A PR Professional’s View of the Fourth Estate

Press ConferenceI finally got a chance to watch “Spotlight” this weekend. As a former police reporter, I sympathized with the Boston Globe team’s anguish over the impact of the story, their loss of faith and their empathy for the abuse victims.

The movie did an excellent job of exploring the role of investigative reporting as a business model and as a voice for its readers. It’s become fashionable to blame the media for failing to offer balanced news and information. And, it’s a business shrinking faster than any other right now.

But just imagine a world without reporters, without a team of dedicated journalists who refuse to let a story die, who won’t give up in the face of endless bureaucracy, stonewalling and outright lies.

What if Curt Guyette and Ron Fonger gave up following the lead levels in Flint’s water system?

What if Chad Livengood had dismissed those recordings of Todd Courser?

What if M.L. Elrick and Jim Schaefer hadn’t dogged Kwame Kilpatrick?

What if no one had written a single line about Ricky Holland, the little boy who died at the hands of his adoptive parents?

I’m thankful for those hard-nosed, bulldogged reporters who won’t let a story die. It might seem like a strange position for a public relations professional. After all, I’ve been on the receiving end of those dogged reporters.

But I understand the power of the press and its role in a democracy. It’s truly frightening to see the number of reporters declining so dramatically and the press contracting. Without a strong, well-trained cadre of journalists acting in the role of watchdog, democracy is at risk.

Yes, this is a PR professional saying that I want those reporters asking questions and sharing stories about wrongdoing. This PR professional has a deep respect for their work. I was trained as a journalist first, well before my career in public relations. I take the responsibility of the press to act as the Fourth Estate very seriously.

Effective media relations –a sound public relations strategy – won’t cover up or gloss over bad management and illegal actions. Sure, it’s not fun being on the end of those questions, and I don’t enjoy seeing stories critical of the organization I represent.

Public Relations Society of America ethical guidelines encourage the free flow of information without compromising proprietary or confidential information. It can be summed up in a very short rule I was taught by a long-time PR pro: You lie; you die – at least professionally.

I’ve felt anguish when I could not share confidential information with a reporter asking legitimate questions, and I have always explained why I could not answer fully and honestly. It’s a very uncomfortable position to be in, especially if the reporter becomes hostile.

But the alternative – a democracy without the Fourth Estate – is something I dread even more.

 

Image from Flickr Creative Commons: Artur Czachowski Photostream

Reaching into the Past

In the spring of 1999, I graduated from Western Michigan University with a master’s degree in English with emphasis on profession writing. That final semester, I produced a staggering number of essays, proposals, position papers and more. My life was split in two, vertically. Monday through Thursday, I lived in a small apartment in Portage, attended and taught classes, and spent hours writing at an old Acer computer on a card table. After my final class got out at 9 p.m. Thursday, I drove straight through to Alpena to spend my weekend with my husband and son. This is an except from my a memoir I submitted on Feb. 25, 1999.

 

Lexicology: A Memoir of Words

writingI kept a pile of books in the corner of my childhood bedroom within easy reach of my single bed. Two walls painted a shade of the blue sky propped up the three-foot stretch of glossy-coated romances, a rainbow of color — red, white, purple, teal, and green — against the blue. My favorites were Harlequins, and I inhaled them like smoky incense, breathing in their stories. “I was raised on romance,” I tease my oh-so pragmatic husband today. Perhaps more honestly, I escaped my adolescence in those stories, a book propped up on my pillow. In my favorite romances my glasses never sat crookedly on my face, pimples never appeared on my chin, and I was never without a date at the school dance. No, I was a governess for a wealthy recluse on an island in Italy. Or a companion for some troubled child who had lost her mother in a tragic car accident. Or a professional editor working with a difficult author who refused to leave his estate in Greece. And I always managed to fall in love.

