truth," has long been a pet peeve of mine. When a person uses it, are they saying that everything they have been saying previous to that point has been a lie? Why is it necessary to preface what one is about to say with the claim they are now about to speak the truth or be honest? If all one is really trying to do is place emphasis on their next statement, then why not say something like, "let me stress this next point," or if that's not good enough, then simply repeat the same statement several times.

And speaking of annoying phrases, let me throw two more into the fire: one is "have a good one" and the other is "you know." The first phrase is far too vague for my liking. Whenever it is said to me, I want to respond "Have a good what?" Be specific. If you want me to have a good day, then say so. As far as the second phrase goes, if it were to be edited out of every sentence ever used up to now or used in the future, I would be hard-pressed to believe it would ever be missed. Birds would continue to sing, the sun would continue to rise in the morning, and drivers would continue to tailgate and not use their turn signals if "you know" never was used.

Full disclosure: I have been guilty of using every one of the annoying words or phrases I have mentioned. This just goes to show that none of us are perfect communicators, especially me.

Wednesday, December 15, 2010

Slow Down

There is a line from one of the catchier tunes of the '60s by Simon and Garfunkel that says, "Slow down, you move too fast. Got to make the morning last." I have always liked that sentiment. Unfortunately, we Americans always seem to be in a hurry. We need our computers to take us from one sight to another instantly. When we see the traffic light getting ready to turn red, we speed up and pass through it to avoid waiting at that intersection. A day does not pass when most of us do not use a microwave oven to make our drink or food instantly hot. In fact, not too long ago I came to a microwave that had three seconds left on its timer. I was struck by how the person ahead of me - whoever that was - apparently could not wait another three seconds for the timer to be done.

Some tangible benefits of "slow"were outlined nicely in a recent edition of "The Nation" magazine by Walter Mosley, a member of that publication's editorial board. One of the benefits that jumped out at me had to do with listening, a vital aspect of communicating, yet, sadly, one that is often overlooked. Here is what Mosley wrote: "Slow down for conversation. Don't cut people off in your haste to get your two cents in. Listen - really listen - to what others are saying, instead of using the time to compose your rebuttal. Stop to think before saying (or posting or texting) something you may regret later." Thank you, Walter Mosley, and hats off to his researcher, Rae Gomes.

I confess I do not always follow the sentiment of Mosley's comments. Is there any one who does? Yet if we are going to be the best communicators we can possibly be - as individuals and as representatives of entities ranging from organizations, our families or places of employment - then slowing down to make any attempt at meaningful interaction or information-sharing possible seems to be a good way to go. Other than yelling out for someone to watch out for an approaching vehicle, for example, I believe most of what any of us has to say or communicate can wait at least a few moments longer while we digest what has just been said to us. Ironically, good listening begets good listening. And good listening is necessary for good communication to occur. Slow down everyone.

Saturday, December 11, 2010

Slumps

Many years ago I had dreams of becoming a professional baseball player. Truth be told, I was actually pretty good when I was younger. Unfortunately, to get into the big leagues one has to be better than that. I wasn't. Nevertheless, I always found the "national past time" a joy to play and even now get a kick of watching professionals work their magic. Looking back, however, there were times while playing when I felt as if I could not do anything right. I could not get a hit. I had trouble getting batters out when I pitched. Nor did it seem to matter that I was still hitting the ball and still throwing as hard as I normally did. Thing just did not seem go well.

All players seem to experience these kind of slumps. And it does not matter if the player is a super star or just a so-called regular player. Slumps, much like the common cold, hit everyone from time to time. Nowadays, I work in an office as a press secretary and even though I am not swinging a bat or trying to keep others off balance with sweeping curves and high hard ones, I still occasionally go through stretches when I do not feel as if I am to connect with reporters or my co-workers as well as I would like, or that I am as able to put words together in writing or verbally as I need to.

Whenever I enter into one of these downturns, I find it important not to let discouragement or frustration get the best of me; nor do I automatically assume the problem lies anywhere but with me. In trying to understand what is not working, I start by assessing decisions I made, actions I took and the messages I am trying to communicate. Which of those should be changed or tweaked? Was my timing off? Should that be changed? Did I misread my audience? Perhaps I misjudged how they best like to receive information or be communicated with. Perhaps it would be wise to ask members of the audience what I did that did not work for them? Seeking answers to these and other fundamental questions takes time and is not always fun. But this process is important if one is going to successfully work their way through those inevitable slumps and get back on track as an effective communicator.

Thursday, December 9, 2010

Gaining Broad Perspectives

It is that time of year when all of us are hitting the shopping malls in search of holiday presents for family and friends. Not only does this annual effort challenge our checkbooks, but it also tests our patience. Waiting in lines, trying to find a salesperson, competing with other customers, and looking for a parking space have all become part of the annual ritual of holiday shopping for that special token of our affection and regard for people in our lives that we hold dear. Recently, while out shopping and trying to deal with the challenge of finding a parking space I was reminded of elements of good communication that public relations professionals and provide clients. Let me explain.

