One month- the amount of time I've spent at Dittoe Public Relations. How much can someone really learn in only a few short weeks? Well, let me assure you I have learned quite a lot in my time here so far.  From various PR tactics to Twitter, my eyes have been opened to the world of public relations and all that it has to offer. Coming off of my first two years of my undergrad experience, I have to admit that I was rather naive in the specific inner workings of communications and its range of specific fields. While I knew enough to get by and understand general conversations about industry-related topics, I am by no means near any level of expertise. However, in my short time as an intern, I have learned more in a month than in my first two years of college.  The hands-on experience I'm getting is truly invaluable and has really taught me how important an internship is in deciding my future career. I've learned how crucial the little things are in creating the big picture. Prior to this month, I didn't have a true understanding of pitching products and the importance of follow-ups. My views on this matter have developed significantly. For example, on of the accounts I help work on required a lot of pitching the last few weeks. Naturally, I sent out the first round of pitches and only heard back from a select few.  Initially, I have to admit I was a little frustrated. How could people not want to respond to my pitches immediately? Did people not like me? Was I doing something wrong? Being a typical first-time intern, I tend to take things way too personally.  Therefore, when I wasn't getting responses, I took it offensively. This is slightly ridiculous when you think about it, but rather humorous as well. Then came the realization that follow-ups were in order. I followed suite and you would've thought Christmas came early for me. I got some really great responses and I have to say it truly made my day (again, taking my job too personal)! While this may seem like an obvious step in any PR venture, it was a great discovery to me. Every day brings something new and I'm constantly learning about different aspects of the industry.  I have gained such a greater appreciation for the media and how it all works.  From local Indianapolis Public Relations to the greater Corporate Public Relations, I have already been fortunate enough to get a taste in a wide array of these various areas and forums.  While I still have much to learn and gain from this summer experience, I feel so grateful to be in the position I'm in. Learning public relations planning and strategies from the best Indianapolis PR Firm is truly a gift and an incredible opportunity.

This post comes from my personal blog but I felt it was extremly relevant to share these PR tactics with all of our readers here on the Dittoe Blog.

Now more than ever, internships are increasingly important for landing that first job. It is crucial that interns seek out relevant employment opportunities to help them achieve career goals. Getting started at an internship can be quite an adjustment, especially if you have never had one before. As a previous intern, I am going to offer my advice for starting your internship off on the right foot. Followed 10 tips on how employers can effectively work with and utilize their (PR) interns based on their skills and qualifications.
 

Before beginning your internship, it is important to have an idea of what you want to get out of it. What work are you looking to do and what value can you add to the company? When you begin your internship it is important to have an elevator pitch. We often hear about using these at networking events but I feel this is essential when meeting new people at the company. Not that you have to sell yourself once you have been hired, but so people can gauge your interests and career goals. Take a look at this excellent article from Examiner.com on getting your elevator pitch ready, there is even a contest to enter! Going out of your way to introduce yourself to everyone shows your eagerness to learn from each talented individual and your sincere interest in getting to know each and every person. Remember, first impressions are crucial!
 

Once you have been introduced, sit down with your supervisor and develop a communications plan between the two of you. What are the expectations? Decide the best means of communicating, how you will receive your weekly projects, the general format for all work and what types of updates you want to receive from one another. Weekly project lists with specified deadlines are a great way to stay focused and organized; in PR we cannot afford to miss any deadlines. Keep your supervisor and co-workers up to date on the status of your work at all time, especially if projects roll over from one week to the next. After that, work together and come up with a list of personal goals you have for the internship. It is imperative to go back and check these ever so often to make sure you are on track. Dive in, and don’t be scared. You cannot exceed if you never try!
 

