Veracity

Employees Love to Make a Difference...

2012-02-29T15:55:00.002-05:00

There is plenty of research that shows employees are happier when they have the opportunity to make a meaningful impact on the world. As such, Corporate Social Responsibility (CSR) programs are an excellent way for organizations to satisfy this social hunger with their workforce. In the public relations (PR) sector in which Van Eperen & Company is a champion with our clients, we often recommend surveying employees about where they would like to dedicate their time, talents and resources on an annual basis. This is a great place to start because there are innumerable non-profits that desire - and deserve - a commitment of volunteers and funding.

However, whittling down a long list of charities to a short list is difficult. This is where collaborating organizations, such as our local example of the Corporate Volunteer Council (CVC) of Montgomery County, www.cvc-mc.org, can also be extremely helpful. The CVC vets and selects charities for CVC members to partner with on individual events, like the one coming up on 3/14: http://www.cvc-mc.org/content.aspx?id=671.

It is a great way for employees to feel good by giving a couple hours of their time during normal work hours. And, employers benefit by increased employee camaraderie, which usually equates to greater work output and longer-term employment because individuals know their employer cares enough to allow them to give back to the community on their dime! Everyone wins! If you want help setting up a CSR program, contact me at VE & Co. at 301-836-1516.

- Laura Van Eperen

Will you help us share the loVE?

2012-02-14T08:36:00.000-05:00

As we celebrate our closest loved ones this February, the team at VE & Co. also hopes you will join us in sharing some love and joy with the children at the pediatric center at Shady Grove Adventist Hospital in Montgomery County, Maryland.

LIKE our Facebook page and we will include a card in your honor to accompany a brand new Wii gaming system for the children.

If you would like to personalize your card, you can leave a comment on our page or tweet us @VEandCo. Thank you for your support of the children at Shady Grove Adventist Hospital and for helping VE & Co. to "Share the LoVE"!

Komen Could Have Prevented PR Firestorm by Listening to Communications Professionals….

2012-02-07T17:23:00.002-05:00

One of the most talked about issues during the last week is the Susan G. Komen for the Cure's decision to cut funding to Planned Parenthood, followed by the well-known breast cancer charity's reversal of that decision, and now today's resignation of Komen's Executive Vice President Karen Handel, who was seemingly involved in the initial decision.

This three-time headliner story has been dubbed "a PR firestorm," by some, and is reason for my commentary.

Being in the communications business, with our firm located just outside of the Washington, D.C. beltway, this controversial decision has every appearance of occurring without the consultation of one or more communications professionals, or without having listened to the advice provided by communications professionals. (Note, it very well may be the latter, considering today's "Job of the Day," as posted on PR Daily, http://www.prdaily.com/Main/Articles/10756.aspx)!

Communications professionals should be invited to sit at the table with C-levels, or decision-makers within organizations, to be part of every significant decision that will likely impact internal and external stakeholders. Strategically thinking through the potential reactions to decisions, by simply asking for feedback prior to making the decision, should be a no-brainer in 2012.

For those who don't fully understand the value communications pros bring to the table, consider this: We are adept at quickly assessing potential negative and positive impacts of information dissemination, we know our key stakeholders well, and how most are likely to react to issues and information. We also know when and how to appropriately educate stakeholders, by sharing potentially controversial information. And when a crisis strikes, we know how to manage them, and that “no comment” is not acceptable.

For Komen, the damage has been done. The once worthy non-profit's reputation has been forever tarnished by what appears to be one person's political preference. It is highly unfortunate and it certainly won't be the last time communications counsel should have, or could have, prevented this unfortunate PR firestorm.

-Laura Van Eperen

10 Quick Speechwriting Tips to Help Take the Fear Out!

2012-01-20T13:15:00.017-05:00

"According to most studies, people's number-one fear is public speaking. Number two is death. This means to the average person, if you go to a funeral, you're better off in the casket than doing the eulogy!"

- Jerry Seinfeld

As funny...and as true as this may be, there is one sure-fire way to take the fear out of public speaking. Arm yourself - or the person for whom you are writing - with a better speech! Here are 10 quick speechwriting tips.

1. Embrace the mission.

Know your organization and its unique story, inside and out. Make sure your passion for your work comes through loud and clear, in your words and delivery.

2. Capture your stories.

      Don't wait until it's time to prepare for the big speech. Make it a point to capture those success stories and transformational tales on an ongoing basis.

3.  People stories sell.

     Give examples of people who have been impacted - or could be positively impacted - by the things you're discussing.

4.  Have an "ask."

      It does not have to be as big as "Ask what you can do for your country..." But ask something of your audience, or directly engage them in some way. Even a phrase as simple as: "Tonight when you leave this room, I hope you will keep this thought in mind..." is a guaranteed attention-getter.

5.  Find your voice.

      If you are writing your speech for a boss or colleague, be mindful of his or her voice. Just because you - or Winston Churchill, for that matter - might make a point in a certain way does not mean that the person actually delivering the speech would be comfortable with the same tone and terminology.

6.  Know your audience.

     Not just who they are... but also the context in which they will be hearing the speech. Are there folks in the room with an opposing view? Are there folks in the audience who should be acknowledged and celebrated for their contributions to the cause?

7.  Beware the logistics.

     Will there be a podium, with a surface on which to rest the speech? Or will the speaker have to hold a handheld microphone in one hand and not have any place on which to place notes? Will the audience be seated or standing? Take nothing for granted.

8.  Font size matters.

     When formatting the speech on paper, use a large enough font size so that it can be easily read, allowing the speaker to only glance down, while maintaining as much eye contact as possible with the audience. Double-space to allow room for last-minute edits, if needed. And never have a sentence run to the next page!

9.  Practice the delivery.

    Several times, preferably.

10.  Read it aloud.

No matter how many times you read a speech quietly to yourself, you will not catch everything that needs to be changed or corrected until you hear it read out loud. This will also be the only way to effectively time the speech.

VE & Co. Vice President Steve Simon has written hundreds of speeches for elected officials, college presidents, school administrators, business executives and community leaders. If you are in need of speechwriting support for your organization, contact Steve at 301-836-1516 or ssimon@veandco.com.

