Diversity & Inclusion: Impact on Brand (a new series)

Although research is still catching up, experience working with many types and sizes of companies and organizations shows that diversity and inclusion (D&I) are important to the brands and reputations of those seeking to recruit and retain employees, create satisfactory relationships with suppliers, attract lucrative business partnerships, satisfy requirements of government and legislative bodies, and excel in overall reputation. Communication professionals have a unique opportunity to lead D&I strategy for their organizations, since we are in charge of corporate reputation and branding, and we know how to influence and monitor opinions of stakeholders, and using that knowledge to create effective business and reputation strategies.

This post is the first in a series about D&I. Let’s start with a definition… although there are many definitions, every organization must create their own – one that makes sense for their business and industry, type of organization, mission and business goals. A good starting definition:

Diversity Management: Establishment of a comprehensive organizational and managerial process which supports a corporate culture in which open expression of diverse perspectives and approaches is respected and leveraged for the benefit of the business, the employee and community. (Courtesy of Alice Leong, President, ALuminescent Consulting)

Cultivating “unusual suspects”: diversity and creativity

 In the November issue of Oprah magazine, Ori Brafman, co-author of The Chaos Imperative, advises us to cultivate contacts outside our usual social circle. Most of us would find that stressful (and who has the time?), but forming relationships with all kinds of individuals gives us the chance to push our thinking in new and different directions. Brafman especially tells us to reach out people in groups that might have made us feel uncomfortable in the past. Making a point to get together with these new connections even just to chat – with no agenda – this creates opportunities for ideas and inspiration.  Maybe the best professional and personal reason of all to seek out and embrace diversity in those all around us!

Essentials of Leadership

Summer being a time of reflection, I’ve been thinking about what I’ve learned over the years about what it takes to be not just a great communicator, but an excellent LEADER.  Here’s what I’ve come up with so far… obviously these are not the only nor all the qualities fabulous leaders should have… they are the elements I see as most crucial at this time.  I’d be most interested in your response, and to hear about your own leadership lists!

L istening – we’re so used to the “talking” points and the official statements and quotes and the presentation skills. It’s more than high time we create “listening” points. Say less, hear more, and remember what others are communicating through their words and actions.

E ngagement – related to dialogue, this is much more. After the conversation, what keeps people connected to you and each other?

A ccountability – leaders know their responsibilities and they truly have the strength, courage, wisdom, and grace to allow the “buck” to stop with them.

D ialogue – one-way communication is out. Fostering conversation (with real listening and real give and take) is here to stay.

E nergy – whether induced by caffeine,Pilates, or simply the high of success, leadership is not for the weak of heart, mind, nor body.

R aison d’être – The “why” is everything. Where is your leadership role taking you in life? What meaning do you feel in this day, this situation? Why do you care? Why should others/
S elf – authenticity is essential. You are not playing a role, you are called to be yourself. Your leadership position demands your unique talents, experiences, perspectives, and the way you put all of that together. Be yourself.

Story telling begins at home

Telling stories is by now a well known and accepted strategy for communicators.  We advocate story telling to create corporate identity, instill values among employees, and to build strong organizational cultures.  Stories help us do that by allowing us to give examples, reveal meaning without directly defining it (leading people to their own meanings), connect with people rationally and emotionally, and to engage in symbolism that can be very powerful to internal and external branding.

The question of how to get to the stories at the heart of your organization has many answers.  The nonprofit organization StoryCorps offers one of the most expansive and creative models, I believe.  StoryCorps is a ten-year-old nonprofit oral history project, and airs excerpts on NPR’s Morning Edition.  Through onsite recording booths, a mobile recording unit, and a DIY online recording program, StoryCorp facilitates interpersonal interviews between co-workers, employees and customers, family members, and  any other pair, with a goal to ask and answer leading questions providing insights into that person and their experience related to the interview topic.  With permission, the interviews are posted online, can be edited for corporate use, and are given to the interview partners on CD.   There have been more than 45,000 recordings since the project started in 2003, and these are archived at the Library of Congress.  According to a Chicago Tribune article today about it, “The idea is to weave ordinary people into the historical record and in doing so, make them aware that they are part of history.”

Chicago is hosting a StoryCorps booth at the Cultural Center currently.  There are permanent sites in three cities, and several options to bring the recording facilities to you.  Check it out and share with us what you think!

Drama vs. headlines: how can we make science news accurate and readable?

