Are You a Thought Leader?

Since the term “thought leader” was coined in business circles some 20 years ago, many business-to-business companies and executives have yearned to be thought leaders in their industries.

By definition, a thought leader is a person (or entity) who is recognized by peers for having progressive and innovative ideas, and who shares these ideas and helps to effect change with those ideas.

Note the key words “recognized” and “share.” 

It’s not enough to develop great ideas. To be a thought leader, you need to be recognized for having great ideas, and you need to share and champion these ideas through effective communication.

Of course, in today’s world, this communication includes a full range of earned and owned media activities – PR approaches such as publicity, social media, speaking and blogging, to name just a few. And ultimately, recognition of a thought leader builds and gains momentum as media coverage and visibility are generated and sustained.

Here are seven things that can help you (or your boss) to become recognized as a thought leader:

1. Create a viewpoint – Thought leaders have a viewpoint that helps shape their story and puts the facts and numbers into context. They provide insight and perspective on key issues, they offer opinions, and they foster a discussion around an issue.
2. Lead a movement – Thought leaders become advocates for a cause that can help a group, an industry or a country. They educate us on a problem or issue, shed some light for us on the pros and cons, and lead us to explore the possible solutions. They urge us to take action.
3. Show us the future – Thought leaders show us their vision, offer a forecast or make a prediction … and they persuade other people to share it, embrace it and support it.
4. Make it personal – Thoughts leaders build their viewpoint and vision around their personal beliefs and life philosophy. They are credible because they are authentic; they don’t just talk about someone else’s solution, they own it, they feel it, they live it. They are committed.
5. Get yourself out there – Thought leaders are pro-active; they put themselves out there. Their PR teams can help them find opportunities to push their viewpoint – such as speaking engagements, op-ed placements, guest columns, articles, blogs and vlogs, news releases, media interviews, etc.
6. Make yourself available to media – Thought leaders take on the mantel of experts; they make themselves accessible to journalists and analysts and are ever-ready to provide quotes, color, context, clarification and perspective.
7. Capture their attention – Thought leaders use word devices to gain attention and stay top of mind. They prepare sound bites, use controversy and paint mental pictures. They employ plain language, analogies and anecdotes to bring their point to life. They create a buzzword or catchphrase that capsulizes their view in a memorable way.

Think of the executives you view as true thought leaders. Which of these tactics do they use? And which of these tactics could work best for you?

Business Best Practices: Kudos, WOWs and All That Good Stuff

(Post by Jessica Killenberg Muzik, APR, Vice President – Account Services)

Meetings … love them or hate them, they are an essential part of doing business.

But what if meetings were something your team actually looked forward to or, at the very least, didn’t mind attending?

Yes, it can happen.

At Bianchi PR we have a standing (albeit flexible) Thursday morning staff meeting and toward the bottom of the agenda is always a bullet point titled “kudos.”

During the kudos portion of the meeting, our leader acknowledges each team member’s achievements for the past week.  Sometimes the achievement is a major media hit for a client in a key publication, sometimes it’s scoring a big media interview, and sometimes it’s just stepping up on those everyday tasks that keep things humming along for the firm and our clients.

The key point: giving positive recognition to each team member for “things gone right.” It encourages and reinforces positive behavior. And beyond that, it helps close the meeting on an upbeat, sometimes inspirational, note.

Now, above and beyond the kudos, we also celebrate “WOWs.” A WOW is an acknowledgement for those times when a staff member has figuratively “Walked On Water” for a client.

Although our clients are unaware of it (until perhaps they read this blog), WOWs actually come directly from them.

Any time a client takes the time to write an unsolicited email or note of thanks to the agency for a job well done, our agency CEO generates a WOW certificate for that staffer.

The certificate itself isn’t anything fancy.

It’s simply a piece of paper prominently featuring the acronym WOW along with a brief description how the staffer wow’ed the client.

It’s presented at the next weekly staff meeting, and the recipient posts it near their workspace, as a pleasant reminder of an appreciative client and a grateful employer.

Now, who wouldn’t want to attend a meeting that promises kudos, WOWs and all that good stuff?

When you end a staff meeting on a high note, it encourages your team to continue to do great work. And isn’t that what best business practices are really all about?

What have you done to make your meetings more enjoyable or to encourage great work among your staffers?

10 Business Buzzwords You Have Sentenced to Death

You have spoken. The word “synergize” leads our annual list of business buzzwords that PR, communications and business professionals would like to eradicate from the lexicon before the start of the New Year.

That’s according to a couple hundred nominations from our colleagues and peers across about a dozen LinkedIn groups.

