Stakeholder management has been touted as a “silver bullet” to achieve successful projects or implement changes in organizations. In reality, it is better described as “silver buckshot”. It takes a lot of interaction with various stakeholders to understand the needs and desires of people who have an interest in your organization or project.

Outlined below is a SILVER Approach to stakeholder engagement:

Set your engagement goals and strategy.
First, clearly define why you want to engage with stakeholders. Whatever your reason(s), stakeholder engagement should be a core component of your business process and should support your overall strategy.

Reasons for developing a stakeholder engagement plan include:

• Market development – Leverage stakeholder knowledge to reach new customers or identify new markets as opportunities.
• Risk Management – Groups and individuals may help you identify potential risks before they become threats to your project or organization.
• Innovation – Savvy businesses today encourage customers and stakeholders to share new ideas to develop new products and services.
• Sustainability – Stakeholders can become advocates for companies implementing green practices.
• Regulatory and/or permit approvals – Effective stakeholder and external relations engagement can help support key regulatory consents and approvals for projects.

Identify your stakeholders.
Next, make a list of everyone who will be involved at all the touchpoints of your project. List relevant groups, organizations and people. This may be a long list, and may include customers, community and political leaders, suppliers, employees and others. Then, identify who is important and who to spend the greatest effort to manage.

Label and categorize all your stakeholders using a mapping chart.
Prioritize your list of stakeholders by interest and influence based on your understanding of the degree of their ability to impact your desired outcomes. Keep in mind that stakeholder influence changes throughout the life of your project. Go back to your prioritized list regularly and review with whom you should spend time.

Validate relationships with stakeholders, and create a timeline for communication and reporting.
Relationships are the building blocks you rely on during stakeholder engagement. These relationships need to be cultivated appropriately with recognition of each party’s interests. Then, based on the relationships and data you’ve gathered, develop a communication and reporting plan that documents the information requirements and frequency of communication. Monitor and govern your reporting plan regularly for successful outcomes.

Engage with your stakeholders by providing efficient and effective ways they can participate.
Engaging a wide group of stakeholders helps to reduce risk and increase opportunities for success. There are many different ways for individuals and groups to engage on your behalf, including Letters to the Editor, targeted phone calls, media interviews, and strategic messages shared with customers. Don’t forget to engage your employees to allow them to be agents of change, internally and externally.

Report on the analysis of your engagement activities in context of your objectives and strategy.
Based on your findings, formulate actions and adjust your tactics and strategies to achieve your objectives.

Stakeholder engagement is not a one-time silver bullet activity. It is an ongoing silver buckshot process that can help your project or organization achieve success.

A South Carolina native, Marcia Purday, APR lives the state’s motto “Dum Spiro, Spero,” which means “While I Breathe, I Hope.” She brings an optimistic approach to the most complex communication opportunities. She serves as a Senior Communications Advisor for NP Strategy, following extensive leadership experience including her time as the Director of corporate external affairs for BellSouth, followed by serving as VP of communications and public relations for the SC Chamber of Commerce. An accredited public relations practitioner (APR), Marcia has an MBA from the Darla Moore School of Business and a BA in Journalism from the University of South Carolina. She also currently teaches Integrated Communication Campaigns and Creativity: Strategy to Execution at the USC School of Journalism.

See also: Stakeholder Management

Are you a real person?

Hang on – don’t answer quite yet.

Let me explain:
Every morning in newsrooms across the country, young reporters pitch stories to their patient and thoughtful news directors. While some ideas are better than others (my average during my TV days was never stellar, if I’m being honest), many pitches come down to a variation of the question, “Who are your real people?”

What news directors (and viewers and your target audience) can’t stand, is a story made up solely of interviews with people in some kind of official capacities. For example,  a representative sponsoring legislation, a public information officer recounting an incident in not-so-breathless words, or a business owner trumpeting the values of their company.

While all of those people are not made of wood, and presumably have personal lives, they often aren’t considered to be ‘real,’ Why? Because my bosses liked to torture me. Because a story made up of “official” sound just isn’t interesting video. You need the real people.

