Sarah Sanders Set Spokesperson Standard

(Originally published at CommPRO.biz, 6/15/19)

You may neither have liked what she said or how she said it, nor for or to whom. But on the eve of her departure, it’s difficult to deny Sarah Sanders’ effectiveness as President Trump’s trumpet.

Whether out of Divine ordinance (“God wanted Donald Trump to be President”) or human obstinance, Sander’s relentless—often disingenuous—advocacy of the President’s policies and her dogged defense of her boss certainly deserves his praise and affection… as well as the grudging admiration of fellow Spokespeople.

In 23 months as White House Spokesperson, Sanders, 36, gained prominence as one of Trump’s most loyal and longest-serving top officials.

While many people (including this author) will have difficulty separating her performance from her politics and her loyalty from her likeability, an objective look at what she did and how she did it—instead of for whom—can reveal a lot about Spokesperson “do’s” and “don’ts”.

Beyond the community of professional communicators, there’s some confusion regarding Spokesperson duties and responsibilities. Indeed, the title itself has many variations: Media Relations Officer, Public Affairs Officer, Press Secretary, Chief Communicator, etc. Regardless of title and detailed duties, the position requires a suitably qualified professional to:

• Serve as “the voice” of an organization
• Clearly communicate and represent the organization’s priorities
• Defend and uphold the organization’s policies and/or programs
• Reflect the organization’s and/or leader’s philosophy

By these standards, Sanders’ performance wins a Gold Medal: She consistently reinforced the President’s messages; she tenaciously deflected criticism of his policies; she unfailingly promoted his priorities. And as we witnessed in her infrequent press conferences, she enthusiastically reflected his disdain for, and mistrust of, the media.

During her tenure (taking cues from her boss), Sanders successfully squelched media engagement with, and access to, the White House. According to The Washington Post, “In January, the White House set a record for the longest stretch in modern history without a news briefing, 41 days. It set another record, 42 days, in March, followed by a third streak that reached 94 days on June 13th.” 

Under Sanders, The Post opined, “The principal function of a press secretary—representing the White House in media briefings—all but ceased to exist.”

Led by her boss’ example, Sanders energetically eschewed formal media interaction, preferring brief “gaggles” that happened when and where she wanted. When compelled to engage, Sanders played a savvy shell game, shrewdly redirecting reporters’ attention by pushing back on their questions, publicly embarrassing them, and threatening to revoke their access.

Sanders’ lack of accessibility and controlled interactions generated a smokescreen within which POTUS operated. Deftly diverting, distracting and discounting the media whom she was supposed to serve, the smooth-talking Southern storyteller defined the narrative and dictated the pace of White House media relations.

If you have the stomach to strip away her dissembling, her smugness, her sarcasm, and her self-righteousness, you could concede that Sarah Sanders had a virtuoso performance as White House Spokesperson. She did precisely what the President required: Engaged in media machinations to alleviate his tribulations.

A Ongoing Lesson in Viral Social Media and Online Corporate Presence

Here's an update regarding my ongoing social media campaign to alert people about Mariden USA, the unscrupulous travel company with whom Heather, her students and I contracted to travel to Italy and Greece this past April.

There are larger lessons in this post about the power of viral social media and how responsible companies should respond to online feedback.

Early this morning I got an email from a teacher in Cecil County, MD, who received similar detestable customer service from Mariden USA. She saw my review on Yelp and contacted me to learn more details of our terrible experience. I eagerly shared the details, knowing that the more facts we share about Mariden USA's business practices, the more likely people will steer clear of contracting with them.

From a social media perspective, this information campaign is proving successful. People are getting valuable information, and sharing the facts has put Mariden USA on the defensive. But rather than react as a responsible would, or should, in this digital age, Mariden USA has resorted to the tired old strategy of maligning their accusers.

In terms of online corporate presence, Mariden USA has handled this as clumsily as it handled the planning and execution of our trip. Mariden USA has a Facebook page, but has disallowed comments. A company with nothing to hide freely invites comments.

On Mariden USA's website, all the testimonials are glowing. Yet a simple Google search reveals poor reviews (mine and others). This inconsistency merely underscores Mariden USA's duplicity.

Ask yourself: Does any company have 100% customer satisfaction? By seeking to hide or squelch truthful accounts of poor customer service, Mariden USA not only blinds itself to dissatisfied customers, but it also eliminates the opportunity to improve its customer service.

Egregious, Unforgivable Typos Drive Me Crazy

OK, so I haven't blogged since June. It's not like I have legions of followers eagerly awaiting whatever words I convey through the blogosphere. I mean, there are enough blogoprophets already. If you're seeking something profound, read the Bible. Or Mad magazine.

