INK PUBLIC RELATIONS

This past weekend, I participated in my very first race. Needless to say, at my 12-minute/mile pace, there was absolutely no “racing” involved for me, but hey – we can call it one anyways.

The annual race, hosted by Gilbert’s Gazelles, is called “Run for the Water” and its purpose is to raise money for clean water for the people of Burundi, Africa. Because it is for a wonderful cause and I wanted to feel what it was like to run in a real, organized, professional race, I signed up. Almost 2000 people participated that foggy, humid morning, but on that track it felt like it was just me.

Since I started this whole running thing a couple of months ago, I have been training for this 5K. Because it is a relatively short distance, the training wasn’t very rigorous and I felt pretty prepared for that Sunday. Although I had done most of my running on a treadmill, I had comfortably run 3.1 miles before so I was confident that this race would be no different.

How wrong I was!

Running outside makes a huge difference! Not only do you have to battle the elements, but the surface terrain and “hills” too! I’ll tell you…I have driven on that stretch of Mo-Pac and Cesar Chavez a million times, but definitely saw it in a new light that morning. It was rocky, hilly and loo-ooo-oong!

However, even though it felt like it was just me out there, I was surrounded by tons of support. There were, of course, those that have been running their whole lives, but around my pace group it seemed like we were all beginners and we all motivated each other to keep on (as Beth says) “putting one foot in front of the other.” Though the air was humid and the water breaks were few, we all kept going until the finish line. It was that sense of individual accomplishment and team camaraderie that pushed us to the end, and it truly felt great.

I think the race really put the half-marathon in perspective. Here I am – sweating, panting, exhausted at only 3.1 miles and I am going to have to run THIRTEEN in February?!

Oy.

But at the end of the day, I really did feel great at the finish line and I know that if half-marathons were easy then everyone would do them. It is going to take a lot of work to get to the finish line in February, but I know that my sense of accomplishment will be that much greater, too. A couple months ago, I could barely run even one mile, so I know that I have already come pretty far.

I just have to remember to keep going, keep trying and just take it one step at a time.

Teacher’s pet? Absolutely. Choir geek? You better believe it. Athlete? Oh, heck no.

The worst of all of my P.E. experiences growing up was running. I HATED running. Get this picture. Girls’ athletics. Seven in the morning (at 13 years old, it felt more like four in the morning). Humid (and for a girl with curly hair who consistently wore it straight, this was a near tragedy). And a gym teacher, who ran around the Cinnabon kiosk more times than she had ever run around a track, swinging her stopwatch around her corpulent wrist and barking orders.

My smile dropped, my brow began to sweat and the pain in my side was already starting to sear. It was time for the mile-run.

I usually sprinted the first quarter mile, walked the second quarter while gabbing with friends, maybe jogged the last two just to get it over with and get back to the locker room with enough time to spray on some Cucumber Melon body splash to disguise my failed athleticism. Thirteen minute mile? Not great. Probably at the bottom of “preferred” physical fitness. But, whatever, I’ll take it. At least it’s over.

Essentially, I hated running and couldn’t fathom why anyone, in their right mind, would want to this for (gasp) FUN?! Running is exhausting! You have to go FAST and beat the right time on Coach’s stopwatch to be a “good” runner, right?

Then, I grew up. I graduated from college and got a job and found out that my new co-workers at INK actually LIKE this running thing and began to actually ENCOURAGE me to become a runner. So, one day, after having a discussion with Beth (INK’s premier marathoner – seriously, this girl is the real deal), I decided to give the half-marathon a shot. After my first few test runs, I realized that my P.E. teacher had it all wrong. Running (or even jogging) doesn’t have to be this dreadful, exhausting, painful experience. It can actually be therapeutic, relaxing and, dare I say it, fun.

So, I am giving the half-marathon a shot, partly because I think it’s wonderful that we do this for charity (and I love dogs!), but also because I want to prove to myself that I can do it. I want to get in shape and kick my own butt. As long as I can stand on my own two feet, I want to use them (and the rest of my body) to the best of my ability. Let the training begin!

Riley, my canine inspiration.

News is a commodity. However, the average person may not agree. You may see news as an unalienable right – a piece of public property that can and should be consumed by the masses on a daily basis. But to news organizations, like Austin American-Statesman, KXAN-TV, NPR, or even Perez Hilton, lots of money is made from news every day. The money, of course, comes from many different pockets – subscription services, ad revenue, charitable donations, merchandise sales, etc. Though the news is out there, we must view it through these media filters – and the color of that filter has always been relatively green.

