Confessions of a former TV Reporter: 3 Things Beyond Media Relations That Help Define Public Relations

by Josh

By Sierra Oshrin

When I first decided to leave the news industry, my mind was flooded with questions as to what I would do next. I had always heard public relations was a relatively smooth transition, and many reporters I knew crossed over to the dark side and began careers in PR. But what exactly is public relations? Up until this point, I primarily thought of public relations as media relations. Boy was I wrong.

Robert Wynne, a contributor for Forbes, put it best when he wrote, “the public relations industry does a terrible job of public relations.” I honestly couldn’t agree more. To this day, when I’m out at networking events or meeting friends for coffee, many ask me that same question. And to be honest, it took me a while to learn how to best explain it. Some think of it as a sub-set of marketing. But while marketing and public relations can work hand in hand, there are several things that set them apart.

One of the key differences between marketing advertisements and public relations boils down to credibility. An advertisement displays a flashy image or statement aimed at leaving an impression with the consumer, with the ultimate goal of driving traffic to the company’s website or store front. But it’s paid for, and most consumers are going to be skeptical of whether or not the product does what the ad says it is going to do. Now that they’ve heard of the product, they’ll ask their friends, look at reviews online, and see if there’s any negative media attention surrounding the company. Their final decision will ultimately be influenced by the company’s public perception.

Public Relations is about altering that perception and building good will among your industry, customers, and investors. There are many ways you can do this, but the most traditional method is by securing media coverage. If a company spokesperson is interviewed during the news segment, they have the opportunity to control the message being broadcast. Companies essentially get a 30 second to 3 minute promotion of their product without having to pay a penny. And it adds credibility because journalists will offer a (mostly) objective view on it, asking the questions that consumers want answered.

In addition to media relations, here are 3 things I now think of when describing public relations.

  • The cornerstone of public relations is engaging with the public. Community involvement is important because not only does it bring new awareness to your company, but it gives people an inside look at your company’s values and culture. Organizations who closely match the things that matter most to your company will allow you to tap into your target audience and interact with them first-hand.
  • Being a recognized expert and leader within your industry is a powerful way to position your company as the first choice for new customers. The key to accomplishing this is by giving members of your leadership team opportunities to share your company’s expertise, philosophy, and successes with the right audience. You can do this through speaking opportunities at trade shows, or by piggy-backing off of news stories that pertain to your industry; telling the reporter what could have gone wrong or explaining how something went right.
  • Awards also provide your company powerful credibility. Companies that win awards or become finalists for them are seen as superior to those who don’t. With nominations and awards credited to your company’s name, you’ll be able to stand out in your industry as a leader. You miss 100 percent of the shots you don’t take, and the easiest way to lose an award is by failing to apply. But it can be a lengthy process.

Public Relations is built upon the idea of controlling your story. Find the right firm that can manage your company’s reputation and image in a positive way that will be able to withstand any threat.  Maybe that firm is the one where I work, maybe it isn’t.  It doesn’t make the need to influence and share your own story any less important.

4 Reputation Management tips we can learn from Delta and Ann Coulter’s tweet storm last month

by Josh

Quick reputation management has always been important for companies, but social media has dramatically sped up expectations.

Currently, some of the most known examples of threatened reputations are aimed at airlines where consumers are regularly posting to Twitter when unhappy about their service. Whether it be getting kicked out of their seat, not enough leg room, or their flight getting canceled; posting to social media is a major threat to the reputation of airlines—and ultimately to any company.

So how should a company respond when they’re receiving a tirade of nasty tweets from a disgruntled customer? Remember, whatever is posted online moves quickly and has the potential to last forever… So it’s important to handle these situations with grace, and good timing.

Here are four tips that will help a company manage its reputation.

  1. Pre-plan for different possible issues. Whether it be a reporter calling or something posted on your social media channels, have a crisis communications plan already in place so you can respond quickly.