And now, to my irregularly scheduled blog entry.

Today's topic: Egregious typos.

All these social media outlets have allowed "Everyman" to vomit more writing into the world--most of it worthless unreadable crap that punishes the eyes as it confuses the mind. Making matters worse, along with proper grammar, many of these would-be Heming(no)ways have wantonly disobeyed the sacrosanct rules of proper spelling: Your has become UR, night nite, tomorrow tmrw; the list goes on.

I've made my peace with the execrable spelling that emanates, like a putrid mist, from social media. But when I see a typo in a press release from a reputable organization, it really steams my windows.

Today's disappointment comes from Consumer Reports, which posted at PR Newswire this winner.

If you didn't jump at the click, you missed the use of the word 'waiver' when clearly 'waver' is the right word. But I won't throw the writer under the bus; instead, let's aim for the editors who missed this misuse: That is, the editors at Consumer Reports and the editors at PR Newswire. Shame on you all.

Thoughts on Father's Day

Seven years ago tomorrow I became a father. My daughter was born on Father's Day in 2002. On that auspicious day I wasn't ready to become a father. At the time, I didn't understand how becoming a father would transform my life. As the years have passed I have grown to understand and appreciate the challenges and rewards of fatherhood.

Being the father of a daughter is particularly challenging: Although divorced from my daughter's mother, I nevertheless treat her respectfully. Now remarried, I treat my current wife with love and respect. In all my relationships with the women in my life and those in my daughter's life, I seek to model behavior which my daughter will learn to recognize as the way she should expect to be treated by the men in her life.

Although my daughter may never realize it, her presence in my life has made me a better man, a better husband, and a better son. That's the best Father's Day gift of all.

One Whirlwind Day in Singapore

Here's a recap of my first day of touring in Singapore--a very easy city to navigate, with excellent, safe and reliable public transportation.

Mounting the Singapore Airlines "hop-on, hop-off" bus at Stop #10 (and lamenting yet again that I did not take SIA, as a boarding pass gives you a significantly discounted rate), I took advantage of the air-conditioned bus that conveys tourists all around downtown and allows infinite on and off privileges for the one-day ticket. It has a convenient schedule and hits all the major tourist (and shopping) spots.

My first stop (#14) was the lush and verdant Singapore Botanic Gardens. I toured the Ginger Garden, took in the National Orchid Museum, and walked around the beautifully manicured paths. After an hour or so, I got back on the bus (thankful for the A/C) and took it to Little India (Stop #21). If shopping is your thing, you'll prefer Stop #20, Orchard Street, where Singapore's lavish wealth is prominently on display.

Walking on Little india's crowded, exotically scented streets, I visited several temples, all of which were packed with worshippers who didn't mind the presence of a tourist. I remembered to give token donations at all the temples I visited. All that religion got me hungry, so I adjourned to a local establishment (randomly selected) to eat a authentic and simply delicious Indian meal. I lamented to the owner (whom I thought understood me) that I cannot get Indian food as good as his in the U.S.)

Although by this point the sun was at its apex, beating down mercilessly, I walked down Syed Alawi Street towards the Sultan Mosque. It was a little hard to find, but I asked a local who answered me in "Singlish"--the unique patois of Singaporean and English that I somehow understood.

I walked down and around Arab Street, a pedestrian mall that's a slice of the MIddle East in the Far East. I haggled somewhat lethargically with a few vendors selling beautiful fabrics, scarves and pashminas. By that time I needed a snack, so I (again) randomly selected a cafe and ordered a authentic plate of hummus and pita. After that I picked up the bus at the Golden Landmark hotel and thought about calling it a day.

On a whim, instead I alighted at Stop #2, the Singapore Flyer. It's so new that my guidebook didn't mention it. While the ride is expensive and touristy, it's definitely worth it, and especially on my first day in Singapore--if only to get a sense of the sheer size of the city. It's a half hour--I skipped, of course, the gift shop and the overpriced mall at the base of the Flyer--and got back on the bus to Stop #10, and took it back to my hotel for a well-earned rest.

That's a eight-hour day of touring in Singapore, and I barely scratched the surface, missing Chinatown, the Merlion, the Museum of Asian Civilizations, etc. Well, there's always tomorrow.

Thank you, British Airways

Consumers have from the beginning of consumerism chosen every day where to invest our dollars, ducats, or denarii. We ought not overlook the power of that choice.