And no, I’m not talking about the “it sounded like a freight train” brand of interviews, but people who can thoughtfully explain the why of a story from a personal perspective. That ‘rule of the real’ is important to remember, even if you don’t plan on doing a tour of duty in broadcast journalism; it applies to your business videos too.

These days, video is a ubiquitous and important component of any communications plan, and if the goal of your piece is to make an impact or drive a viewer to action, keep the following in mind as you start down the path to compelling visuals:

Turn on your heartlight – Find the passionate people in your organization. The folks who took the job because of a personal story or connection to the business. Their story, if they’re willing to share, can be an emotional access point for a viewer.

People helping people – Whether you’re a pastor ministering to those in need, or you’re making widgets, there’s an end user. Presumably, a success story. Hopefully, a person whose life has been changed by your product or service. Something like, “I cry tears of joy every time I use the [widget]. It’s saved my marriage and my life.” Personal connection is what you’re after.

The hype man (or woman) – Do you have a ‘closer’? A room winner? People who are used to recruiting new employees or speaking to crowds about your business might also be a good fit for video. This would be a final option, having exhausted efforts to find folks like those described above.

If all of this is obvious to you, you’re ahead of the curve. But while it might be easy to know this stuff, actually drumming up these interviews and getting them ‘in the can’ can sometimes be frustratingly difficult. The good news is that you’re (probably) not on the deadline of a local news reporter, and the time you invest in securing good subjects will pay off for as long as your video exists on the internet. Which is forever. For real.

Authored by: Taylor Kearns. Taylor is a filmmaker at heart and a professional communicator by trade. Ever since he got his hands on the family camcorder as a child, he’s been using video and sound to tell stories. In college, he turned that love of moving pictures into a career in broadcast journalism. He went on to earn two regional Emmy awards for his work. With seven years’ experience as a photojournalist and reporter, Taylor sought out the feature stories he knew would resonate with viewers. 

Originally published in Midlands Biz on September 17, 2018.

See also: Video Production

40 minutes a day.

In today’s fast paced world, 40 minutes is a long time. More time than it takes to eat breakfast, watch the news or possibly drive to work.

But, 40 minutes is the average amount of time Facebook’s daily users spend on the platform. Significant time each day for a consumer – or potential customer – to absorb information about your company. Twitter lags behind, but active users still average more than 40 minutes a week.

This level of social media engagement demands a proactive online monitoring strategy for Facebook, Twitter and other components of your online presence.  A bad review or negative post can quickly go viral, get picked up by traditional media, and make you known for something that might not even be true.

For example: An angry school parent alleges wrongdoing in the classroom and posts it on multiple social media platforms.  The allegations are startling and people begin to assume it’s true. They share, comment and retweet.  Once the post goes viral, the facts are hard to correct… even though the investigation into the matter reveals nothing wrong.

Or, an employee steals from your company. The story takes off in the media… and your customers are panicking, with comments filling your Facebook page.

So, how do you minimize risk and repair damage?

1) Aggressively monitor all the time to catch posts quickly.

• Begin by making sure you have a social media presence: it is hard to respond without an established page that viewers know and trust.
• Ensure your notifications are set to arrive to cellular devices for more than one member of your team. Check these regularly and often.

2) When crisis strikes, respond quickly, clearly and appropriately.

• Share your response on every digital platform: Twitter, Facebook, LinkedIn and the company website. This statement needs to be “pinned to the top” on your page.
• Resist the urge to respond to every comment on a video, news story or post. Allow the social media fire to burn out.
  • If you do choose to respond to individual comments, pick the comments strategically – posts where commentary is factually inaccurate and has a high level of engagement by others. Leave the post visible and respond by pointing the person to the pinned statement at the top of the page
• Do not delete posts, but hide any content that is hateful, abusive or derogatory (Hiding allows the post to remain on the page but it is visible only to the original person who posted and his/her friends).
• If a bad review (including very offensive commentary) is posted – and others jump on the bandwagon – consider removing the reviews feature.

3) Recover and return to normal when the time is right.

• Be patient. The news/interest cycle is fast.  People will move on to something else.  Try to respond appropriately and then give the situation time to fade.
• Depending on the severity of the crisis, temporarily de-activing a social media page AFTER a crisis (after significant lapse of public comment) may create a fresh start and help rebuild the brand.
• When posts resume, be sensitive to tone and content.

