How Values Help Bridge the Story Gap in Tech PR

By Matt Ashworth, General Manager, WE Communications, Seattle

With questions around trust in companies being pushed into the spotlight, it is time to reconsider what responsibilities we have as technology communicators, and what authentic communication means for brand reputation. The PRSA North Pacific District Conference held April 22-24 in Seattle served as a great forum to discuss this idea.

In the past few weeks, we have seen an extraordinary display of how companies’ communication with users is important in building trust, and the pitfalls that companies often find when they’re tone deaf to what consumers really care about. For example, in the technology industry, we’ve recently seen Facebook and Twitter face challenges in keeping consumer trust in their brands.

WIRED’s Editor in Chief Nicholas Thompson commented in his presentation that the world is changing at a pace that is hard to comprehend.  In these fast-paced times, finding the essence of your brand and consistently interacting with authenticity creates a shared conversation that helps create confidence in and loyalty to your brand for the long term.

In today’s environment, every single technology company narrative, no matter what business function you operate in, will be met with a high level of scrutiny and skepticism. Influencers, for example, are expressing a strong distaste for communications strategies that lack proof and empathy toward how products may impact people and society at large, negatively.

As communicators of impactful brands, we hold great responsibility and need to understand not just our clients’ products, but the people and processes behind the scenes. Scott McClellan, Vice President of Communications, Seattle University, reminded us that communications professionals have the ability to influence organizations to make sure decisions are values-driven. By doing so, we have the opportunity to force deeper conversations that could help companies like Facebook think through their crises.

One way to do this is to be cognizant of how messages are likely to be received by highly politicized audiences. When surveyed, democrats and republicans don’t share many values, but both groups put a high premium on authenticity, conscience, wisdom and serenity. Brands that can identify similarly shared values in their own audience, and then build communications strategies and segment their audience based on those shared values are less likely to run afoul of backlashes and political criticism.

At WE, we’re also increasingly encouraging our technology clients to communicate with mainstream audiences in mind. We see a new responsibility to counsel our clients to add technology messages to their broader company narratives that help link the technical language of the datacenter to the values of the general public. This approach enables our clients to be better prepared to communicate about their technologies to all audiences in the event that their technologies gain mainstream attention.

As Microsoft’s Chief Communication Officer Frank Shaw discussed in his presentation, trust is built in drops and lost in buckets. Companies today have a harder time winning back trust because there isn’t a strong trusted media to help them regain confidence in their brand.

To speak with WE Communications about building trust by authentically communicating what your brand stands for, please contact talktowe@we-worldwide.com.

3 Tips for Getting Pro Quality Video with your Smartphone.

By Kelly Guenther, Shoosta

Every year our smartphones get smarter, faster and feature more technology than you can poke the proverbial a stick at! Seriously, the average user will never need all that tech in their pocket, or will they?

Mobile camera technology has predominantly been the key feature for smart phones thanks to better technology. Features including low-light functionality, time-lapse, faster shutter speeds, and higher quality audio means that nearly everyone can take professional quality videos with their smartphone.

This is one of the main reasons Shootsta developed the Mini Kit. The Mini Kit comes standard with an iPhone 7+, Osmo Gimbal for stabilizing, mini tripod and accessories to get your footage uploaded to the Shootsta Hub (our Video Management Platform) ready to be edited faster than you can say “once our editor’s get your video, it will be edited, color-graded, motion graphics added, top and tailed and back to you in 24-hours”! Well, almost as fast.

Here are my 3 tips to get you making pro-quality videos with your smartphone today.

#1 // Get Good Lighting

Natural lighting works best. If shooting a person, always try to position the subject near a window as this allows for a more natural look with softer lighting. When you’re not shooting people try and make sure the scene you’re shooting is bright with constant light (not flickering). Don’t try to get too much light or your footage will be overexposed and little can be done about this in post-production. If you hold your finger down on the screen of an iPhone you can achieve AE/AF Lock in yellow letters. This will lock in the focus on a person’s face and keep the light from flickering.

#2 // Use a Stabilizer.

There’s nothing worse than ruining a great video than having a shaky hand or whilst you’re walking the camera is bobbing up and down like a bouncing ball. Most iPhones have built-in stabilization to keep a handheld interview looking good but not a walking motion smooth.