This is a bow-on-top view of how the news industry has profited over the last hundred years. But, as we all know, the world is changing. So news organizations have to change right along with it.

Monday, INK sponsored a Social Media Breakfast at the Statesman offices. The discussion focused on how news and social media can combine seamlessly to bring news to the online community. However, an important question was raised during the conversation that got me thinking: “How can news organizations use social media to make money?”

This question has plagued many print newspapers as they have shifted content to the online space. It is easy (and free) to go on Statesman.com and read headlines on the topic of your choice – whether it is UT Football, K-12 education, or simply how to be a good mom. With this content right at our fingertips, more and more people are getting their news online, which means print subscription services are plummeting. Yes, the economy is part of it, but a changing media landscape is also to blame. Reporters are still writing, calling sources, researching, fact-checking and editing. The labor is consistent. In fact, with more layoffs occurring, reporters now have to work even longer and harder to make up for the HR changes. But are news media companies seeing the same profits? Answer: no.

Now, news content is infiltrating social media as well. Almost all of the major news sources have a Twitter account and consistently update it with breaking news stories (i.e. more time being spent by reporters). However, the difference between this form of readership and viewing Statesman.com is revenue. Sure, it would be great if everyone read headlines on Twitter and then linked to the corresponding web page (and then became so enamored with the publication that they bought a year subscription), but is that really happening? Or do followers simply read the tweet, re-tweet it, and be done with it? And if they are doing the latter, what has the Statesman gained by tweeting the news at all? Certainly no advertising or subscription money – but isn’t there more than just money?

The panel spoke of qualitative results. If “tweeps” follow @statesman and see them as a trustworthy news source, they are gaining an audience, credibility and a brand for themselves. This is definitely important in the social media sphere. Having a presence there means having a presence with millions of plugged-in consumers and thus building a positive brand reputation. But is it a smart business move? Does it contribute to the bottom line?

At first, the answer may be no, but that is a tricky question with a lot of marketing decisions. The Statesman seems to view its social media presence as more of a PR move, rather than a for-profit move. The company wants to build community and personality. It wants to be a news source that is more than just headlines, but a trusted friend. For those goals, social media is the perfect way to go. Rob Quigley, the social media editor at the Statesman, compared social media to a new version of “Letters to the Editor.” The feedback is now instantaneous. Social media gives readers a voice and an opinion. It creates a dialogue. Rather than simply consuming news, they can interact and help shape what they read. From what the panel described, the reporters like it too. They can receive tips, photos and inside information from readers, and can use social media to find the perfect interview candidate for a specific story. Though the endeavor may be labor-intensive, these panelists found social media to be one of the more fun aspects of their job.

From a business standpoint, the venture may be costly, with little up-front profit. But as with other successful marketing/PR efforts, the money will come. Consumers will almost always support a brand if they are truly loyal to it. A social media endeavor may not bring a company a ton of money at the start, but the value of a positive and sustainable relationship between a news organization and its constituents may turn out to be truly priceless.

Perhaps you have heard about it in the classroom, around the water cooler or at family gatherings, maybe on the news, or in emails or text messages. This new social networking craze is sweeping the nation, the blogosphere, and even Hollywood:

Twitter.

To those of you who might live in the outer regions of Nowhere, the word “Twitter” may still exist in your mind as an onomatopoeia that birds utter. But for those living in the web-crazy times of the 21st century, Twitter has turned micro-blogging into a mega trend.

So why are so many bitter about Twitter?

Many reports state that companies and individuals are still skeptical of the new form of social media. Last month, the editors of the New York Times’ blog “You’re the Boss” posed this question to its readers: “Do You Still Think Twitter Is Stupid?” Of the 104 comments, some called Twitter “a little too Big Brother for me,” “dumb” and “worthless.” Still others said it was simply a “novelty” and will “fade into the blur that is the interWeb.” Though many of the comments question Twitter’s effectiveness and uniqueness, companies like Starbucks, CNN and Whole Foods have experienced quite a bit of success on the site. So, what’s the catch?

One explanation could be sheer numbers.

