Lead Through Crisis; Don’t Spin!
Six Simple Steps to Begin Your Marketing Strategy
By Andrea Lynn, Marketing Communications Manager For many, the concept of creating a marketing automation strategy can be mighty intimidating! We all vaguely know we need one…hopefully someone is posting on social media and placing some ads, right? Effective marketing goes far beyond piecemeal efforts; to fully activate your channels, it takes true engagement, oversight and strategic thinking. Where to begin? By following these six simple steps, you’ll be well on your way to developing and implementing a true marketing strategy: Create measurable goals. What are your business goals? Be SMART. A S.M.A.R.T. goal is defined as one that is specific, measurable, achievable, results-focused, and time- bound. Keep your business goals simply written and clearly defined. Accountability is key! Assess your audience. Who is your business trying to reach and what is the call to action? Your message points should be tailored to each market and tied back to your business goals. Check out the competition. What are your competitors doing to achieve similar results? Pay attention to the marketing platforms they use – are they active on social media? If so, what channels? Are they in the news? Is their message consistent across social media, PR and their website? Create core messaging for your brand. When crafting your message, keep it short and easy to understand. Personalize it. It is important to connect with your industry’s audience. Remember, the most important message is the message received! Make your message worth sharing. Nowadays, the “human interest” factor is more important than ever, particularly in the news and within relation to social media algorithms. Why should your audience pay attention to YOUR message? Bring value and tell your story with relevancy. Not a sales pitch! Pick your platform. With ever-evolving technology, it is impossible for most companies to have a presence everywhere. Focus on the platforms that will help you influence your audience. For example, if you’re targeting C-suite professionals, LinkedIn will be a valuable marketing tool. However, if you’re looking to reach the media, you should use Twitter and email, and consider creating a press release…but, that’s another blog! I hope these steps begin to shape your thinking about laying the foundation for your company’s marketing strategy. If you need help, please feel free to contact me at andrea.lynn@fallstongroup.com or 410.420.2001. You can learn more about Fallston Group’s strategic marketing & PR services by clicking here.
Top Tips to Improve Company Safety & Security
By Frank Barile, Safety & Security Director of Fallston Group Being a leader in today’s business world is not easy. There are many things you need to worry about outside of business growth and profitability; safety and security is one of them. The first order of business leadership is to provide a safe place to work, both physically and emotionally. What are three simple things you can do to actually make your employees safer? We recommend you adhere to the acronym, SCAR. What does it mean? Quite simply, SCAR stands for: See the world around you — in today’s world we are distracted, and when we are distracted we are much more vulnerable. Pay attention to your surroundings at all times as your environment provides many clues about your level of safety. Control Access — as a business owner, you must be aware of who’s coming in and out of your building. Make sure your doors are secured, and all access points are tightly controlled. Restrict access — locking your interior doors and cabinets is an easy way to ensure not everyone has access to private areas within your business. Making sure your employees are properly credentialed, and that those credentials are displayed at all times, will help ensure violators can be easily identified. By following these three easy tips, you’ve already improved your company’s security! Want to take business safety and security to the next level? Schedule a conversation with our team by calling 410-420-2001, emailing info@fallstongroup.com or learn more about our services here.
One Crisis Espresso, Please!
by Rob Weinhold, Chief Executive of Fallston Group Social media attack, bad press, investigation, litigation, data breach, sex scandal, economic downturn, discrimination, mismanagement and, tragically occurring with greater frequency, active shooter situations…the list goes on and on. Life comes at you fast, and there’s one irrefutable certainty: the issue isn’t “if,” but “when” crisis will come knocking on your door. Crisis came pounding on Starbucks’ door recently, with sonic, viral velocity. When two black men were arrested in a Philadelphia Starbucks, chief executive officer Kevin Johnson didn’t pass the buck or glide over the incident as an unfortunate misstep. He promptly said, “I own it. This is a management issue, and I am accountable.” He went on to call the arrests “reprehensible.” But what does being accountable mean? After observing hundreds of organizations in crisis over the years, many opt to provide lip service and simply make it through the next day’s news cycle until some other company assumes the daily crisis crown. In fact, many leaders say and do nothing…a spiraling disaster. Note Fallston Group’s mantra: “If you don’t tell your story, someone else will. And, when someone else tells your story, it certainly won’t be the story you want told!” Johnson is choosing to tell the organization’s story, and often. Starbucks has given a strong response since the start of their crisis. Leadership is visible, on message, on many media platforms and passionate – their primary and secondary spokespeople are believable and appear staunchly committed to long-term change. Both Johnson and founder and chief executive, Howard Schultz, are withdrawing huge sums from their reputational piggy bank. By the way, Starbucks is a $22 billion company and so far, stocks have remained steady. This is a function of true leadership and aligned marketplace confidence. I firmly believe reputation equals trust, trust equals valuation. Starbucks’ leadership announced the closure of all 8,000 company-owned stores in the U.S. on May 29 to train 175,000 employees about racial bias. The best decision was engaging training guidance from former Attorney General Eric Holder and a key member of the NAACP. Even though Starbucks already has a very capable, diverse board, leveraging its outside network is