Two Guys Giving Birth to a Communications Plan

October 1, 2012

During the past 18 months, a national reorganization has dramatically changed everything within the American Red Cross. Though it looks very different than it once did, the organization remains true to its mission and core values.

Those of us who are proud to work as Red Cross communicators have experienced significant shifts in our roles and responsibilities. To help us navigate these changes, my co-worker—Jamie Dierking—and I just completed a communications plan.

The planning process at times felt like giving birth (something I’ve never done), yet it was probably more valuable than the actual document itself. I’m reminded of what General Dwight D. Eisenhower said: “In preparing for battle I have always found that plans are useless, but planning is indispensable.”

Our planning process spanned several weeks, interrupted by deploying to a national disaster, responding to increased inquiries from the local news media and handling our everyday work in communications. Our process consisted of asking ourselves the following questions:

  1. Where do things currently stand? Following the reorganization, what is our niche? Answering those questions resulted in the creation of the situation analysis portion of the plan.
  2. Why does our department exist? What real purpose do we serve within the Red Cross? As we articulated those answers, our mission statement came into much better focus.
  3. What impact do we really have? What difference do we make in the overall success of the organization? Answering those questions helped us form our vision statement.
  4. What do we actually do? As the dust settles after the national reorganization, what is our role? Also, what do we no longer do that we once did?
  5. What are our internal strengths and weaknesses? Externally, what opportunities await us, and what threats confront us? Although not included in the final document, four separate SWOT charts were developed for a) the communications department in general and then for our roles in b) media relations, c) disaster public affairs and d) social engagement.
  6. Having thought through all of this, what are we actually going to do? What do we intend to achieve during the coming year? What is our plan of action for media relations? For disaster public affairs? For social engagement? Within each of these categories we developed specific goals.

We fully understand that our work must focus on creating content and producing results. Because this is a transitional year, however, many of the items contained in the plan focus on process rather than outcomes.

Above all, though, we know that our ultimate goal as communicators is to continue making a significant difference in the success of the Red Cross. We are eager to continue doing that.

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1 Comment | Life in General, Marketing & Strategy, Marketing in a Nonprofit, Marketing Success | Permalink
Posted by Duane Hallock

Giving Thanks After a Broken Alternator

September 23, 2012

It’s Sunday morning. Originally my wife and I planned to return home today after a long weekend to celebrate her birthday.

Those plans changed unexpectedly, though.

Thursday morning we drove 200 miles to stay in a nice condo overlooking Table Rock Lake in Southern Missouri. After eating dinner in nearby Branson, we were returning to our condo.

And then it happened.

Along a narrow, windy and hilly two-lane road, the car suddenly lost power. Strange! I was unable to accelerate, and the car would move no faster than five miles an hour. In all my years of driving I’d never experienced anything like that.

A guardrail and no shoulder prevented me from pulling over, so I crept along as a string of cars behind grew impatient with my snail-paced driving speed. After a couple hundred yards, the guardrail ended, yet a steep drop off with no shoulder prevented me from steering the car completely off the road.

Then the engine stopped and would not restart. Only the hazard lights worked.

I felt so helpless and vulnerable. Carol and I prayed for safety as we sat there partially blocking the narrow road. Cars were coming over the hill and around the corner much too fast.

To complicate things, the sun set about the time our car broke down, and I quickly realized that “country darkness” is much blacker than the city nights I’m used to.

We called AAA, yet it took nearly an hour for a tow truck to arrive. The driver dropped us off at our condo and then transported our wounded vehicle to the nearest Nissan dealer 50 miles away.

Early Friday morning, the repair shop called. The alternator had gone out. The good news was that everything would be covered under warranty. The bad news was they did not have a replacement in stock. The good news was that an alternator was being shipped by overnight express. The bad news was that “overnight” on a Friday meant it would be delivered on Monday morning. The good news is that our vacation was prolonged by an extra day.

So I’m writing this in the comfort of our condo as the sun rises above the lake below. I’ve had a couple of days to reflect on the whole experience. Even in the midst of my problems, I’ve found many reasons to be thankful, including the following:

  1. Safety. Carol and I were in dangerous circumstances, but other drivers somehow avoided hitting us as we blocked their road.
  2. Law enforcement. A very helpful police officer arrived about 30 minutes into our ordeal. He turned on his flashers and then stood along the road directing traffic.
  3. Roadside assistance. The 50-mile tow cost us nothing because we had previously purchased AAA-Plus, a premium roadside assistance package.
  4. Helpful mechanics. I have yet to meet the people in the dealer’s service department, but I am impressed with their customer service. They even went out of their way to make special arrangements for us get a rental car near our condo.
  5. Car warranties. I have no idea how much an installed alternator costs, but I don’t need to know because our car is still under warranty.
  6. A luxury condo. When we checked in at the condo, we learned that construction work was underway in the building we were scheduled to stay in. So, the management upgraded us (at our original price) and moved us into a larger, more luxurious unit. We were impressed with the new accommodations. I’m not used to having a separate thermostat to warm the tiles on the bathroom floor.
  7. A nice condo manager. When we explained the situation about our car repairs, the gentleman at the front desk allowed us to extend our stay while only charging us the deeply discounted rate we originally paid.
  8. Flexible colleagues. Staying here an extra day meant I had to reschedule three different people scheduled on my Monday calendar. They were very understanding, however.
  9. An accommodating CEO. When I asked my boss for permission to extend my vacation, he sent an email that said, “Not a problem and sorry to hear about the car problems.”
  10. A beautiful wife. Hey, if I have to be “stuck” in a luxury condo for an extra day while my car is being repaired, I’m glad it’s with someone I love. I’m also glad we were able to spend another vacation day together.