The stories branded my brain. Many mornings I woke to find sentences printed backwards on my forehead after falling asleep reading and my fingertips black from the ink that smeared from the pages. Words like love, passion, and kiss became part of my vocabulary and I learned how they fit into whole sentences. Naturally my first attempt at a novel was a romance. I wrote it longhand in pencil in a spiral notebook with a fuzzy sailboat on the cover. I consulted my set of Childcraft encyclopedias to make sure I had the details of setting right. Yes, Colorado Springs was at the base of Pikes Peak. Yes, Candlestick Park was in San Francisco. Daily I scribbled away — on the bus, in my classes, late into the night.

*  *  *  *  *

In high school, my English teacher and I cracked heads over her grammar lessons.

“You can’t say that: Everyone should bring his book,” I read the sentence she had written on the board with my favorite simpering voice. “Nobody talks that way and it sounds stupid!”

Ms. Leigel stared at me open-mouthed while her red hair bobbed in agitation. Nothing in her 20 years of teaching prepared her for my mouth, the words that spilled out of me. I could see the confusion in her bony face, watched her hands twitter that anyone would be so blunt, so contradictory. Irritation flashed across her face, and she opened her mouth to respond. Then she remembered where she was and the other faces in the room. She smiled sarcastically and hid behind the grammar book open on her desk.

“Of course that’s the way it is, Colleen. The pronoun must agree with the noun antecedent.” She carefully circled the pronoun his and drew an arrow back to the one in Everyone. “One person is a his, not a they. If you had read the assignment for today, you would have known that.”

“Well you’ll never get me to write that way,” I retorted. “EveryONE will think I’m a fool and don’t know how to write. And I DID read the assignment.”

She gave me an “A-” and carefully added up the points I lost for refusing to learn her lesson in noun-pronoun agreement. She couldn’t overlook the “knack” I had for stringing words together in “pleasing combinations,” as she so often wrote on my weekly themes.

*  *  *  *  *

During my junior and senior years of high school, Ms. Leigel was granted a reprieve. I took two hours every semester of journalism instead of American literature and started writing things that mattered to me. I started telling stories, stories about people who were real and hadn’t lived hundreds of years ago. I wrote about a boy dying of cancer who, after losing his left arm, still found a way to repair his car engine. I wrote about the boys swim team and the girls volleyball team. I earned the nickname Ms. Sports Illustrated because I was at every basketball game burning miles of film under the backboards, hoping for that one photograph that would be sharp enough to print.

When the school paper didn’t have enough room for my stories, I went to the local community weekly. And I learned more words — paste up, half-tone, banner headlines, grip-and-grab shots. And I learned about truth in a small town. When Mr. D— didn’t want a story run about the break-in at his store, it didn’t run. He was, after all, one of the biggest advertisers. I hadn’t yet read Nat Hentoff or learned the words freedom of the press. Those words were yet to be discovered.

*  *  *  *  *

Very little in my life prepared me for my first professional assignment as a police reporter. I entered drug houses with my pants tucked in my socks so cockroaches wouldn’t crawl up my legs. I didn’t turn away when cops carried out babies wrapped in coarse blankets. I learned to talk to people who had family members killed in brutal murders and bloody accidents. They had stories to tell, and I encouraged them to talk, letting their own words illuminate their losses. I was prepared for the child who killed his best friend while playing with a shotgun. Sitting at my computer minutes before deadline, their words spilled out of me, through me — loss, tragedy, death and crime.

One Sunday morning, I opened the paper to the metro cover and three out of four stories carried my byline: the children who had taken up a funeral collection for their friends who had been killed earlier in the week by a train while playing on the tracks; the study that showed the housing market in Lansing was closed to minority couples; and the train derailment in a neighboring county. I had filled a whole page with words that meant something. I celebrated and slept that night with the page on my pillow, smearing newsprint all over the crisp sheets. I didn’t care.

*     *     *     *     *

I married a man raised on numbers, not words like me. Life, for him, can be reduced to a geometric equation balanced on both sides of the equals sign. He measures success in the number of zeros in his paycheck and the number of dollars of roadwork he oversees. When we fight, he argues in numbers while I yell the words I’ve learned throughout my life. It is a strange pairing, one that defies his logical equations. I once convinced him to read a whole novel, something he had never done in six years of college. He taught me to balance my checkbook, but I cheat and use the calculator. He still orders magazines with pictures, like Country and Western Horseman. He is tall and lean; I am short and chunky. Our pairing is like a cliche written a million times, a cheap gimmick I found in my romances as a child.

