Blog

Honored to Be a "Future 15" Recipient

2012-01-29T21:38:55Z

Alison Struve, Wisconsin public relations professional, is honored to be selected as one of the Green Bay Area Chamber of Commerce's "Future 15" emerging leaders in 2012.

A Year After Leaving TV...

2011-10-02T19:57:14Z

I got an interesting comment on my Facebook Wall yesterday. Of course, I couldn’t let it stand without a snarky reply:

Obviously I blurred out Rick’s last name, so I’m not posting this to embarrass someone. I bring it up because I think I’m in the midst of a nostalgic phase. Isn’t it just astounding how life can change so drastically in a matter of months? Then you think about years and eventually decades. I’ll be turning 30 in a little more than a year. If life had gone “according to plan” when I was 20… wow.

Now I'm hitting the one-year anniversary of starting my new career.

What have I been nostalgic about? Mainly my TV days, I suppose. It’s like anything else – give it a little time, and the aspects you hated won’t seem as terrible, and the good times will seem that much greater.

I even dug out the DVD of my final newscast as anchor and producer of NewsChannel 7 at Noon in Wausau. I posted it to YouTube because I thought it would be fun for people to see – those who could reminisce with me, and others who would get a kick out of how long my hair used to be. But I think there was also a selfish reason: I don’t want people to forget about me.

Forget about me? It sounds so silly, but that could be why I feel the need to type it out and put it on the Internet -- so I can get it out of my system! If I wanted to be known and liked, I could have stayed in TV. I could pursue more opportunities with the casting agency that has me listed in its talent database.

Instead, I feel as though I’m keeping a few aspects of my life in the public eye. It’s quite easy with social media, since that “public eye” is largely online, if you want to look at it that way. I have Twitter followers, Facebook friends and website visitors I don’t know. But you know a part of me, and I’m comfortable with that.

Although I’m not on television everyday, my voice is still heard. I can even offer my opinion every once in a while! And when I do remind myself about the unstable and explosive environment I left behind, I know I made the right choice for right now.

So apparently Rick thinks I was on TV yesterday morning. See? It’s like I never left…

5 Tips For Your Next TV Interview

2011-08-15T22:02:56Z

The phone rings. You answer with a cheerful voice, but your tone quickly changes. Your stomach drops and you notice you’ve begun to sweat. On the other end of the line? A television reporter asking for an interview – likely as soon as possible.

As a former television reporter specializing in live interviews, I’ve calmed the nerves of hundreds of interview subjects. Trust me, under most circumstances, we don’t want you to be a nervous mess on camera. Reporters want their interviews to seem intelligent and capable. That shows the reporter has good skills in interview selection.

(The exception to all of this is when you’ve obviously done something wrong and are trying to cover it up. Then it’s your own fault if you screw up.)

Here are a few simple things to know before your TV interview:

Don’t look at the camera. Have you ever been watching a TV story, and all of a sudden one of the people being interviewed is just staring at you? It’s jarring, isn’t it? Don’t be a deer in the headlights. Just look at the reporter and pretend you’re having a conversation without the camera. (For live interviews, you can do whatever feels natural.)
Most interviews are edited. Especially for short stories, a producer or reporter will pick out about five to ten seconds from your entire interview to actually air. The rest of your interview will be used for information. If there’s something you want people to know, come up with a good soundbite ahead of time. The editing also means you can mess up a few times. If you start stuttering, stop talking. Take a deep breath and start your thought again.
Stick to the basics in live interviews. Rambling is generally frowned up in any interview, but it’s especially painful with the reporter has an urgent producer in her ear, telling her to wrap up the liveshot. You will generally have fewer than two minutes to cover a lot of information, so make sure you know what the reporter expects beforehand. Don’t overthink and come up with a script, but don’t go in unprepared either.
Look in the mirror. I’m not saying you have to hire a makeup artist or visit your stylist. Just avoid the awkward moment when a reporter asks you if you need to blow your nose or check your teeth before the camera starts rolling.
For heaven’s sake, don’t swear! As soon as that microphone comes near you, assume it’s on. Especially for live interviews! I had a lovely Christmas Eve interview spoiled by some foul language one year. The actual interview was complete, but the microphone was still on and the live signal was transmitting. Just be careful.

