Morningstar Communications Luminary Blog

Our agency has been very involved with the two major local organizations that focus on PR and marketing communications, Public Relations Society of America (PRSA) and International Association of Business Communicators (IABC). I’ve been more involved with PRSA as I’ve served on the Board of Directors a couple of times but have also participated more frequently recently in IABC events. As we end the year, it occurs to me how lucky we are that both local chapters are in such strong shape. If the recession has taught us anything, it is the importance of strengthening our network and “sharpening our saw”.  These organizations work hard to make it easier for us to do both.

In 2009, we started off the year with the outstanding IABC Business Communicators Summit that brought some prominent national experts to Kansas City. It was a full-day of top caliber professional development and 2010’s Summit is stacking up to be even better.

PRSA also hit a home run this fall by bringing in social media expert and best-selling industry author Brian Solis to speak to the membership and conduct a second session with senior professionals. For 2010, incoming GKC PRSA President Ashlie Hand has assembled a terrific Board and I can’t wait to see what they do for an encore.

I’m sure many of us are still in the “what can I cut” mode as we look at our personal and professional budgets. I’ve found that my professional development is one area that I’ve considered a mandatory investment. We’re lucky to live in a community where we have organizations that can provide us with such high-quality learning opportunities.

As you are writing 2010 plans using the tips for generating new ideas my colleague Tricia recommends, keep in mind the tools you will utilize to execute those tactics, fulfill strategies and exceed goals. Here are a few online solutions I used this year that will definitely end up in plans for the New Year.

MailChimp

This free e-marketing tool is best known for it’s quirky culture and entertaining mascot. Today the Chimp said to me, “Why am I smiling you ask? Because I’m not wearing any pants.” Who doesn’t want to use a tool like that?

I’ve found this is useful for clients who want to venture into e-marketing without incurring extensive hard costs or spending too much time on intricate design. If you stay under 500 subscribers you can send 3,000 emails for free.

Constant Contact

For those who are looking for a more robust HTML email tool, I would highly recommend Constant Contact. We use this service for a nonprofit client because there’s a great program, Cares4Kids, that provides free accounts to sponsored nonprofits.

This widely used solution has several services under its roof, and provides a more customized look and feel. Additionally, the interface is easy to work with and list management is a breeze.

PitchEngine

We created a social media release using this platform as an experiment to test effectiveness. After using it only once, I fell in love with the great integration the tool provides and how nifty I felt about what I created.

To help blend traditional media with trends in social media, PitchEngine is a great solution. Using similar elements from an old school press kit, you can quickly create an interactive SMR so the media can download videos or photos, have fast facts at their fingertips, and share the release easily through the most widely used outlets.

Dropbox

Sharing files used to all be done through email, and after passing things back and forth so many times there was bound to be a miscommunication about which was the most updated version. We use Dropbox to share files with clients so we can keep organized.

I was truly honored to have the opportunity to speak to the mid-year graduates of the University of Kansas 2009 Class of the William Allen  White School of Journalism  and Mass Communications on Sunday, December 13, 2009.

Just 31 years ago, I was in the audience.

Truth be known… this talk was ever so much fun for me. And it was pretty cool to sit on stage and kvell  (beam with pride) with the real stars of the day, the terrific J-School faculty. Thanks again, for all you do.

I embraced this brief opportunity to share several of my philosophies while connecting the institution that prepared me so well for my career, just as I’m confident that today’s graduates will evolve and thrive in the years to come.

My worldview on communications is rooted deep within the sociological fabric of our world. We’re in the midst of a communications renaissance, where connections and information are available all the time, and everywhere.

Today’s new grads face an exciting and rapidly evolving world in which to practice our craft. I truly wish them all the best.

I hope you enjoy my remarks. As always I welcome your comments.

Remarks to Graduates – December 13, 2009

William Allen White School of Journalism
and Mass Communications

Thank you Barbara, and congratulations to all of the graduates. You have worked very hard, and demonstrated perseverance, intelligence and commitment to reach this important milestone in your life. On behalf of all of the faculty, staff, alums, administration, and most of all – your parents – we congratulate you on your graduation!

When Barbara called to ask me to speak to you today, I was, well, frankly, quite humbled and honored. In my 30-year career, I’ve received many accolades, but this opportunity is quite special to me.

Barbara suggested that I talk about my own experiences, my KU memories, what I learned that I’ve applied throughout my career, the value of your college education and what to expect after leaving KU. Oh, and to be inspiring, funny and wise…and keep it under ten minutes.