These standards can be adjusted to fit your needs, and apply across industries and different sized businesses. And when the going gets tough, it helps to know who to call for support.

Sara McCarthy is a problem solver by nature, with experience in communications, client relationship management, sponsorships, event planning and marketing. Throughout the last decade, Sara has worked primarily in the legal industry,  coordinating social media and digital content. Her multi-faceted background helps her connect with clients across numerous industries to understand and address their needs.

Originally published in Midlands Biz on September 3, 2018.

See also: Crisis Management, Digital and Social Media, Message Development

How do you get your daily news? It’s likely not the way you used to get it years ago, and may not even be the same as last year. Social media – the savvy culprit – is responsible for much of the shift, along with busier lifestyles and constant connectivity.

According to a 2018 Global Digital Report, more than three billion people are on social media and most of them use their cell phone to connect and view content. There’s an app for almost everything these days, including most every news outlet. Few still read hardcopy newspapers cover-to-cover, and it’s not difficult to understand why. There are far more options where you can select the news you want and get those stories sent right to your inbox. From headlines to the latest viral video, there is a plethora to read, skim or use as a distraction – often found right in the palm of your hand.

This shift has also prompted a change in the way newsgatherers work. Most professional journalists pride themselves on being truth-seekers and fact-finders. Many follow a certain code of conduct –based on fairness, accuracy, and accountability – and now they have to exist in a world where anyone with a cell phone can be a creator of content, aka newsgatherer, without any training in the media industry, nor any idea of ethical reporting.

Given the constant demand for content, how do companies stay current with an ever-changing media marketplace?

In summary: be adaptable and willing to try new things to reach your audience.

Understand the news cycle is 24/7
The message is no longer held hostage by the medium. The message is the message and people constantly crave content and will look for it on all platforms. Always be prepared to tell your story. Be available for media interviews, pitch your brand and take control of the story. If you’re not shaping your message, someone else is shaping it for you.

Strategically consider your social media posts
Going beyond a basic account, create a long range content calendar. This calendar becomes your storyboard where you draft posts, assign assets and make room to respond to breaking news. Sell your message but also take us behind scenes giving viewers entry to part of the organization they may not normally be able to access. With social media, you have the ability to communicate directly to the consumers unfiltered, so take advantage of the opportunity and be sure to be authentic.

Know – and directly target – your audience
When developing messaging, (whether it is for social media, internal communications, a website, or for the media) understand exactly who is consuming your news, who you want consuming your news and how to reach them. Then, pick your platform based on their preferences. If your target audience is Millennials and Generation Z and your content is visual, post to Snapchat and Instagram. If your audience is older, Facebook may be your best fit. Twitter is an ideal platform for news stories and to gain the attention of the media.

Earned media vs. Paid media
Both can serve you well, and in this progressively digital world, you need to make sure you have a strong online profile. Develop genuine relationships with the media but also consider putting money behind digital advertising and marketing. For a price, you can craft your message and deliver it directly to your target audiences, bypassing the media. Paid, boosted social posts can raise your brand’s profile significantly.

Become your own influencer
If you can find your audience and keep their interest by consistently creating captivating content, you can expand your network, gain credibility, build your brand and ultimately influence the message. That’s when the media starts calling you and asking for an interview.

Originally published by Midlands Biz on August 21, 2018.

See also: Digital and Social Media

When you have a need for information, where do you first go? If you are like a growing number of Americans, you whip out your cell phone and search online. What you find, or don’t find, often leaves a lasting impression. So as a business decision-maker, are you routinely thinking about your online “look” and whether it’s captivating or chilling? As the former CEO of a website development firm, I learned what it takes to have a compelling online presence.

Here is a quick list of critical questions for your window to the world.

1. Is your brand consistent?

Does your website reflect the true essence of your company? Can I determine what that is in a 30-second scan of your homepage? Visually, have you displayed your mission, vision and values – and more importantly – your services provided to customers or stakeholders?

2. Who is your target audience?

Everyone wants to reach the masses and that really results in connecting with no one. Be focused. Who exactly is your top choice of partner, client, or customer? Be sure to tailor your website to that targeted group. For sure, tailor your text and photos, but even design your navigation to how your ideal visitor may intuitively “walk through” your website.

