What's in store for this edition:

• Stand Out like a Lighthouse

• Getting on National News While on Vacation

• COOL or CRINGE: WestJet and it's mechanics can't get along

• TOOLKIT 🧰 — X

• Attention Seekers of the Week 🐈🐈

Stand Out like a Lighthouse

In today’s world of information overload, how do you not get overlooked in the sea of noise? How can you stand out like a lighthouse? Learn how to be a beacon of stellar, shinning, effective communication. (Talk about really digging into the lighthouse metaphor!) 

Messages that we create, in order to be effective and impactful, should be relatable and hit home. To do this you need to add value and emotional connection, and only then will they stand out.

Here’s my secret formula for messages that have value:

Remember your ABC’S

• Advance - these messages add to and advance your message, and are more likely to elicit a response. 

• Brief - brief and brilliant messages are short and to the point.

• Cohesive - consistent messages and themes should be seen throughout your brand’s communication. 

• Stirring- these messages are timely, meaningful, and stimulate emotions.

By delivering timely, well-crafted content, with as little bias as possible, you will have a distinct advantage of reaching the hearts of your audience and move them to change. The added benefit of clear, consistent messages is that your audience will remember you.

💫Pro Tip:
Like all great things, messaging should be as simple as possible. It is the two or three ideas you most want to convey about your brand. This messaging should be the undercurrent of everything you create. Think of Nike’s ‘Just do it’ or Apple’s ‘Think Different’. It’s a clear and consistent message that your audience will remember you by.

Do this now: Review past messaging and see what worked, and what didn’t. Use the ABC’S for writing your next messages.

• Did it Advance your messaging?

• Was it Brief?

• How Cohesive was it?

• What emotions was it Stirring?

Next episode: We need to be aware of factors that can create recipient bias that may prevent our messages from being heard, understood, or accepted.

Get PR techniques from recent news.

Newsworthy

How to Get on the National News While on Vacation 🛩️

After being told that our flight was canceled, then seeing families with children crying because they just found out they couldn’t go to Disney, and watching older ones having to scramble to figure out what was going on, I knew that this was a story the news should know about - the impact that the airline mechanic’s union strike was having on passengers.

So what did I do?

Since I was at that airport, my first stop was to Google what local news stations were in Edmonton. Then I looked up what stories were being covered at the moment. I found the general news tip email address and gave them a brief account of what was happening and the scene and general feeling.

Next, I got onto X.com, searched and found @WestJet, and found in the comments of frustrated customers, where I found a reporter who left her email address wanting to talk to customers. So I emailed her and let her know what was going on.

The next morning I woke up to an email requesting an interview. They first did a phone interview, basically to vet if I was a good candidate to be on live TV, and if my story would be of interest to their viewers. After about 10 minutes got a call back with the information and what time to get on zoom and the air time.

I got dressed, put on makeup, and found a good quiet spot for the interview and was on a live national news TV interview in Canada, all with in of 40 minutes of waking up!

Reality check: Don’t make the story just about yourself. Even if you may be a small part of the story, remember it will be your face that gets on TV. 😀 

💫 Pro Tip: Remember the reporter’s name and use it if you can. I didn’t get a chance to do so, but the producers and assistants told me multiple times. Reporters care very much about making sure the facts are accurate, even if they didn’t make it into the story.

✍️ Key PR Takeaway: If I never reached out I would have never been able to tell my story. Make sure what you have to say is newsworthy. Use various methods to find reporters contact information. Be ready to go, dress nicely, have good lighting, quiet space, and smile.

Learn from others.

0% Cool : 100% Cringe

✈️ WestJet mechanics go on strike, leaving thousands of passengers stranded.

WestJet and the Unionized Mechanics are both getting bad press as they point the finger and the blame at each other while leaving thousands stranded.

WestJet must not have a crisis communications team, since it is handling this situation very poorly. There was no communication to their customers which is frustrating and in their press releases they are blaming the mechanics.

The Mechanics Union, the highest paid in the country, really could care less about the optics of their strike or the impact they are having on others. They aren’t telling a good story as to why they are striking.

✍️ Key PR Takeaway: Solve problems before they become major issues, otherwise it’s going to cost everyone in the end. Pointing fingers and putting the blame on others isn’t a great way to garner loyalty with your customers or gain sympathy from the public.

Useful PR Resources.

🧰 TOOLKIT

X.com (formerly know as Twitter)

It was mentioned earlier that I used X as a tool to find a journalist’s contact information. That’s because X is often used to track and follow developing news. Although recently lots of changes and challenges for journalists using it have caused some to leave, it still is a good way to find a journalist and provide them with helpful information, especially on breaking news. Works great if you happen to have something useful to add to and existing conversation.

X maybe a good tool to expand your brand’s reach. Use it to share insights and updates. Use it to interact and drive conversations with customers, and build relationships with journalists and influencers.

More than that it’s also a free tool that you can have in your arsenal, and we like free!

Important: If you decide you want to pitch a story to a reporter on X be selective. For a deeper read I found this article has helpful tips.

Attention Seeker of the Week

This rescued ginger cat from China, is full of personality, when she wants attention, which clearly is on her terms, will chirp, meow, and rub against your legs until you give her what she desires. Which is usually food and occasionally snuggles. Ok Scouty, you have our full attention.

It’s been an adventured filled week, happy I could get this issue out.

Until next week, keep your shades on and stay cool.

Your fellow Seeker,
Keren

🕶️