best lesson learned in PR The learning never stops. Keep an open mind and remain flexible. Communication
technology is changing at lightning speed, and societal demographics themselves
are changing. Yes, social media tactics can be intimidating, but you snooze,
you lose. Better for you to show your company/clients that you’re evolving than for it/them to show you the door. Be a sponge, always alert to
what’s going on, with the mind-set that you’re never too old — or too accomplished — to learn. So get out there and start tweeting!
advice to a new PR pro Sometimes the best way to move ahead is to take the job nobody wants and do it
extremely well. Not only does this build character, it gets you noticed. Some
of us have to start at the bottom and work our way up, and we’re better people and PR professionals because of it. If you have a strong work
ethic, excellent writing and interpersonal communication skills plus a
willingness to learn, you can accomplish anything.
trade secrets Don’t forget the “relations” in public relations. Be a good team player, attentive to others. And never
compromise your personal or professional ethics. I’m proud that I once quit a job rather than lie to a member of my organization’s board of directors, as the executive director instructed. Your character is
essential to your personal brand — protect it.
favorite movies “Transformers” and “Transformers: Revenge of the Fallen.” Of course! The autobots are GM vehicles, and as a GM employee I like to think
of the autobots’ struggles against evil decepticons as metaphoric of the challenges facing the
American auto industry. It’s cathartic for me to see beautiful American cars blowing their rivals to
smithereens in such a grand fashion. It’s been a tough year.
hobbies Scuba diving (as often as I can), my pets (two dogs and a cat), swimming,
reading Janet Evanovich’s Stephanie Plum novels. They are hilarious!
this much I know Don’t believe anything that doesn’t come straight from the source. In my business, the pundits who get paid to
comment about companies and current events rarely know the score. If you don’t work for the company, enjoy access to its top decision-makers or have
firsthand, in-depth knowledge of its history and challenges, you should not be
trying to sway public opinion about the company. In doing so, you jeopardize
the lives, livelihoods and families of real people, caught in the crossfire,
who depend on that company for survival.
To be featured in the PRSA Member Spotlight, e-mail your responses and a photo
to lauravanhoosier@msn.com. You can choose not to answer any questions or add some.
PRESIDENT’S COLUMN
Andra Bennett House, APR, Greater Fort Worth PRSA
This month we welcome GFW PRSA officer Donna McLallen, APR, assistant regional manager, communications/PR, in the General Motors
South Central Region, to comment on one of the biggest business stories in U.S.
history. Next month I hope to return with perspectives on smaller but
nonetheless history-making stories in our own hometown. — Andra
You will find no simple answers on the global economic stage. Plenty of
finger-pointing, name-calling and blame-laying, but few clear-cut solutions.
Everybody’s a critic: Make a mistake, and it’s tough to recover.
If you work for a company like General Motors, embroiled in turmoil linked to
the nation’s economic crisis, you have two choices — quit or charge ahead. I believe in GM, its products and its leadership, so I’m hanging in there until they push me out. Along the way I’ve learned some lessons from the front lines that other PR pros may find
valuable.
• Don’t be afraid to confront controversy or engage in uncomfortable conversations.
When I overhear negative comments based on misperceptions, whether online or in
person, I butt in — nicely, of course. So far, everyone has appreciated my “inside perspective,” and by the end of the conversation I’ve changed some perceptions and, hopefully, gained a customer.
• Be aggressive in setting the record straight and empower colleagues to do the
same. GM encourages its employees to take social media online training,
developed by our social media team, so they’ll be comfortable representing themselves as GM workers in blogs and on Twitter
and Facebook.
• Be accessible. Get out and talk to people, build relationships, show them your
products, talk about the issues, listen to them. GM has web sites, blogs,
several Twitter accounts and various Facebook pages, and just recently CEO Fritz Henderson launched his ”Tell Fritz” feature at gmreinvention.com, where each week he answers consumer questions. Here in GM’s South Central Region, we’re engaging consumers through Twitter (@GMTexas) and Facebook (GM Texas fan
page) and constantly looking for fresh ways to create dialogue.
It’s a new era for General Motors, but it’s also a new era for communications professionals. The old way of doing business
doesn’t cut it anymore. It’s time for new thought and renewed action. At GM our survival depends on it.
