"Go Do Your Job" Syndrome--and Invitation to Webinar

It’s your first week on the job and you’ve managed to find the coffee, remember your cube neighbor’s name, and find your office without getting lost in the maze of hallways. But what about the job you were hired for? Without warning, the CEO stops by your office to let you know that the company has just signed a deal and he wants you to “get press” on it. Now.

After a few questions, you find out this so-called deal really doesn’t impact anyone. One of those “agree to love you” deals that offers nothing tangible. But it’s your job to “get press” on this non-announcement.

So you're supposed to, ah, do your job. Well. You’re new and don’t want to upset the guy at the top, but you know this is the type of release that will just float aimlessly in cyberspace on sites that nobody sees or cares about. As John Keating said to his students, “Carpe, carpe diem. Seize the day boys. Make your lives extraordinary.” You can make yourself stand out. Seize this bogus announcement as an opportunity.

Praise and admiration go a long way, so it’s definitely your job to compliment while proving your point. Demonstrate your knowledge by researching the partner company, understanding their business. Perhaps an event that brings together like customers? Or a Webinar addressing an issue others want to learn about? Think of something that actually engenders interest.

Once you’re prepared, go to the CEO and congratulate him on this great new partnership you’re looking forward to helping the company leverage. Instead of bashing the “get press” and “circulate a press release” idea, dive right in and explain your idea of hosting a joint Webinar that will address an issue of concern and will be mutually beneficial. Explain how this will have an impact on your clients. Let the CEO know you can acknowledge the partnership internally with staff and on your site. Be prepared for questions and have your answers ready. Don’t forget – this is your opportunity to shine. Demonstrate your knowledge of your company and what success means to them.

If the table turns and the C-guy agrees but still wants that press release, explain how the announcement alone is not “news” and that by taking the time to develop media lists, send out, and follow up will take you away from work that really will have an impact. Further, you’ve developed strong relationships with reporters. Ask if it’s worth it to tarnish these relationships by providing reporters with information they aren’t interested in. The more ammo you have to support your stance, the better. Push!

For those not actively engaged in public relations, the concept of “getting press” is often foreign. Either they freely defer to those that handle PR, or they aimlessly fire off requests without realizing that their suggestions won’t hold up to the scrutiny of a newspaper editor. It’s your job – and yes, your opportunity – to educate them and demonstrate your knowledge to showcase your value. Don’t get upset. Don’t take it personally. Often, they just don’t know any better.

Be a shining star—not a whiny burn-out bulb. Step up to the challenge and prove your worth. Be that guiding light they’ve been missing--obviously!

With that I’d like to let you know that I will be holding a Webinar, co-hosted by Susan Jacobsen, on October 6 at 2 pm! It’s called “What Your Clients Don’t Know Will Hurt You!” and there are more details at http://tinyurl.com/clientsarenotgods.
Come join us.

Twitter @laermer