Evaluating Your Email Marketing Campaign

2012-01-18T10:59:00.002-05:00

Thinking about using email marketing? Just "pressing send" isn't enough when implementing an email marketing campaign. It's important to measure your campaign's success and evaluate how you can improve for the future. Using this "test and learn" approach will be key to reaching your audience most effectively and getting the most value from your investment.

There are several simple ways to track your results:

Social media tracking: the number of followers, likes, comments, subscribers, interactions that occurred after the email was sent
Click through rate: measures the number of people who clicked on your links
Open rate: considered unreliable, but measures the number of people who opened the email
Unsubscribe rate: measures annoyance. Your unsubscribe rate should not exceed 5 percent.
Conversion rate: measures action. The conversion rate can tell you how many clicks turned into sales leads
Make sure you evaluate the email in the larger scheme of your campaign. Was it successful? Did you meet your goals and objectives?

Services like Google Analytics and MailChimp provide tools for determining the success of your email marketing.

For more information, or to speak with a VE & Co. team member directly about evaluating your email marketing results, please call 301-836-1516.

-Emily Kleiman

Emily Kleiman is an assistant account coordinator at Van Eperen & Company.

Employee Wellness Success Starts with Good Communication

2011-09-26T13:45:00.000-04:00

Van Eperen & Company was pleased to be a part of the Washington Business Journal's recent Healthiest Employers event. This first Washington, D.C. area educational expo and awards ceremony, sponsored by UnitedHealthcare, brought together human resources personnel, fitness and wellness professionals, and business executives from across the region in honor of creating healthier workplaces. View the list of the honorees and a slideshow of their creative activities on the Washington Business Journal website.

While the business case for implementing wellness programs in the workplace is clear, generating employee participation in these programs can be a challenge. Here are some top tips from the event to get employees actively involved in their personal health and wellness:

Research. Work with your health insurer, broker or other knowledgeable professional to analyze your workplace health challenges such as heart disease or stress. Tailor your activities and communications to address employees' unique needs and be open to reviewing and changing programs based on their feedback
Recruit Ambassadors. Nearly every organization has a success story to tell such as an employee who lost a significant amount of weight or someone who reversed their diabetes through diet and exercise. Recruit these individuals to be your "wellness ambassadors." Also, engage and showcase your leadership in wellness activities. Make it a team effort.
The "We Care" Message. While offering incentives for participation, such as reimbursements for health plan costs or gym discounts, can help boost participation, a number of healthy employers said that the overall message their programs send resonates even more with employees. The fact that an organization cares enough to give employees the time and resources they need to improve their health goes a long way towards creating a happier, healthier workplace. Be sure to emphasize the "We Care" message.
Create a Culture of Wellness. Look for ways to make small changes that can add up to big results for your organization's overall wellness. Publish a column of fitness advice in your employee newsletter or on your intranet site, or order fruit instead of pastries for corporate events. Kick off meetings with a stress-relieving joke or stretch, or redecorate conference rooms with a "Zen" theme. Rethinking old habits is the first step to creating your healthy workplace.

- Jennifer Strohm

Remembering An Amazing Communications Professional, Margery E. Zylich

2011-09-09T14:44:00.000-04:00

As we all jump back into the fall "rush," I would like to take a moment to reflect upon one of our communications colleagues who recently passed away. The amazingly accomplished Margery Zylich, succumbed to a 6-month battle with pancreatic cancer on August 29. She had risen to become a high ranking leader in MedStar Health. She was a highly passionate communications practitioner who was among the most accomplished and respected professionals in the communications field. She received numerous awards, including the International Association of Business Communicator's outstanding communicator of the year award, entitled the Pinnacle Award in 2007. Margery was absolutely at the top of her game - no question about it - always. She set the bar high, and as Jennifer Strohm of VE & Co. likes to say, "She was among a handful of colleagues who challenged me."

I appreciated and understood Margery's intense passion and commitment to her career. About 10 days before her passing, we spoke on the phone as she was still working from the office, trying to help a colleague's daughter get established in a communications career. Margery was putting in three half-days per week at MedStar, pushing herself to keep a routine, in spite of her intense medical regiment and severely declining health. Until the end, she refused to accept her fate. After learning there were no other treatment options, she told me she would not "own" the information her physician was sharing with her. I admire her for that. Carpe diem.

Margery was passionate about living until the end, and with that, I share an excerpt from her Caring Bridge Journal that struck me. It seems incredibly relevant as we all get caught up in the fall rush.

"As I look over my life, I am constantly trying to accomplish something on some list or another that I'm keeping. I don't rest well...internally, I am constantly pushing to "just do it." We really do not realize the impact the world of subliminal messages is having on our psyches. It's ok to do nothing, and better for your health...at least, this is what I am saying to myself as I look out to the rest of August."

August 15, 2011 entry from Margery in her Caring Bridge Journal

I believe many of us struggle with the love/hate relationship we have with our overflowing to do lists, but there is wisdom for all of us in Margery's words. It's ok to allow ourselves to slow down a bit.

Rest well my passionate friend Margery. You remain an inspiration to all of us.

Click here to donate to Margery E. Zylich Communication Fund.

- Laura Van Eperen

Got A Million Tasks? Consider the Good and Bad of Multitasking

2011-08-05T15:15:00.000-04:00

At the Washington Women in Public Relations "Idea Swap" on August 3, attendees listed time management as their primary challenge in the workplace. Dozens of PR professionals shared successful ways busy professionals can conquer their ever growing to do lists and ensure quality in their work. Panelist Cecilia Sepp made the distinction between benign and malignant multi-tasking:

"Good" Multitasking occurs when you begin one activity and let it run its course while you turn your focus to another activity. For example, if you begin to download a large file that will require 20 minutes to run, then you can maximize your time by reading and responding to emails during those 20 minutes.

"Bad" Multitasking occurs when you attempt to juggle many different projects at once, when all of the projects require your full, undistracted attention to complete. For example, if you are working on a writing project, you should concentrate on that document without the distraction of taking a phone call, stopping to talk with a coworker or checking your Facebook page.