Finally, here are some simple suggestions to make sure employers are effectively utilizing their interns:
 

1. Know your new intern- everyone should receive a copy of their resume so familiarize yourself past experiences and background information.
2. Based on your personal job description, find what areas you need the most help with and make a note of it- this is where your intern comes in.
3. Plan to individually meet with the intern and discuss your daily responsibilities and what role they have in assisting you.
4. Leave your apprehensiveness at the door- if you never give the intern a chance then how will they ever learn.
5. Begin with research projects and be sure they understand the importance of thorough research, no cutting corners here!
6. Let them sit in on phone calls or meetings, especially with clients. This will help them understand the importance of relationships and how you interact with your clients.
7. Expose them to writing, anything and everything helps. I have learned you can never do too much writing particularly since we have the opportunity to write in so many different styles. Have them take a stab at a pitch, byline or case study. There is no harm in letting them develop rough drafts.
8. If there any changes, comments or suggestions on work they have submitted, meet with them and explain why something is the way it is- don’t just change it and send it back to them.
9. Help them improve on their weaknesses- give them something forcing them to step out of their comfort zone!
10. Believe in your intern, you would actually be surprised what they can teach you!
11.  

To be the best, you have to produce the best. As a premier Indianapolis PR Firm, we pride ourselves on helping our interns get the most out of their time with us... are you doing the same?

I wrote a good pitch. It was solid. Five sentences long with, what I believed to be, a fantastic subject line. The copy was equally impressive when spoken over the phone, too.

So why didn't I get a response?

Creating a story idea or angle that involves a client is not as easy as it appears. This is especially the case when the client creates intangible products like applications, Internet-based software or security. We, as PR professionals, understand what makes our clients different from their competition. We see the potential in each of every one of them - whether it's the potential to be a regularly featured columnist in a trade publication or to be a guest on the Today Show. But I often find myself wondering, "Why can't everyone else see it?!"

Writing a pitch is an art. It has to get the attention of the journalist, blogger or producer with 4-6 words (subject line) and hold it through a brief email that in some way tempts the recepient to press "reply" and ask for more information or an interview.

Sure, I've had those special pitches that were successful the first time I sent them out. But more often, I go back to the drawing board and try to determine why I wasn't able to generate any interest and re-work my copy.

Perhaps I targeted the wrong person - maybe they don't work at the media outlet any more or they switched beats. Maybe my subject line isn't punchy enough. What if my call to action isn't urgent enough? These are all questions I ask myself as I re-evaluate the pitch.

Today, when faced with this very situation, I changed three words - that's right, just three words, and sent out my pitch to contacts I have been unable to secure stories with so far. Those three words worked. Can you believe it? I had a response from each contact within the hour.


Writing services are so much more than news releases, case studies and bylines! Just one of the PR tactics we pride ourselves in here at Dittoe is our ability to write strong, targeted pitches - that lead to interviews and ultimately, coverage for our clients. ROI in the form of a blog post, article or news segment.

Just three words turned a good pitch into a successful pitch. What can three words do for you?

This spring marks my fifth year since college graduation, meaning this October I will be dragging my husband to the five-year reunion at homecoming. More importantly, it also means I have successfully grown and cultivated my career - continuing my education 'outside of the classroom' for half a decade. Not to toot my own horn, but this is a very exciting year for me.

Prior to working at Dittoe Public Relations, I don't think I could have named you five Indianapolis PR firms. Of course, I knew of a couple because of networking events I had attended or through word of mouth - but really, most of my "PR education" has happened here at Dittoe.

When I started working here, it was clear that Dittoe was not your typical PR agency. I came from a very corporate background and found the openness of the Dittoe office to be exciting and full of creative energy.

I've learned so much about marketing, communications and public relations planning & strategies in the past five years. It makes me excited to think about what I'll be discovering and working on from this summer through the spring of 2014!

Granted, it's hard to even conceive of that year - 2014 - but then again, five years ago from today I definitely could not have told you I would be married, living in Indianapolis and working at a PR firm!

Considering developing a public relations strategy?  Regardless if your company has ever dabbled in PR or not, it’s important to determine whether or not a PR plan is the answer to your prayers.  Hopefully, these questions can help you determine if PR is the right path for you to consider.

