IABC July 2010 Member Spotlight

(Reprinted from the original e-newsletter)

If you can keep your head when all about you
Are losing theirs and blaming it on you,
If you can trust yourself when all men doubt you,
But make allowance for their doubting too;

If you can wait and not be tired by waiting,
Or being lied about, don't deal in lies,
Or being hated, don't give way to hating,
And yet don't look too good, nor talk too wise:

If you can dream - and not make dreams your master;
If you can think - and not make thoughts your aim;
If you can meet with Triumph and Disaster
And treat those two impostors just the same;

If you can bear to hear the truth you've spoken
Twisted by knaves to make a trap for fools,
Or watch the things you gave your life to, broken,
And stoop and build 'em up with worn-out tools:

-excerpt from poem “IF” by Rudyard Kipling,1899

This poem written over 100 years ago is one of the most popular in history, particularly among British. Rudyard Kipling’s reflections of stoicism links ethics to logic to maintain positive and even keeled emotions. In communications, we are often challenged with ethical decisions as we have seen during the recent oil spill in the Gulf. Expert communication practitioners have to rely on clear and unbiased thinking to tackle complex issues of today. It is even more challenging to maintain a superior skill set when an industry has undergone radical transitions. Lucrative audiences moving from traditional venues to online has forever changed the way target groups are reached. Read how one IABC/Atlanta member has survived the changing landscape in his career over the years, adjusting his skills and attitude along the way. He went from rejecting industry awards to embracing them and evolving from the comforts of traditional media to employing new media and social media tools.

Name: Charles Hayslett
Title: CEO
Company: Hayslett Group

When did you join IABC/Atlanta: Active in 1980

“Why I Joined IABC”
My first recollection of being involved with IABC goes back to 1980. I had left the old Atlanta Journal to join Cohn & Wolfe, which was then the largest PR firm in Atlanta. One of my clients was Georgia-Pacific, which was moving its headquarters from Portland, Oregon, to Atlanta. My primary client contact at GP was a fellow named Bill Lovett. Bill was heavily involved in IABC and pulled me into it. Some years later I managed the employee communications organization at BellSouth, and members of my staff and I were involved with IABC during that period as well. When we hung out our firm’s shingle in 1994, a great deal of our early work was internal and organizational communications, and we were involved with IABC pretty much from day one.

I joined IABC for all the usual reasons, networking, an opportunity to get to know colleagues in the business, access to educational opportunities and resources. The truth is, I feel a little funny being interviewed for this because I’ve never been as visible a member as I could be. That said, I value the organization, and we’ve been happy to support it over the years. I can say without hesitation that we’ve gotten good value from our involvement. We’ve developed a number of long-term business relationships with other IABC members, and I know it’s guided the professional development of a number of our team members.

“My Volunteer Roles”
Probably the hardest thing IABC ever made me do was put on a tux and let them take my picture for a Golden Flames promotion. I also served as a guinea pig for one of the first podcasts IABC ever did. I have no idea if anybody heard it, but I did it! I’ve also made presentations to the UGA student chapter and on crisis communication for a monthly programming luncheon. Probably the most important thing I’ve done is encourage firm members to be active in IABC. Over the years we’ve had a good number of folks who have been very active with the Atlanta chapter in various ways, including serving as board members and even a couple of presidents – Johanna Blood and Thad Slaton. Overall, Hayslett Group has supported IABC/Atlanta for over a decade with sponsorships, services and members who want to make a difference.

“My IABC Experience”
I’ve already alluded to some of the benefits – networking opportunities, professional development, business relationships with other members. One benefit beyond that is I think our involvement in IABC has helped raise our firm’s profile within the communications industry in Atlanta. It has absolutely contributed positively to the development of our brand among our colleagues and peers in the business. That’s one important benefit. Another has to do with the awards process. To tell you the truth, I used to be one of those people who looked down their nose at industry awards. I wasn’t sure they were worth the investment of time and energy. But I’ve done a complete 180 on that. I can tell you from experience that prospective clients gain a certain confidence from knowing that you’ve been recognized by your peers for the top media relations program or Web site or speech or whatever in a given year. I’m very proud of the fact that in over 15 years in business we’ve won more than 100 awards, including about 50 from IABC. We display them proudly throughout our offices, and they’re among the first things clients and prospects see when they come through the doors.

And finally, what could be more beneficial than an organization that has helped groom, educate, engage and excite my staff members? IABC has provided them with opportunities to try and master new skills, practice management and leadership techniques, and work on projects they might not have had access to in our daily work at HG. IABC/Atlanta has helped make them stronger employees and confident individuals.

“The IABC & Industry Future Outlook”
I think it’s difficult to overstate the importance of the whole bubbling stewpot of new media and social media. I think people who know me will tell you that I’ve always been out on the bleeding edge when it comes to using evolving technology in our business. When we opened for business in 1994, we were determined to make top-end computing and communications technologies a strategic advantage for us, and we did. I think that commitment to understanding and using state-of-the-art technology, whether hardware or software or web-based, has been a part of our culture all along.