So the next time your to-do list seems overwhelming and you seem to be running out of time to accomplish all of the tasks, remember to stop and prioritize your list rather than multi-task and sacrifice the quality of your work. In an environment free from distractions, where your focus remains intact and your mind clear, your creativity will have the opportunity to rise and flourish, and your work will reflect that originality.

-Emily Kleiman

How to Make the Most of LinkedIn

2011-07-18T16:08:00.000-04:00

LinkedIn is the ultimate social network for business professionals. With more than 70 million users in 200 countries, it has become the connection-based referral network, taking networking to Web 2.0 as one of the most useful social networks. In fact, people are not only searchable on LinkedIn, but also on search engines such as Google, Yahoo and Bing - LinkedIn profiles are usually in the top five when you search your name. Here are some tips to be sure you are making the most of out of LinkedIn:

The Profile: Complete your personal profile until it's 100 percent complete. This helps maximize exposure and connecting with colleagues from throughout your career. Also, make sure you type the names of the websites you link to so it doesn't display the generic "company website" or "blog."
Applications: After your profile is complete, add applications that will pull content from other places, such as Twitter. Other innovative applications allow you to share your blog posts, display your Amazon reading list, show events you have attended and even post presentations or files through Box.net or Google.
Groups: Join groups to help you network and connect with like-minded individuals and organizations. You can then contribute to conversations, provide resources and comment on trending topics to quickly position yourself as an expert in your field.
Skills: There is a beta Skills & Expertise section available where you can input your field of study or profession all the way up to 50 skills. This ensures that you reflect your expertise on your profile appropriately.
Connect: After you meet someone in person, whether you’re at a networking or social event, make sure you connect on LinkedIn. Better than just holding on to a business card, LinkedIn allows you to keep in touch no matter what company you or your connection are working at.

For more information, check out this article.

Just starting out? Visit LinkedIn's New User Starter Guide for a LinkedIn tutorial. And, don't forget to connect with the VE & Co. here.

- Rebecca Noel

Summer 2011 Newsletter: A Slow and Steady Recovery

2011-06-27T09:22:00.000-04:00

We know the facts: the past 10 plus years have been the worst in the U.S. economy in modern times. Since December 1999, there has been zero net job creation. Going back to the 1940s, there hasn't been a previous decade with less than 20 percent job growth.

The Mid-Atlantic region did better than most in terms of job growth the past decade, thanks primarily to our proximity to the federal government. The Baltimore Business Journal recently crunched the job numbers and showed that Virginia ranked fifth in the country overall for job growth -- adding 61,700 private sector jobs in the last decade. DC ranked seventh, adding 42,800 jobs, while Maryland ranked 18th -- adding 9,900 jobs.

As the economy begins to rebound, what should business owners be doing to protect themselves and their employees from another economic meltdown?

Visit our website to read the full newsletter.

- Laura Van Eperen

In this issue of VE & Co.'s 2011 Summer Newsletter:

Client Successes: State Highway User Money Returned to MD Municipalities
Client Successes: Kettler Forlines Homes & EPA Spotlight Indoor airPLUS
Client Successes: Ride 2 Recovery & UnitedHealthcare Support Injured Veterans
Marketing Tip: Become a Thought Leader
Intro to New VE & Co. Website
VE & Co. Welcomes Newest Account Coordinator & Assistant Account Coordinator
Next Up: Business Card Exchange Lunch on June 29
Next Up: What's Next for Association Communications? on June 30

The Last Word "To succeed, you will soon learn, as I did, the importance of a solid foundation in the basics of education - literacy, both verbal and numerical, and communication skills." - Alan Greenspan

Media Relations in the Digital Age

2011-06-15T09:39:00.000-04:00

Are there a lot of changes happening in the field of media relations in the digital age? Yes and no, according to a panel of journalists organized by the Public Relations Society of America- National Capital Chapter. Jeffrey Ballou, Deputy News Editor – Al Jazeera; Jennifer Bendery, Washington Correspondent – The Huffington Post; Tony Cappacio, Pentagon Correspondent – Bloomberg News; and Maggie Fox, Managing Editor of Technology and Healthcare – National Journal, recently shared their thoughts and experiences to a crowd of more than 100 PR professionals in the DC area.

The overall theme of the session focused on the basics of media relations, which many PR professionals in our busy world are tending more and more to forgo. Media relations is about being able to effectively match your story with the needs of the journalist.

Before you call, know who exactly you are speaking to. It’s also important to know what they are writing about. Before delivering a pitch, read recent articles by the journalist. It’s best to know exactly what they are working on, as well as their publication, while pitching them. Take the time to research topics they are interested in to avoid sending irrelevant pitches.

Also, think about why you are suggesting the story idea. Make it clear from the start on what you can and cannot offer. If you can offer people with relevant experience or experts in a certain field, make it known from the get go.

Finally, think about how the journalist will cover your story. The news cycle is moving faster than ever in today’s digital age. All story ideas need to be quick, topical and concise. It’s extremely important to know how the outlet covers news and be able to communicate how your story would fit. Will the interview be in person or over the phone? Will they need some sort of graphic or photo? Just because a reporter is writing for a radio station, doesn’t mean he or she isn’t taking some sort of a video for their website. Be sure to ask the right questions of how you can help.

Most importantly, remember it’s okay to play “small ball,” rather than hit a grand slam. While it’s great to get a story of the cover of the New York Times, there are so many other news outlets to focus your effort on and build relationships. It is these other news outlets that can ultimately, and may, in fact, help you reach your target audiences better.

- Rebecca Noel

MyPlate.Gov: A Health Communications Win for USDA and Our Nation

2011-06-10T10:16:00.000-04:00

If you haven't heard by now, First Lady Michelle Obama and Agriculture Secretary Tom Vilsack recently unveiled the new food icon, MyPlate, to serve as a reminder to help us make healthier food choices.

