Communicating culture change at McDonald’s

Does this look anything like a McDonald’s commercial?

Probably not. It’s not exactly the light-hearted, jingles people associate with a traditional McDonald’s ad.

In a presentation at the PRSA Southeastern Wisconsin luncheon, McDonald’s Global Communication Manager Erik Gonring explained how culture change at McDonald’s includes the importance of internal communications to align everyone on the same message. This is especially important for a worldwide brand like McDonald’s, which has restaurant owners that can act like independent agents spanning the globe.

Their new focus on a “quality ingredients from quality suppliers” campaign can be seen in a site devoted to supplier stories. As consumers want to know more about where their food comes from, McDonald’s isn’t alone in communicating this message, Gonring added.

After his presentation, we caught up with Gonring to summarize why internal communications is vital for this culture shift at McDonald’s.

Media training and spokesperson coaching are vital to a company and a brand’s success – plain and simple. No practitioner of PR ever goes into the profession thinking: “I want to clean up a bunch of messes.”  That’s why we need to be proactive when it comes to sharing our messages with the public and thinking about who we put  front and center to deliver that message. Noeleen McGrath, award-winning television news journalist, media trainer and video producer, spoke to the chapter at the Sept. 29 lunch presentation. Here are her expert tips:

The spokeperson:

• It takes 1/10 of a second to form an opinion about someone based on his/her appearance.
• Pick bold, solid colors when on camera – don’t wear clothing with patterns.
• Don’t wear big distracting accessories like jewelry or pins on your lapel.  Remember if you are seated, people only see you from the waist up.
•  Spokespeople cannot be emotional or aggressive – be calm and cool.
•  Sometimes you should pick an average Joe/Jane so people can relate to them…and they generally need to be easy on the eyes.
• Think about what kind of message might be best for the different roles within an organization. If you are delivering news about finances, have the CFO speak.
• In a crisis, you need to stick with the main likable spokesperson, even when the story gets bigger (i.e. If kids are affected, pick a mom to speak).
• There may be a dark horse at the company who ends up being a Rockstar. Get more people media trained, the CEO isn’t always the best pick.

The Message:

• Don’t lie – it will come back and bite you later.
• Pick three main messages of 4-7 second sound bites and stick with them. Repetition helps the message stick.
• Make sure your spokespeople are subject matter experts, but they must be confident (and attractiveness helps too).
• Choose your words carefully – strong words like evacuate, disaster, etc. can cause unnecessary alarm.

Learn more from Noeleen, the “media training whisperer”,  in this short video:

Noeleen now travels around the world tailoring media training, spokesperson coaching and presentation skills training programs to fit an individual’s needs and style for her own company, McGrath Communications, based in Chicago.

Aug 25, 2011 Pitching Bloggers Luncheon Recap

Pitching bloggers is an important part of public relations, and there’s a right way to do it. Three great bloggers joined us for a panel discussion to discuss their preferences, recommendations and experiences: Nick Chipman of dudefoods.com; Heather Blessington of mamavision.com; and Jon Mueller of 800CEORead.com. For a great recap of the event, read the tweets @prsawis.

Among the tips shared: Be personable (and human)! Be edgy! Be respectful (read the bloggers’ work before pitching them)! Be helpful!

Annual Summer Social Event at Barnacle Buds

Join the PRSA Southeastern Wisconsin Chapter and the Young Pros at Barnacle Buds on August 18th from 5:30 to 7:30 p.m. for our annual summer social event.

Take a seat by the Milwaukee River, enjoy a cocktail and some tasty fried food while networking with your fellow PR professionals and aspiring young pros.

Appetizers will be served and the first 40 people will receive a free drink ticket.

RSVP on Facebook.

PRSA Young Pro Happy Hour: Bradford Beach

Hey PR Young Pros!

You’re not experiencing Déjà vu. We got rained out last time so let’s try it again!

The PRSA Young Pros Committee invites you to Bradford Beach on June 28, 2011 at 6:00 p.m. for a Young Pro Happy Hour.