Well, with that challenge, here we go…

You have just graduated from the University of Kansas William Allen White School of Journalism and Mass Communications. Lets pause for a moment…the School of Journalism AND Mass Communications. 

In 1891 the first Journalism Course was offered at KU. In 1909 – 100 years ago – the department of Journalism was created within the College of Arts and Sciences. By 1945, the department became the William Allen White School of Journalism and Public Information. I graduated from “that” school in 1978 – before the concept of “integrated marketing communications” was identified and taught. Everything back then was in silos. Advertising was completely distinct from News which was distinct from Broadcast. And then in 1982, the school was renamed, as it stands today. That’s 27 years ago…and many, many KU grads have gone on to make a huge difference in our world. But it makes me wonder…how will this wonderful institution evolve in the future.

Well, if I were to hazard a guess, I think the phrase “mass communications” may evolve again towards “individualized communications.”

We’re in the midst of a renaissance for communications professionals. The tectonic shifts happening right now in global economics, politics and media make this a very exciting time to practice our craft. And in spite of such a terrible job market right now, know that your great education will serve you well, both now and into the future.

But before we think about the future of communications and marketing, we must first focus on both technology and sociology.

Okay, now, this is the audience participation portion of my remarks…you ready? How many of you have a phone / PDA / wireless device with you right now?  Let me see your hands. Now keep them up if it also has your calendar? Your database of contacts? A camera? The ability to access the internet? Now, how many of you could do all of that from your wireless phone just five years ago?

Today, virtually all of us have access to information, and the ability to communicate, everywhere and all the time. This technological evolution will continue to expand, with faster connectivity, real-time video, and new applications. All in the palm of your hand.

Now, let’s talk about sociology for a moment. My generation typically defines the phrase, “trusted source” as somebody that somebody else has anointed as an expert. We looked up information in the encyclopedia, we listened to Siskel and Ebert tell us which movies to see, and legendary newspeople like Walter Cronkite told us what was going on. 

This is not true for today’s generation.

Research tells us that today, the most trusted source is now “people like me.” – meaning, people like themselves…all of us. In an era where trust of business, political and civic leaders is at an all time low, people prefer to get their information from wikipedia, rotten tomatoes.com, and blogs and twitter. These are all sources created by “people like me.”

When my wife had questions about taking care of our newborn boys, she would call her Mom, ask-a-nurse, or check with Dr. Spock. Today’s new moms access Mommy bloggers as their number one source for information. So when little Mary is teething at 2 a.m., her Mom is getting advice from another new Mom who’s giving tips based on her experiences. 

Is this a better system? More accurate and reliable? I don’t know, but I do know this:  the role of the communicator of tomorrow will be more focused on engaging conversations, generating influence among people, and creating and facilitating two-way dialog.

This is a total shift from my undergraduate education.

I learned all about one-directional communications…ie, Journalism and Mass Communications. We produced information and sent it out…via ads, direct marketing, articles, brochures, websites.With email, we created asynchronous communications in the 90s.

But now, we have near instantaneous two-way communications.It’s technology and sociology that will continue to drive people to social media and social networking. Those cows aren’t going back in the barn.

Two years ago, Second Life and Myspace were all the rage. Today, it’s all about Facebook, Twitter, YouTube and Linked In. And in two years, it will probably be Hoozie and Woozie. The tools will change, but social networking will continue to expand.

So, today, we don’t think in terms of “traditional vs. new” media. Or “print vs. interactive.” There’s content, and then the delivery of that content. 

We guide our clients through the Four-Channel Media Model – paid media (ads, sponsorships), earned media (publicity, news), shared media (social media sites, Facebook and others) and controlled media (collateral, blogs, sales materials). Then we apply the “secret sauce” of synergy and integration … the press release becomes an article, which becomes a reprint used for sales support, which becomes the basis of a presentation, that turns into a blog post, that evolves into a direct mail piece driving traffic to your website.

So whether the content appears as digits or atoms, whether you get the information on your portable PDA or your computer, these arbitrary “delivery” distinctions will be less important in the years to come.

But what won’t change is the value of exceptional communications, strategic thinking, integration between all delivery or media channels, and most of all, the power of solid writing and interpersonal communication skills.

I’m confident that our J-school will continue to evolve, as will all of us, and you’ll come back to Lawrence 30 years from now and see an institution that is as vibrant and relevant as it is today.

Many of you have had classes in the Bremner Editing Center. I took editing from John Bremner. He infused in me a love and appreciation for each and every single word. John was brilliant, and his voice resonates in my mind to this day.