The new icon emphasizes fruit, vegetables, grains, protein and dairy food groups we need to eat for a well-balanced diet. It replaces the Food Pyramid, and its newer version "MyPyramid", as well as a number of food guidelines issued dating back to "Food for Young Children" in 1916. Check out The Washington Post's graphical history.

With this in mind, there are some important health communications lessons that can be learned from the new MyPlate campaign. Here are some of the reasons why I believe it will be successful:

The plate icon is very actionable. It's simple, clear and understandable, whereas the "pyramid" icon is not. How many of us climb up and eat on a pyramid every day?
The icon also communicates at the point when people can make healthier choices. As the First Lady says, "As long as they're half full of fruits and vegetables, and paired with lean proteins, whole grains and low-fat dairy, we're golden." Easy to understand and remember, without having to weigh, measure, calculate calories, fat, protein, etc. Our busy lifestyles require simple, easy to follow health communications to be effective.
The website and communications strategy surrounding the launch also should also be commended. The website sends a clear message "choosemyplate.gov." In addition, the website is easy to use and offers more guidelines, tips and information. It also has a variety of simple tools reporters could use to cover the story, which is I believe is one of the main reasons it received so much attention (having the First Lady involved helped a little too).
When you talk about health communications, it is very easy to get into other aspects of the obesity challenge—such as exercise, stress management, etc. I appreciate the clear focus of this campaign simply on nutrition. If you notice, the man climbing up the pyramid has left. Perhaps we will see a new fitness icon and recommendation in the future?

My one suggestion for improvement might be to consider small graphics in each quadrant, rather than just the words "fruits, vegetables, grain, protein and dairy." This would make it more accessible to those whose first language is not English.

But, at the end of the day, the MyPlate campaign is a good lesson for all of us. Take a look at what communications strategies you are currently using, step back and try to think about them in new ways. Is what you’re doing effective? Or are you just continuing what you've always done? Is there a way to do it better? Don't just be satisfied with the old communications "pyramids" in your life.

- Jennifer Strohm

Medicare: The new third rail?

2011-05-31T10:07:00.000-04:00

Social Security has always been considered the third rail of politics - try to change it and you'll get burned. Will the 2012 elections bring a new third rail - Medicare?

The day after a Democrat won a special congressional election in New York, headline after headline claimed Medicare - and Rep. Paul Ryan's (R-WI) much-publicized plan to make sweeping changes to the program - was much of the reason for the Democratic victory - and potential future victories. USA Today read: Democrats see Medicare as winning issue for 2012 election, while the Washington Post went with: Republicans on the defensive on proposal to overhaul Medicare program.

There is bipartisan agreement that something - be it Medicare reform or finding other health care savings - must be done to keep Medicare solvent. According to a report released on May 13 from the Social Security and Medicare boards of trustees, Medicare's trust fund will be exhausted in 2024. The new insolvency date is five years earlier than the trustees predicted in 2010.

Will the Republicans stick with the Ryan plan? Will Democrats say no to any changes to Medicare? And will this be a major issue in the 2012 presidential and congressional elections? Those of us who are political - and policy - junkies can't wait to find out.

- Jennifer Mandel

VE & Co. Marketing Tip: Tweeting for Leads

2011-05-11T13:21:00.000-04:00

In a 2010 study by Chadwick Martin Bailey, 51% of Facebook fans and 67% of Twitter followers said they were more likely to use brands they like on Facebook or follow on Twitter. Social media is the emerging way to generate business leads. Follow these simple steps to optimize your social media strategy:

Include links in your social media updates that expand on ideas and drive followers to your website. Use a link shortener, such as tiny .cc or bit.ly to keep track of click-throughs.
Drive traffic to your social media pages– add Twitter and Facebook icons to your homepage or e-mail signatures to drive friends and colleagues to your sites.
Monitor your brand. It is easy to search for your key words on Facebook, Twitter and Google. Regularly searching for your brand can lead you to potential conversations and generate business leads.
Respond quickly to feedback. If followers and fans are commenting regularly on your pages, it is important to respond to build brand loyalty and reputation.

It is most important to remember to treat your social media presence just like other customer service initiatives. Not everyone follows, tweets, fans or ‘likes’ social media, so always couple your social media strategies with traditional marketing to optimize your business leads.

The Journalism Profession: Alive and Well

2011-05-02T13:15:00.000-04:00

The University of Colorado- Boulder recently announced that it will close their journalism school which had been in existence since 1922.

The Daily Beast just declared that a degree in journalism as the most useless college degree.

And yes, newspapers and magazines are struggling to attract readers and more and more people are getting their news from Twitter and Facebook (and The Daily Show). But I would say to any student looking to major in journalism: Go for it.

As a journalism major myself (at the University of Missouri), I learned skills that were applicable for nearly any profession: writing, negotiating, collaborating, critical thinking, editing - you name it. While I didn’t ultimately choose the journalism path I thought I would, the degree opened doors for me in the advocacy world, Capitol Hill and now of course in strategic communications and marketing.

A few days after CU announced plans to shutter their J-school, the 2011 Pulitzer Prize winners were announced. Reading through some of the winning pieces, including the LA Times articles that exposed government corruption in a small California city and the Chicago Sun-Times' examination of violence in Chicago neighborhoods, I was struck by the real public service that some journalists perform. I later saw on my Missouri J-school Twitter feed that one of our own, Alison Sherwood from the Milwaukee Journal-Sentinel, had won a 2011 Pulitzer along with three colleagues, for their "examination of an epic effort to use genetic technology to save a 4-year-old boy imperiled by a mysterious disease, told with words, graphics, videos and other images." All of these winners demonstrate that journalism is alive and well, and is embracing the old (hard-hitting investigative reporting) with the new (multi-media).

- Jennifer Mandel

Etiquette of the 21st Century

2011-04-28T13:40:00.000-04:00

(Photo: Google Images)

From the BlackBerry to the iPhone and Android (and many mobile devices in between), America not only has an obsession with staying connected 24/7/365, but also a fascination. Texting, tweeting, emailing, Facebooking, Googling, BBMing – whatever method you prefer – has taken over good, old, face-to-face human interaction. I admit- I’m a victim of texting at the dinner table or checking my phone during a conversation with a friend, but isn’t it a bit distracting? Rude? Un-engaging?

