Tom Garrity

Archive for 2012|Yearly archive page

A tourist in your own backyard

In Messaging on May 2, 2012 at 4:36 pm

Since the last recession, tourism organizations and destinations have been talking about the value of instate tourism.  And why not?  It makes sense.

The best customers are your existing customers or are those who already believe in the product.  Living in New Mexico means we like it here.  Frederick Weller (who played the character Marshall Mann on the USA Network program In Plain Sight, filmed in Albuquerque) told the ABQ Journal that Albuquerque is “like a little decoder ring or spy ring of funkiness. Once you decode it, there’s a lot offered.”

As a part of the 2012 Garrity Perception Survey we “decoded” the perceptions of New Mexico residents about events, festivals, SpacePort America and where they like traveling in New Mexico.

The results will be introduced first to the New Mexico Tourism Commission as a part of its meeting on May 14th in Taos.  Additional, new information, will be presented to the Governors Conference on Tourism as a part of a luncheon presentation later in the week.

When preliminary information was presented to representatives from the State Department of Tourism and Spaceport America it was nice to see that some of the data surprised them.  Be sure to keep an eye on our newsletter to see how you can get a copy of our findings.

But research is just that, research.  What is important is what you do with the information.  We are in the process of developing outreach programs that cater to the income levels and geographic areas of New Mexico residents planning to take more than three leisure trips over the next twelve months.

Finally, on the event and festival front, we were really surprised to see how one “staple” New Mexico event is perceived by New Mexico residents.  Stay turned.  Information is fast approaching… just in time for the summer travel season!

Politically Radioactive

In Reputation on May 2, 2012 at 4:20 pm

In “PR” terms Bernalillo County Commissioner Michael Wiener is Radioactive.

Wiener was photographed in a Southeast Asia red light district with a group of local women and in another image with someone he says is his fiancé.  For more on the story, here is the link from KOB-TV.

In the midst of re-election, republican and democratic leaders are calling for his resignation.  Politically, can Michael Wiener survive?

While he clearly has the election of his life ahead of him, his final “elected” fate will be determined by the 20% voter turnout, not the 100% negative media attention he has attracted during this mess.

What can Michael Wiener do to attempt “political” survival?

  • He needs to do a better, more effective job of telling his story, that is supported with documentation: plane tickets, receipts, his own photographs and motivations for his affinity for the people of Southeast Asia
  • Offer “till you drop” one-on-one interviews to all new and traditional media to talk about the trip and anything else that might come up.
  • Have his fiancé available to collaborate his story.
  • Show compassion to the victims (this list is long and includes women, children, victims of human trafficking and supporters).

Ok, so really, what can he do (since it is clear the above mentioned items are off the table): Focus on what he has done as county commissioner and hope, beyond hope, that his “supporters” have:

  1. No access to television, radio, newspaper or internet.
  2. Already sent in their mail-in ballot.
  3. Been visiting Denmark’s red light district and unaware of what’s been happening on the other side of the globe.

Baring any of that happening, Commissioner Wiener should think about community service instead of public service.

The Beating of APD

In Reputation on April 18, 2012 at 4:07 am

In a strange twist of “man bites dog”, the Albuquerque Police Department needs assistance from its own victim advocacy unit.

In the midst of civil rights accusations, court cases, high speed pursuits and so called “bounty pay” for officer-involved shootings, the Albuquerque Police Department has been in the spotlight for all the wrong reasons.

This blog post isn’t designed to provide fuel to either side of this heated political debate, it is only meant to provide APD some insight on how it can truly reshape public perception so their good deeds and all the “good cops” get noticed for the right reasons.

The negative headlines impact public opinion. In the 2012 Garrity Perception Survey, the community’s “trust” in police officers dropped from 55% in 2011 to 45% in 2012.  Specifically, in the Albuquerque area, only 42% of residents trust police officers.  That’s bad.

The scientific survey, conducted by Research and Polling in February 2012, for The Garrity Group Public Relations, has a 95% accuracy rate.

Does APD need to change its image?  If it wants to fend off political attacks, win trust and engage their community, then yes.

But whose mind do they want to change?  Or is it better to engage their supporters to be more vocal advocates?  Identifying the target audience is sometimes the most difficult step, but most important..  Those surveyed between 35-49 years of age and earning 60-79K annually had the biggest trust issue with APD.  A typical APD supporter has lived in New Mexico less than eight years and is 50 years of age and older.

Once APD has decided if it wants to convert its critics or encourage its supporters, messaging needs to be developed. APD should work to develop a genuine story, which showcases its team, their accomplishments and features how Albuquerque is a better place as a result of the work they do.

APD can ignite interest and build credibility with research (i.e. lower crime rates, crime reduction programs, safer roads); once outlined, a plan should be developed to connect with target audiences, sparking thought-provoking conversations.

This is best accomplished through a series of focus groups or surveys.

Change doesn’t take place overnight, and progress and outreach can be destroyed with one negative event (police shooting, scandal) or can be rallied with one positive event (lifesaving rescue).  But taking steps toward change will help to win friends and encourage supporters.