He has taught me more words that I never would have known had we not married — commitment, honor, logic, and reason. We’ve given up trying to change each other. He will never be the strange recluse who brings fresh flowers every morning to his daughter’s governess. He will never dance a tango in a tropical garden. He’s much more likely to take me a rodeo or teach me the unique chemical composition of soil rich enough to grow sweet corn. He can’t even dance a two-step. But he taught me about love and trust in ways that books could not.

*     *     *     *     *

Words failed me when my son was born. The strange alchemy that created his maleness from my female body didn’t have a word. Miraculous never seemed adequate. Instead I have learned to marvel in a new language, that of intuition, of sensation, of sound and smell. The feel of a child sleeping in the crook of my left arm. The pitch and tenor of his night cry. The warm scent of his skin as he is sleeping. I have learned to listen and not speak, to let other means of communication guide me as my son grows.

And I learned how our child combines his father’s logic of numbers and my play of words. Ethan dreams of flying in outer space, discovering a new planet, or naming a comet that has never been seen before. He uses a telescope to line up complex mathematical coordinates to locate the planets visible from our backyard and then writes a story about how Scooby-Do rescues the astronauts lost in the space shuttle. He sits at the table with his dad working on double-digit subtraction.

At eight he is not too large to snuggle on my lap as we read a book together, him reading the even pages, me reading the odd. We giggle loudly when he gets a word wrong. I purposely change the character’s name to Ethan.

“Mom!” he says, using the tone of voice that every parent has heard from a child. It’s the tone that says: You’re being really silly and I’m pretending that I don’t like it, but I really do.

“What does that mean?” he points to a word and wraps his lips around the mouthful of letters. “Literature.”

“It’s really, really good writing, words that everyone wants to read.”

 

Image from Flickr Creative Commons: LMRitchie’s Photostream

 

Standards and Stylebooks

E-ReaderAs a word nerd and a writer, grammar, spelling and usage matter much more to me than the general population. I notice when people use the wrong version of its/it’s or misuse an apostrophe to make their family name plural.

I shudder in horror when I see you’re/your and their/there/they’re in the wrong context. And don’t even get me started about the whole counsel/council debacle. I often have to excuse myself from polite conversation.

Grammar and style are constantly evolving, changing and adapting to new lexicon and the jargon that invade our lives. Consider, for example, how the definition of memory has changed. Now it’s measured in units, not just in clarity.

As a writer, an editor, a recovering academic and a journalist who crossed over to the dark side, I know that what we consider to be “rules” are often not. That’s why we word nerds have a favorite style we use and consult often. We’re probably the only people who get excited when a new edition comes out.

Your stylebook of choice says a lot about your industry – and your personality.

A Manual for Writers by Kate L. Turabian – Give yourself a few longevity points if you even remember Turabian style or used it. Developed by the University of Chicago’s graduate school dissertation secretary, people who use this style probably still type their papers on a typewriter and actually use the word shall in casual conversation. They own all of Humphrey Bogart’s films on VHS and when pressed for details, admit they used to watch Tarzan in black and white.

The Chicago Manual of Style – Naturally this expands upon Turabian’s humble beginnings to address all types of publications and was developed by the University of Chicago. Its defining hallmark is the rigid use of the serial comma, embraced by attorneys who are indoctrinated in law school about a major legal judgment rendered for lack of a comma. If you use Chicago Style, you probably are an attorney, work in the legal profession or simply want to create your own cultural vibe with your writing. You likely read quite a bit of Stuart Dybek and dream of living in an Oak Park brownstone.