One final comment. Carol just proofread this post and found a couple of typos. Her main question, however, was why I listed her last on this list. Very simple answer: In my book, she’s a perfect 10, so it’s only appropriate that she would be given that number on the list of things I’m thankful for.

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2 Comments | Life in General, Life Observations | Permalink
Posted by Duane Hallock

In Minor Ways We Differ, In Major We’re the Same

August 1, 2012

Diversity enriches my world. I love being surrounded by people who bring different, more colorful perspectives to life.

In kindergarten, I liked going to art class with a big box of crayons. The more colors available, the greater my options for creating a refrigerator-worthy objet d’art.

In college, I engaged in vigorous debates with professors and fellow students. My education would have been shallow and boring if everyone had thought alike.

At my work, diversity creates a stronger, more productive team. My creativity flourishes when I’m surrounded by individuals who are different than I am. I value the perspective of those who challenge me to see the world from a different vantage point.

Yet, as much as I value diversity, I also recognize its downside. Diversity can quickly divide rather than unite. Obsessing on ways we are each different can goad me into being competitive or even combative. When I concentrate only on my differences with others, I tend to become angry, bitter or even vengeful.

Diversity works best when it balances two things. First, it must prompt us to value the humanity and unique talents that each individual brings into the world. Second, it must prompt us to focus on the ways we are alike so we can build upon those things that unite us. (Wouldn’t it be nice if candidates for political office did the same during an election year?)

One of my favorite quotes comes from Maya Angelou. In her poem Human Family she says, “In minor ways we differ, in major we’re the same.”

Ms. Angelou closes her poem with these beautiful words:

I note the obvious differences

between each sort and type,

but we are more alike, my friends,

than we are unalike.

In my personal life, I am blessed to have many friends. Each person is special and I value the diversity of age, race, faith, education, politics, socioeconomic status and even personality.

While I observe these differences, I refuse to focus on things that divide us. I prefer to look at what we share in common. Together we share the adventure of life’s great journey, although we may be at different places along the same path.

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Posted by Duane Hallock

Things I Hope Never to See (Again) in a PowerPoint

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.
  4. Fancy slide transitions. The purpose of cute transitions is simply to wake up an audience, alerting them that a new (and hopefully more interesting) slide is coming. If the presentation is designed correctly in the first place, elaborate transitions are merely distractions.
  5. Hyperlinks. Really? If I can’t click on them, don’t show them to me.
  6. Bullet points. Here’s an idea:  take each bullet point and make a separate slide for each. Then move more quickly from slide to slide.

Somewhere right now, someone is preparing a PowerPoint presentation that I must endure in the coming days or weeks. If I could give that person only one bit of advice, it would be this:  Please, please read Garr Reynold‘s book Presentation Zen.

The book gives practical advice on reaching an audience through simplicity and storytelling. Now in its second edition, the book is available in both paper and digital formats. I own both, so next time I’m incarcerated by another boring PowerPoint presentation, I can make good use of that time and re-read Presentation Zen on my iPad.

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Posted by Duane Hallock

Three Reasons Why I Write News Releases

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.

Three Questions to Ask Up Front

Here are three questions that help me to focus on writing news releases that actually contain news. These are also good questions to ask at the beginning of any communications project.

  1. Who do we want to communicate with? If we don’t know who we are targeting then we should not be communicating. To speak to all is to speak to none. There is no such thing as the general public.
  2. Why do we want them to have this information? What do we want the target audience to do with the information we share? Is there a call to action? “Getting the word out” is a means to an end. Raising awareness is a process, not a goal.
  3. What is the best way to share this information with them? A news release is typically distributed through the traditional media—TV, radio or newspaper. Sometimes, though, social media can be a much more effective way to communicate with a target audience. At other times we might find it most effective to mail a letter, send an email or write a handwritten note. After all, a news release is not the only tool in a communicator’s toolbox.

By definition, a news release contains news. For good reason, it is not called a publicity release. Disseminating news is the only valid reason to write a news release. Doing so for any other reason compromises our integrity and relevance as professional communicators.

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Posted by Duane Hallock

Four Thank You Notes that Fizzled, One that Sizzled

June 29, 2012

This month I conducted in-person interviews with five candidates for an opening on my communications team. Each person followed up with an email or a handwritten thank you note.

One of the notes said:

Thank you for taking time out of your busy schedule to meet with me about the communications position. After speaking with you, I am confident that I would be an asset to your team. It was a pleasure meeting you and I look forward to hearing from you. Thanks again.

