RepMan

You get what you pay for

Not too long ago, we received a cover note entitled, 'Motivated ABC College Grad will intern for free!'

Sadly, the subject line killed the applicant's chances from the get go. Here's why:

- We value our services and would NEVER offer to give away our time (unless it involved a charity or, as is often the case, we're Beta testing a new service offering). If you want Peppercom's brain power, you'll have to pay for it.

- Telling me you'll work for free immediately makes you a commodity in my mind. If you're as motivated as your subject line would indicate, you would place a monetary value on your intellect, energy and credentials.

- Finally, the exclamation point you added after the word 'free' makes me envision a going-out-of-business sign that reads: 'Closing immediately. All items MUST go!' In other words, you sound desperate.

Crafting a cover note to a prospective employer is no easy task. And, I sympathize with this particular graduate's dilemma. He's doing everything possible to differentiate himself from the tens of thousands of other applicants applying for the few available jobs.

But, I'm a firm believer in the expression, 'You get what you pay for'. We've experienced this truism in the past whenever we paid a lower rate for a particular individual, vendor or partner. The quality simply wasn't what a higher-priced competitor would have provided.

One other note on this note. The applicant's subsequent text reinforced my first impression. He used such phrases as:

- 'I have exceptional analytical and listening skills, and an eidetic memory, allowing me (to) think quickly, learn quicker and always get it right the first time.' (Note: is an eidetic memory contagious? It sounds scary).
- 'My previous successes were only achieved because I see opportunities in all impossibilities.' (Note: Do you think George W. Bush was his ghost writer?).

So, college grads, DO NOT cheapen what you bring to the plate. Value it. And, don't work for any organization that won't pay you. You're better than that. And, trust me, if you're as good as you think you are, you WILL find a great, paying gig. My eidetic memory tells me so.

This post can also be found on PRiscope, Peppercom’s blog geared towards the next generation of public relations professionals.

A funny thing happened on the way to the commercial

A recent Stuart Elliott column in The New York Times reported on a trend I’ve been aware of for some time: advertising agencies get the strategic advantage comedy can provide to a marketing campaign. For some reason, though, my humorless peers in public relations don’t.

Major advertisers such as Capital One, Cover Girl and Kellogg’s have retained the services of famous comedians such as Jimmy Kimmel, Jerry Stiller and Ellen DeGeneres to sell their wares.
And, National Public Radio has leveraged the white hot Alec Baldwin to launch a series of hilarious, counter-intuitive radio spots urging listeners not to make the financial contributions critical to NPR’s very survival. Click below to listen:  (Alec Baldwin Wants to Destroy Public Radio . . .).

Charles Torrey, vice president, marketing, for Minute Maid Pure Squeezed Orange Juice, explains why he’s opted for comedy in his commercials: “Humor is a way to differentiate our brand in a stodgy category,” he says, adding that it also humanizes the brand and makes it seem more relevant. Marc Mentry, senior vice president, advertising & creative at Capital One Financial Services, agrees, and added: “We’re very serious about your money, but we don’t take ourselves seriously.” (Hey, that’s been Peppercom’s mantra for 16 years. Do I smell an intellectual property lawsuit in the making?).

Elliot opines that comedy is hot right now because people need to laugh when times are bad. He cites the likes of Edgar Bergen & Charlie McCarthy, Fred Allen and Jack Benny as three, top Depression-era comedians who did the exact same thing for brands way back when.
I don’t agree with Elliot. I think comedy is a universal and creates a distinct, strategic advantage in good times and bad.

Advertising people are using comedy solely because their market research tells them it will resonate with the 99%ers and others in support of the Occupy Wall Street movement. And they’re right. But most advertisers will also abandon comedy when happy days are here again. That is, except for the savvy ones who know that when people laugh, they fall in love with a product or service.
Comedy is incredibly effective in external and internal communications. It’s also a critical building block for creating better presentation skills as well as enhancing employee morale.
It’s nice to see the advertising guys finally getting comedy, if only as a short-term remedy during a recession.

As for my peers in public relations? Keep focusing on your dour, statistical-laden, off-the-shelf communications plans while we’re busy figuring out smart and subtle ways in which to inject ours with self-deprecating humor. Oh, and by the way, we also offer stand-up comedy experiences for Fortune 500 clients that are just now starting to take off. Talk about a non-traditional way in which to engage with a client that’s already listed Weber or Edelman as their AOR. Give it another year or so and we’ll be laughing all the way to the bank.

Guiding the guides

I look up to mountain guides. Literally. I've climbed rock, ice and alpine routes all over the world, following the leads of such terrific guides as Art Mooney, Miles & Liz Smart, Mark Chauvin and the incomparable Vern Tejas.

So, when Betsy Winter, executive director of the American Mountain Guides Association recently asked me to discuss branding, marketing and crisis communications with the board, I was only too happy to oblige.

While the AMGA prides itself in providing exceptional climbing experiences as the "premier source for training, credentials, resource stewardship and services for U.S. guides and instructors," they face a few image and reputation challenges:

1) The media rarely call for comment, except in the aftermath of a climbing fatality.

2) Individual members rarely plug their AMGA certification or the need for more certified AMGA guides in order to ensure safe climbing.

So, I walked the board (all dressed as if they were ready to lead a nine pitch climb up one of the Gunks' legendary walls, BTW) through a branding and crisis primer this past Sunday afternoon.

I explained that media objectivity has become something of an oxymoron thanks to downsizing, the rise of younger, lower paid, less objective journalists and the voracious appetite of the 24x7, 'if it bleeds, it leads' media beast.

