Ethical Practices On Social Media

As we mentioned last week, September has been named Ethics Awareness Month by the Public Relations Society of America.  As public relations professionals, we must consider ethical practices at all times—especially on social media because of its emerging importance, high visibility and influence on its users.  Content on social media easily reaches people all over the world, and brands use it to build relationships with their audience. That being said, it’s a good idea to have a plan in case you run into some tricky situations. Here are a few things to consider regarding ethics on social media:

  • Best Practices: Take the time to write a social media code of ethics or best practices to avoid getting caught in an ethical dilemma. Think about potential problems that might arise and draft some guidelines for your firm. No two situations are the same, but if you encounter gray areas, having written rules and regulations can help steer you in the right direction.
  • Authenticity, Accuracy and Accountability: Distribute accurate information and avoid making false and/or misleading statements on social media, just as you would in a press release and other marketing materials. Authenticity of voice is especially important when you’re posting or tweeting on behalf of a client. Use real customer/user commentary and testimony versus making it up to make your client look good or relevant. Last week, a publicist came under fire after releasing a fake tape of Joan Rivers promoting “My Son the Waiter, a Jewish Tragedy,” an off-Broadway show. Rivers had been scheduled to record the ad before she died. If you do make a mistake, own up to it and issue an appropriate apology. Some brands have claimed that their social media pages were hacked after publishing content that was not well-received or that was inappropriate. While that is certainly the case sometimes, it shouldn’t be used in an attempt to cover up a social media flub.
  • Keep It Real: On the topic of authenticity, don’t buy Facebook “likes” and Twitter followers to make your page look more successful. Practices such as these are an attempt to cheat the system, and in the long run, they will only hurt your client because you will see little or no return. Sure, your client’s social media pages will have a lot of followers, but your audience will essentially be fraudulent, and it won’t deliver the engagement the page needs.
  • Transparency: Social media pages are meant to be a form of communication between your clients and their audiences. While most brands hope for positive feedback, there are times when they receive negative feedback on their social media pages. It isn’t pleasant, but resist the urge to delete the not-so-nice comments. Unless the comments violate terms of use or cross offensive boundaries, the right thing to do is to leave them and respond in a way that follows your company’s best practices (click here for some tips). Similarly, don’t leave negative feedback (anonymously or not) on competing social media pages. It’s unprofessional and makes your company look bad.

What other ethical issues can arise on social media? Share your ideas and tips with us in the comments.

September is Ethics Awareness Month

The public relations industry can present a variety of challenges and dilemmas, especially when it comes to ethical issues. The Public Relations Society of America has declared that September is Ethics Awareness Month. The organization is spending the month to bring light to the importance of practicing ethical behavior in this profession.

PRSA has a Member Code of Ethics in place designed to anticipate ethical challenges that come up on a regular basis. The PRSA Member Statement of Professional Values – including  Advocacy,  Honesty, Expertise, Independence, Loyalty and Fairness – are the foundations that are meant to guide a PR professional’s behavior.

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(c) Can Stock Photo

As PR professionals, we are hired to act as advocates for our companies and clients by providing credible and honest information to the public. Ethical practices really are at the forefront of every decision made – whether it’s the research and planning of strategic campaigns in an effort to avoid costly mistakes, developing relationships with the media, or determining solutions in the midst of a crisis. One of the biggest challenges faced is technology, as news travels faster than ever through websites and social media networks.

We realize that the public can perceive PR professionals as unethical at times, so we urge our colleagues to visit the PRSA code as a reminder of how to apply those particular values to daily communications strategies.

To read more on the ethics focus throughout the month, follow the Twitter hashtag #PRethics or check out the list of activities provided by PRSA. Participate in these conversations and help to raise the bar of ethics in public relations!

Public Relations or Advertising: When To Choose PR

In an ideal world, every marketing communications plan would include elements of advertising and public relations. In the real world, however, budgets are limited, so marketers often have to choose one tactic over the other. If your resources are limited, here are a few reasons to concentrate them on public relations:

• Cost – Advertising — even in print publications and on websites serving highly specialized and narrow trade industry readership — can be expensive, especially when you factor in the costs associated with creative development, photography, production and more. If executed properly and consistently, a basic public relations program incorporating news releases and targeted pitches can generate lots of “free” coverage for your product or service without the cost of advertising.

