Duane's Dartboard

Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on May 2, 2012.

Once upon a time, I lived in Portland, Oregon where I did public relations for a local hospital.

The medical center was well-respected and almost always received positive news coverage. One day, however, a headline writer for The Oregonian newspaper hurriedly summarized a positive story with a less-than-positive choice of words. The story described how the hospital offered a signing bonus to recruit nurses during a severe nursing shortage. Instead of describing the bonus as an recruitment incentive, however, the headline writer used the word “bribe.” To his credit, he put quotes around the word to indicate its use as a colloquialism.

The hospital’s president (my boss) thought the newspaper was implying that he engaged in unethical, under-the-table transactions. He was enraged and immediately ordered me to write a letter to the editor expressing our indignation.

Though I disagreed with the newspaper’s use of the pejorative word, I thought a phone call would suffice. I believed we would be overreacting to send an official letter of reprimand. My boss, however, was not dissuaded and he insisted that a letter be written.

I tried to explain that the person who wrote the headline was neither the reporter nor the editor, and any perceived slight in the headline did not erode the positive relationship between our organizations. Again, my boss didn’t want to hear it. He still wanted me to write a letter.

Unable to persuade him otherwise, I wrote the draft of a venomous, hard-hitting letter. I even made the project bigger-than-usual by routing the letter to the members of our leadership team. Everyone found cathartic relief by allowing their red pens to flow freely as they edited my words. Each person seemed determined to outdo his or her teammate.

When everyone had weighed in, I took their collective comments and blended them into a second draft. Their rewriting fun continued for another round when I asked them to edit the revised version of the letter.

Finally, everyone seemed happy. We had a punchy letter that would let those darned journalists know they couldn’t kick sand in our face.

Years afterward as I reminisce about that project, two thoughts stand out in my mind. First, I remember how I followed my boss’s instructions very carefully. He directed me to write a letter to the editor, which I did. Second, I wonder if anyone ever realized that I was never instructed to actually mail the letter, which I did not.

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Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on May 21, 2012.

My eighth grade English teacher taught me an important lesson that profoundly affects how I communicate today, decades later.

The class assignment was simple. We had to stand in front of the class and tell a story.

We could select any story, but we had to tell the tale within five minutes. That can be a frightening experience, especially for most self-conscious eight graders like me. Fortunately, we were given several days to practice our storytelling in private before that dreadful moment when we had to stand before our peers.

Sounds simple, right? Well, hold on! The teacher had a surprise that made the storytelling in front of our classmates the easiest part of the assignment.

After we had each delivered our presentations, the teacher announced that we would be telling our stories again. Actually, he told us we were scheduled to make our presentations two more times—once in front of a classroom of innocent second graders, and then to a roomful of intimidating 10th graders.

Quite frankly, I’ve forgotten most of the details of my story but two things I vividly remember. First, I can still see the second graders as they sat there with wide-eyed anticipation looking up to me, a mature eighth grader. Second, I recall how too many of the 10th graders rolled their eyes in boredom and looked down on me, a puny underclassman.

That was not a fun experience. In retrospect, though, most of my best learning has come during times I would not classify as “fun.” Ultimately, the assignment taught me to speak with confidence, to practice in private before speaking in public and to focus on core messages to fit the most important items into a specified time slot.

The most valuable lesson, though, was this:  Every story must be told differently to different audiences.

I’m grateful that my English teacher helped me to realize that one size never fits all.

The best communication happens when the message is tailored to the unique interests of a targeted audience. Otherwise, it will completely miss the mark.

In my early days as a professional communicator, a mentor told me, “If you aim your message at no one in particular, don’t be surprised if no one in particular responds.”

A communicator who thinks he or she can communicate to everyone in the same way is naive and feckless. A PR professional who disseminates information without tailoring the message to a specific audience is a fool.

Contrary to popular belief, there is no such thing as the “general public.”

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Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on Nov. 23, 2012.

I spent the first half of November in New York City helping people affected by Superstorm Sandy. I was proud to be part of the impressive disaster public affairs team of the American Red Cross.

Since I’ve returned home, many people have asked what I actually did. They are curious about the role of public affairs and how it fit into the overall disaster relief efforts.

To answer those questions most completely, I like to talk about what our entire team did. Working together, we created a synergy greater than any of us individually.

Here is what we did, and why public affairs was an essential part of the disaster relief efforts in New York and beyond:

Role of Disaster Public Affairs

1. We shared information. We told people where Red Cross services were available and how they could receive help. We knew that some were individuals asking, “Where is the Red Cross?” so our role was to share inform and help them access our services.
2. We told stories. We were surrounded by thousands of stories illustrating how the Red Cross fed the hungry, sheltered the newly-homeless and gave hope to those in such dire circumstances. People genuinely care about other people, and the community likes to hear stories about how their friends, family and neighbors are being helping. Volunteers and donors also need to be shown how their contributions of time and money yield an impressive “return on investment.” Read the rest of this entry »

Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on Oct. 3, 2012.

Those who know me best know I’m wired to begin any project by asking “Why?”