My enemy’s friend is my…

In Messaging on March 27, 2012 at 10:37 pm

There is a saying in international diplomacy that “my enemy’s enemy is my friend.”  Lately, one local media outlet has turned that old adage into “my enemy’s friend is my friend.”

With the documented decline of traditional print journalism(detailed in the 2011 and soon to be released 2012 Garrity Perception Survey), media outlets like the Albuquerque Journal and New Mexico Business Weekly have been more deliberate about their online footprint.

Reporters for the Albuquerque Journal have been successful in building an online following; tweeting about stories they are developing or sharing links to their published stories.

The New Mexico Business Weekly has been building its following through promotion of enterprise and wire stories from other group-owned Business Weeklies. And getting more vocal with Twitter.

The new @NMBW publisher @_IanAnderson has been active in tweeting sponsored events and articles of interest from outside his newspaper group.  The source list includes @WSJ @PNM and, as of this weekend, @JFleck the lead science reporter for across town rival @ABQJournal.

Yes, there has always been friendly banter among co-workers @newsieHeather and @antoinetteA as well as @amberlee_wx and @stILETtO7.  There is also a friendly dialog with that group and the print side of #twitter that includes @jolinegkg as well as cross channel rival @katiemkim mixing it up about issues and social plans.

Outside of established marketing partnership between certain media organizations, the cross promotion of editorial is something that isn’t seen often, if ever.

The @_IanAnderson approach is brilliant.  By sharing information from a competitor he is showing his followers as well as those who follow @JFleck that he is a resource for information.. regardless of its source.  That kind of approach has a way of building followers and credibility in the social media realm.

Building Blocks and a Ball

In Messaging on March 15, 2012 at 7:37 pm

The recent “Building Effective Community Outreach” roundtable at the PRSA Western District Conference provided some great insight from various communication professionals.

One of the things I promised, as a moderator, was to forward some helpful links pertaining to community outreach and corporate social responsibility.

Start Something That Matters – this is the link for the book written by founder of TOMS shoes Blake Mycoskie.  I’ve given this book to some friends in the business as a new way to look at CSR.  One of the recipients even took an idea from the book to send one of the most unique “thank you’s” I’ve ever received.

CorpsGiving – this is an organization that helps to organize “both large-scale volunteer programs and large-scale branded events.”  Think of them as an event planner for charities that want to do something big but lack the people power to get it done.

RockCorps – is a unique approach that uses music to inspire people to volunteer.  They do have a clever mission “Got 2 Give 2 Get”.  They have their own volunteer database and work with organizations of various sizes.

Of course, if you are looking for a masters or Ph. D. approach to CSR, there is a great event at the end of the month sponsored by the Boston College Center for Corporate Citizenship.  They will have their annual conference in Phoenix from March 25-27, 2012.

Special thanks to Tiffany Payne with Comcast for providing insight on these and other organizations that provide a great service to those in the CSR arena.

Resume with a Twist

In Messaging on March 2, 2012 at 10:18 pm

The recession brings out the best and worst in people. This has manifested itself in many different things, including how people develop resumes.

Now, if you are applying for a position with a national laboratory or an engineering firm, this blog post might not be applicable.  But like most things on the net, it is free and there is a certain consideration for the price you paid for this advice.

When it comes to resumes, I am a traditionalist.  I like to see where people have worked, the dates, responsibilities and accomplishments.  In recent years there has been a move to write towards your skills instead of your experience.

For example, someone who sold shoes at a store in the mall might list this in a traditional resume: “Sales Associate, Bob’s Shoe Company – Provided sales support for Bob’s shoes and helped to set new sales records.”  Then there is the “skills” based resume: “Marketing – Developed sales strategies for a national shoe company.”

You see the difference?  The “Skills” approach is useful if you don’t have direct marketing experience.  But from an employer’s perspective, it is a bit maddening trying to figure out what kind of experience a candidate has when going through the hiring process.

My suggestion is a hybrid approach, with a twist.  List your experience and list your skill areas.  That way you provide a prospective employer your past employment and your skill sets.

Here is the twist, include a few one-paragraph case study that features your problem solving capabilities.  If you have a lot of information put two of those together on a second sheet.  Include things like the situation you walked into, the challenges, strategies developed, how it was implemented and the results.

From a hiring perspective, if you give me your experience, skills and a few success stories, then you’ve done a great job in getting my attention.

Paper Cuts!

In Education on February 28, 2012 at 3:40 am

A good friend of mine in Asia recently asked what kind of books I would recommend for Public Relations Strategy.

After reeling off the usual suspects of “Effective Public Relations” by Cultip & Centers and “Crisis Response” by Jack Gottschalk, he responded asking for more.

That is when the fun started and the idea for a quick blog started (all of these books and other great reads can be found on my Pinterest page!

As I was going through my home library, these were the quick MarComm books I recommended:

“Execution” by Larry Bossidy and Ram Charan. It tends to focus more on management (which I find is a key part of PR strategy).

“Top Dog” by J. David Pincus.  This was recommended to me by a friend at a PRSA International Conference more than a decade ago.  It discusses corporate strategy and how communications (internal and external) play into business success.

