How our “No Jerks” Policy Has Helped Our Business

by Josh

How our “No Jerks” Policy Has Helped Our Business

Did you know we have a “No Jerks” policy? It applies to both our co-workers, and our clients.  While the phrase may seem lighthearted or written to amuse, we’re serious about it.  And yes, we believe it’s helped our business.

Here’s what the “No Jerks” policy means. 

From a co-worker perspective, it means saying “Good Morning” when you walk in the door and meaning it.  A willingness to share snippets of your “real life outside of work” and taking a genuine interest in the passions and stories of those you work with.  It means showing mutual respect, knowing that all ideas are worth considering no matter who they come from.  It means having each other’s back publicly, but pointing out mistakes not to impugn, but to improve in private. It means knowing it’s okay to make a mistake, as long as you’re willing to learn from the experience.

As it relates to clients, it means it’s okay to turn down a customer, or even to fire them if necessary.  It means that we get to choose our clients similar to how they get to choose us as their PR Firm. Do we think they are ethical, and that they treat their customers fairly? Will they talk to us with respect and seriously consider our comments?  Granted, they don’t need to accept all our advice, we just want to contribute and help our clients see the potential brand benefits or risks of their decisions.  We aren’t “yes men” and we don’t want to be. Where’s the fun in that!  Our clients needs to know and accept up-front that we’re always going to share our honest opinions and suggestions in private, but they can have confidence that once the final decision is made we’ll back their call publicly 100%.

The “No Jerks” policy follows something else we started a few years ago, called (excuse the language) the “a**hole fee”.  It’s a lot like it sounds… and we only have pulled out this threat a few times.  Here’s how it works:  Let’s say a client who we normally have a great working relationship with is aggressively over-focused on a truly superficial detail or is uncharacteristically being verbally rude to a member of our team.  Jokingly, I’ve told them we understand their issue and we’ll do our best to fix it, but if they keep up being abusive to us I’m going to add on an a**hole fee. In both scenarios the individual stopped cold… and after about 5 seconds started laughing and said okay, I get it, I’m sorry.

We believe that the “No Jerks” policy has helped our company because it allows us to focus as a team and company on what’s really important. It helps us remove all the time wasting headaches and distractions quickly.  For example, it requires us identify staff and partners where their personality and how we believe they’ll interact with fellow staff and clients is considered just as important as their professional talents.  It also makes it okay to pass on potential clients where we fear they have unrealistic expectations, or where we just have a gut feeling that they aren’t a good fit or that we won’t enjoy working with them.

And yes, it is fun to say we have a No Jerks policy too.

Oh, and for the record—the “No Jerks” policy wasn’t our idea.  We adapted it from one of our IPREX partners, Dallas-based SPM Communications.  IPREX is a global network of Independent PR firms, and 10 to 1 Public Relations is the sole Arizona member of this exclusive network. We had the opportunity to meet the SPM team last year and tour their offices where we learned about “No Jerks”.  We liked it so much we “borrowed” it!  We’re pretty sure they won’t think us jerks for doing so!

Are you a Newbie? Take advantage!

by Josh

If you’re new to your role as a spokesperson or in leading public relations efforts for your organization, you’ve got a great opportunity. You get to “be dumb” to the very people that you’ll need to succeed in your role.  So are you taking full advantage?

Here are some examples of what you can do as a “newbie” that veteran PR pros cannot.

If your new job includes pitching stories to TV news departments, you need to understand how TV news departments operate.   Ask the station if you can hang out with them for a morning to learn how things work behind the scenes.

Spend a couple hours sitting with the assignment desk and see how many calls come in from PR folk trying to get their stories covered. See all the emails they skim through and the social media posts and tweets that they constantly monitor.  Listen to the scanners in the background and the back-and-forth among the newsroom staff.  I guarantee you that the respect you have for the assignment desk staff will increase, but you’ll also learn how to better share your story ideas and get covered.

You also should ask to sit in on the “morning meeting” where the decision makers assign the reporters and photographers to events in their daybook (calendar of potential stories).  Listen to how they decide which story is most important that they need to cover.  Understand why other stories get ignored or left off the list because the station simply didn’t have enough cameras to cover every worthy story.

In one morning you’ll learn more about how to get your story on TV than anything else you could do.  It will also make the newsroom more reception to your future pitches.  Not only because you now understand what they need, but because the assignment desk staff can put your face and personality with the voice over the phone or words in an email.  It’s the ultimate tie-breaker when it’s your story versus another and it’s a toss-up over which to attend.

The idea also works for radio or print publications.

The next “newbie” opportunity you have is to talk to other peers and pros.   When I first began as a PIO for an ambulance service, I reached out to several area municipality and fire department PIOs and asked if I could meet with them.  I got some great insight and advice to help me in my new job.

And while you’re at it, are there any other industry peers you need an excuse to call and invite for coffee?

Here’s the part that will surprise you more than anything.  If you’re willing to admit that you’re new to your job and ask someone else for help, they will quickly and gladly agree.  People love talking about themselves and explaining what they do.  So ask them to talk about themselves and explain what they do.  Ask if they have any advice for you in your new job and ask them what they would do in your position.  You won’t sound like a lightweight, you’ll sound like an up-and-comer.

Passion Creates a Better Story

by Josh

During High School and college I worked at several radio stations and was lucky enough to interview several famous musicians.  One was the Piano Man himself, Billy Joel.  He shared some advice that some 20+ years later still resonated with me.  He said, “Figure out what you’re good at, and do that.  Otherwise, you’re just wasting your time.”

Over the years, my memory of that interview is triggered by something I see or hear.  It’s happened a few times this week so I thought I’d write about it.

