Five Skills for Exceptional PR

“What exactly do you DO?” It’s a question us PR folk hear frequently, most often from parents, acquaintances, and high school friends, (siblings stopped asking moons ago), those who aren’t in our professional circles and are several industries removed from those that consume me daily. Some of my favorite people in the world are as far away from my profession as you can imagine — they plant and sell trees, design and sell jewelry, build houses from dirt, teach children with disabilities to read, and support women in their right to choose whatever it is they want to choose. Yummy professions that I love to talk about, yet most of those folks don’t know exactly what I do, and I love them for it.

But there’s a crop of people who need to have a firm grasp on what we do and why: those who want to work in PR. We’re growing, searching for more great people to round out the incredible team we already have here. We’ve worked with interns who have not studied communications but get it and excel immediately, and those who are graduating with “Public Relations” inked on their diplomas who don’t like to write. Curious. We’ve had senior team members give us and our clients their skills, enthusiasm and loyalty, and those who take their business relationships for granted (the proverbial match to the bridge in most books).

The process of building our team has sparked some interesting discussions here about what it takes to succeed long term in our profession, and the nuances we look for in candidates new and seasoned. We’re a protective bunch (over our clients and our team) and because my partner and I have been successful for two decades and still love what we do, we thought it right to share some of our learnings. For success in our field, we’re looking for a blend of talent, passion, integrity, respect and humor. Let’s break it down:

1. Talent. Obvious, right? The skills needed for PR are different from those required in other professions, but would serve you well anywhere. You need to be an incredible multitasker, intelligent, creative, tenacious, thoughtful, organized, and calm. Yes, calm. It gets pretty harried in our line of work, and you have to keep it cool. There’s also a lot of activity in the brain every moment, and you need clarity and organization.
2. Passion: You need to really care. Really. It’s not just a product we’re promoting, it’s our client partner, and our success is directly tied to their success. Their wins are our wins. Their happy customers make us happy. We absolutely HAVE to care about that. If you don’t get excited when you land a great story or hear “great idea” from your client fairly often, you’re in the wrong field. It’s simple, really.
3. Integrity. We all have this, right? Well… The PR profession is famously knocked for its lack of integrity. I’ve not experienced the horrific stories reporters tell about PR pros in the two decades I’ve spent here. Have we all made mistakes? Sure. Human nature, folks. But we’re doing exceptional work to promote exceptional products, strategies and people, and it’s coming from a place of genuine integrity.
4. Respect. Again, sounds obvious but boy have we seen some things here! We don’t take a single thing for granted. Companies and clients are entrusting us to do great work for them. We do it. We appreciate that they’ve given us an opportunity to help grow their businesses. They’re spending valuable resources on our brain power, we love that and we appreciate it very much. We thank them for their trust, we deliver what we say we’re going to deliver. And if this respect isn’t bi-directional, then we bid adieu, because we also respect ourselves and our teams in equal measure.
5. Humor. Critical. I’m not sure what more needs to be said. You absolutely have to laugh at yourself, make light of situations, and keep it all in perspective. Life is funny all around you. Lighten up.

We’re looking for a few new talents to join our team. If you have the above chops, and enjoy collaboration and challenge, flexibility and fun, then give us a call!

CES, here we come…

Photo Credit: The Verge, 2012

The Concept team is heading to CES this week for five days of technology awesomeness, brought to you in the form of new gadgets and services on display from our fabulous client partners. For more than a decade, we’ve watched the tech industry evolve through innovations introduced at this incredible show.

CES will again deliver a constant kaleidoscope of LED lights, live and digital music blasts, digital screens of every size, and an early look into the technologies that will change the way we watch TV, discover new music, connect with friends, increase our productivity, and generally live a truly digital lifestyle. It’s Mecca for our team and almost everyone we know professionally, and while we all are often exhausted in the march up to the show, once we’re there it’s game on and everyone is pumped!

This year, Concept is proud to represent seven clients at the show, where we’ll help separate their products and services from the thousands of others on display on the floor and in private meeting suites. Gracenote, Ceton and Dune HD are introducing home entertainment devices and services that are absolutely game changing. From automated content recognition in the TV programs we love, to integrated services that finally deliver on the whole-home entertainment promise, these companies will put the highest quality, personalized content in front of us on the device or screen we want. I love my TV, and the products these three companies are showing are fulfilling my vision for home entertainment nirvana. I can’t wait to both promote and consume what they’re showing this week.

MasterImage 3D and DXG are putting 3D technologies in our hands by way of mobile gadgets, and they allay any reservations about the future of 3D in our lives. Last year’s 3D CES obsession is this year’s practical implementation of something real, exciting, and value-add for all of us. While Making Fun is doing exactly what its name promises, with new mobile and social games that delight consumers and give companies like Zynga some real competition. And client Rosetta Marketing is sending one of their many super-smart consumer tech leads to speak about SmartTVs and their impact on the CE industry and consumer consumption.