The Modern Language Association (MLA) – Used in the liberal arts, this style boasts being the most simple for its list of works cited in academic and scholarly journals. This is most likely the style you learned as an undergraduate in literature and English classes for the dreaded term paper. If you still remember how to properly use a parenthetical citation, you probably work in academia, ride your bicycle often to your office and own more books than pieces of flatware. Your annual expenditure on literature often exceeds your retirement investments. You’ve probably read Marcel Proust – in French, no less.

American Psychological Association (APA) – Designed for people in the social and behavioral sciences, this style boasts clarity and consistent standards to allow readers to focus on the research and less on the conventions of grammar and citations. If you follow APA style, you may be a psychologist or sociologist, have read all of Signmund Freud’s great works and have a solid theory to explain your family’s dysfunction. You love reading nonfiction, particularly true crime and history when the authors include detailed pseudo-psychoanalysis of the victims, criminals and instigators.

Associated Press (AP) – The journalist’s bible, AP style was developed by news reporters who value brevity and clarity, evidenced by short, declarative sentences. With liberal use of sentence fragments for impact. AP is the style of true storytellers and their steadfast focus on readers. If you use AP style, you likely have a journalism degree, worked in a newsroom and understand that a slug is more than a slimy worm. You eschew the serial comma and were appalled when AP accepted over as synonymous with more than. You read constantly – fiction, nonfiction and even dictionaries and the thesaurus. You often post Instagram pictures of the new edition because you’re that excited. Your best work is done under a crushing deadline, usually one that’s self-imposed. You own All the President’s Men – in print, VHS and DVD.

Confession: I’ve used or taught all of these styles at various times in my career – even Turabian. I was fortunate to be enrolled in a writing class taught by Dybek, and if you haven’t read his work, put him on your list. I’m under a forced conversion to Chicago style and struggling with that pesky serial comma.

 

Photo from Flick Creative Commons: ajleon’s photostream

Linking Pedagogy and PR

Empty ClassroomMost communicators agree that my foundational training as a reporter makes me a better PR pro, but many fail to recognize just how critical my years as an educator have been to making me into the PR professional I am today.

That’s right, PR pros are educators – helping target audiences better understand and use the stories we tell to change their lives or behaviors. When a PR pro understands pedagogical theory (a fancy term for how people learn), they can help their clients and companies better achieve communications goals.

Consider the following:

As a community college and university instructor, I developed a syllabus to reach the desired outcome for each class. Each class period, each reading and each assignment was designed to help students master specific knowledge and skills, all part of the expected outcomes for each course. Just like a strategic communications plan.

I selected a variety of assignments and activities to help students master these skills, each one growing more complex. Just like we repeat and expand messages in targeted communications campaigns.

I reviewed textbooks and course guides to select the best, most affordable tools for the students to use. Just like I evaluate the tactics and tools needed for cost-effective campaigns.

I had to demonstrate enthusiasm and mastery of the skills that I was teaching, essentially serving as an exemplary role model. Just as I do in my role as a PR professional. If I can’t demonstrate passion and believe in the brand I’m promoting, I’m not an effective communicator.

Effective public relations helps people think differently about a topic and helps them make different choices in their behaviors. Just like they do when they learn new skills and knowledge in the classroom.

If you’re looking for an effective public relations professional who has experience both as a journalist and as an educator, let’s talk.

Photo from Flickr Creative Commons: sidewalk flying’s photostream.

Losing a Child

griefOf all the memories of my days as a police reporter, this image never leaves me: A man, a father, sprinting down a long gravel driveway toward the rural house where his adult daughter had been shot. His rubber sandals lay in the driveway where he literally ran out of them.

County deputies stopped him before he could enter the house, and I watched him sag to his knees despite the officer’s arms around him, crying as he learned his daughter’s fate. She had been alive when an ambulance rushed her to the nearest hospital, but the reporters waiting at the end of the driveway didn’t know the extent of her injuries.

 “You got that, right?” I overhead a television reporter asked his camera man.

“Yep, even though we won’t use it.”

It was at that exact moment when I knew I couldn’t be a reporter anymore. I blinked back the tears, and found a large boulder to sit on while I waited.

