Today's Question: Are You a KIA?

Just for the record, I’m not referring to the Korean car manufacturer, but instead to a Know-It-All (KIA). Before you start yelling “no” at your computer screen, take a step back and think about how your approach situations with colleagues, friends and family. Are you open-minded, or do you have a tendency to feel that you already have the knowledge about nearly any subject—especially when it comes to your career field.

I think we all have a little KIA in us. It’s very easy to have the “been there, done that” type of attitude. I mean, how many different ways can I write a press release, conduct blogger outreach or set-up media interviews? Haven’t I already developed countless public relations plans, presented new business proposals and executed creative campaigns? And that’s when my inner KIA needs to stop taking over.

Instead of allowing your ego to get in the way—you must maintain a desire to learn. Younger colleagues know more about online research than I ever will. They don’t know what it’s like to use a card catalog and review books at the library to find information, or sort through microfilm for archived news articles! More experienced colleagues can provide guidance and mentorship during tough situations when dealing with difficult co-workers, clients and vendors.

The same is true for personal relationships. You can always continue to learn, as long as you don’t get in the way!

Now, if I could just get my dad to read this and believe in it…he is one of the founding KIA fathers.

Today's Question: Are All Media Impressions Created Equal?

As the landscape for PR professionals continues to change, we are faced with how to measure our results. Traditional metrics including impressions, CPM and Web site traffics have made way for positive blog posts, Tweets and online recommendations. With that said, many of our programs are still evaluated on impressions--how many people can we reach; how many eyeballs will see our placements. The new question becomes--how many of these impressions are engaged and will result in action?

There are standard multipliers for evaluating a paid versus earned placement, but how do we rate a blog placement or comment on a message board. Aren't these more engaged placements? The overall numbers are smaller, but the direct feedback from purchasers is much more meaningful, so isn't it OK that the volume is less?

It really comes down to a better understanding by professionals on how to evaluate today's programs. So, all impressions are not created equal and they shouldn't be!

Today's Question: What if Hiring PR Professionals was Like the NFL Draft?

I'm about to propose a very unconventional hiring process for PR pros. What if we were able to hold an annual PR draft for entry level positions? Here's how it would work:

First, we'd get a media partner. This would be a great weekend event broadcast on PPRN (Professional Public Relations Network). The live draft would need to be held in a high traffic area--every PR pro loves New York--so we'd, of course, be in Times Square.

Next, we'd host a Scouting Combine about 1-2 months before graduation. The draftees would go through a series of skill tests--how fast can you write press release; how long can you stand on your feet during a special event; how well do respond in a crisis situation; and how well do you multitask.

After that step, agencies and companies would host in-person meetings with our top prospects. Graduates would visit offices, get a tour of the facility and meet a few key team members.

Finally, it's draft day. Agencies and companies from around the country would have the opportunity draft their top picks. Based on national rankings, these organizations would be put into the draft order. Like the NFL, the lower the ranking, the higher the pick. Of course, trades would be allowed...I'll give you that seasoned crisis communications professional for the second pick along with free media monitoring services for one month.

I'm sure this would break a number of HR rules, but it would be kind of fun. Oh yeah, did I mention that my agency is looking for a top graduate to fill a temporary summer position? Email me directly at kholloway@sbcadversing.com if you're interested.

Today's Question: Have You Heard of PitchEngine?

PitchEngine is quickly becoming a public relations pro's best friend. Many of us have been waiting on the sidelines trying to figure out when and where to introduce social media into our annual client campaigns...especially when they are more familiar with conservative outreach.

Well, now is the time to embrace the SMR (social media release) and pitchengine is a tool to help us do just that. Our traditional media outlets are dwindling. The Baltimore Examiner, Rocky Mountain News, O at Home, domino and other print publications have recently stopped publishing and additional layoffs are being made across both broadcast and print platforms.

Social media releases offer us a new frontier to explore. Not only can PR pros push the news, but we are giving both journalists and consumers the opportunity to react, support and act on the information we are providing to them!

If you're a PR pro, get to know PitchEngine and if you're a consumer (we all are) continue to share, comment, endorse and even criticize.

Our opinions matter now more than ever--and companies, representatives and brands are (or need to) start listening!