Tim Draper, a Mountain Lion and the Queen: Lessons in Great Story Telling

Posted on February 22, 2013 by Michelle McIntyre

Last summer while driving down the mountain from Sierra National Forest at elevation 4,000 feet near Fresno, California, a mountain lion ran in front of my car and down the mountain.

It was the most beautiful animal I had ever seen and was at least 8 feet from nose to tail. I immediately thought, if I could see this rare and gorgeous creature in the wild, then I could do anything.

Yes, it was by chance and only lasted a few seconds but I increased my chances of seeing it by volunteering as a life guard at a boy scout camp my son had attended. Driving back from camp at dusk didn’t hurt.

A couple of weeks later, my husband and were on the Royal Mile in Edinburgh Scotland at the same time as the Queen of England and happened to catch her walking into a cathedral with her husband Prince Philip and grandson Prince William and Kate.

I was further inspired to do great things after this second awesome experience. How many people ever see either the Queen or a mountain lion in the wild? I saw both in the same summer.

Later that year I started my own PR consulting company, MMC PR. These brief but remarkable sitings actually did influence me to do this.

I write about the lion and the Queen to show that talking about something that happened to you is way more interesting than just stating a string of facts and figures.

Story telling allows you to engage your audience in more personal manner. And when you engage emotions, you can change attitudes more easily. Were you engaged by the lion story? How could you not be?

Most authorities on business and public relations agree with this fact. Just search “story telling” on one of my favorite sites Harvard Business Review and many stories will come up saying successful communications is buoyed by a great story.

I recently watched a phenomenal hour long Stanford Entrepreneur Center talk called “Calling All Entrepreneurial Heroes” by VC Legend Tim Draper. Here is Stanford’s description of it.

“In this lively presentation, Tim Draper, managing director of Draper Fisher Jurvetson, shares his global experiences funding entrepreneurial heroes who ‘break down walls.’ Draper shares attributes that support viable entrepreneurial environments, and encourages aspiring entrepreneurs to attack established monopolies and to never fear making mistakes.”

Tim Draper knows how to tell a story to get his point across. His heroes talk is primarly a string of anecdotes that include challenges in starting the VC industry in Russia and what happened when he met with the President of the Ukraine.

Draper starts out by having the audience get up and yell “Wild Things” because the other of that class children’s book had just died and he wanted to create an appropriate and timely tribute.

If you are struggling with speaking and truly engaging your audience, watch Draper in action: http://ecorner.stanford.edu/authorMaterialInfo.html?mid=3076

For further infomation on the topic, read HBR.org’s story “Story Telling that Moves People” at http://hbr.org/web/special-collections/insight/communication/storytelling-that-moves-people.

This informative article adds the tip that great story telling is not always positive. Important tasks are hard to do and showing a challenge or a rejection is sometimes more engaging then just saying everything is coming up roses.

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Top 10 Take Aways from the 2013 Silicon Valley PRSA Future of PR Panel

Posted on February 7, 2013 by Michelle McIntyre

Last night I attended the Silicon Valley Public Relations Society of America’s “Future of PR” networking and panel event at the Four Seasons Hotel in East Palo Alto, California.

Panelists and audience members ended up speaking mostly about modern PR, as opposed to the future of the profession.

They highlighted the importance of creating content with entertainment value that is interesting to a more general audience than an organization’s specific industry.

Also, great PR people need to add business value and when driving a campaign, consider the gamut of tools from videos to events.

The panelists were Andy Getsey, Co-Founder & CEO Agency Atomic, Kelly McGinnis, Vice President, Communications at Dell, David Swain, Director of Technical Communications, Facebook and Burghadt Tenderich, Associate Professor of the University of Southern California Annenberg School for Communication & Journalism. The panel was moderated by Steve Barrett, Editor-in-chief, PRWeek.

New Silicon Valley PRSA President David McCulloch, a Director at Cisco, also added a few comments.