A Chicago Tribune article a few days ago asserted that news reporting of research findings and other science topics is usually condensed by reporters to the point of over-simplification that leads readers to misinterpret the actual research findings and what they mean. All of us in PR who have struggled to write the audience-friendly healthcare press release headline or Twitter post understand all too well. The general audience appetite for technical information – content with many figures and hard data – does not warrant in-depth analysis. However, Tribune reporter Cory Franklin gives some practical and effective guidelines for science reporting that can ease our dilemma when churning our content for our health, medical, biotech, science, and pharma clients. Check out the link here for the article. Look forward to your comments!

(Photo from Chicago Tribune, March 28, 2013)

Brand management gets personal

What do you bring to the table? Make sure everyone knows!

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Careers are really made now online, and you’re going to see it more and more in the future,” said Dan Schawbel, a personal branding expert and author of the upcoming book “Promote Yourself: The New Art of Getting Ahead.” “Think of the online world as a global talent pool. That’s where you’re going to be finding people. If you don’t exist in that pool — having your own Web site, being on the top social networking sites — then you can’t compete in that pool. And once you’re in the pool, you have to constantly manage that presence. It should be part of your daily routine, part of your career.”What do you bring to the table? Make sure everyone knows.

To this (quoted in the January 21 Chicago Tribune article by Rex Huppke titled “I Just Work Here”), I say a hearty “AMEN!” As an independent consultant, job seeker, nonprofit Board member, and transitioner to a new market, I have seen over and over how LinkedIn, Twitter, Facebook, and other platforms have brought opportunities to me, kept my colleagues up to date on my progress and movements, allowed me to share in discussions, informed me about events and people and in short, expanded my professional community in ways I never could have done on my own and/or in the “live” world.

For anyone changing careers or jobs, marketing or selling a product or service (including their own expertise), I highly recommend becoming better at branding.  You don’t have to be an expert right away – just start with one thing – update your LinkedIn profile or join a discussion group; make a commitment to send one tweet every week and start following experts in your field… start small and your life will take on a new dimension.  Why? As Heppke said, “That’s the world we live in, folks. We’re no longer just people — we’re warm-blooded versions of Nike or Budweiser or, in my case, Breyer’s or Dairy Queen.”

So what do you do to get started or maintain a social media brand presence? Here are a few tips for the simplest approach:

1. Find five key leaders in your field on Twitter, and follow them.  Read their posts every day.

2. Update your LinkedIn profile with your most recent accomplishments, no matter how mundane you think they might be.  Events you’ve attended, speakers you’ve heard, papers or articles you’ve written, research you’ve done, things that have inspired you… these (with url links if possible so people can find out more) are worth mentioning and could be helpful to others.

3. Join at least two LinkedIn professional discussion groups in your field. (If you are a student, join your school’s discussion group or start one and tell fellow classmates about it.)

4. If you have a blog, be sure to link it to your other social media platforms.

In all your communications and interactions, show people what you bring to the table, what you offer that is uniquely yours and of value to others.

This is your best chance to shine and stand out in 2013!

Ambassadors – Two Tracks

Now that you’ve thought about who to tap as your “social media ambassadors,” let’s get them organized. I recommend two levels, if you will.

1. A smallish (no more than 20 people) core group of influencers in your organization and among key stakeholder groups, all of whom possess the qualities listed in my last blog (at least most of them). These people typically are higher level managers in the organization/

2. A broad-based group of employees from across your enterprise. This group doesn’t have to be limited in number.

Here’s how you could engage each group:

Level 1 Ambassadors (Core influencers)

• Contribute content to company blogs
• “Assign” each to a company social media site for monitoring and contribution
• Use influence to gain further buy-in within the company
• Contribute content to external social media sites relevant to audiences
• Share effectiveness of social media work with stakeholders
• Help to align social media use with overall communication strategy

 

Level 2 Ambassadors (broad group)

• Add company social media platforms as their bookmarks
• Ask co-workers, professional colleagues and network, friends and family to read and contribute to company social media
• Read and comment on company blogs
• Alert communications if organization is mentioned online in other platforms and blogs
• Contribute to external blogs
• Become members of online communities relevant to organization
• Follow and engage with influencers in the organization’s industry
• Display organizational alliance in all personal online interactions

 

All ambassadors will need to be trained about how to do all of this well, within company and legal parameters and according to communication strategy and standards.  In my next post, I’ll give some ideas about how to do this kind of training and what it should include.

 

I hope this is helping you so far – would love to get your comments!

Jaya

 

Express yourself – just don’t scream!