• The “news” halo – When an article about your company or product appears online or in a magazine or newspaper, it comes with imprimatur of being news, which inevitably gives it a higher level of credibility with readers than does advertising.

• Ability to target your message to specific media – Most companies want to convey multiple messages about their products or services to different target audiences. A good public relations practitioner understands how to make creative use of that information to craft beat-specific pitches that appeal to a variety of editors, bloggers or reporters. Advertising also is effective for targeted multi-messaging, but exponentially more expensive.

• Multiplicity of channels – With the proliferation of social and electronic media and their insatiable need for content, there are more opportunities than ever to earn editorial coverage for your products and services.

Sounds great, right? Well, like anything, public relations can sound too good to be true. It does have limitations, and there are advantages to advertising that public relations just can’t match. We’ll spell a few of those out in a future blog. In the meantime, if you want to add reasons for choosing PR over advertising (or vice versa), feel free to share them with us.

6 Tips for a Successful Magazine Pitch

Ok, you have a great idea for an article and you’d like to get it published in a specific magazine. Easy enough, right? Nope. The hard part is pitching it to ever-busy editors. Here are six tips for a successful pitch:

1. Research the magazine and editor(s)

It may seem obvious, but make sure you’re familiar with the magazine. Read past issues, know the audience, study the writing style, and browse the website. Also, review the magazine’s editorial calendar for the themes and topics that will be covered in upcoming issues, and think about where your article could fit.

You likely can find email addresses for editors in the magazine or online. Find an editor that is responsible for your topic or department. Remember, there is more of a chance to get a response from an assistant editor than the editor-in-chief.

2. Pitch a story, not an idea

An editor is probably not going to be interested in your idea for an article on a general topic, such as college football. Instead, try pitching a story on the four dark-horse candidates to win the Heisman.

3. Focus on the subject line

The subject line of your email is arguably the most important component of your pitch. Make it short and to the point. For example, “Possible article for November issue?” or “Article pitch: Four candidates to win the Heisman,” can capture an editor’s interest.

4. Send a pre-pitch email

You may or may not have an existing relationship with the editor, so it could be a good idea to send an email to reconnect or introduce yourself. Tell the editor that you were looking over their media kit and have a story on this year’s Heisman hopefuls that would be a great addition to the November issue. Be brief—two or three sentences—and say you’ll follow up in a week with a full pitch. Sometimes, the editor may ask for the article at this point.

5. Prepare the pitch

Think of the pitch as an audition for the editor to judge your writing ability. Write a few compelling paragraphs, starting with a brief summary of the article. Next, explain why the story is a fit for the magazine and its readers. Include a paragraph with details on planned interviews or other articles you’ve written. The closing paragraph should reiterate the article’s topic and why it’s relevant to the reader.

Don’t forget to proofread the email. Aside from checking grammar, make sure the editor’s name is spelled correctly and the right magazine is listed. One little mistake like that can direct your pitch to the trash and your email address to the ignore list.

6. Follow up

Editors are busy, so be proactive—but not annoying—with follow-up emails. If they give you the green light, congrats! If the editor passes on the article, thank them for their time and ask them to keep you in mind for future articles. Remember, pitching an article is not only about editorial placement, it’s also about building a relationship with the editor and magazine.

Do you have any other tips that have helped you successfully pitch an article? Let us know in the comments.

Our Favorite Pittsburgh Things—Point State Park

As we welcome September, it’s hard to believe that fall is almost here. But there’s still time to enjoy one of our favorite things in Pittsburgh—Point State Park (or, simply, the Point).

The Point, which is a short walk from the Yearick-Millea office, is located at the tip of Pittsburgh’s “Golden Triangle,” where the city’s three rivers come together.

Opened in the 1970s and recently renovated, the Point provides a recreational space within downtown and hosts multiple city events, including the Three Rivers Arts Festival, the Richard S. Caliguiri City of Pittsburgh Great Race and the Three Rivers Regatta.

Visitors can learn about the area’s role during the French and Indian War at the Fort Pitt Museum and Fort Pitt Blockhouse, picnic at the Great Lawn and City Side Lawn, grab a bite to eat at the Café at the Point, or sunbathe by the fountain. The area is also a favorite among walkers, joggers and bikers.

The fountain at Point State Park shuts off some time in the fall, so you still have time to head down there and check it out!

What’s your favorite thing to do at the Point? Tell us in the comments!

The fountain at Point State Park.

The fountain at Point State Park.