The Purpose Behind Your Practice

For professional communicators, the challenge remains: how best can we communicate with our stakeholders? As a practitioner, I consider myself to have a strong knowledge base of incorporating social media into practice. In my office, I have a vintage Underwood typewriter and a vintage camera as reminders that if practitioners before me had less sophisticated tools and were able to produce quality content, what’s my excuse?

These two items are not mere decoration; they are a challenge to me to up my game each day.


Items in my office

The journey to locate these two items wasn’t easy, and that’s what makes the story itself worthwhile. I told a coworker that I was seeking a vintage typewriter to decorate in my new office a few years back. She and a friend went to an outdoor flea market, where the vendor had a typewriter for sale. She asked the price, thinking she’d would buy it and I would pay her back. He told her (because she was an Alabama Crimson fan) sporting her gear): the cost would be $50. Incensed, her Auburn Tigers’ fan friend (sporting her gear), asked the price and he replied $25.

The friend of a friend bought it and gave it to me.

THIS is why I say on this blog good storytelling is always in style. It helps us feel connected. In this week’s Modern Retro PR, we example the purpose behind your practice.

Modern: Facebook’s Changing Algorithm

Lately, every PR-type or blogger has been offering his or her hot take on how communications professionals can be successful in light of Facebook’s change in algorithm. This won’t be another one of those blogs offering advice, but embedded in the science of the change is the best practice of the profession.

As social creatures, we value interaction. Social media offer that, in albeit a superficial way. To address that, Facebook CEO Mark Zuckerberg wrote in a January 11, 2018 post:

 “(W)e’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other.”

For organizations, this new direction should help practitioners refocus their work in providing content that is meaningful to the stakeholder and motivating to share. It can be done.

Understanding this, my team and I determined that a strong story would be helpful in communicating a particular message the strength of the schools in our community. In developing our communications strategy, we helped our coworkers understand their role as brand ambassadors among their friend and family circles who would value their opinion. That compelling content was shared repeatedly with colleagues, parents, and others in our community—catapulting it to high engagement numbers.

See for yourself:

CHS data.png

Numbers like these outperform our typical posts ten-fold!

According to Pew Research, more than 60 percent of Millennials gets their (political) news from Facebook, as compared to more traditional news sources, like television. This is a crucial tidbit for school systems, as the parents of our students are increasingly in the Millennial generation.

People want to feel connectivity. Social media can provide that avenue. Plus, it makes good business sense to help stakeholders understand your organization’s purpose!

Retro: The Page Principles

The origins of this work in the age of social media can be found in the work and speeches of the godfather of corporate communications and former AT&T executive Arthur Page. Although Page did not author the principles bearing his name, it is based off his life’s work and was adopted by the Arthur Page Society:

  1. Tell the truth.
    2. Prove it with action.
    3. Listen to stakeholders.
    4. Manage for tomorrow.
    5. Conduct public relations as if the whole enterprise depends on it.
    6. Realize an enterprise’s true character is expressed by its people.
    7. Remain calm, patient and good-humored.

Regardless, of the medium used with which to communicate, this is solid advice!

For the purposes of this post, let’s dig into principle six a bit more.

The strongest opinions — good or bad — about an enterprise are shaped by the words and deeds of an increasingly diverse workforce. As a result, every employee — active or retired — is involved with public relations. It is the responsibility of corporate communications to advocate for respect, diversity and inclusion in the workforce and to support each employee’s capability and desire to be an honest, knowledgeable ambassador to customers, friends, shareowners and public officials. –Arthur Page Society

In short, the responsibility of public relations doesn’t just belong to the PR pro—it belongs to each employee of an organization. Further, the organization must demonstrate a solid measure of respect for its employees by recognizing their right to know and be part of a strategic communications’ effort.

Final Thoughts

Leaders of today know and embrace this fact, by using social media. Savvy leaders ensure that it is being done. It is likely highly Facebook employees were aware of the changes in the algorithm, but what Zuckerberg did in his public post was to widen the circle to share directly with Facebook users.

Page was ahead of his time. His work recognized that the strongest asset of any organization is its people. This underscores why it is important for communications’ practitioners to incorporate this in to the strategy section of an effective plan.

Evidence of this can be found in surveys on workplace culture, too. Tolero Solutions, a human resources outfit, found that nearly half of people “say lack of trust in leadership is the biggest issue impacting their work performance”. This is easy to remedy! In fact, the answer to this workplace challenge is the same that will help brands be successful in the age of the new Facebook algorithm: share the content!

Zuckerberg’s bet is the change to the social network will bring people closer together and help them feel more connected to the stories in their lives. It also seems that same practice can offer a communicator a blueprint for business.

[NOTE: Should you want to watch video we posted to social media, view it here as to not artificially inflate the video’s analytical data on Facebook.]


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