A short time later, a deputy walked out to us and asked us to put away the cameras and not question the woman’s father as deputies escorted him to his van along the road.

“Once we get him out of here, I’ll have a statement for you,” the officer said.

I was disgusted to see the TV crews discreetly filming while the man walked out, gathering his sandals and crying.

“She’s dead,” he called to us. “That bastard husband of hers got her. He finally killed her.” He collapsed into the passenger seat as a deputy drove him away.

I waited for the officer to provide the information I needed for my story, asked the right questions, scribbled the information in my notebook and returned to the newsroom to write my story. After my shift was over, I went out to my car and put my head down on the steering wheel and cried.

A few months later I resigned, intent on finding another job, something other than writing about the violence and death that is a police reporter’s source of stories.

Now a mother, I see this scene through new eyes, contemplating the dreaded possibilities. What if it were my son who had died? How would I react? How I go on after something like that?

My husband and I have watched several friends lose children over the years. We have grieved with them at funerals, wiping away the tears as we bear witness to their pain and loss. Each time, we hug our son a little tighter and try not to contemplate how easily it could be us.

Life is fleeting, fragile and precious.

Photo from Flickr Creative Commons: Mykl Roventine’s photostream.

It’s About You, The Employer

Closing the dealA successful job search isn’t about me. It’s about you, the employer, and your needs. So let me explain what I can do for you and your organization. Here’s what I offer:

Strategic Planner – No matter how limited your budget, a good communications plan incorporates as many channels as your audience needs to discover the message. Planning is a simple process that can be done very quickly in times of crisis or very intensive when the issues are complex. Solid research, measurable goals, a proven strategy with creative tactics will bring the credible results you need to show the value of your investment in communications and public relations

Team Leader and Mentor – Energizing and motivating creative people to do their best requires a deft touch. I give people the freedom and the authority to do their best work while holding them accountable for project milestones. My leadership led the Michigan Department of Natural Resources Parks and Recreation Marketing Innovations Team to a 2006 Director’s Award. More importantly, this team changed the culture of the division. As a supervisor, I hire for attitude first and skills second. I build a team that is balanced and diverse in skills and abilities, and I keep them motivated toward the same goals. We are a productive unit that contributes to the bottom line.

Strong Writing – Press releases, news stories, feature-length magazine articles, Q&A’s, project proposals, website copy, white papers, speeches and PowerPoint presentations – I’ve done them all. At the heart of all good communication is a versatile writer who can adapt her style to match the medium and the speaker. I get it right, right now, which saves you time and money.

Social Media and Web Savvy – I’ve helped state agencies in Michigan and Florida integrate social media outreach into their communication strategies and developed policies that help organizations use these mediums to further their business goals. As scary as it is for some organizations, using social media is still about finding a cost-effective way to communicate with your key audiences and keep the communication loop moving. Email newsletters, blogs, websites, mobile apps and more are changing the tactics of communications. I can help you use these tools in strategic ways.

Media Trainer and Spokesperson – Speaking in the unique language of a sound bite is not as easy as it looks. I’ve done it, and done it well. Helping to craft your message into something that gets used is the goal. I’ve helped executives and high level managers be the voice and face of an agency too. In fact, I prefer to let your employees show their passion and dedication to their work by learning how to work with the media.

Strong National Media Network – Reporters like to work with me because I respect their role, try to meet their deadlines and don’t hide behind complicated jargon. In the ever shifting world of modern journalism, I keep in touch with reporters and bloggers on the move. I’ve worked with student reporters learning how to put stories together and reporters and columnists from The New York Times, producers from Fox News and editors from international publications.

Are you intrigued? Do you have a need for a communicator? Check out my LinkedIn profile  or send me an email at cgsteinman@gmail.com. Let’s talk about what I can do for you.

Night Owls

Night Owl

A night owl.

It’s 11:30 and I’m at my computer, tapping away; the only light burning is over my desk. My husband turned in well over an hour ago, his alarm set for o’dark thirty in the morning. I’ll be at my keyboard for another two hours – at least.