RSVP on Facebook: http://goo.gl/4ipNo

Stick your toes in the sand, breath the fresh air, play some beach volleyball, and relax with some tunes as the sun sets on Lake Michigan, while hanging out with other like-minded professionals.

Did I mention that there will be a bonfire with live music? Bradford Beach is still finalizing the schedule but starting at 6:30 p.m., a local musician will perform until dusk. Three large bonfire pits available f

or public use. All you’ll need is your blanket on the sand.

Happy Hour Specials are available at the Tiki Hut from 5-7pm.
Specials include:
· $10 – iced buckets of Corona or Pabst (4 cans / bucket)
· $5 cocktails- Cuervo Margarita, Smirnoff & Lemonade, Bacardi Mojito, Jeremiah Weed & Lemonade
· $3 Pabst

Purchase a drink on the beach and receive a wristband good for one free drink at one of the following establishments following the musical performances on Thursday evenings:
· BelAir – BelAir Margarita
· Hi Hat Garage – Pint of the Day

Questions? Contact Andrew Wiech (Andrew@CometBranding.com)​ or Megan Sullivan (megans@bvk.com).

PRSA Young Pros offers an outlet for professional development, best practice sharing and niche networking in a social setting for young professional in the Metro-Milwaukee Area.

One more reason Google might just take over the world

Let’s face it, the internet search engine Google  (and its related products) have dramatically changed the way we do many things – especially our purchasing behaviors. At last week’s PRSA meeting, attendees learned just how much  Google is affecting our lives and behaviors. Here’s a few quick facts for you trivia-minded readers:

• Google started in 1997 with 77 million users and now has 1.9 billion users.
• There’s more content on YouTube (owned by Google) today than was made in 60 years of broadcast television.
• This awesome Google Super Bowl ad? Made for less than $10,000.
• 38% of people comparison shop online.
• Buyers read 4-7 reviews before becoming comfortable with a purchase.
• 79% of people use smart phone to help them shop.
• 1 in 3 mobile searches are local.
• Online searches for coupons exceed searches for Lady Gaga and Justin Bieber.

And for those of you looking for what’s new with Google, make sure to check out their new +1 feature and let us know what you think. Useful? Just another time waster? Tell us!

We asked Catherine Roe the burning question that’s  on everyone’s mind: Now that the people are so dependent on Google for information and we are opening up our private lives and shopping habits to the internet, what is Google doing about privacy concerns? See what she has to say…

Volunteer Opportunity: Rock the Green

Rock the Green is a new way to rock! We are the Midwest’s Near- Zero Waste Music Festival, a day-long concert taking place at Veteran’s Park on September 18.

What makes us different? Rock the Green will showcase revolutionary, sustainable event production practices which will include:

• Powering the festival on clean energy (solar, biodiesel)
• Replacing all disposable items with their compostable equivalents
• Running an on-site green team to manage waste recovery / recycling stations
• RtG will encourage carpooling, public transportation and bicycling to the event
• A free bike valet service will be available for event attendees
• Free fresh water stations and sponsored water bottles as opposed to plastic water bottles

We are looking for volunteers to serve as brand ambassadors to promote us at festival events throughout the summer. Are you willing to represent? Contact Kate Clough at Kate@rockthegreen.com for more details and to sign up.

Why do you love PRSA?

The PRSA Social Media committee got together and started to talk about why we are PRSA members. Read their responses below.

Take a look at what our committee loves most about PRSA. It’s interesting to see everyone in this groups finds value in different ways.

Emily Lenard - PR + Social Media Strategist at Hanson Dodge Creative

While there are many benefits to being a PRSA member, I find that I most value the daily Issues & Trends PRSA email newsletters. These daily newsletters include insightful, relevant articles from both industry publications and mainstream media. In the past, I have found blog inspiration and creative solutions for the clients I represent. With countless resources available online, I greatly appreciate being able to go to my PRSA Issues & Trends email to find that the most beneficial, credible articles are at my fingertips.

Jenna Kashou – Development Director at Notre Dame Middle School

PRSA has been a hotbed of ideas and knowledge for me. I moved from the PR to the nonprofit sector, but remain a member of PRSA because of the professional connections I have made and because the programming really gives me an edge in my career. The best benefit – I’ve met great friends through my involvement in PRSA.