Here are my 10 top take-aways from the event:

1. When measuring PR campaign results, showing strategic outcomes is better than showing number of hits, views or clicks. The strategic people are more successful. – Tenderich

2. To be respected and valued, a PR manager needs to have a seat in the board room and add business value. -McGinnis

3. Attendees and members were surveyed and understanding influencers is top of mind. –PRSA president

4. Facebook places a lot of emphasize on PR. We have a lot of PR agencies but only one ad agency. -Swain

5. Companies have turned into media companies. I like when someone links to Dell’s news material. That shows success. Sometimes your news content has nothing to do with your company and that’s fine. -McGinnis

6. The only proper way to measure a PR campaign is pre and post surveys. This is expensive -Tenderich

7. PR people need to be bold and have a seat at the branding table. I like to work on the corporate side because I can stay close to the action. -McGinnis

8. Attitude is more important than skill. You have to have the mind set to stretch beyond in PR. -McGinnis

9. It is sad that we need to show analytics results to prove the worth of PR. -Getsey

10. Facebook’s plan is to hire communications people, empower them and then scale projects. –Swain.

For more information about Silicon Valley PRSA news and events, visit http://www.prsasiliconvalley.org/

Additionally, I’m a director with PRSA’s “sister” organization, the Silicon Valley International Association of Business Communicators and for information about our news and upcoming events, visit http://sv.iabc.com/

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MMC PR Blog — The Secret to Phenomenal PR Results

Posted on January 15, 2013 by Michelle McIntyre

The definition of public relations is “changing someone’s mind.” This is my specialty and it’s what we do at my new consulting firm, MMC high tech public relations.

I convince people to change their ways or think differently. The main way I do this is on a large scale, through media outlets example. This, of course, is called press, media or influencer relations.

One of my business mentors said something profound that always stuck with me. It’s that great PR is based on logic.

How do you change people’s minds? How do you get great press? You develop relationships with your audience, understand their attitudes and communicate your message in a way that they understand and that has impact.

This is just logic, right? I happen to have a journalism degree and a major in public relations with more than two decades of experience in this area, having spent 16 years at IBM and at several public relations agencies. But if you had the right mindset you could become a great PR pro without all of this experience

A journalist needs to write timely and interesting stories and is often on tight deadlines. Ask yourself. How can what I’m doing, or saying fit into what they are writing about?

For example, phablets are hot right now according to several top IT media outlets including CNET. Do you have a new solution for phablets? Can you speak intelligently about this topic so that you might be quoted in a story?

By the way, a phablet is a combo phone and tablet. You can think of it as a giant smartphone or a smaller tablet, smaller than an iPad.

One example of a PR tactic is being able to talk about how phablets are changing the workplace. They somehow need to be related to one of your offerings of course. If your solution has nothing to do with mobile computing, you probably want to try something different.

The secret to phenomenal PR is creating awesome messages and materials that contain a simple thought or idea. Announcing new “mission critical software to solve your financial business problems” isn’t newsworthy or interesting to a journalist unless it has a super interesting twist like, “Oh by the way, Apple and IBM merged and this is the first product result of the pairing.” That type of “Wow” news doesn’t need a ton of creativity to get press coverage.

The idea you tie to your PR campaign can be linked to industry trends, for example, here are two from a December 7, 2012 Forbes article by Todd Woody.

“Mobile Device Battles Mobile devices will pass PCs to be most common Web access tools. By 2015, over 80% of handsets in mature markets will be smart phones.”
“Personal Cloud: The cloud will be center of digital lives, for apps, content and preferences. Sync across devices. Services become more important; devices become less important.”

Ask yourself, what are you doing that relates to personal cloud or mobile devices surpassing PCs to be the most common web tools? Can you help a journalist with a story on cloud or mobile? There is much more to it as well but at a high level, PR isn’t that complicated.

Link what your company is doing to something that people actually care about and test it out on someone who is not in the tech business. If they find it interesting, then you are on your way to a phenomenal PR campaign.And then hire someone who can get the message out and develop relationships for you in a quality way.

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