In a recent New York Times column by David Carr, he writes about America’s natural mix of online and offline pursuits. In reference to the ‘digital revolution,’ he states, “It has made it fashionable to be rude.”

But, do people even consider this constant need for digital communications offensive?

An essay on TechCrunch titled “I Will Check My Phone At Dinner And You Will Deal With It,” addresses this new phenomenon, also referred to as Dinner 2.0 by author MG Seigler. He writes, “This is the way the world works now. We’re always connected and always on call.”

He also suggests that with today’s always connected world, it’s antisocial to not be checking your phone during dinner and other social events. He draws a fine line between talking on your cell phone (rude) and texting on your cell phone (totally normal). Why, you might ask? Well, a person talking on their cell phone is annoying and makes noise; while texting does the exact opposite (although some might still find it annoying).

So, are times a-changing? Or should we still follow the Emily Post ways:

“You do not text message when you are involved in any type of social interaction – conversation, listening, in class, at a meeting or, especially, at the dinner table.”

- Rebecca Noel

How to Manage Your Time with Social Media Platforms

2011-04-25T14:52:00.000-04:00

There are a lot of social media platforms available today, but it is sometimes hard to tell which are beneficial. As public relations professionals, we know that managing several media tools can be difficult and time consuming, but that’s why it’s helpful to find a platform that can help us manage all our interactions at one place.

Monitoring and managing several social media platforms can be very time consuming and eventually add up. Thankfully, there are several online social media monitoring websites that can help us easily interact with all of our media platforms at once. Using these forums can help us manage our time and stay current with social media trends. Some popular sites include Hootsuite, Ping.fm and more. These platforms can help manage:

· Facebook

· Twitter

· LinkedIn

· Tumblr

· Blogger

· Flickr

· WordPress

Through these social media monitoring platforms, you can easily update your company sites while making them interactive by simply adding links, pictures, creating groups, viewing and commenting on recent or related posts and more - all in one spot. These monitoring platforms even track results and report the success of your posts. For even more convenience, they can be used from your phone, email, Google Talk and many other devices. What a time saver!

So when you’re struggling for time, remember - there is an easier way to stay connected. Use these social media monitoring platforms and have time for your other projects.

Read more about these social media monitoring platforms here.

- Samantha Bolduc

Interview Pointers

2011-04-21T14:58:00.000-04:00

As a senior at the University of Maryland, I have gone through numerous interviews since sophomore year trying to land the perfect internship. The process seemed never-ending and nerve-racking, but since then I have learned the ins and outs of interviewing, which have helped me land the internship that I have right now here at Van Eperen & Company.

It’s tough competition for 2011 graduates looking to land their first job. Here are three main things to focus on before and after your interview:

Resume and cover letter. Read and re-read your resume and cover letter. Have a friend or colleague proof them. It is important that these are error-free because they are the first things your interviewer is going to see.

Practice. Practice a few interview questions with a friend, colleague or even a parent to make sure you are prepared for any questions that may come your way. Job Interview Questions is a great website I’ve used to practice questions that interviewers may throw your way. It’s important not to ramble on and on, without taking a breath. Also, try answering questions in front of a mirror.

Follow up. Make sure you follow up with your interviewer after the interview to show that you are really interested in working with them. Both emails and thank you notes are thoughtful and respectful to your potential new position.

Once you try practicing these three points during your interview preparation, each and every interview will become a breeze and lead you to success.

- Miran Lee

Five Myths about PR

2011-04-19T10:34:00.000-04:00

There are endless myths surrounding the PR industry. The way public relations is portrayed on TV and in the media have lead to misconceptions that cannot only hurt the PR industry, but also corporate America as a whole. And while the PR profession and industry continues to grow despite a tough economic climate, it’s important for all business professionals alike to be aware of the following PR myths:

Myth 1: Any press is good press. While you may be excited to see you or your company’s name in print or on the 6 o’clock news, beware of what the reporter is actually saying.

Myth 2: PR is all about press releases and press conferences. PR is an ever-expanding field and there are many aspects to PR aside from press releases and press conferences. Business events, online and social media content, community outreach and more.

Myth 3: Once you break through with publicity, you're golden. PR doesn’t stop once the big story ran in Friday’s paper. Think outside the box- how can you use this further? Consider getting copies of a feature story to use as marketing material for the future.

Myth 4: Publicity is free and easy. It takes time and effort to get publicity and it’s important to make sure you invest in it. It also takes time to learn the publications and reporters to be able to work closely with them and provide them what they need.

Myth 5: You need to hire an expensive PR firm. Take the time to find the PR firm that is right for you and fits within your budget. Don’t be taken away by the big names, when a smaller firm will be able to serve you just the same, or even better.

To read about more common PR myths, check out this article.

- Rebecca Noel

Pay to Play (And Sometimes It Is OK!)

2011-04-15T16:33:00.000-04:00

As a PR professional, I have watched with dismay as the lines between advertising and editorial have been blurred at some publications. The traditional firewall that used to exist between the two departments has literally been torn down at certain outlets.

But one area of "Pay to Play" really doesn't bother me at all - and that’s product placement. With the advent of DVR and time-shifted viewing, advertisers need some mechanism to ensure they are getting their money's worth. Placement of brands and products is so pervasive in our favorite shows and movies that sometimes we hardly notice it at all. This article chronicled the Ten Worst (or Best - depending on your opinion) Examples of Product Placement on TV.

A new documentary is coming out this spring that tackles Product Placement head on. The Greatest Movie Ever Sold, by documentarian Morgan Spurlock (of Super Size Me-fame), will examine the power of product placement. What makes Spurlock's take all that more interesting is that his documentary is actually paid for by, you guessed it, product placement. Several brands including Pom pomegranate juice, Old Navy, and Hyatt bankrolled the film - and will be heavily featured as a result. It will be interesting to see if Spurlock's film has any impact on the advertising and marketing industry. I have a feeling most viewers are like me - we don't mind seeing an iPad on Modern Family, as long as the show still makes us laugh.