Meghan Welch – Marketing Communications at Derse

Why is PRSA awesome? Because of the networking, of course! Whether you’re looking for a new job, another way to get involved in the community or just to meet new people, PRSA can help. The group is comprised of passionate PR pros that span a variety of industries and disciplines, so you’re guaranteed to meet a wide variety of people.

I joined PRSA about four years ago. In that time, I have changed jobs, started volunteering and widened my social circle. Networking through PRSA has helped with all these changes. The experience has been invaluable and the people in PRSA are constantly helping me to reach my goals, both professionally and personally.

Andrew Wiech – PR + Social Media Specialist at Hanson Dodge Creative

I really didn’t know what to expect when I joined PRSA. I was pretty nervous at my first luncheon. It was like freshman year of high school all over again. I walked into the Rouge Ballroom at the Pfister Hotel and thought to myself, “Where do I sit?” But this chapter embraces with open arms and the relationships I’ve formed over my first year of membership have been extremely valuable.

I love how malleable PRSA can be. Personally, I dove in head first and started getting involved and I love the experiences I’ve gained by being a member of the organization. From leading educational sessions on social media tools and strategies for the Social Media committee’s Friday morning training sessions to co-chairing of the Young Professionals committee and setting up events to get our younger PR professionals involved in the chapter, I feel connected to the chapter and love to see it continue to grow and evolve.

Laura Stanelle – Account Executive at Emerald Isle Marketing + PR

What’s so great about a PRSA membership? Is it the trove of resources made available via email, blogs and social media? The monthly luncheons that feature engaging, educational speakers? The delicious desserts that end those valuable luncheons? Yes, yes and definitely yes. For me, though, the things that make joining PRSA a no-brainer are the abundant networking opportunities that exist for members. As a young PR professional, starting out in this industry can be daunting, but talking to that agency founder would be much more difficult had I not sat next to him at last month’s meeting. And getting to know those women at that other PR firm? Much easier now that I’m serving on a committee with them.

Public relations is, by nature, a social profession. What better way to exercise the very tenants of our industry than by meeting and networking with others like you? From helping advance your career to providing insight into new client opportunities to just being really great friends, the people you meet through PRSA prove a membership’s value time and time again.

Mo Moorman – Public Relations Director at Jockey International 

I enjoy being involved with PRSA because it is focused on advancing the PR profession and it provides excellent personal and professional growth opportunities through initiatives like networking events, shared resources and seminars. Sharing suggestions, challenges and opportunities with fellow PR pros brings to light best practices that strengthen my ability to provide excellent service as a PR practitioner. Getting actively involved is key: Serving on PRSA committees; contributing to and sharing association resources; and attending events are just a few of the ways that I find help me maximize my membership with PRSA.

Now it’s your turn! What do you love about PRSA?

PRSA Young Pros Happy Hour: Replay Sports Bar

UPDATE: Hey PR Young Pros! Change of plans. Bradford is taking this Thursday off to let the beach recover from all the rain, so we’ve decided to switch things up. 

The PRSA Young Pros Committee invites you to Replay Sports Bar on June 23, 2011 at 6:00 p.m. for a Young Pro Happy Hour. 

Let’s play some foosball, shuffleboard, flip cup, or billiards insides, shielded from mother nature. 

RSVP to our Facebook Event.

Happy Hour Specials are available all night. 

Specials include: 

$2 tap beers
$3 rail cocktails
Plus I’m pretty sure they have $2 Tall Boy PBRs all day, every day. 

Hopefully, we can hit up the beach next month for a PRSA #YPHH. 

Sorry for the change of plans. 

Hey PR Young Pros! The PRSA Young Pros Committee invites you to Bradford Beach on June 23, 2011 at 6:00 p.m. for a Young Pro Happy Hour.

RSVP to our Facebook Event.

Stick your toes in the sand, breath the fresh air, play some beach volleyball, and relax with some tunes as the sun sets on Lake Michigan, while hanging out with other like-minded professionals.