With that truism in mind, here's the story of how and why I chose British Airways for my imminent trip to Singapore. The story illustrates both the power of an educated consumer as well as the psychological impact of attentive and personalized customer service.

Several airlines fly the Boston-Europe-Singapore route, including U.S. and non-U.S. flag carriers. I chose British Airways because of the following reasons:

1) Convenience: The fight I chose leaves Boston in the morning and arrives at Heathrow shortly after 7 p.m local time. It departs shortly after 9 p.m. and arrives in Singapore Friday evening at 5 p.m local time. This minimizes layover time and the disruption of my normal biorhythms. The schedules of other carriers were simply not as convenient.

2) Price: On such a long trip, it's preferable to fly B-class. But if you can't afford it, BA offers "World Traveler Plus": Premium economy class that gives passengers more leg room, a deeper seat recline, and the privacy of a different section. The price for premium economy isn't that much more than "World Traveler" (economy) class, and on long flights like theses, the extra room and privacy are well worth the investment. No U.S. flag carrier offers premium economy on this particular route, so this was a no-brainer.

3) Customer service: We've come to accept that the customer service of U.S. flag carriers is, well, substandard. When I called BA to select a seat in advance of the flight, they explained that seating assignment opened 24 hours before the flight. Because I am traveling alone, I offered to sit in one of the single seats in premium economy class. It was a ploy, and I'm sure the representative with whom I was speaking (who did NOT have an Indian accent, but rather a crisp British one) recognized it as such. Nevertheless, she graciously accepted my "offer" and assigned me to that seat. What's more, she assigned me preferable seats for each leg of my trip, to and from Singapore. I very much doubt a CSR for a U.S. flag carrier would offer to go that extra mile.

4) Online check-in: While this is standard for all airlines, British Airways adds a few touches that make it seem special. For example: They have a checklist for international travelers (I've traveled internationally a lot but it helps to have a checklist of items you need to ease border crossings); they acknowledged my special meal and asked me if I wanted email confirmation of that special order; they offered "Skymall" products they felt might make the trip a little easier. All unnecessary touches that made me feel valued.

Being a "marketing guy" I generally recognize when I'm being sold or up-sold. I know the language, I know the tactics, I know the tools. Even though British Airways used the language, the tactics and the tools, I didn't feel pressured.

On the contrary, having educated myself and following a positive customer service experience, I felt grateful that they were offering me products/services I might find valuable or useful on my long journey. I was happy to be exposed to those purchasing opportunities...

Who knows? I may buy those customized airline slippers after all.

Welcome to Taxachusetts: Give Us Your Money

According to a report released, appropriately, the day before Tax Day by the Small Business & Entrepreneurship Council, Massachusett's state tax system is one of the worst in the U.S. for small businesses and entrepreneurs.

Now I finally understand why so many small businesses fail so miserably in our fine Commonwealth. Governor Patrick, are you paying attention?!

April Fool's Day... Who's Fooling Whom?

Tomorrow is April Fool's Day but I must confess that although I am normally a "merry prankster," this year I am not in a foolish mood. My mood is somber bordering on serious.

I'm therefore boycotting April Fool's Day, which for me is a sacrifice since it's one of those rare days on which my particular kind of mischevious humor is encouraged and even accepted.

Why my April Fool's merrymaking moratorium?

While some may argue that a little levity lightens the long faces (hence I'm being a killjoy), I agree with other, more circumspect individuals who argue that there's a time for mirth and a time for sobriety.

Recent natural disasters, ongoing economic hardships, and various other causes for sobriety place me firmly in the category of advocating for seriousness. That doesn't mean I'll mope all day; it means only that I'll be more serious than usual, hoping to influence others that this year, at least for me, there's no foolin' on April Fool's.

Like Father, Like Daughter: Preparation is the Key to Successful Media Outreach

I've experienced many media appearances in my professional career: Whether it's Wolf Blitzer's CNN Presents, a interview with a radio personality like Laura Ingraham, or even creating a Public Service Announcement, intense preparation is the key to success.

Being prepared with a few solid and compelling talking points is the key to a successful media appearance--for the interviewer, the interviewee and of course the audience. This is especially critical in non-profit ads.

That's why--even overlooking the fact that my daughter has the opening line in the ad--I am very impressed with this fundraising ad from the Jewish Federation of South Palm Beach County.

Listen to the ad (intended for Cable TV and radio) and you'll hear and see an excellent example of strong, compelling and emotional advertising. Precisely the kind of ads that in these tumultuous times resonate with potential donors.

The Hired Pen Profiled in Worcesterscene.com!

