Morgan McLintic on PR and Performance

Don't let the Germans see this

...but it looks like they're officially smarter than the Brits. I find that hard to believe, but the bit about the French is probably true ;-)

Ten questions interviewees never ask

Here are some questions that interviewees never, or at least rarely, ask. Not sure why. I expect there are others you can suggest, but here are mine:

1. Is the company profitable? - sure you can get old data from D&B or Companies House in the UK, but this is important. No profits means your prospective agency won’t be around for long. More importantly, ask where do the profits go? Into the owner’s gin palace? Paid out as dividends to insurance companies? Back in the business?

2. Can you give me revenues for the last five years? - if the company is shrinking or has missed a few years’ growth, what does that say about your future role?

3. What is your staff churn rate? - prospects ask, but interviewees don’t tend to, even though they’re more directly affected. If it’s 33% - you’ll only last 3 years on average.

4. How does staff churn vary by level? - this is a better question. Junior staff will have a higher churn rate since they are learning and many will fail to hit the grade. But if there’s senior churn, that’s less good. Better still, ask what the churn rate is for the position you are applying for – if it’s high, perhaps the job is unsustainable?

5. What is your client churn rate? - you want to know the agency can hang on to the wonderful-sounding clients they’re offering you.

6. What is your pitch to win ratio? - when clients go, you want to know that your new agency can win new ones. If they’re winning less than 1 in 3, the new business process is broken – they’re either pitching the wrong clients or the proposition isn’t right.

7. Who beats you in new business pitches and why? - you should get a straight answer to this. If they don’t know, they’re not doing their market homework. If they spin you excuses, they’re in denial. All agencies get beat out sometimes, the main thing is to work out why.

8. What’s your average account size? - this really just tells you whether you’ll be working on several smaller campaigns or one large one. There are pros and cons to each. Some people are more suited to fast-paced, agile start-up campaigns, others to complex multi-dimensional blue-chips. Decide which is for you and make sure it matches the agency’s client base.

9. What percent of your revenues does your largest client account for? - this shows you how dependent the agency is on its flagship client. If it’s more than 10-15%, that could mean trouble if that company moves to another firm, gets acquired or has budget cutbacks. For some agencies, it’s literally in the 60-70% range. Your job security there will be directly related to that client’s retention, whether you work on it or not.

10. What is the equity structure of the company? - you want to know who you are ultimately working for, and also find out if they are responsible long-term owners or short termist. This will also give you an insight as to whether you can get equity down the line.

I’m not advocating that all interviewees ask all these questions at the first round. Of course, you need to decide which are most important to you, and you may find that you can get answers from other sources. But asked in the right way, these will help you decide whether the agency is commercially strong and a good fit for you. It’ll also help you come across as understanding the dynamics of how agencies work, which is no bad thing either.

Technorati Tags: careers, jobs

Typepad launches blog widgets

According to TechCrunch, Typepad is launching new blog widgets, which enable bloggers to add features such as search engines, music lists and feed directories, to the sidebar of their blogs more easily. SixApart, which runs the Typepad service, has also opened up its API to allow third parties to develop more widgets. This comes hard on the heels of the launch of WordPress Widgets too.

These initiatives are aimed at lowering the technical barrier to entry for bloggers, and enabling them to customize their blogs without too much difficulty.

Technorati Tags: SixApart, Typepad

Monday poll: Should PR firms establish dedicated blogging practices?

Blogging is changing the way companies and their audiences interact. Should PR firms set up specific practice areas to provide 'blog relations' or 'social networking' services? After all it's a complex and ever-evolving area. Or should all PR consultants be blog savvy? Is it a risk to have these skills locked up in an ivory tower?

[Note to those reading this through RSS - the AJAX script which produces the poll doesn't seem to execute in my reader (NetNewsWire), so apologies if yours is the same and you just see a blank space below. You can vote on the site though].

Customer discussions on Amazon

Amazon.com has introduced Customer Discussions for its products. It's had Product Wikis for some time, but this looks new to me.

I can see how this would be useful to link the disparate conversation threads embedded in the reviews.

Technorati Tags: Amazon

The challenge of international PR

Todd Defren is right when he says 'international PR is broken'. The models of global conglomerate stitched together from a series of acquisitions or best of breed local agencies both have significant drawbacks.

According to our survey, fully 2/3rds of the clients who now engage in international PR programs reported that their international colleagues and global agencies “don’t properly adhere to a single strategy.” A lack of effective two-way communication raised these marketers' concerns about “inconsistent messaging and branding.”

