Traditional and Post-It Writing

Funny thing about writing. How can it be that something any one can do - all one need do is pick up a pencil and begin writing words on paper - be so difficult? How come something that any one can do be something that few actually do? People say they either do not have time or want to take the time. And on top of that, there is the matter fewer people seem to be reading. By that, I mean books, magazines and newspapers. The general population, of course, still reads but more and more it seems to be sources such as messages posted on social media and articles on-line. More traditional outlets are losing ground to their Internet counterparts.

Do not misunderstand. While I believe writing remains alive and well, my observation and concern is that it is not as well as it used to be. One reason for this is that the pay-off is not what it used to be. For one thing, it is more difficult to get published as fewer books are being produced and then purchased. In addition, the competition for people's attention has never been greater. Our society has never been faster-paced. While such a reality may not necessarily be a bad thing, it nevertheless detracts from those wishing to have what they write be read. For many would-be writers, this big incentive is not a small compromise.

So, as this 21st century progresses, I see us settling into two categories of writing: traditional writing and post-it writing. Traditional writing is what I fear is on the decline. As a baby boomer, it is what I grew up with and continue to cling to even now as I approach retirement. And then there is post-it writing characterized by shorter sentences, paragraphs, and pieces. For post-it writers, their outlets are largely found on the multiple social media outlets, including twitter, emails, and Facebook, that are actually growing in popularity. For me, I will continue to adjust to the current trend, yet hope-against-hope that traditional writing makes a comeback.

The Beginning of Modern PR

I have always found it fascinating when two people come to the same conclusion from different perspectives. Not only does this show how various issues or topics can often be seen from more than one vantage point, it also demonstrates the differences in people themselves as well as reinforces the notion that life is filled with many converging realities. A quick example of this occurred most recently during Congressional discussions to provide support to areas of the country damaged by heavy storms. One set of officials called for greater support on the basis of their belief in the realities of climate change while another said additional assistance was needed on the basis of helping victims of the natural disasters. Two perspectives. One conclusion.

Nearly 90 yeas ago, it is such a dynamic that led to the beginning of modern public relations as we know it today. At the beginning of the twentieth century, a number of key publics were beginning to raise their voices.  At the same time, there were several major well-established entities  - primarily large corporations and the federal government - that were doing all they could to maintain their control and/or dominance over the general population. The rising publics, which included the unions, immigrants and women, wanted to be heard while those entities representing the establishment wanted to be listened to.

The opposing forces eventually came to the same conclusion that in order to get what they wanted, they needed to do a better job of reaching out to the other in ways that were strategic, well-organized, effective, and advanced their objectives. To achieve their end, the two turned to communication experts for guidance and tangible action. By initiating an array of communication strategies, these professionals began enacting measures that ultimately led to consensus, collaboration and greater visibility for the various perspectives. While such a turn did not solve or smooth over every dispute, it did remind the opposing forces that often times progress is made when people work together on the basis of what they have in common and share.   

Internships

If there is one thing that seems to unite the majority of college and university students it is the desire to earn an internship. And why not? Though not "real jobs" in the classic sense, they often put students on a direct path toward gaining employment. One of the primary purposes of earning a higher education degree is to gain a key credential that will make one more qualified for employment in a given field. As part of their higher education path, students are often encouraged to pursue internships to complement their classroom efforts as well as enhance their budding professional skills.

Further, particularly if the internship is in the same field in which the student wishes to pursue a career, it gives them valuable work experience in that field. Also, such an internship gives the student opportunity to demonstrate their capability to a prospective employer. For instance, for communication students, gaining an internship at a public relations agency is a big deal. Even if it does not result in a full-time job, just the experience is worthwhile and looks good on that student's resume. Fortunately, many public relations agencies and other professional entities are good about providing students with such a valuable opportunity.

As someone who has been in higher education for over 35 years, I have found students to take internships very seriously. They know as well as any one the potential value of such an experience and, consequently, give it their best shot. Companies and organizations that provide internship opportunities are wise to do so. Those that currently do not, should rethink their position on this. It is a win-win for everyone involved. On a broader scale, internships strengthen the alliance between the company or organization and the college or university the student in attending. Finally, how many internships should an organization/company offer? My answer: as many as possible.    