Luke Vaillancourt, whose efforts on behalf of Worcesterscene.com I mentioned in a previous blog entry, was kind enough to profile The Hired Pen on his website. Here's what he posted.

Businesses Helping Businesses

Posted on March 4th, 2009

WorcesterScene.com has been able to find a lot of businesses in the city that may not ordinarily be found—one reason for this is that we active seek them. Often, it is difficult to be heard in a sea of noise, which is why having someone who knows what they are doing can really benefit your business or your organization.

Bruce Mendelsohn has been in the business for more than 15 years and started The Hired Pen (http://www.the-hired-pen.com) as a affordable and quick asset to bolster your marketing, communications and public relations efforts. In this tough economy, Bruce’s expertise is a must for local businesses and organizations operating on tight budgets.

With media contacts and expertise that put him in the national spotlight with sources such as CNN’s Wolf Blitzer Presents and The New York Times, Bruce is Worcester-centric and potentially a great asset to ensuring your vital messages get heard and your marketing materials are compelling.

Who knew the pen could speak so loudly?

Can You Believe Organizations Still Push Direct Email Campaigns Like This One?!

I recently received a email blast from the Worcester Chamber of Commerce.

As you can see, the banner is virtually unreadable, crammed full of messages from sponsors. The email below it isn't much better. It's a scroll through poorly designed announcements, conflicting logos, clashing fonts and dueling events. It's amateurish. It's a weapon of mass distraction.

Sadly, I've come to expect stuff like this from the Worcester Chamber of Commerce, as they try to squeeze every penny out of their increasingly disgruntled (and diminishing) membership base.

Setting aside the Balkans-like morass of the struggles between Central Massachusetts Chambers of Commerce, suffice it to say that the Worcester Chamber of Commerce has enjoyed more prosperous times.

But in terms of marketing and communications, this direct email campaign (if you can call it that) represents a new low in the Worcester Chamber of Commerce's outreach efforts. From this utterly abysmal piece I can only conclude that the head of the Chamber just isn't familiar with "new" direct email techniques.



So here's some free direct email marketing advice for the "powers that be" at the Worcester Chamber of Commerce (and for those of you in the profession who haven't yet grasped these fundamental lessons):

* Keep it simple: One message. One call to action.

* Keep the most important information above the fold: Surveys show that scroll down rates diminish precipitously, even as open rates decline. Keep your most important information (see "keep it simple") above the fold and immediately readable.

* Make it easy for people to act: One call to action (see "keep it simple") makes it easy for people to act. Give them a plethora of options and they'll generally choose to do nothing. Don't overwhelm your target audience. It's the quickest way to alienate them and turn them into "unsubs."

* Herd your target audience to your website: Use direct email to leverage your target audience. Entice them to click through to your website (although in the case of the Chamber's website this isn't a good idea) where you can capture their contact information and truly influence them.

This direct email campaign from the Worcester Chamber of Commerce fails on so many levels it's shameful. The Chamber's website is a shambles; a hodgepodge of information with no semblance of order.

On the whole, the email and the website reflect dismally on what purports to be the largest Chamber in New England.

When It Comes to Your Life, "Think Inside the Box"

Mass layoffs on Wall Street... Hurricanes pounding Florida, Louisiana and Texas... Earthquakes in China and Iran... In all the coverage--still photography and video--we see haggard and harried people toting boxes with their most prized possessions inside. They've managed to place in a box the items most important to them.

They've thought "inside the box."

We all know the popularity of the phrase to "think outside the box." In business this cliche is meant to exhort people to adopt innovative, creative and unorthodox approaches to overcoming challenges. Like many sayings borne in business, the phrase has migrated into our personal lives with the same definition.

What if we have it wrong? What if the best solutions to professional and/or personal problems are those items which during a genuine crisis we put "inside the box"?

When we leave a place--whether by choice or circumstances--we put our stuff in a box and depart. The stuff in this case are material goods--photos of loved ones, diplomas, certificates, prized books, items of sentimental value. In a microcosmic way, the stuff we take tells the story of who we are, where we've been, what we do, whom we love. The stuff we take inside our box defines us.

"Thinking inside the box" allows us to tap the deep wellspring of our personal and professional experiences and skills. Rather than "think outside the box", we look inside ourselves for creative, innovative and unorthodox solutions to challenges. The items in our box help us overcome these challenges.

As we've seen from what refugees of natural and man-made crises carry, "thinking inside the box" forces us to prioritize those items (tangible or not) that are most important and meaningful to us.

So next time you're confronted with a professional or personal challenge, disregard the ubiquitous calls to "think outside the box." Instead, think inside the box.