Part of the solution is indeed the better use of technology as Todd suggests, but most of it is to do with the business model. Building an international network of agencies organically means each one will be integrated from a P&L perspective, have the same methodology, the same reporting structures, the same standards, training, systems etc. There's aren't many firms which have adopted this model.

Why? Because most independent PR firms don't have international aspirations or the resources to expand into new geographies. By the time they do, the conglomerates are circling trying to mop them up and put them into their collections so they never get the chance. Look at the industry by revenue - there are a few large global conglomerates at the top, lots of domestic small freelancers and boutiques, but not many mid-size international firms. Most of the mid-sized firms are focused only on one market - they've found a seam and are mining it to great success. Most are in the US since that's the largest PR market.

That's not great for clients since they only have a few shops in town to go to for international PR. Some of those will be conflicted. They'll have had previous relationships with a couple of others, so the choice is pretty slim.

Others decide to go the best of breed approach in each country but those domestic boutiques aren't used to working on international campaigns, at least not with this particular set of partners. That can burn management cycles and introduce layers of confusion.

It's a challenge both agencies and clients will need to address. News is increasingly global, speed to market times are condensing, addressable markets are international, all of which means clients and agencies cannot afford to to restrict themselves to domestic programs alone. I see this as one of the biggest opportunities in the industry, a place where there is a real need for expertise and capabilities, both of which are currently lacking.

Don't just get it - give it

How many times have you heard complaints that someone just doesn't 'get it'? He doesn't 'get blogging'. She doesn't 'get the culture'. He doesn't 'get this account'. They don't 'get where the PR industry is going'.

It's like a club with imaginary entry criteria. There's a cheap thrill in being told you 'geddit' when someone else doesn't. You're part of the club and they're not. We're similar you and I. Better.

Well no, not better. The implication of saying that someone doesn't 'get it', is that they are unwilling or unable to. Isn't it more likely that they just haven't had it explained in terms they understand? Isn't it actually your fault that they don't 'get it'? That you can't explain it (whatever 'it' is) in a way that they can comprehend?

Rather than condemning people who don't geddit, isn't it better to help them get there? I'd argue that's more satisfying than pointing fingers at them. The smug satisfaction of being in the club of those who 'get it' is a pretty hollow one, whereas teaching people what you know is far more rewarding. And guess what, you normally learn something too.

So, don't just get it - give it.

How to: Get a job in PR

Here are a few guidelines to getting an entry-level job in PR. It's easier to break into the industry in some countries compared to others due to employment laws, but these points should get you started:

Definition - know what PR is and what it isn't. I always ask candidates to tell me the difference between PR and advertising. If you can't answer, you need to research this further. It's surprising how many people want to get into PR, without understanding what it involves. Make sure you're not one of them.

Education - if you know you want a PR career before selecting your degree, then choose something directly related. There are now public relations degrees. Mass communications, marketing or journalism degrees will also be directly relevant.

Sector - choose which vertical industry sector you want to focus on. Make sure it's something that interests you. You will be talking about that topic everyday in quite granular detail. Take technology for example, it's not just about computers, tvs and cell phones. More likely it's about the software which designs the silicon chip inside each of those.

If you don't feel engaged with the sector, you will most likely do 24 months and move on, so save yourself the disruption.

If you are interested in a sector, then learn as much as you can about it prior to interviews. What are the main trends? Who are the movers and shakers? What are the main publications, events etc? Also bear in mind that some sectors pay better than others. In beauty PR, remuneration may be lower than healthcare for example.

Agency or in-house? - most entry-level jobs will be in an agency. Agency life will give you broad experience of a number of campaigns, but not allow you to go as deep. Progression at an agency is likely to be faster, and if you're interested in a managerial role, opportunities will probably arise sooner. But an in-house role may be more complex, more stable and more lucrative.

Internships - the definition of internship varies by country - in some it's just a few weeks, in others months. Regardless of the length, get at least two different internships before applying for your final role. This will help you decide if PR is really for you - it's not all champagne and parties. It'll also give you a feel for the tasks you'll be charged with, whether you like agency or in-house, and which industry you like. You'll also learn more about which firms are the good ones to work with when it comes to applying for positions.

Treat any internship as an extended interview. Many firms invest time and money into internship programs to give them a prolonged look at potential recruits. If you are interested in a permanent role with the firm, make that clear towards the end. Agencies are always looking for good people, even if the listings on their website don't say so. But if not, keep in touch with your prior internship companies - you'll need them for references and they may reach out to you later when a position crops up.