The first triggers stemmed from LinkedIn and Facebook posts.   I saw a few different photos and memes on the importance of passion.  For example, one said “Working hard for something we don’t care about is called stress.  Working hard for something we love is called passion.”

I also received a phone call from a peer that I highly respect seeking some advice.  About a year ago he quit his job after feeling burnt out.  He launched a new career and business, which is doing well.  But he admitted he was considering returning to his former career because he missed the passion he used to have for his work.

It got me thinking.  Being good at something isn’t the same as being passionate about it.

After that long lead-in, here’s my point.  Don’t waste your time.  Figure out a way to combine your personal passion with what you’re good at doing.

Here’s an example.  A financial advisor I know (no, not my wife) had a passion to ensure that his personal investments were not “terror infested.”  Unfortunately, no mutual fund existed that screened out U.S. companies operating in terror nations like Iran, Syria and North Korea.  So he created the nation’s only mutual fund developed to ensure all investments are terror free.  The fund screens the S&P 500 for companies operating in terror nations and replaces them with companies who have decided not to operate in rogue states.  He combined his talent with his passion.   It’s not easy, but it’s fulfilling and personally rewarding.

Our role as public relations professionals is to recognize the passion within ourselves, our organization and within our peers.   Then, we need to tell that story.  These human interest based stories will create memorable images that will create positive public awareness for your company.

Because passion is more memorable, and more contagious, than talent.

So to update Billy Joel’s quote, “Figure out what you’re good at and passionate about, and do that.  Otherwise, you’re just wasting your time.”

Raising your Company’s reputation, one employee at a time

by Josh

Your organization has a hundred employees and you get 10 co-workers to volunteer for a day building a house for Habitat for Humanity. Do you consider that a success? Optimists would say absolutely yes; pessimists instead would point out the remaining 90% of employees who didn’t participate.

Does that mean 90% of your employees are heartless community haters? Of course not! In fact, many of those employees in the 90% group likely volunteer outside of work sponsored events. They may volunteer through their church, a local pet rescue organization or as a mentor or Big Brother or Sister to at-risk kids.

Wherever they donate their time, it’s obviously personally important, often passionately, to them.

The better question is — how can your company receive credit for the personal volunteer efforts of your co-workers while they receive the recognition of performing good deeds? Once you figure out this riddle, you’ll accomplish several things.

  • Your employees will be happier as you recognize and appreciate what the good they do outside of work hours.
  • Potential employees will like seeing the commitment and encouragement to be community involved.
  • Potential customers and decision makers in the community will credit the company for supporting and encouraging the personal efforts of your employees.
  • You’ll have a lot of no-cost media opportunities to promote and brand your organization through the amazing people who work for the company.

The best part is that you don’t need a lot of money to succeed (I’ll share some ideas how to stretch your budget later in this column). First and foremost is a decision to spend the time and energy to learn what your co-workers are already doing in the community.

Start with a simple survey to all of your employees asking:

  • To what organizations do co-workers volunteer their personal time?
  • Do they serve on any non-profit boards and what volunteer titles they hold (Board Member, Chairman, etc.)?
  • Do they volunteer anywhere (little league coach, religious school teacher, food kitchen, etc.)?
  • Where have they volunteered in the last 12 months — even if just once?
  • To which charities do they donate their own money (church, pet rescues, cancer society, etc.)?
  • How many volunteer hours do they perform each month?

I promise you’ll be amazed to learn all that your co-workers do in the community.

Now compile the collected information into the following lists.

  • All the organizations mentioned
  • All of the boards/community groups of which your employees serve
  • A total of all the volunteer hours for the entire year (if individual surveys say they volunteered 10 hours a month, multiple by 12 to show a total year average)
  • A total dollar amount of personally donated dollars by employees

Draw a line under each list and add company coordinated or sponsored organizations, donated cash plus in-kind dollars and any in-kind donated hours (free standby’s, etc.).

Now you’ve got an impressive list to promote! All you need to do is qualify the stats. Instead of saying “COMPANY donates more than X dollars to the community,” now you simply say “COMPANY and it’s employees donate more than X dollars to the community.”

Don’t hide the origin of the full list — highlight it. Take credit for hiring amazing people who not only do a great job for the company, but for the community as well!

Place the list on your company website and marketing materials. Even include the list in proposal bids to retain or expand service. This strategy is especially effective for companies that are unable to donate a lot of time or money as an organization in the community.

Over the years, I’ve helped many companies create philanthropic donation programs to help build their community image. The key is to start with a budget number and create a donation strategy that fits your marketing goals.

Let’s say you have $20,000 total to donate. Are you better off donating the entire amount to one organization or giving $500 to 40 different organizations? The answer may depend on the community image you wish to create.

Are you trying to make a significant impact on solving a single problem? For example, if making sure every kid has a bike helmet to prevent head injuries is your focus, you can buy a lot of helmets with $20,000.

You can then spend the rest of the year passing them out at events, schools, etc., while collecting media attention along the way. Your organization can OWN this issue.

Or does your company gain more by having 40 community organizations send you “thank you” letters? You can distribute 40 press releases or hold 40 events where you hand over check you write so that local leaders view your agency as a true community partner and supporter.

Here’s another strategy — I once put together a successful program where each employee could choose where to designate a $50 donation from 25 to 50 pre-approved charities. The program was extremely popular with employees, led to great media coverage and ultimately only cost the company about $5000 — less than they expected.

My point is that it’s not about the amount spent, but about the impression created. Yes, it feels good to be involved in your community. It feels even better to get credit as a company for that involvement, all while creating a positive image and reputation for your agency or company.

Does your company use another strategy? Share it in comments so we all can learn from your example!