3. Are you grabbing their attention?

What image or story can grab a visitor’s attention? Tell it! Go beyond the who and what, and focus on the why. Why should people care about your organization? Use examples of your work to demonstrate a proof of performance. Highlight your good works in the community and why this civic engagement is important to your organization. And let others speak for you, by filling your website with testimonials of why your organization is a good partner.

4. What is your call to action?

Having a compelling online presence with strong calls to action drives business to your organization. Don’t miss an opportunity! Intentionally guide website visitors to your desired call to action. Make it clear and easy to access. And regardless of what page your visitor is viewing, list the action choices, whether it be something as simple as ‘contact us’, or something requiring more thought such as ‘donate’ or ‘buy now’.

This quick list of questions should just be the beginning. Never before has the world been more connected. Spend time and money on your website. It can confirm your reputation, score new business and connect you with the world….while you sleep.

Authored by: Jean Cecil Frick. Jean Cecil Frick is a veteran of the private, public and non-profit sectors driven by helping individuals and organizations achieve their goals. Prior to joining NP Strategy, Jean Cecil served as the CEO of a start-up web development firm. Under Jean Cecil’s leadership, the firm created high design, strategically planned and easily managed websites for businesses, non-profits and schools throughout the Carolinas.  

Originally published by MidlandsBiz on August 7, 2018.

See also: Digital and Social Media

For over a decade, I have worked hard to achieve professional success in different but similar professional paths. I began my professional career in the media, then ventured into politics, and later moved to the private communications sector. I have spent five years (and counting) in the media and public relations field. And previously, I spent six years in the political field, running campaigns and serving as the Executive Director of the South Carolina Democratic Party and the Communications Director for Congressman Jim Clyburn – a Congressman that President Barack Obama once described by saying, “one of a handful of people who, when they speak, the entire Congress listens.” Congressman Clyburn’s orator skills may be inherent but even if you aren’t Jim Clyburn, you can still learn how to be an effective communicator.

Politics and private public relations are very different sectors but offer similarities from time to time. And throughout the ping-pong effect within my career path, I have learned how best to be a compelling communicator.

There are many places where political communications and public relations intersect but two specific examples stand out and each sector can learn from one another.

First, is the component of stakeholder engagement. Ask any politician who the most important person in their campaign is, and they’ll say (if they want to win) the constituents. This works similarly for businesses. Rather than constituents, they are community stakeholders. Both groups need to be communicated with effectively and with the right messaging and timeline. You need to make sure they feel included in the process and understand your goals and efforts.

A crucial step in this component, one that’s proven to be immensely helpful in the work we do at NP Strategy, is mapping out stakeholder engagement. Developing a stakeholder map, ranking the individuals and then tracking the communication and progress provides for an organized and effective effort to communicate with the most important people in your community or network.

Second, is to speak concisely or in political terms, speak in soundbites. There is nothing more frustrating for a reporter than to receive a press release that is pages long. In turn, there is nothing more frustrating for a voter than a politician who can’t get to the point. Understanding your message and being able to deliver it in a concise and developed way is critical for anyone in politics or business; especially if you’re trying to earn media coverage.

The ability to successfully communicate is a necessary aspect of politics and PR. Each area of stakeholder engagement and concise messaging requires creativity and control. Political strategies always require a strong public relations component and conversely, a public relations strategy must include a campaign-like approach. In today’s environment of mass communication and instant gratification, being able to develop the best message to the right people may be a difficult equation but if you can solve it, you’ll win every time.

Authored by: Amanda Loveday. Amanda’s passion for meeting new people and building relationships is what has made her a powerhouse in politics and communications. A decade of experience taught her the importance of getting to know the community and how to interact with people, especially those with different personalities and backgrounds. Get in touch with Amanda at (803) 540-2190 or amanda@npstrat.com

Originally published by MidlandsBiz on July 24, 2018.

See also: Stakeholder Management, Message Development

Any organization confronting a controversial issue, and especially a crisis, will need legal advice and public relations advice. That, however, is where the problem arises.

