Elizabeth Christian & Associates Public Relations Blog

You Can't Stop the Heat

The “hottest” topic in Austin lately has been the early appearance of temperatures in the high 90s (pun completely intentional). However, even though most people are staying inside to get out of the heat, our PR jobs must go on—outside events and all!

On June 3, we helped organize a groundbreaking event in Pflugerville at the construction site of the St. David’s Emergency Center. Needless to say, the event would be outside, and we had a near guarantee that it would be hot.

Thankfully, we had prepared for such weather and secured a tent early in our planning. Since we were in the midst of a construction site with loose gravel and dirt, fans were not optimal—lest we make our guests even dustier—but we ordered plenty of water and ice to help keep everyone cool. The key was to make our guests as comfortable as possible in the heat—no easy task during a midmorning in June—and keep the event brief, but still worthwhile.

What resulted was a successful celebration to mark Pflugerville’s first full-service emergency care facility that was attended by integral Pflugerville city officials, St. David’s HealthCare staff and local media! 

Sometimes, the public relations profession resembles that of the postal service. Rain, extreme heat or breaking news, the show must go on!

~ Levente Smith

St. David’s HealthCare and St. David’s North Austin Medical Center broke ground on the St. David’s Emergency Center in Pflugerville— the first full-service 24/7 emergency care facility in the city.

 

History in the Making!

This week, our client, The Trail Foundation, unveiled a new sign on the Pfluger Bridge detailing the history of Lady Bird Lake and the Hike and Bike Trail along the lake.

The sign is a gift to the public and features a detailed timeline of the Trail’s history that spans from 1940 to 2006, as well as words from Lady Bird Johnson about the formation of the Hike and Bike Trail at Lady Bird Lake.

Mrs. Roy Butler, former first lady of Austin and charter member of the Town Lake Beautification Committee, talks about her role in helping to make the Hike and Bike Trail at Lady Bird Lake the centerpiece of Austin.

Attendees got the chance to hear from Mrs. Roy Butler, former first lady of Austin and charter member of the Town Lake Beautification Committee, about her role in helping to make the Trail the centerpiece of Austin, as well as Susan Rankin, executive director of The Trail Foundation; Griffin Davis, past president of The Trail Foundation board of directors; Sara Hensley, director of the Austin Parks and Recreation Department; and Will Meredith, of the MFI Foundation, which funded the new sign through a generous challenge grant from the MFI Foundation—along with the Michael and Susan Dell Foundation.

Susan Rankin (executive director of The Trail Foundation), Griffin Davis (past president of The Trail Foundation board of directors), Mrs. Roy Butler (former first lady of Austin and charter member of the Town Lake Beautification Committee), and Will Meredith (MFI Foundation) unveil the new sign on the Pfluger Pedestrian Bridge on May 17, 2011.

It was so gratifying for me to meet some of the heavy hitters who were instrumental in giving us the beautiful Hike and Bike Trail at Lady Bird Lake, which many people take for granted. Let’s be honest—how many of you really knew how it became what it is today?

More than anything, though, it was inspiring to see what can happen when city leaders, philanthropists and members of the general public work together to achieve a common goal.

Looking back on the first 40 years brings added excitement to what the next decade will bring—specifically, another historic project that is in the works. The Trail Foundation is currently working to raise the private portion of the funds for the Trail Completion Project, known as the Boardwalk Trail at Lady Bird Lake.

You may remember, this project was part of the mobility bond package passed by Austin voters in November of last year. It will close the southeastern gap of the Hike and Bike Trail around Lady Bird Lake—extending the Trail more than one mile from the east side of the Austin American-Statesman building to Lakeshore Park.

It is truly an honor to be a part of history in the making. In the coming decades, when I walk or bike along the Boardwalk Trail at Lady Bird Lake, I know I will remember this day and the role we all played in helping to enhance Austin’s crown jewel!

--Erin Ochoa

If You Build It, Will They Really Come?

We’ve spent a couple of ECPR blog posts talking about events and what makes an event newsworthy. In other words, how do you get media to attend? For this post, let’s imagine that media attendance is completely secured for an upcoming event. With that task checked off your list, your job is done, right? Wrong.

Media attendance at an event is only one part of our job. We also have to ensure there’s an audience. Whether it’s a gathering of hospital staff to recognize the work of nurses, a group of business leaders gathered to celebrate the launch of a campaign or the targeted audience of your client’s product that will be highlighted at the event—if the audience isn’t there, who are you doing it for? Let’s be honest, it feels better to stand behind a podium and deliver a message to SOMEONE, in addition to a couple of cameras.