a critical, effective strategy – inclusion enhances credibility. However, training is just the first step. The initial training should be followed by routine assessment, policy development, rigorous ongoing training and modeled behavior. All these elements must be coupled with inclusionary leadership development and decision-making. It’s about long-term organizational change. Crises cost time, money, customers and ultimately, your career. After decades helping people during life’s most critical times, I’ve come to realize that crisis is not to be feared. In fact, crisis can be a growth strategy. And growth doesn’t always show up in a stock price…in this case, this incident will be the springboard for a more equitable corporate setting and inclusionary customer experience. Once stabilized, crisis should not be relegated to the rear-view mirror with an exhale of relief. It is an opportunity to continue to climb the chairlift; this is where real substantive change is created. Remember: reputation equals trust, and trust equals valuation. When you understand this key component of leadership, crisis is no longer just something to “get through.” It is a unique opportunity for you to guide your company to a more brilliant and prosperous future. Everyone will be watching, Starbucks…so far, you are doing the right thing. But, don’t fall off the chairlift! To learn more about crisis & issue leadership offerings at Fallston Group, click here or contact us at 410-420-2001.
Patrick Seidl Joins Fallston Group as Strategic Communications Coordinator
Fallston Group, the Baltimore-based, global reputation agency, is pleased to announce Patrick Seidl has joined its team as strategic communications coordinator. Seidl brings five years of marketing, communications and fundraising experience as well as a background in planning and executing large-scale events. In his new role, Seidl will support Marketing Communications Manager, Andrea Lynn, in the company’s marketing and public relations work for clients nationwide. “Patrick was impressive from the moment our team first interacted; I’m very happy he chose Fallston Group. His passion for people and sense of mission will carry through in his new position. We are looking forward to integrating Patrick into the daily work flow and utilizing his unique skill-set to over-deliver on client goals. He will make an immediate and valuable difference,” says Fallston Group Chief Executive, Rob Weinhold. Prior to joining Fallston Group, Patrick was communications and development coordinator for the Maryland Court Appointed Special Advocates (CASA) Association, a statewide nonprofit that trains community volunteers to advocate for victims of child abuse and neglect. While there, Seidl was responsible for all the organization’s internal and external communications activities and provided marketing and public relations support to 15 local CASA programs serving children throughout the state. Previously, Seidl interned at the Boys & Girls Clubs of Metropolitan Baltimore’s executive office in Baltimore. An Anne Arundel County native, Seidl holds an undergraduate degree in family & human services from Towson University with a concentration in nonprofit management and a minor in business administration. He is a member of the Baltimore Public Relations Council and currently resides in Mount Vernon, Baltimore. For additional information about Seidl or Fallston Group’s services, contact Marketing Communications Manager Andrea Lynn at 410.420.2001 or by email at andrea.lynn@fallstongroup.com.
Quality Active Shooter Training Save Lives
According to USA Today, last year was the deadliest year for mass shootings in more than a decade. One could even deem 2017 the deadliest year for mass shootings in modern U.S. history: two of our country’s five deadliest mass shootings ever occurred in the span of just 35 days. As the new year approaches, it is essential your company is prepared for the worst – it is not negotiable. Fallston Group believes not all training is equal and real-world experience is what truly matters; this is especially true when it comes to active shooter training. When your organization is searching for active shooter training, take time and vet the instructors who will provide the actual training. Key questions to ask before booking an active shooter training: Are the instructors certified to teach? Specifically, are they certified to teach active shooter response strategies? What body are they certified through? Finally, ask for the bios of the instructors teaching the class. You want the “best in class” to protect your most important asset – your people. If your company is ever sued for liability after an active shooter event occurs on your property, you can be assured the jury will want to know everything about the training you provided. Don’t just put a check in the box by putting your people through the paces with unqualified instructors. Fallston Group’s instructors have been certified nationally through the National Tactical Officers Association (NTOA) since 2001 in Active Shooter Response, and have taught military, law enforcement and private sector organizations for more than 18 years. Additionally, we have operational experience dealing with real-world active shooter events. Make certain your organization is trained by qualified experts who know how to save lives and provide an important level of defensibility in court – not only is it your responsibility, it is the right thing to do! To learn more, contact Fallston Group at 410.420.2001 or info@fallstongroup.com, download our active shooter training information and visit https://fallstongroup.com/
Fallston Group Chief Executive Rob Weinhold named 2017 Most Admired CEO by The Daily Record
