Public Relations - Does it Make Cents?

While doing research on a project over the past week, I realised that the question of budgets for PR was a nebulous one in the literature. So of course I went to the real world via Twitter and the feedback was not that surprising.

In my own experience, over the course of a few different jobs in both the private and public sectors, the process around PR budgets varied. In one role, we had a flat budget annually. There was no negotiation - take it or leave it. Somehow we had to make this stretch across advertising, stakeholder engagement, CSR activities, internal comms activities.

Most of the time though, the budget process was simply around what I call "submit and pray". You planned the year's activities, plotted the financial resources required for said activities, submitted the budget and hoped to God the powers that be would see it your way. They often never did. Budgets came back slashed by 30, 40, 50 percent and still you were expected to make the organisation and its brand shine like a new shilling.

And between reponses from my Twitteratti like "what budget?", "PR what?" and "Budget? LMAO", I realised that the PR professional in many cases suffer the same fate I did, in that somehow the PR budget is at the bottom of the cash money food chain. Even in my last job, most of the money we eventually got, was pillaged to get advertising spend.

So what is the reason for this? Is PR still the bastard child of the organisational family? It really all comes down to how PR positions itself within the organisation and how valued it is, how valued its people are. It's a circle of life that starts with people and power and perceptions. Until those things are in alignment, then the tweets like "PR budgets exist?" will continue and then that is truly a blow to the work that we try to do.

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Village to Village: Doing Right by Animals and Our Brand

My BFF is part of a great initiative in Tobago, which is aimed at reducing the stray animal population in the sister isle of Tobago, and promote animal welfare on the island.
It is always such a big thing for me more as a Trini, and not so much as a huge, gooey dog lover myself (I cannot see a dog and pass it straight), to travel and see animals treated well - I mean beyond the normal boundaries of animal wellness. lol. I love my cousin's neighbour's dog, a West Highland White Terrier named Womble, who is such a little star and is so loved and so spoilt by his owners. My own mongrels get the sort of love and care that Trinidad terriers aka pot hounds aka mongrels rarely get here because of their inferior status in the Trini dog world. Yet so many animals do not get to enjoy this type of love and comfort, but are forced to make it on their own on the streets, diseased, hungry and dying. Mongrel or not, I really cannot stand to see an animal mistreated or abandoned. They give such unconditional love and such joy to so many, that the ones who are left out on the street through owner abandonment, lack of proper spaying practices or just neglect really tug at heart strings (unless they try to bite me as I work out in the village).

So the Village-to-Village programme is really aimed at addressing some of these concerns, primarily the spaying and neutering of animals to reduce the large number of strays on the streets and highways, who become roadkill, or are abused by evil human beings. The aim is to neuter between 65%-75% of stray, and owned doggies and kitties in Tobago and increase awareness of such techniques among the local population. The great thing about the programme is that it addresses the problem in the rural communities, where one may not have access to veterinary care and where pet owners or concerned residents just cannot afford or will find it impractical to spay or neuter their animals. The programme makes such a service available, at no cost, and is managed by veterinarians and persons very much experienced and committed to the cause.

Additionally,

Stray and unrestrained dogs and cats especially in Tobago negatively impact the tourism industry. The ...health status of a destination's stray animal population directly affects the image of the destination as a tourism product. While the local population is often accustomed to the sight of suffering or dead animals, international visitors often react negatively. (Furthermore) Tobago's stray dog population is evident on coastal recreational beaches and throughout the villages along the coast.

Not the best thing for the tourism product or the island's marketing potential is it? Additionally, I recognise that those visit our shores are coming from places where the dog, for example is King or Queen. Walk through Paris and you will see couture stores for pets, with couture outfits and accessories. I have sat on many a train in London with a big slobbering love of a dog taking a trip into the city with his owner. These are the people who come down to Tobago for rest and relaxation. Europeans especially really care for their animals in a way that many locals are not accustomed to. Pet friendly hotels, restuarants etc are just part of the larger picture of excellent animal care and treatment in many countries and are part of an animal friendly tourism product. It would certainly augur well for our brand to work towards improving our image where animal care and treatment are concerned, if even we just simply take better care of our pet population.

There will be two rural outreach clinics to spay and neuter approximately 150 animals in Charlotteville and Bacolet, Tobago from Sept 3-5, 2010.