- Jennifer Mandel

Building Networks

2011-04-13T16:54:00.000-04:00

In the process of pitching a story or new product? I bet you’ve heard the phrase: “Build networks.” These common words of advice have come up so often for me that I have almost started tuning them out. But don’t do that just yet- here’s a different way to read into “network” advice.

What you may not know about networking is that there are different categories of networkers. In PR, we use these categories all the time and probably don’t even notice. We’ve seen that there are some things in life that you’re always going to need help with. For example:

· Technology support

· Advice/Mentoring

· Industry Knowledge

Today, technology is always changing. Every minute there is a new product available. Sometimes it’s hard to keep up with the additions to this field, which is why it’s important to know someone who understands technology. As an enthusiast of digital works, it’s almost a given that they’ll have an idea of what may come out next. Talking to this kind of person can be extremely helpful as it can give you a whole spectrum of new ideas to incorporate into your pitch. Being a step ahead can help increase the appeal of any pitch.

Knowing someone from the industry that parallels what your intended editor covers can also help make a winning pitch. It’s important to know what appeals to your editor. Adding information that has to do with their specific interest can aide in capturing his or her attention.

Lastly, develop a network that can offer you support. Advice on how to make your pitch sound better will help your chances of having editor or writer respond. It’s also always good to learn from others, so having a mentor teach you their techniques will take you a long way.

For more helpful forms of networks, check out these 8 people you need in your network.

- Samantha Bolduc

VE & Co. Marketing Tip: Spring Clean Your Website

2011-04-07T09:29:00.000-04:00

On the web, less is more! Review all content and get rid of unnecessary or outdated content and focus on your company’s key messages. But most importantly, update your site frequently with timely information to give people a reason to keep coming back for more. Adding hyperlinks to certain words and phrases helps your Search Engine Optimization (SEO), as well as the sites you’re linking to.

Grade your website monthly, with a tool like Website grader, to see where your strengths and weaknesses appear. Monitoring your growth monthly is important to make sure you are doing the right things.

After initially grading your website, make the changes you can quickly. Common errors include mislabeled pictures or long headlines. These are quick fixes that will improve SEO almost immediately. Other factors that influence SEO are links back to your website, especially from social media sites. Make sure your Facebook, Twitter and LinkedIn pages are present on your homepage. Also, make sure your Facebook, Twitter, and LinkedIn updates send fans, followers, and colleagues back to your website.

And if you are considering a design change to your site– remember: White

space is your friend! White space allows for a fresh and uncluttered look, allows for easier scanning and reading of your site, and makes important content stand out.

Crisis Averted

2011-04-04T16:24:00.000-04:00

Southwest may be a very popular airline, but this past weekend could have put a dent in their reputation.

On Friday, April 1 Boeing 737 made an emergency landing with thankfully no injured passengers. Likewise on Sunday, April 3 another Boeing 737 experienced an emergency landing due to an electrical burning smell that filled the cabin. One crisis is bad enough, but two?!

As PR professionals, how are we supposed to deal with issues like these? We all know that crises are:

Unpredictable events
Threaten important organizational values
Require communication

Therefore, we must use timely responses and effective communication. If there is an issue, no matter the size, deal with it quickly. Small issues have the potential to become larger and more unmanageable the longer they are ignored. Southwest immediately dealt with their issue and found that three other jetliners had subsurface cracks that were similar to those of the aircrafts that experienced the forced landing. Imagine the issues that may have arisen if a timely response wasn’t approached.

To avoid threatening issues, it’s also important to look further than the surface of the issues. If you seem to notice a trend, look to see what it causing the trend. Southwest noticed a theme of subsurface cracks within their Boeing 737 aircrafts, which ignited inspections for all airlines. In the end, Southwest could be noted highly for taking the right precautions and valuing the safety of their consumers.

Finally, as PR professionals, we are taught that communication can solve almost anything. In this case- that’s true. By publicizing this issue instead of keeping it under-wraps, Southwest provided their consumers with transparency, a valued characteristic. Providing information to publics can help build bonds. Without disclosing information, Southwest could have lost the trust of their valued customers.

So all in all, by approaching an issue with communication, timely responses and an eye for deeper issues, a major crisis can be averted. All it takes is some PR basics and Southwest did it!

- Samantha Bolduc

Leadership vs. Management in the Workplace

2011-03-29T13:04:00.000-04:00

I recently attended a Public Relations Society of America National Capital Chapter event focusing on leadership skills in the public relations profession. The session began with two important questions I think all business managers deserve to ponder.

Are you a leader or a manager? Which is better in the workplace?

Let’s discuss question #1: Are you a leader or a manager?

I had personally never really thought about this. Like many who have risen through the “ranks” in their field we are often thrust into the position of “managing” or “leading” others with no real formal training. As I soon would discover through conversations with my peers, there are differences between the two. We defined a manager as someone who is tactical; who gives specific direction on a project or task to see it through to completion. A leader on the other hand is more “big picture” and inspirational. He or she sets and communicates goals to the organization and inspires others to achieve them.

And that leads us to question #2: Which is better in the workplace?

The consensus among the group of 50 or so communicators of varying degrees of experience was that you have to have both. A good executive brings both managerial and leadership skills to not only keep projects on track, ensure quality control but also inspire greatness and motive employees to do their best each day.

And also we agreed that everyone—no matter their level of experience or position in the organization—can and should bring these skills to the workplace.

In my everyday public relations and marketing strategies work at VE & Co., I am always truly inspired by the creativity and drive that my co-workers bring to our workplace. I returned from the session renewed to ensure I strive to be both a leader and a manager in my role as vice president. How will you plan to use them in your job?

- Jennifer Strohm

NYTimes.pay.com

2011-03-24T15:04:00.000-04:00

I love the newspaper. Yes, the ink can make your hands dirty, and when it was a tight Metro ride on my days commuting to DC, it was difficult to fold the paper ‘just right’ so it didn’t land in my seat neighbor’s lap. But there is nothing better than opening the paper up, and seeing the headlines of the day laid out in a nice, packaged format.