But I’ll have to confess that with the rise of Facebook and Twitter and other social media, I had a bit of an old guy moment. I wasn’t sure I got it. I had to make myself join Facebook so that I could learn my way into it and understand how it worked and why it was important. I’ve done that on Facebook and Twitter and with some other sites, but this whole field is evolving so rapidly that it’s very difficult to keep up and know what’s important and what’s not. As a firm, I think we’ve done a good job of institutionalizing that knowledge, particularly with our younger staff members, but it’s pretty clear that that whole field holds huge opportunities and challenges for our industry. I think IABC has played a great role over the past few years in separating the wheat from the chaff and helping its members understand and focus on the right tools within this emerging area of communications.

Creating Your Social Media Playbook: A Pre-Season Training Camp

Speaker: Kaye Sweetser, Ph.D., APR, University of Georgia, Grady College of Journalism & Mass Communication

Hayslett Group attended a terrific seminar on social media hosted by PRSA Georgia last week. The speaker was Kaye Sweetser, Ph.D., APR, professor at UGA’s Grady College. (The youngest HG team member had a class or two with Dr. Sweetser while attending UGA. Her classes were tough, but great experience for the real PR world.)

This seminar was particularly interesting because it focused on social media tactics as opposed to social media strategy. The talk was full of concrete advice on entering and engaging different types of social media communities. At the top of the list, as we all know, is to treat your friends and followers as “real life” friends and to maintain two-way communication. According to Dr. Sweetser, a few ways to do that are:

• Include comments and content from others on your FB wall.
• Keep tweets to approximately 60 characters to encourage RTs.
• Say “please” when asking for an RT and thank those that do.
• Turn off Twitter’s auto DM functionality.
• Encourage two-way communication by asking your audience questions. Asking them to share fun memories is one way to engage your friends and followers.

For more from Dr. Sweetser, check out her blog at www.kayesweetser.com. To view Dr. Sweetser’s PowerPoint presentation from the seminar, visit ppt.bit.ly/UGASM.

From Side Dish to Center of the Plate - The Evolution of McDonald’s Social Media

On January 20, Dori Moss, account executive for Hayslett Group, attended the Public Relations Society of America (PRSA) luncheon, “From Side Dish to Center of the Plate - The Evolution of McDonald’s Social Media.” The session was led by Heather Oldani, director of U.S. communications for McDonald’s Corporation. Although McDonald’s has iconic power with its golden arches and mascot Ronald, they are always striving to increase brand power and customer loyalty. The company has recently shifted from mainstream to multi-stream outreach, in terms of accessing customers and increasing market penetration. Blogs, chat rooms, podcasts, Facebook, message boards, Twitter – all these social media outlets have played a role in creating a successful marketing campaign for McDonald’s Corporation.

The company set out to tackle the social media world beginning with their February 2007 YouTube video that featured a new honey mustard snack wrap. In addition to releasing a consistent message, McDonald’s focused on building a consistent team throughout the collaboration of the following departments: communication, media, creative and insights. One campaign, highlighting chicken products, centered around their Web site, www.whatcamefirst.com. Creative aspects of the site, like a section that asked for chicken dance submissions and a free sample day, generated great results: 45,000 dance-off submissions, 150,000 unique visitors, 1,500 blog posts and seven million free sandwiches. Another campaign implemented MySpace to revitalize the Big Mac brand and its infamous chant. By combining on- and offline communication vehicles - radio, Web site and print - they were able to maximize awareness and measure ROI with more than 1,000 submissions to their online Big Mac chant-off challenge.

To help stir interest in the company, McDonald’s explored another campaign route that granted customers a backstage pass to the fast food industry. For this effort, they looked to ambassadors to help promote their brand. Two groups stood out as a good fit - moms and employees. McDonald’s identified six mothers to receive a behind-the-scenes look at McDonald’s, including trips to suppliers and exclusive looks at food preparation and selection. The result was the creation of www.mcdonaldsmom.com. To date, the site has had 83,000 unique visitors and is 15,000 members strong. With the employee ambassador group, the approach was virtual involvement behind-the-scenes versus actual tours. A corporate intranet with opportunities to blog, download information and receive prizes for participation was created for North American employees that resulted in 14,000 regular online users. More than 60 percent of all McDonald’s employees have now opted in for e-mails and texts regarding McDonald’s, revealing their connection to and interest in the corporation. Empowering and communicating with employees makes for happy, engaged staff, and who could be better to serve as ambassadors than the people who work there?

Final Thoughts

A few tips regarding social media penetration:

· use a strategic approach;
· employ a fun and informal tone with messaging;
· be transparent in all communications;
· leverage online and traditional tactics together - not simply one or the other; and
· create alignment in your company in order to execute a sound plan.

