Posts Tagged ‘public relations’
I just watched a city council adopt a communication campaign that will do a lousy job of informing residents of the new water restrictions and fines it had just adopted in response to state mandates. For Californians to respond effectively to the drought, we’re all going to have to do better than this city did.
“Thanks” to city council input, residents of the San Gabriel Valley city will receive a cover letter and three separate inserts – four pieces in all, competing for attention, over-communicating and creating confusion – all in a bland envelope that will be lost in the day’s mailbox-full of unsolicited mail.
That’s going to be as expensive as it is ineffective.
The city did one thing right. It didn’t use a water bill insert, recognizing it wouldn’t get enough readership in a timely manner. But if you’re going to use an envelope (I wouldn’t!), you’d better print a high-impact headline on it or it’s likely to go out with next week’s trash, unopened.
Here’s a better alternative: Mail two postcards on the same day, one over-sized and one minimum USPS size. Why postcards? Because they get the message out without having an envelope in the way. Why two?
- The large one would spell out the details, and by limiting the space to a large postcard, there’s much less chance of your message becoming gobbledygook.
- The small postcard would be the “keeper,” designed with the refrigerator door in mind. All the good stuff would be on one side: Which days they can irrigate on, prohibitions and fines, tips, an easy URL for more information.
Combined with good policy and customer-oriented enactment, this will work.
Guided by that mission, I set about building one of the largest public relations firms in Orange County. When that was done, my wife/CFO Beth and I transformed Laer Pearce & Associates into the most successful public affairs firms in California, achieving the best win/lose record you’ll see anywhere: 71-4.
Then, in 2011, we set a new goal: To successfully transition back to my roots in solo consulting. Because we did it with client service and our employees in mind, it took us several years to accomplish, but we did, and we discovered something interesting:
As exciting and fulfilling as this transition is for us, it’s even better for our clients.
That’s because the agency model is no longer tenable due to the spiraling and uncontrollable costs employees add, like health, unemployment and Workers Comp insurance premiums, the employer’s share of Social Security and so much more. The only way to completely protect clients from these ever-increasing costs is to stop having employees. Fortunately, technological advances open ways to continue to deliver strong client service on projects large and small.
That means the focus of all my working hours (and there are a lot of them!) is on my clients, and assures you, my clients, that you’ve got me working on your account. With all those binding agency structures gone, now you can use me precisely how and when you need to in order to achieve your strategic objectives.
Sure, I’ve liked the “Associates” part of Laer Pearce & Associates – they’ve been an outstanding bunch! – but not nearly as much as I’ve valued the deep and positive relationships I’ve built with my clients by consistently exceeding their expectations.
So, here I am, three decades later, still doing important work for important clients – and having more fun than ever doing it!
That’s not a guess. Kate Galbraith, a San Francisco-based journalist, recently wrote in America’s premier journalism publication, the Columbia Journalism Review,
When I Googled “water reporter” over and over again, [only] one guy showed up. His name is Chris Woodka, and he works in Colorado at the Pueblo Chieftain, a daily based about 100 miles south of Denver.
No one showed up for the Los Angeles Times, the San Francisco Chronicle, the Orange County Register, the Phoenix American, the Las Vegas Review Journal or any of hundreds of other papers covering America’s drought belt. Galbrath explains why she thinks this is:
I couldn’t prove it, but I suspected that even as the [Texas] Tribune [which she reported for] pounded away at water stories, and invited the public to panel after panel of discussions about water, the audience was often people who were already engaged. The challenge was reaching ordinary citizens—many of whom might not even know there is a water crisis.
Two polls show the magnitude of this challenge. Last year, a survey by the University of Texas and The Texas Tribune found that water lay near the bottom of Texans’ policy priorities, despite the ongoing drought. In California, which is now enduring its most intense drought on record, a 2012 poll showed that 78 percent of respondents had never heard of the river delta at the heart of the state’s water-supply system.
To an editor, water news is neither “dog bites man” or “man bites dog.” It’s no one cares whether the dog or the man bit anything.
This lack of coverage hurts a water community that is trying to increase public awareness of the value of water, the need to conserve and the need to invest in improved supply reliability and infrastructure. But before we lament our inability to call the local paper’s in-the-know, experienced water reporter, let’s consider two things.
First, he or she is not likely to be in-the-know and experienced. The sorry state of the newspaper business has led to high turn-over, especially among the (relatively) well-paid more senior reporters. Chances are, if you were working with a dedicated water beat reporter, you’d be working with a recent hire who didn’t know much more about water than the 78 percent who never heard of the Sacramento-San Joaquin Delta.