A Little Doggerel About My Job Search

I subscribe to a service called ProfNet, which throughout the day sends feeds of media inquiries from reporters who require sources for their stories. Today an inquiry came through from a reporter asking about PR pros who've been in job search mode.

That describes me--along with probably a lot of other PR pros. To distinguish my response to the inquiry from the myriad others that the reporter most likely received, I parsed my response in the form of a rough doggerel. You see, in my experience, creativity tends to stand out. It's memorable and shows I've devoted time to thinking about and crafting a response.

And it's fun. So I hope you enjoy my little poem.

There once was a PR pro named Bruce,
Whose earned media was on Nexis, Google and Luce.
He moved from D.C. to Mass
Where his career ran temporarily out of gas.

Despite great paper and recommendations
his job search has been 20 months of frustrations.
While working freelance as The Hired Pen,
he got rejected again and again.

From networking to recruiters,
He turned up few potential suitors.
So for Bruce the PR pro,
the prospects continue, sadly, to be slow.

Happy 15th Birthday, Internet!

Last month, the Internet turned 15 years old. To refresh your memory, it was created by Sir Tim Berners-Lee (NOT Al Gore), who invented the "web" idea. The Internet as we know it today (from the mid-1990s) has its roots in a Defense Department project in 1969. The subject of the project was wartime digital communications.

The decision to make the code underlying the web free and available to all was perhaps one of the most momentous in recent business and social history.

As much as the Internet progressed technically in the 1990s, it revolutionized human communication and interaction. In just 15 years, the Internet has become part of the international vocabulary and is clearly destined for even greater prominence. It has been accepted by the business community, with a resulting explosion of service providers, consultants, books, and TV coverage.

Here are 20 “facts” that demonstrate the growing power and pervasiveness of the WWW. Caveat emptor: Each “fact” is subject to a great deal of discussion and argument so I welcome your research-based corrections.

1. Twenty percent of the world’s population, 1.17 to 1.33 billion people, use the Internet. North America (72%) has the highest penetration; Africa (5%) the lowest.

2. Only 30% (380 million) of Internet users are English-speaking, 14% (180 million) speak Chinese, 9% (113 million) speak Spanish. 46 million Internet users speak Arabic.

3. China’s Internet population increased by a third in 2006. According to state news agency Xinhua, the total number of Internet users in China has reached 132 million, of which 52 million have broadband connections. [Source: Guardian, December 2006]

4. Google’s market capitalization is around $180 billion, nearly three times the size of News Corporation. Microsoft, Apple, Google and Amazon are all in the Fortune 150 list.

5. According to Zenith Optimedia, between 2007 and 2010, Internet ad spending will increase by 69% and raise its market share from 8.1% to 11.5%. About $36 billion will be spent on Internet advertising globally in 2008, an increase of 24%.

6. YouTube is the world’s third largest site, behind Google and Yahoo. One in five of the world’s Internet users visit YouTube each day. Nearly half of US Internet users report visiting a video-sharing site like YouTube at least once.

7. Britney Spears was the most sought after celebrity on Google in 2007 and pilates was the most popular search in the fitness category. The most popular who, what and how queries were ‘Who is God’, ‘What is Love’ and ‘How to Kiss’.

8. Social networking is the fastest growing part of the Internet. There are 70 million active users on Facebook (the 8th most popular site in the world), more than 14 million photos are uploaded daily. The fourth most popular country for Facebook is Turkey with 3.3% of users. Australia is 6th with 2.7%. A Sophos poll of 600 workers found that 43% were unable to access Facebook at work, while an additional 7% reported that use of the site was restricted.

9. In 2007, global digital music sales rose 40% to $2.9 billion, according to the International Federation of the Phonographic Industry. Downloaded music now makes up 15% of the recording industry’s sales.

10. Movie downloads could grow tenfold by 2012 and reach $6.3 billion worldwide during that period, according to a 2007 report by British market research firm Informa Telecoms & Media.

11. The iTunes store was launched on 28 April 2003; it has since sold more than four billion tracks and over 125 million TV episodes worldwide. It now rivals Wal-mart to be the biggest music retailer in the US. 150 million iPods have been sold worldwide since the device first appeared in October 2001. Nearly 40% of Americans now own an iPod or other mp3 player.

12. Wikipedia is the world’s 7th most popular Web site. The English version of Wikipedia has more than 2.3 million articles. Over a third of online US adults consult Wikipedia.