The thought of seeing all of these technologies live and in one (tremendously vast) environment has us completely fired up! With these seven companies setting standards in consumer tech, the thought of the other several thousand product innovations — coupled with a stronger economy and broadening of investor support — will likely make the 2012 CES the best one we’ve experienced.

Here’s where you’ll find Concept and our clients at the show this week. Stop in, say hi, sit back and watch some mind-blowing demos, and then put your aching feet up and join us for a martini! Somehow, CES goers always find time for tons of fun. Isn’t that what cool new tech is really all about?

South Hall, Upper Level, Booth 31106

Las Vegas Hilton, Hospitality Suite 2165

South Hall, Ground Level, Booth 21445

South Hall, Upper Level, Booth 31825

Encore Hotel, Private Meeting Suite

South Hall, Lower Level, Booth 21727

Speaking at Parks Associates Connections Conference,  South Hall S204-205, Tuesday 9:30am

Cheating on our Website with Facebook

Concept is populating a shiny new Facebook Page for our business, which showcases our clients and successes, goings on, team, news, points of view, and other goodness. As we’ve spent time on it this past week, posting and uploading, writing and customizing, we’ve commented to one another how easy and fun it’s been to build it out. (The kind of fun that has me working into the wee hours when my client work has long gone to bed.)

But now that we’re nearing launch phase, I’ve started to wonder, isn’t this all on our Website? And that was my husband’s first question when I asked him to come take a look. While I was hoping for a  simple, “Wow, honey, that looks great!” I didn’t get that, and instead defined why a Website works with Facebook, rather than in place of. (My husband is a great “so what?” meter.)

My description of the evolution of communications and the way people engage with brands today didn’t quite do it for him. But then I drew the smile, head nod, and “yeah, that looks great, honey!” with the following comment: To ensure people are reading our blog and staying informed on our company, they need to come to our site, or subscribe to our RSS feed, which few traditionally do for small and medium sized businesses. With Facebook, our content appears in front of our audiences, where they already are, without asking a single thing of them.

We’ve seen dynamic communication and audience growth work well for our clients through the Facebook Pages we manage. Now it’s our turn! And what about your business? If you’ve asked yourself about the virtues of Facebook vs. your Website or blog, consider the following:

1. Replace your Newsletter:  Are you doing a company newsletter? Consider replacing or augmenting it with content on Facebook. Invite the same people on your mailing list to join your Page. You’ll likely receive more Likes and Comments than you would have in replies to the newsletter.
2. Make a Great First Impression: Facebook is becoming the de facto place for people to look for and at your company (like LinkedIn replacing resumes). It has the power to replace a Website for quick introductions and information. Let your Facebook Page be the first impression you make about your business, brand values, mission and work quality.
3. Extend your Company Voice:  Are you looking for ways to develop or extend your company’s unique point of view and brand? We love the new Facebook feature that allows you to edit as your brand, so your Likes and Comments appear from your branded Page, rather than individual person, giving your company its own voice.
4. Stay in Front of your Audience:  Nearly 1/3 of the world’s population is on Facebook, including most of your friends and family, colleagues and business prospects. They’re already there, and your brand can be there as well, speaking to them, asking questions, sharing content and starting conversations.
5. Separate Business and Pleasure:  Do you blur the line a bit between business and pleasure on Facebook, but don’t like spamming your pals with corporate promos? Facebook Pages (rather than Profiles) let you keep personal it its place so you’re not mixing biz speak with photos of your kids.

So yes, this content is all on our Website, but you’re all on Facebook. We still love our Website, as we do our blog and LinkedIn profiles and Twitter feeds, but Facebook is dynamic and interactive and allows for easy updates and conversations. We’re  excited to engage with our friends, colleagues, clients and prospects through another channel, and show potentially the world what it is we do. We do realize “the world” will not be Friending our Page — but it’s there for them regardless, and that’s the point.

Now don’t worry, blog, you’re the first one I turned to for this post — but only because you so smoothly populate our Facebook and Twitter feeds automatically. If you didn’t do that, well, our parting would be such sweet sorrow.

Concept Co-Founder Veronica Skelton Named Top 100 San Francisco PR Pros

Our very own Veronica Skelton, co-founder and managing director of Concept Communications, was recognized as a top 100 San Francisco Public Relations Professional by Sparkah.com! Congrats, Veronica!

Sparkah.com selected its top 100 pros as folks who not only understand the value of traditional media relations but also have great relationships with key bloggers and influencers across the Web. Veronica’s extensive background in technology and years of experience developing relationships with all types of media, made her an obvious choice for Sparkah.com.

