Darn Good Advice

Sometimes you read an article and think, “yes” to a few takeaways. You remember some, you incorporate some and you leave some behind. Other times you read something and you think, “yes, to all of the above”.

When I came across this Entrepreneur article I couldn’t deny that it really encompasses all the things I believe strong PR initiatives require today. But, before you hire a scantily clad woman with unbelievable proportions to grace your social media with a dozen filters to show your ability to hire an influencer, I implore you to do A LOT of research (or ask someone who is willing) on what an influencer is for your specific brand. And, at the very least, make them relatable & authentic for your specific goals.

There are several takeaways here, https://www.entrepreneur.com/article/402683, but I just wanted to clarify that specific point because the water isn’t clear and there are a lot of organizations doing this poorly, to their demise—from a financial standpoint to a branding standpoint—and the right influencer will add to your communications goals without being confusing to your audience or burying your team in unrequited costs.

Coming Soon…

We’ve been asked to support countless initiatives over the years & we’ve been involved in a host of projects we never dreamed we’d get to be a part of. Of note, in 2016 we sat in a final planning meeting for a pro bono project and the client wavered at the last minute, asking us to create a production company to run the entire event right before the launch. So, instead of simply serving as the PR agency of record, we were responsible for the entire event from top to bottom. It was a bit terrifying, but thrilling was it was over, and led to many of our most incredible moments as an agency.

Over the years we’ve successfully built a community with reach around the world and hosted an international festival, among other accomplishments we’re incredibly proud of, all because we said yes to something new. My most earnest wish since that fateful day in 2016 has been that we could replicate that situation in the future. 

Over the years we’ve learned to say yes to opportunities we might not have considered, like the one above. Ironically the post I wrote last month, about our dear friend Stan Zimmerman, was the same person we said “yes, and” to right afterwards. 

We wanted to help him bring a play to life, and Stan asked us to produce it. This one is a very important one and we are honored by the ask. We said, “yes, and” we’ll do our best to raise money for the right non-profit along the way. 

We’ll share more in the coming weeks, but the exciting part is that it led us to something we’ve talked about for quite some time. We’ve been planning to add on events & retreats to the Seedling brand for the past few years, but there was a pandemic that hit (maybe you’re familiar with it?!) that uprooted our timeline. Learning to live with COVID means that we have to plan the best we can, but that moving forward is the only way to create progress. 

So, today we’re announcing a new initiative, Seedling Events. In the next few weeks we’ll launch another portion of our website and our first event. As time goes on, we hope you’ll join us. For plays, retreats, festivals, races and anything that interests you. The idea is that you can plant an idea, watch it grow and share it with others, the basic tenets of our agency. 

Seedling Communications turns 12 this month and our tagline couldn’t be more true for our communications, our events and our dreams, “Plant. Grow. Share” 

Yes, and...

When you hear something that resonates, it’s a disservice to keep it to yourself! This isn’t specifically PR related, but it’s important and it’s my plea for more encouragement, more wisdom and more sharing the good stuff. The hard things won’t stop being hard, but after a few difficult years, celebrating the good is more important than ever before. For you, for your brand, for your organization and for your community. 

A good friend of ours, Stan Zimmerman, harps on the art of  “yes, and,” often. And, after hearing it a few times, it finally hit home. I’ve heard him say it before, but this past week I talked to him about a project and it stuck. In fact, I keep running the phrase through my mind. 

Stan, from what I believe, was referring to opening doors and then opening them further. Exploring beyond the opportunity, solution, the event, the concept, the intention, to something even bigger, better or possibly even more fulfilling.

When someone says, “could you?” why not let your reply be, “yes, and” to see what comes of it. For us, it’s allowed our team to grow client initiatives, to champion new ideas, to work on bigger projects as a branch of a much larger team, to launch a festival and lately—to teach at the university level and enlighten a class with successful professionals in dozens of communications industries. In turn, it’s allowed me to speak to some of my idols, people I never thought I’d have a chance to meet, much less interview at the front of my class.