Airlines must have lists of their most common complaints, and they also know which scenarios could be most damaging to them.  All they need to do if look at examples mishandled by their competitors if necessary.  Damaged instruments or sports equipment, lost wedding dresses, missed funerals, all these scenarios are easy to imagine occurring.  So instead of waiting to decide what to say during a crisis, pre-plan your responses.

  1. Acknowledge the issue quickly. Please note, acknowledgement doesn’t mean resolve the issue or give a full response.  If your company is still figuring out how to handle the situation, at least acknowledge that you’ve seen the tweet and you’re working to solve the issue.

Here’s an example. Just a few weeks ago, Ann Coulter made waves by tweeting that it took 28 hours for Delta to give her an explanation as to why she got kicked out of her seat. A tweet can go viral within hours – which means everyone who is following the situation is eagerly awaiting an explanation as well.  It’s no different than a forest fire- you wouldn’t purposely let it burn for hours before trying to put it out.  Imagine how quickly that fire would spread. An acknowledgement that you’re investigating the issue and will respond as quickly as possible won’t put out the fire, but helps contain it. It’s the waiting for acknowledgement and wondering if a company even knows of the complaint that often bothers people more than the time it takes to get a full response.

  1. Take the gas out of the bandwagon. It’s easy for people when they hear a negative story to then share their own negative experience. Stop this before it occurs.

The bandwagon effect occurs more quickly and regularly when it seems a company doesn’t care about a complaint.  Acknowledging an issue, then sharing publicly the resolution to that issue shows that a company listened and responded.  It doesn’t matter if everyone is happy with the resolution or result, but responding with respect and empathy goes a long way towards ending a stream of add-on negative impressions.

  1. Build up a good will bank so potential customers are more likely to give you the benefit of the doubt.

One of the main reasons Ann Coulter’s (or any angry passenger’s) tweets take off is because the public has gotten used to hearing about negative issues with airlines. Her incident wasn’t long after a United Airlines passenger got dragged off the airplane, or after a couple heading to their wedding claimed United kicked them off too. Both of these situations triggered social media onslaughts that hurt the company’s reputation.

What you don’t hear enough are all the good things these airlines are doing.  Yes, good news can go viral too—just look at the viral story of a stewardess saving a child from human trafficking, or how fallen soldiers are often respected on flights as a casket is being transported.  The trick is that negative news travels faster and wider than good news.  So it’s essential to build up lots of good will and positive stories to drown out any future negative story.

Conclusion:

Is the customer service with airlines progressively getting worse? Are people just more inclined to post about it now that they’ve seen their peers, celebrities, and political pundits do so? Who knows.  Either way it’s up to your company to build a good reputation before something negative is said, but also to manage and protect your reputation once that negative impression occurs.  Whether it be through a reporter’s news story, or a social media post.

By Sierra Oshrin, 10 to 1 Public Relations

First Impressions on Transitioning from News Reporter to PR

by Josh

By Sierra Oshrin, Account Executive at 10 to 1 Public Relations

I’ve always been a big talker… Just ask my dad. When I was younger, I would be the first to raise my hand and volunteer to read in front of the class.  Sometimes asking to read multiple times. I would sing in front of my church and at local events in my small hometown of Pinetop (which I had absolutely no business doing). After moving to Glendale, in high school I emceed all of our assemblies and worked on our student television broadcast service.

My love for presenting led me to the Walter Cronkite School at Arizona State and into a career in journalism. Most recently, I was a reporter and weather anchor for KBOI, the CBS affiliate in Boise, Idaho. I loved being out in the field, meeting with new people every day and sharing their stories with our viewers. I realized then that everybody has a story. What took me a while to realize was that not everyone was comfortable sharing their story.

There are many reasons as to why someone wouldn’t be comfortable with a stranger putting a 40-pound camera in their face and asking them questions on something they may or may not know much about. Maybe they’re nervous they’re going to sound stupid or they’re not confident in their appearance.  Maybe they’re afraid of retaliation from neighbors or friends, or maybe they’ve been burned by reporters in the past.