“When Growth Stalls” by a personal friend Steve McKee. It focuses on a good mix of business and communication strategy.  A similar read but on the social media strategy front is the “Now Revolution” by Jay Baer.

Another great read is “The Tipping Point” by Malcolm Gladwell.  This is the book that has celebrated Mavens and other cool terms.

Two really quick reads (if you only have three to five minutes), “Customers for Keeps” by Lois Geller and “Selling The Invisible” by Harry Beckwith.  Excellent books.

Finally, one that I bought on a trip to Nordstroms in California is by the founder of TOMS shoes Blake Mycoskie “Start Something That Matters”.  It addresses a new way to look at Corporate Social Responsibility.

Of course there are many many many others.  What are some of your favorites?

Go Barefoot?

In Messaging on February 25, 2012 at 11:36 pm

We’ve all heard the sad tale of how the “shoemaker’s children go barefoot” and can all relate, to a degree, about how that correlates to our own businesses and professions.

For the first 13 years, that saying described The Garrity Group Public Relations.  We do amazing things for our clients but fall short on touting our own successes.

Two years ago, we started a strategic planning process.   It started by focusing on the vision and mission.  Then shifted to identifying the clients we wanted to work with and could benefit from our expertise.

One of the focus areas identified in our strategic planning process was to be the public relations thought leader for New Mexico.  That idea manifested itself in the Garrity Perception Survey.

It was a third party survey commissioned by the firm that focused on  the perceptions of New Mexico residents on 16 industries and trust of 16 professions.  We identified how people access news and information in our state and how much they trusted government or corporations.

The survey opened doors and helped us to move closer as the firm that leading organizations turn to for critical opportunities and issues that impact their operations in New Mexico.

I’ll be sharing some insight about our planning process and how we leveraged the perception survey to increase market position and secure top tier clients at the Public Relations Society of America’s Western District Conference, March 12-13 in Denver, Colorado.  Here is the website for more information on how to register and participate in the discussion: http://prsacolorado.org/2012westerndistrict

The iFactory

In Uncategorized on February 23, 2012 at 4:51 am

Recent months have been profitable and uncomfortable for Apple Computer.

In the shadow of record iPhone and iPad sales, fair labor and human rights groups have taken aim at the company and its suppliers for how it treats those who manufacture the works of art.

The critics successfully hurled accusations of low wages, unsafe working conditions and issues with some workers committing suicide at the China factories.  They made Apple flinch.

Facing pressure from its customers, the media and elected leaders, Apple opted to move towards transparency, opening the doors to ABC News Nightline Anchor Bill Weir.

The “unprecedented” tour of the Foxconn factory where the Apple iPads and iPhones are created was very interesting.  Though 20 minutes hardly seemed long enough to really “tell” the story, the show provided a glimpse into the factories that have generated so many products and so much controversy.

Would this kind of tour have seen the light of day if Steve Jobs was still alive? That is a question that has been debated at many levels.  My guess is, probably not.

Three key takeaways to how Apple handled this simmering crisis:

1)   While it was a difficult program to watch, Apple was able to position itself as the owner of the intellectual property while introducing FoxConn as the manufacturer.

2)   Apple did well by inviting a respected program to tour its facility “no holds barred”; having a gaggle of media would not have been easily controlled.

3)   Apple was available for this piece, their PR move of not granting any on camera interviews for the story (referring Bill Weir to statements made at an investors meeting) was risky but smart.

The news media story and third party audit of its Foxconn supplier is a good transparent move.

Go Frogs!

In Crisis Communication on February 17, 2012 at 12:44 am

Football in the State of Texas is a religion all its own. My college denomination is TCU, that’s right the Horned Frogs.

In recent years, Frog Football has helped to reconcile the ghosts of past coaches. Today a different issue haunts the campus as a police sting nabbed scores of students including four football starters who sold drugs to undercover officers.

Gone are the moral victories of being David versus Goliath. As Fort Worth Star-Telegram columnist Randy Galloway wrote “But gone forever is that one element that always had separated TCU from most of the rest. The clean image has been stained. No matter what else, it’s a stain that remains.”

While this is a set back, it is also an opportunity.

TCU did well in establishing a culture of transparency and consistency of message.  Calling a news conference within hours of the arrests; the communications team posted a letter from the University’s leadership and openly discussed the issue on social and new media throughout the day.

But the heavy lifting will continue at a marathon pace. These are the critical weeks for all universities as high school seniors are making decisions about their post-graduation schooling. While nearly every university has some kind of drug problem, getting national negative attention during decision week is not necessarily in the playbook.

TCU needs to continue its path of transparency and consistency of message.

The first 24-48 hours of crisis communications management focuses on replacing speculation, accusation and clues with facts. TCU has done this through effective statements and even releasing the number of football players that failed drug tests.

Just as TCU set a new standard in football, the university leadership can now set a similar standard in the processes it will use to win back the trust of students, faculty, parents, alumni, opinion leaders and fans. The focus of the discussion shouldn’t dwell on the arrests and failures; there has been enough self flagellation. The leadership needs to shape the discussion towards solutions and processes to remain focused on providing a successful college experience.

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