For starters, I’ll go ahead and state the obvious – the way we send and receive information is changing rapidly and dramatically. Between the instant accessibility of information and the ability to tailor exactly what information you want, how and when you get it, many existing methods of communication are becoming obsolete, including the old fashioned newspaper printing press (where the term “press release” is derived). A sign of the times that became undeniable last year when Denver’s Rocky Mountain News closed up shop for good.

And just recently, the University of Colorado (CU) announced it would do-away with its School of Journalism and Mass Communication.

In this line of work, I’m constantly surrounded by new methods of gathering, researching and communicating information to the masses – cool new tools, emerging and innovative technologies, evolving trends in the industry. But it’s my belief that no matter how the methods change, the art itself does not.

CU’s Journalism school Dean Paul Voakes credits the decision partly with the fact that nowadays “more people keep themselves informed online.” Although the days of the old news press may be breathing their last breaths, journalism is not just defined by print media. Like all industries, it continues to evolve along with the tools of the trade. Despite all the blogs, Twitters and Facebooks in the world, nothing takes the place of good journalism and the ability to effectively report, write, edit and broadcast information – online or in print.

As CU sticks a fork in the J-school, I have to wonder what’s next. In a world of changing media, are we beginning to lose sight of the art itself, or could this be an opportunity for the industry to take the next evolutionary step?

“Things turn out best for the people who make the best of the way things turn out.”

“Never mistake activity for achievement.”

“Adversity is the state in which man most easily becomes acquainted with himself, being especially free of admirers then.”

“Be more concerned with your character than your reputation, because your character is what you really are, while your reputation is merely what others think you are.”

“Be prepared and be honest.”

“Be quick, but don’t hurry.”

“You can’t let praise or criticism get to you. It’s a weakness to get caught up in either one.”

“You can’t live a perfect day without doing something for someone who will never be able to repay you.”

“Winning takes talent; to repeat takes character.”

“A coach is someone who can give correction without causing resentment.”

“I’d rather have a lot of talent and a little experience than a lot of experience and a little talent.”

“If you don’t have time to do it right, when will you have time to do it over?”

“If you’re not making mistakes, then you’re not doing anything. I’m positive that a do-er makes mistakes.”

“Ability is a poor man’s wealth.”

“Failure is not fatal, but failure to change might be.”

“Consider the rights of others before your own feelings and the feelings of others before your own rights.”

“Do not let what you cannot do interfere with what you can do.”

“Don’t measure yourself by what you have accomplished, but by what you should have accomplished with your ability.”

“It’s what you learn after you know it all that counts.”

“It’s the little details that are vital. Little things make big things happen.”

“The main ingredient of stardom is the rest of the team.”

“Success comes from knowing that you did your best to become the best that you are capable of becoming.”

“Success is never final; failure is never fatal. It’s courage that counts.”

I hope that by sharing these “Woodenisms” you will be encouraged, entertained and enlightened. John Wooden was a great communicator, a remarkable motivator and the architect of many champion teams.

In fact, the other night during a dinner with my parents and in-laws, the conversation turned to the topic of Facebook and my father-in-law said just that – “who cares?”

As public relations professionals, it is our job to make sure your audience DOES care about what you post on these social networking sites. As the manager of these tools and behind-the-scenes “puppet master,” it is important to keep in mind that you are speaking on behalf of the organization, not as an individual. For example, it you think your post might be interesting enough for Failbook.com, it’s not meant for your organization.

Organizations and personal pages are meant to be separate, which is why these parameters are key to keeping your organization on the right side of a fine line:

1. Brief
Social media is for people on the go. They want to know all the details upfront to fit into the average eight-second attention span.

2. Timely
As an organization, it is your job to give your audience information as soon as it happens. In cases like Facebook and Twitter, the user chooses where they receive information and, if they chose you, you better give them what they want, when they want it – or they won’t stick around for long.

3. Informative
Unless you are involved in a political campaign, keep things objective. People want to hear the facts from your organization, not necessarily the opinions. It may sounds elementary, but stick to the who, what, when, where, how and why when it comes to your posts.

4. Positive
People want to be around positive energy. The same applies to social networking. If you perpetually post positive tips, trends and news, people will be more likely to follow you to get a dose of your positive energy. Facebook and Twitter should never be an outlet for complaints or negativity.

