Tatiana Loparski's Views on Contemporary PR (Part I)

Interviewed by: Elina Ketikidi

Tatjana  Loparksi studied at the St. Cyril and Methodius University in Interdisciplinary Journalism and she did her post-graduate studies at the Department of International Law and Politics at the faculty of Law. Currently Tatjana is in the final stage of acquiring her Master's degree in Marketing Advertising and Public Relations from The University of Sheffield International Faculty, City College. For 13 years she was working as a journalist for various national television channels in Skopje, as well as radio stations, daily newspapers and magazines. She served as  the Spokeswoman to the President of the country (2005 – 2006 ).   Tatjana has also a great experience in the field of Public Relations. She was a PR Manager at Image PR Agency, a Managing Partner of Omega PR Agency and now she is the executive director of her own PR company "Element PR  & Corporate Communications.  In early December Tatjana delivered an interesting seminar to the postgraduate students in Thessaloniki on PR Evaluation and Metrics.  

 

As a Director for Public Relation at Element PR  it would be great if you shared with us the worst and the best (most exciting) time you had in your career path.

When you choose a profession and you find yourself after several years working in another sector, you can only see this whole experience under a different prism.  Every experience bad or good, it is something from which you can learn much.  You learn from your failures, otherwise it is wasted time and you will repeat all your mistakes. The most difficult time for me was opening my own PR Agency. When you have zero money it is hard to manage the stress and the lack of financial means. But, with hard work I made my best of it and I have managed to get big clients that showed trust to the company. The best moment is right now, when we as an Agency working for a client received international award for best CSR campaign in the country and that is an acknowledgment that you did something good and big putting your mark on society.  I have a client that always says to me: dream big to make big moves, but do it with small steps, not to fall down trying to cross obstacles. I am doing that every day in my job, going forward with small steps.

In your opinion which are the 3 things that a PR person has to be careful in his/her career?

First of all, never forget that you have to learn constantly. Don't you ever think that you know everything. You have to constantly learn and implement what you have managed to pull out as a new experience. Catch everything that you can from everyone as knowledge. People are the richest field of knowledge that you can explore. A PR person is all in one – communication wizard, psychiatrist, lawyer and friend to client, so do not think that you will know just communication.  When working in PR industry you have to know almost everything and to be in the line with latest news.  Every industry that you will work with is a new challenge for you. You have to learn everything about this industry, learn for competition, try to understand as much as you can, because the PR profession is not just media relations; it is keeping relation channels with all targeted audiences.  Make your own network, make your own rules of working, and of course remember - the client is always right, even when he is not. However, your job is to say what you think no matter of the consequences and product your client from a likely wrong decision.

 

When your company is hiring for an entry-level PR position, what makes a candidate stand out?

The starting point is if he has a will to work and to learn. The second thing is if he/she is aware that this is job without working hours and that you work 24/7 when necessary.  There are no secrets on predicting who is good and who is not. Of course, we are always looking for people with passion, eagerness to progress and develop, dedication and creativity.  We are looking for people they can fit with the company's culture and vision.

If you were entering this career path today, what do you think you would do differently?

I am not person that regrets for things. So, I wouldn't change anything.  I will change my way of doing business in the future. When the company is small there are advantages and disadvantages. So you just cannot afford to lose focus on your work and on the things that you're dealing with. And yes, it is a multitasking job, so get used to it and make list of prioritization so you can make it in this profession. If you cannot handle several things at the same time, try to find something more relaxing as job description.

Communication Crisis: Do social media change the game?

Written by: Johnny Nentev, 
Edited by: Matina Stamatiadou

Communication crisis can be defined as an unpredictable incident, which includes the name or the reputation of a company. In many cases, management tactics and their ways of handling such crisis prove to be insufficient. Thereby, there has to be a team and a well - organized effort that will take control of the situation, by planning and applying a communication strategy in order to avoid or minimize any possible harm for the company.

Better prepared than sorry!

There is no need to point out the fact that crisis occurs not only under unlucky circumstances, but also emerges as "attacks" from competitors or malicious people! Therefore, it is essential to be able to anticipate such occurs and it is more compelling than ever, for your company, to have a crisis communication plan. Follow the link to some incidents of crisis management: http://www.businessinsider.com/pr-disasters-crisis-management-2011-5?op=1

Form a team which consists of executive members of the company and start setting up your communication crisis plan. You should consider including the CEO of the company in the team; to communicate and cooperate with the PR manager & Legal department and make crucial decisions regarding the crisis. Train these people on how they should react when a crisis occurs and assign roles to them.