Based on our unscientific survey conducted over the past few weeks, here is the complete list of Top 10 Business Buzzwords to be Banned in 2012, with comments from some of the nominators:

1. Synergize – “Taking a bogus word like synergy and turning it into a verb just adds insult to injury.”
2. Value add – “Along with its evil twin, added value, it has literally lost any value it might have ever had.”
3. Leverage – “As a verb, as in ‘leverage our expertise’, it’s simply wrong.”
4. Ask – “Used as a noun, as in ‘what’s your ask today?’  ask is plain awful. Just ask anyone. ”
5. Optimize – “Another noun-turned-faux-verb with the addition of –ize. Please ‘demise-ize’ this one.”
6. Out of the box – “ … and into the trash.”
7. Engagement – “Unless we’re talking about getting married, forget it.”
8. Iconic – “Unless you’re talking about a sacred image, it’s probably not really iconic … or epic, either.”
9. Paradigm – “I thought we killed this buzzword two years ago?”
10. Curate – “Can’t we just say ‘keep’?”

Thanks to all for their contributions.

And in closing, let me quote a contributor, Brooke Candelaris, who asked: “Can we have less ideation about dynamic content in a seamlessly contextual multi-channel environment?”

Indeed.

What business buzzwords hit you like the sound of nails on a chalkboard?

(To see the 2011 and 2010 lists, go to http://wp.me/ppqb5-dA and http://wp.me/ppqb5-8v.)

Just Say “No” to the Nasty “No Comment”

(Post by Jessica Killenberg Muzik, APR, VP – Account Services)

We’ve all been taught to avoid saying “no comment” in media situations – as it’s like waving a red flag in front of a bull.

So what’s a company spokesperson to do in a situation where he or she would rather not comment, is unsure of exactly what to say or, worse yet, is unable to answer a question?

No matter how tempting using the phrase “no comment” might be, to the media “no comment” can be considered an admission of guilt, dishonesty and lack of regard for the news they are trying to cover.

If you’re considering using “no comment” as a way to avoid dealing with an issue, forget it. You’re better off to deal with it … and the sooner, the better.

A key point to remember is that if you’re tempted to say “no comment” because you can’t answer the reporter’s question, you can almost always say something,  which in most cases is better than saying nothing at all.

We posed this question to our PR colleagues across the country: “What are the best substitutes for ‘no comment’ that you’ve heard or used?” And the response was overwhelming … and out of hundreds of responses, all but one recommended saying something other than “no comment.”

As media trainer Eric Bergman (http://www.presentwithease.com) says, there are three possible situations relating to every reporter’s question, each with an acceptable answer:

1)      You know the answer to the question and can share it – I have the answer and here it is.

2)      You don’t know the answer – I don’t have the answer but I’ll get it for you.

3)      You know the answer, but are not able to share it for one of several reasons (confidentiality, prematurity, privacy, litigation concerns, disclosure regulations, policy, etc.) – I know the answer but I cannot discuss it, and here’s why.

Note that the answers are based on honesty, not on subterfuge.

After gathering and distilling our colleagues’ responses – and tapping into our own experiences in this area – here is what we see as the five best approaches for avoiding “no comment”:

• Share what you know as fact – “I cannot speculate, but here is what I know and am able to share with you at this time …”
• Admit that you do not know – “I don’t have that information…” (or “That’s a good question.  I wish I knew the answer.”) “Let me look into it and get back to you …” (And, by all means, make sure you do.)
• Explain why you are unable to comment – “We cannot share the details on that as it’s proprietary information (or premature … or against our policy to comment on ongoing litigation, etc.)”
• Bridge to what you can share –  “We are still investigating that, so I don’t have complete information at this time, but what I can tell you is …”
• Provide a written media statement or hold a press briefing – “I’m unable to answer your questions at this time, however I will be sharing a media statement (or holding a press briefing today at 3 p.m.) regarding this issue …”

Another colleague, Patrick Gibbons, a PR executive with a leading non-profit R&D organization, suggests remembering the acronym ACC to make the best of a “no comment” situation:

A – Awareness – Express your awareness of the issue or lack thereof.

C – Concern – Express your concern about the issue and/or the people/organizations involved.

C – Commitment – Express your organization’s commitment to do the right thing when the facts of the issue are better understood.

The beauty of this approach, Patrick says, is in the flexibility it provides a spokesperson in the face of uncertainty.

In today’s fast-paced social media environment, sooner or later your organization will have to deal with the issue at hand and the resulting publicity that will follow.