I received three more just like that. The names of those four candidates could easily have been interchanged and it would have made no difference. Those individuals filled their notes with bland cliches that failed to differentiate them from the other candidates. Unfortunately, the messages did nothing to remind me why they might be the best fit for the position.

With an opportunity to move our conversations to a deeper level, those candidates were content to communicate with trivial pleasantries. Read the rest of this entry »

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Posted by Duane Hallock

What They Did Right AFTER the Interview

June 27, 2012

As a hiring manager, I looked at more than a hundred resumes this month. I talked with so many people that I had trouble keeping everyone straight.

I even interviewed a handful of highly-qualified candidates. While those interviews were energetic and invigorating, the substance of what we talked about began to fade in the days following the interviews.

The most impressive candidates were those who did everything they could to keep their memory alive. Here are some of the specific things they did right after the interview:

  1. While the memory of our conversations were still fresh in my mind, they quickly followed up with emails and handwritten notes.
  2. They reiterated their enthusiasm. As an interviewer, I often wonder what the candidate thought about the job after our conversation. Sometimes people become less interested as they learn more about a specific job, so it’s always nice to be reassured that their interest has continued to grow.
  3. They reminded me how their qualifications matched my needs. They refreshed my memory by giving specific reasons why they would be the ideal fit for my job opening. Read the rest of this entry »

2 Comments | Life in General, Life's Transitions, Marketing for Job Seekers, Marketing Oneself | Tagged: , , , | Permalink
Posted by Duane Hallock

What They Did Right DURING the Interview

June 25, 2012

A week after interviewing candidates for a job opening, I noticed that some individuals were more memorable. I recalled the substance of some conversations better than others.

Several candidates were able to effectively differentiate themselves because of what they did during the interview. Here are some of the ways they separated themselves from the rest of the pack:

They were appropriately REACTIVE.

The best conversations came when candidates were not focused on providing the “right answers.” Rather, they responded to my questions by providing genuine, authentic and transparent answers. They demonstrated they were reactive in the following ways:

  1. They allowed me to set the pace of the conversation. They would slow down to elaborate when I requested more information. They would also pick up the pace when they sensed they had shared adequate information.
  2. They responded to my questions without rambling with answers to questions I did not ask. They listened carefully to what I asked and then reacted by providing thoughtful, transparent answers.
  3. They reacted to my body language or looked for other clues to make sure they were getting their message across. At times, they even asked for immediate feedback to ensure that they had appropriately addressed the questions I asked. Read the rest of this entry »

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Posted by Duane Hallock

What They Did Right BEFORE the Interview

June 22, 2012

Five minutes into an interview, I can easily tell how well a person has prepared for our meeting.

Some individuals like to interview so they can practice talking about themselves.

The real winners, though, are those who focus on helping me connect the dots between my needs (first priority) and their qualifications (secondary priority). An interviewee can connect those dots only if he or she has thoroughly prepared ahead of time.

Two weeks ago I interviewed several stellar applicants for a key communications job. I observed certain characteristics among those who interviewed well, and it became obvious that prior to our meeting they had done the following:

  1. They studied the organization to learn about our strengths and weaknesses. They came into the meeting with a basic understanding of the opportunities and threats we faced. They had done their due diligence.
  2. From their research, they saw opportunities where they could make a difference. They envisioned the unique impact they could have. Prior to coming into the meeting with me, they had already connected the dots in their own mind.
  3. They anticipated that I might invite them to, “Tell me about yourself.” They rehearsed their response so it was not a redundant, verbal summary of what I’d already seen on their resume. Instead, they customized their “positioning statements” so they could describe themselves in a differentiated way. Read the rest of this entry »

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Posted by Duane Hallock

A Hiring Manager’s Reflections on a Successful Recruiting Process

June 20, 2012

This week I’ll wrap up the recruitment and selection of my new communications manager. As I look back on the six-week process, three thoughts resonate in my mind:

  1. The number of applicants was overwhelming. Though I’m confident I selected the right person, I feel sad knowing that the orchard was so full of low-hanging fruit that I was unable to connect with many, many qualified candidates.
  2. Too many really good people do a really bad job of branding themselves. They look the same, they use the same worn cliches and therefore they blend into a seamless stretch of beige. Only a few differentiated themselves.
  3. The tools for conducting a successful job search have changed. Five years ago a resume was much more important than it is today. Too many people waste time obsessing on their resume when they should be using other methods to differentiate themselves.

Among equally-qualified candidates, differentiation comes from being findable online. Differentiation comes from swimming in the deeper end of the social media pool. Differentiation comes with having writing samples, blog posts and other content show up when someone Googles your name.

From the overwhelming number of applicants, I selected a core group of impressive, highly-qualified individuals to interview in person. They had successfully differentiated themselves. They showed up in a Google search. They made it easy for me to learn more about them before I even called to schedule an interview.

The finalists I personally interviewed did certain things I wish every candidate would do. In the next three blog posts I will share 1) what they did right before the interview, 2) how they handled themselves during the interview and 3) what impressed me with their follow through after the interview.

2 Comments | Life in General, Marketing for Job Seekers, Marketing Oneself | Tagged: , , , , | Permalink
Posted by Duane Hallock

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