• Choose the spokesman carefully, making sure he or she is skilled and experienced for such a position.
• Always look for weaknesses or high risk areas within the company and try to fix issues that could cause problems in the long term.
• Often run brainstorming sessions about possible crisis and deal with worst-case scenarios to be as prepared as possible for a probable crisis. 

What about when crisis knocks on your door?

Let us assume that suddenly an "unwanted" event occurs bringing huge consequences to your business: 

Back in the old days, the respond team for crisis management would have taken action according to the plan for each role and public information officer would've gathered information for the incident, he or she would've drafted a press release and got prepared to answer questions from journalists. Then a press conference would've been scheduled, as it had been the main way for a company to respond to the media. Reporters would've captured the situation, they'd draft their reports and later news would have created so masses to be informed

Today, things have dramatically changed with the social media evolution.

Let's assume on more time that the same unpleasant event occurs today.  Do you think that people are going to be informed about the incident at the same way and that it would take the same time to do so? Of course, not! 

The reason is that everyone who has witnessed the event, is now capable of spreading information all around the web (YouTube, Facebook, Twitter, blogs, etc.) and it happens instantly.

Now, when an event is taking place the eye-witnesses instantly share the incident with other people through the internet, Then the media get information from that sharing and serve it back to millions of people. That's also how the crisis respond team is gathering additional information about the incident. So, how is the communications team going to act under the pressure of social media?

Here are the 3 most important elements that the team should consider when acting: 

• Speed
• Engagement
• Rumor management

Communications team must respond immediately to assure the minimum level of company's damage and also prove to people that the team has the situation under control. At the same time social media research must be conducted and team must engage with the crowd's content as to show sensibility about the matter. Last but not least, rumor management is extremely important due to the existence of malicious people who will try and take advantage of the situation and harm the company, So be careful and respond immediately in order to prevent any harm. Social media has changed the way we perceive the world and must not treated just as an additional media channel. Communication managers should get acquainted with internet and social media because it is a powerful tool for managing communication matters.

Writing an Effective Abstract

By: Dr. Anastasios Karamanos

What is an abstract

An abstract is a self-contained, short, and powerful statement whereby the writer presents and explains all the main arguments and the important results and evidence of the complete work (an article/paper/book).

What is the purpose of an abstract?

Abstracts allow readers who may be interested in a longer work to quickly decide whether it is worth their time to read it. Also, many online databases use abstracts to index larger works.

How should I write an abstract?

Writing an efficient abstract is hard work, but will repay you with increased impact on the world by enticing people to read your publications. Make sure that all the components of a good abstract are included in the next one you write.

• Motivation:
  Why do we care about the problem and the results? If the problem isn't obviously "interesting" it might be better to put motivation first; but if your work is incremental progress on a problem that is widely recognized as important, then it is probably better to put the problem statement first to indicate which piece of the larger problem you are breaking off to work on. This section should include the importance of your work, the difficulty of the area, and the impact it might have if successful.
• Problem statement:
  What problem are you trying to solve? What is the scope of your work (a generalized approach, or for a specific situation)? What is the main argument/thesis/claim?
• Approach:
  An abstract of research work may include methodological approaches used in the larger study. How did you go about solving or making progress on the problem? Did you use simulation, analytic models, or analysis of field data. Abstracts may also describe the types of evidence used in the research.? What important variables did you control, ignore, or measure?
• Results:
  What's the answer? Put the result there. Avoid vague results, using words like such as "very", "small", or "significant." You should not provide numbers that can be easily misinterpreted.
• Conclusions:
  What are the implications of your answer? What changes should be implemented as a result of the findings of the work? Is it going to change the world (unlikely), be a significant "win", be a nice hack, or simply serve as a road sign indicating that this path is a waste of time (all of the previous results are useful). Are your results general, potentially generalisable, or specific to a particular case? How does this work add to the body of knowledge on the topic?

Other Considerations

• Use language that is understandable to a wide audience.
• Sometiemes abstracts uses passive verbs to downplay the author and emphasize the information. Check with your teacher if you're unsure whether or not to use passive voice.
• Do not refer extensively to other works.
• Do not add information not contained in the original work.
• Do not define terms.
• Meet the word count limitation.. An abstract word limit of 150 to 500 words is common. Ask the professor for a word limit.
• Any major restrictions or limitations on the results should be stated, using words such as "might", "could", "may", and "seem".
• Publications usually request "keywords". Think of a half-dozen search phrases and keywords that people looking for your work might use. Be sure that those exact phrases appear in your abstract, so that they will turn up at the top of a search result listing.