I told them it was their responsibility to shape positive stories and position themselves as thought leaders who could be ongoing sources for such stories as outdoor vacations, fitness, and preserving our remaining wilderness and parks, etc. I told these aggressive, mountain men and women it was time to focus some of that same can-do spirit into generating positive press for the AMGA.

I also walked them through the basics of crisis communications, the importance of admitting fault (if true) and viewing every crisis, no matter how bad, as an opportunity to reinforce the AMGA safety principles (since most accidents occur when climbers attempt foolish routes without a certified AMGA guide to lead them).

West Coast guide Mark Chauvin may have asked the best question of the session when he sighed and said, 'Steve, how do I get the media to stop calling me ONLY after accidents occur and start calling me to talk about the many great aspects of climbing?"

I responded by demonstrating the ways in which to build a story, the critical importance of data and trends, and discussing the media's infatuation with human interest stories. I suggested he lead climbs of interested groups who, perhaps, might be comprised of cancer survivors, the sight challenged or even wounded warriors who served in Iraq and Afghanistan. Provide a lazy, local reporter with a neatly tied feature package like that and you'll receive a positive article in return, I promised.

Finally, I answered the board's fundamental question about why so many member guides aren't participating in the AMGA's publicity efforts. I responded by saying: “You've got to answer their ‘What's in it for me?’ question.” When a call comes into AMGA headquarters from a national reporter, I said, suggest he or she also interview one or more of your certified guides. Then merchandise those results back to ALL members. Once they see their peers being quoted in an AMGA feature, member guides will be only too happy to mention the AMGA the next time a local reporter calls them.

And, what did I charge for this advice? Some branded merchandise, of course. And, Betsy Winter obliged by handing over a sweet AMGA-branded climbing jacket. That's when I made my offer to the entire board: “Call me anytime you have a question or find yourself knee deep in a media crisis. I'll be only too happy to help as long as there's some SWAG headed my way.”  Hey, everyone has a price. Even Repman.

While my Blackberry gently weeps

I highly recommend the new Martin Scorsese documentary about the late Beatle George Harrison. Called 'Living in a Material World', the HBO film is chock full of terrific interviews, rare photographs and outtakes and deep insight into the man known as the quiet Beatle.

It's a MUST see for anyone, young or old, who believes in lifelong learning. In fact, if there's one fundamental difference that set George apart from the other members of the Fab Four, it had to be his continual quest for spiritual enlightenment while battling his very real appetite for, shall we say, worldly pleasures?

Scorsese’s movie shows the many, many sides of a gifted artist who was, and always will be, overshadowed by John Lennon and Sir Paul McCartney. But, while Lennon focused on anti-war activities and McCartney continued writing 'Silly Love Songs', Harrison plunged deeper and deeper into the very meaning of life.

I must admit to having been somewhat alienated by Harrison during his Hare Krishna days but, having now viewed the new documentary, I understand it was just another stage in the man's unending quest to better understand himself and the world around him.

The documentary is well worth seeing and, for me, has added new insights to some of my favorite Harrison songs, including: 'Wah, Wah,' 'All Things Must Pass' and, in my opinion, his best love song of all: 'Long, Long, Long'.

As an aside, whenever I'm pressed by college and university students to name the key to career success, I always say, “lifelong learning”. In researching the song's origins, I found out that Harrison's quest for lifelong learning partly inspired him to write, 'While My Guitar Gently Weeps'. Mine certainly inspired me to entitle this particular blog, 'While my Blackberry gently weeps'.

One Harrison lyric from Guitar is more relevant than ever: 'From every mistake, we must surely be learning'.  We clearly weren't learning when Harrison first wrote the lyric in 1968 and, lord knows, we've learned even less in 2011. And that's why his guitar and my Blackberry still weep.

 

A fuzzy future at 40

Ken Makovsky's superb 'If you've never failed, you've never lived' blog made me think of my own  fear of failure and the fear of failure I see in far too many Millennials today.

First, me. Back in 1995, after 15 months of pure hell serving as president of Brouillard Communications, a division of JWT that, mercifully, no longer exists, I was asked to leave. I was devastated. I had just turned 40, was married with two kids, carried two mortgages, leased two cars and provided for two dogs (one of whom happened to be named Pepper).

Despite my previous successes, I was lost at sea as to my next move. I couldn't contemplate another holding company experience and I feared going it alone. Enter Edward Aloysisus Moed from stage left. Equally disgusted by the politics, bureaucracy and parochial culture of the large agency world, Ed had left Brouillard a few weeks before me. He suggested we give it a go on our own. We did. And, I've never looked back.

But, I wouldn't be a success today if I hadn't failed so badly in the past.

Which is why Ken's blog is a MUST READ for those Millennials who have been raised to believe they'll always win. (Note: if you have a chance, also read Ron Alsop's most excellent book, “The Trophy Kids Grow Up”. It nails the sense of entitlement and fear of failure endemic in most Millennials).

I see the fear of failure in my own kids. They're both doing extraordinarily well, but they struggle with adversity. That's because, like most other Boomer parents, we coddled them and, as Alsop's book title suggests, gave them trophies even when they finished dead last.

Failure is important. It paves the way for success, especially for those who are resilient and have the wherewithal to pick themselves up, dust themselves off and say, “OK. I just failed. What did I learn to ensure that I won't fail again?”

Oh, and if you have a chance, doubleclick on the video embedded in Makovsky's blog. I think you'll be surprised to see how many famous people were complete failures before they finally figured out that failure was a pathway to success.