I can’t even begin to tell you how many hours I stood on street corners, in the middle of a snow storm, begging people to talk to me. I probably spent just as many hours over the phone convincing people that I wouldn’t burn them – that if they didn’t like the way they said something, they could say it again and I would use the latter soundbite.

I quickly became a coach for many of the people I was interviewing. Telling them where to look, what topics I wanted to touch on, and calming them down before the camera lights turned on. I understood how nerve-wracking it was for them to be in front of the camera because I was in front of it every day myself. Boy, do I have some bloopers.

Once I realized I was good at media coaching and really honed in on storytelling, I started thinking more about switching to Public Relations. I love news and the power of good, investigative journalism, but I wanted to be a part of something more strategic. With public relations, you’re able to focus on the end-goal and strategically tailor a campaign to get you there.

It’s only been a couple weeks, but I’ve definitely faced some surprises during this transition. For one, I didn’t realize how long the approval process can take. Press Releases get looked over a dozen times before being distributed, often times changing specific words two or three times. As a reporter, I’ve seen lots of press releases- some useful, some useless. Now that I write the press releases and the pitch stories, I realize how much work goes into conveying specific messages while ensuring reporters can easily envision the story their audience will care about. I understand that it’s important to convey a message as quickly as possible so you don’t lose the reporter’s interest– like mine was lost so many times.

What’s exciting to me about this transition to PR is the opportunity to build strong, lasting relationships. I get to interact with the same amazing clients on a daily basis, truly figuring out what their story is and the best way to tell it. Our client list was one of the main things that sold me on working for 10 to 1 Public Relations. Each company has a unique and interesting story. I truly believe in the work they’re doing and I’m honored to help get them the recognition they deserve.

I’m excited to grow in this new role as I now get to take what I learned as a member of the media and help our clients achieve their long-term goals.

Let the next chapter begin!

Should your company hire a PR firm or do it yourself?

by Josh
Yes or no decision symbol represented by a forked road with a road sign saying yes and another saying no with arrows for turning in the direction that is chosen after facing the difficult dilemma.

I’m occasionally asked by companies why they should hire a PR firm instead of simply hiring someone to do the work in-house. The truth is, not every company needs to hire a PR firm, but when a company does the math and evaluates their potential needs, hiring an agency is often the right call.  Here’s why:

Expertise:  When you hire an individual to work in-house, you’re hiring their personal experience.   It’s hard for any company to find a PR professional to be an expert in everything, especially when the list of needs includes media relations, internal employee communications, crisis management, and social media.  When you hire an agency, you’re getting an entire team and their collective expertise in multiple verticals.  It doesn’t matter if that knowledge comes directly from your industry, all that matters is that they can evaluate a situation and identify a solution benefit your company.  It doesn’t matter to Pepsi if the PR firm is using an experience learned from Toyota to solve their problems, but if an in-house person can only references the experiences their personal experiences at Coke it decreases the company’s options.

Objectivity:  An outside PR firm can also be more objective.  I don’t just mean the scenario of a mid-level employee afraid to tell company executives they disagree with a decision and unwilling to suggest an alternative action (we’ve seen that happen).   When anyone is too close to what’s happening, it’s easy to underestimate the opportunity some stories create, or overestimate the appeal of others.   PR firms deal with lots of situations and story opportunities every day.  They also work with media and the public in different scenarios all the time so it’s easier to predict, and influence, how they will respond.  That understanding allows them to evaluate options differently, and see more variations and options to generate results for a client.

Cost:  Hiring an experienced PR professional to work in-house will cost you more than it would cost to simply hire a PR firm.  Plus, you don’t pay taxes, benefits or vacation time.