In the long run, wouldn’t it be better to handle it honestly, directly and on your own terms rather than on someone else’s?

The Play-by-Play: Tackling the Tough Media Interview

Post by Jessica Killenberg Muzik, APR, VP – Account Services

In sports, it’s often said “the best defense is a good offense.”

This is true, too, when it comes to tackling media interviews, especially the tough ones.

So when an issue (such as a product recall, a strike, a plant closing or a layoff) arises for your organization and you’re faced with media interviews, here’s a play-by-play on how best to handle things:

•  First, if there is some human impact (and there usually is), try to genuinely, honestly and briefly express your concern and empathy for those affected. Then, focus on what you are doing to offer those impacted some assistance or what you’re doing to prevent this situation from reoccurring.
• Go into the interview knowing what three to four key messages you want to deliver and make sure they are pro-active, positive and pertinent.
•  Keep your cool. Even if you feel you have the right to lose your temper or get defensive, don’t.  Be calm, be diplomatic and show your genuine concern and compassion. 
• Prepare for the worst. Think about the most negative questions a reporter can ask, then practice answering those questions. 
• Tackle any negative questions carefully – rather than ignore them or become flustered by them – using the following approach:

– First, acknowledge the question – without repeating any inflammatory or loaded words.

– Second, use a bridge to one of your key messages. For example:

• “However …”
• “The real issue is …”
• “Another way to look at it is …”
• “Let me put that in perspective …”
• “Actually, our research shows …”
• “What many of our customers find …”
• “There’s something else to consider …”
•  “It’s important to focus on …”

– Then state one of your key pro-active, positive messages.

If you’re prepared, you can make your next tough interview a win-win for all involved.

One final play: No matter how tempted you are, never say “no comment.” To a reporter, “no comment” can be considered an admission of guilt. You can almost always say something, which in these situations is better than saying nothing at all.

 What are the best substitutes for “no comment” that you’ve heard or used?

Our Top 5 PR Blog Posts for 2011

Although social media seemed to be the hottest subject in the PR world throughout 2011, it was interesting to note that four of our five most popular blog posts on the Bianchi Biz Blog last year were NOT about social media.

Our most-read posts were more about relationships, the practice of PR and, of course, those business buzzwords that drive all of us bonkers.

Our group of followers is limited generally to those interested in business-to-business PR topics and tips, so we were delighted that we had 7,126 visitors to our blog in 2011 — nearly doubling our monthly average from 2010. If one of those visits was yours, thanks!

And in case you missed them, here are our top five blog posts of 2011:

1 10 Habits of Successful PR Client-Agency Relationships

2 Top 10 Bits of PR Advice

3 20 Business Buzzwords You Want to Kill

4 Top 7 Unfriendable Offenses

5 PR Retainers Are Long Gone. Aren’t They?

What topics would YOU like us to explore in the Bianchi Biz Blog in 2012?

2011’s Business Buzzwords to be Banned

The results  — of our 2011 unscientific survey for the business buzzwords you’d like to kill — are in.

Based on a couple of hundred responses from communicators, PR and marketing types from about a dozen LinkedIn groups, here are the 20 most hated business buzzphrases:

1. At the end of the day*
2. Social media expert
3. It is what it is*
4. Reach out*
5. Metrics
6. Moving / going forward*
7. Solutions / solutioning*
8. Out of the box thinking*
9. Paradigm shift
10. Right-sizing
11. Icon/iconic
12. Visionary
13. View from X-thousand feet
14. State-of-the-art
15. Best practices
16. Engagement*
17. Leverage* (as a verb)
18. Any synthetic verb made by adding -ize to a noun – such as calendarize
19. Seamless
20. Integrate

Those marked with an * were also on 2010’s top 20 list (http://bit.ly/h3Axzj ).

 Thanks to all who participated!

Is your most-hated business buzzword included? Do you have any additions?

More Buzzword Business …

Even though we closed nominations in December and listed the top 20 business buzzwords to be banned in our last post (http://tinyurl.com/4fx3xqo) nominations continue to pour in. Moreover, the conversation about business buzzwords has taken on a life of its own in the LinkedIn Groups we used to gather the nominations, especially the Public Relations and Communications Professionals group.

Some notable nominations called out phrases that seem to carry a different meaning than the actual words might indicate.  Here are a few of them (along with what the speaker really wants to say):

• I don’t disagree with you (but I really don’t agree with you either)
• To be perfectly honest (here comes the spin)
• Having said that (now I’m going to contradict what I have just said to cover myself)
• Let’s take this offline (stop talking about this NOW, you’re killing me!)
• Moving forward (you screwed up and don’t ever let this happen again!)
• With all due respect (are you out of your mind?)
• Obviously (are you too dense to recognize this?)