13. There are over 100 million Web sites, of which 74% are in the commercial or .com domain.

14. Total e-commerce sales in the US for 2007 were estimated at $136.4 billion, an increase of 19% from 2006. Total retail sales in 2007 increased 4% from 2006. E-commerce sales in 2007 accounted for 3.4% of total sales. E-commerce sales in 2006 accounted for 2.9% of total sales.

15. Core search engines Google, Yahoo, Microsoft, AOL, and Ask.com collectively increased 15% in December 2007 in searches performed, compared to a year earlier, serving 9.6 billion searches in December 2007.

16. Since the beginning of 2007, Sen. Obama has raised more than $100 million online from Americans contributing $200 or less at a time, according to data compiled by the Campaign Finance Institute (Wall Street Journal, May 3, 2008)

17. In 2006, the average corporate email user received 126 messages a day, up 55% from 2003, according to the Radicati Group, a Palo Alto market research firm. By 2009, workers can expect to spend 41% of their time just managing emails. (Wall Street Journal, November 11, 2007)

18. More books are sold on the Internet than any other product and the number is increasing, research suggests. Polling company Nielsen Online surveyed 26,312 people in 48 countries. 41% of internet users had bought books online, it said. The largest percentage of people buying books in any country was South Korea at 58%. Twenty percent of US book sales and 17 percent of UK book sales are now made online.

19. Nielsen says more than eight out of ten Internet users purchased something in the last three months. That is a 40% increase on two years ago, to about 875 million shoppers. (BBC, January 21, 2008)

20. Newspapers’ online audiences are rising at twice the rate of the general Internet audience. Newspaper Web sites attracted more than 66.4 million unique visitors on average (40.7% of all Internet users) in the first quarter of 2008, a record number that represents a 12.3% increase over the same period a year ago, according to a custom analysis provided by Nielsen Online for the Newspaper Association of America.

Who Are the People In Your Neighborhood?

As a child, I recall listening to Mr. Rogers sing, "Who are the people in your neighborhood, the people that you meet each day?" (forgive me for forgetting the song verbatim and for paraphrasing it).

That song is particularly relevant these days, as the growth of online communities and the constant relocation of people redefines the concept of neighborhoods.

With online communities, the people in your neighborhood could be scattered throughout the world, giving most people a stronger virtual neighborhood than the actual physical neighborhood in which they live.

That's why when they interview people who live right next door to a troubled family, a serial killer, or some other notorious character, the interviewee generally says something like: "He was very quiet..." "They pretty much kept to themselves..." "We didn't often see them..." Or similar statements indicating that they really didn't know the people in their neighborhood.

The same thing applies within our professional lives. Speaking for my extroverted self, I want to know the people in my professional neighborhood: I want to discover what motivates them, what frustrates them, their strengths, their weaknesses, their expectations, and--as the relationship permits--details of their personal lives.

I believe this information forms a comprehensive picture of the people in my neighborhood, so from that perspective, I guess my motives are selfish. But back in the day, when we didn't have online communities and we knew--I mean, really knew--our neighbors--the type of people they were mattered far more than what they did, or with whom they could connect us.

If we got along with our neighbors, we relied on them and they relied on us. In times of need, we helped each other. In times of plenty we shared--not everything, but just enough to cement those ties.

As for me, I'm getting to know the people in my neighborhood: Those with whom I am linked by bits and bytes, those with whom I share physical space, and those with whom I am connected professionally. I want them to know that they're important to me in the way that Mr. Rogers sang about.

A Productive Day for this Public Relations Pro!

Professionally, today was a good day. Here's a recap, including some related thoughts on the flexibility, expertise and contacts a savvy public relations professional (in my opinion) needs to be successful.

This morning I attended a meeting I'd set up for a client with the editor of the local newspaper, The Auburn News. I returned home to check my email and was interrupted by the urgent trilling of my cell phone: It was another client, alerting me to an immediate opportunity to place him on national news. Later that afternoon, another client dropped by my office to discuss the work he required to support the launch of his new promotional brochure.

First, to the meeting with the editor of The Auburn News. My client picked me up and we drove about a half hour to our meeting. Getting a client in a confined space is truly valuable face time. In the enclosed space, sans prying eyes and ears, the client generally opens up to a degree you just don't get in a typical office or meeting venue. You also can talk about personal stuff, which in terms of strengthening a relationship is just as important as the business stuff.

Despite the fact that email is so prevalent and convenient, I believe there is no substitute for face to face meetings. This is especially vital when trying to build and strengthen relationships with local editors and reporters. My client runs a monthly column in The Auburn News; the owner of that paper also operates five other local papers in geographic areas my client is trying to penetrate.