Here are a few ideas to generate an audience at your event.

1. Provide refreshments. It sounds simple, but it’s worth it. Offering some type of refreshment is not only a benefit to an event attendee, but it also gives them something to do before and after the main part of the event and will encourage mingling.
2. Give away a prize. I know this is another incentive to entice people to attend, but a person’s time is precious to them. An incentive to attend, in addition to learning about an issue, product or campaign, will give them another reason to be generous of their time.
3. Make follow-up calls. People are inundated with electronic and print invitations to events, and sometimes one or two get lost in the shuffle. Follow-up calls to invitees (as well their secretaries, if they have one) will help you make a more personal connection. You will also be able to tell them more about the event and answer any questions they may have. Polite persistence can be a wonderful thing.
4. Make it worth their while. Similar to making an event newsworthy for media, we need to make events newsworthy to the audience. You want to be sure your invite list is targeted to people who will truly care about the event specifics. For example, if you are hosting an event that features the latest designs in dog houses, you wouldn’t invite cat owners. Be thoughtful in regards to who you invite.

Even if audience attendance is low, it is up to us as PR professionals to create additional opportunities to relate our messages to our target audiences through media coverage. The ultimate goal, however, is for a successful PR event to be supported by media. Hopefully for your event, the two will go hand-in-hand.

-Levente

The Voo-doo That We Do So Well

As Meredith mentioned in a recent blog post, people usually have an inquisitive look on their face when I say that I’m in public relations. No one wants to understand more than my mom. She really tries. She wants to connect with my daily activities and use the slang that I use, but some things are hard to connect with unless you’ve had a hand in it yourself.

One of the aspects about our job in public relations that I revel in (and my mom appreciates) is the behind-the-scenes action. People have no idea how a news story comes together or how certain people end up on the local morning show giving their expert opinion about a topic. The great thing is…I do!

Recently, some of us hosted an artist from Cirque du Soleil’s Dralion show here in Austin. Dralion’s juggler extraordinaire, Vladik Myagkostupov, traveled to Austin to meet with various media outlets to provide a sneak preview of the show, which will premiere at the Cedar Park Center on March 10.

Not only did I get to witness a part of his unique act that combines acrobatics, dance and juggling, but I was also there from the beginning to see how each TV segment and print story developed.

It’s a special thing to give an idea to a reporter, have him or her agree that it’s worth the time, and then see the idea formulate into a news story. There’s a lot of pride in what we do. When you’ve helped develop a story in which the reporters have fun doing it—that makes it even more fulfilling.

Here are a couple of behind-the-scenes photos from our advanced media day with Cirque du Soleil.


A videographer and photographer from the Austin American-Statesman get footage of Vladik while he performs parts of his juggling act from Dralion.

Chris Willis and Sally Hernandez, the anchors of KXAN’s midday show, pose with Vladik after his live performance on the noon show. 

Six Tips from the Interns: Transitioning from College to Career

 

1. Stay savvy with industry news: Keeping up with industry news in a constantly evolving environment such as the public relations industry is a must. Relevant industry news can be found by reading credible blogs authored by public relations firms or other individuals in the industry. Twitter posts by PR thought-leaders offer innovative and useful information, so research and follow these industry experts. Subscribe to The Economist or The Wall Street Journal to learn about important financial news that affects all industries and to gain a better understanding of the economic side of any business.
2. Secure internships early and often: Internships are one of the best ways to gain first-hand experience about the world of public relations. Interning with a company can provide an opportunity to learn how to interact in a work environment and apply your classroom training in a “real world” sense. The more experience you have in a public relations work environment, the easier the transition will be from college to the career.
3. Keep current with the rise of social media: Be familiar with all existing and upcoming social media. Twitter, Facebook and blogs are no longer the only social media tools used in the public relations industry. Location-based social media applications such as Gowalla and FourSquare are becoming popular as are crowd-sourced content applications, social bookmarking sites and other applications.
4. Be a self promoter: Start by forming good relationships with your college professors. Professors are usually well networked, and willing to help you locate career opportunities and serve as a reference for future employers. Informational interviews with companies are another great networking tool that allows you to find out about possible job opportunities. Following up with an e-mail after meeting a new contact or a thank you note after having an interview helps build and maintain relationships within the business world.
5. Always practice your writing skills: Communicating in a direct and concise manner on paper is crucial. Writing for your university’s newspaper is a great way to practice objective, concise and direct communication. Creating your own blog and writing weekly, as well as writing press releases for your school or local newspaper, are all ways to build strong writing skills. Writing and sharing press releases with local papers allow you to follow-up with media outlets and practice pitching stories during which you share potential article information with reporters and editors.
6. Join PRSSA: The Public Relations Student Society of America is a national organization that focuses on helping students interested in public relations learn about the career field and then make the successful transition into it. According to PRSSA, the organization “helps you enhance your education, broaden your network and launch your career in public relations.” Most universities have a chapter on their campus. If your university does not, take the initiative to start one. PRSSA provides industry news and information, internship opportunities, and national and local networking opportunities with other public relations students and professionals.