Before I launch a major initiative, I must first understand the objective. Why am I doing this? What is my mission?

Before I spend time and energy working on specific tasks, I must first understand why the project itself is important.  What are we trying to accomplish? What is our purpose?

Before I can effectively lead a communications team, I must first understand why my department exists. What is our mission? What purpose do we communicators serve? What is our raison d’être?

What is our mission?

Seriously, if we don’t have an answer, how we can’t expect others to value our work?

This summer I wrote a mission statement to serve as the cornerstone of our communications plan for the coming year. Here is the mission of the communications department of the Red Cross, Kansas City Region:

Mission of the Communications Department

We share information, tell stories and engage in conversations that inspire people to join the Red Cross in fulfilling its mission.

Mission of the American Red Cross

The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.

The mission of the Red Cross inspires me to be part of something bigger than myself.

The mission of my communications team focuses me on the important work we do as a Red Cross communicators. Our mission statement helps us to make good choices about how we should spend our time. It guides us as we invest the precious resources entrusted to the communications department.

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Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on June 20, 2011.

I spent two weeks in Joplin, Missouri immediately following the EF-5 tornado that destroyed much of that small town. I was there as a member of the disaster relief team of the American Red Cross.

In Joplin I talked with many survivors of the storm. I toured the indescribable destruction inside the tornado’s footprint. I even became acquainted with several of the people who lost their homes and were staying in the Red Cross shelter.

The more I got to know the people of Joplin, the more I was inspired by them. Although they seemingly had lost so much, they were grateful for what they still had. Although they greatly appreciated the support coming from every part of the nation, they felt no sense of entitlement. Although they faced an uncertain future, they were hopeful and believed that better days would come.

When I left Joplin, I knew I would never see most of the people again. Yet I knew that they would forever remain a part of me. Though we were together for only a brief, intense time, they left an indelible mark on me. The people of Joplin are optimistic, though very aware of their new reality. They are resourceful, resolute and strong.

In particular, three individuals shaped my memories of the disaster relief efforts in Joplin. Years from now, when I reflect on the time I spent there, I will always remember Marie, Nancy and Alana.

1. Marie was a Red Cross volunteer who lived in Joplin before the tornado struck. Even though she lost her apartment and possessions in the tornado, she returned as a Red Cross volunteer so she could help her friends and neighbors.
2. Nancy was a widow who lost her house in the storm. The strongest winds of the deadly tornado, however, could never extinguish the flickering flame of faith deep within her.
3. Alana had just graduated from college. Before she began her career as a high school English teacher she used some of her graduation money to travel half way across the country to help strangers in their time of need.

In the next three blog posts (click on the name of each person above) I will share more of the reasons why Marie, Nancy and Alana made such a lasting impression upon me and upon others who came into contact with these inspiring women.

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Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on May 20, 2010.

Remember the classic tale of the emperor who had no clothes? Popularized in 1837 by Hans Christian Anderson, the story is summarized in Wikipedia like this:

An emperor who cared for nothing but his wardrobe hired two weavers who promised him the finest suit of clothes from a fabric invisible to anyone who was unfit for his position or “just hopelessly stupid.” The emperor could not see the cloth himself, but pretended that he could for fear of appearing stupid or unfit for his position. His ministers did the same. When the swindlers reported that the suit was finished, they dressed him in mime and the emperor then marched in procession before his subjects. A child in the crowd called out that the emperor was wearing nothing at all. The cry was taken up by others. The emperor cringed, suspecting the assertion was true, but held himself up proudly and continued the procession.

In this story, with whom can you identify? Where would you best fit into the plot?

Certainly, no one wants to be the self-centered authority figure oblivious to reality. Neither do we aspire to be “yes men” who refrain from speaking the truth for fear of looking stupid or being punished for political incorrectness. Of course, the dishonest weavers would never be our heroes.

But what about all the people who lined the parade route? They went along with the game until someone dared to speak the obvious truth.

Personally, I identify best with the innocent child who demonstrated transparency and authenticity. (He would have loved living in the 2.0 world of social media.)

The little boy was not concerned about what others thought; he just spoke the truth. He was not worried about being ostracized by others; he was just being himself. His intent was not to make stupid people look even more stupid; he was just being honest, never considering the potential consequences of his honesty.

In all facets of life, we encounter people who refuse to see themselves as everyone else does. Their game continues as long as we collectively enable their self-absorbed delusion.

Daily we interact people who don’t want to upset the status quo. Perhaps they are like the “emperor’s ministers” who have too much to lose if things change. Often we find ourselves along the parade route, surrounded by people watching the world go by and pretending that nothing is wrong. These individuals are tempted to think it’s just them. They are afraid to comment on something that no one else apparently observes. Or perhaps they just hope that by ignoring the situation it will go away.

