Larry Litwin's Public Relations Blog

From time to time, I include tips from the newest edition of "The Public Relations Practitioner's Playbook" available on www.authorhouse.com. To comment: larry@larrylitwin.com.

Today's tips are from the "fathers of public relations"...

PR Play 1-1 (Page 2)

Bernays’ Public Relations Functions

• To interpret the client to the public, which means promoting the client

• To interpret the public to the client, which means operating the company in such a way as to gain the approval of the public

• To act as a public service

• To promote new ideas and progress

• To build a public conscience

Edward Bernays – Crystallizing Public Opinion – 1923

PR Play 1-2 (Page 3)

Ivy Ledbetter Lee professionalized public relations by following these principles:

1. Tell the truth

2. Provide accurate facts

3. Give the public relations director access to top management so that he/she can influence decisions

To comment: larry@larrylitwin.com.

FYI

50 Social Sites That Every Business Needs a Presence on
This is reprinted and "snowballed" from © 2009 FOCUS. All rights reserved. The original source of this article is InsideCRM.com, part of the Focus network of sites.

To comment: larry@larrylitwin.com

By Inside CRM Editors

If your business limits its online presence to advertising banners and blogging, it's missing out. The Internet provides powerful networking opportunities that allow users to effectively target their audience by logging on to social sites like LinkedIn, Digg and more. Take advantage of these tools by asserting your company's presence online and reaching more potential customers, business partners and employees.

Social-Media/Social-Bookmarking Sites

Share your favorite sites on the Web with potential clients and business partners by commenting on, uploading and ranking different newsworthy articles. You can also create a member profile that directs traffic back to your company's Web site.

Reddit: Upload stories and articles on reddit to drive traffic to your site or blog. Submit items often so that you'll gain a more loyal following and increase your presence on the site.

Digg: Digg has a huge following online because of its optimum usability. Visitors can submit and browse articles in categories like technology, business, entertainment, sports and more.

Del.icio.us: Social bookmark your way to better business with sites like del.icio.us, which invite users to organize and publicize interesting items through tagging and networking.

StumbleUpon: You'll open your online presence up to a whole new audience just by adding the StumbleUpon toolbar to your browser and "channel surf[ing] the Web. You'll "connect with friends and share your discoveries," as well as "meet people that have similar interests."

Technorati: If you want to increase your blog's readership, consider registering it with Technorati, a network of blogs and writers that lists top stories in categories like Business, Entertainment and Technology.

Ning: After hanging around the same social networks for a while, you may feel inspired to create your own, where you can bring together clients, vendors, customers and co-workers in a confidential, secure corner of the Web. Ning lets users design free social networks that they can share with anyone.

Squidoo: According to Squidoo, "everyone's an expert on something. Share your knowledge!" Share your industry's secrets by answering questions and designing a profile page to help other members.

Furl: Make Furl "your personal Web file" by bookmarking great sites and sharing them with other users by recommending links, commenting on articles and utilizing other fantastic features.

Tubearoo: This video network works like other social-bookmarking sites, except that it focuses on uploaded videos. Businesses can create and upload tutorials, commentaries and interviews with industry insiders to promote their own services.

WikiHow: Create a how-to guide or tutorial on wikiHow to share your company's services with the public for free.

YouTube: From the fashion industry to Capitol Hill, everyone has a video floating around on YouTube. Shoot a behind-the-scenes video from your company's latest commercial or event to give customers and clients an idea of what you do each day.

Ma.gnolia: Share your favorite sites with friends, colleagues and clients by organizing your bookmarks with Ma.gnolia. Clients will appreciate both your Internet-savviness and your ability to stay current and organized.
Professional-Networking Sites

Sign up with these online networking communities as a company or as an individual to take advantage of recruiting opportunities, cross-promotional events and more.

LinkedIn: LinkedIn is a popular networking site where alumni, business associates, recent graduates and other professionals connect online.

Ecademy: Ecademy prides itself on "connecting business people" through its online network, blog and message-board chats, as well as its premier BlackStar membership program, which awards exclusive benefits.

Focus: Focus is a business destination where business professionals can help each other with their purchase and other business decisions by accessing research and peer expertise. Most importantly, Focus provides open, quality information for all businesses that is freely available, easily accessible, and community powered.