Of course, there are many other tips reporters probably don’t want you to know!

If you’re preparing for an interview, your public relations person should be your first call after you hang up with the reporter. We can walk you through the process, and hold your hand if necessary. (We’ll also make sure the photographer doesn’t shoot the hand-holding part.)

This post originally appeared on the Insight Creative, Inc. blog.

Using Video on Social Media or Your Website

2011-07-15T20:00:23Z

If you're looking for another way to engage your fans or customers on the web, consider using video. Check out this video I made to give you some ideas:

Here are some reminders:

Be engaging
Don't concentrate too much on a script
Show something
Use graphics
Integrate keywords in description
Keep it short

Remember, this doesn't have to be commercial quality. Social media in particular is much more accepting of things like shaky video.

This post originally appeared on the Insight Creative, Inc. blog.

Adjusting to the Upgrade: PR 2.0

2011-02-27T23:48:48Z

I’ve been told it’s nothing to worry about. They say my years in media make up for my lack of formal education in public relations. Still, I’ve felt the need to fill in some of the gaps. I’ve been reading all the advice I can get. That includes Putting the Public Back in Public Relations by Brian Solis and Deirdre Breakenridge. It covers the transition from “old PR” to PR 2.0 and outlines ways to avoid being seen as a spammer or annoying flack. The authors say social media must be championed by PR. We’re no longer throwing messages at audiences and hoping something sticks. Instead, we’ll initiate conversations with people and listen to what they have to say. PR 2.0.

I knew PR had been undergoing a transformation. (That’s something I expounded on during my various meetings and interviews during my job search a few months ago.) But I didn’t realize there was a crisis. The profession has apparently lost so much respect, the reputation of PR professionals might be beyond repair.

As a reporter, I worked with lots of PR people. I’ll simply say some of them were more skilled in media relations than others. The newsroom would laugh at them sometimes, and typically someone would announce that any of us would be able to work in PR without much trouble. I was never one of those reporters who vilified PR pros. In fact, I was a bit taken aback last year when fellow journalists admonished me for joining “the dark side.”

Now I know public relations is much more than churning out press releases. My current hurdle is reminding my co-workers of that fact. I’m finally beginning to develop strategy for some clients, and for these first couple plans, I’m going by the book. I integrate social media whenever possible, and always fight to avoid “spamming” reporters. With every PRSA meeting, webinar and textbook, I’m learning to find my way in the world of PR 2.0.

I wonder if there’s a book on how to transition from newsroom to agency, creating a new position in a changing and unfamiliar field.

As always, stay tuned. Perhaps I’ll have to write it myself.

From Newsroom to Agency: It's a Transition

2011-01-14T19:32:12Z

I’ve written about how different it’s going to be once I can no longer call myself a reporter. Well, yes, it is different. But aside from the shift in my sense of identity, there are some other differences between newsroom life and agency life:

-Instead of a TV for every man, woman and child – there’s one television. And it’s not turned on all hours of the day.

-There seems to be a lack of clocks. Or at least a lack of large clocks with red numbers counting down to impending doom (aka deadline).

-I actually see everyone that works here. In the newsroom, there was morning, dayside, nightside, overnight… you wouldn’t see half of your co-workers. Nice to know I’m not missing anybody.

-I need to look at the big picture. I’m used to working on a project, finishing quickly to hit deadline, then moving on to the next task. I started out always looking for that next task – but sometimes, it’s ok to take a couple days to think about a project. Let it sit and come back. It’ll still be there. And you can do a better job by taking a second look. (A second draft?!? Unheard of!)

-Similarly, I’m working on a lot of stuff at once! I thought I was skilled at working on multiple projects from booking stories as a morning show reporter. But that’s nothing compared to agency life, when account executives are throwing new jobs at you from every angle. I’ve learned to live and die by my to-do list.