-Ashley Bahl and Blaire Kniffin

ECPR Interns spring 2011

“What is it that you do?”

I have friends who are teachers, bankers, lawyers and realtors, and we more or less know what they "do" in their profession. As a public relations professional I am asked quite often—“So what is it that you do?"

You might refer to the Public Relations Society of America definition that states, “Public relations helps an organization and its publics adapt mutually to each other.”

This is a great way to succinctly sum it up, but what do we really do all day? The truth is, it could be just about anything from writing a press release, talking on the phone with a reporter, planning a press conference or grand opening, tweeting about a client's most recent announcement, and the list goes on.

In a word, we are storytellers. We disseminate information about a company, product or cause through a variety of communication channels, and those channels are constantly evolving—most recently with the social media boom. It is essential for us to communicate our messages in a variety of ways and to reach a targeted audience.

Think about it. How do you get your news? Do you read the newspaper over your morning coffee? Check your Facebook and Twitter accounts on your mobile phone? Listen to the nightly local news as you are getting ready for bed?

Think about the last newspaper article or tweet you read about a movie, store or restaurant opening, policy issue, etc. Very likely, a public relations professional was behind that announcement.

This is just a very brief and basic glimpse into the life of a PR professional, and I, for one, think it’s a pretty great ride!

“Go Red” For American Heart Month

American Heart Month is recognized each year during the month of February. Some organizations “Go Red for Women” on a certain day, while others find new and creative ways to raise awareness of our nation’s No. 1 killer—cardiovascular diseases.

According to the American Heart Association’s website, since 1963, Congress has required the President to proclaim February "American Heart Month" in order to urge Americans to join the battle against heart disease and stroke, and to raise money for research and education.

As a long-time partner to St. David’s HealthCare, Elizabeth Christian & Associates Public Relations (ECPR) has helped to promote American Heart Month for many years. Sometimes, the message is simple and strong—wearing red and taking a united stand against cardiovascular disease. Last year, the team at St. David’s South Austin Medical Center did something a little different. It kicked off its first ever “Pedometer Contest” in support of American Heart Month. Interested employees received pedometers to help them to count their steps each day, allowing them to take their first “step” toward becoming physically fit and healthy.

St. David’s South Austin Medical Center (formerly St. David’s South Austin Hospital) “Going Red” for American Heart Month (February 2009)

On November 1, 2010, St. David’s HealthCare acquired Heart Hospital of Austin—a facility dedicated to cardiovascular care. As a result of this partnership, the organization is embracing some new traditions this year in recognition of American Heart Month.

On February 4, St. David’s HealthCare is partnering with the American Heart Association for a “National Wear Red Day” event at The Domain. Then, on February 5, Heart Hospital of Austin (along with Championship Hearts Foundation, Austin Heart, and other organizations) will host free heart screenings for students ages 14 to 18 years of age to detect a condition known as Hypertrophic Cardiomyopathy (HCM). HCM is a serious genetic heart condition that affects one in 500 student athletes every year, and is the leading cause of sudden cardiac death in young athletes.

Of course, at the heart of every media story (no pun intended), are the numerous lives that have been impacted, and saved, as a result of increased awareness. The “ask” may be simple, such as wearing a small, red pin on your shirt, but the rewards are infinite.

-Erin Ochoa

Localize It and They Will Come

You might think that a time such as the holidays is a tougher pitching environment. While this might be true to some extent—there certainly seem to be more ideas, products, programs and other content competing for coverage—if you localize your angle to the area and the time of year, media will be more likely to consider your story idea.

Let’s take broadcast as an example. I was recently charged with pitching the LifeChoice portable oxygen concentrator, the most state-of-the-art supplemental oxygen therapy device currently on the market, to local television affiliates in target markets. The product was relatively new to these markets and its manufacturer is headquartered in Austin so what was the hook and what was the local tie? Why should the local broadcast reporters care? Straight product pitches are typically difficult to place in broadcast segments, particularly if not tied to a local trend or other strong reason of interest. 