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PRESIDENT’S COLUMN
Cheryl Hart, IABC Fort Worth
“The newest computer can merely compound, at speed, the oldest problem in the
relations between human beings, and in the end the communicator will be
confronted with the old problem, of what to say and how to say it.”
— Edward R. Murrow
Isn’t that the truth? At the end of the day, we communicators are still responsible
for the “what to say and how to say it,” no matter the means. This is why IABC is such a vital association. We are
committed to providing products, services, activities and networking
opportunities that promote excellence in employee communication, marketing and
public affairs.
People around the world, in every industry and in the public and nonprofit
sectors, use our resources to advance their careers and meet organizational
objectives. Through monthly luncheons, ongoing seminars and publications, IABC
wants to ensure that professionals in our industry have a place to be heard and
to exchange best practices and trends.
As the new president of IABC Fort Worth, I have some big shoes to fill. Let me
extend my deepest gratitude to an amazing leader, immediate past president Betsy Deck. Betsy has served IABC in various positions, including Bronze Quill chair, and
she was chapter president the past two years. I truly appreciate dedicated
volunteers like her. Thank you, Betsy, for strengthening the quality of
programming and education for business communicators through your leadership.
Speaking of committed leaders, what a hard-working, talented board we have for
2009-2010 — Laura Hanna, president-elect; Betsy Deck, senior delegate; Tim Tune, VP finance; Pamela Fry, VP administration; Sara Reynolds, VP membership; Pam Huff, VP marketing; Paul Sturiale, VP communications; Lori De La Cruz, ABC liaison; and Kay Colley, educational relations chair. I can’t think of a better group to work with.
If you’ve never been to an IABC meeting, or haven’t been in awhile, we invite you to join us at 11:30 a.m. Tuesday, Aug. 25, on
the 37th floor of the Petroleum Club to hear branding expert Katherine Blachly detail the steps in transforming Staubach Retail to SRS Real Estate Partners.
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OVER & OUT
John Dycus, Fort Worth SPJ
Industry news. Current SPJ members who have been laid off can now receive a six-month national membership extension at no charge. Quill will be sent digitally to members who take this option, and SPJ requests
five hours of volunteer service in exchange. ... Reporters needing supplemental
information related to today’s biggest stories should benefit from SPJ’s Journalist’s Toolbox. Recently updated, the Toolbox provides links on many topics, including the
economic crisis, the military, public safety and the environment. Previous
content is archived. ... The Associated Press has begun disseminating stories
from watchdog and investigative journalism nonprofits. The six-month pilot
program will feature content from the Center for Investigative Reporting, the
Center for Public Integrity, the Investigative Reporting Workshop and
ProPublica. Newspapers will have free access to the information through the AP’s web-based delivery system, AP Exchange.
Closing words: “On the question of whether or not Iraq was involved in 9-11, there was never any
evidence to prove that.” There was “some reporting early on ... but that was never borne out.” — former Vice President Dick Cheney to Fox News’ Greta van Susteren
Closing Words II: Many of President Bush’s “worst policies (now being highlighted by leading Democrats) were based in some
form or another in a Clinton-initiated policy or were supported by the Democrats in Congress with their
votes. To name a few: the USA Patriot Act, the invasion of Iraq, the attack against Afghanistan, the
CIA’s extraordinary rendition program, the widespread use of mercenaries and other
private contractors in war zones and warrant-less wiretapping.” — author Jeremy Scahill ... “I think Sarah Palin is on the verge of becoming the ‘Miami Vice’ of American politics: Something a lot of people once thought was cool and then
20 years later look back, shake their heads and just kind of laugh.” — Republican media consultant Todd Harris
Closing words III, acknowledged sinner division: “Plain and simple, it was wrong; it was a sin. God never intended for us to do
this. I walked away from Him and my relationship with Him has suffered
terribly. I know He love me and I know He loves you. He wants to restore Darlene and me and He wants to restore Doug and you. More than that He wants to restore our relationship to Him.” — Sen. John Ensign, R-Nev., in a letter to trystee/former campaign worker Cynthia Hampton, after which the affair continued four more months
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