Applying - the rules of applying for a job in PR are the same as any professional organization. First impressions count, as does a personal approach and follow up. Make sure your resume and cover letter are spelt correctly. PR types are anal about that. if there's more than one typo - bang, you're out. Don't be creative with your resume and cover letter. Attaching tea bags, crazy shapes and colors, putting it on a CD, sending it in a box or on a Flash website might all seem like a good idea, but I'm afraid nine times out of ten, it'll have been done before, better and probably failed. You have to be creative in PR, it's just a prerequisite - don't apply if you are not. More important to you at this point is credibility - and a pink resume with flowers on doesn't do that.

Interviews - it's likely there will be a phone interview first. This is a screening call to ask some basic questions and flesh out your resume. Make sure you are on a landline in a quiet place. Prepare and be ready on time. The questions will be straightforward, and have a few of your own ready, equally just basic ones at this point, perhaps about the selection process.

Second round interviews will be face to face. Be prepared to have people wheel in and out, sometimes with several people at once. An interview is a two-way process, you have to feel comfortable with your potential employer as much as it does with you. The people coming through want to know if they can work with you, and you should make a call about that too. Cultures vary, so try out several to see what fits you.

Again, there are plenty of other resources to learn about interview techniques. Do turn up in a suit, even if they are casual - it shows respect. Do turn up on time. Do know the names of the people interviewing you and have done your homework on them. If it's an agency, learn about some of their clients. If it's an in-house role, look at the recent news and be prepared to comment on it. Don't bs in the interview - you'll get caught out and if you don't you'll likely fail down the line.

Follow up after the interview with a swift email. You may also have to do some assessments or provide writing samples so have those to hand.

Working in PR - the first few years in PR are some of the hardest, but also some of the most exhilarating. You'll learn a lot about the media, about the sector, about the art and science of PR, about teamworking and management, and about yourself. Be prepared to work long hours (occasionally) and sometimes to do fairly basic tasks. There's a lot of admin involved in PR - mounting coverage, drafting reports, refining press lists, researching shows etc. Those above you will have done their fair share no doubt, and technologies like extranets and RSS are removing some of it. It's important to get this grounding and the skills of attention to detail, hitting deadlines, and organization that they give you. Most of all though, you'll have started on a road which will take a lifetime to master. So enjoy it and good luck.

Technorati Tags: careers, jobs

Poll results: Press releases should be directed at end users

By a factor of two to one, you feel news releases should be targeted directly at end users. This means your message will reach your target audience without distortion. Consequently press releases should be drafted with this end audience in mind, as well as the press.

I'm afraid I disagree with that. I think press releases should have one audience in mind - the media. Now of course there is a whole debate about the effectiveness of the humble press release as a media vehicle, which is not a can of worms I want to open here, but I feel there are better ways for companies to reach out to their audiences than a press release.

While many of us dislike the direct mail which oozes through our letter boxes and into our inboxes each day, it can be hugely effective if given some imagination and if the mailing list is well targeted. This has the advantage of form, as well as content in getting your message across.

If you think press releases are good due to the Google juice a wire service can give then, then try blogs which are more personal and bi-directional. I think a blog post is a much better way to reach your online audience than a release they find on a search engine, since readers can write back, find related material and get onto your site. An online release has no branding and no interaction.

And the main thing you lose with a direct-to-consumer release is the third party credibility the media can bring. I'd rather audiences found online coverage than an online press release since it will have more impact.

Of course, there will be some end users who read press releases, and in a b2b environment, I've heard sales teams ask for 'air cover' of press releases they can point to, especially when breaking into a new market, just to show they have some presence. But I feel this is a not a path, PRs should go down. Once you forget who you are aiming your news release at and try to broaden it to the final audience, you run the risk of bastardizing the content to please no one. The humble press release should not be stretched into becoming a direct mailer, poor thing.

Clogger is about to be outed

The Nobleizer who writes the amusing, oft corrosive, self-deprecating, anonymous blog, Clogger, is about to be outed. In typical style, the author wonders whether anyone cares and whether we'll see this as some kind of self-publicizing stunt. Personally, I don't think so, but I do think it'd be good to get the author's name into the open.

To be fair, it's not that closely guarded a secret. I quite enjoy this blog since it's well written, but I'm not a fan of anonymous blogs. If you have an opinion worth hearing, have the confidence to put your name to it. Of course there are exceptions, but in general I think people ascribe more authority to a named viewpoint.

I see also the Clogster is taking issue with my preference to make any disclosures at the end of a post - like this one about OnHollywood. It's not my intention to lure you to read a post and deliver a sting in the tail. In fact in this instance, I needn't have made a specific disclosure at all really since, it's already in the public domain. But my apologies nonetheless - what can I say? I'm a clogger - but not The Clogger, his name's [watch this space].