A little more about Veronica’s background and why she’s made such a name for herself in San Francisco:

Veronica has a unique mixture of journalism, in-house, agency, consulting, and global business experience. She has managed the PR needs of organizations throughout the world, from Fortune 100 companies to the smallest of start-ups. Based in San Francisco and a native of ‘The City,’ Veronica has been in the PR industry for nearly two decades. Her roots as an award-winning college journalist led her into the PR world, and she is known for bringing high enthusiasm, integrity, good instincts and resourcefulness to her work ever since. Her experience backpacking around the world – twice – has also given her a unique perspective on people, the media, and the global economy. Both a former Canadian and a former collegiate water polo goalie, Veronica combines a socialistic, team-oriented attitude with a tinge of toughness (she’s had her nose broken after all!)

A co-founder of Concept, Veronica heads up the Gracenote account. Past Concept client works includes DivX, TripIt, TravelPost, Transpera, HomePages, AllBusiness, UpTake, MetroLyrics, Praized Media and FrameFree. She has held agency positions with Porter Novelli in Los Angeles, and Wilson McHenry Company in the Bay Area, and held an in-house corporate communications position at Intuit. Veronica is formerly the Vice President of the Public Relations Society of America – San Francisco Chapter, and was recently the Publicity Chair for INFORUM in San Francisco, the division of The Commonwealth Club for people in their 20’s and 30’s.

Follow Veronica on Twitter @veronicaskelton.

CES 2011 Media Poll: Get Show News the Way You Want It

Calling on all media friends!

We at Concept Communications have attended CES for more than a decade with our clients, and each year we try to hone our communications with the media to ensure that you and our teams have a successful show. We want to make your jobs easier!

We are taking a very quick poll on how you, the media, like to receive and discuss news before and during CES.

For every response we receive, Concept Communications will donate $5 to Computers for Youth, an organization dedicated to improving technology resources available to low income school children.

Thank you for taking a minute out of your busy day to participate!

CLICK HERE TO TAKE THE SURVEY.

Razorfish Selects Concept Communications as Agency of Record

Senior Team to Execute Strategic PR Program for Top Digital Agency

SEATTLE, Oct. 13, 2009 – Razorfish, one of the world’s largest digital agencies, has hired Concept Communications as agency of record to implement a public relations program that enhances Razorfish’s market leadership position. Concept will support the Razorfish brand through the promotion of significant activities, such as the launch of new services and thought leadership, across both traditional and social media.

Razorfish has emerged as a power agency in the digital arena, responsible for campaigns and applications that create new standards in marketing. The agency, which employs over 2,000 people across 19 offices worldwide, helps its Fortune 500 clients harness the power of technology and digital media to drive business results.

Concept’s strategy is to assemble custom teams from a stable of accomplished professionals in marketing, media and technology. Tailored for Razorfish, the Concept team has deep experience in vertical industries such as automotive, entertainment, financial services, healthcare, retail, technology and travel, and will focus on Razorfish operations in the United States, adding international markets as needed.

The hiring of a new PR agency comes after an extensive RFP process, which involved an in-depth look at the capabilities of several firms.

David Deal, vice president of marketing at Razorfish, said, “The Concept team impressed us with their depth of understanding of our business and client industries, a precise focus on how we need to tell our story, and an impressive senior team that handles both strategy and execution. We’re very excited that Concept Communications will help Razorfish strengthen our market leadership and brand.”

“Razorfish is a visionary agency with a compelling story of leadership and innovation, and this is a great time for them to tell it,” said Samantha Steinwinder, co-founder and managing director of Concept Communications. “We handpicked our team to align strategically with their objectives and are proud to have been selected as the partner who can best package and promote Razorfish’s inherent strengths as a digital marketing agency.”

About Concept Communications
Concept Communications is a unique public relations firm with a modern business model, employing a virtual network of senior communications professionals from across the country. The Concept team holds deep experience in marketing, traditional and social media, consumer goods, Web-based and small business services, mobile, enterprise software and various vertical industries. Concept has managed global and domestic communications programs for leading brands and emerging start-ups, and has delivered effective communications campaigns that impact sales, partnerships and perception since the early ‘90s. For more information on Concept Communications visit http://www.conceptpr.net.

About Razorfish
Razorfish is one of the largest interactive marketing and technology companies in the world. With a demonstrated commitment to innovation, Razorfish counsels its clients on how to leverage digital channels such as the Web, mobile devices, in-store technologies and other emerging media to engage people, build brand loyalty and provide excellent customer service. The company is increasingly advising marketers on Social Influence Marketing, its approach for employing social media and social influencers to achieve the marketing and business needs of an organization. Its award-winning client teams provide solutions through their strategic counsel, digital advertising and content creation, media buying, analytics, technology and user experience. Razorfish has offices in markets across the United States, and in Australia, China, France, Germany, Japan, Spain and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, Levi Strauss & Co., McDonald’s and Starwood Hotels. Visit www.razorfish.com for more information. Follow Razorfish on Twitter at @razorfish.

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Contacts: 
Samantha Steinwinder, Concept Communications, samantha@conceptpr.net, 206-760-9809  
David Deal, Razorfish, david.deal@razorfish.com, 312-696-5056