2023 is Well Underway…

By: Victoria Croft

Now that the New Year’s glitter has settled, and we are finished eating our heart-shaped Valentine’s chocolates, it’s safe to say that 2023 is off to a swift start. But where will it lead us in the world of PR? Let’s see which trends we may see soar in the new year and which practices will be left behind…

  • Influencers Continue to Rule

It’s no secret that traditional media is on the decline. Social media outlets continue to expand, and influencers aren’t going anywhere anytime soon.

“It’s expected that brand spend with influencers will increase by more than 23% in 2023. Additionally, 80% of marketers found influencer marketing effective or very effective, and 71% say it produces better leads than other forms of marketing,” says PR Daily.

It is recommended that you invest in relationships with influencers with vast, but targeted, audiences. It may cost a pretty penny, but as we roll into 2023, influencer visibility will still be considered priceless.

  • Face to Face

Almost three years ago, a pandemic surged across the entire planet and changed our lives entirely. Working from home, Zoom and online events all became the new norm. However, as mask requirements were lifted and vaccines became available, people were able to rejoin the world and their communities again.

PR professionals, journalists and influencers are ready for more face-to-face interactions. While Zoom calls will likely still stay a major player in everyday logistics, it is expected that events and interviews will continue to rapidly progress to in-person settings.

“Face-to-face conversations yield more in-depth insights, and this PR shift is particularly applicable for critiques and discussions of sensitive or contentious matters,” says Entrepreneur. “However, brands should expect a rise in demand for in-person consultations and do what they can to make members of their personnel available.”

  • Ditch the Mass Pitching

Want to stand out to a specific reporter or outlet? Stop mass pitching and choose quality over quantity! Lean on a “small-batch” approach when sending pitches and leads.

“There are more PR practitioners and fewer journalists than ever before. Taking a ‘spray and pray’ approach is likely to be ineffective as journalists are looking for relevant, engaging content that is tailored to their publication,” says Beth Nunnington, VP of digital PR and content at Journey Further.

Let us know what else you expect to see in 2023 and which trends you think are SO “2022!”

Want to Be a Better People Person? Put Yourself First. Why self-awareness is so important and how you can improve yours

By: Holly Brochmann

You’re probably familiar with the term “people skills.” It’s a handy attribute both in life and in the workplace, in our industry especially. Generally, it means getting along with, relating to, and talking to people with ease – an outgoing personality vs. one that is more reserved or introverted.

A fancier term for people skills is emotional intelligence, often referred to as EQ. Emotional intelligence is the ability to understand and manage your own emotions, as well as recognize and influence the emotions of those around you. The Harvard Business Review writes that emotional intelligence has evolved into a must-have skill, is a strong predictor of performance, and that the majority of managers value EQ over IQ.

If you want to boost your EQ or sharpen your people skills, it is my belief that you must first focus on one person in particular – yourself. This may come across as a self-centered suggestion, but it is anything but. Self-awareness is a primary element of emotional intelligence and is the gateway to nurturing other relationship management skills such as empathy. It also happens to be one of my personal favorite characteristics. Unfortunately, it’s somewhat scarce. Researchers have found that although 95% of people think they’re self-aware, only 10 to 15% actually are.

Like any skill or talent, self-awareness comes easiest to those with a natural ability. But it can be developed and cultivated, and it is possible for an individual to raise their self-awareness along with their EQ overall if they recognize its value in the workplace and are committed to daily improvement practices.

Google is full of articles with tips on how to enhance self-awareness, with meditation and journaling as common suggestions. But if you are like me, it’s unrealistic to adapt these practices into your daily routine. At least at first. So try the following three mindfulness strategies instead:

1. Pay more attention. Notice your response to others, and their response to you. What bothers you the most about people? What behaviors or actions are most likely to trigger your emotions, both positive and negative? What qualities do you find yourself drawn to in associates, coworkers and friends?

2. Be curious. Ask questions of yourself and explore how and why you respond the way that you do in certain situations. Be curious about others as well – instead of jumping to conclusions, try asking yourself – how would I have responded if I were in their shoes? What is going on in their lives that might have influenced their response?