I’m a night owl. My circadian rhythm was set a long time ago when I worked the night cops beat for a daily newspaper, 3 p.m. to midnight. Nothing gets the adrenalin pumping like a shooting at 9 p.m. when the first edition deadline is just an hour away. I’d get my stories filed by 11 p.m., hang out for edits and the headline from the copy desk and then head home in the dark quiet night.

I could never sleep right away and usually ended up doing grocery shopping or laundry or whatever errands I could accomplish at 24-hour establishments. Then, about 2 a.m., I’d finally wind down enough to sleep, rising around 9 a.m. or 10 a.m.

For years, I worked the 8-5 shift in corporate public relations and I adjusted. But by the end of the week, I was exhausted and would fall back into my normal 2 a.m.-9 a.m. sleep routine on weekends and holidays. Mornings were just never my thing.

One of the luxuries of not having an 8-5 job right now is the ability to work when it suits me. I do most of my writing from 10 p.m. to 2 a.m. – or later. I’m at my most productive during this time. If I’m not writing, I enjoy the quiet to read well into the early morning hours.

My husband is a morning person. He rises every weekday at 5 a.m. and is often in the office by 6:30 a.m. He rarely sleeps past 8 a.m. on the weekends. Once he opens his eyes in the morning, he’s up and ready for his coffee. But by the evening, he’s losing steam and ready to wind down by 9 p.m., when I’m just getting started with my work.

So what’s your “best” time to get work done? Do you wish for more flexibility to match your own internal rhythms? Do you seek a career that requires people to work afternoons and the night shift? How do you adjust to a rigid schedule that’s not a good match for your most productive times?

Image from Flickr Creative Commons: MyAngelG’s Photostream

On Writing (with apologies to Stephen King)

I’ve moved a total of 12 times since Paul and I first shared a two-bedroom apartment in East Lansing, Michigan in 1989. And each time, three sealed boxes accompany me.

One box contains the majority of my newspaper clips, bundles of yellowed newsprint from my years as a reporter. One box is a series of spiral bound and hard cover notebooks, my journal since my junior high years. The third box is the contents of my portfolio, press releases I’ve written, news stories in which I’m quoted, commendation letters, award certificates and the other detritus from my public relations career.

The common thread: Writing. My writing.

I write like people breathe.

In the most difficult times of my life, when I am most conflicted or even when surrounded by life’s greatest joys, I grab my latest notebook and favorite pen. And write.

Most of what I write is garbage – pure melodramatic meanderings of repetitious drivel.

But it helps me think, helps me connect seemingly random events and emotions. Sometimes, what emerges takes my breath away. In those rare moments, I realize just how important writing is to me, what it means to me.

My mentor and friend Joe Heywood once said his novel writing career was “writing for me and no one else.” After 30+ years writing speeches and heading up worldwide public relations for an international pharmaceutical company, he used his “retirement” to write eight mysteries, a novel and a collection of essays. I marvel at his discipline.

“You have a way with words,” my sister-in-law once told me. “You should write a book.”

Writing looks deceptively simple – easy.

Good writing is damned hard work. It takes everything inside me and more. It’s time consuming, repetitive, relentless and painful. I use the back and delete buttons on my keyboard more than any other letter. Most of what you read has been rewritten and reworked three or more times.

Carlina is not the only person who has told me to use this time to write a book. To write a novel means creating an imaginary world filled with imaginary people. J.K. Rowling spent about seven years “creating” the magical world of Hogwarts and the characters in Harry Potter’s life.

To write a novel means leaving the reality of everyday life and entering this world of your own creation. It scares the pee out of me to consider that I literally lose my grip on my own reality every time I sit down to enter this self-created world.

What if I get lost and can’t find my way back to the here and now? What if this illusionary place becomes my reality? It’s no wonder that so many famous writers suffered from addictions or mental illness. I struggle with these questions as I plunge back into recreating the early chapters and character sketches I lost.

But I won’t ever stop writing. I’d have better luck if I stopped breathing.