And forget broadcast outlets. Their on-camera “personalities” may have a bit more experience, but unless the water kills someone or is really, really cute, they’re probably not going to cover it.
And second, given the pressure on reporters to write stories that generate comments, what do you suppose they’d be writing about? Would it be the need to invest in boring old concrete infrastructure, or a justification of a district’s proposed rate increase?
We don’t think so. In the times a water beat reporter would find exciting, like the current drought, you’d get sensationalism in overkill mode. Galbrath recognizes this, listing “Drought and cattle! Drought and rice farmers! Drought and climate change! Drought and power plants! Drought and hunting! Drought and the military!” – with a link to each one!
Such coverage might drive temporary conservation, but the goal of any experienced water communicator should be to change long-time water use patterns, not support come-and-go drought-related conservation.
In less “exciting” times, would you see articles that support a more enlightened citizen view of water? Articles that explain the value of water or the need to conserve it? Sure. Some.
But you would see much more of sensationalism in non-drought clothing. “Water district expenses out of control! Water quality deteriorates! Widow can’t pay water bill! Water employees get lush retirement packages! District director takes golf junket!”
So, maybe it isn’t such a bad thing after all that water communicators must constantly struggle to get the media interested in the only thing on the entire planet that’s almost as essential as the very air we breathe.
I had the honor recently of becoming a two-time guest moderator at a Water Interest Study Group (WISG) put on by Mesa Water District for its customers. I don’t know if two sessions as moderator qualifies me as a “wizard” quite yet, but what are you going to do with those headline writers? They’re always after the sensational!
This session covered new ways of using groundwater and stormwater to meet local water supply needs, and the WISG class was, as always, engaged, bright and interested. Learn more about Mesa Water’s use of color-tainted groundwater here and Costa Mesa’s new water quality wetland here.
The photo shows me, Laer, with Stacy Taylor, Mesa Water’s community and government relations manager, as the session wrapped up. Let me call your attention to two things.
First, check out Mesa Water’s new logo on the podium (and on the right). All of us at Laer Pearce & Associates are proud of the work we did helping to usher in the district’s new name, new logo and new branding strategy. I’m particularly proud of the logo – doesn’t it look fantastic? It’s bright, it beautifully symbolizes the flow of pure, clean water, and it embodies the district’s brand as a forward-looking, fiscally responsible water provider.
Some anti-desalination activists, who routinely target Mesa Water because of its leadership in efforts to improve the regulatory process for new desal plants, have attacked the district and this firm for this rebranding work. Such criticism comes with the territory, but in reality Mesa Water is very fiscally conservative, with the lowest expenses per capita of any district in the county, and we are very careful to keep spending down when taxpayers or ratepayers are footing the bill. Under Stacy’s direction, we succeeded in moving a new name and new logo through a divided board of directors for a price that’s just a fraction of what such an effort would cost a corporation.
Second, note that Stacy is holding my book Crazifornia, and is saying wonderful things about it to the audience. I think she probably sold a few copies that night – so thanks, Stacy!
Political correctness has struck again, and homebuilders best take notice. It seems the long-used term “master bedroom” isn’t just racist, it’s sexist. So says the Baltimore Business Journal:
The “master suite” is being phased out — not from our homes, but from our lexicon.
A survey of 10 major Washington, D.C.-area homebuilders found that six no longer use the term “master” in their floor plans to describe the largest bedroom in the house. They have replaced it with “owner’s suite” or “owner’s bedroom” or, in one case, “mastre bedroom.”
Why? In large part for exactly the reason you would think: “Master” has connotation problems, in gender (it skews toward male) and race (the slave-master).
This strikes us as OK if a little silly. Not as silly as “mastre bedroom,” but silly nonetheless.
If you, like we, don’t want all sorts of N-words, J-words, W-words and S-words (we’ll leave it to you to fill in the blanks) being thrown around, you’ve got to accept that the PC Loons will determine a whole host of words are offensive. Having just watched “42″ and squirmed through the scene where the Phillies manager berated Jackie Robinson with a host of nasty racial invectives, we’re glad we rarely are exposed to such deliberate demeaning of others today. So OK, “master bedroom” it’s not.
But it’s silly because the suggested alternatives, owner’s suite and owner’s bedroom, are just as likely to be attacked by the PC crowd as master bedroom.
For starters, there’s that tricky apostrophe. “Owner’s” suite says we’re single or don’t think much of our mate, both of which, if not true, are offensive. “Owners’” assumes two owners, and that’s … what … singlist? It certainly would make this single parent uncomfortable, if we were a single parent, which we’re not. How could we be if we are “we” all the time?