3. Identify your emotional strengths and weaknesses. Take a personality test, or better yet, ask trusted individuals who know you well to give you a list. If some of their responses surprise you, then that’s a good indicator your self-awareness could use a boost.

Warby Parker co-founder and co-CEO Neil Blumenthal said, “A workplace that encourages self-awareness is an environment where the most productive, curious, and innovative people thrive.” I wholeheartedly agree. What do YOU think?

HAPPY [you in the] New Year

By: Ann Nelson

The issue of happiness is often on the nightly news or in the newspaper. Studies show a steady decline in happiness in the United States since 2000. Certainly, we have all been bombarded with unusual and/or negative information – crime, inflation, disease, extreme weather…

How can we absorb all the negative information we get and remain positive or even happy?

Well, I think there are ways to do just that.

First, understand that there is no way we can have all the information about every situation; there just isn’t enough time to gather it all. We often will take the information we have and weave it into a scenario that is negative or hurtful or sad instead of looking for a positive meaning that also might exist. For example, if someone is rude to us or to those around us, instead of focusing on the fact that they are a jerk, we could recognize that they are insecure or hurting in some way. Show compassion, not anger.

It is easy to imagine that those two coworkers having a private conversation are talking negatively about you. Instead, be happy that they can get support from each other for whatever is going on in their lives.

Can you see the difference you can make by simply changing the way to look at things? Do not allow yourself to interpret things negatively when the reality is that it probably has nothing to do with you!

You can choose happiness! That’s right; happiness is a choice. The reality is that some days this is a lot easier than others, but if you continue to think that your circumstances need to change before you can be happy, you’ll never get there!

Put your focus on the good things in your life right now. I asked an acquaintance one morning how she was. Her reply was, “I’m good – I got a wake up call this morning!” What a great way to look at things! If you got up this morning, it’s a good day. Happiness is about your perspective – if you’re looking for reasons to be happy, you’ll probably find them. Happy people focus on the positive.

When you read about happiness, a couple of things come up every time – gratitude and generosity. These are both disciplines to practice now. If you wait for everything to be perfect to be grateful, you never will. Likewise, if you wait for more money to be generous, you will never achieve it. Be generous with your time or your talents or simply your attention. I used to keep a journal and everyday tried to write down three good things about the day. They were usually small things, like a new flower in the garden. They were sometimes bigger, personal triumphs. However, some days, the best thing about the day was that it was finally over! Even now, though I no longer write in a journal, I try to think of a few good things about the day. It is easy if you try.

If your focus is on your possessions, you will never be happy. You will always see something that is bigger, better or newer that what you have. And there will always be those people who have more. Recognize that more possessions most often mean more problems. This is not to say that wanting a better car or a job that pays you more is bad. Aspirations are good and can be healthy … just don’t place them in a position where you are sacrificing your happiness while waiting for them.

Do the things that help you stay healthy. Eat healthy, exercise regularly, go outside, get enough sleep. You all know that these things will lead to a more balanced, happy existence.

The new year looks to be a challenging time for our world, our nation and for us. Let’s pledge to keep a positive attitude, work for not only our own improvement but for the people and world around us. I contend that when we shift our focus from ourselves to help others without concern over what we might receive, we begin to experience true selfless love – and happiness.

Happy New Year!

Connecting with your Audience – Breaking the meta barrier

By: David Tetley

Public Relations and brand psychology have come a long way since their start. Small businesses and corporations have always strived to come up with new ways to relate to the public and stand out from their competitors. With the internet and social media being massively widespread, any company has a potential to advertise itself in front of another’s brand. Every business is fighting for its clients’ attention, making it harder to turn customers into loyal ones. The market has evolved and so have the consumers. So how do companies follow along?