Baltimore-based Fallston Group, a global reputation agency, is pleased to announce that Rob Weinhold, the firm’s chief executive, has been named one of Maryland’s 2017 Most Admired CEOs by The Daily Record. The Daily Record created the Most Admired CEOs awards program to recognize talented business CEOs and nonprofit executive directors throughout Maryland for their leadership and professionalism. The winners were selected based on professional accomplishments, community service and letters of reference submitted by co-workers, board members and community leaders showing the CEO’s leadership and vision. “To be a Most Admired CEO means that you have gained the respect and admiration of those around you. It means you are making a positive impact on the lives of others,” said Suzanne Fischer-Huettner, publisher of The Daily Record. “Our honorees this year were nominated by co-workers, community organizations and other leaders not just for their professional achievements but because they are truly admired by their peers and employees. The Daily Record is pleased to recognize their leadership in our state and beyond.” After several decades of private and public sector leadership service, Weinhold launched Fallston Group in 2009 to continue his career mission of helping organizations during life’s most critical times. Throughout his career, Weinhold has been recognized for his unique ability to lead by creating vision and building consensus across diverse stakeholder bases, even during the most sensitive of times. He is routinely called upon by members of the national and local news media to provide perspective on crisis leadership, public safety and communications. Weinhold holds a graduate degree (MSM) from The Johns Hopkins University Carey School of Business and undergraduate degree from the University of Baltimore. He is nationally published (The Art of Crisis Leadership) and has trained and lectured in a variety of professional and academic settings on the topics of crisis leadership, communications, media relations, and public safety and security. “Receiving recognition as one of Maryland’s most admired CEOs is an unexpected honor and privilege. I was incredibly humbled to learn of the nomination and even more grateful to fully understand the true positive impact we have on our clients, partners and one another, each and every day,” said Weinhold. He adds, “Our team’s foundational mission is to help people during life’s most critical times. This prestigious award, and its supportive submissions, serve as career validation. I am grateful to have been honored among so many innovative, purposeful leaders.” Weinhold was honored in the category of Private Company with 50 or Fewer Employees at the annual Most Admired CEOs award dinner organized by The Daily Record on Thursday, November 9. Additional winners were chosen in the categories of Circle of Leadership, Nonprofit Less Than $10M in Annual Revenue, Nonprofit More Than $10M in Annual Revenue, Private Company with 50 or Fewer Employees, Private Company with 51-149 Employees, Private Company with 150-499 Employees and Private Company with More Than 500 Employees.
Can You Spot Fake News?
By Kathy Walsh, Director of Marketing Recently I attended the Public Relations Society of America’s International Conference in Boston and one of the sessions I attended focused on the topic of fake news. This post highlights some key takeaways shared by co-presenters Lisa Arledge Powell of Ohio-based MediaSource and Robert Mackle, Director of Media Relations for OSU’s Wexner Medical Center—but first, let’s take a look at what “fake news” truly means and why the term has become so popular. Fake news extends far beyond traditional media outlets such as newspapers and television. Today, more people than ever are getting their “news” from social media or social sharing sites where the sources are far harder to identify, verify and control. Fake news can be categorized as the following: Satire that is being misinterpreted as real news. Bait and click headlines that don’t reflect the facts. Legitimate mistakes. Intentionally deceptive content. Understanding each of these categories allow you to be 1) a more informed consumer of news, 2) a better resource to your followers by only sharing legitimate content and 3) more savvy in how you react and respond to any fake news surrounding your company or brand. One example the PRSA session presenters highlighted was a recent fake news story alleging that Budweiser was pulling its NFL sponsorship in light of the National Anthem controversy. Rather than denying the reports, Budweiser recognized an opportunity to engage with its audience and ask them directly whether the company should continue to support the NFL. The company set up a hotline for fans to voice concerns, and ultimately, based on fan feedback, decided to retain its sponsorship deal. Fear of fake news extends beyond the average news consumer – even today’s journalists are concerned. According to public relations and media software company Cision’s 2017 Global Social Journalism Survey, some 51 percent of respondents feel that fake news is a serious problem in their industry. According to Cision, not only are political reporters concerned, nearly half of those in the journalism profession worry about fake news, particularly those covering business and other industries. So, what can YOU do to be prepared to recognize and respond to fake news? Here are quick tips to help spot what’s real and what’s not: Read more than just the headline, which is designed now more than ever to hook you. Increasingly, some journalists are financially incentivized for the number of readers who click through to read the full article. Assess the legitimacy of the source. One simple tool I learned is “domain authority,” which is used to weight websites in search rankings and is tied to the number of inbound links to the site from other websites. You can find domain authority rankings from 1-100 (with 100 indicating the highest authority) on sites like Moz’s Open Site Explorer. By way of perspective, cnbc.com has a rating of 95 while Bloomberg.ma (set up to confuse people into thinking it’s the real Bloomberg site) has a rating of 1 and the excite247.com site shown above has a rating of 14. Keep an eye out for Facebook’s new context button announced earlier in October and being piloted right now. Users will see an ‘i’ button on articles in their News Feed that, when clicked, will reveal a publisher information panel with information on sources and an option to “follow the publisher’s page, view trending or related articles, and see how that article is being shared on the platform itself.” Use sites like Snopes.com to verify the accuracy of certain statistics, news and other facts. Snopes is one of the oldest and most reputable sites for statistical verification and is always a good place to start. Whether your company or brand is the target of fake news or if you don’t become one, feel free to reach out to me to discuss your concerns. I’ll make sure you have a plan in place to protect your reputational equity you’ve worked so hard to build. Your credibility and public trust depends on it! You can reach me at kathy.walsh@fallstongroup.com or by calling Fallston Group at 410.420.2001.