Obviously, I don’t get all of my news from print newspapers. I’m online all day, checking news sites and Twitter for the most up-to -the-minute happenings and to find new opportunities for my clients to get media placements. My go-to site for breaking national news is often the New York Times. But will it be come March 28?

Next Monday, the NYT will implement its new online pay model. People will be allowed to read 20 articles a month for free, but then the fees start. The Times is offering one of three subscription models: $15/month for access to the site and a mobile phone app (or $195/year); $20/month for Web access and an iPad app ($260/year); or $35/month for an all-access plan ($455 a year). The paper tried several years ago to charge access for their most sought after content, but abandoned the effort after determining that opening the site would mean a lot more visitors a month – and more advertisers.

(Photo: Flickr)

The Times is taking a lot of risk with this new approach. While people have demonstrated that they are willing to pay for financial news, are they willing to pay for access to a “general interest” paper? Are they going to lose readers – and such, will advertisers stay away?

I say – it’s a risk they have to take. Newspapers need to find a new revenue source as print subscribers are a dying breed. While “breaking news alerts” are something we are now accustomed too, we still need the long-lead investigative pieces that our nation’s newspapers tackle. Newspapers do more than just inform; they serve the public interest by shining a light on waste, corruption and/or abuse of power.

- Jennifer Mandel

AP Stylebook's Big Announcement

2011-03-21T16:11:00.000-04:00

(Photo: Google Images)

“E-mail” to “email.” The AP Stylebook has decided to take out the hyphen in the abbreviated form of electronic mail. Other “e” words with hyphens are to remain the same such as “e-book” and “e-newsletter.”

AP Stylebook’s Twitter page announced last week: “Language evolves. Today we change AP style from e-mail to email, no hyphen. Our editors will announce it at #ACES2011 today.”

This change was made following the modification they made last year to the word “Web site,” turning it into to “website.”

Along with the changes to the word email, here are a few other changes AP Stylebook made:

• Kolkata, India, instead of Calcutta, India - to follow local style

• Cellphone and smartphone become one word (no longer cell phone and smart phone)

These amendments will be added to the online version of the stylebook and in the 2011 print version.

This change has made me realize two things. First of all, the AP stylebook seems to have finally put aside their strict set of standards and adjusted to the natural course that language is taking. Second of all, we as human beings are somewhat lazy.

It’s a simple hyphen, and already I’m seeing comments on Facebook and Twitter expressing how long people have waited for this change to be made. Better yet, it doesn’t really make grammatical sense to me. “E-mail” is already the abbreviated term for “electronic mail.” The hyphen appropriately separates the “e” for electronic from the word “mail.”

I will admit that I do write “email” sometimes, and it’s nice to know that I won’t get points taken off on an exam if I forget the hyphen, but when I first read about the change of the word, I was pretty shocked. However, the more that I think about it, the more I am indifferent. It’s just another awkwardly placed button on the keyboard that I don’t have to press as much.

What are your thoughts about the changes?

- Miran Lee

Bracketology in the Twitterverse

2011-03-16T10:01:00.000-04:00

As a die-hard Terps fan, nothing broke my heart more than to see three Duke losses in one season college basketball season. While it was disappointing to fall yet again to the now 19-time ACC champs, it’s time to focus on what March is really about: March Madness.

Although my beloved Terps didn’t make the tournament and Duke made out as a number one seed, March always proves to be the best time of the year for sports entertainment. With underdogs like George Mason shooting past UConn into the Final Four in 2006, you never know what the NCAA tournament has in store. And this year, there’s a new aspect in the mix: social media.

The Twitterverse has already had an overwhelming response, as it usually does to national events, and will prove to be a great, up-to-the-minute resource for everything and anything March Madness. In fact, one website has prepared a Twitter handle and hashtag bracket for those hoops-obsessed tweeps.

In addition, Coke Zero is sponsoring the NCAA March Madness Social Arena, which takes a look at ‘Tourney Buzz’ through social media. They provide a list of all teams participating, their Twitter handles, hashtags and link to Facebook page. You can track stats, such as which team has the most ‘likes’ on Facebook (Ohio State Buckeyes takes the lead) or the most popular @MarchMadness hashtag (currently #SelectionSunday in light of yesterday’s bracket selection).

So even if you can’t catch every second of the action, log into your Twitter account and catch the latest scores, trending topics and hashtags.

Until next year, go #Terps!

- Rebecca Noel

#JapanEarthquake

2011-03-14T19:04:00.000-04:00

After Japan’s sudden earthquake disaster, people questioned the safety of loved ones and possible ways to help the tragedy-struck community. Without phone connections, many people turned to social media platforms as a real-time communication tool.

Social media made it possible for questions to be answered quickly. The aspect of real-time response made communication between environments possible. Not only did social media act as a real-time communicator during this natural disaster, but it also gave people the opportunity to show their efforts from home.

For many people, it might be unrealistic to leave your job and follow rescue teams to Japan- I know it is for me. However, thanks to social media, you can do your share of helping without leaving your everyday duties. Organizations adopted the idea of promoting text messaging pledge donations through Twitter and Facebook. Through these platforms, those who are not able to travel to Japan to show direct support can easily help by donating to the text pledge relief funds.

Social media has also made it easier for organizations to get the public involved. By informing followers with a quick tweet, consumers are able to see that their efforts are in action. Companies such as Red Cross, Global Giving and Save the Children have adopted the idea of using social media to increase involvement. Sending a text message can be a lot safer and easier than traveling to Japan. Social media has the power to let people’s efforts get noticed in a realistic way.

Learning from how we have used social media during a time of crisis can show us how important it has become in our lives. Quickly finding out answers and having the opportunity to help a community after a natural disaster has never been so easy. All of this is possible thanks to social media. It goes to show that social media is here, and it’s helping.

- Samantha Bolduc

Happy 7th Birthday, Facebook!

2011-02-21T17:02:00.000-05:00

It’s hard to believe that it has been seven years since the king of social networking, Mark Zuckerberg, founded Facebook.