Younger audiences are a favorite of advertisers. But today’s young people are less naïve towards advertisements and typically know when they are being sold more quickly than kids from different generations. With so many options and brands to choose, young consumers usually are more attracted to brands that they feel represent them in one way or another. That could be values like authenticity, a movement or even what is trending at the moment. What is popular will always be attractive, but there is a reason that something goes viral in the first place. There is research that suggests brand loyalty can be acquired if a company supports their potential customers’ views. Nike’s stock increased 5% back in 2018 by taking a stance with Colin Kaepernick against racism and donating $40 million to social justice organizations. It is a double-edged sword because of the risks that come with picking a side, but being catchy alone does not cut it anymore.

Views that brands support do not have to be political. Thanks to vast range of topics with large passionate audiences on the internet, ads can focus on very specific niches that are not controversial. Although young people might be harder to influence through traditional advertisements, many companies found a way to connect to the core of new audiences through social media. There are two reasons for that. The first, the newest generations, generation Z and Alpha, were born into a time where the internet was a pillar of their social life. Naturally, the amount of time they spend there is higher than any other age group. The second reason is because of companies are making ads inside the content they watch, instead of ads that will instantly drive many of them away. Instead of having an ad interrupt a video, story or TikTok, influencers add a new layer of marketing where they can advertise to their viewers a product that is most likely appropriate to the influencer’s niche audience in an entertaining way.

Influencer marketing, if done right, can break through the barrier to build brand resonance between young consumers and a brand or product. A small influencer can have a deeper connection with their followers than a large company’s expensive marketing efforts. Many big brands have opted to target their potential consumer via Snapchat and TikTok influencers paid ads because they know how inexpensive and effective it can be. Small to medium influencers can charge around $250 per ad and have it reach thousands of people that fit the product’s niche.

Social media doesn’t only facilitate connection with youth through targeted niches, it also pressures large corporations to act on important social issues. Being aware of what other brands and sponsors stand for is more important than ever. Soon, having a logo with a movement’s flag is not going to be enough. Fundraisers and charity events are becoming more prevalent by the day. Take Giving Tuesday, which is Nov. 29. It’s only been around for a decade, but its importance has grown significantly.

What Does Your Candy Craving Say About You?

By: Allison Ritter

I have always loved Halloween with the costumes and spooky decorations, but what I loved the most was the candy! The best part of the night was getting together with my sister and our friends after spending hours of trick or treating and trading candy to make sure we got plenty of our favorite treats. Whether you are a chocolate lover, peanut butter fanatic, chewy candies fan or lollipop kid, we all have our preferred candy and that got me thinking…what does our favorite candy say about our personalities. According to Halloween experts, the type of candy you crave can say a lot about you. Who knew candy could be so powerful.  

Peanut Butter Treats  

Do you prefer the irresistible peanut butter flavored treats? If so, you are probably someone people consider bold. You are confident and have a positive attitude towards life. Your motto is “everything happens for a reason.” You seek out the sunny side in people and “go with the flow” with it comes to the journeys in life.

Fruity Chewy Candies  

You are full of energy and ready to “take on the day.” You are never one to shy away from strangers and are friendly to everyone you meet. Proud of your life’s accomplishments, you never miss the opportunity to tell others about your amazing experiences. Being in social circles is how you thrive and above all, you just want to make everyone happy.

Peanuts and Caramel

If you enjoy this classic candy bar, then you’re a total people pleaser. You love to entertain and always accept new friends with open arms. Your empathy towards others makes you a great friend and you’re always reliable. Your loyalty is unmatched, sometimes maybe to a fault, but you always do the right thing in the end and would do anything for others.

Candy Corn

You either love them or hate them. If you love them, then you likely have a love-hate personality. You are very competitive and have strong feelings towards things you like and things you hate. There is no in-between with you. Honesty and loyalty are two of the top qualities you look for in friends and colleagues. Being #1 is top of mind for you.

Sour Candy

You are an outgoing risk taker and love living on the wild side. You dislike boredom and always have fun in mind. Your friends and colleagues love being around you, even though you are somewhat of a troublemaker. No matter what the challenge is, you are willing to give it a try. Some would even call you artistic, crafty and creative. Above all, you live life to the fullest.