Another subset of nominations for business buzzwords to be banned might be categorized as just plain “ic-ky” … in that their overuse/abuse has squandered their impact:

• Epic
• Iconic
• Optic
• Analytic
• Metric
• Organic

Overall, there were more than 700 responses to our call for nominations. Perhaps the best contribution came from UK PR and communications professional Tony Coll (http://tinyurl.com/4g4cw9r), who suggested we all start using a few new nonsensical phrases, just to see if the business world will pick them up as the next buzzphrases.

Among Tony’s suggestions are:

• Marvin knows where the Post-It® notes are buried.
• It’s accountancy, Jim, but not as we know it. 
• In a badger market, every pig is plump.
• He’s playing his brother’s trumpet on this one.

Thanks, Tony. I can’t wait to hear one of these pop up in a strategy meeting!

Lessons They Don’t Teach in College

Over the holiday break, a few students shared with me some of the things they were learning in their college courses. And, to tap my experience, they asked me about the things that aren’t taught in college.

Now, experience is said to be what you get when you make a mistake. So in some 30 years of working with more than 75 client organizations, I guess I’ve gained more than my share of “experience.”

Here are the first 10 lessons learned that came to mind from our discussions:

1. You can’t proofread your materials enough. Don’t trust your PC’s spell-check function, because it does not catch everything, especially when your typo spells another word. Have another set of eyes look it over.

2. If there’s a typo in your document, it’s going to be where it will do the most damage and/or cause the most embarrassment – such as in a phone number, the chairman’s name or the company’s name. Triple check those areas!

3. To go fast, start slow. Take the time to think something through before you act or respond. Otherwise, if you rush too quickly, you may end up spending a lot more time doing damage control and trying to dig yourself out of a hole.

4. Be very careful with your email messages. Take time to carefully consider your message – and assume that it will be shared with the world. Once you hit the “send” button, you’ve lost all control of its audience. An accidental click on “reply all” has torpedoed many careers.

5. Don’t forget the human touch. Be nice and treat others the way you’d like to be treated. Your mother was right – being nice doesn’t cost you anything extra, but it can make someone’s day. In the crush of daily business, we all welcome a little courtesy and warmth.

6. Maintain a positive attitude, so that people actually look forward to dealing with you. I once knew someone who found fault with everything. While his work was great, his toxic attitude made people hate his calls … and that cost him several opportunities.

7. Keep your word and do what you say you’re going to do … if not a little more. Make honesty and integrity your hallmarks. They lead to trust, and trust is everything in today’s world.

8. Keep a sense of humor. A laugh can break the ice, defuse an explosive situation, put someone at ease, relieve stress or help you to move beyond a problem.

9. Never disparage anyone, no matter how much they deserve it. I know, it’s hard. But the person you want to call an idiot will turn out to be the boss’s or client’s friend, nephew, sister-in-law, golfing partner, fraternity brother, etc. Trust me on this one!

10. Business is still all about relationships. Technology is great, when applied properly, but it’s no substitute for real relationships. Success today is not just what you know or who you know, it’s who knows – and trusts – you.

What lessons learned would you share with a student?

Business Phrases You’d Like to Kill

In our unscientific survey of communicators and executives to find the business buzzwords that should be banned, many of you nominated phrases that drove you nuts.

So, as a follow-up to last week’s post on biz buzzwords to be banned, here are the phrases that  you’d like banished from business communications – along with some of your comments related to the offending phrases:

1. At the end of the day (Has displaced “the bottom line”)

2. It is what it is (Of course it is. Isn’t it?)

3. Teachable moment (Aren’t they all?)

4. Having said that / That being said (I’m going to keep talking)

5. It’s all about the brand / Live the brand (What happened to the customer?)

6. Let’s take (the discussion) offline (So I can beat you up in private!)

7. Let me wrap my head around that (Imagine the mess that would make!)

8. Out of the box / Outside the box (… and into the toilet)

9. Reach out (Can’t you just say “call” or “write”?)

10. User engagement (When’s the wedding? For the ring, he went to Jared!)

Thanks to all for contributing!

We also received a few contributions – real-world quotes – that go beyond mere irritation and I just don’t know how to categorize them. But still, they’re worth sharing:

A. “The glide path of mission critical work streams”

B. “We need to market our green initiative, although we really don’t have one.”

Amazing! You can’t make this kind of stuff up.

What similar one-liners have you heard someone utter?