YorZ: This networking site doubles as a job site. Members can post openings for free to attract quality candidates.

Xing: An account with networking site Xing can "open doors to thousands of companies." Use the professional contact manager to organize your new friends and colleagues, and take advantage of the Business Accelerator application to "find experts at the click of a button, market yourself in a professional context [and] open up new sales channels."

Facebook: Facebook is no longer just for college kids who want to post their party pics. Businesses vie for advertising opportunities, event promotion and more on this social-networking site.

Care2: Care2 isn't just a networking community for professionals: It's touted as "the global network for organizations and people who Care2 make a difference." If your business is making efforts to go green, let others know by becoming a presence on this site.

Gather: This networking community is made up of members who think. Browse categories concerning books, health, money, news and more to ignite discussions on politics, business and entertainment. This will help your company tap into its target audience and find out what they want.

MEETin.org: Once you've acquired a group of contacts in your city by networking on MEETin.org, organize an event so that you can meet face-to-face.

Tribe: Cities like Philadelphia, Boston, San Francisco, New York and Chicago have unique online communities on tribe. Users can search for favorite restaurants, events, clubs and more.

Ziggs: Ziggs is "organizing and connecting people in a professional way." Join groups and make contacts through your Ziggs account to increase your company's presence online and further your own personal career.

Plaxo: Join Plaxo to organize your contacts and stay updated with feeds from Digg, Amazon.com, del.icio.us and more.

NetParty: If you want to attract young professionals in cities like Boston, Dallas, Phoenix, Las Vegas and Orlando Fla., create an account with the networking site NetParty. You'll be able to connect with qualified, up-and-coming professionals online, then meet them at a real-life happy-hour event where you can pass out business cards, pitch new job openings and more.

Networking For Professionals: Networking For Professionals is another online community that combines the Internet with special events in the real world. Post photos, videos, résumés and clips on your online profile while you meet new business contacts.

Niche Social-Media Sites

Consider linking up with one of these social-media sites to narrow down your business's target audience. You'll find other professionals, enthusiasts and consumers who are most likely already interested in what your company has to offer.

Pixel Groovy: Web workers will love Pixel Groovy, an open-source site that lets members submit and rate tutorials for Web 2.0, email and online-marketing issues.

Mixx: Mixx prides itself on being "your link to the Web content that really matters." Submit and rate stories, photos and news to drive traffic to your own site. You'll also meet others with similar interests.

Tweako: Gadget-minded computer geeks can network with each other on Tweako, a site that promotes information sharing for the technologically savvy.

Small Business Brief: When members post entrepreneur-related articles, a photo and a link to their profile appear, gaining you valuable exposure and legitimacy online.

Sphinn: Sphinn is an online forum and networking site for the Internet marketing crowd. Upload articles and guides from your blog to create interest in your own company or connect with other professionals for form new contacts.

BuzzFlash.net: This one-stop news resource is great for businesses that want to contribute articles on a variety of subjects, from the environment to politics to health.

HubSpot: HubSpot is another news site aimed at connecting business professionals.

SEO TAGG: Stay on top of news from the Web marketing and SEO (search-engine optimization) industries by becoming an active member of this online community.

General Social-Media Sites

The following social-media sites provide excellent opportunities for businesses to advertise; promote specials, events or services; and feature published, knowledgeable employees.

Wikipedia: Besides creating your own business reference page on Wikipedia, you can connect with other users on Wikipedia's Community Portal and at the village pump, where you'll find conscientious professionals enthusiastic about news, business, research and more.
Newsvine: Feature top employees by uploading their articles, studies or other news-related items to this site. A free account will also get you your own column and access to the Newsvine community.

43 Things: This site bills itself as "the world's most popular online goal setting community." By publicizing your company's goals and ambitions, you'll gain a following of customers, investors and promoters who cheer you on as you achieve success.

Wetpaint: If you're tired of blogs and generic Web sites, create your own wiki with Wetpaint to reach your audience and increase your company's presence online. You can easily organize articles, contact information, photos and other information to promote your business.

Twitter: Is a social networking and microblogging service that allows you to answer the question, "What are you doing?" by sending short text messages 140 characters in length, called "tweets", to your friends, or "followers."