And then, Mr. Homebuilder (or Ms. Homebuilder, or Mr./Ms. Gender-Questioning Homebuilder), are you implying that one mate “owns” the other, or “owns” their kids? If you use that, you’re demean whomever the owned party is, making you a sexist and a … what … childist? And you’re a classist, too, because saying that we “own” that room obviously is just a code word for disparaging renters and hating the homeless.
Perhaps homebuilders can resolve this quandary by calling it Bedroom #1. No wait. That’s childist, isn’t it? Why should the parent’s/partners’ bedroom rate higher than the child’s? And if Grammy has moved in, then you’re ageist, too.
How about “the larger bedroom with the walk-in closets and the bigger bath?” Yeah, that should do it. If there’s not enough room on the floorplan for all that, just put TLBWTW-ICATBB. Wait. That could get you in trouble with dyslexics.
Laer Pearce & Associates has opened a new office in San Diego, and has promoted Scott Starkey and Ben Boyce to Senior Vice Presidents. Both were previously vice presidents.
“We are very optimistic that under Ben’s leadership, we will become one of the premier public affairs firms in the San Diego market,” said Laer Pearce, president. “Ben is a San Diego native with strong connections in the business community there, and we see a strong desire among our potential San Diego client base to have access to a local firm with our strategic approach and tested capabilities.”
Starkey has been at the Laguna Hills public affairs firm for 12 years. He focuses on communications and outreach programs that help the agency’s homebuilder and land development clients achieve regulatory approvals.
Boyce, who has been with the agency for 11 years, recently opened the firm’s San Diego office. He works with water industry clients to help them realize their public communications goals, and also serves land development clients.
Laer Pearce & Associates specializes in outreach, coalition-building and regulatory communications, and also serves business-to-business clients in the land development and water industries. Its record on public affairs campaigns is 67-4, the best of any public affairs firm in California.
Say “gee-whizzer,” and most old-line journalists and PR folks will know what you’re talking about. It’s a way of presenting facts, particularly numbers, in a way that gets readers’ attention – so much so they say “Gee Whiz!” – and that helps them to retain the information.
Today it would probably be called “something meme-able” or “something viral-able.” We prefer gee-whizzer.
ENS Resources, a DC lobbying firm, issued a 2012 election results update this morning with so many gee-whizzers we wonder when their staff slept. Here’s the set-up: At all levels of government, candidates and SuperPACs spent $6 billion on the November election, and for just the presidential race, they spent $2 billion. How much is $2 billion? Ah, that’s a question that invites gee-whizzers, and according to ENS, it’s enough to buy:
- Approximately 3.5 million shares of Apple stock
- 40 private islands
- Six Airbus A380 jets
- An Ohio Class submarine (Definitely what we’d buy!)
- The college debt of 153,846 students graduating from public universities
- Or, if given to UNICEF, vaccines, pharmaceuticals, medical supplies and equipment, nutritional supplements, mosquito nets, water and sanitation tools and educational supplies for billions of people in impoverished nations.
As for the election itself, it was anything but a gee-whizzer for California businesses. At this writing, with many absentee ballots still to be counted, it appears the Democrats will hold super-majorities in both the Assembly and Senate. That means tax increases can be passed over Republican objections, and businesses are a popular target of California tax increases.
Nationally, Democrats will have trouble finding a mandate, but in California they’ll have no such trouble. They picked up seats and they largely got their way with ballot propositions. That means no signals were sent by the electorate to cut back on anti-business policies and regulations.
For more on California’s sad state, read Crazifornia, by our founder and president, Laer Pearce. Called “the most insightful book on California’s perilous condition – ever,” it provides insights on how California got the way it is, how bad exactly it’s become, and what the prospects are for redirecting the state.
Crazifornia is an Amazon #1 best-seller (21st Century history) and is receiving mostly 5-star (highest rating) reviews on Amazon.
Should public agencies use public relations firms?
Recent publicity about a PR firm’s plans to promote the San Diego Service Authority for Freeway Emergencies’ yellow call boxes (which aren’t used much anymore) would indicate the answer is no. The newly launched San Diego Watchdog column in the Union Tribune writes of the PR firm’s plan:
The marketing plan features a cookbook with on-the-go recipes. “Drivers are always concerned when traveling to parties about making dishes that will travel well in the car,” says the plan from [the PR firm].
It suggests Tupperware and Igloo ice chests with the call-box agency’s logo and a giveaway of a road trip, hotel stay and theme park visit.
For April Fool’s Day? “Have you pranked someone’s car before and have a photo of it? Show us! Only legal pranks please.”