Volunteers are welcome to be part of this awesome initiative for all aspects of the clinic, including clerical staff, vets, vet techs and assistants and anyone with experience in handling animals or a real passion for lending assistance. And if you want to donate items like paper towels, bleach, pet collars, blankets, disinfectant, garbage bags or buckets, please step up to the plate and do it! To volunteer, donate funds or items to the cause, please contact any of the following:

Dr Paul Crooks 1-868-688-8281
Dr Kevern Sawh 1-868-678-8023
Dr Adana Mahase 1-868-689-1586
TTSPCA - 1-868-639-2567

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This Time for Africa

One month, 64 games and 145 goals later, the world's biggest event is over. Dry those eyes and pack away those vuvuzelas because you have to wait another 4 years until the next one. But what a World Cup it has been. I think this tournament will be one that will be remembered for years, for a variety of reasons - footballing and non-footballing reasons.

But I think as the sun goes down on this World Cup, South Africa can be duly proud of what they have achieved as host and as a country. The hosting of this tournament for not just South Africa, but the entire continent of Africa has been a marketing and rebranding coup. Two years ago, FIFA President Sepp Blatter said

“People don’t want to trust Africa. That is wrong. Africa has given so much not only to football but to the whole world. Someday, something should come back. So let’s have this World Cup. Let’s celebrate Africa. Why not?”

And celebrate we all did. Even though popularised by a Colombian singer, the strains of "Waka Waka" and its tag line "This Time for Africa", continue to filter through the airwaves, leaving it as probably one of the most popular tournament anthems ever.The world has looked to South Africa over the past month for great football, but got more than they bargained for in the artistry, passion, energy and dare I say, unity of its people.

This game allowed Africa to showcase its beauty and the remnants of Apartheid regime, to the outside world, which seems to have no idea how bad things were and that there is a better side of Africa(beside tribal wars and starvation) which international media—for its own convenience ---tends not to focus on. - Ghanaweb

Whether the powers that be will leap on the momentum which this World Cup has generated and leverage all the positives into effecting socio-economic change is another story, but well done South Africa.

And without a doubt, this tournament's immense public appeal and attraction was heavily invested in the fact that we had greater means to communicate, participate and enjoy the tournament's various facets. World Cup 2010 was supposed to be the social media World Cup and boy was it ever. Information, debates, opinions, replays - all available at the click of a button, whether it be on Twitter, Facebook, Youtube, the obsessed and the curious all found a way to be part of this global phenomenon via this global phenomenon. Sponsors and pundits alike milked it for all it was worth, tapping into the enormous audience primed to receive messages.

Twitter reported that the World Cup or #Worldcup resulted in a record 3,283 tweets per second as opposed to the regular average of 750 per second. The fail whale was almost as recognisable as Paul the Octopus, because of the barrage of tweets around the tournament. Social media has truly revolutionised the way we love the game, and the way the host country was marketed to the millions who could not make it there to see the games live.

At the end of it all, though Spain were crowned the best team in the world, the real winners were South Africa and social media, and all the people who joined the revolution to make this one of the best tournaments the world has ever seen.  Brazil 2014 has some rather big shoes to fill, but I think they can do it. In 4 years, this phenomenon may be bigger than any of us can ever have imagined.

Runners up: Paul and the vuvuzelas.

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White is apparently Right in China...or is it?

This morning a somewhat interesting story caught my attention on BBC (did I ever mention that I love BBC and that I dress with my tv on BBC, and then listen to it on the radio on my drive to work?). White guy in a tie. I am sure some of you already know about it but for those of you who don't, it's basically white men for hire in China - paid to wear a suit, go press palms with Chinese businessmen and create the impression that the Chinese firm that contracted them, has international or Western connections. Of course in a global market, international business is a big deal, and a firm's connections and global networks can be vital to its business and its image as a player in the global marketplace. But the question raised in the segment was Is this fraud or PR?

Some may argue and say "Hmmm...fraud. PR. Is there a difference?" You know who you are. But really, do you think this practice of creating a false impression to bolster public image and reputation is ethical? Wouldn't it be better to try to actually position your business via real networking and marketing? I would think that establishing real relationships with companies which are deemed as valuable to their position in China and beyond would be more practical, not to mention, ethical and would in fact bring REAL rewards. I have to wonder how this works, especially if this is a new trend in China. If everyone uses this as a viable marketing strategy, then how can you trust your suppliers, your competitors etc?

As I said, it was a pretty interesting segment.

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They are Ready!: Africa's PR Test

As we count down the mere hours to kickoff of the FIFA 2010 World Cup (in case you were unclear as to what was kicking off, in case you live under a rock in a deep, dark cave), it is clear that not only is it the largest and most spectacular showcase of global footballing talent, but it is also a HUGE public relations and marketing coup for South Africa and by extension, the entire African continent.