Driving up and down the rows of parking spaces I finally spotted one driver who was beginning to pull out of their space. "Great," I thought. "They'll zip out and then I'll zip in." As it turned out, there was no zipping to be had by either one of us. The other driver was very slow in backing out. Very deliberate. Many little stops and starts. If a car could tip-toe, then that's what this car and driver were doing. Obviously, the driver was making sure they did not collide with any other driver that may be passing by or did not back into another parked car. From my vantage point, I could see no other cars were coming and that the driver had plenty of space so there was no chance their car would bump into any others. My perspective allowed me to see the situation in a way the driver - the person in the center of the action - could not. Had I been a public relations consultant, then I could have given my client advice that enabled them to successfully navigate their own through this situation.

We all, of course, have our own perspectives on any situation. We see something and immediately form a particular opinion based on our biases, interest, wealth of knowledge and history. These are not the only arrows good communicators have in their quiver. Good communicators can and should have a good sense of what those "arrows" are for others, including their clients and other publics with which they are striving to connect. Having this kind of well-rounded information is essential for making good decisions and recommendations that are equally well rounded and sound. The ability to see things from other perspectives is not a gift that people either have or don't. Rather, it comes from approaching each situation anew and talking with and listening to what others have to say. In short: it is part of he kind of fact finding and research that all public relations professionals should make part of their communication process.

Saturday, December 4, 2010

Guitar Weaving

One of the great things about music is that it allows for both self-expression and collaboration. In fact, often times, these two occur at the same time. Take any small jazz group, for instance. The song kicks-in with the players leaving the starting gate together. But at some point, it is not usual for one of the players to break out and riff for a while. At some point, this musician falls back into the pack only to be replaced by another. And so it goes until the song - a musical adventure of exploration - comes to a close. But between the beginning and the ending, one or more of the players have had a chance to stand out, be heard and, with luck, be enjoyed. This process, of course, can and is often seen in pop and classical as well. Sometimes the featured players are instrumentalists and other times they are singers. Either way, group and solo effort happen.

This duality is very much evident in a book I am reading at present: the autobiography of Keith Richards of The Rolling Stones. I am finding it an enjoyable read, in part, because of the attention he devotes to music, his efforts to grow, musicians he admires, the composition of songs, and his collaborations with others. I was particularly intrigued by Richards' use of the term "guitar weaving." As the phrase suggests, it refers to the purposeful intersection of guitars to produce particular sounds that result in melodic music that resonates with its audience and best communicates the overriding message or story of the song itself. In other words, the guitar weaving about which Richards refers is a form of communication.

Non-musical communication is also often about the weaving or blending of various voices to make a certain sound and send out a particular message. We see that when the head of an organization speaks, for instance. That CEO may be the one at the microphone, but often times what he or she is saying reflects the input of a team of advisers and information they have collected from others. It is the weaving together of data, thoughts and even creative inspiration for the purpose of connecting with others. For over forty years, Keith Richards has demonstrated his skills as an effective weaver and, as a result, a most successful communicator. He has also served as a good example for those of us in the non-musical world of what it takes to connect with others.

Wednesday, December 1, 2010

Group Projects

A number of years ago there was a popular commercial on television that had the punch line, "I'd rather do it myself." I have been thinking about the sentiment of that line recently as I have started grading the group projects that are being turned in by students in the public relations class I currently teach. From working with the students and answering questions they have had throughout this process, I know some group members are not having the best of times collaborating with others. A few have even asked if they could switch to other groups or be given a different assignment all together. I have turned down each request because I did not deem any of the conflicts to be worthy of making that kind of change. Plus, I feel it is important that students learn to deal and/or collaborate with others they may not particularly like, agree with, or even feel comfortable with.

The reality is that all of us from time to time join forces with others we would much rather not be around. No, it is not fun and, at times, it can even be a bit stressful. But life being what it is, there are times when we find ourselves in situations when interacting with people we do not like or appreciate is an option we cannot avoid. And, as it is with the group projects in my public relations class, sometimes how we are evaluated or judged is dependent on the efforts of those same persons - not just ourselves. That reality only adds to the stress of this kind of scenario. From my perspective, the key question from a communication perspective is: What can one do to turn this lemon of a challenge into lemonade?

The answer is found in the fundamental strategy of any public relations effort designed to establish a connection between more than one public: identify the challenge, dilemma or area of concern that you share. Let that be the glue that keeps you and your unwanted partner connected. If necessary, post it on a message board that you see every day. Do not let any differences in style or even personality get in the way of or blind you to that basic commonality. That, coupled with a healthy dose of patience and perseverance, should ultimately win the day. The best kind of public relations speaks to the needs of more than one. It is also not always easily attainable but by successfully maintaining open lines of communication, it is doable.