Yahoo! Answers: Start fielding Yahoo! users' questions with this social-media Q&A service. Search for questions in your particular areas of expertise by clicking categories like Business & Finance, Health, News & Events and more. If you continue to dole out useful advice and link your answer to your company's Web page, you'll quickly gain a new following of curious customers.

Job Sites

If you want to secure high-quality talent during your company's next hiring spree, you'll need to maintain a strong presence on popular job sites like the ones listed below.

CareerBuilder.com: Reach millions of candidates by posting jobs on this must-visit site.

The Wall Street Journal's CareerJournal: The Wall Street Journal's CareerJournal attracts well-educated professionals who are at the top of their game. Post a job or search résumés here.

CollegeRecruiter.com: If your firm wants to hire promising entry-level employees, check CollegeRecuriter.com for candidates with college degrees.

Monster: Post often to separate your business from all the other big companies that use this site to advertise job openings.

Sologig: Top freelancers and contractors post résumés and look for work on this popular site.

AllFreelance.com: This site "offers self-employed small business owners links to freelance & work at home job boards, self-promotion tips" and more.

Freelance Switch Job Listings: Freelance Switch is the freelancer's online mecca and boasts articles, resource toolboxes, valuable tips and a job board.

GoFreelance: Employers looking to boost their vendor base should check GoFreelance for professionals in the writing, design, editing and Web industries.

Yahoo! Hot Jobs: This site is often one of the first places that job seekers visit. Post open opportunities and check out informative articles and guides to gain insight on the hiring and interviewing process.

Guru.com: Build your company's repertoire with top freelancing professionals by advertising projects on this site, otherwise known as "the world's largest online service marketplace."

The original source of this article is InsideCRM.com, part of the Focus network of sites.

From time to time, excerpts are taken from Larry Litwin's "The Public Relations Practitioner's Playbook" now 584 jam-packed pages.

The late, legendary editor and educator Ev Landers is listed in the acknowledgments. Professor Landers is credited with the "Foreword."

Here are his words (to comment: larry@larrylitwin.com)

Foreword

It seems a safe bet that the vast majority of college textbooks share the same destiny. Once their halcyon classroom years are over, it’s an indeterminate stop at a dusty attic bookshelf and then the ignominy of a garage sale or a recycle bin. That’s not much of an afterlife for all the sweat and anxiety that goes into crafting such books.

However, there is something about this particular book that not only makes such a dour fate unlikely but bodes well for it becoming a dog-eared addition to that small number of books aligned near your computer to be consulted again and in deciding how to deal effectively with some of the complex questions that arise daily in public as well as personal relations.

Essentially, this continuing, high-degree of usefulness separates this “Playbook” in general from other texts and handbooks – and specifically from others in the same field. Moreover, amid the tips and checklists that cut through the fog of indecision there is an underlying, time-honored philosophy that shines through: If you are going to become a public relations professional you first need to understand the importance of honesty and integrity in relations with clients and the public.

In this time when the morals and ethics of the public and private sectors of our society are under intense scrutiny, it would be hard to imagine any better advice. That makes this “Playbook” one for life as well as public relations.

Ev Landers
Adjunct Professor Temple University and Rowan University
Former Gannett Editor

[Deliver on April 19, 2009. To comment: larry@larrylitwin.com]

I am thrilled for all the graduates and award winners tonight.

I’d like to take a moment – or two – to respond to a question I often get. "Litwin," students will ask, "how did you develop your teaching philosophy, classroom and advising approach?

It all began at Parsons College in Fairfield, Iowa. Mrs. L – Nancy – and I are Parsons alums. And, we knew from Day One that if ever I were to teach college, I wanted to emulate the Parsons' Plan – an approach where professors were outstanding, engaging and available. They believed in the acronym H.E.L.P. Students must HEAR us so we can EDUCATE them to LEARN and…thus…be PREPARED to enter the world to serve. Yes, students come to us to LEARN and leave to SERVE.

Our professors were incredible. Many came to Parsons after being tenured professors at Yale, Harvard, University of Chicago, Northwestern and Michigan. They blended theory with the practical. They were demanding, but fair, as they prepared students for their future rather than the professor’s past.

