The Time I Wrote a Letter to the Editor

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. Read the rest of this entry »

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

Two Years, 124 Posts and 10 Observations

August 18, 2011

Two years ago today I launched this blog. I began much like I did when I was a kid learning to ride a bike—having no particular destination in mind but somehow trusting that the ride itself would be the ultimate reward.

Now, two years into this journey, it’s time to take a moment and 1) celebrate the distance I’ve traveled, 2) recall the scenery I’ve enjoyed along the way and 3) reflect on life’s lessons learned.

Here are a few random thoughts and observations about my blogging journey:

  1. This is actually fun. I enjoy writing and I like being a blogger. I give myself enough editorial freedom to have fun, and I’ve never seriously considered monetizing this effort, though some bloggers make good money from their writing.
  2. This is also hard work. Like riding a bike, the fun comes only with the exertion of energy. I’ve mentored several wanna-be bloggers who started and then, for a variety of reasons, never continued. Maintaining a blog for two years is a worthy accomplishment.
  3. I blog best when I follow my own rules. I’ve read countless blogs and books about blogging. They all contain rules I’ve mostly chosen to ignore. For example, they say that success comes with frequency of postings. Well, I decided long ago to publish only when I had something to say and I refuse to be bound by an arbitrary, self-imposed quota. Last year, for example, I let several guilt-free weeks slide by without posting. Read the rest of this entry »

7 Comments | Life in General, Marketing & Strategy, Social Media Strategy | Tagged: , , , , | Permalink
Posted by Duane Hallock

Marketing OR Communications? If You Had to Choose, Which Would You Pick?

August 8, 2011

For years I have been amused when a nonprofit organization would label one of its key departments “Marketing AND Communications.” To me, that always seemed redundant. After all, you never hear a CFO claim responsibility for the Department of Finance, Accounting and Accounts Payable.

A university president once talked with me about leading his marketing and communications team. When I asked if he would consider shortening the title for simplicity, he emphatically declined. For that and other reasons, neither of us seriously considered forming a working partnership.

Later, when I taught marketing at another university, I spent considerable time talking about the relationship between marketing and communications. I never believed the two terms were synonymous or interchangeable, and I drilled into my students the concept that communications comes at the end of the marketing process.

Five years ago I left my position as Vice President of Marketing at United Way. Although communications was part of my portfolio, it always grated on me when my CEO referred to my department as “marketing and communications.” Although I appreciated his thorough description of my team’s role, I also thought he was being unnecessarily redundant.

Read the rest of this entry »

Leave a Comment » | Life in General, Marketing & Strategy, Marketing in a Nonprofit | Tagged: , , , , , , , , , | Permalink
Posted by Duane Hallock

Career Transition, Blog Posts and a Presidential Hug

July 7, 2011

Three months ago I learned that my job at the American Red Cross would likely be eliminated.

Nationally, the Red Cross has been undergoing a massive, top-to-bottom reorganization that will affect every person affiliated with the organization. The restructuring will reduce expenses and increase revenues, all with a focus on keeping the mission relevant in a rapidly-changing environment. To their credit, our national leaders have openly shared the unfolding changes via e-mails, online videos and frequent conference calls.

Anticipating that my position would be among those eliminated by the end of the summer, I shared the discomforting news with my wife and family. Then, with the clock ticking towards the start of a new fiscal year, I launched an under-the-radar job search. I first revised my resume and LinkedIn profile. With the full understanding and support of my boss, I shifted my networking into a higher gear and sent e-mails to a couple dozen strategically-placed contacts. I was encouraged by their immediate offers to help.

Prior to launching the public phase of my job search, I developed personal business cards, a career-highlights brochure and an assortment of collateral materials to use when the appropriate time came. Read the rest of this entry »

9 Comments | Life in General, Life Observations, Life's Transitions, Marketing & Strategy, Marketing for Job Seekers, Marketing in a Nonprofit | Tagged: , , , , , , , , , | Permalink
Posted by Duane Hallock

Back from Joplin!

June 12, 2011

Photos inadequately capture the vast devastation and the human suffering caused by the massive EF-5 tornado that destroyed much of Joplin.

Three weeks ago tonight an extremely powerful tornado destroyed nearly 25% of Joplin, a town of about 50,000 in southwestern Missouri.