The result could be expanded market penetration and increased brand awareness. Ronald has come a long way baby!

Grady College honors Hayslett CEO and other Grady Fellows

Last week, Judy Hayslett accompanied her husband, Charlie Hayslett, Hayslett Group’s CEO, to The Classic Center in Athens, Ga. for an event honoring the inaugural class of The Grady Fellowship. As mentioned in our July blog posting, Charlie was one of 63 Grady alumni and other prominent communications professionals to receive this honor.

“Grady College did such a great job with this event,” said Judy. “It was inspiring to be surrounded by old friends who are now communications leaders in Georgia and across the country.”

Grady College alumnae Deborah Norville, host of CBS Inside Edition and Deborah Roberts, ABC News correspondent, co-hosted the event and presented the Fellows to 400 attendees. Last week’s event also marks the College’s kickoff for its Centennial Campaign for Grady: 1915 – 2015, Democracy’s Next Generation.

Charles Hayslett Named to UGA Grady Board of Trust and The Grady Fellowship

ATLANTA, July 2008 - The University of Georgia's Grady College of Journalism and Mass Communication has named Charles Hayslett, CEO of Hayslett Group, one of 58 alumni and other prominent communication professionals to its inaugural class of The Grady Fellowship.

The Grady Fellowship recognizes and honors those "whose lives and careers have contributed measurably to the national reputation the college enjoys," said Grady College Dean E. Culpepper Clark. The new recognition was created by the Grady Board of Trust, the college's advisory board.

Hayslett has also been named to the Board of Trust of the Henry W. Grady College of Journalism and Mass Communication at the University of Georgia. He holds an ABJ degree from the Henry W. Grady College of Journalism and Mass Communication at the University of Georgia.

Hayslett has also been named to the Board of Trust of the Henry W. Grady College of Journalism and Mass Communication at the University of Georgia. He holds an ABJ degree from the Henry W. Grady College of Journalism and Mass Communication at the University of Georgia.

CSR – The Emerging Role of Corporate Social Responsibility

What does corporate social responsibility (CSR) mean in today’s businesses? What does it mean to consider the interests of society by taking responsibility? What are the goals, challenges and benefits of implementing CSR? Account Executives Kari Hilyer and Katie Little heard three panel members’ insights to all of these questions and more at the PRSA Monthly Luncheon. Held at Maggiano’s Buckhead, Hilyer and Little went to gain a better understanding of what businesses are doing today to promote social responsibility and how to integrate these responsibilities into core competencies.

Panel members included Jami Buck-Swan, senior manager of Corporate Responsibility for Cox Enterprises, Caroline Counihan, community affairs manager for The Home Depot Foundation, and Lisa Britt, senior director of Corporate Communications and Corporate Responsibility for TBS, Inc. Bari Love, PRSA Advocacy Committee co-chair, moderated the dialogue.

Before CSR goals and strategies are put into action, a business – according to Buck-Swan – must first look at itself and its employees. A company must decide what issues are most relevant to the services it provides to society, and what it could, realistically, give back to the community.

For example, Cox’s biggest focus with CSR is the environment, by aiming to reduce its company-wide carbon footprint by 20 percent over the next decade. Their national program, Cox Conserves, was launched in effort to save 172,000 tons of greenhouse gas emissions. The Home Depot Foundation is dedicated to building affordable homes that are energy and water efficient for working families. TBS, Inc. focuses their efforts on education, art and the environment. They strive to initiate programs that make the world a better place.

As for measuring CSR achievements in relation to company goals, Counihan says tangible results are easier to evaluate than, for example the fulfillment in the families The Home Depot Foundation was able to help. Britt’s point-of-success with TBS is determined by a company-wide survey, which indicated high levels of involvement and project satisfaction. Buck-Swan noted that using employee statistics is a good way to gauge the effectiveness of a CSR program. After all, the employees have to support what it is the company is trying to give back. They are the ones who will make it work.

All three panelists saw eye-to-eye on educating and involving employees in regards to a company’s CSR initiatives prior to public release. Employees are unofficial daily ambassadors for their companies. It is vital that they are not only in the loop on CSR goals and strategies, but are also personally involved in implementation.

Just like every other aspect of business, the economy is affecting CSR programs. To preserve the quality and effectiveness of a program, Britt advises maximizing and leveraging all resources, not just financial ones. You have to find ways to do more with less. Counihan admits it can be difficult to pull together resources, but you have to stay committed and find a way to maintain your support.

Little said she walked away with a better idea of how companies can benefit from implementing CSR programs. “I think it’s great that companies - large and small – are taking responsibility and stepping up to help make communities and the society at large a better place.”