Equilibrium

Equilibrium is such a delicate thing. For all of us, achieving and then maintaining a comfortable balance in our lives is an ongoing challenge. Striking a balance between what we have to do with what we want to do is not always easy. Even if those things we have to do are to our liking, staying on top on them is never a foregone conclusion. They require thought, planning and often times working with others who we cannot always control. These type of activities can range from having to cut the grass and helping our children do their home work to carrying out our boss' assignments and perhaps helping take care of elderly parents. And none of this includes the challenge of trying to do each of these duties well. 

Off-hand, I cannot think of anyone who does not have at least some responsibilities to meet each day. Consequently, so many of us share the almost-daily risk of doing what we can to not lose our balance when the unexpected occurs. Such things as getting a new boss, a flat tire or even bad weather can be a threat to our equilibrium. Some of those so-called threats may seem trivial, but that does not make them any less real. In many ways, how well we contend with them defines us as a professional and a person. Presently, the Obama administration seems to have been knocked off balance due to several unexpected events. Especially in the face of an array of critics and hecklers, how well it contends with these current challenges will go a long way toward defining its quality and level of competency. 

When threats do pop up, what can one do to face them down? Obviously, part of the answer varies as it depends upon the specific circumstance. But one common strategy that rings true in any unexpected turn-of-event is open and transparent communication. While an understandable reaction may be to withdraw or pull one's cards closer to their chest, any one caught up in such times should do the opposite. Doing so helps all concerned better understand and then contend with what has happened. Just as importantly, it helps those at the heart of the situation better focus on seeking solutions in order to regain their needed balance.   

Canons of Rhetoric

I challenge anyone to name one moment of time when communication has not been part of mankind's existence. That, of course, is a safe challenge as there has never been a time when any one of us has not been communicating something. Coinciding with that, I would venture to say there has never been a time when efforts have not been made to identify ways we can and should communicate more effectively. Whether it has been as a result of our efforts to self-improve or on the advice or teachings of others, identifying ways to be better at telling people what is on our mind, sharing information or getting others to do what we want remains a ever-constant goal.

One early attempt at helping others communicate more effectively is found during the time of ancient Rome. Specifically, I speak of what is called the five canons of rhetoric as introduced by Cicero. The canons are invention, arrangement, style, memory and delivery. Briefly, invention refers to finding ways to persuade; arrangement calls upon the communicator to put together a well-structured argument; style speaks to being able to stir emotion in others;  memory is being able to speak without having to memorize one's remarks; and delivery refers to making an effective use of one's voice and presentation.

All of the canons, or at least some of them, can be seen in the efforts of public speakers, media personalities and even entertainers. Members of debate and forensic teams utilize them as well. Also, it almost goes without saying that public relations practitioners subscribe to Cicero's vision, too. When outreach efforts are well planned, stirring and visually impressive, they are drawing from what Cicero first envisioned. Further, his canons have inspired public relations scholars to advance and gain a better understanding of rhetoric and the overall field of communication. All this says much about Cicero and the social science he helped create.   

Communication Wars

I must say having a new book out is a heady experience. As a matter of fact, I am still pinching myself. My book is called "Communication Wars: Our Internal Perpetual Conflict." It was published this past January by Cognella. As I write this, Cognella's marketing team is escalating efforts to let audiences know of the book's existence. They view the primary audience as being the communication departments of colleges and universities. The hope is they will use it as a text for one of their classes. Naturally, I hope that happens, too. Besides personal benefit I would derive from its sales, the book provides communication students with a different perspective on the impact of communication, particularly as it applies to the every day lives of people.

All of us have basic needs that define us for who and what we are. They arrange from feeling good about ourselves to gaining the acceptance of others to our ability to adapt to an ever-changing environment. It is these fundamental needs that help shape and even drive decision each of us make in how and what we communicate to and with others. That is the premise of this book. It represents a different perspective on the array of public relations texts currently on the market that focus on the mechanics of public relations, various outreach strategies, and how one can be an effective professional communicator.

One reason I view this as being of importance to public relations practitioners as I see it giving them greater insight into how best to connect with others and help build bridges between various publics. If even know what drives and/or motivates people, then we have a better chance of coming up with strategies that speak to those elements. Additionally, for non-professional communicators, the same insight can also provide guidance in helping them maintain viable personal relationships with others. As it remains an ongoing challenge, the more understanding we have of communication, the better we will be as citizens, neighbors, parents, children and friends.  