1. Do you have a value statement?  Is your company, product or service the “first ever” or a truly “unique” solution?  Without a key differentiator, the likelihood of creating a buzz with the media is minimal.
2. What level of expertise are you looking for?  Do you need help writing and/or distributing press releases, or are you looking for an experienced pro to create a strategy for you and then work on behalf of your organization to meet your goals?  The latter includes writing services such as press releases, bylines and case studies, nominations for awards and speaking opportunities, constant pitching to key media contacts, PR consulting, media relations services, etc… Both can be done by a PR agency but the fees are slightly different.
3. What is your goal?  Why are you even considering public relations?  Many clients tell us, “We want to be on Oprah,” but for some, this isn’t a realistic goal.  The benefits of getting some key industry media coverage may exceed those of a giveaway on a talk show, or a mention in a national business publication may generate more investment inquiries than being listing as a “favorite thing.”  Take a step back and think about what kind of media coverage will genuinely help you build your business.
4. Who is your target audience?  This goes hand in hand with #3.  Many products and services can be used and enjoyed by people of all ages, but oftentimes companies want to focus PR tactics on a particular segment of the population.  Maybe this is to increase sales or interest within a previously “uninterested” group of potential customers – or to generate more interest within the group already known to be most likely to purchase your gadget or gizmo.
5. When do you want to see results?  Typically, our clients see results within a month, even as soon as a week.  The timing has a lot to do with the public relations planning and strategies for the client and available editorial opportunities, queries from media contacts, etc.  I recommend signing on with a PR firm knowing that it’s a long-term investment.  Yes, we can get you coverage soon but we can get you better coverage down the road when we’ve really established you as an expert and/or your product as the best around.

I could probably make this post last forever, but instead, I think I’ll just follow up on a monthly basis with more tips as I come up with them or run across some – maybe from your comments?

I recently read an article written by an entrepreneur whose mother and father, as well as both grandfathers, were entrepreneurs.  She asserted, “Perhaps entrepreneurism is in my blood…” which got me thinking. How did I get into public relations?

My mom went to college to become a high school history teacher. My dad went to college and law school to become an attorney. No one in my family has ever worked in advertising, marketing, media relations services or corporate public relations.  

I won’t lie, part of me always dreamed about being a lawyer like my dad. In college, I found law to be too analytical for me. I wanted to be creative. I wanted to write. Oddly enough, neither of my parents are big writers.

Imagine my surprise during my parents’ last visit to Indianapolis when I found out one of my grandmothers wrote and printed her own newspaper as a child. My other grandmother wrote children’s stories and typed them up to be bound in a collection for her children one day.

Note: I actually created my own magazine in elementary school (with artwork) and created a book of poetry in high school. Maybe I caught the “creative bug” and my love of writing from these two women?

For me, my talents (both inherited and learned) are best suited to public relations and marketing. It’s just the way my mind works – I can’t not think like a consumer PR strategist or a student of evolving PR tactics.  

Indiana must be in my blood too, as my parents, grandparents and countless other relatives all started their careers in Indiana. Even after growing up in the south, I've ended up at an Indianapolis PR agency. Somethings just come naturally, I guess.

So, you tell me… what’s in your blood?

I got a phone call last night from an old college friend who also works in Public Relations. While we talk regularly, light-heatedly swapping stories and discussing our preferred methods to accomplish similar goals, this call was different. As soon as I answered, her frustration and stress were immediately apparent.

While she works at an agency very similar to Dittoe PR in infrastructure and size, we differ vastly where our PR philosophies and tactics are concerned. Her conundrum: a nonprofit client for which she could generate only meager press and coverage. The issue being that at the beginning of their relationship with the nonprofit, a very specific campaign strategy had been developed that she is required to follow -- no thinking outside the box required.

While I acknowledge that every PR agency and firm has a different approach and this must be tailored to a clients' needs, there are some strategies we implement here at Dittoe PR that I am particularly fond of...

We place a large emphasis on media relations services. Consistently maintaining long-established relationships with both the local and national media allows us to readily take news from our clients’ public.

I can also assert with confidence that not a day goes by without each Dittoe employee conducting some type of research. Our philosophy: no matter what the established plan of action to garner coverage for each client may be, there are ALWAYS additional opportunities stemming from current events etc. By consistently keeping an ear to the ground we can pitch timely and relevant stories. This is the type of planned and unanticipated coverage that places Dittoe PR head and shoulders above the rest.