Communicating in a Crisis

Hayslett Group CEO Charles Hayslett was recently asked by Assisted Living Executive Magazine to offer tips on communicating effectively internally and externally with audiences in a crisis. This particular issue focused on natural disaster related crisis. Hayslett, with recent experience in responding and working though this with Sumter Regional Hospital (Destroyed by a tornado in Spring 2008) had personal and appropriate insight.

For more information on Assisted Living Executive go to http://www.alfa.org/i4a/pages/Index.cfm?pageID=4052.

Media, Emerging Trends & Strategic Approaches to Integrating Viral/WOM/BT

Wanting to learn more about how to bring clients into the digital age, Account Executive Katie Little attended a panel discussion on emerging media trends. The American Marketing Association Signature Event focused on all the strategic and interactive on-demand approaches available today.

This event, on Tuesday, June 17, and was held at Steel – Atlanta, an upscale Indo-Chine restaurant located in Midtown. Panelists included David Rollo, director of digital media at 22squared, Olivia McKinsey, president of McKinsey Media, and Chris Tuff, media trendspotter for Moxie Interactive. Moderator Glen Caruso, director of advertising sales at TACODA, Inc., led the discussion.

Caruso opened the discussion by asking how to begin sifting through all these emerging media trends. “It’s like throwing a penny into a fountain, you might hit something or maybe not – that’s the beauty of the Internet,” explained McKinsey.

McKinsey told the audience that you must educate your clients along the way, get them to see the vision and how you will achieve it when introducing them to these new hip-hop marketing techniques such as Twitter or Viral Marketing. It’s much more than simply gaining client approval. In the end, clients will feel smarter, like they were a part of the process.

Is there any rule of thumb for traditional v. digital media? According to Rollo, “there is no ‘x’ and you’ll get ‘y’” in this process. He said that if you aren’t testing your approaches, then you’re not being forward thinking.

For McKinsey’s clients, research verifies gut feelings. That way, she can either confirm or disprove something. Tuff sees many people not utilizing these free tools online, for example http://www.google.com/analytics/, to measure their brands. According to him, that either means 1.) You aren’t listening to your brand or 2.) You aren’t responding.

“You can either be in control or sit back,” said Rollo. There are so many ways to find out what people out there are saying. It is no longer Bill Cosby telling people that pudding pops are good. Instead, it may be a mom as a pudding pop spokesperson. In return, who would moms trust more, Bill Cosby or other moms?

As for how to make the most of all these emerging trends for a strategic 360 campaign, Tuff says to find target audiences with similar needs, wants and interests. Facebook has many smaller, more targeted audiences, giving more opportunities to interact. Tuff encourages people to find out what is being said, look at what these markets are doing on a daily level and engage. Either leverage already existing communities or create your own. “As a marketer, you have to be able to tap into these target audiences,” said Rollo.

Wherever you may be in the user adoption process, Rollo says to start small. Tuff agrees, saying you have to be able to push innovation. New things can be intimidating, but it’s all about taking risks.

Little’s biggest take-a-way from this event was the laid back atmosphere of the AMA event in which people came together to learn how these trends can affect our lives, and clients. Even if we aren’t immediate adopters of all the up-and-coming media trends out there, we should at least be aware of all the available options so we can offer the best possible solutions for our marketing or public relations campaigns.

Healthcare Georgia Foundation 2008 Connections Conference

Senior Counsel Tom Wall and Creative Director Michelle Clark recently attended Healthcare Georgia Foundation’s “Connections 2008 – Strengthening the Health of Georgia through the Nonprofit Community” Conference, April 17 in Atlanta.

The conference brought together Healthcare Georgia Foundation grantees who work to advance the health of all Georgians and to expand access to affordable, quality health care for underserved individuals and communities. It was a day to participate in health care, nonprofit and related educational sessions as well as a good networking opportunity for organizations that might have natural alliances or partnerships.

Highlights from the day:

Keynote address
Dr. David Satcher, of Morehouse School of Medicine and the Satcher Health Leadership Institute addressed Health Disparities.

Emerging Health Policy Issues
A morning panel that discussed state health budget and taxes, childhood obesity and access to affordable health care.

Presented by Greg Dent – Community Health Works, Alan Essig – Georgia Budget and Policy Institute and Rodney Lyn – PLAY, Institute of Public Health, GSU

Trauma Care in Georgia: In Pursuit of a Statewide Trauma System
A morning session that focused on the failure of the 2008 legislature to pass, for the third year in a row, desperately needed funding for a statewide trauma system.

*Note: Hayslett Group has a keen interest in this particular issue as our firm has been involved with the development and support of the statewide trauma system for several years, working with the GDHR, Georgia Hospital Association and Healthcare Georgia Foundation to bring this issue to light and closure.

Presented by Dr. Art Kellerman – Emory University School of Medicine and Wayne Reece – Reece & Associates

Lunch Program
Paul Connolly of TCC Group discussed the natural lifecycle of nonprofit organizations and how to manage and facilitate the transitions between those cycles.

