Essential components of brand journalism

Public relations professionals have spent lots of time debating whether journalists make the best PR people.

It used to be that ex-journos were hired in narrow roles based on skills or pedigree. At a large agency where I once worked, they were invited to the big pitch to weigh in on story potential, drop names, and wow the prospect.

Others were installed in editorial spots where they could wield a blue pencil but otherwise stay out of the fray.

Recently, the conversation has shifted to something that professional communicators are doing more often—brand journalism. Though the term is somewhat controversial, its practice—corporate storytelling through compelling and relevant content—is not contentious.

So, is there anything new here?

It comes down to a matter of approach and commitment. In the past, we were identifying and telling client stories, but the typical PR approach lacked a true journalistic sensibility. A press release is not a story.

Today, with the influx of traditional journalists into the profession and the rise of digital and social media, the emphasis is more on getting it right. And without question, someone with experience spotting news, shaping a story, and writing against hellish deadlines has the requisite skills.

Here are some guidelines for better storytelling for all communicators.

Is it a good story? Obvious, yes. But how often have we been pressed into putting out irrelevant, underwhelming, or overly commercial content? As storytellers, we need to help clients understand the need for higher-quality content that’s designed to build a brand over the long term, not generate a “quick hit.”

Does it offer real expertise? Good content must be credible, and credibility rests upon expertise. The good news is that most companies do have legitimate, deep, and relevant expertise to offer. Where they don’t, it must be “borrowed” from third parties. Telling people what they already know doesn’t get us anywhere.

Show, don’t just tell. Corporate values and philosophies are terrific for internal consumption, but many companies tend to get too caught up in message delivery without the real-life examples that make all the difference. The classic novelist’s rule to “show, don’t tell” is a useful mantra here.

Is it high quality? Well-written copy and well-produced (but not necessarily polished) video content are absolutely critical to good storytelling. Empty words, bloated corporate-speak, and padded narratives are not.

Does it inspire action or change? Truly compelling content should leave the reader with a changed or broadened perspective, or with a clearer idea of action that should be taken. Change should be a goal for every narrative.

I’ve often said that in the ideal world, every PR person would spend a year as a journalist to strengthen skills and deepen our perspective. Maybe now, we will.

 from PRdaily

PR wa Tigo nae amehamia Airtel

Sikuwahi kufikiria hili na sidhani kama hata wewe umewahi kufikiria hili pia??!!Eti kwenye tangazo la Hamia Airtel dereva lile gari dogo nae mwishoni kabisa alihamia kwenye basi kubwa  la Airtel.. Nimelikumbuka hili baada ya kugundua kuwa aliyekuwa Afisa uhusiano wa Tigo Bw Jackson Mbando sasa yuko Airtel akishika nafasi hiyohiyo..Jibu nililopata kuwa kampeni ile kumbe sio ilifanikiwa kuwavuta wateja bali hata aliekuwa dereva(afisa uhusiano) nae amehamia Airtel…….Is that’s advertising power??!!!

Mr Jackson Mbando

Katika hili tangazo dereva nae alishuka na kuhamia basi la Airtel.Na hicho ndicho alichofanya Mbando(dereva).Angalia tangazo hili

Advice for the next generation of PR

I’m not sure whether I cringe or chuckle when I hear a college student or recent college graduate comment on the glamorous nature of public relations.

Reality check: PR is not glamorous. If that’s in your top five reasons for entering the industry, you had better change directions now. The truth is most people don’t understand public relations, even those entering the field. As a PR pro, I’m not sure whether that’s good or bad, because—if we want to get down to it—most often it’s a thankless job with a high amount of stress.

Every day is full of opportunities to make an impact for the company or brands you represent, but there is never enough time and luck—or whatever you want to call it: timing, circumstances, etc.—isn’t always on your side.

But you should never count on luck to be on your side. Every successful outcome starts with a solid strategy with various plans of attack. And by “attack,” I don’t mean duping reporters, spinning the truth, or forcing a story down anyone’s throat.

Smart PR pros focus on the brand and the consumers. What is their love line? What is it that brings them together? They start there and build programs, platforms, pitches—whatever it takes to emphasize the strengths of the brand.

I get sick of people assuming everything in public relations is a lie. There have been serious cover-ups and flops under the PR flag, but that isn’t the premise of the practice. We help brands tell their true stories. We compliment other marketing programs (such as advertising) to give life to a brand and foster a reputation that the public respects.

Here are six pieces of advice for the next generation of PR professionals:

• Be prepared to work your butt off with little pay;

• Be prepared not to receive much praise, but to be given quite a bit of responsibility (every part of a PR team is important);

• Be prepared to be given little respect by journalists and some clients—until you’ve earned it;

• Be prepared to listen and to soak in all information when told the first time;

• Be prepared to continue making mistakes and learning throughout your career;

• Be prepared to feel immense pride when you see the positive impact you’ve help make for a company.