The Boss is a Screamer, from WSJ, Aug 15, 2012

Do you work in a place where bosses and employees flare up and yell at each other when conflicts arise? Or are you in the type of environment where, people bury their frustrations and annoyances in hunched shoulders and gritted teeth, making it through the day with no external altercations? Both can be harmful. According to a recent Wall Street Journal article by Sue Shellenbarger, the best ways to deal with anger at work is to be honest. Admit your feelings in a setting that is safe for all parties involved, and express yourself with words and body language that shows respect and kindness. Tough to do when you’re upset. Some of Shellenbarger’s tips, with my own embellishments:

1. Stay calm in the first place by keeping the situation in perspective and even before that, taking good care of your body and mind through sleep, exercise, a good diet, and good relationships at home.

2. When #1 fails, as it will at times despite our most conscientious efforts, before responding to a fiery situation, walk away and think about it, which also gives you time to calm down.

3. Once you’re clear about how you feel and what is at the root of the situation for you, sit down with the people involved and tell them the truth – that something they did or said had an impact on you, and that in turn will have/is having an impact on your relationship with them – until you can clear it up.  Be specific, non-blaming, use “I” statements to own that this is your experience (even if it has wider impact on the office).

4. Do #3 in person, rather than email or even phone. Depending on the severity or sensitivity of the situation, you probably will need your whole self engaged.

Read more: http://online.wsj.com/article/SB10000872396390444772404577589302193682244.html

Congratulations PR Week Award Winners!

Business and communication professionals can find inspiration for your next campaign, solution to a pressing problem, courage for a crisis you’re facing and pure fun – check out the 2012 PR Week award winners!

I was pleased to be among the judges and I can tell you I learned a lot from the entrants in all 33 categories, the agencies, the individuals and my fellow judges. The Awards were announced in early March in New York.

Regarded as the Oscars of the industry, the 2012 PRWeek Awards evening was a sold-out event with many hundreds of distinguished guests in attendance, including the nominated finalists and our distinguished independent panel of judges. The panel included some of the top executives from the corporate, agency, and publishing sectors, ably led by the 2012 Chair of Judges, GE’s Gary Sheffer.

Do you have a favorite winner? Let us know!

Slip ups and slurs

NBA star Jeremy Lin of the New York Knicks  has hit the big time, and we know it because companies are falling all over themselves to jump on the bandwagon of his success… and a few are falling flat on their corporate faces in the process. At least two companies have issued Lin-related apologies in the past week. (Read my blog post from February 28 about Ben & Jerry’s.)

ESPN, which reports on sports stars from many ethnic backgrounds (and so should know much better)  published a racially insensitive headline about Lin early the morning of Saturday, February 25. To make matters worse, an ESPN anchor used the same insensitive/offensive phrase while conducting an interview about possible weak spots in Lin’s game.

ESPN issued an apology for the website snafu, which included the statement: We are conducting a complete review of our cross-platform editorial procedures and are determining appropriate disciplinary action to ensure this does not happen again. We regret and apologize for this mistake.

The anchor, Anthony Federico, also apologized, and seemed sincerely shocked at his thoughtlessness. I kind of felt sorry for him – I mean, we’re all moving so fast through our work days, news media pros have to process and deliver so much information so very quickly – they’re bound to slip up now and then. These days, with reputations made or broken at the speed of social media, those slip ups can ruin you. Extra, painstaking, timely, sensitive care has to be taken to avoid doing something that could take years to recover from.

Slip ups can’t occur if the expressions and thoughts are erased from our minds altogether, even if those took our lifetimes to form, they can be expunged. And they should – or we could get ourselves in trouble.

Asian-American groups have expressed concern about the growing use of racial stereotypes in media coverage about Lin. The issue is bigger than this situation, of course. For all the progress the media has made regarding diversity and inclusion, it’s troubling that groups still have to express concern. How can this get better? The Asian American Journalists Association said,  “Is there a compelling reason to draw a connection between Lin and fortune cookies, takeout boxes or similar imagery?” “In the majority of news coverage, the answer will be no.” Of course the answer is no. Unless a fact is relevant to the story, it doesn’t belong IN the story – an important rule of journalism. Is Lin’s ethnic heritage a relevant fact when reporting on his performance on the court?

Even if we agree that it isn’t, there are habits of speech, joking and conversing that come out when we’re stressed, busy or otherwise letting down our guard. How to change these and their subtext is the work we all share – as communicators and as influencers and as consumers who can influence the media and hold them accountable.