-There’s money changing hands. I don’t work for the good of the people anymore. (I mean I do work for the good of people, but not exclusively for the greater good. I’m not that big of a sell-out.) I have to worry about how much we’re charging clients for my services and how much time I’m spending on certain clients’ projects. It’s taking a while for my brain to wrap around this concept.

Of course, there are lots of similarities between working in a newsroom and working at an agency. I’ll go over those later -- I have to get back to my to-do list.

Bracing for Negativity in Social Media

2010-10-16T22:12:53Z

You'll find this post at the Insight Creative blog.

It’s probably one of many concerns for companies and business owners hesitant about jumping into social media: negativity. Comments from detractors, unhappy customers and the like.

There will be negative comments. Not necessarily someone out to get you (although that could happen) but maybe a customer who’s had an unsatisfactory experience with your business. Someone who’s not feeling all “puppies and rainbows” about you at the moment.

By creating social media channels, you are opening yourself up to these concerns. Remember, people had negative feelings before you had a Facebook page. You just didn’t hear about it. Now they have a forum to openly express their distaste with you.

But you have a chance to turn it around.

@briansolis states in Engage!,

Assuredly, every negative discussion is an opportunity to learn and also to participate in a way that may shift the discussion in a positive direction. If there’s nothing else that we accomplish by participating, we at least acquire the ability to contribute toward a positive public perception.

Think of it as an opportunity!

Some other points to think about if you encounter negative comments or any concerns:

Respond. Do your best to be understanding, and avoid being defensive. No matter how trivial or unfair you believe the claim to be, this customer needs your attention. If there’s no voice from the company, the conversation could spiral out of control.

Timeliness. There's no time to craft a one-page release to the media. Even a simple, “Thank you for your comment. Let me check on that for you.” can sometimes suffice until you rally the troops and come up with a response. Social media happens now.

Never, ever delete posts. (This of course excludes spam, profanity or highly-offensive comments.) Censoring your friends, fans, followers, etc. shows you don’t care what they have to say. Plus, they’ll catch on to what you’re doing. How would you feel if someone deleted your posts because they didn’t like what you had to say?

Turn the conversation around. Show your customers you care about their concerns, and figure out how you can help. If you can’t fix the problem, explain why. As Solis said, you can turn this into a positive experience if they see how much time and effort you put into helping.

Know what you’re getting into with social media. Customer service and reputation management are two of new media’s many opportunities.

Using #HireFriday to Find a Job

2010-10-07T18:04:22Z

This is a version of a blog post I wrote for Margo Rose over at hrmargo.com.

It all comes back to networking. Of course the proper qualifications are important, but we all realize “who you know” makes a huge impact on a job search – in person and online.

That’s why #HireFriday is an essential tool for any social-media savvy jobseeker. Building relationships, sharing advice and experiences, and answering questions are crucial during the difficult times many jobseekers are facing. It can be argued that those fellow jobseekers won’t get you a job… but maybe they will down the line! Or in the least, you’ll be a better person for engaging with them.

I’m proud to be a #HireFriday success story. I just landed my first job in a new career, and I have networking and Twitter to thank.

Through Twitter, I made a friend in my new field, asked her for advice, and she provided me with a list of places I might want to work. I emailed each of them my resume.

A month or so later, one of them contacted me about a position they were thinking of creating. After some thorough interviews, I got the job. The new position was never posted.

I guarantee my Twitter friend saw my #HireFriday tweets. She’s one of many who retweeted them. My new employer isn’t big on Twitter, (as the Public Relations/Social Media Specialist, you can bet I’ll work on that!!) but those tweets and links may have lead my friend to believe I’d be a good candidate for public relations or social media jobs. #HireFriday tweets are a good reminder to your followers that you’re qualified and ready to work!

Here’s what I’ve learned during my job search:

Create a concise #HireFriday tweet. You want people to be able to retweet and even comment on how great you are! My first attempt was too wordy and didn’t leave enough characters for people to RT. Learned my lesson!

Appeal to your network. Make sure everyone you can think of knows you’re looking for a job. I emailed many of the contacts I’d met as a news reporter. I asked my family to let their friends know. And don’t forget to tweet about it! Not necessarily “I need a job.” But something like “Met some great new people at last night’s social. Should help to expand my job search.” And of course, tweet every #HireFriday! Don’t worry about people getting sick of hearing about your job search. Seeking is your full-time job, and communicating that is an important part of the process.