Only Chocolate Please!!

If you prefer milk chocolate, you are a low-maintenance person with an optimistic look on life. You tend to be the wiser of your peers and err on the side of caution. It does not take much to make you happy, but change is not something you like or handle well.

If you prefer dark chocolate, chances are you are classy and sophisticated. You do not “sit on the fence” when making decisions and you tend to “stand your ground” when it comes to your opinions. In the end, you make strong decisions and are full of energy.

Bottom line, there are so many types of Halloween candy and so many types of temperaments. Does your favorite candy match your personality? HAPPY HALLOWEEN!!

The Perfect Recipe for PR

By: Riley Carney

Who doesn’t love a freshly baked cookie? One of my favorite hobbies is baking. All you have to do is follow the recipe to create a tasty cookie. Sounds easy, right? But, if you miss an ingredient, forget a step, or don’t measure correctly – the final product could be a decidedly un-tasty cookie. This weekend, while baking chocolate chip cookies, it struck me how many similarities there are between baking and public relations. 

1. Plan out the details. In baking, you need to double check that you have all the ingredients before starting, or, chances are, when you are ready to bake, you will be missing a key part of the recipe. 

In public relations, getting the details right is key to a great outcome. In media relations, the best way to get coverage for our clients is to plan ahead and reach out early or we risk the topic losing relevance. For event logistics, detailed planning is the recipe for success. Planning a 400-person fundraiser event can’t be done in a week; it takes a detailed project plan and timeline.

2. Be patient. The hardest part of baking is waiting for the cookies to bake. The delicious smell drifts through the house, and your stomach starts to grumble, but there are still five minutes on the timer, and you have to sit on your hands; so you don’t pull out raw cookies.

In public relations, waiting is always part of the process. Whether we are waiting on media availability or waiting on a client to respond, our work requires patience. At HBI, we coordinate many events and the key to client satisfaction is careful listening, attention to detail, and the patience to follow through on the plan. Prepping for events usually begins at least six months to a year before an event. In order to see it come to fruition, you have to follow the plan and wait for results. 

3. Share the end result. The best part of baking is sharing the dessert and seeing others enjoy it. There’s not much better than biting into a warm cookie and feeling the warmth go through your body and seeing others enjoy the same feeling.

The same is true with public relations – the best part is seeing a client happy with our results. Whether it is getting a client featured in a news segment or planning a successful fundraising event, a happy client is why we do what we do. So, the next time you begin work on a client project, think about baking chocolate chip cookies – not only is it fun to think about cookies, but it is also the key to accomplishing your client’s PR goals! 

Working in the Corporate World as a Gen-Z Latino  

By: Manny Portillo

The summer after I graduated high school in 2015, I scored an internship with CNN’s image and sound department through the Turner Voices program, a part of Turner Broadcasting’s corporate social responsibility department. The goal of the program was to get students excited about the behind-the-scenes opportunities in television broadcasting. To supplement what they could not teach us in person, they gave us a book, “They Don’t Teach Corporate in College,” but no one read it.

That was seven years ago, and the then fresh faces of the 2015 Turner Voices interns have mostly graduated, continued into grad school, or begun the arduous journey of assimilating into the world of corporate America.

That got me thinking, what would I, a Gen-Z Latino, have benefited from knowing at the tender age of 22, entering the workforce?

Who is Gen-Z?

Gen-Z is the next cohort of publicists, marketers, doctors, and engineers born after 1997 – the same year James Cameron’s Titanic was released.

My generation looks a little different than the ones before us. According to the Pew Research Center, Gen-Z is more racially and ethnically diverse. We are digital natives, and we are projected to be the most educated. Nearly 60 percent of 18–21-year-olds are enrolled in college.

On social issues, Gen-Z has progressive ideologies, much like the previous generation, the millennials, and much different from the more conservative Baby Boom generation.

Gen-Z is not only bringing a more diverse, progressive, and educated group into the workforce, but one that has grown up with technology, thus the term “digital natives.”