5. Error-free
Read twice, post once. A grammatical or spelling error can damage your credibility as an expert in your field or industry.

Beyond these five tips, perhaps the most important is to have fun with your posts and updates. Social networking sites are made for casual communication, so skip the formal jargon and you’ll avoid the “who cares” reaction.

Case in point – I was in a meeting with a client earlier this month, in which CIG had been asked to form a communications strategy to inform stakeholder groups of a policy change that would affect each and every one of them. The good news was we’d been brought in early – the policy decision hadn’t even been made yet! The bad news was rumors were rampant throughout the organization.

We were asked to help spread facts (which were few) and dispel myths (which were many). The client’s initial thought was the best way to dispel rumors was to be seen as very transparent. In doing so, they’d be seen as acting transparently, which would help to accomplish two goals:
1. share that no decision had been made, and
2. communicate the basket of alternatives that was still under consideration.

We agreed on the first point, but recommended against the second. Why did we take a position against communicating?

Our position was that it was better to share that no decision had been made and provide a rough timeline for when the new policy was to be approved and when it would likely go into effect. Providing TMI about possible outcomes would only serve to worry, confuse, and otherwise rile up a group of people who honestly didn’t need to know details of what might become policy.

We kept our powder dry and saved our breath; reserving it to help inform stakeholders of the outcome and ramifications of whatever decision is eventually made. In doing so, we kept from providing TMI, which helped us focus on our future messaging vs. defending the thousands of “what if?” questions that would doubtlessly have come in if we’d shared too much.

So what if I told you there was a way to make it easier – a way to ensure your presentation goes smoothly and leaves your audience wanting more? Interested? Can you believe that all of this can be yours if you follow two simple words?

Hold on to your hat, here it is… Be Prepared.

Yep, it’s that simple. Being prepared and knowing your game plan before going into your presentation can relieve loads of stress and actually lend itself to an enjoyable experience.

Apple recently demonstrated what happens when even the top dogs aren’t prepared. When Steve Jobs, CEO of Apple, gave a presentation introducing the new iPhone 4, I’d venture to guess he didn’t take much time to prepare. Otherwise, he probably would have had a backup plan for when his technology failed mid-presentation.

So how does one prepare for a presentation and avoid the awkwardness that was Steve Jobs’ presentation (which even led to a nice slam against Apple when Jobs asked the audience if they had any ideas how to fix the problem and someone yelled out “Verizon!”)? Here’s my sure-fire list of steps to follow in order to be prepared for any presentation:

1. Know your audience and know what they expect from you. Don’t walk into a room assuming you know who will be sitting out there. Before your presentation, determine what exactly your audience wants to hear about and who will actually be listening.
2. Know how much time you have – don’t run over and always allow time for questions and answers. Know when to end your talk.
3. Know what you are going to say and practice your presentation several times. Make sure when you are practicing that you are using your audio-visual equipment so you know how to work it before the day of the presentation.
4. Special Step for to Steve Jobs – When using audio-visual aids to enhance your presentation be sure all necessary equipment is set up and in good working order prior to the presentation. If possible, have an emergency backup system readily available.  Check out the location ahead of time to confirm the seating arrangements, whiteboard, blackboard, lighting, location of projection screen, sound system, etc. are suitable for your presentation.
5. Provide handouts – this way your audience can focus on what you are saying instead of trying to take notes. Handouts are also important if you have a complete audio-visual meltdown. Participants can still follow your presentation by hard copy.
6. If and when all else fails, remember the most important step is to be able to adjust and adapt. If you have prepared possible “what if” scenarios and have ideas for how to handle them, you will be comfortable enough that you can handle any crisis without getting overly anxious. Being prepared allows you to roll with the punches while keeping a smile on your face!

That’s great for PR. The problem is I can’t seem to turn it off in my personal life. I like to think that a plan can help me anticipate life’s twists and turns as well. The summers of 2009 and 2010 have taught me a valuable lesson that also translates into our business – a plan is a great tool but flexibility is key to the best outcome.