I believe in doing so we achieve exemplary client relations. We deliver period. But not just what you ask of us, typically it is far more.

One of the many services we offer at Dittoe Public Relations is trade show support. While it sounds pretty one dimensional, this is probably one of the more complex services we provide - and it's also my personal favorite.

It's not a secret that I was an event planner for my previous employer. I handled small client meetings as well as major trade show planning. While it's incredibly stressful, there's no better feeling than leaving an event with more customers, better brand recognition and some great press coverage!

Each trade show requires some creative public relations planning and strategies specifically designed to maximize press coverage. We're always asking, "What can we do, as an Indianapolis PR agency, from our offices as well as from the trade show floor for our clients?"

Now, I'm not going to get into the details of how we do what we do - that would be like giving away the recipe to the secret sauce! However, I can tell you from first-hand experience, the way Dittoe PR handles trade shows trumps what I did before landing my job here.

Last week I attended the Golf Industry Show (GIS) with an amazing client, Precise Path Robotics. They have created the first, fully-autonomous robotic greens mower for the golf industry! Check 'em out here. Not only did our press appointments show up, but now we're having tons of follow up interviews and the mower will be featured on the cover of an international golf trade publication!

We began planning for GIS back in November, and it certainly paid off! Our client is enjoying some great press and I'm even more excited to be promoting them at every opportunity. Can you tell?

Are you looking for some trade show support? Don't wait until the month of your show. Start planning months out in advance - and ask the experts for some help today!

I can honestly say that in Indianapolis, writing services are rarely advertised or promoted. Most firms, like Dittoe PR, include writing services on the short list of services offered - but few really expand on what these services are.

I'd like to take a moment to discuss what kinds of writing services Dittoe PR provides for its clients.

• Press releases. Each account executive here probably writes an average of two or three press releases a month. Announcements range from new hires and locations to acquisitions and new products. We pride ourselves in not writing the typical press release.
• Case studies. Not every client, but several, have such unique customer stories that they are worth sharing - not only with potential new clients but with the media, as well. These case studies are often featured in online and print media as well as on our clients' Web sites.
• Bylines. All too often we come up with great story ideas that editors like but don't have the time or staff to work on. Dittoe PR takes these opportunities to write the article for the outlet and work side-by-side with our clients to ensure the writing is accurate and truly portrays them as experts in their respective fields.
• Web content. Creating a new Web site but not quite sure how to explain a service, product or even the company? Dittoe not only provides consulting in these situations but we can also write copy in an easy to read, short and interesting manner - perfect for the Web!
• White papers. Oftentimes companies create some amazing white papers (which lead to great press releases), however the verbiage or topic being studied can sometimes be complicated and confusing. We work with our clients to write easy to understand white papers with corresponding press releases - which ultimately results in more coverage over a more diverse group of media outlets.

While this is just a sampling of the writing services we can provide for a client, it's certainly more than just a single bullet point on a list of services we provide on a regular basis.

So, want to find out how Dittoe PR can help you or your company? Learn more.

In the world of media relations and advertising alike, while it is important to get a message out to the masses and attract the attention of the public, it is also critical to avoid offending members of the target audience - or any members of the public for that matter.

Advertising Age featured a letter this morning from a consumer who was deeply offended by a current Verizon Wireless commercial, which depicts Italian Americans in a very stereotypical (and not extremely positive) light. The gentleman who wrote into AdAge explains why he takes offense at this commercial - as well as to other, similar offensive depictions of people sharing his ethnic background, as can be seen in various movies, television shows, books and advertising media.

The Verizon Wireless television ad that I'm referring to (which can be seen here, http://www.youtube.com/watch?v=_kDrsIeNb5c&eurl=http://adage.com/bigtent/post?article_id=134133&feature=player_embedded) depicts a family of Italian Americans at a picnic or barbecue-like scene. The leader of the group is a man who speaks with a strong Italian accent, talking to the familiar Verizon "Can you hear me now?" spokesman. He asks whether he'll be able to talk to each member of his family by using Verizon's service. In doing so, he refers to, for example, his cousin who he claims "is more like a brother to me."