Latinos in the workforce

Latinos are growing rapidly in the general population and in the workforce. The U.S. Department of Labor projects that by the year 2030 there will be 35.9 million Hispanics in the U.S. workforce — triple the amount in 1990, when there were an estimated 10.7 million Hispanic workers. So, by 2030, one of every five workers in the U.S. will be Hispanic.

As the Hispanic workforce continues to grow, we will bring our cultural perspective to both white- and blue-collar jobs.

My tips for Gen-Z Latinos

In my career so far, I’ve learned a thing or two about maneuvering in the corporate environment. Here are my tips for Gen-Z Latinos entering the workforce:

El que busca encuentra
He who searches finds

When you think of the word “corporate,” you don’t think of someone who looks like you. That doesn’t mean you don’t belong there. With more Latinos entering the corporate world, including PR and marketing, you shouldn’t lose your raíces (roots) trying to fit the mold.

Market yourself for who you are. Start by making a list of what sets you apart from everyone else, hard and soft skills, languages you know, and any certifications you might have.

As Gen-Z Latinos, we are tasked with being the liaisons between our community and corporate America. What does this mean? This means speaking up about the importance of the Latino market to decision-makers, and those who might not be aware of the Latino market’s size.

While shedding some of your Latino layers might seem like the easy way to get your foot in the door, you’d also be shedding important insight that you bring to the table. The Latino market is here to stay; keeping your roots close will make you a stand-out star well into the future.

El que nace pa’tamal, del cielo le caen las hojas
He who is born to make tamales, leaves fall from the sky (find your niche)

Nobody wants to be bad at anything, but we can’t all be good at everything. When I first started my PR career, I went in with the mindset that I could do PR for anyone and everyone. While that’s a great goal to have, I knew being right out of college going to make it hard.

Pick a field of expertise — this could be nonprofits, entertainment, or something else. Your first choice might not come naturally, and you may discover that specific sector is not for you. It’s perfectly fine to dabble in different areas until you find the right fit for you. Whether or not you are good at working in a specific sector doesn’t mean you won’t learn something from it.

A acocote nuevo, tlachiquero viejo
A new acocote, old tlachiquero (learn from the experts – find a mentor)

There is quite a bit that you know by being you and having the life experience that you can bring to the table. However, you are still new to the game. Try to find someone with more experience and be their chicle (bubble gum). Don’t drive them crazy but ask them for advice and guidance or better yet, ask them to be your mentor.

While the Latino population is increasing, we still make up a small percentage of professionals in PR and marketing, about 10.5 percent. If you can, find a Latin mentor.

Caminando y meando, pa’no hacer charco
Walk and pee, so you don’t make a puddle (stick to your word and do it)

Building your career isn’t going to be easy. There should be plenty of opportunities to show what you are capable of, but you have to give it your all.

If your supervisor asks for your thoughts/ideas on a specific project, volunteer to take on the project. Follow through and ask for help when you’re stuck. That is vital to keeping you in good standing with your peers.

Más sabe el diablo por viejo que por diablo
The devil knows more for being old than for being the devil (you’ll get wiser with age)

At the end of the day, you’ll make plenty of mistakes in your career. That is normal and you’ll learn from those mistakes. Most importantly, keep your head up and get back at it! The more experience you gain will help you in the long run.

The corporate world may seem daunting from the diverse perspective of a Gen-Zer. The glass skyscrapers used to house cubicle offices could even be described as obelisks to the way the business has been conducted for decades.

After almost a decade of “They Don’t Teach Corporate in College” collecting dust on my shelves, I picked it up and looked through it. The book touches on co-worker relationships, networking, and business faux pas. All very important things. However, while they don’t teach you corporate in college, you sometimes have to put the book down and get to work.

Events are an HBI Specialty

By: Mark Meltzer

Fall is around the corner, and with it a busy events season for Hope-Beckham.

HBI has a long history of putting on special events, both for our for-profit and nonprofit clients.