Imagination:  PR firms are constantly working to identify and share compelling stories and present them to reporters in a way that generates results.  More experience working with different industries is actually a benefit to companies.  For example, if a PR firm finds an interesting angle for a story for a technology company, that same angle might also work for a healthcare company (yet they’re approaching each story to different reporters and publications letting both stories work and not compete against one another).

Translation: PR firms, bluntly, are often better at translating a company story into one that normal people (including reporters) can digest and understand.  Yes, people inside the company might think the PR firm simplified a story leaving out some “interesting tidbits,” but most of the time those “interesting tidbits” are only interesting to company employees or others that deal with it every day.

That’s not to say that a company shouldn’t have someone internal that’s responsible for coordinating with the PR firm—and that person doesn’t need to be a company Executive or the owner.  As an agency owner I find the greatest partnerships and successes occur when there’s an internal go-to person that knows a lot about the company overall, is responsive to PR firm questions and tracking down answers, and able to recognize story opportunities and then share those stories with us.

Looking for more considerations when hiring a PR agency?  Give us a call and let’s talk about it.  We aren’t going to try and convince you that you need a PR firm.  Frankly, we don’t want to work with companies that are going to have buyer’s remorse soon after signing an agreement.

InFLUence is Contagious says the Perception Engineer

by Josh

It’s that time of year when everyone seems to be getting over a cold or the flu. Recently I came across a quote that Influence and influenza are the same root word because influence is contagious. I like the idea of your influence- your flu- being contagious.

That led me to think back to one of my favorite blog posts that I wrote back in 2011 as a guest blogger for one of my peers.  The assigned topic was “what is public relations.”  I thought I’d share it again so that you could take a look.  Here it is:

We’ve all sat around a room as 30 or more people introduce themselves and their professional titles one-by-one. Most people are comatose by the end, barely paying attention.

For fun, and to see who’s still awake, I occasionally introduce myself as a perception engineer.

After a long pregnant pause, a fellow PR flack in the room usually audibly chuckles or gives me a knowing glare.

Do you agree that the term perception engineer is an appropriate description of public relations? Ultimately, the goal in Public Relations is to influence what others think about a company, product, person or topic.

While the target audience may be unique, the overarching goal to influence what people think remains the same regardless of the tools we use (social media, pitching reporters, newsletters, etc.,). The effort to influence also remains the same regardless of the communication need (crisis, pro-active, reactive, internal, etc.).

Notice that I didn’t offer the term “influence peddler.” Being a perception engineer is significantly different. We engineer strategies and creatively implement how we will influence each target audience. Forget about thinking outside the box, we, as perception engineers, reshape the box. In contrast, an influence peddler simply pushes the same wallpaper messaging from the box to everyone in sight.

Perception engineers understand that there are 100 different ways to accomplish a PR goal, but that there are also a million ways to fail and hurt the intended beneficiary. It’s that personalization of the message and risk of failure that keeps public relations fun, challenging and vital.

The original posting of this was on HMAtime on May 4, 2011.

Going to a Trade Show? 8 Tips to Implement a Successful Trade Show PR Strategy

by Josh
Trade Show Meaning World Fair And Purchase

Going to a Trade Show?  Don’t forget to implement an aggressive public relations plan.

Think about it… industry media from all over the world attend trade shows to learn the latest industry trends and meet with as many companies as possible. Trade shows represent a smorgasbord of story and product options with everything in one place.  It’s the ultimate story buffet for a journalist.

The mistake most companies make is not including an aggressive media and public relations component to their trade show strategy, and failing to implement that strategy several weeks and even months prior to the show.

Here are some tips that every trade show exhibitor should do – whether you’re a show regular or it’s your first time attending.

1: Ask for the Show’s Media List:

Most shows will give exhibitors a copy of attending media in advance, but only if you ask for it.  Once in a while you may have to pay for the list, but most of the time it’s free.  The list might not be the upcoming show’s list, because a lot of media sign up at the last minute.  Instead they may send you the list of media that attended the previous year. This is still extremely useful because industry media tend not to change. If a publication attended last year, there’s a good change they’re coming this year too.