The gentleman whose letter was published by AdAge describes being offended not only by this commercial, but by the various other ways in which American media often depict Italian Americans - essentially as ignorant members of the Mafia. He feels that the perpetrators are largely the advertisers, screenwriters, directors, actors, etc. who profit from turning Italian Americans into caricatures to fit a desired role or get a laugh.

When strategizing PR tactics, as with putting together an advertising plan, I know how essential it is to ensure the appropriateness of a message and that it will not offend members of the public. Verizon Wireless (or at least the agency that designed this commercial) clearly had an oversight in approving this ad for television. However, I have to agree with the author of the letter in AdAge - that the stereotypical depictions of Italian Americans are so pervasive and prevalent in American culture and media, that this ad really wasn't shocking or surprising.

I had seen the ad several times on TV and honestly, until I read this AdAge article, the thought that it might offend someone hadn't crossed my mind. However, having considered this from the perspective of an Italian American who takes deep pride in his heritage, I can understand why he feels the way he does and do agree that advertisers must avoid ethnic stereotyping, as it has the potential to damage their reputation and that of the company they represent.

Greetings from a snow coated and covered Indianapolis!

In an effort to improve my media relations and writing I have chosen 10 publications, all belonging to different genres and I must read one article from each of them daily.

Some of my choices are strictly news, others address current events from a more financial point-of-view, some deal with entrepreneurs and there are a couple that deal with pretty intense technology.

My thought behind this strategy being that the more I read, the better I will write. A seasoned PR professional once told me that after every story you read you should be asking, how did someone pitch this subject or topic successfully? Using this simple tactic I already find myself truly engaging in what I read.

My hope is this will also enhance my media relations and the manner in which I communicate with writers and reporters. After all, the more familiar I am with their craft and passion, the better equipped I will be to pitch topics that are relevant. The more I pitch them in a helpful manner, the more value they will see in a relationship with me as a PR professional. That's right, a win-win situation.

This blog post comes from our beloved intern here at Dittoe Public Relations, Adrienne Bailey.

Yooo Adrienne… that’s my name! I am a Hoosier, born and raised. I have lived in Indianapolis all my life and am currently a senior at Butler University. Go Dawgs!! I originally wanted to attend Butler to become a Physician’s Assistant; however, after I realized there was no room for my creativity, I quickly changed my major. The first semester of my sophomore year, I declared my new major; Journalism- Integrated Communications with a minor in Visual Arts. I was a bit apprehensive at first having no idea what I had gotten myself into. Now, I would have to say it was the best decision I have ever made. The classes and professors have truly made my college experience valuable. The knowledge of not only the professors, but also my peers, makes the learning environment challenging and rewarding.

The second semester of my junior year, I decided to study my High Renaissance, Baroque and Italian classes in Rome, Italy. I spent my time exploring the history, art and architecture of Ancient Rome, primarily fascinated by the culture and people. A typical day consisted of a class trip to the Piazza del Popolo (my favorite place in Rome), another to the Villa Borghese and dinner with favorites at Da Buffeto. My love for art and travel combined with my adventurous attitude was all I needed to live a semester abroad. My experiences in Europe have helped me in so many aspects of life. I was truly independent and on my own, traveling to the most beautiful places in the world.

After I arrived back in America, I began looking for an internship experience in PR. Oddly enough, I hadn’t seen Dittoe Public Relations on any paperwork, but instead found the agency on a friend of a friend’s Facebook profile page. I clicked through to their Web site, where I learned about their clients and coverage, read the excellent blog and immediately emailed the president of the agency, Chris Dittoe. Within a week I received a phone call back and had an interview set up. Just two days after my interview I had accepted the offer to begin as an intern in August of 2008.
My first semester here was more than rewarding, it honestly was life changing. You don’t truly know what you are capable of until someone gives you the chance to prove yourself. Thankfully, I was given the chance. My knowledge of PR grows every single day as I am constantly reading and educating myself on PR tactics, news and best practices.