(Photo: Mashable)

As a twenty-something, recent college graduate, Facebook was the social aspect of college. There were groups and pages for dorms I lived in and groups I was involved with; I also spent hours upon hours looking at friend’s profiles and pictures or playing games while procrastinating from homework and studying. It was a great way to keep in touch with my friends from high school, who were spread around the country at various colleges, seeing the new friendships they’d made or accomplishments they’d received. It was also the ultimate way to keep my calendar full of social events through Facebook event invites.

Looking back at how much time I have spent (and/or wasted) on this website, I couldn’t really imagine my life or friendships without it. So, as we celebrate this seven year milestone of the great creation that is Facebook, I took a look back at ‘life before Facebook’ with my VE & Co. colleagues.

VE & Co. VP Jen Strohm said:

“Before Facebook, if you wanted to reconnect with someone you had to either ask for their phone number or e-mail from a mutual friend or use the phone book/Internet white pages. I stayed in touch with a core group of a dozen or so friends and family via e-mail and phone calls, rather than the 200 Facebook friends I have now.

If you wanted to schedule an “event” you had to actually tell someone in person, send them a printed invitation, call them on the phone or send them an e-mail. Then they promptly wrote it in their paper planner or simply just forgot.”

Our other VP Jenn Mandel shared:

“Ex-boyfriends remained a distant memory and time was saved by NOT looking at random photos of your friend’s cousin’s new baby. Rather, photos were shared the old fashioned way with services like Ofoto. Bad photos of you from high school weren’t scanned and posted online to be ‘tagged’ and there were no incriminating party pictures ruining your chances of getting a new job.

It was also a lot harder to stay in touch with friends and family from around the country because you didn’t know what they were up to and vice versa.”

What was your life like before Facebook?

- Rebecca Noel

PR Trends in 2011

2011-02-15T14:16:00.000-05:00

Each New Year is an opportunity to take a look back at where we’ve been, but also take an important look forward and determine how we need to evolve to continue to be at the cutting edge of our industry. If you are one of our regular readers, you know we always try to keep you informed of the latest PR and marketing trends. There are three trends I am particularly compelled to highlight for local organizations that are discussed in a December post by Keith Trivitt on the national blog of the Public Relations Society of America.

First, reputation management. Reputations - both personal and corporate - are at a greater risk today than ever before. It is incredibly easy for bad news and misinformation to spread widely, often before an individual or organization even knows it has happened. If your company does not have an internet/social media policy for employees, you must. VE & Co. can help you draft a policy that respects an employee’s individual need for communication while protecting your organization’s reputation and intellectual property. In addition, it’s imperative that organizations have a strategic communications plan that addresses all of its audiences.

Well-written content is still king and second on my list for 2011. With all of the rush to launch the latest new website tool and glamorous new web flash design, organizations are forgetting to spend quality time on WHAT they are saying online, as well as HOW they are saying it. All of the language you use about yourself and your organization, from your biography in your LinkedIn profile to the careers section on your website, should map back to your goals. Can you say this is true now? If not, take some time and review the language to ensure it is the best it can be in 2011, or work with a strategic communications partner to do it. You may ask—does anyone really care? Well, the world’s largest search engines do as they are reviewing your content for key words (not your flashy new photos)! And, who doesn’t want to be found easier on Google?

Here an app, there an app (and much more in 2011). With the recent release of photo and comment integration on Foursquare, to the new Facebook “Places” and amazingly good “Groupons” and “LivingSocial” deals, organizations often ask me “How do we make this work for us?” Then answer is “It’s different for everyone.” There is no one-size fits all social/new media strategy. Each organization needs to look at its goals, audiences and desired measurable outcomes and work with experts in the field to determine how to maximize the new media. But don’t be afraid to get your feet wet. Most of the applications are free to use, so with a little time and effort you can establish a presence and start communicating. As long as you are able to successfully answer the all important question of “Why should anyone care?” you’re good to go.

What do you think is up-and-coming for the PR world in 2011? Leave your comments here.

- Laura Van Eperen

It’s time for the AdBowl er... Super Bowl!

2011-02-07T14:20:00.000-05:00

Super Bear Super Bowl! Well maybe next year. With my beloved Chicago Bears booted out of the big game by their arch rival Green Bay Packers, my viewing of this year’s Super Bowl was focused on one thing: The Commercials.

This year seemed to have it all: celebrities, quasi-celebrities (i.e. reality stars), the Budweiser horses and of course talking babies.

(Photo: YouTube)

As the mother of a 19-month-old, I admit a fondness for those talking E-Trade babies. But the comedic stylings of Ozzy Osbourne for Best Buy added a certain panache to this year’s big game. The crowd I was with seemed to enjoy the Volkswagen commercial featuring a pint-sized Darth Vader the most.

According to Kantar Media, thirty seconds of air time for this year’s big game cost $3 million. The cost of a typical 30-second prime-time commercial? Between $100,000-500,000. It will be interesting to see if this big commercial investment – especially by smaller companies – will pay off. Does anyone remember the company Just for Feet? Neither do I. They made a huge (and some say controversial) ad splash in the January 2000 Super Bowl only to go belly up in November of that same year.

So this year’s big game has come and gone. A begrudging congrats to all of you Packer fans out there. I’ve got high hopes for my Bears next year. And there is always the Cubs…ah to be a Chicago sports fan!

- Jennifer Mandel

The Moment of ‘Veracity’

2011-02-01T16:30:00.000-05:00

VE-RAC-I-TY (noun): devotion to truth; power of conveying or perceiving the truth; conformity with truth or fact; something true.

From Facebook to Twitter and everything in between, social media is constantly on the move and at times, very overwhelming. The ever-changing media landscape can be hard to keep up with as new media is quickly taking the world by storm.

We at Van Eperen & Company (VE & Co.) are here to lend a hand and offer our insight to the ‘veracity’ of the communications world. With a mix of new and traditional media, we always strive to provide strategic communications with the latest and greatest tools, technologies and trends.

Aside from reflecting on interesting articles or new marketing techniques and social media platforms, we want this blog to be a way to communicate with YOU, our audience. We’d love to hear your feedback and encourage you to share your thoughts, leave comments and ask us questions.