Rachel Barile Joins Fallston Group as Client Relations Coordinator
Rachel Barile Joins Fallston Group as Client Relations Coordinator Agency in growth mode; invests in strategic business development hire Fallston Group, the Baltimore-based, global reputation agency, is pleased to announce the addition of Rachel Barile as client relations coordinator. Barile is a recent graduate from Temple University in Philadelphia, Pennsylvania, where she studied strategic communications and public relations. Prior to joining Fallston Group full-time, Rachel interned for the strategic marketing and public relations team during the summers of 2016 and 2017. In her new role, she will work with Fallston Group to develop and enhance new and existing client relationships, as well as assist the core vertical of business. “Rachel embodies what every organization needs – a motivated, optimistic person who wants to continually learn, contribute and achieve at the highest levels. A graduating professional of Rachel’s caliber has many opportunities; we are delighted she chose Fallston Group,” says Fallston Group Chief Executive, Rob Weinhold. While studying at Temple University, Barile was a four-year Division I athlete. She was a member of the women’s lacrosse team where she earned both academic and athletic honors, including being named to the IWLCA Division I Academic Honor Roll and the BIG EAST All-Academic Team. A native of Harford County, Maryland, Barile holds a bachelor of arts in communication and media studies with a concentration in public relations. She is a member of the Baltimore Public Relations Council. She currently resides in Maryland. For additional information about Barile or Fallston Group’s services, contact Marketing Communications Manager Andrea Lynn at 410.420.2001 or by email at andrea.lynn@fallstongroup.com.
Let Your True Colors Shine Through
Three years ago, I was introduced to a personality workshop originating from a company called “True Colors® International.” I confess, my initial reaction was to heave an inner sigh at having Cyndi Lauper’s song, “True Colors,” immediately stuck in my head. I was also skeptical. I have taken a number of personality tests and enjoyed them all, but found them difficult to apply to my everyday life…walking away with a list of personality type initials or percentages of categories I fall under in my career path was interesting, but not particularly memorable or applicable. I am happy to say True Colors proved to be a unique experience, so much so that I not only apply the principles I learned on a daily basis, I chose to become a certified facilitator and am now passionate about passing my knowledge onto others. Why is True Colors different? In a nutshell, it goes beyond an assessment – after you learn your own personality color spectrum, you are guided through a variety of fun team-building exercises that give you the tools to implement better communication and interaction in your workplace, and at home. It is also easy to understand; your personality is categorized by blue, green, gold and orange. What is the actual value? True Colors is utilized in many ways, but I categorize workplace application into two groups: organizational culture and leadership guidance. For example, when I previously worked at a high performing nonprofit, I conducted a monthly True Colors workshop at new employee orientation. This practice establishes communication and workplace culture expectations from an employee’s first week on the job, and ingrains the lingo into daily conversation. For example, your company’s “blues” may not get along with your “oranges,” but they will understand why they tend to have disagreements, and how to approach colleagues who think and operate differently at work. I have also taught workshops to groups comprised of executives, managers and supervisors. These leadership workshops include insight on how your employees may view your leadership style, and what tactics to employ to better manage employees based on their personality. I love True Colors because it embraces diversity – each personality color adds value to the workplace, and we all have shades of each color within us. The workshop identifies intrinsic values, motivations, sources of self-esteem, causes of stress, communication and listening styles, social skills, learning styles and much more. This method also has a more than twenty-year history of success with companies such as Ford, Kraft and JC Penney. Have I piqued your interest? Please feel free to contact me at Fallston Group at 410-420-2001, andrea.lynn@fallstongroup.com or request a True Colors workshop event date here.