Well, November happened to be national chronic obstructive pulmonary disease (COPD) awareness month—there is the timely hook. I also was lucky to have access to respiratory therapists who would serve as COPD healthcare experts in each of the target markets—so my segment idea did have a local angle.  Since I was pitching a national awareness month with a local healthcare expert to directly speak to the condition in that area, broadcast media viewed this potential segment as educational and important for their viewers. The segments were considered a success to all. The LifeChoice was highlighted as the preferred treatment option for COPD sufferers who had been prescribed supplemental oxygen, and local viewers were able to learn more about a seldom-discussed yet very serious health condition.

The holidays are busy and there is more content than ever for media to consider but if you clearly spell out why your pitch is important to viewers/readers/listeners and why it should be covered now, they will come.

-Lindsey Elbom

Simple ways to stay connected

As public relations professionals we are constantly in communication with others through a number of different channels. Keeping in touch with acquaintances and those in our network of contacts can be overwhelming, yet it is extremely important. I’d like to offer a few ways to help manage and maintain these relationships with past colleagues, clients, those you have served on a community board with, volunteered with, etc.

The most important thing with networking is to stay in touch with those you connect with and make every effort to keep a relationship going—even if you don’t “need” something at the moment.

Pass Along Articles of Interest to Your Contacts
One great way to stay in touch is to pass along anything of interest to your contacts. You want to show that you are not only passionate about their industry, but also that you are genuinely interested in your contact’s best interest.

Remember Special Occasions
This can be a hard one, but making the effort to reach out to a contact on their birthday or special occasion can go along way. Make it a habit to look at Today’s Birthdays on Facebook, and take the time to write a quick e-mail or handwritten note.

Follow Them on Social Media Networks
Following them on Facebook, Twitter and LinkedIn is one of the easiest ways to know what is happening with them and you can casually interact with them through these social media networks. If they have a blog, read it every once in a while and provide a thoughtful comment. 

Create Google Alerts for Your Contacts and/or Their Businesses
This is an excellent way to keep tabs on your contact’s company. When you see big news about someone or his or her company, take a minute to send an e-mail and follow up.

It is important to stay in touch and continue that relationship and not just contact them when you need something. Remember to always be genuine and show an interest in continuing a relationship with them. When you keep in touch the possibilities are endless.

Anyone there? Let me in!

You’ve decided you want a career in public relations, so now what? According to the Bureau of Labor Statistics, the number of qualified applicants will exceed the amount of openings for entry-level PR positions. Translation: tough competition.

As a young PR professional, I constantly get asked by current college students and recent graduates for tips on how to land a gig in this sought-after industry. Listed below are some tidbits on how to transform your “go get ‘em” attitude into a career.

Work—Experience, experience, experience. Nowadays, one internship alone isn’t enough to get you through the door. Start getting experience early to help lengthen your resume and beat your competition.

Join organizations that you are passionate about and volunteer for opportunities that will help build your portfolio.  Volunteer to write a newsletter, start a blog, help plan an event or organize a fundraiser. Did you land your dream internship? Great! Now get another one. Experience is vital in getting your foot in the door.

Network—Join the Public Relations Student Society of America (PRSSA) and other student organizations that will help you network with professionals. They often have great meetings providing insight on the many aspects of the industry and present opportunities to meet executives. Introduce yourself to PR pros, make an impression, get their contact information and follow up. You never know if they’ll have an opportunity perfect for you right around the corner.

Prepare—Keep your resume updated, in sparkling shape and available at the blink of an eye. Utilize online resources and make an appointment with your college’s career center for advice and to help polish your resume.

Print out business cards with your contact information and college major to have on hand. You can make your business cards at home or use an online service. Business cards not only show that you are prepared and eager, but that you are polished as well.

Attack—Now it’s time to take action with your experience, network you’ve built of PR professionals, polished resume and snazzy business cards.

Research PR agencies and other companies of interest, and start making phone calls. No positions currently available at a company you’re interested in for employment? Plan an informational interview to introduce yourself and learn more about their work. Continue to keep in touch because you never know when a position might become available.

Use the network you’ve worked hard to build and send notes asking for advice over lunch or coffee. Executives are always willing to help out those who are eager, passionate and driven.

Most important advice of all—keep knocking! You never know when the right door will open.

- Erika Gonzalez