I’m not trying to scare away new recruits, but I want the ones joining the ranks to be tough as nails and ready to dive in headfirst—not to expect to flounce around at parties mingling with celebrities.

Any words of wisdom you’d like to share with those joining the PR ranks?

courtesy of PRdaily

Why majority of Tanzanians are impoverished in a Wealthy Country and How to eradicate Poverty’

Zitto Kabwe, MP

I use the term The Bottom 30M to paraphrase Paul Collier’s Bottom Billion. This article has been motivated by the article I read from The Citizen on Saturday of 9th June, 2012. The article (Tanzania: Don’t leave your rural world behind) authored by Jacques Morisset, an economist from The World Bank explains the obvious and answers the fundamental question, ‘why is Tanzania poor’.

Almost 30 million Tanzanians are left out of Tanzania’s success story because the economic growth has never been inclusive. The policies of economic development adopted by Tanzania as directed and supported by the Bretton Woods institutions is the main cause of this skewed growth.

For the last 10 years, a decade, of adopting Poverty Reduction Strategies (MKUKUTA I, II and now III) Tanzania has recorded a remarkable economic growth rates but with a puzzling outcome, because the majority still live in poverty. In 2011 the Poverty and Human Development Report (PHDR), the first statement recognizes this paradox of ‘a growing economy with increasing poverty’ and that of growth without jobs. One can claim that the bottom 30 millions Tanzanians are poor because the policy makers wanted it be.

Why are the majority of Tanzanians still poor?

Government reports as well as various research findings show that the poor live in rural Tanzania. The Household Budget survey of 2007 shows, 37% of the people living in rural areas are living below the poverty line, only 2% of the people have access to electricity and less than 40% have access to water supply. The Uwezo report ‘are our children learning‘ of 2011 shows that children from poor families do not get educated and for those in standard three in primary schools, only 3 out of 10 can answer a standard two question. This is a clear indication that the poor potentially get poorer and inequality widens.

Lifting poverty levels in the rural area could potentially improve even the welfare of urban community. Statistics show that majority of young people migrate to urban towns every day in search of greener pastures. However, it is clear from my explanations above, these young people would arrive in urban areas without sufficient job skills, without proper economic potentials and therefore this breeds another life of misery. It is not rocket science to link the high unemployment in our towns and cities and the increase in criminal activities such as drug trafficking, prostitution etc. The point I am driving home here is, it is in our best interest to improve the welfare of the rural majority in order to ensure peace and tranquility even to those who live in urban areas.

Why is poverty a rural phenomenal?

Mr. Morisset again states the obvious. Agricultural growth in Tanzania has been flat. Since Agriculture is the dominant sector in rural areas, then rural economy’s growth rate has been flat over the last decade. While we recognize record growth of Tanzanian economy, only a quarter has felt the growth leaving the rest living below the poverty line, for the last 10 years. This has happened because of poor and extractive policies on Agriculture (bureaucratic and corrupt crop boards, roadblocks, export bans on agriculture produce),  inadequate rural infrastructure ( irrigation, roads, energy and water supply) and a lack of focus ( leadership being distracted to lucrative rent generating sectors like mining and later telecom). In many sense, our leadership decided to leave the rural behind. Tanzania chose to have the Rural poor. Rural Development has never been on top of the agenda of the Government of Tanzania since 1985.   Rural Tanzania is poor because  post Mwalimu governments have made a consisous decision for it t be that way.

ADVERSARIAL: a typical press war!!

Among the things that I was interested to see, was a sample of adversarial rejoinder,because I could not imagine how comes a PR practitioner become a thorn or (fire) to the press. It could not make sense in my head because, we are taught(PR students) to respect  and build strong relationship with media, due to its potential and  a power that media has. The power of bridging an organization with its external public and preserving corporate image. I also was curious to know, how confident and powerful the person/organization is, to stand and blow a fire in front of media or its reporters.

Interestingly, few weeks back I came across the reading which I account it as a typical adversarial. Indeed, it’s an adversarial because a writer, Mange Kimambi owner of U-turn blog, was trying to respond  a story written by Tanzania Daima. The story came out with headline…KUHUSISHWA NA KIFO CHA KANUMBA—RAY AMTIA MBARONI MANGE KIMAMBI. 

The story claimed that Mange was arrested after accusing Ray with Kanumba’s death! In response to that, Mange post this on her blog…"Gosh, this is the kind of silly news a main stream paper in Tanzania writes.