During our fifteen minute discussion, we covered all of our objectives: Thank the editor for continuing to run the monthly column; position my client as an "expert source" for matters beyond (but related to) her area of expertise; and get contact information for the editors of the local papers in our target areas. We also had a collegial discussion about the role of community papers and saw photos of his recent wedding. In the PR world, productivity comes from personal, meaningful and mutually beneficial relationships.

Shortly after my client returned me to my office, my cell rang. Another client--this one owns and operates a business that trains corrections emergency response teams--breathlessly told me to turn on Fox News.

Fox was broadcasting live from the Waupun Correctional Facility in Wisconsin, where an inmate had taken a staff member hostage. Normally these types of incidents don't make the national news--corrections administrators prefer to keep things quiet and resolve these incidents quickly--so I realized we had a potential grand slam... if we acted decisively.

My client gave me the details (some of which came directly from his contacts in the facility), a number where I (or news media) could reach him, and I started calling. I called a buddy of mine who works for Fox in the midwest; he referred me to his contact in the news room. I called the news room, gave them a 30-second pitch on who my client was and why he was qualified to speak on the hostage crisis in Wisconsin, and gave the assignment editor my client's URL and direct contact number.

At the same time, I was drafting talking points for my client--he's not yet very media savvy and I needed to craft concise, direct and factual messages for him to use when speaking with reporters.

I also called a few news radio stations in Wisconsin, knowing that they were covering the incident (because I'd checked out their websites before I called). New PR pros, note: ALWAYS do your due diligence, even if it's five or ten minutes. You need to make sure in the very least that you know some rudimentary facts about your target media outlet. Don't sacrifice facts at the altar of alacrity.

Within a half hour I my client was on standby for Fox News national and had completed two interviews with Wisconsin radio stations. As it turns out, his spot on Fox got bumped for coverage of the earthquake in Chile and OJ's hearing (will OJ just please go away?!), but my client is now in their database and on Fox's radar screen. My client called and couldn't stop thanking me for my quick and decisive action.

Still flying from that PR success, I met later in the day with another client--this one in the hospitality industry--to review and finalize content I'd developed for his promotional/informational brochure. It's a stunning piece and the content was not as compelling as he--or I--need it to be.

Setting my ego aside, I worked with him over an hour to tighten the copy, suggest some changes to the design that would complement the new content, and then had a conference call with our designer to make sure he understood the changes. The promotional piece is stunning--one of the most attractive pieces I've worked on thus far in my career--and I can't wait to get copies for my ever-growing portfolio.

All that done, I went to the post office to mail some stuff and to the library to return and withdraw some books. I then returned home to make dinner for the wife, who isn't feeling well today. Now it's almost tomorrow and I look back on this highly productive day, pleased that I was able to serve my clients so productively and effectively.

More Lessons on Customer Service: Southwest Airlines

A lot has been written about Southwest Airlines: The carrier's quirky corporate culture, its David versus Goliath origins, the fact that it is one of the very few airlines in the industry to consistently turn a profit (Southwest turned its first annual profit in 1973, and has done so every year since — a record unmatched by any other commercial airline). It's one of the world's most profitable airlines and in January 2007, posted a profit for the 34th consecutive year.

In other areas, Southwest also sets the industry standard: For on-time departures and arrivals and baggage service... It is the largest airline in the United States by number of passengers carried domestically per year and the second largest airline in the world by number of passengers carried... In several other categories, Southwest sets the standard.

Which brings me to a story my grandfather told me many years ago: A pioneer in the advertising industry, Grandpa Murray was probably one of the world's first frequent flyers. He always traveled in a suit and tie and later in his life bemoaned the fact that "the masses" did not regard air travel as the "transportation experience" that he always did. The fact that he was almost a contemporary of Wilbur and Orville Wright instilled in him a deep respect (and fear) of traveling at tens of thousands of feet in a cigar tube. He told the most marvelous stories of the luxuries he enjoyed during his air travels; he also related some truly frightening tales of terror at twenty+ thousand feet.

Nowadays, most airline travelers don't expect much, given the reduction in amenities, services, and civility that has occured over the past twenty years in the airline industry. Southwest's model fits perfectly with our hurried and harried age: Get us out on time, get us there on time, and do it safely.

Which brings me to what is the most important component to customer service in the airline industry: Safety. Just six years after 9/11, we take airline safety for granted.

But the fact is, the popularity of travel by air, larger planes with more passengers and hundreds of daily flights have all led to a dramatic increase in the number of accidents and deaths since 1970. That trend will no doubt continue with larger aircraft coming online--the mammoth A380 and the Boeing 787 "Dreamliner" to name two that have recently been in the news.