Here is an example of just how responsive they were to their students: As many of you may know, I never missed a college class. That’s right – I never cut a class. But, as a senior, I faced a cross road.

Our college football team won a Bowl bid and I broadcast the games on the local ABC affiliate. To do the game, I would have to miss my final exams. Without even asking, my five professors had gotten together – on their own – and offered to give me my finals by telephone after I arrived in Texas. There was never a question in my mind that some day, if I taught college, I would be a "Parsons College Professor."

Another road that brought me here to Rowan is a vivid example of the definition of luck – preparation meeting opportunity. At 23, I got a job at ABC News in New York. My boss was Nick George, one of Edward R. Murrow’s boys – as they were known. Murrow – the quintessential broadcast journalist – known to some of you from the motion picture, “Good night and Good Luck.” Nick George taught me to write.

And then there was another mentor who parents and grandparents may remember, Howard Cosell. Howard was MY coach. He took this young
writer-reporter under his wing and taught me how to be an effective reporter.

And there was my engineer at ABC, Ralph Burgio. Many of you know of Ralph because together, we left ABC and came here to then Glassboro State College to earn our master’s degrees. Ralph passed away a few years ago, but his expertise in publication layout, graphics and writing are woven into my classes and throughout our two books. While I stayed at Rowan, Ralph went onto Roanoke College where he, too, was a student advisor. He was beloved by his students.

And here at Rowan, it was Dr. Don Bagin who GREATLY influenced both Ralph and me.

While I am stepping aside after many years with Rowan PRSSA, I want everyone to know that this has been ONE GREAT ride. It has been incredible for both Nancy and me. It has been our privilege – an HONOR and a PRIVILEGE – almost beyond words – to work with all of the students who are and have been Rowan PRSSA.

Good luck to all of you!

Field Interview by Antoinette Lee Schneider. Lee is now a Rowan University senior public relations major. (To comment: larry@larrylitwin.com)

As an assignment for my Introduction to Public Relations course, I had the opportunity to sit down and interview my Basic Writing professor Larry Litwin. I was excited to get to know how he got to where he is, today.

Professor Litwin has been involved in Public Relations since the beginning of his career and is still involved to this day - all while teaching full- and part-time. After reviewing Professor Litwin’s biography, I knew I would learn many new things from him.

He started his story by telling me his educational background. He attended Parsons College in Iowa where he earned a B.A. in Business Administration and then received his M.A. in Public Relations at Glassboro State College (now Rowan University).

While growing up, Professor Litwin’s passion was radio. Unfortunately, years ago when he was in college there weren’t many communication programs, which is why he got his degree in Business Administration. When he went to Glassboro State to get his Master's in Communication, he found his love for Public Relations. He has been involved in Public Relations throughout his career.

His first Public Relations job came soon after returning from Iowa with the B.A. It was with Writers Associates in Cherry Hill, N.J. There, he researched and crafted a lot of news releases for several clients. Some included Garden State Race Track, Peoples Bank, and the Jockey Guild Magazine.

This job lasted only a few months because he’s a loyal person and didn’t exactly enjoy working for different clients. And his boss didn’t have the patience for someone at entry level. However Professor Litwin later heard that the boss considered him one of his best and most efficient employees ever.

Professor Litwin then moved on and found a job in radio. While working in radio, he continued to do PR for Jockey’s Guild Magazine. The publishers asked him to stay on and help. Since he had a love for sports, he couldn’t refuse. He worked at three different radio stations (in Iowa, New Jersey and New York) before finding his next job in Public Relations.

While earning his M.A. at Glassboro State, he was hired as the college's assistant director of community relations. This job was so much better than his first PR job. It was a better experience for him. The atmosphere was more comfortable because good people surrounded him. Being surrounded by good people makes any job a lot more enjoyable. This was Litwin's first real taste of what Public Relations was all about. He didn’t find anything intimidating after working for the ABC Radio Network in New York City. That job really disciplined him and prepared him for pretty much anything that came his way. As much as he enjoyed working for GSC he left for a better salary.

Professor Litwin then started doing PR for the Haverford Township School District in Haverford, PA. He was Director of Community Relations. This was his first job where he was his own boss. He did everything from research, special events, planning to media relations.