Business Planning
A general session on business planning and the power of the strategic plan as it relates to nonprofits.

Presented by Teri Theisen – Theisen Consulting

How to Tell Your Story: Communications Training Session
A general session on communications essentials and how to use them to further an organization’s goals.

Presented by Shana Keith and Jana Thomas – Porter Novelli

Closing Program
Unnatural Causes: Is Inequity Making Us Sick?
A panel discussion around the unnatural causes of health care inequity, particularly the descending level of health at each rung of the socioeconomic ladder.

Panel participants included Kim Anderson – Boardwalk Consulting, Dwayne Crawford – 100 Black Men of America and Natalie Hernandez – National Council of La Raza, Atlanta

Building Community Relationships Teleseminar

Overcome Opposition, Gain Community Consent

On Thursday, March 27, Michelle Clark, director of creative services, and Account Managers Kari Hilyer and Katie Little participated in a teleseminar presented by James E. Lukaszewski. Lukaszewski, chairman and president of The Lukaszewski Group Inc. are management consultants in communications.

The PRSA-sponsored teleseminar highlighted ways to gain and maintain public consent through direct communication tactics.

According to Lukaszewski, you MUST first gain trust from the community, which in turn, will lead to gaining community consent. People don’t like surprises or the feeling of being misled. The following are Lukaszewski’s five elements of trust:
1.Advance information.
2.Bring the community into the decision-making process
3.Communicate face-to-face.
4.Demonstrate that community ideas have impact.
5.Speak in community-level language.

Although these elements of trust are essential and will help you gain community consent, there are many variances of truth out there. Truth is based more on an individual’s perception rather than facts and data. While you may be presenting “terrific” supporting data, you may not be able to convince everybody of your good intentions. Lukaszewski believes you have to convince 51 percent of those who matter so focus your efforts on those audiences.

Additionally, Lukaszewski says to practice showing empathy, being apologetic, even for the small things, and being transparent.

When trying to build community trust and consent, Lukaszewski recommends anticipating conflicts and being ready to take the blame and work through it with your critics.

But in the end, he says, you deserve what the community is willing to give you.

Ethics and New Media

How the Blogosphere is Impacting Journalism and Business

The Atlanta Press Club hosted a panel discussion on March 27 at the Commerce Club Thursday evening to converse about the ethical standards of blogging and how it just may be redefining journalism. Panel members consisted of Lea Donosky, interactivity manager at the Atlanta Journal-Constitution, Jeremy C. Garlington, managing partner at Point of View, LLC, Dr. Gregory C. Lisby, professor at Georgia State University, and David Rubinger, VP of corporate communications at Equifax Inc. Dr. John C. Knapp, professor and director for the Center for Ethics and Corporate Responsibility, moderated the discussion between panel members and attendees.

Dialogue centered around three general questions--which in turn, led to even more unanswered questions. The first question, how new media is redefining journalism and where it is headed in the future, allowed panel members to state their position on the blogosphere.

Before the Web, it wasn’t important to nail down ‘who was a journalist’ and it shouldn’t be now, said Donosky. Garlington admitted to having a real problem with the word ‘blogger,’ although he does feel that blogs address a real need, a “deeper knowledge and understanding of confusing topics.” Lisby commented about needing to recognize the 1st Amendment, which could be a means of ending this public debate. He feels it is personally difficult to try and define a journalist, because that would limit the 1st Amendment. Rubinger talked about the beginnings of his career at the Atlanta Business Chronicle, where he and others weren't considered credible because they weren’t a daily publication. It took a few breaking stories to gain respect. This reflects how Rubinger feels today about bloggers. They don’t need to be ignored, they do great work and are a part of the process.

As for how blogging has changed the business relationships with the media, panel members all agreed that businesses have adapted quite well to blogs and the increased degree of responsibility of working with them--or at least in a world where they exist. As for Rubinger, blogs have very much changed communication mechanisms at Equifax. Businesses want to be able to control everything said about them and blogs are the 180-degree opposite. Lisby agreed, saying it is the advantage of the Web that shifts from one-way communication to two-way.

Panel members were asked how to establish trust in the blogging environment, or how to know when a blogger's information they are presenting is indeed, true. Donosky said it may not be possible. We may have to give up that thought, and find other outlets of truth, such as social networks. Garlington compared gaining audience trust as easy as labeling something with a tag. Rubinger said trust has to be set by the community itself, not by government standards. “Truth telling creates trust and trust creates community, which creates journalism,” said Lisby.

This exchange of ideas regarding the blogosphere brought forth many similar and differing opinions. Although no one was able to nail down any concrete conclusions on the ethical standards for blogging, there were enough viewpoints put out there to conclude that the blogosphere undeniably has an impact on journalism and business.

