{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"012 - Roll up your sleeves and get in the trenches - Megan Driscoll of EvolveMKD","description":"Founder and CEO of EvolveMKD As a business owner, she likes controlling her destiny, who to work with, who to hire, how to invest in the business, and whether to expand. How she fell into a career in public relations, intern boss suggested it. Loves how dynamic working in PR is and how you get to \u201cpeek into\u201d and get a behind-the- scenes view of other industries and companies. Likes: You have to continue to learn and grow. You will always be challenged. As technology changes and, how we consume news and media also change, you have to adapt. The importance of balancing the needs of your organization, your clients, and the media. Advice: Early in your career, recommend people get well-rounded, diverse experience, rather than immediately get pigeon-holed (e.g., digital, media, writing press releases, handling budget, developing strategy, etc.). Courses recommended: Take writing classes (e.g., business writing), \u201cIf your best-foot- forward includes typos, that\u2019s not good enough.\u201d Accounting (get comfortable with numbers), financials, \u201cYou have to have an understanding and appreciation for math.\u201d Frustrations in the PR field: Lack of education among potential clients, who don\u2019t know what PR is now (it\u2019s changed: digital), working with clients to broaden their understanding of what PR encompasses; PR can be used for evil as well as good (current politics); Strong PR people are a voice of reason. The importance of reputation management: \u201cOur job as communications professionals is to gently remind business leaders that you can say whatever you want, but if you don\u2019t have the proof to back it up, you shouldn\u2019t be saying it.\u201d Our job as communication specialists is to ensure the business folks have thought through what they want to say and how they should act. \u201cGood PR people want their company or client to speak the truth; that\u2019s an important part of the job.\u201d Some clients can be short-sighted. \u201cThe energy you put out there, the words you put out there, the actions you put out there carry weight and have business implications.\u201d How she advises business leaders: You can\u2019t just talk the talk, you have to walk the walk. Think about what is behind a clever or fun campaign; what will you need to do to reinforce the campaign\u2019s message. Education about how media relations and social work together. What do your leadership teams look like? Do they reflect the consumers you\u2019re trying to reach? \u201cIf you don\u2019t interact with the people you\u2019re trying to sell to, how can you have an effective strategy?\u201d Genius PR move: Alyssa Milano\u2019s support for the #MeToo movement on social media to drive real, meaningful discussion. Dumbest thing you\u2019ve seen in PR: United Airlines\u2019 handling of removal of a passenger from a plane and the communications follow-up. How they could have better handled it. When a company gets it wrong, but handles the aftermath well: Alaska Airlines\u2019 prompt, on-target handling of Randi Zuckerberg\u2019s complaint about sexual harassment by a fellow passenger. They took immediate accountability, were public about it, and resolved the issue in a classy way. Just because you make a mistake, doesn\u2019t mean you\u2019re doomed, but you do have to own the problem and proactively solve it. This keeps a mistake from turning into a huge scandal. Most PR crises start as operational issues that are mishandled. What does the future hold for PR and marketing? PR and social media are so intertwined that they will require integrated communication strategies. Communications must be integral in order to truly have a positive reputation. Must-have tools: Cell phone, laptop, Cision, access to social media platforms (Twitter is a great resource for understanding what stories reporters are working on and for following the news, as well as what competitors are doing), Mophie battery packs to keep mobile devices charged. Social media for research: Twitter, private groups on Facebook to stay engaged with other communications professionals and journalists, as well as Instagram. Helping clients avoid the shiny object syndrome: Everyone wants to be on Snapchat, but just because it\u2019s new doesn\u2019t mean it will fit. Unless you\u2019re trying to reach teens and those in their early 20s, it\u2019s probably not right for you. Snapchat is not the tool to sell anti-aging products. Facebook might not be cool anymore, but it might be right depending on who you\u2019re trying to reach and to what effect. \u201cHaving great media relationships isn\u2019t enough to be a great PR person, you also need to understand the consumer your client is trying to reach.\u201d That will identify the appropriate media and engagement activities. Current projects: Had a client (Lia Diagnostics) who won TechCrunch\u2019s Startup Battlefield at Disrupt 2017 in Berlin with the first major update of the pregnancy test since it was created in the 70\u2019s. Also working with Merz USA, another client, on a partnership with Christie Brinkley. Words of wisdom to new college grads: \u201cBe ready to work.\u201d \u201cRoll up your sleeves and get in the trenches.\u201d You grow and learn by having a lot thrown at you. www.evolvemkd.com Instagram Facebook Instagram: @megankcraig Twitter: @mkdrisco Look for her book coming out in Spring 2018! ","author_name":"Better PR Now with Mark Phillips","author_url":"http:\/\/betterprnow.com","html":"