My recent “yes, and” comes down to this, I’ve always wanted to teach. And, I could have done it anywhere, but when the position at the University of Hawaii opened up, I thought, “yes, I can do that, AND because we work virtually it’ll allow our family to live part of the year in our favorite place.” Once I got the curriculum put into motion, I thought, “yes, I can teach this material, AND I can bring in interesting speakers." The speakers have not only brought a dimension to the classroom that I could’t have fulfilled, they’ve also encouraged me in many ways. I could share story after story, situation after situation, where a little nudge turned into something marvelous.

It’s funny how the “yes, and,” concept applies to relationships, client work, passion projects and social lives. But, in the midst of a pandemic I know many people were forced to do the bare minimum. Now that we’re learning how to live with COVID swirling the globe, I hope we can all say a few more “yeses” and follow them up with “and’s”. 

I’m not sure what you’re working on right now, but I would encourage you to apply Stan’s, “yes, and,” concept too. When it bears fruit, I hope you’ll share it with us. 

Creativity is Accessible

I’m teaching a class at the University of Hawaii right now, titled “Creatives in Media” and this week we opened the semester on the subject of creativity. For their assignment I asked the students to share their strengths and weaknesses as creators and most of them said something along the lines of they weren’t as creative as others and it made them uncomfortable sharing. Some went as far as to say they weren’t creative and others said they were too lazy to be creative. Teaching a class on creativity in media, to the next generation of communicators, brings a certain level of responsibility, so I found myself seeking out ways to encourage them. 

I bought a few books, the first I should have read years ago, “On Writing Well” by William Zinsser and I pulled several articles to share with them. 

One of them stuck out to me on PR Daily and I thought I’d share it. 

https://www.prdaily.com/3-ways-to-add-creativity-to-your-writing/?utm_source=RDH&utm_medium=email&utm_campaign=RDH+(2021-12-06)&utm_content=article+title&utm_term=2&oly_enc_id=9918C5599389G3T

The writer here brings three really good ideas to put into practice in product marketing, specifically, I’ll summarize and you can read the article if you’d like. 

1. Reintroduce yourself to poetry because it makes us feel, and evokes emotion.
   

2. Practice the 3 P’s: put people first (don’t push a product without connecting first), perceive pain points (resolve a conflict for the consumer authentically), practice precision (brevity is crucial, write short, edit aggressively).
   

3. Unlock your imagination — Everybody is creative, but not everybody knows it. Get comfortable with quick brainstorming so you don’t overthink it, master metaphors, idioms and pubs, and mix opposites because our brains crave different ways of seeing things.

This is a good one to share too, https://www.nytimes.com/guides/year-of-living-better/how-to-be-creative, practical, tangible ways to be creative in day to day life, not just your writing. 

And, here’s one on the science of creativity. Science is based on facts, so we trust it and it’s hard to argue. https://www.apa.org/gradpsych/2009/01/creativity

For us, creativity comes from countless outlets, but our top three deserve to be shared. The outdoors provides a great outlet, exercise gets our brains moving and journaling creates a place of expression; that’s likely the places where our best ideas have come from. We’d love to hear what works for you, it may just end up in one of my lectures. 

Lessons From A Gritty 2021

This year taught us grit; last year taught us patience. May the culmination of the two bring measurable success to you in 2022. 

In 2021, we have grown brands, rebranded brands and helped launch brands. We’ve seen how COVID affected us all in ways we’ll likely feel for years to come. Through it all, we’re still learning, adapting and aiming to thrive in ever-changing environments. 

Just the other day, someone asked us how we’re able to make plans amidst the unknowns of an ongoing pandemic. In full transparency, it’s usually just one foot in front of the other with a healthy balance of reality and hopefulness. As we endure the disruptions, we must move forward with preparations and protocols. Additionally we’ve collectively discussed some of our best tips for communicators, businesses and those still getting their footing this season, hopefully these speak to you too. 

Don’t Leave People Wondering
We’ve seen clear and consistent communication help build trust with audiences. Make sure you’re reaching out to those looking for your voice as often as you have something to share. When you make updates, changes and improvements—tell them. Vague isn’t vogue. 

Think About the Future
While you may feel like you’re in purgatory, watching for COVID to disappear, it’s still important to make and act on your plans. Think ahead, things may be slow now, but you’ve got to keep building or else your competition will be taller and stronger when you decide to get back in the game. Use your lulls to help you grow. Move forward even when it’s uncomfortable. 