2: Schedule Media Appointments in Advance:

Media don’t randomly walk the show doing interviews. Their schedules are meticulously planned out.  For the crazy big shows, I know reporters that literally schedule bathroom breaks and make sure around lunch time that they have meetings near the food stands before or after.  Others designate which aisles they plan to be in during which hours, refusing to double back later.

This matters because the earlier you start reaching out to media asking for interviews/meetings the better. Otherwise you may find their schedules filled.

3: Utilize the Press Room:

Big shows have a press room, which only media are allowed to enter past the reception desk. Think of it as a quiet room where reporters feel safe from being hounded by companies. Many shows allow companies to leave press materials for media to take at no extra cost.  Others allow you to hold press conferences or demos to introduce new products (this often comes for an extra cost and must be scheduled in advance).

4: Look at Badges as People Walk By the Booth:

Most shows have name badges with color codes. For example, media might have a red bar at the top, exhibitors might be orange, attendees green, etc.  Take advantage of the color codes and between scheduled interviews watch the badges of people walking by.  If they have a media badge, try to start a conversation and see if they stop.  If they do, try to turn it into an on-the-spot interview opportunity. If nothing else, try to get their business card.

5: Keep Good Notes:

What did the reporter say they were interested in?  Did they ask for additional information or to talk to a client?  Be sure to write down a recap of the meeting right after it happens, because after you get home the many meetings you had are all going to blend together.

6: Dealing with No-Shows:

Every show there are reporters that simply don’t show up for scheduled appointments.  Some can’t find the booth while others forget or simply never attend the conference for whatever reason. When scheduling before the show, try to get cell phone numbers and call or text them to see if they still plan to come to the booth or to reschedule.  Even still, there will be a reporter or two that never responds.  Don’t overthink it – just accept it.

7: Have Realistic Expectations:

Some media might run stories right away, but most of the time the meeting is simply a “get-to-know-you” opportunity.  Schedule meetings in 30 minute blocks, but most meetings will only last 15-20 minutes.  You’re truly just trying to make an impression to be remembered after the show ends.  Think about it… the reporters are meeting with dozens and dozens of companies.  Not every company will get a story, you just want to be remembered.  The real long-term benefits will come after the show, when you send future press releases and you can reference having met them at the show.  If they remember you, the odds of your story getting covered go up significantly.

8: Don’t Forget to Follow-up:

When you get home, send a thank you note to every interview or chance media meeting you held.  Remember, your goal is to build relationships long-term.  Milk it by offering a follow-up interview and make sure that the contact is added to your media list for future releases.

And finally, don’t forget to have fun… and wear comfortable shoes!  Seriously.

7 Tips for Better Business Storytelling

by Josh

Every business has a story. As the owner of a small public relations firm, it’s our job to first recognize that story, and then help you share it.

It’s human nature that people love hearing stories, and they’re more likely to remember a story. So the better your business story, the more successful and memorable your company or organization is likely to be.

Here are seven strategy tips we use when helping a business share their story.

  1. Put the person before the numbers. Stats and numbers are great, but a story focused on an individual and why those stats and numbers matter is always going to make a better story angle.
  2. Start your story in the middle. It’s easy to lose your audience in the lead up to the action, so jump ahead a few pages and start with the really interesting part of the story. Then you can quickly go back and give the necessary context before explaining the result.
  3. Keep them hanging on every word. If it’s not imperative to your story, don’t include it. You need to keep interest from start to finish.
  4. Highlight obstacles and how you got past them. If it were easy, everyone would have already done it and they wouldn’t need you or your solution. Be honest about the obstacles you faced and how you got around them.  People love hearing how you overcame a problem, especially one that they themselves have faced.
  5. Identify the hero. Is the hero someone at your company or the product or service itself? It needs to be the star of your story that people remember and refer to later.
  6. Less braggy more huggy. If you want your audience to embrace your company or solution, you can’t be untouchable.
  7. Be bold but be realistic. Not every story is a best-seller and that’s okay.  Tell each story as best you can but don’t oversell it as Pulitzer-worthy.  Even simple stories should be told as it will help you build into a bigger story in the future.