Did I mention that they have a bonfire going with live music from the Marc Ballini Trio?

Starting at 6:30 p.m., the Marc Ballini Trio will perform until dusk. Three large bonfire pits available for public use. All you’ll need is your blanket on the sand.

Happy Hour Specials are available at the Tiki Hut from 5-7pm.

Specials include:

• $10 – iced buckets of Corona or Pabst (4 cans / bucket)
• $5 cocktails- Cuervo Margarita, Smirnoff & Lemonade, Bacardi Mojito, Jeremiah Weed & Lemonade
• $3 Pabst

All that purchase a drink on the beach will receive a wristband good for one free drink at one of the following establishments following the musical performances on Thursday evenings: BelAir – BelAir Margarita or Hi Hat Garage – Pint of the Day.

Meet the Members: Shana Pawlowicz

Each month, on the PRSA Southeastern Wisconsin blog, we will feature one of the members of our fine organization. Get to know a little bit about who they are, why they joined and what they are most looking forward to about being a part of the PRSA SEW Chapter. And maybe a few random facts here and there. 

This month, we are featuring Shana Pawlowicz!

Name -  Shana Pawlowicz

Most of your experience falls in the in non-profit sector. What’s motivates you to work in that field? I have volunteered with several organizations now for over 7 years. While I am quite open to working in a variety of different markets within the creative field, I really do enjoy the sense of good I feel when not only I see all of my hard work pay off with a successful event, but also the joy from those in attendance who will directly or indirectly benefit from my hard work.

One of you recent positions was with ABCD and their event Date with a Plate that just happened last month. How’d the event go? The event went great! We had about 18 different stations from local restaurant groups who donated fabulous food for everyone to try. Our silent auction was also a big hit with over 100 items that help to raise over $26,000 for that section alone!

With many professional organizations available, what drew you to PRSA? In college I was a member of PRSSA and not only did I find the knowledge I received during that time rewarding but also the camaraderie of my peers who were also excited to start their careers. So I knew out of college that PRSA would certainly be a great place for me to belong and now that I have moved to Milwaukee and ready to establish my career and home here, I am very excited to be apart of the local chapter.

As a new member of the organization, what aspects are you most looking forward to (luncheons, newsletters, networking, young pros, awards)? Can I say all of it? haha. But really I am a very outgoing person and a person who loves challenges and learning daily. What’s great about this organization is that I am surrounded by individuals who feel the same way. PRSA offers so many opportunities to be able to continually learn and grow in this field, and I hope to continue to do so through PRSA.

What’s your favorite aspect of the Public Relations industry? (Media relations, special events, social media, crisis communication, community relations, ect.) And why? I feel so many of those areas tie together well that you can’t really choose one in order to do your job effectively. While I’m still looking currently for a full time home with a local company, I hope that in my future position I am able to tackle each of these areas. I think what is most intriguing to me right now however is social media, for the simple fact that it is changing at such a fast pace and is so cutting edge. Well that and the fact that I just (and finally) got an iphone to putz around on all my social media avenues with!

What’s your favorite blog that you follow? I’m a huge foodie! Everyone who really knows me knows the way to my heart is with a good meal. So as much as I hate to give this little hidden gem away I will, so that others may enjoy this amazing website and create scrumdiddlyumptious treats too. http://macaroniandcheesecake.blogspot.com/ Check it out…she’s a food genius!

Tell us something we don’t know about you? I am a former Miss Oshkosh with the Miss America Organization and during my year of service I made 82 volunteer appearances. During that time I was able to raise thousands of dollars and volunteer for various non-profits which includes: St. Baldricks Day, Children’s Miracle Network, American Cancer Society, Multiple Sclerosis Foundation, Children’s Hospital of Milwaukee and many others. And while I do get lots of flack from people about this, I am very proud of the accomplishments that have come from it and just goes to show, “You can never judge a book by its cover.”

Next time you see Shana at a luncheon, be sure to introduced yourself. Or you could connect with her on LinkedIn or Twitter.

• Andrew Wiech (@AndrewWiech)