Lead Well
In a time of unknowns, be a good citizen and lead others. Corporate social responsibility & environmental social governance are beacons that reign from the top-down, but your individual qualities should shine on others regardless of your position in a company. Sometimes doing the right thing isn’t popular, but if you’ve left high school being popular shouldn’t matter. Do the right thing and your best customers & opportunities will follow. We lived through a doozy this year—ask us about it if you’re curious. The key take away was that we’re glad we stood up for what was right, it’ll pay off in dividends for years to come and we saved a brand because of it. 

Create Space
Make room to listen and learn in all areas of your life just like you would for your business. The past two years have allowed us to cull out the less important things from our social and professional lives, don’t rush to add them back when life starts moving full-speed ahead. Instead make space for the right things, fill your mind and your time with valuable information and opportunities. And, if you haven’t identified those yet, hold space for it. 

One thing I’m especially proud of, on a personal note, is keeping this space for a monthly check in. Last December I made a goal to write here, monthly, as a way to share what was on our mind. A year later I’m glad I did just that, it was a small goal but it was achieved and that’s worth celebrating! 

These are just a few lessons we’ve lived by that have allowed us make the most of “the now”. We’d love to hear your best ideas too, send us an email, we’re always listening.

Cheers & happy holidays! 

Turn Your "Thanks" Into "Giving"

It’s hard to pinpoint the best opportunities to give back during the holiday season because they are endless. We have so much to be thankful for and hope our “thanks” turns into “giving”.

Giving looks different to everyone. It can be complex, like organizing a fundraiser or a service opportunity, or it can be transactional, like giving end of year donations or providing food, clothing or toys to the marginalized in your community.

Giving can also be simple, like flashing a smile to a stranger or opening a door for someone with their hands full.

Whatever you do this holiday season, we’d encourage you to give back your time and your heart, because that kind of giving is intangible. Don’t let the holidays slip away and don’t make excuses, because it doesn’t take much to tune your heart to give.

Maybe it’s nontraditional, like doing a trash walk in your neighborhood (Mother Earth would love that gift), maybe it’s calling an aging family member and giving them a conversation to remember (ask them questions, reflect on their wisdom) or maybe it’s just thinking outside of the box and surprising people with simple gestures.

Marketing doesn’t have to be complex, it has to be purposeful and thoughtful. Words matter in our branding and in our real lives. Make a difference by simply being intentional.

But, if you need a place to start, or truly want a directive, here’s a few places that could use a hand this Thanksgiving. Kick off the holiday with one small thing and see if it snowballs into something grand. That’s what happens with the best media campaigns, the most direct advertising initiatives and the best PR plans, they morph into something wonderful, brick by brick.

https://do512family.com/thanksgiving-volunteering-in-austin/

Happy Thanksgiving, let’s do small things that make a big difference as we close out another unexpected year!

Life Saving Public Health Initiatives

If I sound like a broken record, I’m just doing my job. As a communications professional part of the role is to continue messaging until its adopted. And, protecting my community is the role I play as a citizen who cares for others. Right now, approximately 24% of the country has access to a free vaccine that they’ve continued to refuse. It’s readily available and could save their lives, but for one reason or another, the minority has decided that the billions spent in research and the billions of people receiving this vaccination isn’t enough evidence yet.

Without achieving herd immunity and without stopping the virus from mutations, we’ve come to an issue that affects both the vaccinated and the unvaccinated. It doesn’t look like Covid is going away, we’re going to have to live with it as an endemic disease.

Fortunately, in a modern society, those of us who made an informed decision to get vaccinated are better protected. And, because of the good work of scientists, we have access to testing that’s no cost to consumers.

For the very few times I’ve needed a COVID test to travel—or for peace of mind after a summer sniffles—I’m exponentially grateful for public health measures like testing. It was no cost to me, easy to come by, fast and painless. I’m not sure if COVID testing will become the norm before travel and large events, but it’s normal for right now and needs to be put on a pedestal for what it is, the best way to stop community spread after you’ve been vaccinated.