After working in Haverford for two years he left to become Public Information Director for the Washington Township Public Schools in Gloucester County, N.J. Haverford and Washington Township had identical programs and were about the same size. Leaving Haverford to go to Washington Township wasn’t a difficult decision for him because Washington Township was so much closer to home. In fact, he said, “It was a seamless transition.”

Professor Litwin worked there for six years then decided to leave because his boss asked him to lie. Professor Litwin wasn’t going to tolerate deception or what he considered unethical behavior.

He then moved on to his “dream job” at KYW Newsradio in Philadelphia. He was a reporter, anchor and editor. It is ironic that he started working there because years earlier when he was living in Iowa, he was reading the "Philadelphia Evening Bulletin" and read that a Philadelphia radio station was going to become the first all news radio station in the country.

“I knew that day I wanted to work there," he said. Fifteen years later, I was offered the job.” Professor Litwin didn’t want to cover education, but they "tricked" him and he did so for 10 years and ended up loving it.

He decided leave after a change in management and philosophy – leaving on excellent terms. He felt the entire radio industry was changing – so it was time for him to make a change.

"They were covering softer news rather than the more important breaking news that I enjoyed," he said. After he resigned his full time position, he stayed on for about seven months anchoring on weekends while serving as Deputy Regional Director of Information and Public Affairs. His work covered five states and D.C. He was responsible for media relations, strategic counseling, research and budgeting.

He never worked with anyone with as much power as Labor Secretary Elizabeth Dole. She shaped public opinion as Labor Secretary. He left this job because he was again asked to lie about an investigation – not by Mrs. Dole, but by another superior.

Professor Litwin then opened a retail business in Cherry Hill, N.J. specializing in licensed athletic apparel called, "Hello, Sports Fans!" He was the president, CEO, CCO, and CIO.

"The business was built on what we do in Public Relations," he says. "The business was developed through relationship management and public relations."

He ran workshops for kids by bringing in experts and professional athletes to talk sports with the children and interact with them. He sold his business nine years later.

In 2000, Professor Litwin started teaching at Rowan University full time. He received early tenure in 2002. He’s currently the advisor for the Public Relations Student Society of America, PRSSA newsletter ("PRomo), and the student-run public relations firm (PRaction). He would rather teach because he can make a difference in his students’ lives. He wants to share his knowledge and experience with his students. He calls his teaching technique "edutainment – teaching through entertainment."

Professor Litwin is still involved in Public Relations for the Philadelphia Sports Writers Association, University of Florida, two law firms, and, until last year, the Mayor of Cherry Hill, N.J. He gives most of the money he earns consulting and from his two books to PRSSA.

Professor Litwin’s two books are – no surprise – about Public Relation. He wrote the first edition of “The Public Relations Practitioner’s Playbook” in 2002 because his students encouraged him to put all of his notes into book form. Then he authored the first edition of his second book, “The ABCs of Strategic Communication” in 2004. Numerous colleges and practitioners use the books.

Looking back on his career, Professor Litwin wouldn’t change anything. He wouldn’t know what he knows today if he took a different route. He believes that things happen for a reason.

He believes the best piece of advice to give to an aspiring PR student is to be a good listener and be a sponge and absorb as much knowledge as you possibly can. "Use all of your tools to become an outstanding strategic writer."

He also knows that speaking well, being a critical thinker, and being an outstanding writer are skills a Public Relations student should master.
His proudest moments in his career are each time Rowan’s PRSSA won the Outstanding Chapter of the Year Award – and its happened three times in the last six years (the same college or university can’t win it two consecutive years) and also winning the PRSSA Plank Ethics Advocacy Award this year.

Winning these awards means a great deal to him because it shows that passing on his wisdom and experience to his students goes a long way.

I’m so appreciative of Professor Litwin for taking the time to tell me about his journey on how he got to where he is today. He’s definitely the most successful, honest, down to earth person I have ever met. He has high standards and ethics, which I admire very much. Just by interviewing him I have learned so much. I can certainly say that what I’m taking away from this interview is that determination and motivation will get you anywhere you want to be in life. I have Professor Litwin to thank for showing me that anything is possible.