What to do next

Cut and paste: To create a first draft of an abstract of your own work, you can read through the entire paper and cut and paste sentences that capture key passages. This technique is useful for social science research with findings that cannot be encapsulated by neat numbers or concrete results. Isolate these sentences in a separate document and work on revising them into a unified paragraph.

References

Cremmins, E.T. (1996) The Art of Abstracting, Info Resources Press, MA.

Lancaster, F.W. (2003) Indexing and Abstracting in Theory and Practice, Facet, London.

Wilkinson, A.M. (1991) The Scientist's Handbook for Writing Papers and Dissertations.  Englewood Cliffs, N.J: Prentice Hall.

PR in the 21st Century: Challenges & Directions

Written by Tijana Kopilovic
Edited by Ivona Vukovic

Truth, credibility and honesty are some of the first things that come to our mind in order to believe a PR person. The difficult part is to convince people that it is not all about PR. When you are telling them a story, the challenge would be for you is that they do not assume that you are just a flag or a brand but also to see beyond that and trust you. The question then and the challenge is to establish an honest relation which is characterized by trust and goodwill.

PR is perceived by some as “spinner”; spinning the truth which might be interpreted as not telling the truth.  It is however rather crucial to overcome that prejudice by establishing a clear and mutually beneficial relation with your audiences. Ten or twenty years back that was much easier for practitioners; they were not perceived or even labeled as a “spinners”. Nowadays, they need to think how to enter the stage; and how they are going to “spin” it if they need to engage themselves in such an act.  And to do that, they  need to be critical to themselves before they enter the stage realizing that their profession is very challenging.

Establishing TRUST will only bring positive results!

Written by Matina Stamatiadou 

Edited by Dr. Dimitrios V. Nikolaidis

Have you ever read a review and be skeptical about it? Has a salesperson approached you about a product or service and you were thinking: "No, that can't be true"? Do you feel like a friend or an acquaintance might be more trustworthy when it comes to evaluating a service? Have you ever thought of yourself as suspicious?  Well, you are.

Companies should aim in keeping their existing customers first and then bring new ones. This is relatively easy since it takes the application of a certain set of principles which are derived from the company's philosophy. People buy from people and customers buy from people they trust; thus establishing trust should be every company's priority!

When trust is absent, customers are not to be blamed. In many instances corporate representatives have lied to them; and sales people have tried to mislead them in buying things they don't need or they have low value.  

With the explosion and power of social media and the e-connectivity among people, establishing trust becomes a necessity. People today have the opportunity to express their opinions and feelings, provide reviews on a product or service and of course criticize wrong attitudes.

Companies that are trusted are more successful, and gain long-term customer relationships.  You can distinguish a trustworthy company easily, just by a question: Who trusts it? Take Google for example, the answer is everyone. Ok, almost everyone.

Google has been

·         on the top of Forbes Most trustworthy Companies over the years,

·         made it second in Forbes Most Reputable Companies In 2015

·        And again on the top of World's Most Ethical Companies (Computer Services) on Ethisphere.

But how do you build trust? From my point of view, through transparency. A company ought to be straightforward with customers, government & employees, be honest about the product or service and have a code of ethics. Moreover, as a company employee; one should engage with people. Listen to their needs and fulfill them; respond to their reviews, both good and bad; understand them and make them feel special, live up to their expectations. Be motivated by feedback, make good use of it and improve performance. Prove the company's worth, over and over again.

Summarizing:

1. Focus on relationships not on transactions.

2. Interact with customers; ask their views; consider their feedback.  

3. Make customers feel significant; show them your appreciation.

4. Develop long relations with customers.

5. People are very different from each other. Handle them accordingly.

6. Commit to a quality service provision.

7. Know the products and services very well.

8. Learn as much as you can about your customers.

9. Show care, empathy.

10. Act naturally, with courtesy.

11. Always KEEP your promises.

In conclusion, I would like to quote Dr. Covey: "Trust is the glue of life. It's the most essential ingredient in effective communication. It's the foundational principle that holds all relationships."

References:

Kevin Kruse (2012) Stephen Covey: 10 Quotes That Can Change Your Life. [online] Available from: http://www.forbes.com/sites/kevinkruse/2012/07/16/the-7-habits/ [Accessed on 20/10/2015]