I am ecstatic to have been given the opportunity to work here for a second semester. Not only am I working for the best Indianapolis PR firm, I am working with ten young professionals who have taught me the ropes and trusted me enough to give me projects, large and small, for all of our clients. Keep your eyes out for more blog posts coming from me!

Dear fellow friends, colleagues and professionals:

I'm writing this letter as a formal introduction to the newest official member of Dittoe Public Relations-Phyllis Bernstein.  Phyllis is actually from somewhere in Pennsylvania but the exact locale hasn't been determined. I remember in elementary school, my sister told me that having a imaginary friend was cool. If you had an imaginary friend your world seemed so much bigger and like my sister told me-even when we had to catch two separate buses at the bus stop and part ways from each other, she always had someone with her to talk to.  So eventually, I did create an imaginary friend (but of course it was NEVER as cool as my sisters). To this day, I don't remember her name but I do know that she provided me comfort in times or hardship (when my poodle passed away), companionship, a sense of loyalty and for some reason my friend was ALWAYS there to listen to me.  She never had something else better to do or something else she was working on.  She also never got mad at me either for hanging out with someone else.  The best part about my invisible friend was that she could cheer me up and always make me feel better about my frustrations.  

Phyllis in many ways has the same characteristics of my invisible friend. She is not a tangible object in our office but she is always with us.  Her voice is heard more than a few times in one day.  Trust me, by no means did we have an intention of creating her but it just happened.  Working at the best Indianapolis PR firm is definitely not an easy task.  We get frustrated, stressed, and tension is often in the air because media relations can often be a difficult task but we love the challenge!   You never know what is going to happen and you have to be prepared. You can always plan PR tactics and strategies but you have to be prepared for unexpected obstacles and Phyllis is here to help us get over these hurdles.    

This letter is long overdue as Phyllis has been a member of our community for quite some time!  Thank you Phyllis from the Dittoe Public Relations team!   
 

 

Many of you might know about the website called CareerScribe, and if you haven’t heard of this wonderful career resource, then you’re in luck because I am going to tell you about it.

 

CareerScribe is the first website to offer professionals a single platform to manage their careers. It allows folks to ‘scrapbook’ their careers with its unique CareerTracker feature, upload self-introduction videos and store and manage virtual resumes. And it gives you the ability to control your visibility to prospective employers.

 

Whether you are actively, passively or not searching for a job, CareerScribe offers a platform for professionals to track their accomplishments. The CareerTracker feature records this information on a timeline. Supporting materials, photos and documents can also be uploaded for each achievement.

 

This is a great tool for keeping rack of your day-to-day accomplishments, to eventually create a “brag book” that can be shared with prospective employers, your current bosses or you can just keep it for yourself. 

 

Working at a Indianapolis PR agency, we move a such a fast pace—pitching new stories, securing interviews for our clients, supplying journalists with information, collecting coverage, writing new press releases, editing bylines, utilizing different PR tactics, building press lists…we rarely take the time to document our coverage for ourselves on to a site, where we can visibly see the fruits of our labor.

 

CareerScribe’s CareerTracker if the perfect tool to use for doing just that. You can upload PDFs or video of your coverage, press releases, PR plans, etc. This way at the end of the month, when many of us our putting together monthly reports you have everything collected in one spot.

 

Our careers are one of the most important aspects of our life, so we really should take the time to keep track of our achievements. A CareerScribe profile is free for professionals. For more information head to www.careerscribe.com.

As part of Dittoe PR's media relations services, we do a good deal of writing for our clients. From press releases to case studies to formal updates and communications with various parties, we spend a good portion of most days typing away at our computers.

I've always enjoyed writing, so I like this aspect of the business. However, particularly when brainstorming creative pitching ideas or crafting a persuasive message, I don't do as well being an "on-demand" writer. Often I'll need to let my ideas flow first, or bounce thoughts off my co-workers to see what their reactions are. The best way for me to get my creative juices flowing, however, is exercise.

