YouTube: Not Just for Cat Videos

Still cresting the wave of an Easter Sunday jellybean sugar-high (extended in duration on account of Monday morning coffee consumption), I find myself probing the net and mulling over potential topics for this edition of PR/PR’s blog. The brain is a finicky organ, as much of the time my topics are derived from pacing the hallways or clicking random web-links until something strikes me as blog-worthy. This morning, it was perusing YouTube for Parks and Recreation clips (specifically Ron Swanson) when it hit me: employing YouTube as a viable weapon in a professional speaker’s arsenal, and the immediate spark it can provide to your career.

Contrary to popular opinion, YouTube does not exist merely for viewing videos of cats playing piano. Since Google’s acquisition in 2006, the online broadcast website has undergone an extremely corporate-friendly shift, providing a practical outlet for professional speakers. The ability to immediately post keynotes and workshops to the masses (and simultaneously post the YouTube link across your social media cache) has branded the site as a stout contender in the realm of creating and sustaining business online.

When booking speaking engagements in the past, there was a lot of snail-mailing DVDs of previous speeches, creating a palpable lag in locking down business. With the explosion of YouTube, meeting planners can now access your keynotes with a simple name search or point and click. This means a wider audience, and lack of delay in getting your message in front of the decision makers who will potentially sign your checks.

Like it or not, we are an Internet-driven society, and a distinct presence on every online platform is not just necessary: it’s make or break. Why put in the legwork of crafting relationships and building a network to increase your speaking gigs when a Google search returns no evidence of your keynoting acumen? Your qualifications may look terrific on paper, but this is often trumped by the accessibility of others’ video-evidence on YouTube.

Every professional with visually-driven content should have a YouTube channel. The new HBO film Game Change outlines the McCain campaign’s process of selecting Sarah Palin as the VP candidate in 2008. How did campaign manager Rick Davis begin this endeavor? By viewing Palin’s interviews on YouTube and determining she was a political star in waiting. If candidates are being selected for the second-highest office in the land via online-video, annual corporate meeting keynote speakers are, too.

PR Landmines: Can They Blow Up In Your Face?

Millions and millions of dollars are funneled into accounts funding presidential campaigns.  Literally an incomprehensible amount of dough; I’m talking “Scrooge McDuck diving into a swimming pool full of gold” level of cash.  In spite of this monolithic monetary investment, seemingly every four years a fringe element or associate of a candidate comes to light and threatens to derail the entire operation.  This week we learned of Rick Perry and his errant (and frankly, abhorrent) judgment regarding namesakes of his personal property;  in 2008 the upheaval surrounding Jeremiah Wright and William Ayers jeopardized Barack Obama’s historic campaign.  When investing multiple lifesavings in such a massive undertaking as public office, why wouldn’t you properly vet your constituents?  The same principles apply in publicity, and they can make or break your career.

The old adage, ‘guilty by association’ is the most succinct and accurate way to convey this point.  The people around you can sink you just as quickly as they can lift you up, and the media’s magnifying glass intended to promote you can easily turn you into a mere sidewalk ant on a sweltering summer day.  Before you embark on a public relations campaign and place your name (and finances) under the microscope for the masses to scrutinize, ensure you have your proverbial ducks in a row, including those you align yourself with.

In our instant-update, smartphone-dominated society, one casual misstep or verbal gaffe can send a burgeoning career into a tailspin within minutes.  The funds allotted to promote your image become your financial lifeboat designed to defend it.  Suffice to say, it’s not an enviable position to find yourself in. 

When Howard Dean went on his infamous vocal rant in 2004 describing his Sherman-esque scorched-earth march to the White House, he only had to stare into the mirror to view the arbiter of his political unraveling.  After adorning a Kevlar helmet and resembling a mystified child playing tank gunner in 1988, Michael Dukakis’ first step should’ve been to eliminate every handler who felt this harebrained photo-op was a good idea.  Although juxtaposing instances, they share a common thread: ultimately, at the end of the day: you possess the final word in the decision making process, and if faulty, you will be the one who takes the loss.

To avoid potential public relations landmines, meticulously evaluate every nuance of your campaign - from the semantics of a prepared statement to rogue former alliances - which may contribute to your downfall.  Communicate the importance of brand and name stability to your inner circle, and keep a tight lead on any extraneous variables that may denigrate your marketability: your career and bank account depend on it.

 Carter Breazeale

 PR/PR Public Relations

Solitary Confinement: Why One Major Placement Won't Make Your Career

The fantastic film, That Thing You Do!, describes the whirlwind story of a fledgling band coping with newfound stardom after the release of their first radio single.  Hoping to avoid the pitfalls of the ‘one hit wonder,’ the movie depicts the background legwork necessary to advance and uphold a career beneath blinding spotlights.  Although a work of fiction, That Thing You Do! practically parallels the daily operations necessary when cultivating a career.

In our recent blog post we touched on the benefits and detractors to one large ‘splash’ as opposed to many placements in specialty publications.  Every single one of us has contemplated the day our big break comes, and how we will handle the influx of attention and the rapid shift in our lives.  The media is a fickle creature; without a constant stream of publicity, there is a tendency for overexposure on a single topic and a quick career flame-out.  When aligning yourself with the, ‘What have you done for me lately’ crowd, the key is to remain relevant. 

A common byproduct of a solitary placement is an unfortunate pigeon-holing effect.  As a professional speaker, author or expert, you should shoot for the widest audience possible to receive your message.  While you may gain notoriety for ‘that editorial in the Chicago-Tribune two years ago,’ the point is moot when the message no longer matters.  Unfortunately, bragging rights don’t pay mortgages.

Do not let fifteen minutes of fame eclipse the potential for a lifetime of sustained achievement.  It is imperative to stay in the public’s eye and remain a viable go-to source in a variety of media.  A page-long article in TIME magazine is an enormous accomplishment, but many of the publications errantly deemed ‘small-time’ have circulations that reach conference rooms and board meetings across the country, as well.

Everyone enjoys the occasional ‘one hit wonder’ shower sing-along, but no one is blasting ‘Never Gonna Give You Up’ through their car stereos at major intersections with the windows down.  Your ability to perpetuate your public image is your lifeblood:   don’t make it THAT thing you do, make it THE thing you do.

-Carter Breazeale

PR/PR Public Relations