I am sitting here, thanks to the lovely Kim, taking in bits of the WC kickoff concert and the talent and pageantry is absolutely amazing. Here is a chance for for Africa to shine and put themselves out there in the most positive light; to harness the glare of the global media and turn it to their advantage by marketing all that is beautiful and powerful about the continent. For years, we have sat by and watched Africa's hunger, bloody civil wars, corrupt and vicious dictators, battles with epidemics like HIV/AIDS and that has been what we have come to associate Africa with more times than we should. The world had formed its own image of the region.

But now it's their turn to show us THEIR Africa under the full lights of our scrutiny and against the backdrop of stereotypes and prejudice and so far, it has been beautiful and thrilling and touching and powerful. It's the reason island nations fight for beauty pageants, regional and global conferences and sporting events - to put their PR machinery to work, to put their people and their culture and their very beings to work for their economies, for their productivity and for their pride. For the chance to show the world, "Here we are. This is who we are!"

Let the beautiful game begin in beautiful Africa. Bafana! Bafana! Nelson Mandela must be truly beaming. I am ready for the World Cup and so is Africa.

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First Impressions are Lasting Impressions

I was invited to a meeting once and when I got there on time, the person who had called the meeting was not there. Twenty minutes later, she sauntered in with an apology and a sandwich, which she had already started eating, wrapped in foil. She sat down and continued eating her sandwich, in the foil, and with crumbs attached to her face. This was my first impression of this woman. It was not a very good one. Sadly for her, it is the one thing that sticks out in my mind when I think of her.

This morning, I went down to the ground floor and there was our VP, Customer Service at the door greeting customers, along with a couple of his team. As a customer, this would have been a great first impression - prompt 8am start with a senior executive member at the door meeting and greeting.

While it is indeed cliche, you really do only have one opportunity to make a first impression. There is generally no rewind button and what you give is what stays etched in the mind of the person or persons you interact with. First impressions are the last thing anyone forgets. And be it via your frontline staff, your telemarketing team, your website or your sales pitch - your first step is the one which will determine how successful you will be. First impressions are motivated by our need to influence others, have them act in a certain way and the ultimate onjective is to gain a reward of some kind. And first impressions usually are centred around really small things like a prompt response to a complaint, or the usability of a website. This morning I tried finding info on flights and the first website did not really inspire me to make a purchasing decision right then and there. However, the second site, which was clean and easy to navigate, and which also was complemented by a Twitter customer care channel grabbed my interest and more importantly pushed me closer to making a purchasing decision. All the scrolling ads, pop up windows and flash in the world on the other site did not resonate with me as a consumer, who wanted to be in and out of there without the hassle. And hassle it was.

So it is important to take the time to make that first impression count. Think about not only your presentation and how it can build your brand, but also how your presentation relates to your customer. Think of the criteria with which that person will judge your brand based on the first impression you create.

• Do they trust the brand?
• Does the brand inspire confidence?
• Is it a professional image?
• Is it a company that cares about people - both its customers and its staff?
• Is the brand understood and well represented by all staff, across all levels?

And the list is endless. But these are just a few questions one can ask when evaluating how you present yourself and your brand to your audience, because first impressions last!

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Who's managing your brand?

Yesterday afternoon, after a week of craving, I headed to this particular fast food outlet to just get it over with. What I saw when I got there was alarming to say the least. There was one girl at the counter, and she was both cashing orders and packing them. That is a problem in itself but that was not the issue. What struck me was her appearance! The young lady was wearing the company branded shirt, and it was riddled with holes. Not tiny pinholes but gaping wounds in the fabric. I looked at her in horror as she stood there, non-plussed about her appearance, casually serving people their artery blocking meals.

There was a huge hole, probably the size of a 50 cent piece in the front of the shirt and she simply wore a matching red tank under the shirt, in some lame attempt to disguise it? I don't know. I cannot fathom what purpose this was supposed to serve. There were holes at the back of the shirt, some sloppily patched up with black thread, which by the way, was a stark contrast. There was, what looked like a bleach stain on the back,  and the shirt's collar looked as though rats made a meal of it. But yet on the breast was the brand EMBLAZONED for all to see.

I am not sure what the managers of these outlets are responsible for, but I would hope they would be caretakers of the brand in the absence of a Marketing VP. It is NOT the responsibility of a Marketing VP or Human Resources VP to monitor how the brand is represented to the public. Did her manager not realise she needed a new polo? Was a request made for one? I shudder to think that a request was made and denied, or that they don't have extra polos lying around. It was pretty distasteful and I don't care if you're frying french fries or giving a speech on global television, there is something to be said about image and how your employees maintain the image of your company. Even if this employee could not give 2 hoots about her ratty shirt, someone else should have.