For the for-profit companies, we’ve done building openings, VIP receptions, press conferences and other announcements. We did a very cool, celebrity-packed vaccine rally last summer.

One big way we help our nonprofit clients is to plan and coordinate their annual fundraisers. We start by putting together elite-level host committees to spearhead fundraising efforts, then we plan the event from invitations to videos to writing speeches for the organization leaders. And of course, we publicize it.

We have four such events coming up, starting with the Aug. 25 “Morning of Hope” for St. Vincent de Paul Georgia. We’ll follow that Sept. 1 with the “Big Game Ball” for the National Down Syndrome Congress, marking the kickoff of the 2022-23 College Football season and the opening games featuring Georgia, Clemson, Oregon and Tech.

On Sept. 22 we’re honored to present the “Bill Foege Global Health Awards” on behalf of MAP International honoring individuals and organizations that have made outstanding contributions to global health.

And on Oct. 17th we have the “Evening in the End Zone,” for the Lions Lighthouse Foundation at the College Football Hall of Fame. This event will honor the 2021 Georgia National Championship team as well as the 1980 championship team.

We also completed a very successful “Community Champions Awards” this spring for nonprofit Christian City and we are planning the annual gala in February for the 100 Black Men of Atlanta, the group’s first live gala since 2019.

Why have HBI plan and stage your event? First and foremost, it takes an enormous amount of work off your staff, because putting on an event for hundreds of people takes a lot of time.

Second, our team knows how to do a polished, professional event with all the key elements, from creating a compelling theme to making sure attendees, in addition to having fun and meeting great people, leave with a very good idea what your organization does and why they should support it.

Third, and perhaps most importantly, we’ll maximize the donations and contributions your organization receives. In some cases, we can help you raise $100,000, $200,000, even hundreds of thousands more than you could on your own.

That’s because we know who to invite to join the host committee — Atlanta leaders who will commit to the cause, make a personal contribution, and successfully solicit contributions from their friends and associates. We also help the committee stay on track with regular progress meetings.

Are you getting ready to put on your gala and would like our help? Let’s talk.

More Hispanics Opting for English 

By: Gina Espinosa-Meltzer

By now it’s no secret that the Hispanic population of the U.S. is growing rapidly. According to the most recent census, there are more than 62 million Latinos in this country, representing nearly one in five Americans. 

But there’s an important change within the Hispanic market that not many may know about.

More than half (55%) are now English dominant, preferring to consume content not in Spanish but in English. They’re bilingual and bicultural, proud of their Hispanic culture and roots. They just prefer English. 

That group consists of Latinos who were born in the U.S., plus those who were brought here as children, at age 10 or younger. 

Another 17% of Latinos in this country do not speak Spanish at all. These are the children of immigrants to the U.S. So, the English-dominant and English-only groups make up 72% of U.S. Hispanics. 

Because of this trend, our client Mundo Hispanico, the largest certified-minority-owned bilingual and bicultural digital media platform in the country, announced it’s rebranding to MundoNow, to address that segment within the Latin market.

If you’re publishing stories, podcasts and video like MundoNow does, this is pretty important. Up until last year, Mundo, then known as Mundo Hispanico, published only in Spanish. Last year they added English language content, and it already makes up 20% of its page views.  

With 72% of Latinos now preferring content in English, that leaves just 28% who prefer content in Spanish, and that number is shrinking. That trend poses a particular challenge to U.S. media outlets such as Univision and Telemundo, which are Spanish-only. The challenge is to grow their businesses while holding onto their Spanish-dominant audience. 

For businesses that want to connect to the 62 million U.S. Hispanics — and if they want to grow, why would they not? — this shift is very important. It means their outreach and messaging must be in both English and Spanish, culturally friendly and appropriate. 

Think about that. How many of your customers are Hispanic? How many of your employees? How many of the small businesses you work with are Hispanic-owned? You may not even know the answers, but it’s likely a sizable and growing number for each. 

Let’s start a conversation about this. And let’s discuss how I and our team here at HBI can help you with your marketing and communications. You can reach me at: gespinosa@hopebeckham.com, or at 404-229-4540. 