Then there was the innocent boy who curiously watched as the emperor flaunted his “new clothes.” When you think about it, he could have responded in a variety of ways. He had to chose from the following three options:

1. Say nothing. After all, why upset the status quo? Why not just pretend that nothing is out of the ordinary?
2. Be amused. Why stick your neck out? Just admit to yourself that something is amiss and then quietly chuckle at the absurdity of the situation.
3. Speak up. Why not say what needs to be said? What’s to be lost by being honest? Why varnish over the obvious reality?

I applaud the young lad for speaking up. As he grew older, though, I imagine he learned that society will embrace a child for his or her innocence and candor. That same society, though, will likely disdain those same traits in an adult.

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Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on July 8, 2012.

In my career as a corporate communicator, I’ve written hundreds of news releases. My reasons for writing those releases fall into three categories:

1. I have something newsworthy to share. The only good reason to write a news release is because it contains actual news. That’s so basic that any further explanation would only be condescending to my esteemed communications colleagues.
2. I need to recognize a donor or partner. In the nonprofit world, a donation will occasionally carry with it a high expectation for publicity. In such cases, it’s pretty easy to decipher the communicator’s motives for writing a news release. If the headline and first paragraph focus mostly on the donor, you can assume that donor recognition was the primary reason. Granted, many sizable donations have a significant impact in the community. That is inherently newsworthy and therefore deserving of a news release (which would automatically move it to my first category).
3. I am too weary to fight internal politics. Entrenched within any organization, you will find someone who believes that his or her “cotton candy” fluff is newsworthy. (Actually, if you’re a communicator, that person will find you.) Perhaps they want recognition during a special month honoring their particular profession. Maybe they just feel good about what they do and want the world to know. Reluctantly, I’ll admit that on rare occasions I’ve taken the path of least resistance and written an insipid press release merely to pacify someone for political reasons. Read the rest of this entry »

Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on July 15, 2012.

Recently I awoke from a long afternoon nap. Rubbing the sleep from my eyes, I looked around and realized I was in a conference room with other people.

At the other end of the room was a laptop, a projector and a screen. On the screen I saw a sleep-inducing PowerPoint that served as the teleprompter for a presenter who spoke in a monotonous, soothing and hypnotic voice.

Hoping no one noticed my return from a soporific state, I reached for my pen and tried to give the impression I was taking notes. Instead, I found myself making a list of things I hope to never again see in a PowerPoint presentation. Here’s what I came up with:

1. More than six words per slide. PowerPoint should be the backdrop against which the “actor” performs. With more than six words on a slide, it’s too easy for a speaker to use it as a teleprompter and read from a prepared script.
2. Cheesy images or clip art. Not every slide needs artwork. If in doubt, leave it out. Less is more, and I appreciate simplicity.
3. Spreadsheets or tables. Some business people do not realize that PowerPoint and Excel are actually two different Microsoft Office products. For me, a spreadsheet projected onto a screen never works. Never. Read the rest of this entry »

Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on April 21, 2010.

After all these years, I continue to be disappointed when I hear someone suggest that a communications objective is “to raise awareness.” I can’t begin to count the number of times I’ve been in a meeting and someone profoundly states, “We just need to get the word out. We need to let the public know about us.”

Let me emphatically state:  Raising awareness is NOT a marketing goal. It is a means to an end and should always be regarded as a tactic in support of some higher-level strategy.

Earlier this month I listened as a nonprofit communicator talked about media relations. She used examples from her organization to talk about writing press releases, pitching stories to the news media and developing relationships with reporters and assignment editors. I was tempted to quibble with her implied assumption that the traditional media are not waning in significance. When someone asked about social media, she brushed off the “new media” as not being serious forms of communication. I couldn’t disagree more, but I’ll save that rant for another occasion. Read the rest of this entry »

Classic Countdown — In the month leading up to the fourth anniversary of this blog’s launch, I am sharing my favorite posts. This was published on Nov. 5, 2009.

I think committees are a colossal waste of time. Too often they focus on process rather than impact. The typical agenda emphasizes “coloring within the lines” rather than creating collaboration. Attendees are probably there because they are required to be, not because they necessarily have something to contribute.

Over time, a committee tends to take on a life of its own. It creates work to perpetuate its existence. It looks for problems to solve in areas where problems didn’t exist until they were created by problem-solving committee members.

When I’ve chaired committees I’ve often struggled to understand why the committee was originally created and why it continues to exist. I’ve been a member of committees where I was able to catch up on my reading while held hostage by PowerPoint presentations intended to torture me with a meaningless dump of information. As a nonprofit leader, I’ve staffed numerous committees where I wondered how to best use the time of busy volunteers who thought committee work was a good way to be engaged in a worthwhile cause.

Mostly my efforts to improve committee life have been futile.

Okay, enough whining about committees. Let’s shift gears. At the risk of appearing to contradict everything I’ve just said, let me state that I deeply believe the following:

1. All of us are smarter than any of us. Together we share a collective wisdom that far outweighs that of even the most talented member of the group.
2. The whole is greater than the sum of the parts. A certain synergy can be created when we build on the strengths of each other.
3. The best ideas are those created with diversity of thinking. Against the backdrop of a shared vision, we each can make a unique contribution to a project. Read the rest of this entry »