Last summer at my house was labeled “The Craptastic Summer of 2009,” which started when my 5-year-old little girl was hit by a car while playing in our neighborhood. She spent most of the summer recovering emotionally and physically, and when she was better, she went to acting camp. There, she shared hats with other children (costumes, of course) and developed a wicked case of head lice that she spread to her sister. We spent the last part of the summer getting rid of it. That wasn’t supposed to happen.

So, my family looked forward to this summer with great excitement. I, of course, decided we needed a plan. My oldest daughter and I made a list of all the fun things we wanted to do while the weather was warm – swim, play in the fountains, see a movie in the park, have a sleepover, go camping, etc. There. We had a plan. What could go wrong? Well, in a timeframe of about three weeks, my grandpa passed away unexpectedly and then so did our 10-year-old puppy.

We were sent in a tailspin once again. But this year is different. Our life’s downs will not overshadow the ups. After two summers of unexpected sadness and frustration, I have learned a very important lesson in flexibility. A plan does not equal control over situations. It is a roadmap with twists and turns, and it needs constant adjustment to fit changing needs. This week, we are taking some time to mourn our family dog, but next week, it’s back to swimming and ice cream and making great summer memories.

As you might imagine, when I told people this last week the responses I got ranged from “my friend’s husband went to Vegas for a bachelor party too. He got so drunk that he fell asleep at the gate and missed his flight,” “hopefully he’ll come back in one piece,” and “I bet he’ll have some stories! At least the ones he can share with you (wink, wink).”

Think about it, if I said he was going to Aspen, Portland, or even Los Angeles, a common reaction would have been “oh that’ll be fun.” So why did the mention of Vegas elicit such suggestive replies?  The answer: one powerful tagline – “What happens here, stays here.”

These five words have now become more than a tagline, they’ve become a lifestyle. The adult playground offers visitors a break from reality and that is exactly what its patrons are looking for. That, and the false sense of security that Vegas will keep all your secrets even after the slots, lights and drinks subside and reality rears its ugly head on Monday morning.

The tagline made its glitzy debut in 2002 by the Las Vegas Convention & Visitors Authority (LVCVA) and marketing firm R&R Partners. After introducing the new tagline, tourism increased consistently until the recession hit and it leveled off slightly. In fact, when the LVCVA toyed with the idea of phasing it out, they were faced with less than enthusiasm from the general public and the tagline was brought back.

Vegas is at the forefront of marketing and was named the number two brand behind Google, according to the “WHHSH Story.” So what makes this brand, and tagline, such a success? I’ll give you five reasons:

1. Short and to the point – Only five words but they make quite a statement.
2. Captures the spirit – Provocative and ambiguous, allowing the audience to let their imaginations run wild.
3. Memorable – Most people can repeat the tagline without much thought as soon as Las Vegas is mentioned.
4. Outside the box – The marketers weren’t afraid to take a risk and go an unconventional route.
5. Proven by results – Promotions that include this tagline continue to help boost tourism.

These same basic rules can be applied to every tagline, whether you’re the city of sin or a small organization with a need for a clearly defined brand identity.

My husband did, in fact, make it home, without missing his flight, in one piece and with interesting stories…at least the ones he’s told me.

•  Who is the audience?
•  How do I want to influence their thinking?
•  What action(s) do I want them to take?
•  How can I share my message so it is clear, concise, relevant and timely?

These questions are central to communications planning, as well as the development of any tactical communications piece.

I also look at the three A’s – alignment, assignment and adjustment. Are my strategies and messages in alignment with the needs of my audiences and the communications goals? Have I assigned the right messages to change the thinking of my audience or to spur them to action? Once my plan or piece is put in place, I then ask what I need to adjust to meet the fluid nature of the current business climate. I prepare for the next wave.

What is your communications philosophy? Have you considered your next communications “chess move?” 

Desperados claimed victory with near double-digit unemployment rates, but the new sheriff in town helped the market find its bottom in March and spent the balance of the year regaining its losses.

Even with the economy struggling to turn the corner in fits and starts, CIG stayed busy. We were fortunate to continue our work for many of the clients we’d served over the years, and were even able to add a few more.

In a coup that fits nicely with our goal of “global domination,” we secured several projects with Newmont Mining Corporation – one of the largest mining companies in the world. In an interesting twist, it turns out that Newmont’s offices are in the Palazzo Verdi Office Tower in Greenwood Village – a structure built by our long-time clients and friends at Kiewit Building Group. The Newmont projects were a refreshing change that allowed us to learn about a new company and industry, as well as flex our creative muscles.