I've always loved playing sports, and I run quite a bit now. During college, there would be nights when I was struggling to concentrate on studying that I would need to take a break for some exercise. I'd go play a game of pickup soccer or basketball, throw a football around on the quad, or go run a few miles. When I returned, my energy level was always much higher, and my mind felt sharper than ever.

This is similar to how I am now. Each day, if at all possible, I make sure to get some exercise in. Not only does being in shape make me feel physically better, but I know it makes me more energetic, mentally sharper, and puts me in a better mood. The only trouble this time of year (in January) is that all the people who have special New Years resolutions to exercise fill up the gym to capacity, so that those of us who are always there have to wait in line. Oh well, I guess I should be happy that other people are making themselves healthy and doing something good for their minds and body!

Here at Dittoe, many of us enjoy regular workouts to help stimulate our minds to create effective and interesting messaging for our clients. Maybe that's why we're the best Indianapolis PR firm and have such great clients!

At Dittoe PR, the Indianapolis PR firm where I work, I've had some exciting new work to do. My client Bob Compton has recently released two new DVDs on global education, completing a Triology. The original film, Two Million Minutes: A Global Examination, took a look at high school education in the U.S., India and China, comparing how two student from each country prioritized their time among school, studies, extracurricular activities, and spending time with family and friends. It also addresses the implications of how these students spend their time for the global economy.

Now the two new DVDs - Chapters Two & Three in the Trilogy - have just been released in the U.S. These were created because of the huge demand from Americans for some answers. The Two Million Minutes team looked to the students again, a year later, for insight into their experiences in high school in the three countries. Here's a sneak peek of what these new films reveal...

Chapter Two - Two Million Minutes in India: A Deeper Look at Indian Education

In Chapter Two, we bring together the two American and two Indian students to interact as peers in a roundtable discussion. Now freshmen in college, how well did high school prepare them? Do they wish they had done things differently? How do they see their peers in other countries now? How different is the college experience between these two countries?
 
Also interviewed in the DVD is former principal of St. Paul’s English School in Bangalore, India – Ms. Sundari Rao – to get her insight on Indian education and student preparation for college and career. Bob Compton discussed with her the differences between Indian and American education: How do the curriculum and teacher credentials differ from that of the U.S.? What challenges do Indian schools face compared to U.S. schools? What can Indian and American educators learn from each other?
 
Chapter Three – Two Million Minutes in China: A Deeper Look at Chinese Education
 
In Chapter Three, we once again pair the two American students with their foreign peers in a roundtable discussion – this time with the two Chinese students. We ask them questions similar to those in Chapter Two, in an effort to compare Chinese high school education with that in the U.S. and India.
 
We also interviewed the Headmaster of Xiwai International School in China, Dr. Min Lin. Bob Compton probed further into the realm of Asian education and how it differs from that in the U.S.: How is traditional Chinese K-12 education changing? What are the strengths of the historical approach, and what are you trying to achieve with new approaches? How much freedom do high school principals and teachers have? How do you balance teaching Communist philosophy with capitalist economics? China seems to have a very active “Gifted and Talented” program – can you elaborate? What can Chinese and American educators learn from each other?

Now that these new DVDs are available, we have the opportunity to utilize our public relations planning and strategies to promote them to the public! Check them out at www.2mminutes.com.

I wrote earlier this week about a recent fiasco in the world of public relations. A respected PR professional and Ketchum staffer had made a trip to Memphis, Tenn., to present on effective social media strategy to one of his key clients, FedEx. When the PR pro, known to many on the Web as Key Influencer, got to Memphis, he had nasty experience with “an intolerant individual” in the city. Being an active member of the social media community, Key Influencer, posted the following message on Twitter:

 

“True confession but I’m in one of those towns where I scratch my head and say ‘I would die if I had to live here!’”

 

Now, given the background on the story, it’s easy to understand why he posted what he did. Someone was unnecessarily rude to him and he used twitter to vent his emotions on the experience. All was well and good until a FedEx staffer saw the post, didn’t know the context, and thought the PR guy was ripping on his hometown. Ketchum and FedEx execs were contacted and things got a little messy.