The $130,000 marketing program is on the agenda Thursday for the San Diego Service Authority for Freeway Emergencies board, which has come under scrutiny in recent months for storing millions of dollars of reserves even as the number of calls into the system plummets.
Update: Just after we posted this item, the PR agency, which had been working for the San Diego Service Authority for Freeway Emergencies since 2007, was canned. Here’s the news item.
We confess at the outset we have little empathy for PR plans that require expensive give-aways like logo-adorned ice chests. If you’re popping $20 or more for each decent ice chest you want to give away for free, how do you hope to get a positive return on investment? Conversely, if you’re only proposing to spend $5 each for a cheap Styrofoam cooler that will fall apart the first time it’s used, how do you expect to communicate quality for your client’s brand?
But that’s not what bothers us the most about this proposal. It’s this: The client is dealing with criticism for charging too high a fee for a service that’s of too little use, and for holding too much in reserves. How does this public relations proposal address the issues the client faces? Simple: It throws gasoline on the flame with an expensive, out of touch program.
Consumer public relations firms, which often are overly driven by the need to be creative, are more likely to make a mistake like this than a public affairs firm like ours, because we are more attuned to public perception and more aware of downside risks.
Doing it Right
Please don’t get us wrong, though. We believe public agencies are justified in using professional communicators. In fact, because agencies typically deal with important civic functions (yellow call boxes notwithstanding) we think they frequently have an obligation to.
Issues are increasingly complex. People are busier than ever and have less time to absorb information. The channels of communication are both broader and more cluttered than ever. This is not a safe place for amateurs. Professional communicators, whether they be in-house or consultants, are increasingly necessary for effective communications.
More importantly, agencies need to listen. As a strategic communications firm to several public agencies, we place the importance of incorporating “feedback mechanisms” into outgoing communications right below the need to make outreach programs goal-focused and measurable. When incoming communications are a part of a campaign, they yield information that can be shared with the agency’s leadership, so they better understand the public’s perceptions, concerns and expectations.
A good communications consultant also will work hard to promote and ensure transparency. A few years ago, we argued for our public agency clients to post board agendas and minutes, staff reports and budgets online for public viewing. The practice is now the norm, and staff and board compensation information now also is available.
There’s one more thing, one very important thing. Consultants who work for public agencies need to respect that they are being paid with public money – our money, as taxpayers. That means we need to be careful to use it wisely, which gets us back to coolers with logos. Is that where you want your tax dollars to go?
We didn’t think so.
We’ve learned some lessons along the way.
- Tweeting can be good for business. We have one new water client from our tweeting – without those tweets, we would never have met each other. And we’ve helped a number of water districts develop their social media strategies.
- Tweeting can be good for your brand. A state senator recently told me he loves @LPAWater’s tweets, and at this week’s ACWA conference, many folks complimented me on @LPAWater. Our followers include many clients, potential clients and water industry opinion leaders. What does that mean? It means people recognize that Laer Pearce & Associates stays on top of water issues and has a fun time doing it – which is exactly what we want our brand to communicate.
- It’s not easy being “Tweet.” Our @LPALand and @LPAGov Twitter feeds never found an in-house champion (ahem!) like @LPAWater did , so they’ve languished, with 200 and 156 followers respectively.
@LPALand will eventually find its pace, I’m convinced, but in retrospect, we probably launched @LPAGov before we should have. Yes, we follow government stuff as closely as we do water, and yes we want to expand our brand recognition in that portion of our practice. But there are so many questions about our ideal position in that segment that it’s never been clear enough what should be tweeted at @LPAGov.
On the plus side, at no cost, Twitter showed us an area where we have some branding work to do. That’s one of the wonderful things about social media – you can experiment, adjust and improve without have to throw away 1,000 brochures that no longer mesh with your identity.
As one of Orange County’s leading public affairs communications firms, our own experience with Twitter, Facebook, YouTube and other social media has helped us to realize the good, the bad and the under-realized power of the phenomenon, and that’s made us much better at designing social media strategies for our clients.
Last Thursday, some poor sap in Yuma flipped a switch and the power went out for millions of Southern Californians. Water systems, which of course are heavily reliant on power, got through the crisis in pretty good shape thanks to lots of emergency drills – although several water districts had to issue notices to their customers warning them to boil their water before drinking it. That, too, passed.
All this made us think: How do you alert people to a crisis when their TVs, radios and computers are down? On our water Twitter feed, @LPAWater, we tweeted the following answer:
Tweet #2: … posted notices, sound trucks, Facebook, police/fire liaison + the usual. Crisis calls for creative solutions.
For more on Laer Pearce & Associates creative solutions to crisis situations, check this out.