Expedition Eisbrenner?

When you combine a St. Bernard, a Swiss yodeler, snowshoes, snowmobiles and snow, what do you get? Expedition Eisbrenner, the theme for Eisbrenner Public Relations' annual Hacks & Flacks Golf Invitational. I'm pretty sure this is the only firm that can combine golf and mountain climbing, and not only manage to make it look cool, but make it a memorable event.

The Hacks & Flacks Golf Invitational is the firm's way of showing clients that we value our relationship with them. What do relationships have to do with public relations? Everything. Spending time with the people you work for is the equivalent of getting a handwritten letter in the mail: it's rarely done, and shows you really care.

Although I didn't play golf (and trust me, that's a good thing), the day was one long learning experience.

As a neophyte at networking, my biggest challenge was talking. I know, it doesn't seem like a big deal, but as a student, it's something I'm still getting used to. Because I was assigned to sit at hole #8, I had the opportunity to practice my conversation skills. Newsflash: The 'art' of talking can feel a little intimidating at first. However, the more I talked, the easier it became.

At the outing I learned how to conquer what I call situational challenges. As an intern, being uncomfortable in a new environment is a part of the game. It has taught me to adapt, which is a necessary skill in any communication field.

Since I've been here, I've learned to challenge myself. So, when dinner came around, and conversation was my challenge du jour, I sat at a table with people I didn't know. After the initial shock and slight awkwardness, I was talking, having a good time and (surprisingly) not freaking out.
I have to say, one of the nicest parts of yesterday was realizing how fortunate I am to be interning here. On more than one occasion, people were constantly telling me how great Eisbrenner is. One person said it best: "There's no better company to work for or to learn from." He was right.

Free Speech Is A Dish Best Served Cold...

In a society where we are so inclined to speak our minds, the concept of the blog seems natural. But blogging as a PR tool? Who knew? Who suspected? Yes, there may be a hint of sarcasm in my voice. There are certain guidelines one should adhere to if blogging for such a reason. However, if used correctly, it can be a powerful source of justified comment. Yesterday, I came across the article below, GM vs. The New York Times. I know, it sounds like King Kong vs. Godzilla. No matter what side you take, this demonstrates how a gigantic corporation used a blog when they just couldn't get their point across.

From Advertising Age:

GM vs. 'The New York Times'

We're sure that when marketers play with the idea of starting a blog, there's a laundry list of reasons not to do it. But blogs suddenly seem like a great idea when you've got a grievance against a major newspaper and that newspaper won't let you get your point across. For a great example of this, see GM's Brian Akre's post about his dealings with The New York Times. The short version: Tom "The World is Flat" Friedman writes a column that, among other things, compared GM to a corporate crack dealer. GM gets upset and wants to write a letter to the editor. GM is told that the letter is too long. And they can't use the word "rubbish." Brian Akre posts the original letter, the edited letter and the e-mails sent back and forth between GM and The Times. The end. The longer version is more fun to read. --Ken Wheaton

Keep Your Finger On The Pulse

I'm declaring this PR Trend Monday.

In class, I've always heard that a large part of public relations is being "in tune" with the world around you. That definitely explains why there are five major papers as well as multiple public relations and automotive publications available. Aside from print materials, the main television in the office is always tuned to news--it's what we do.

Currently, I'm in the middle of learning the art of being "in tune." It isn't as simple as reading every page of every paper. This isn't your Sunday morning paper with coffee routine. It's being a newshound. PR people read with purpose. You monitor for coverage of your clients, you have a finger on the pulse of the city, state and nation and you do it every morning.

For interns and anyone starting out, this can be a valuable resource. You learn a lot about the inner workings of the industry and increase your vocabulary. Talk about increasing your value.

What's one great way to get a heads up on what's going on? Look for trends like the evolution of the press release. Thought the standard press release was it? Think again. Few things last forever without changing. Check this out! The Social Media Press Release is an indication of the changes bound to follow.

Evolution of press release could drive differentiation

Want to know more? Take a look at the actual release and the blog written by its creator.

Social Media Press Release


Todd Defren's PR Blog

Mastering the Basics

One semester, I had a news reporting class that covered the basics of well, news reporting. A day into the class, it quickly became apparent that despite how simple and straightforward the class seemed, it was anything but easy. After introductions, my professor passed out the syllabus. At the top, in bold print, it read: AP Stylebook and dictionary are mandatory.

The girl sitting next to me said:

"I'm a PR major, not a journalism major. The computer has spell check, why do I need a stylebook and dictionary?"

It was amazing. A few nodded in agreement while the rest of us tried to conceal our looks of disgust. We might not have had a firm grip on everything grammar, but we knew such a dependency was not the way to go.

Plenty of public relations practitioners could have told that student "spell check cannot save you." They would have explained that blaming spell check is not an option when a client is more than mildly irritated with the mistakes in a release.

They would have told her that journalists will not lend a sympathetic ear when your pitch is a mess of misplaced modifiers, bad grammar and excessive correlative conjunctions.

Neither a degree nor a firm handshake alone will make you a good communicator.

I digress.

As a future public relations practitioner, this internship has only made me more aware of the importance of great basic skills. In this profession, no matter what industry, the ability to provide top-notch public relations demands excellence at the core.

At Eisbrenner, I've had the opportunity to work on various projects that have allowed me to strengthen those basic skills. Press releases, this blog, executive bios and everything else I do here have helped me to realize my weak points, and work on them. Media lists and research have allowed me to learn the ropes when it comes to contacts and finding information that I need.

In any instance, I've learned that public relations people are there to serve the client. We are the eyes, ears and hands of an organization. We are elected communicators, who cannot afford the layman's luxury of solely depending on spell check =)