Sibling Rivalry

For those of you who say the world would be a better place if we focused more on that which we have in common, then I have a big something all of us, without exception, share: bias. That's right. Good old fashioned bias. You have it. I have it. Everybody has it. Name any topic, issue or "thing" and you can bet we all lean a certain way about it - even if the level of knowledge we have is nothing or next-to-nothing. Even if we know nothing abut a given issue or thing, we still have our emotions. Our feelings. When in doubt we have them to fall back on. Hell, even if we do actually have knowledge or solid information at our disposal about something, it is not unusual for our feelings to trump the facts and tell our brain: "No. I've decided you don't like oysters because of how they look. You don't need to actually try one."

That reality is both one of the great things about us humans. Our emotions - our heart - play a key role in our choices about everything we do. At the same time, that part of us is also one of our most frustrating characteristics. At times, in their exuberance to be heard and/or felt, our emotions dominate our judgment. They are our inner squeaky wheel. At times, I am not even sure if it is a fair contest when the intellectual part of our inner being collides with the emotions. Given that, it is no wonder so many communication pitches, such as advertisements, play to the emotional side of us. I guess it goes back to that saying: "You win the heart and the rest follows." 

In many ways, the heart and the brain are our two inner children. Each one wants to sit up in the front seat with us, but often times we act as if there is only room for one. That, I believe, is a mistake. In fact, we should insist that both sit up in the front seat as it better for us if the two work in harmony when we are called up to make choices or decisions - big or small. This does not mean we still will not have our biases. They will never go away. But having the two siblings work together, we can ensure our judgment and behavior, including how and what we communicate, will be better. (But I am still never going to try an oyster.)

It's All About Relationships

In the field of public relations, the "bottom line" factor as to whether any outreach effort is successful revolves around one word: relationship. Whether the purpose of a public relations campaign is to generate support, sway opinion or enhance a reputation, none of these goals can be achieved in any meaningful way without the establishment of a relationship of some sort. Communicators need to connect with their targeted public if that public is going to be anywhere close to being receptive or open to what information is shared with them. Creating a willingness to be open is the essence of the public relations profession.

Recently, the results of a fascinating and most notable study from Harvard University were released that speak to a certain aspect of relationships that should be of interest to public relations practitioners. The study began in 1938 and is one of the longest longitudinal studies of human development in history. (Specific details of it, including a complete breakdown of the study's findings, may be found in a new book called "Triumphs of Experience" by George Vaillant.) The most overriding is that a direct correlation was found between the warmth of one's relationships and their health and happiness. Nothing in life is more important, Vaillant concluded, than relationships.

For years, scholars have discussed and even debated the primary purpose of public relations. Is it to persuade or to create partnership? Is it, for example, to help a client make money or attain greater recognition or help that same client connect with a public or, for that matter, an individual? As reported by Vaillant, the study contends those with warmer childhood ties with family, particularly with their mothers, are more likely to earn higher salaries and achieve professional success. Thus, for the professional communicator hired to help clients or their employer connect with others, they should not discount the importance of establishing strong ties with others as part of their strategic thinking.      

A Study Revisited

Not too long ago I came upon a seminar paper I wrote 35 five years ago as part of a requirement toward a master's degree. Titled "A Perceptive Study: The Role of a Public Relations Officer at a Community College," its primary purpose was to gain a sense of how a select population of educators and others who work with or interact an institution's public relations officer view that particular professional. A total of 146 persons participated in the study, which consisted of 50 questions and nine categories that ranged from communication, community service and performance objectives to decision-making ability, organizational structure and role.

Among the more overriding findings were that participants believed the public relations officer should help the leaders of their community college publicize or communicate their policies, programs and services to the community; be encouraged to establish contact with surrounding community groups; be encouraged to report potential problems they learn of to the proper persons on campus; serve as their institution's primary link with the media; and function under a set of performance guidelines that allow them some degree of flexibility. Looking back, I view the finding  as being favorable to the public relations office, yet in a way that reflects the time in which the study was conducted.

In 1978 when this survey was conducted,  many viewed the role of public relations practitioners as primarily to generate publicity serve as an "out front" person for their client or organization. While these perceptions remain today, other, more substantial aspects of the role have emerged. Specifically, the public relations officer has also taken on such responsibilities as being chief communication advisor and strategic planner. These are no small additions. Those in the communication profession are now key players in the professional world. This reality says much as to the growing importance society places in communication.