 

What ensued was a divide among the PR community. Many saying that the response of the FedEx staffer was blown out of proportion and some saying that Key Influencer was wrong to have posted something of that nature on Twitter in the first place, especially given his social media experience AND the fact that he was presenting to a Memphis client that day.

 

I agree with both sides, by the way.

 

What really intrigued me about this fiasco was the response given by Key Influencer, whose name is James Andrews, in the face of this crisis. FedEx and even Ketchum have crisis communication plans when something like this happens, incorporating intensive public relations planning and strategies. But what about James? He’s just a person, not a company, but he has a brand to maintain. What would his crisis communication plan be?

 

I went to James’ blog to check him out and see what his response to the situation would be, and what I found was a very intelligent man, with great industry insight, and a slew of followers who believe him to be one of the best in the PR industry. It was then that I realized that James had done the first thing in crisis communication plan—He had proactively laid down the groundwork for a great reputation. Without this groundwork, he’d be a goner.

 

Then I checked out his response. In any crisis communication, in my opinion, you need to take responsibility, be transparent and honest, be accessible, monitor the news, and communicate with your key audiences. Now, I have no experience with a personal branding crisis (maybe we should check with Britney Spears’ publicist?), but let’s look at how James responded based on these criteria:

 

• Take responsibility: James posted a blog post in which he apologized to the citizens of Memphis if he had offended them. He recognized that his response was emotional and regretted the misunderstanding.
• Be accessible: This is where James may have faced a hiccup. There is at least one blogger who wanted an interview with James and didn’t receive one. It looks as if the only place where James responded was on his own blog and Twitter accounts (if I’m wrong, please leave me a comment!). Granted, he is just a man and does have a day job, and we don’t know if Ketchum asked him not to respond. Media relations services in a whole new light.
• Be transparent and honest: Did a good job on his blog. And bonus points? So did his incredibly witty wife.
• Monitor the news: No clue how he’s doing with this, though I’m sure that both he and Ketchum are keeping an eye out. 
• Communicate with your key audiences: He certainly communicated to his following, and I’m certain that he and Ketchum are doing quite the behind the scenes job with FedEx and their other clients.

All-in-all, I think James did a good job maintaining face in this situation. There was a lot of mud-slinging about this incident on the Web, and James was quick to respond through the outlets that he knew best and where he could control messaging. Excellent PR Tactics.

 

But enough about what I think, what do you think? Did he respond well to the crisis? What’s to happen to his personal brand? What would you have done differently?

No, not this kind of brand. Although, some people do choose to this kind of branding - this is not quite what I'm asking you to do. So let this be your "disclaimer" right now - I do not want you to physically brand or tattoo yourself.

That being said, today I noticed that the city of Indianapolis is unveiling a new branding effort - which is very exciting news to me not only as a resident of the state of Indiana but also as a PR account executive. It's like living through a case study! I know what the current branding is, or at least I think do, so I'll be able to really see the difference with the new branding campaign and strategy as it happens (hopefully). Very cool. Anyways, this new branding effort for Indy made me think about the importance of branding yourself.

Branding yourself is a personal PR tactic worth looking into! It's a good way to start planning a career, begin writing a resume or cover letter and it's even beneficial to consider before interviewing for a job or networking with other professionals in organizations like AMA, PRSA and Ad Club. The biggest questions you'll encounter in any of these situations is "Who are you and what do you do?"

A few years ago, I decided to brand myself as an "event planner and PR coordinator." As a result, my LinkedIn profile, Facebook and MySpace pages, resume and portfolio was modified to reflect my personal brand and career goals.

Now, I've changed again. I'm a "PR account executive" - so everything from my page on CareerScribe to my Twitter profile reflect this. Branding not only helps people find you and your company, but also could present you with job opportunities down the road. (Who knows, you might just end up at the best Indianapolis PR firm!)

So what are you waiting for? Brand yourself - stake your claim. Are you a creative genius? Entrepreneur? Communications diva? Social media addict?

Tell the world!