I was just rather stunned by this as you can tell. It reminded me of any evening, at happy hour, I saw a young lady, resplendent in her bank's uniform, going down low with glass after glass of spirited drinks in her hand. And I thought, "Couldn't she go home and change out of the people's uniform before she came to embarrass herself in this manner?" There is something to be said for engaging your employees about how your brand lives everywhere, even in their appearance and actions. Every individual in an organisation is a brand ambassador. It's not solely the responsibility of the people in the Board Rooms to protect and manage the brand. It starts from the frontline and goes all the way up. Clearly this escapes some.

I don't think this franchise is in dire financial straits that they cannot afford polos for their staff. The long lines on any given day, at any given time remind me that fast food is king in Trinidad and Tobago. And while not everyone may care about the image of your brand and just want their box of oily mess, good Lord...the employees should care. How much do you care about your corporate brand?

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PR in the City: Dismantling the Fluffy PR model

Two things inspired my Friday post - my chipped nail polish, and the new trailer for one of my "Must see" movies for 2010.

Carrie Bradshaw made writing look fabulous and I think I started my first blog somewhere around the time the show first aired. Of course my adventures were not as fierce but I enjoyed it immensely. I still do.

But I wonder if it is any coincidence that Samantha Jones was always my favourite SATC diva. In case you did not know, guys (cause the ladies would know), Samantha is a publicist and PR diva in the city. While I do enjoy her escapades, I don't think I am very Samantha-esque. My friend (free plug here) Soyini discussed the bunny/bitchy phenomena and to some extent I mentioned how there is this misconception that PR is all about glamour here as well. There is this notion that PR is filled with elitist excitement and is essentially poofy and fluffy, with nothing more than planning parties and getting clients into swanky venues or magazines, or doing photo shoots and sipping cocktails at industry events. Samantha's brand of PR definitely was but has this hurt the way that PR is envisioned, and more specifically how women in PR are perceived?

Pop culture has continuously shown women in PR as glambots, in high heels, sporting designer bags and sunglasses in a glam world, jetting off to exciting locations, hob nobbing with beautiful people in beautiful accoutrements. They don't always show the work behind it. The time spent on research and devising strategy and campaigns relevant to different audiences; how the messages are crafted, worded, delivered; how communications programnmes are measured for effectiveness, how collaboration both internally and externally can be often mind numbing because you need to get over the first hurdle of getting buy-in. Add the social media element and you are constantly dealing with the perception that you sit around idling on Facebook or Twitter all day, when in fact you're trying to better understand the tools to get your brand out there and get closer to your customers.

My last PR job - I wore jeans and a polo and most days, and I would at least wear some pumps to keep some semblance of glam (failed), and if I was lucky, a bit of eyeshadow. I sat around tables with people who sometimes better understood obscene language than they did standard English. On busy meeting days, I would eat lunch at an outdoor table between meetings, or in my car, often out of a box with plastic cutlery. Sometimes I would be in meeings after hours, tired and hungry. Your office days were "catch up" days and meeting days about other things. It was hard work. Nothing glamorous about it.

It is not to be taken for granted yet communications teams and programmes are usually the first to go under the microscope when budgets take a hit for the worst. Collateral damage. But the role that they play both from an internal perspective in channelling information to employees and getting feedback and suggestions from them, as well as engaging the wider public and reinforcing the brand and reputation of a company is not to be underestimated nor is it a role which is carried out via luck and chance, or through good looks.

Don't let the movies and my girl, Samantha Jones fool you. It's a job like any other,with deadlines, bosses, naysayers, multi tasking and fatigue. But's keep our feet on the ground here. First impressions go a long way in ANY profession, so looking good, not necessarily glamorous or expensive is not a luxury. It's a must. And chipped nail polish is never a good look on any woman and these days, on any man (though I don't agree with that look!!). So being a serious professional, competing with a negative stereotype, does not mean you have to "go against". It may not be Gucci or Mahnolos but clean shoes, a pressed outfit, neat hair, appropriate accessories still are very much in style for the working man or woman, in any industry.

And networking is still important, so yes, we do attend events ever so often but so should anyone else. The demand and the competition in the job market means that you have to sell yourself now more than ever, and you have to go where the buyers are, don't you? That is something we can take away from the amazing Ms Samantha Jones. It is not however, all that we do - just keep that in mind.

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