The country is going through a major crisis right now and they actually find space, tena a really visible space to write such a stupid untrue story.

Ok, this is the last time im addressing this stupid. 

SIJAWAHI KULALA NDANI IN MY ENTIRE LIFE AISEE…I HAVE NEVER SEEN THE INSIDE OF A CELL. 

I mean vitu vingine tujaribu kutumia common sense, hivi Ray ni wa kunilaza mimi ndani au kunifunga????? Gosh, that will be the day!!!!

Mtanzania Daima, Irene whoever, u got wrong information and its so stupid of you to publish it without speaking to me first. I spoke to a policeman on the phone and was told wataniita if ever nitahitajika because some dude called Ray complained about something that he thinks originated from me, how is a phone conversation being translated into spending a night in jail?????......."

 From PR point of view this is a typical war towards a press because it does not create advantageous environment for an organization to corporate with media. No matter how the press gives a negative publicity or inaccurate information over your organization, giving them harsh return is not recommended. Smart practitioner always avoids entering into clash with media. A mild rejoinder will provide facts without offending the press and cementing corporate media relation.

3 things you should learn from toddlers!!

In our daily life, we are surrounded by toddlers in our houses. Most of time we ignore their actions, get bored with them since they are asking too many questions and touching everything that comes across them. They doing all these because; they are full of energy and willing to learn. As someone who needs to excel in PR profession or develop your career, the following toddlers’ traits you have to embrace


 Practice makes perfect

Toddlers have to practice everything, from putting on their shoes to learning how to use the potty. They seldom learn a new skill on the first try and need to practice and reminders of how to do something.
Although PR professionals don't need to practice tying their shoes, they do need to practice their public relations skills. Technology is constantly changing and shaping the PR world; practice is the only way we will learn how to use this new technology to our advantage. 

Be curious and ask questions

Every day we bombarded with questions from toddlers, who asking anything from “What is this?” to “How does this work?” As simple as these questions sound for a toddler they are their way of learning something new.
In the PR world, curiosity is a skill that every practitioner needs. To be successful you need to be curious and ask questions. PR practitioners are expected to know everything about their client. How are they supposed to become an expert if they don't ask questions? 

Make friends (networking)

Thing toddlers I work with aren't afraid to say high to a stranger. They are constantly saying hi to the next toddler who walks into the room or to the parent at the door. For a toddler this is how they make friends, but the same idea can be used for networking. 

   You never know the story behind the person who is next to you in line or working the cash register at your favorite store. They might be your next client or someone who can help you with a project. You'll never know if you don't talk to them.
So take advice from a toddler and say hi to everyone you know, it might spark a conversation and land you your next big client or published piece.

                                                                                                                                         

by Bonnie Jacob                                                                                                                                                                             courtesy of prdaily

Be independent..

   Live your own life. Be responsible for yourself. Don’t let your equals boss you around. Use your intelligence to find out the things you need to know, and do what your better self you to do. 

Don’t manipulate anyone. Don’t allow anyone to manipulate you

Be able to “Yes, I want to do that  ...” And don’t be afraid to say, “I prefer not do that. That’s not for me.”

Live uprightly and courageously according to the grace of the moment.

 

From the book 60 WAYS TO Let Yourself Grow written by Martha Mary

Still moving on...its time to shine with UD-PRSA t-shirt!1

    Dear members, partners, friends of UD-PRSA and friends of PR in Tanzania, it’s my pleasure to launch the UD-PRSA t-shirts project, It’s glad because, from the pre-launch survey that we did we got positive remarks from respondent. They all noted that the project will keep UD-PRSA in a position of raising awareness to college external environment and assisting our association in its daily operation.  The support that you gives us, honestly encourages UD-PRSA in moving on, we believe this project marks another further step towards creating our own reality. The reality that’s, we are the future outstanding PR and communications media practitioners.

  By beginning, with this project we prepare round t-shirts with UD-PRSA phrase and our moto (we build our own reality) in the front side. While in the back there is an acronym UDPRSA with its long phrase below it.  We are grateful for Mr Bruno Joseph and Eliud from TAMADUNI art & design for their great job in accomplishing the project. It’s encouraging that the project has been appreciated and accepted by everyone but still we call for your views so that we can make something best in the future.

  As time goes we are looking forward to bring other t-shirts with SJMC kwetu logo, POLO t-shirt (form six) as commonly known and also tops for ladies. What required is your strong support in order to accomplish all these. 

Together we can, unity forever & never despaired in this journey of building your reality.

Bonnie Jacob

Project initiator

Front view

Back view

Our t-shirts hang at TAMADUNI house in Kinondoni

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 Kids are Angels..probably he was heaven sent to bless UD-PRSA that's why he hold our-shirt.