Killing more than 150 people, the EF-5 tornado ranked as the deadliest to hit the United States in more than 60 years. Listed as the seventh deadliest tornado in U.S. history, it was also the 26th deadliest in world history. During the 20 minutes the tornado was on the ground in Joplin, 2,000 buildings were destroyed along the 13-mile trail of indescribable destruction.

I learned about the monster tornado from breaking news on TV and within minutes my phone started to ring. As media contact for the American Red Cross in Kansas City, I began fielding questions about the relief efforts already underway. That evening I was on the TV news, and by 5 a.m. the next day I was being interviewed live on TV in the Red Cross parking lot even before I stepped into my office. Read the rest of this entry »

2 Comments | Life in General, Marketing & Strategy, Marketing in a Nonprofit | Tagged: , , , | Permalink
Posted by Duane Hallock

Six Traits of People I Like Working With

May 13, 2011

Any success I might claim as a marketing and communications professional would necessarily include a lengthy and sincere list of acknowledgements. The English poet John Donne observed, “No man is an island.” In other words, we are all interdependent. Other people always contribute to our success.

In my work, I am most productive when I am surrounded by people who are:

  1. Grateful. They are glad to be alive and they find things to be thankful for. With an abundance mindset, they focus on what they have rather than obsessing on their deficits.
  2. Strategic. They think before they act. Before succumbing to the gravitational pull of tactics, they think things through in a purposeful way. They wrestle with questions that begin with the word why?
  3. Competent. Once they see the big picture and understand why something is important, they know what to do and how to do it.
  4. Curious. Curiosity never killed anyone. I love interacting with those who think with a beginner’s mind. They are the antithesis of so-called experts who already know the right (and only) way to do something.
  5. Creative. With a curious mind, creative people look at things differently. They see patterns that others miss. They are able to juxtapose existing ideas in a way that creates something new.
  6. Innovative. The Harvard professor Theodore Levitt put it this way:  “Creativity thinks up new things.  Innovation does new things. There is really no shortage of creativity or of creative people in business.  The shortage is of innovators.  The major problem is that so called “creative” people often pass on to others the responsibility for getting down to brass tacks.  They have plenty of ideas but little business-like follow-through.  They themselves are the bottleneck.  They make none of the right kind of effort to help their ideas get a hearing and a try.”

On the other hand…

Occasionally I encounter individuals who drain my energy and erode my effectiveness. They are:

  1. Victims. When something goes wrong, it’s never their fault. Someone else is to blame. They’ve had bad luck and were the unfortunate victims of circumstances. They feel powerless, living their lives in a reactive rather than a proactive mode.
  2. Dinosaurs. They remember the good old days when things were much better. (I really think they just have very selective memories.) The world changes too fast to accommodate those who cling to the status quo, refusing to adapt to the climate changes.
  3. Devil’s Advocates. They don’t move conversations forward, though they try to appear intelligent with their searing questions. They hinder progress. They are usually part of the problem, not the solution.
So, that’s my list. What’s on yours?

Leave a Comment » | Life in General, Marketing & Strategy, Marketing Success | Tagged: , , , , | Permalink
Posted by Duane Hallock

10 Reasons NOT to Launch a Marketing Campaign

March 29, 2011

Sometimes marketing is viewed as a magical elixir that will somehow cure whatever ails you.

In my 20-plus years of marketing experience, I’ve come to realize that good marketing is based more upon common sense than upon creativity. Though marketing can work wonders, it is not a panacea that will transform failure into success.

As much as I value good marketing, I believe there are times not to launch a marketing campaign. My advice is to delay any marketing activities when:

  1. We are unclear what success will actually look like. Without clearly defined goals, we are merely groping in the dark, hoping to grasp something—anything—of value.
  2. We feel compelled to act before we think. In our fast-paced world, we will always experience the strong gravitational pull of urgency. Focusing on what is urgent, though, will often entice us to overlook strategy and jump prematurely into tactics.
  3. We want to begin with communications. A good marketing process ends with communications but that’s never a good place to begin.
  4. We focus on obstacles rather than opportunities. Though we must always understand reality, we will never leave the starting blocks if we focus on the hurdles between us and the finish line.
  5. We have no champion for the product or service. We may all agree that a particular program is important, but unless someone with passion assumes ownership of the program’s success, it will flounder. Of course, marketers will be the easy targets of those who need to blame someone for a product’s failure.
  6. We believe everything will be okay if only we can “get the word out.” I cannot be more emphatic in stating this: raising awareness is not a marketing goal.
  7. We talk more than we listen. Marketing success on a 2.0 world is all about having conversations, not trying to speak louder.
  8. We are unable to profile a target audience. Only the naive believe there really is such a thing as the “general public.” We are headed towards marketing failure if we neglect to define a primary audience. After all, to target everyone is to hit no one.
  9. We ignore the concept of marketing exchanges. Marketing is based upon the premise that we must build win-win relationships where we exchange value for value. Marketing is never a one-way transaction.
  10. We cannot differentiate our product or service. If we don’t know who our competitors are, and if we cannot articulate how we are different and better, then my advice is simple:  Turn off the lights, lock the door and go home. The party is over.

2 Comments | Marketing & Strategy, Marketing in a Nonprofit, Marketing Success | Tagged: , , , , , , , | Permalink
Posted by Duane Hallock

Helping People Help

March 19, 2011

During a disaster, people respond to human suffering by wanting to help. They want to do something. If possible, they want to provide some form of tangible support.

This week I received an e-mail from a high school girl wanting my help in organizing a collection of bottled water that could be shipped to the people in Japan affected by the earthquake and tsunami. Many people also called or e-mailed our offices with similar requests.

Some organizations rally public support and garner media attention by organizing collections of water, canned goods or clothes. People who participate feel good about themselves and what they’ve done. They don’t realize that their efforts are not always the best way to help the people they want to help.

It may sound mercenary, but I usually tell people that the best way to help is through financial support. I’ll admit it felt a little cold when I read my own quote in this morning’s newspaper. Yesterday I was talking with a reporter about how much the American Red Cross has raised for the people in Japan, and he wrote:

Duane Hallock, director of marketing and communications for the group’s Kansas City chapter, said the Red Cross was focusing on financial support for the Japanese Red Cross.

To me, that felt cold because it eliminated the human element. In reality, the Red Cross is focused on helping the suffering people who will benefit from the financial support of generous and compassionate Americans.

I was pleased to continue reading, though, and see that my colleague at the Salvation Army explained that they also prefer support through financial donations because of the prohibitive cost of shipping goods as far as Japan.

In our 130 years of experience in providing disaster relief, we at the American Red Cross have learned a few things. We are not being greedy when when we say that financial support is often the best way to help. We have learned that when supplies need to be purchased, it’s usually best to buy them as close to the disaster operations as possible. Not only does that speed up the delivery, it also reduces the costs of shipping.

As a disaster unfolds, the needs of those affected can change quickly. It would be unfortunate, for example, to collect bottled water for people who needed medicine or other specific supplies. Financial support provides agility for the responding organization to better meet the immediate and changing needs.

In a disaster, the economy of the region will likely be hit hard. Sometimes purchasing needed supplies nearby can indirectly help to boost the economy of those affected by the disaster.

In my job with the American Red Cross, I see the outpouring of love and support from my neighbors and friends. I am truly touched by their compassion and generosity. As a good steward of donor dollars, though, I feel obligated to direct them to the channels where their desire to help can have the greatest benefit and where they can do the most good.

So let me close with a message I’ve shared many times during the past week:  You can help the people in Japan by going to redcross.org. You can also make a $10 contribution by texting REDCROSS to 90999.

On behalf of the people you will help, let me say, “Thank you!“

2 Comments | Life in General, Marketing & Strategy, Marketing in a Nonprofit | Tagged: , , , , , , | Permalink
Posted by Duane Hallock

Things I’ll Look for When Selecting the Next Member of My Marketing Team

March 1, 2011

Hypothetically, let’s assume I’m looking to hire a new member of my marketing team. In reality, my public relations manager will be leaving in a couple of weeks, so I actually am making plans on how I’ll fill the void created by her departure.

Wait, though, before faxing me your resume. (Do people still do that? I hope not.) I have been asked to delay recruiting until the expense budget comes into better focus. The hiring process is frozen, but while we await the spring thaw, let’s return to my hypothetical situation.