So, I’ll end with a plea, for those entering our community these two iconic weekends of the year. Please take a COVID test before you come to ACL, even if you’re vaccinated. And, for peace of mind, please take one before you leave Austin. It’s of no cost to you. It won’t take any longer than a typical drive-thru. Plus, it could save someone’s life.

Here’s several spots across the state of testing where I’d recommend testing as often as you need to, https://testing.nomihealth.com/easy_registration/151/onsite.

And, after you leave ACL, ease your mind as you head home by taking a quick test at Nomi Health’s testing site, 500 S Lamar, 11:00am-7:00pm this Friday, Saturday & Sunday.

Job Boundaries & Communication Changes in the COVID Era

How do we define work, less abstractly, so we can maximize our time for the things we value outside of our jobs?

For us, defining work with a catchy “4 Hour Work Week” just isn’t ideal. We’re always working, brainstorming or prepping for the next task, even in our down time—because we’re passionate about what we do and we enjoy it. We’re not fatigued, but it’s all encompassing and we need to find ways to incorporate balance. We all do, now more than ever. 

In the middle of a pandemic, no one is shaking their head saying, “I’ve hit my stride, this is doable long-term” so we don’t have a lot of advice here. In fact, everyone is pushing harder than ever, finding ways to be more efficient. And, realizing if they are going to be remote for the long-term, they need to understand boundaries better than before COVID.  

So, instead of finding ways to shut off, how do we get more effective at reaching our audiences and meeting their communication preferences? More to the point, how do we maximize our efforts?

In searching for practical steps I came across an article online, “6 Steps to Human, Personalize and Maximize Your Employee Comms,” https://www.prdaily.com/6-steps-to-humanize-personalize-and-maximize-your-employee-comms/?utm_source=RDH&utm_medium=email&utm_campaign=RDH+(2021-09-27)&utm_content=article+title&utm_term=4&oly_enc_id=9918C5599389G3T. I thought it was interesting from a macro perspective. 

Here’s a few key takeaways, you likely know them, but let’s make it more practical than just reading them. 

-“Tailoring communications to individual(s) employees and delivering personalized and empathetic content to the right person, at the right time, and on the platform of their choice” is the ideal. 

-“Your strategy should be built around employees’ specific needs, particularly when it comes to format and delivery,” because everyone has their own method for receiving information and that has very likely changed over the course of the pandemic. We’re using different virtual platforms, social platforms and methods of communication than we used to. 

-“We don’t need to tell you how overloaded inboxes are, and video calls are burning people out. Experiment with alternatives to give your employees a break from overused channels, and offer more flexibility in how and when they consume the information,” for example, give video content, podcasting, live chats and safe in-person interaction a try. 

Most importantly, communicators, be flexible. Welcome change, especially these days. The landscape is different than it used to be. What new tactics are you trying? What tweak are you willing to make or technology are you willing to adopt to further your messaging? 

Expect that your clients will have different needs than before and learn to help walk them through changes. We’re navigating a precarious time and how we adapt will tell us a lot about our own flexibility. 

Make it a time of growth, I think you’ll look back and be grateful for the changes you’ve made. That’s usually how difficult situations end, with the realization that it was necessary to get the work done and that by being nimble you’ve gained skills you didn’t know you needed. We’re cheering for you! 

Helping Those In Need

This week, right now, there are two specific things you can do to make your life or the lives of others easier, safer and better.

1. You can share the news of the fully approved COVID Pfizer vaccine and encourage those who have been hesitant.

2. You can support Afghan refugees in your community. If you are near us, here’s a great article outlining places you can support these efforts.

https://www.kvue.com/article/news/local/afghan-refugees-to-resettle-in-austin-through-special-immigrant-visa-program/269-cae5b226-5f28-423c-ba30-b1361ec2817b?fbclid=IwAR304urFtoKOgr_hWKcNnQT-6-t_P65mkRq79uA3vMgNUyHPhqcvHkgorvo

Truly, these are the most critical issues we could identify at the moment so we are simply using our platform and our voice to advocate for both initiatives.

Pay Attention to the News, So You Can Keep Scrolling

There’s hard news and there’s entertainment.

Sometimes, as marketers, we get so caught up in creating content we fix our eyes on news about products and events and people and stories. I bet we’re all a bit like that from time to time. Right now, the most pressing news around the world is the surge in COVID numbers, the effects it’s having on communities and the ability we have to slow and sometimes stop the spread.