Twitter’s website attracted a total of 44.5 million unique visitors worldwide, according to a report by comScore in June 2009. One month later, the Washington Post reported that Twitter gained 21.2 million unique U.S. visitors to its Website in the month of July. With numbers like these, companies who decide to opt out of using Twitter for its perceived “drawbacks” might be missing out on a lucrative marketing advantage.

At INK, we view Twitter (and social media, in general) as a huge PR opportunity. The social media world is simply a “third space” – or rather, a channel or environment in which members of the community congregate to share information, news, or maybe even a casual conversation. If a company were to ignore the millions of visitors logging onto Twitter every month, it would be doing itself a huge disservice. In public relations, we are always trying to get the message out – whether it is on television, in newspapers and magazines, or on blogs and online. This forum is just another one to add to the list. In addition, social media offers companies a chance to be more personal than other kinds of media. CEOs can “direct message” (or “DM”) his or her favorite reporters and follow up with them about a story, or a customer service representative could respond to questions or complaints about a product. Of course, social media is not for every company and there are definitely “best practices” to follow when engaging in the online arena. That’s a post for another day.

For those that are still hesitant about Twitter, I recommend jumping in head first and just reading a few sites (if the companies listed above don’t tickle your fancy, Ashton Kutcher or Oprah’s Twitter pages might). Get a feel for it and maybe set up a personal account before presenting the idea to your CMO. Once you participate in a little tweet-and-greet, you may just find yourself hooked.

During INK’s mid-year off-site last week, all of us INKers took a personality test that determined our “true colors”. And they were just that, colors! From the aggressive orange to the sensitive blue and the analytical green to the “boring” gold (just kidding, Starr!), we all found out what made us tick and how to react towards one another in a professional environment. Through a little soul searching and a lot brutal honesty, we exposed our true colors to ourselves and our colleagues.

I have taken many personality tests before in college, but I must say that none truly resonated with me the way this one did. In all of the other scenarios, the tests were only about me and how I think/feel/act/react/reply/etc. But in this test, I was able to learn about others as well – and I truly believe it was an extremely valuable team-building exercise. We are fortunate at INK because we have a wonderful team dynamic and mutually respect each other, but with others, it is not always as easy. As professionals in public relations, we are charged with the task of not only handling communication on behalf of our firm, but communicating on behalf of our clients. Though this test only represented 4 main colors, sometimes we encounter rainbow personalities that are not so easily detectable. I guess there is not always a cut-and-dry solution on how to treat colleagues, reporters, clients and constituents based on their individual personalities, but “the golden rule” might come close. I  believe that the golden rule is infused in INK culture and it is something we practice every day and with everyone we encounter. No matter what color you are, golden works.

It would be nice if everyone wore their colors on their sleeves, but as professional communicators, it is our job to observe, interpret and understand those around us. But, we are lucky in the fact that we have such a close relationship with each other and our clients, so we can truly understand their personalities, needs and wants. Maybe it is because there are only 7 of us, or maybe it is because we are good at what we do, but at INK, these colors definitely do not run.

This morning, the ladies of INK PR and I were fortunate enough to speak with a group of high school students in a program called Upward Bound. This program provides fundamental support to participants in preparation for college entrance. In addition to counseling, academic instruction and cultural enrichment, these students travel to different companies to discuss possible career paths. This morning, while eating delicious breakfast tacos (thanks, Beth!), we were able to speak with them about not only what we do as PR professionals at INK, but how we got to where we are today.

It is kind of fun for me to talk about my college experience. As a recent alumna of The University of Texas at Austin (the BEST college in the nation), I love speaking to people about the invaluable resources that college can provide, inside and outside of the classroom. It is so encouraging to know that these high school students have already started thinking about their futures and are taking steps to prepare themselves. I am definitely inspired by their determination to succeed.

I guess it reminds me to always plan ahead. Life is a journey, not a destination. It is easy to focus on the here and now, but I must remind myself about the bigger picture. With every media list I construct, or every coverage report I compile, it is helping me build my knowledge of INK, our clients and public relations in general. Only a few years ago, I was preparing for college, registering for classes, and picking out a colorful rug to spruce up my Jester dorm room. Though I have since graduated, my education has not concluded. INK (and any job, for that matter) is its own kind of classroom. The lessons we learn here and elsewhere help shape us every day. Self-improvement is a never-ending journey and one that I will definitely enjoy traveling.