As I think about the importance of building a strong marketing team, I have already updated the job description. The social media revolution mandates new expectations that are reflected in several bullet points on the revised list of job duties. Of course, I’ll also be looking for someone who meets a minimum threshold of necessary skills, talents and experience.

Above and beyond that, though, I will almost certainly select someone who:

  1. Has an impressive digital footprint. Before calling someone in for an interview, you can bet I will Google his or her name. There are so many people looking for jobs that I cannot imagine interviewing someone who does not have an impressive amount of information readily available on LinkedIn, Facebook, Twitter, YouTube, a personal blog, an online portfolio, or some other searchable platform.
  2. Is well branded. I want to know what a person stands for, both personally and professionally. A good brand makes promises and I need to have some idea of what I can expect from anyone who expresses an interest in being part of my team.
  3. Is differentiated. Does this person stand out from the rest of the pack? Quite frankly, I won’t even notice someone who blends into the vast, beige-colored landscape populated by thousands of job seekers whose clichè-ridden resumes were shaped by the same cookie cutter. (See my previous blog post about using Facebook as a tool to differentiate yourself in a job search.)
  4. Is savvy with traditional media. The ideal person will have a good understanding of traditional media—TV, radio and newspapers. He or she will also have experience in proactively pitching good story ideas and in building strong relationships with people inside the news media.
  5. Is savvy with social media. The right person will have moved far beyond the initial process of setting up profiles on various social media platforms. He or she will have demonstrated an ability to a) listen using social media tools, b) have sustained conversations in social media and c) create content valued by others who are swimming in the deeper end of the social media pool.

Three years ago when I most recently hired someone, the criteria were somewhat different. At that time I relied heavily upon two lists. One described my expectations for individual responsibility and the other focused on team performance. Though I’ve added criteria, both lists are still relevant today. So, here’s my question:

If, hypothetically, you are looking for a marketing job, how would you measure up?

Leave a Comment » | Marketing & Strategy, Marketing for Job Seekers, Marketing in a Nonprofit, Marketing Oneself, Social Media Strategy | Tagged: , , , , , | Permalink
Posted by Duane Hallock

Giving Thanks for Clichés

November 22, 2010

I‘m thankful for clichés. They save me time because I can “copy and paste” them into any daily situation. They keep me from having to think deeply. They conserve creativity for some future time when I might need to be more creative.

Clichés are like an old pair of shoes. They’re comfortable, despite the obvious holes. They get me where I’m going, assuming I have a destination. They appear stylish, or at least they did years ago when they were new.

I like the way clichés cleverly coagulate the flow of communication. My favorite clichés fall into these three categories:

  1. Verbal clichés. People who speak in clichés think they are thinking outside the box. In business, clichés are like the leaves of autumn—everywhere. Even in church I’ll hear someone with the voice of angel offering up a trite prayer that sounds pious and impressive. I pray that God will find sincerity in the hearts of those who find comfort in worn-out phrases.
  2. Photo clichés. If I’ve seen it once, I’ve seen it a thousand times. A nonprofit newsletter publishes a photo of a check presentation. A website shows photos of formally-dressed people who paused long enough at a charity event to “say cheese” in front of a camera. Facebook photo albums show groups of friends scrunched around restaurant tables, flashing plastic smiles and clutching their beverages of choice.
  3. Resume clichés. I’m beginning to think that 100% of resumes and LinkedIn profiles say exactly the same thing. If you’re planning to update yours, let me save you some time. Copy and paste this: I am a highly motivated, dynamic self-starter, results-oriented, hard-working, dedicated, team-player with excellent multi-tasking and communications skills. I have ___+ years experience in fast-paced environments. (You’re welcome.)

At the end of the day, when you boil it all down, I have never met a cliché I didn’t like. Never being content to let sleeping dogs lie, I won’t beat around the bush. Clichés sell like hotcakes. You may try to avoid them like the plague, but I think using them makes a person sound as cool as a cucumber. I get up each morning on the right side of the bed with a commitment to seize the day. Because today is the first day of the rest of my life, I will give 110%.

Have a nice day!

Leave a Comment » | Life in General, Marketing & Strategy, Marketing Oneself | Tagged: , , , , | Permalink
Posted by Duane Hallock

« Previous Entries
Next Entries »