Don’t wait for a job to be posted. My situation is the perfect example. Contact companies you’d like to work for, or just people in your desired field. Let them know you’re looking. Include your resume and elevator speech. Make yourself available to come in for an informational interview. Even if this company doesn’t work out, employers probably talk to people from different companies… they can discuss you!

Create a website and start a blog. Especially if your field is web design or marketing, don’t depend only on LinkedIn. The website itself will show your skills, and the information you put on it is an added bonus. Even if you use a simple template, people are impressed! A blog shows thought leadership and writing skills. Scan Twitter feeds and attend industry events to get ideas. Ask the #HireFriday community for comments.

Lean on the #HireFriday community. Share your ups – we celebrate each other! And share your downs – we can commiserate and offer solutions. Don’t give up! Keep tweeting and connecting! The good will come eventually.

My New Career

2010-09-24T20:02:46Z

As of October 4, 2010, I'll have a new career! That's right, I've accepted the position of Public Relations/Social Media Specialist with Insight Creative, Inc. in Green Bay, Wis.

I'll plan, coordinate and execute all the public relations programs for our clients. I'll also plan and maintain social media relationships. Plus lots of other duties! And I'll be working 8:00 a.m. - 5:00 p.m. Monday through Friday!

I can't tell you how excited I am, nor can I express how blessed I feel. I've been between jobs for fewer than two months, but I'm proud of how hard I worked to build relationships and market myself.

Thank you so much to all of you who made connections for me, read my blog posts and just gave me encouragement. Special apprecation for the #HireFriday community on Twitter! Great group of jobseekers providing insight and support during difficult times.

I can't wait to get started!

NNSMB: The Social Media Game

2010-09-21T17:16:31Z

My first New North Social Media Breakfast was a home run on my scorecard. For those of you playing at home, September’s topic was Sports. Our lineup included “players” from the University of Wisconsin – Green Bay, PMI (The Green Bay Gamblers and Resch Center) and the Paul Hornung Award.

As we all know, “Winning isn’t everything. It’s the only thing.”

(Apparently Vince Lombardi was not the originator of these famous words. But he did say,

“Winning is not a sometime thing…it’s an all the time thing. You don’t win once in a while…you don’t do the right thing once in a while…you do them right all the time. Winning is a habit.”

Not quite as pithy.)

My point, sports fans, is local leaders in the sports industry are trying to make sure their teams win. That includes the social media game.

Here are a few thoughts from this morning’s breakfast:

Social media is another way to tell your story. When the Green Bay Gamblers changed their logo and identity a few seasons ago, they wanted to include more swagger. A little attitude. Using social media has been the right play to call, allowing the team to show more personality in tweets and Facebook updates. As for the Hornung Award, social media may be the only way to tell the story. Social media is used to speak to the target audience: fans, sports information directors and the media.

Twitter is a news feed. Facebook is for interaction. Twitter is a great way to give game updates and distribute links to new content. But UWGB says their tweets can get buried in students’ Twitter feeds. So they like to send out similar tweets to get their message through. Fans and alumni tend to interact more on Facebook, commenting on content. The Gamblers and UWGB have found pictures to be very popular. People like to see themselves!

“If you’re going to do it, do it right.” The Hornung Award group believes social media should be put in the hands of someone who’s really going to go for it. Brendan Bruss of the Gamblers agreed, saying people “in the know” should be sending messages, because they’re the ones who can provide value.

Find a balance in your social media content. The Gamblers want to have fun, show their swagger… but also provide an impact. Sure, they don’t have the rules and recruitment regulations UWGB have to follow. But there are still guidelines, so everybody knows the message. You can have a good time with your fans and customers within those guidelines.

But what about that other sports team? Something about the green and gold?

The panel agreed they can’t worry about what the Packers are doing. The NFL team will always win when it comes to traditional media, so our area’s smaller teams can try to take the social media trophy. Thanks to all the panelists for sharing their insights!