Here are two items to make your videos look more pro than amateur. The Osmo Gimbal. This tool allows you to capture moments with cinematic movement all smooth and stable. It can also pair with your device for even more control options. The second option to stabilize your videos is to just use a tripod that comes with a phone holder. If you don’t have either of these, try and hold the phone as close to your body as possible, This will limit the amount of shaking thanks to your center of gravity and save your arms from getting sore.

#3 // Did you say Audio?

Yes, audio is super important, especially for smartphones. In most quiet environments, with minimal activity going on, the audio from the smartphone should be adequate. If you want to get clear audio, simply make sure your environment is quiet, unless you’re at a rock concert and then I guess that may just add to the ambience — but you won’t get a good interview.

If you’re shooting an interview or testimonial, for example, the best thing would be to position the smartphone as close to the subject as you can. Remember to make sure that the subject is still composed properly on screen. If you’re struggling to get a great audio you may want to consider using the Voice (memo) recorder function on another phone so that you can overlay the audio in the editing process.

For even better audio consider getting an external microphone such as the Rode SmartLav+.

In summary, to get pro-quality video with your smartphone remember:

  1. Get Good Lighting
  2. Use a Stabilizer
  3. Make sure your Audio is adequate.

To learn more about creating high-quality video content with your smartphone join Shootsta’s North American Video Specialist – Kelly Guenther – as he gives you a hands-on walk through on doing just that at this year’s PRSA Game Changers Conference.

 

Session Details:

Title: Power in the Palm of Your Hand

Date: Tuesday, 24th April 2018

Time: 11:45 AM – 12:45 PM

Power of Storytelling in the Video Age

We live in turbulent times with increasingly fractured attention spans. Being relevant these days requires organizations to have their messaging on multiple channels with the capacity to create compelling video content for each. And while that may be daunting, there has never been a greater time to get your story out to the masses.

From the largest organization to the scrappiest one-person shop, the way you tell a story using video can give you instant prominence. Vice President Chad Lakin and Video Specialist Kelly Guenther of Shootsta North America will show you some of the greatest content out there, the latest trends and data on video’s reach, and strategies for how to effectively employ video regardless of your company’s size.

Nosh & Network at the Game Changers Conference

Friends and food just go together. That’s why we built food into three of the four (yes–four) networking events during the upcoming PRSA Game Changers conference in Seattle. From your Welcome Reception with cocktails and pie, to Dine Around events with session speakers to a pre-conference Foodie Walking Tour, you’ll be noshing it up with your newfound friends. And, you can run that all off with a sunrise morning networking run with Wired’s Editor in Chief Nick Thompson and Microsoft’s Frank Shaw.  But first–the food….

Ever wonder what it takes to bring Top Chef to your city?  How easy is it to break into the food industry with a new techie culinary tool for home cooks? We’ve combined communications, food and networking with a fun pre-conference Foodie Walking Tour of iconic Pike Place Market before the sessions start!

As a conference attendee, lace up your walking shoes on Sunday morning and join David Blandford, APR, from Visit Seattle to hear the behind-the-scenes scoop on what it took to bring Bravo’s Top Chef Seattle to the Emerald City. After the non-disclosure agreements are out of the way (just kidding-kind of…), you’ll meet Amy Hatch, Communications Director for ChefSteps; a food and tech startup developing technology tools to help us all cook smarter. Amy will share the joys, and the challenges of breaking into the food industry with a super cool kitchen tool named Joule.  Grab a latte and head to the Pike Place Market where a Savor Seattle tour guide will show you why they’re described by Bon Appetit as “A must on any foodie traveler’s list.” A friendly Savor Seattle tour guide will take you to nosh at some of the most iconic Pike Place Market locations, including a stop to indulge in one of Oprah’s favorite things. Plus, you’ll have a chance to win a free Joule!

Monday night you can get to know your session speakers even better over dinner at some of Seattle’s best restaurants in the popular Dine Around event.  Seafood with Emmy-winning TV producer Kelly Guenther,  Japanese cuisine with Kaiser’s Carmella Gutierrez, farm to table fare with Microsoft’s Danny Chung, or classic American with data storytellers Reiny Cohen and Catherine Hinrichsen.

But to get in on  this you need to register for the conference, and sign up in advance.  See you in  Seattle!