IABC Luncheon on Communicating in a Decentralized World

Hayslett Group recently attended an IABC/Atlanta Be Heard Luncheon on the topic of “Communicating in a Decentralized World: What are the effects of teleworking, global business and multi-location businesses?”

The speakers - Andrea Proser, Director of Leadership Communications at Cox Communications; Greg Guthrie, International Communications Manager at the American Cancer Society; Patrick Foarde, Vice President Group Manager at Ketchum; and moderator Jim Zook, a principal in Mercer's Communication practice - shared tips, insights and creative approaches for communicating effectively with audiences spanning different geographies, languages, and incentive structures.

While Hayslett Group operates predominately within the state of Georgia, we gleaned insights from the discussion that can also be applied to smaller scale communications. Director of Creative Services, Michelle Clark, makes the following observations post-luncheon:

Your invisible personality
Often, groups comprised of multiple players at multiple sites never, or rarely, meet in person. Since you can’t express your personality through face-to-face interactions, your work quality and responsiveness become your personality. Team members will form their trust in you through these qualities alone, and it is necessary to shine brightly through both.

The same is true of support team members working at an agency. Frequently, account managers are the only ones with face-to-face interaction with a client, but other members of the team must still work with the client. It’s important for “behind the scenes” team members to keep in mind their invisible personality because the “behind the scenes” work impacts the trust each client has in his or her agency.

Technology – a love/hate relationship
Technology can be a blessing, for example, when you are trying to hold a collaborative meeting with attendees in three different locations. Webcasts, live conferencing and feeds make sharing information so much easier. At the same time, communicators often feel pressured to use every single new gadget to its utmost capabilities as soon as it is available, resulting in tech overload. We often spend more time “responding” to our tech inputs, then to actually doing our jobs. Uggh. How to fix it?

Two great examples of this (and HUGE pet peeves of mine) are:

Email overload
Email overload happens when everyone in every department wants to share all of their news – with everyone else.

One new solution is to establish corporate email guidelines that help people think twice before typing 20 addresses into the CC: field. Another idea is to utilize the “Monday Morning Company News” email...all organizations, regardless of size, can do this and keep abreast of news and announcements with less email. This one email is sent once a week by a designated person who has compiled news from everyone else in the company.

The wing ding web site
The wing ding web site is really supercool. It has graphics, flash, interactive whatzits and whazooz, video, and is visually very stimulating. However, viewers can get easily distracted by all this and have a difficult time finding needed information. Or worse, the darn thing takes forever to load and the visitor leaves. Technology should be tailored for the audience and its technological capabilities. Greg Guthrie of the American Cancer Society, noted that his organization consciously chose to develop a simple, easy-to-use Web site that would be easily accessible to visitors with varying levels of Internet savviness and locally available technology in different parts of the world.

Technology is wonderful. We just have to regard it as we would any other communications tool and consider how best it can best be used to get our messages to our target audience.

Tailoring the message
It seems like this should be old hat. This is what we do for a living after all, but as the panelists discussed how they tailored messages to different cultures and languages on a global scale, it occurred to me that the same also applies at home. The main idea is to create a broad message and then tailor the delivery of that core message to your varying constituents.

At Hayslett Group, we don’t have to communicate the same message to shareholders in Holland and shareholders in Saudi Arabia, but we do have to communicate messages to physicians and patients, legislators and the public, blue collar and white, English speaking, Spanish speaking and the list goes on, all in our own state.

I admit when I first committed to attending this luncheon I wasn’t sure if I could take anything away from a “global” themed communications panel, but in retrospect that was silly. The world is so much smaller now; global communications can apply to a single city.

PRSA Luncheon on M&M Brand Equity: “INNER M” PR Campaign

In January 2007, the M&M Brand launched the “Inner M” campaign with a 50-foot Lady Liberty “Inner M” floating down the New York Harbor. This event, along with an ad on American Idol, kicked off the official “Inner M” advertising and public relations campaign.

From a nation-wide survey taken before the campaign kick-off, Mars found out that 99.1 percent of American’s were already aware of the M&M brand. The M&M brand is even as well known as Mickey Mouse and Santa Claus.

The focus of the campaign was not so much in re-branding the M&M but reviving publicity and advertising efforts that built on the target demographics already-existing knowledge and feel-good attitude towards the brand, but increased their interaction with M&M.

Mars had to find a way to make a connection with the M&M and ‘fun.’ Planet M was created for people to invent their very own M&M character. Available at http://www.becomeanmm.com/, Planet M provides body types, eyes, arms and accessories to encourage Americans to liberate their ‘fun’ side.

“Inner M” branding efforts greatly surpassed their initial goal of reaching 60 million media outlets across the U.S. They successfully made more than 100 million impressions in the top 25 markets with 100 percent of articles delivered carrying the “Inner M” key messages.