The longing for normal life makes reality hard to swallow. If you’re like us, you have an opinion. And, instead of grumbling to yourself, I encourage you to use it. Be a marketer, talk about ways we can support one another. Share your passion about public health. Talk to your local officials, leaders, superintendents, support one another with a rational voice. Encourage mask wearing and vaccinations. Build bridges to those who are uncertain.

Ask people to (kindly) wear their mask correctly. Schedule meetings outside or by phone. Do your best to make the best of a pandemic, safely.

Remember that this is all about the collective whole, the ability to do your part so that everyone can live more fully. Let’s move forwards, not backwards.

https://www.kut.org/covid-19/2021-07-23/watch-live-austin-public-health-gives-covid-19-update-likely-to-announce-stage-4-guidelines

Wear a mask, don’t roll your eyes at the suggestion. Distance when possible. Cut out unnecessary excursions. And, please get a vaccination if you don’t have one. It’s an honor to care for others, not a restriction.

The hard news today is that COVID is surging in our community. If you want to have events, products and stories to scroll through all day, we have to pay attention to the most important thing capable of crippling our normal lives. COVID is real, masks & vaccinations are tools to fight it, please use the tools in your box.

Let’s get COVID behind us so that it’s not real news anymore, it’s something we got through together.

Keep the Right People in the Room

Whoa. Yikes. Those are the words you should say if you’re a communicator not included in the conversations Vahouny mentions in the article below. Or, worse yet, you could be a brand who doesn’t believe your communications team cares about all the parts of your business. 

https://www.prdaily.com/3-ways-pr-pros-can-build-their-business-acumen/?utm_source=RDH&utm_medium=email&utm_campaign=RDH+(2021-06-07)&utm_content=article+title&utm_term=1&oly_enc_id=9918C5599389G3T

It would be a farce and a sham to run the content for a brand and not understand the data, the metrics, the reason why every line item matters. Or, similarly, it would be a shame not to be captivated by it. 

This article struck me as odd, as someone who analyzes the data for our clients and the businesses we support. But, when I thought back to agencies I supported prior to Seedling, it wasn’t on my mind at all. I was on the “communications team” and either skirted through meetings without catching the hard details or I wasn’t included in the conversation. It’s been over a decade, but either way, it’s truly a world away from how we approach our client work now. 

So, this is something I’d challenge my colleagues at other organizations with, and my friends at companies with outside PR teams. Are you included in these conversations? Or, are you including the right people, all the right people, so your messaging is clear and consistent and efficient? It’s worth the discussion. 

Communication isn’t something pretty to throw on top your business plan, it’s an integral part of it. It’s one of the major gears propelling the wheels. Without it, eventually things will fall apart. So, keep your team tight, but informed. Make sure to include all the people who contribute to the success of your brand in the big conversations. You never know, it could be someone you haven’t been including who could offer a perspective that no one has brought up before, simply because they see things differently. 

We Don't Talk About Austin Enough

Having lived here for 20 years, I take a lot of what Austin has to offer for granted. It’s easy to do so, too, because while I know it’s a dynamic city full of interesting cultural opportunities, delicious dining and unique outdoor spaces, it’s also the place where life happens.

Unlike when I’m traveling or being intentional about planning something, in my day to day I’m not on vacation or in a rush to do everything on my bucket list. Typically at the beginning of summer I’ll look into new ideas for fun things to do with the kids or with friends that come to visit.

I haven’t made my personal list for summer 2021, but I know I’ll add a few of my staple spots because we didn’t leave the backyard much last year! In the mean time, here’s a good list of “must do’s” if you’re new to town. I think we’ve done all but 3 of them!

https://www.austintexas.org/austin-insider-blog/post/your-complete-austin-summer-bucket-list/

Oh and find a few good swimming holes & breweries to visit, both are good to beat the summer heat and there are plenty of options around Austin and the surrounding areas! No matter how much rain we get in May, the summer is always far hotter and dryer than any of us remembers.

Have a fun, happy, safe Memorial Day weekend! It’s the kick off to summer and we are ready for it this year!