Great Storytelling Never Changes

By: Bob Hope

The world changes, but great storytelling never does.

I have more experience in public relations and communications than anyone else on earth. That’s not bragging. It is just the way it is.

After all, I started working in public relations when I was in college and became public relations director of the Atlanta Braves at age 24, immediately dealing with hundreds of media who were traveling with Hank Aaron during his chase of the all-time home run record. That counts for dog years of experience. Then, I worked directly for Ted Turner during the “make me famous” phase of his life. That counts for hyper dog years. I also worked for years in New York City at the top level of the largest public relations agency in the world, and my specialty was dealing with big-name CEOs, so that adds up to even more dog years of experience. So, conservatively, in a normal world, I have abnormal experiences. It is fair to say I have well over a century of experiences jammed into a half-century of working in communication. So, I must have learned something or at least developed some seasoned observations.

So, here are 10:

  1. There are good leaders and bad ones. The good ones typically know how to communicate well. Management and leadership are nothing more than being able to communicate well. Think about the kids’ game of telephone, where a group sits in a circle and whispers a message from one to the next until it circles the room. In the end, the message that started is typically distorted and nowhere close to the one that started. Now, think of the CEO at the top of a company with hundreds or even thousands of employees. If the message at the top isn’t clear, there is no way it will make it to the workers. It is all about communication.

  2. If you are a leader, there is no such thing as a casual or inconsequential comment. Because of your leadership position, people tend to listen and react to what you say. Don’t take that for granted. There is power in your words.

  3. If you are speaking to a crowd, realize that the attention span of the average person is seven minutes, and everyone isn’t on the same time clock. You need to get the attention of the group and keep their attention. So, every seven minutes, it is necessary to reset their clocks, even by saying something like, “Listen closely to what I am about to say; it is very important.”

  4. Some words are much more impactful than others. The average movie contains about 30,000 words. Yet, one sentence from a movie can live on in memories while others are forgotten. “Make my day…… Frankly my dear…. There’s no crying in baseball.” Try to master the art of creating a memorable phrase. We go on a “wild goose chase” or “break the ice” at the start of a meeting or think “love is blind” because Shakespeare told us those things 400 years ago.

  5. A big idea is in the eye of the beholder. Something similar is said about beauty. Sometimes ordinary ideas can be great simply because of the passion and power that are put behind them.  

  6. Fame has power. If you aren’t famous, you chase down opportunities one at a time. If you are famous, the world comes to you. It is much easier to have people line up and present opportunities to you than to chase them down one at a time.

  7. Great stories take on lives of their own. We too often worry about how to communicate rather than what to communicate. The power is in the message.

  8. Organizations are like people. They have distinct personalities based on more than what product they sell. In a competitive environment, the most beloved company most often wins.

  9. Newspapers are still alive and well. It is popular to say that the newspaper industry is dying, and in fact, the industry is changing. However, because of the internet, newspapers have more readers today than in the past. Also, business leaders sometimes say they don’t care about the local newspaper because of their perception that people don’t read it. One thing they can count on is that every one of their employees will read it if the news is about their company. Newspapers still have power, and mainstream media still leads and prioritizes the news.

  10. Creativity makes a huge difference when communicating and motivating. In a cluttered media world, the clever phrase or approach is needed more today than ever before. P.T. Barnham wrote a paper called, “The Art of Publicity,” which is an education in creativity. He wrote about his opening the P.T. Barnham Museum in New York and how he did everything smart marketers told him to do – ran ads, gave out free tickets, passed out flyers. They didn’t work, and then his money ran out. What he did to make the museum successful teaches more about marketing than any four-year degree. Brilliant.

Good communication is at the heart of informing, motivating, inspiring, creating devotion, love, and reaction. Bill Gates is famous in the PR industry for saying that he would spend his last dollar on PR and that telling the story of any product is at the core of success. That makes perfect sense. It is amazing how some corporate leaders understand that and others don’t.