Aside from the media publicity, the Planet M web site surpassed 3 million visitors in the first month alone, three times the monthly average. Consumers were online an average of 11 minutes creating their “Inner M” character. Sales also increased compared to January 2006.

According to post-survey results, “the campaign did drive home messages of ‘fun,” said Kopkowski.

Today, due to all the event buzz, knowledge and awareness of the campaign, “Inner M” continues to live on. Mars is always looking for ways to resonate beyond just PR and Advertising.

“As long as we see new avenues for it, we’ll keep going,” said Kopkowski.

IABC/Atlanta "Be Heard" Luncheon with Charles Hayslett

Feb 26 - "Be Heard" Professional Series
The Atlanta Chapter of the International Association of Business Communicators (IABC)

Networking and registration begins at 11:15 a.m. and meetings adjourn at 1 p.m. Lunch is included.

The February meeting will be held at:

Maggiano's Little Italy - Perimeter

4400 Ashford Dunwoody Rd., Atlanta, GA 30346

Listen to a podcast interview of Charlie Hayslett previewing the event.

Register Now >

Weathering the Storm: The Role of the Communicator when Disaster Strikes
On March 1, 2007, one of the most powerful tornados in Georgia history scored a direct hit on Sumter Regional Hospital in Americus, Georgia. In a matter of minutes, the only hospital in Sumter County was essentially destroyed (insurers would later declare it a total loss). On the following Sunday morning, Sumter Regional CEO David H. Seagraves called Charlie Hayslett at home and said: "I've got to have some help."

In the wake of the storm, the communications challenges were overwhelming. Media were swarming all over the place. Patients didn't know where to go for medical services. Local physicians -- always hard to recruit to rural areas -- were watching their practices evaporate. The hospital's employees were worried about their jobs. And local leaders were worried about what the loss of the community's only hospital would mean for the local economy.

Hayslett, CEO of the independent Atlanta-based communications agency Hayslett Group LLC, pulled a team into the firm's office that Sunday afternoon and had a counselor on the ground in Americus Monday morning. Since then, Hayslett and his team have helped manage Sumter Regional's communications through what can perhaps best be described as a slow-motion crisis that continues to this day. Says Seagraves: "The Hayslett team has been invaluable in our tornado recovery efforts. Without their help, we simply would not have been able to effectively respond in a timely manner to the communication and information needs of our many stakeholders."

Valuable lessons on role of communications in crisis stabilization and recoveryAt the IABC/Atlanta February luncheon, Hayslett will talk about his firm's involvement in tornado ravaged Sumter Regional Hospital's recovery effort. If you are involved in media relations, employee communications, community relations, or corporate affairs, you won't want to miss this chance to see how a tornado threw them all together and made communications more important than ever for a small rural hospital.

About the Speaker

Charlie Hayslett is chief executive officer of Hayslett Group. He oversees communications planning for many Hayslett Group clients, and has been integrally involved in the firm's work for the Georgia Department of Transportation's 511 travel information service, Work Zone Safety and LUV the HOV campaigns, the Metro Chamber of Commerce Clean Water campaign, the Georgia Research Alliance, the Georgia DHR's Statewide Trauma Awareness campaign and the Georgia Alliance of Community Hospitals, among many others.

Before setting out on his own in 1994, his communications management experience included tours of duty with Cohn & Wolfe, Citizens and Southern National Bank (now Bank of America), BellSouth Corporation (now AT&T) and Fleishman-Hillard. Prior to entering public relations, Charlie worked for more than a decade as a newspaper journalist, covering government and politics for The Atlanta Journal in Atlanta and Washington, D.C. He has more than 25 years of communications experience. Charlie is a member of the Metro Atlanta Chamber of Commerce, the International Association of Business Communicators and the Public Relations Society of America. He is a past member of the board of the Henry W. Grady College of Journalism and Mass Communication at the University of Georgia and holds a bachelor's degree in journalism from the Grady College

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Volunteer of the Month

Hayslett Group's Director of Creative Services, Michelle Clark, has been named Volunteer of the Month by Cochran Mill Nature Center.

The Center, located in South Fulton, has been a passion of Ms. Clark's for four years now. She both volunteers at the center and provides pro-bono communications services through Hayslett Group. Hayslett Group's CFO, Denise Grove, is also active at the center, serving on the board as vice president and providing pro-bono accounting services.

Congratulations Michelle!

Newsmaker Luncheon featuring House Speaker Glenn Richardson

Hayslett Group attended an Atlanta Press Club luncheon on January 24, featuring Glenn Richardson, Speaker of the House. Here’s a quick summary of his main points:

Richardson opened by expressing a need to “get things done”. Aware of the problems at hand, he acknowledged the tough decisions to come in 2008.