In short, every business has a story.  It simply comes down to recognizing it and finding an interesting way to share it. It’s why I love my job and the challenge of first identifying a story opportunity and then coming up with a memorable way to tell the world about it.

What should you look for in a PR partner?

by Josh

Public Relations isn’t one-size fits all solution. You need to find the right fit and the right personality for your company. A great PR firm for one company might be a nightmare for another. Just, frankly, as a company or its staff might be a nightmare client for the PR firm.

Here are eight tips to help you find the right PR partner for your company.

Tip #1: Define what you consider success before you start talking to a PR firm. If you don’t know what you want to achieve, how can you identify which firm can succeed in accomplishing your goal? By defining your goal in advance, you set yourself (and your new partner) up for success.

Tip #2: Decide if your PR need is long-term or short-term. Are you looking to achieve a long-term goal of increased overall awareness of your company, or are you only looking for temporary help on a specific project? Some firms are better at short-term projects while others excel at creating and implementing long-term strategies.

Tip #3: What size PR firm is right for you? There are some excellent big firms out there, just as there are some talented small firms. It comes down to what’s important to you. Would you rather be the big fish in a small pond, or a small fish in a lake? A large firm might have a monthly minimum of $10,000 or $15,000 a month, yet you’d still be viewed as one of their smaller clients. Compare that to a smaller firm where you’d be consider one of the larger clients at even half the larger firm’s retainer amount. Another consideration of who you’ll be working with on a daily basis. At a small firm, you’re likely to be working with the company’s top talent but a large firm may assign your small account to less experienced staff.

Tip #4: Find the right chemistry. Not only do you need to trust your PR firm for their professional recommendations, but you need to personally like the people you’ll be working with. Sometimes the strategy is right, but the personalities aren’t. If that’s the case, save everyone the headache and look elsewhere. The key here is to spend as much time vetting the interaction with your prospective PR teams as you do their portfolio and services.

Tip #5: Make sure you’re excited to get started. Did the PR firm capture your imagination and are you excited to get started? If so, that’s a great sign you’ve identified the right firm.

Tip #6: Have realistic expectations. If you expect every story pitched to get media attention or you expect to be on the front page or if you think that you’re going to become a regular on the Today Show, then you’re destined for disappointment. If you’re not sure what is realistic, ask. A good public relations partner will help you understand what to expect.

Tip #7: How will you measure success? Make sure both the company and the firm are judging success the same way. Nothing derails a partnership quicker than disagreeing on how successful a PR campaign is going.

Tip #8: Who will be your point-person? Decide your company’s primary contact for the public relations firm early and invite them be part of the hiring process. Your point person must be someone who is engaged in the process. By having them involved in the beginning, you make sure they have a voice in the selection process and the strategy, which creates a great foundation for your new partnership.

Finally, It’s also worth noting that a good PR firm follows the same process we’ve just outlined when meeting with prospective clients. If a client isn’t the right fit for our strengths and if we’re concerned we won’t meet or exceed the client’s expectations, we’re upfront about it and turn down the opportunity.

Choose Your Own Adventure Story

by Josh

What stories are you paying attention to? Is it the upcoming Presidential election? How about the Cubs/Indians World Series? Maybe it’s the national anthem protests or the latest Kardashian gossip.

There’s no one correct answer. Whatever your personal interest, that story is going to appear bigger than most others and you’ll be able to recite more facts or updates than any other current news story.

The challenge for any business is to figure out which story will get noticed by the intended audience.