Eventbrite - 2018 PRSA North Pacific District Conference

A Tribute to Jay Rockey, APR Fellow PRSA

A true pioneer of public relations, Jay Rockey’s game changing campaign for the 1962 Seattle World’s Fair drew international attention–forever putting Seattle and the Space Needle on the map. But Jay’s career was just getting started. Jay and his wife Retha founded the Rockey Company, with offices in the Northwest, New York and Washington, DC, and later acquired by Hill & Knowlton. He influenced countless careers with his quiet but steady brand of honesty, ethics and integrity and had an undeniable impact on the profession.

We lost Jay recently, but colleagues across the west will honor his impact on the profession in a special tribute Monday, April 23 at the 2018 PRSA North Pacific District Conference.  A past president of PRSA National and the local chapter, Jay and Retha established the Jay & Retha Inghram Rockey Scholarship Endowment in Communications at Washington State University to recruit and recognize communications and public relations students.

Eventbrite - 2018 PRSA North Pacific District Conference

Changing the Game – Leading a Brand Evolution

T-Mobile’s dynamic Executive VP of Communications and Community Engagement Janice Kapner leads a candid discussion on how Communications and PR can lead the way to evolve a brand by changing the game, punching well above your weight class, and ultimately increasing the voice of your company in this incredibly fast-paced and loud news environment. Whether you leverage executives’ personalities, dominate social platforms in your industry or just practice incredibly effective PR to drive your news agenda, Communications is no longer really a ‘service’ but truly a key lever in the marketing mix.

Eventbrite - 2018 PRSA North Pacific District Conference

Creating Your Own Story

As we all look to the future to stay ahead of the pace of change, how will you shape the path ahead for your own life and career? What do you want your future to hold, and what changes do you need to make to get there?

Senior VP & Chief Communications Officer Oliver Roll delivers our welcoming keynote address and will take you a on a storytelling journey to help you find your soul work, live for yourself, focus on what matters most and maybe even work a little bit less in the process.

Eventbrite - 2018 PRSA North Pacific District Conference

The State of Trust and the New Expectations of Communicators

The 2018 Edelman Trust Barometer – an annual trust and credibility survey – revealed that trust in the U.S. has suffered the largest-ever-recorded drop in the survey’s history among the general population and, for the first time ever, media is the least trusted institution globally.

In a world where media confusion is causing a churn of trust, voices of authority are now regaining credibility. With 72% of employees saying that they trust their own company, employers are the new “safehouse” for employees.

Kristine Boyden, President of Edelman’s US Western Region will help you learn how businesses can lead on societal issues, navigate the landscape and be an agent of change.

Eventbrite - 2018 PRSA North Pacific District Conference

New, Fast and Changing by the Hour; How the Gaming Industry Will Shape PR of the Future

Always in constant change, the industries of video games, virtual reality and emerging entertainment are defining how consumers receive and experience content, communicators deliver it and media cover it. These companies and platforms are not just cutting-edge but rather defining what that edge is. The campaigns of today will be drastically shaped by these innovations; will you be ready for the campaigns of tomorrow?

Gaming and tech expert Perrin Kaplan shares the insights, challenges, controversies and successes related to the many modern platforms in this fast-paced segment of communications–and how you can apply them to your industry of expertise.

Eventbrite - 2018 PRSA North Pacific District Conference

Taking Cannabis from Punchline to Primetime

Cannabis is one of the world’s fastest growing industries, employing thousands of people and generating hundreds of millions of dollars in tax revenue. But because of conflicting state, federal and international laws, decades of social stigma, and outdated stoner stereotypes, it still faces reputation challenges in many mainstream circles.

Zack Hutson will lead a conversation about how Seattle-based Privateer Holdings, the world’s first private equity firm to invest exclusively in legal cannabis, has raised more than $200 million to change the conversation about cannabis by building mainstream global brands such as Leafly, Tilray, The Goodship and Marley Natural.

Learning outcomes that Zack will share –

  • An overview of the rapid transformation of the multi-billion dollar global cannabis industry
  • How mainstream, professional brands are changing perceptions and shaping the future of legal cannabis
  • How to build trust and authenticity in the midst of a constantly changing regulatory and political landscape

Eventbrite - 2018 PRSA North Pacific District Conference