He introduced education as the state’s most important topic. Today, 51 percent of high schools are unsuccessful in graduating -- more than 40 percent of Georgia residents. Only 20 percent of those graduating high school will go on to graduate from college. Richardson discussed a proposed BRIDGE program to offer alternatives to students.

Richardson briefly touched on Georgia’s water problem and announced a proposal for reservoirs in local communities and the deepening of Lakes Lanier and Allatoona.

During discussion on the state of Grady Hospital, Richardson informed the audience that Grady can create a not-for-profit board or expect the state to do so for the hospital. He emphasized that Grady has funding if they are willing to make changes and help themselves. According to Richardson, there have not been enough steps made yet.

Another statewide concern is implementation of a trauma care network. The problem isn’t wanting a trauma network, but the willingness to pay for one. According to a statewide survey, 29 percent of Georgians would support a $200 increase in fines for speeders. On the other hand, 32 percent of voters marked, “I won’t support any fees.” Richardson briefly discussed his effort to add ten dollars for every car registered in Georgia. He feels the increase is relevant because many trauma cases involve auto travel.

His talk ended on the lack of transportation improvements. Accountability is key to ensuring promises made are backed by actual funding. According to Richardson, the General Assembly has studied the transportation problem and is ready to make recommendations and move in the direction of solving this issue. This topic should be on the 2008 ballot now; the state can’t wait three more years.

Richardson concluded by agreeing to accomplish getting these difficult issues to the floor, even during the election year, because he has the “passion and belief that a leader is supposed to lead on issues.”

MMM Holiday Meal Memories

A little fun insight into the hearts and tummies of Hayslett Group. The holidays went fast and furious, and as we enter a new year, we look back and determine what was our favorite holiday meal, and who made it!

"Dressing made by my husband's Aunt Evelyn. It’s absolute heaven."
Kari Hilyer

"Chilled Avocado Soup, a recipe from HG staffer Michelle Clark, was about the only new thing I tried in 2007, and I loved it. Good taste, texture and light."
Ann Collins

"Pecan Pie by me!"
Judy Hayslett

"Fresh kielbasa from Peter’s Butcher Shop in Garfield Hts., Ohio served with four varieties of Sophie’s Pierogis (sauerkraut, cabbage, potato and sweet cheese) on Christmas Eve."
Tom Wall

"Creme Brulee French Toast made by me."
(Note: other HG staffers have made Mr. William's special french toast, and it is a dee-light.)
Russ Williams

"I am going to have to go with my aunt's seven layered salad. I ate three helpings!"
Katie Little

"My mom's cheesy potatoes. I ate nothing but them for three days after Christmas."
Michelle Clark

Green with Envy

Vice president Jackie Parker comments on a recent IABC/Atlanta luncheon featuring communications folks from Cox Enterprises discussing the company’s internal and external marketing of its ‘green’ initiatives.

“The company, which is the parent company for the Atlanta Journal-Constitution, Cox Cable, Manheim, and AutoTrader.com, rolled out an aggressive green program that includes a hodgepodge of tactics from installing waterless urinals at some of its office buildings to recycling toner cartridges. They even have a website, www.coxconserves.com, with more details about the initiative.

During the presentation, I kept thinking that it would be an awesome program for one of my clients to consider – starting with an internal education campaign about how its employees can become better environmental stewards. To launch its program, Cox had an event with Atlanta Mayor Shirley Franklin. My client has a lot of offices throughout the country and could probably look at coordinating similar event(s) in its markets, which would help with visibility and relationship building with local community leaders.”

Hayslett Group has a “green” thumb of its own by participating in an office paper and aluminum recycling program.

Rising with the Phoenix

On November 8, Hayslett Group was honored five times at the annual Phoenix Awards gala for the Georgia Chapter of the Public Relations Soceity of America (PRSA). Hayslett Group received the highest honor, the Phoenix, in three categories and also received two Certificates of Excellence.

Phoenix Awards
Public Affairs for Save Georgia Healthcare Campaign
Issues Management for Save Georgia Healthcare Campaign
Integrated Communications for Save Georgia Healthcare Campaign

Certificate of Excellence
Brochures for the Georgia Department of Human Resources' Trauma Awareness Campaign
Web site for Save Georgia Healthcare Campaign

Congratulations to everyone who made this possible.

Help Sumter Regional Hospital Win a Free MRI

Sumter Regional Hospital, a small hospital located in Americus, Ga. and a Hayslett Group friend and client, was destroyed by a tornado on March 1st. The hospital serves a 10-county area; one of the most depressed regions in Georgia. Seimens is currently offering a free MRI in an online contest, and SRH wants to win this machine for its community.

To vote, just click on www.winanmri.com, view the SRH video and vote. You can vote once a day until Dec 31, both at home and at work. Please spread the word and thanks for your support!

So far, our online awareness campaign has resulted in 18,000 votes in one weekend!

Note: Hospital employees created the video on their own, with no professional help from Hayslett Group.