Lawyers and public relations professionals have different, and at times, conflicting goals. Legal wants to win the case or obtain the permit, but also to limit potential liability for a client. Limiting the liability of a client is a sound legal objective. The public relations professional wants to maintain the reputation of the organization and help shape the organization’s message regarding the issue or a crisis so that opponents of that organization cannot shape the message in a negative way. In other words, the public relations professional wants to communicate. The PR teams want the organization to be able to continue to do what it does or sell what it sells.

The problem arises due to the fact that the sound legal goal of limiting liability often means shutting down an organization’s statements about the very issue that threatens the organization. “No comment” is always a safe legal strategy.

The problem is that “no comment” is often a really bad public relations strategy. A strategy that could hurt an organization’s ability to continue to do what it does or sell whatever product or service it sells  – and ultimately its ability to survive.

While this conflict will never be avoided, it can and should be managed. The best way to do so is to get the legal and PR teams at the same table, establish on-going dialog with chains of communication and finally, be sure that both legal and PR ultimately answer to one point of contact.

The final piece – having legal and PR answer to one point of contact – is important because compromises between full and open communication and limiting liability will have to be made. While it’s the hope that the legal and public relations professionals can get to a middle ground themselves, they are often separate, independent firms that will likely stick to their goals and their engagement. Therefore, a member of the organization will need to weigh in and may have to tip the scales to decide which direction is best.

Throughout my career as a lawyer, I have bumped into this conflict between legal and public relations on numerous occasions. We formed NP Strategy as a subsidiary of Nexsen Pruet with the desire to better address this conflict and better provide the legal and public relations advice that is truly in the best interest of a client’s long-term success.

Authored by: Leighton Lord. Leighton is ranked at the highest levels for ethics and competence making him among the best attorneys in South Carolina according to the state’s lawyers. As a businessman, Leighton has critical first‐hand experience in running a large business, managing people, and building consensus. At the age of 42, he was elected Managing Partner of Nexsen Pruet, making him one of the youngest managing partners of a major law firm. Currently, Leighton is founder and Managing Director of Nexsen’s communications affiliate, NP Strategy, LLC.

Originally published by MidlandsBiz on July 10, 2018.

See also: Message Development

“Free PR advice from a top, local strategic communications agency!” Sound too good to be true? We’ve partnered with longtime friend and publisher Alan Cooper to share our insider’s view and provide you with free advice. Why? We are a start-up, founded in 2014, that has enjoyed success and we want to keep growing and when you give, you grow.

Among the topics we will cover:

• Inside the Newsroom: Managing the media with insight from former journalists
• The biggest mistakes people make in a crisis
• The (NEW!) power of video
• Executing successful events: More than just a pretty party
• Effective Stakeholder engagement strategies- that help you succeed
• Navigating today’s social media scene
• Top ten tips to avoid common “Website Woes”
• And more!

One of the secrets to our success, which you can implement now, is serve your teammates. Regardless of title or years on the job, we will roll up our sleeves and do what needs to be done in order to ensure success for our clients.  That includes 14-hour days, chasing down a journalist or even – this truly happened – cleaning a porta-potty at an event because it is necessary. (We would prefer not to repeat that last one.)  If your team isn’t to the point where you are serving one another, spend some time together to get to know each other. In the office, watch for ways to support your colleagues, and ask daily, “How may I help you?” Nothing solidifies a team more than reaching a mountain-sized goal – together.

WARNING: NP Strategy is not your typical PR agency. While we are an experienced group of professionals from media, business, public policy and communications agencies, we personalize what we do in a way others don’t. We work alongside non-profits, international corporations, governments and local businesses. And what truly sets us apart is we are a wholly owned subsidiary of the Nexsen Pruet Law Firm. This gives us a unique perspective of how legal and communications can complement each other. We also work with other law firms, just never in direct opposition to our parent company. And while we serve mostly NC and SC clients, you’ll see us hopping airplanes to visit clients farther away now and again.

If you have a question or topic you would like us to discuss in the future, shoot me an email at Heather@npstrat.com. In the meantime, we hope you enjoy this video we helped produce earlier this year for Samsung. (click here to see the grand opening video)

By Heather Matthews