We were also asked to bring our facilitation experience to bear to assist HDR Engineering on the I-70 Mountain Corridor’s Draft Programmatic Environmental Impact Statement, or DPEIS (you know how we LOVE acronyms in transportation…). We brought together key stakeholders from all along the corridor – from Golden to Glenwood Springs to Gypsum – to provide input through Issue Task Forces. Having spent the past several years focused on transit at RTD FasTracks, we were excited to work with some of our old friends at CDOT with whom we’d worked on T-REX.

Finally, 2009 allowed me to put my money where my mouth was in terms of re-investing in the business. I challenged my team to improve their skills and prowess in all areas – particularly social media. Knowing that 100 percent of economic recessions eventually come to an end, we worked hard to get smarter about the social media phenomenon that is revolutionizing the way we all communicate and how we serve our clients. This investment has already paid off, with several clients jumping into the social media arena with our help and, subsequently, seeing a healthy return on their new communication investment.

As 2009 turned to 2010, we turned to the future and began to set our sights on new adventures, including a wonderful opportunity to serve a new client, Denver Water. We also started planning our fantastic five-year anniversary celebration, just around the corner on May 13. Watch this space in the coming week for at least two breaking news items – an announcement on how CIG is about to grow again, and (knowing our guests) an amusing story or two about shenanigans that are likely take place at our anniversary party.

Fair warning if you plan to attend – there will be cameras on-hand and we’re not afraid to live blog and tweet the event if necessary. Paraphrasing Billy the Kid’s (played by former Breakfast Club jock Emilio Estevez) famous line in the movie Young Guns: “We’ll make you famous.”

**I want to offer a personal note of thanks to every one of you who made these first five years possible. Thank you for your trust, your support, your confidence and your commitment to our mutual success. Without you, this amazing ride never would have been possible and, to you, I will remain eternally grateful.

Here’s to the next five years and beyond!

However, despite the unyielding economic woes, 2008 was a historic year. U.S. voters ushered in Barack Obama as our first black president, watched Michael Phelps as he smoked Olympic world records (and later, bongs…) and begrudgingly acknowledged the Great Recession, as it settled in for an extended – albeit unwelcome – stay. 

In January, CIG recognized the first of several historic events of our own that year, with the joyful return of my very first team member, Laurie Meza, who eagerly rejoined the working world after an extended maternity leave following the birth of her twins.

Despite a downward shift in the economy, CIG continued to grow at a steady pace. We formed partnerships with two new clients – the City of Longmont’s Education Task Force and the Town of Timnath – extending our reach further north along the Front Range.

Later that summer, it was time for my small company to grow once again. With the addition of Liz Viscardi to the team, CIG embraced another milestone on the road to “global domination.” (Yes, that’s right, we think big here at CIG…) Providing great support for the FasTracks team, Liz, a fellow former member of the Kiewit crew, proved to be a perfect fit for both our clients and our culture.

It was also a historic time for Colorado, as the 2008 Democratic National Convention (DNC) set up shop right here in our own backyard that August, bringing tens of thousands flocking to the Queen City of the Rockies. CIG worked with the Conference of Minority Transportation Officials (COMTO) to plan and host a national transportation forum, Transportation’s Catch-22: Challenges and Solutions for America’s Backbone, which brought together several of the nation’s leaders, in town for the DNC, to share ideas and solutions for the rapid rise of oil prices and foreign oil dependence.

That fall, the CIG team trekked to beautiful Lake Tahoe to attend the City-County Communications and Marketing Association (3CMA) annual conference where not one – but two – of our clients accepted national awards for their brand identity projects, designed and led by CIG. The City of Wheat Ridge won the Silver-Circle Award and the Longmont Downtown Development Authority took home the Savvy Award – a very proud moment for our clients and for us. 

As I’m sure you all remember, the final months of 2008 brought an intoxicating swirl of fear and hope, as the American people elected a new leader…  Fear of what might happen in the new year, and a new hope that came with the possibility of change. Regardless, people welcomed 2009 with open arms and CIG was among them as we braced ourselves for another year of opportunities and unknowns!