That makes the following fact even more impressive: In its more than 35 year history, Southwest has had three major incidents of note, one involving a passenger fatality caused by other passengers providing assistance to the in-flight crew, and one involving a ground fatality. Southwest Airlines has never had a passenger fatality due to an accident. That's the most important customer service category, and clearly the one that means the most to anyone who flies.

I'm not shilling here for Southwest; I write this blog after having taken yet another flawless flight from Baltimore to Providence, and am reflecting on the smoothness of the entire experience. I've flown USAir, Delta, Continental, Northwest, Czech Air, Aeroflot, El Al, China Air, Korean Air, Austrian Air, Singapore Air, and on and on, but if I had my choice, I would fly Southwest everywhere.

Integrity: The Key Ingredient in Mutually Beneficial Business Relationships

I recently had a conference call with some clients from out of state. I know these clients personally first, and then professionally; so we initially spent some time catching up on personal issues. After our discussion had run through the obligatory: Sports, mutual friends, vacation plans, we then moved on to more personal matters. (For men there are varying degrees of personal matters: Those you share with acquaintances, those you share with colleagues, and those you share with true friends).

I asked one of my clients--an entrepreneur for whom I sometimes craft articles and promotional materials--how things were going with his business. He's carved out a rather unique niche in his business: He identifies ways companies can reduce what they spend on various services (utilities, phone, printers, etc.) and earns a percentage of the ensuing savings for his shrewd analysis.

A typical entrepreneur, my friend is big picture all the way: He thinks big, plans big, and rarely sees the details. He's a great salesman and has over the past few years, based on the growth of his business, surrounded himself with people who can help him continue that growth in a planned, strategic fashion.

Recently, one of the people he hired did not deliver. Without getting into specifics, because this guy failed to produce a business development plan, my friend lost a connection to a venture capitalist who was interested in taking a seven-figure stake in the growth of his business.

Which brings me to today's topic: Integrity.

Wikipedia has an interesting commentary on the topic, suggesting that we can identify the value and importance of integrity by comparing two scenarios: On the one hand, a world of honesty and sincerity, of being able to rely on what others say. A world in which people are punctual and willingly fulfill their obligations and duties in life and to the best of their ability. This would be a world without lying, cheating, stealing, fraud, criminality, etc. Clearly, an ideal world.

On the other hand, imagine a world in which everybody is dishonest most of the time: Nobody tells the truth if it is not in their best interest, everybody is out to get everything they can, any way they can, including by lying and not keeping agreements and contracts. People shirk duties, obligations, and only when forced pay debts. When the opportunity presents itself, people will commit fraud and steal.

Our second imagined world is going to be full of rules and laws, long contracts, lawsuits, police, judges, and punishments to control non-integral behavior. One of the main purposes of law is to enforce integrity when the people have none. In a society rife with laws, as ours is, do we in fact lack integrity?

There are tremendous costs associated with a society that lacks integrity: The wasted time, energy and money of big groups of lawmakers and law enforcers; courts and millions of lawsuits; walls, fences, locks and bars on homes and businesses; verification, security guards, alarm systems and agencies, internet mal-ware (virus, spyware, spam, etc.) protection--to cite a few. Sound familiar? We could well be discussing our so-called "modern" society.

On the personal level, a lack of integrity is detrimental to one's personal power in life, to the respect of and relationships with others; above all, a lack of integrity destroys one's self-respect and self-esteem --qualities absolutely essential for personal happiness.

Wikipedia suggests that there are two ways to accumulate great power and wealth in life: One is by the path of love and integrity, creating great Good for others (good products and services). The other is by the path of Anti-Love and No-Integrity... Lying, cheating, stealing, criminality.

The difference between the two is happiness. The cost of the path of No-Integrity is without exception personal unhappiness.

Without getting into details, the guy whom my friend hired was paid to do a job. Not only did he not do the job for which he was paid, but he also callously disregarded my friend's business goals--the very goals he was paid to advance. That demonstrates a lack of integrity.

My friend is upset about the loss of the business, yes; but I sensed he was more upset that the guy whom he hired abused his trust and took his money. That's the unkindest cut of all: When our trust is shattered.

In our business relationships, and more importantly in our personal relationships, our word is our bond. If you commit to doing something, do it. If you make a promise, you follow through. You don't accept payment for services you don't provide. You don't overcharge. You don't lie. You lead a life--personal and professional--of integrity.

You may not make a fortune leading such a life, but you can honestly say to yourself and to others that you have integrity.