A story about weight loss usually isn’t going to be of interest someone that isn’t trying to lose weight. However, a story about how to help a friend or family member lose weight might draw attention.

People pay attention to different stories or advertising because it fits with their individual life or interests – professional or personal.

Not sure you believe me yet? Answer this: How many signs did you see on your commute from home to your place of work? The answer depends on you. For example, if you’re looking for a new home, you’ll notice “For Sale” signs everywhere. If you’re not looking to move, you likely didn’t see many home for sale signs outside your immediate neighborhood. You only noticed the homes for sale in your neighborhood because you have a vested interest in your own home’s worth and who might become your new neighbor.

It’s subconscious, but when you accept this reality you can take advantage of it. That’s what we do for our clients. We don’t want to talk to everyone, just the right people. It starts with understanding your primary target audience, then decipher where they get their news, and what type of news they want to see. We share your story where it will have the most direct impact.

After telling those stories, look for the people one step outside your primary target audience that can still influence the decision makers, followed by taking two steps back, and so on. Returning to the weight loss example stated earlier, it’s reaching out to friends and family of someone looking to lose weight in hopes that they can influence the person actually trying to shed a few pounds.

In a professional setting, the equivalent may be a broader case-study type story about how a competitor to your target company benefited from using your 3rd party service or product. The company Executive who may not be as interested in all the details and specifics of your product or service, but they may like the overall result. That Executive may share or mention the story to a subordinate/the appropriate department head that you’ve had trouble reaching directly. When the boss tells an employee to look into something, they usually do. So now you have the opportunity to share the details and specifics with your true primary target client, the person making the final decision or recommendation back to the Executive.

Ultimately, it’s about getting your story heard and noticed by the people most likely to already be interested in it. The more targeted and focused you make your story, the more likely it will have the intended impact.

Wording Can Make Your Idea a Winner or a Loser

by Josh

The message you convey when naming a company, a campaign or an issue can be the difference between success or failure. Let me share a few examples – and excuse me if some are political.

In Arizona this November, voters will decide if recreational marijuana should be legal in the state (similar to Colorado). The campaign committee in favor calls itself: The Campaign to Regulate Marijuana Like Alcohol.

The campaign’s name does an excellent job re-positioning the argument beyond the traditional drug debate. If all voters begin referring to the issue as a vote on whether marijuana should be regulated like alcohol, my bet is it’s likely to pass.

Here’s another example – the long-running political debate over abortion. The issue of abortion in this country is divided and has been for years, but I would argue that part of the reason it’s so divisive is the wording we use. “Pro-choice” is a positive impression and self-description. So is “pro-life”. It’s not like a debate between “pro-choice” versus “pro-dictating what others can’t do”. It’s not “pro-life” versus “pro-death”. Based on the self-descriptions, there’s no winner or loser between “pro-life” and “pro-choice”.

By comparison, a couple decades ago when “pro-choice” supporters began using and repeating the language “Partial Birth Abortion” during debates and conversations with others, that issue was for the most part politically lost.  Leading to a wave of states passing laws forbidding abortions after a certain number of weeks which is still a resulting issue today thanks to the original language.

Finally, let’s share an example of something as simple as a company name – like the name of my company, 10 to 1 Public Relations. Coming up with a company or product name is a lot harder than most people realize. One reason is that most names are already taken and finding something with a good URL domain is tough. 10 to 1 by itself isn’t memorable, but in context it is unforgettable.  10 to 1 is named after the notion that it takes 10 good things to be said about your company to make up for 1 bad. Since it’s inevitable that a negative story (legitimate or false) will occur, it’s essential to build up a “good will bank” to protect your image.  As soon as I tell anyone the meaning they understand and can recall our approach.

The lesson:  Descriptive wording matters. When you or your company is trying to consolidate support on a divisive issue, or to demonstrate how your product helps solve a problem, you have a much better chance of success if all parties use your chosen words to discuss it.