Last week I attended the Public Relations Association of Mississippi’s (PRAM) annual conference. Although I wanted to attend all the sessions and soak up all the information, being in two places at once is unfortunately impossible. From the sessions I did attend, I was able to take-away some valuable insights and inspiration. Here are some public relations lessons from PRAM 2016:
Session: Building a Healthy Mississippi Through Giving by Sheila Grogan
Sheila Grogan, executive director of Blue Cross Blue Shield of Mississippi (BCBS), discussed different programs BCBS funds throughout the state. Being a committee member for Health is Golden, a BCBS grant funded initiative at The University of Southern Mississippi, I found her presentation informative.
Sheila touched on the importance of educating audiences about the benefits of health and wellness before trying to change behaviors.
A prime example of a company living out its brand values, Sheila discussed how healthy living is infused into BCBS’ company culture. Employees exercise for 30 minutes, two days a week on company time. She said, “If you’re not exercising, its not normal.”
PR Lesson: Live Your Brand
Session: Proof It! How to Be a Better Proofreader by Mandi Stanley
Mandi Stanley spoke at a Pine Belt PRAM chapter meeting last year so I was excited to hear from her again. She is an amazingly engaging speaker. Her presentation on proofreading was full of tips and good reminders. Public relations professionals often proofread their own or other’s work so sharp editing skills are essential.
Mandi demonstrated a three-step process for proofreading success.
- Step one, stand and scan – hold your paper at eye-level to catch formatting issues and typos.
- Step two, the newspaper proof – print out a colored sheet of paper and cover up all text except the line you’re reading. This process helps de-contextualize your text.
- Step three, final read for content – read for sentence clarity, double check all facts, links, references, etc.
Mandi also informed us the proofreading pen color of choice is purple, not angry red. Fascinating! Mandi armed us with purple proofreading pens so we could implement what we learned right away.
PR Lesson: “If you have to read a sentence twice for clarity, tweak the sentence.”
Session: Navigating the APR Journey by Samantha McCain, APR
Samantha McCain, a public relations superhero, recently earned her APR certification. Her presentation explained the process and value of certification. As I am considering pursuing my APR one day, her timeline and study tips were valuable. Samantha’s APR journey was lengthy and grueling. I appreciated how honestly she spoke about her experience as it provided a realistic perspective.
PR Lesson: “Believe in yourself, have confidence in your knowledge.”
Session: The Art of Storytelling by Jerry Mitchell
Jerry Mitchell, investigative reporter for The Clarion Ledger, was the perfect source for learning methods to fine tune our storytelling techniques. Jerry outlined three Cs of storytelling – character, conflict and comparison. As public relations professionals we need to take the time to talk and listen to those we are writing about. If you take this time, you may learn something that can bring your story to life.
Each character needs a conflict or obstacle. Jerry said the accomplishment is not what is interesting, but rather what the character overcame. He urged us to not just ask about successes, but probe about failures. This idea makes me uncomfortable. I will need to seriously consider my approach so I don’t make the interview subject feel vulnerable.
Jerry said a memorable story includes a “killer comparison.” For instance, a news release about table tennis champions could be painfully boring. Instead of just touting their success say, “the team has won more championships in a row that the New York Yankees.”
PR Lesson: “Every story needs a conflict for your hero to overcome.”
Session: Crisis Communications in an Active Shooter Situation by Jason Pack
Jason Pack, a FBI public information officer, covered crisis communications through a case study of the Boston Marathon bombings. He emphasized the importance of utilizing online resources to continually update the media and the public. The FBI used its website to continually publish information to correct the ensuing rumors. A designated person monitored social media to correct misinformation.
Jason urged us all to develop a crisis communication plan including designated personnel and logistical details such as setting up a temporary office space.
His presentation emphasized the necessity of having a solid handle on media relations and social media to rapidly inform journalists and the public.
PR Lesson: Continually provide information to correct misinformation.
I am bummed I missed my friend Catherine Lott’s presentation on event planning. Thankfully she posted a recap and I am soaking it all it!
Its safe to say that PRAM 2016 was a worthwhile conference. Now before I forget all I learned, it’s time to start implementing!