After I worked on The UDK (the daily paper, the University Daily Kansan) for two years, Rick Musser, our faculty leader, told me to go into PR because he said that I couldn’t write a story without a positive slant. He was right. I admit it; I’m a “glass half-full” kind of guy.

In addition to Rick, the wisdom and advice you’ve gleaned from so many great educators, including (but not limited to) Dean Brill, Barbara Barnett, David Guth, Patty Nolan, Tom Volek, Bob Basso, Kerry Benson, Tim Bengston, Chuck Marsh, Jimmy Gentry, Susanne Shaw and many others will resonate in your minds for the rest of your lives. Reflect on what they’ve shared, and remember what you’ve learned. Their sage counsel and tough love will serve you very well.

So, in closing, I’d like to leave you with three final thoughts:  First, remember and reflect upon your wonderful years in Lawrence, and the education you received from the J-School. This is your foundation; now, go build your cathedral on top of it.

Second, be a lifelong learner. As my Mom used to say, “learn something new everyday…” to which I irreverently would reply, “So I’ll be really smart when I die?" But seriously, the pace of change continues at an ever-increasing rate, and many skills you'll need to master don't even exist today.

And finally, have fun! You have chosen a fascinating and energizing career path. Enjoy every moment, and as I tell a good friend of mine who is a physician, "at least when I screw up, nobody dies."

Maintain your KU connections, they will serve you well.

Congrats again to each and every one of you.

Thank you.

 One of my favorite features on the Twitter Web interface is the trending topics list. This realtime list shows the most popular discussion topics and provides excellent insight into what is happening, or at least what is being talked about, around the world. Ben Parr (@BenParr) over at Mashable has called Twitter  the world’s water cooler, a description I certainly agree with, and one I feel applies to the world beyond social media.

Twitter recently releases data on the top trending topics in 2009. Here’s a pic:

Credit:Twitter

As one would expect, worldwide events such as the Iran election protests and Michael Jackson’s death were the most discussed topics in their respective categories. What are your thoughts on the data? Are you surprised to see anything ranked high (or not ranked at all)?

As we close out another year, many of us are looking at our business communications plans for 2010. If you’re like me, you might be asking yourself questions such as:

How will I meet my goals and objectives for 2010?
What new and innovative tactics can we implement to gain traction and spur action?

I’ve found the following tips are helpful in generating new ideas. Try one or more of them as you develop ideas for your 2010 programs.

1. Start with a blank sheet of paper. Before opening an old plan to use as a template, spend time seeing what you can come up with on your own.

2. ID your brain trust for the best brainstorm. In some cases you may need a small group of out-of-the-box thinkers; in others you may want all the ideas you can get.
 
3. Turn to the outside world for inspiration. Do a Google search on your topic to see what comes up. Pick up a few marketing publications to see what others are doing. Check out social media sites to see what’s trending or being discussed.

4. Let it marinate. Give yourself enough time so that you’re not in a crunch to generate new ideas. Come up with an initial list, then step away for a couple of days. When you come back and read your initial plan with fresh eyes, you’ll have a better feel for what ideas stick and what ideas need to be thrown out.

Here’s to abundant ideas in the new year.

Acknowledgment: Thank you to Esther Grenz, APR and Heather Lewis, APR for providing these great tips.

Open up a newspaper, turn on the TV or flip on the radio and we are bombarded with gloomy details on the economy and our job market. Despite cutbacks, furloughs, and all that comes with small budgets, there is much to be thankful for this holiday season both personally and professionally.

We at Morningstar Communications are always thankful for love, peace, health, happiness, and for our family and friends. This year, however, we are especially grateful for our jobs, for our smart and successful clients and for the close-knit group of co-workers we see each and every day.

Although this year brought many challenges, both in the United States and overseas, it is important to focus on the triumphs and successes we encountered along the way. Here are many more reasons we are thankful this holiday season:

 Local executives recently attended our final Illumination Session of 2009, an executive briefing with our Public Affairs Practice Director, Neil Dhillon. As Managing Director of our MS&L Washington, D.C. office, Neil discussed:
•    How local businesses can influence government policy
•    Ways to get into the national conversation
•    The Obama administration and its top priorities

Download the podcast to listen to Neil’s interactive session. Hear intriguing questions from the audience, and Neil’s insight on topics ranging from social media and race issues, to new bills in progress, such as transportation and housing.

After you listen, tell us what you think about the session – we’d love to hear your feedback!