Video Pro Secret - Sound Quality

Video Pro Secret #2: Sound quality is even more important than video quality

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GUEST POST

2nd Installment By Jay Carter, Beyond Measure Media

This post is borrowed from BeyondMeasureMedia.com

Last time, we explored why the story your video tells is so important, and how a great video will always pass the “I Should Certainly Hope So” test.

Today, we reveal the Secret #2: Sound quality. While video quality can go a long way toward telling a clear and compelling video story, I think sound quality is even more important.

Bad Video Happens

Most (honest) professional videographers have a war story or two.  Memories of a time they really blew it behind the camera, especially at the beginning of their career.

Hey, stuff happens – out-of-focus interviews, a bright-blue shot of what is supposed to be a white wall, an accidental jerk of the camera away from the action.

But even in the face of those kinds of video mistakes, there are usually ways of correcting or covering those flaws and recovering what could still turn out to be a decent video.

But sound? You really can’t screw that up.

Mess up on the sound, and your video is most likely dead in the water.

Here’s a good example:

Watch (and listen) to the two short interview clips below.

Clip #1:  Bad Sound Quality

 

The sound you’re hearing in this first clip above came from the onboard mic that was attached to the camera.

It sounds like the subject is talking into a microphone that was located across the room, because that’s exactly what was happening.

The too-lengthy distance between the person on camera and the microphone is the biggest reason why many videos recorded on smart phones often appear less than professional.

Listening to a person who sounds far away makes the viewer feel far away. It causes their attention to wane.  Rather than taking the viewer on a journey, bad sound reinforces that they’re just watching a video – a video that is annoyingly hard to hear and understand.

Now compare that to clip number two below.

Clip #2:  Good Sound Quality

 

In this second clip the audio is recorded from a lavaliere microphone clipped to the subject’s collar.

This simple improvement in sound quality changes everything.

Despite the fact that this is a poorly-lit shot, despite the fact that there is no depth to the shot, it’s still (mostly) usable in a video, particularly if we’re only using a quick clip of the interview.

Professional-Sounding Video

For the interviews we shoot – and even for b-roll footage of people doing things – we use a wireless Sennheiser lavaliere microphone to pick up deep, rich audio.

There are even lav mics available these days that can attach to your smart phone, delivering a richer and more professional sound quality than what most smart phone video cameras can deliver by themselves.

But isn’t just about making your video “sound professional.”  It’s deeper than that.

Sound quality can make a viewer pay closer attention to the on-camera speaker.  It can make the entire experience sound (and thus, feel) more intimate.

More than fancy lighting, more than stunning panoramic images, more than pretty much anything else, a rich quality sound can pull a viewer into the story being told on a screen.

In the next post, we’ll uncover our third secret for creating powerful videos – a secret tool I personally use on nearly every project I produce to “dial up” the emotional impact of an interview.

Also, if you’re in the Portland, Oregon area, stay tuned for Part 2 of “Pro Secrets for Making Great Videos” in November.

Beyond Measure MediaJay Carter is a former Texas TV news anchor and reporter, with numerous awards from the Associated Press and the Edward R. Murrow Award for excellence in broadcast storytelling. He has worked as a radio news anchor and voiceover talent. He works with his wife and business partner, Michele Kim Carter, at Beyond Measure Media creating video stories and testimonials for businesses and nonprofits.

A note from AM:PM PR

According to Google, in 2016, more video content will be uploaded in 30 days than all three major U.S. T.V. networks combined have created in 30 years and a Cisco forecast report predicts online video will be responsible for 80% of internet traffic by 2019.

Video is the quickest way to influence an audience and the most effective tool for telling complicated stories. In an age with so much content coming coming at us, video can also be the easiest tool for learning new things.

We see video as a powerful communications tool and regularly recommend it to clients.

A decade ago, businesses struggled to understand social networking and some doubted its value or predicted it a fad and fell behind their competition. Today, video is the tool every organization should include in their marketing plans.

Here’s a great source for on using video for business: By 2019, Video Marketing Will Be Everything. You’ve Got to Get in on the Trend — Now.

Pro videos

Does Your Video Pass the “I Should Certainly Hope So” Test?

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GUEST POST

By Jay Carter, Beyond Measure Media

This post is borrowed from BeyondMeasureMedia.com

I have to admit, I was a little nervous when the team at AM:PM PR asked us to come into their office to present our “pro secrets for making powerful videos.”

As a video production professional, the truth is, I was afraid to share with a large group of people just how simple creating powerful videos can be.

As a buddy of mine likes to say, “this ain’t rocket surgery.”

There is, of course, a certain level of knowledge that is required to capture “pro-level” images. But I think even the most clumsy, inexperienced videographers will have a huge edge if they’re an innately good storyteller.

Strip away all the fancy bells and whistles of video production, and what you’re really left with is a deceptively simple form of communication with an extraordinary ability to connect people with the largest numbers of other, like-minded people.

Video Moves Mountains

Video is, hands-down, the most powerful form of leverage I have ever seen when it comes to marketing.  It can move mountains.

It can motivate large numbers of viewers to take action.  Seeing those kinds of results is the part of my job I love most.

We were recently invited by AM:PM Public Relations in Portland, Oregon to present some ideas in their regular series of “Speakeasy” events.

Afterward, they asked me to share a series of blog posts re-capping the list we shared in part 1 of our two-part discussion.

Here now, is secret number one.

Secret #1: Story is Everything

Now, hang with me here.  You might think this “pro secret” is a bit obvious.

So let’s imagine you’re about to produce your very first video about your business or organization.

What would be in the video?

What would you say to the camera?

What facts or elements would make it into the video, and what would be left on the cutting room floor?

Most first-time video makers tend to emphasize “features” over story.  That is, they feel their video must be a comprehensive list of all the features and services of their business.  And that could be a bad idea.

Story Beats Statistics

Why?  Because story beats statistics.

Telling a story will engage an audience much more effectively than if you were to present a list of your company or organization’s features or services.

There’s an undeniable correlation between the quality of the story told in your video and how effective it will be in getting the result you want.

So let’s really dig into what this means:  If we deconstruct the most powerful videos that are out there, they all seem to pass one basic test: It’s what I call the “I-Should-Certainly-Hope-So” Test.

Specifically, if someone who is watching your video is able to respond to what is being said in the video with, “Well, I should certainly hope so!,” then the video just might be a ‘fail.’

This is one of the biggest mistakes businesses make when creating their first video.

Watch this quick video to see how I explained the “I-Should-Certainly-Hope-So” test to the Speakeasy guests at AM:PM.

In my next post, I’ll share Pro Secret #2:  Forget what camera you’re using; there’s a whole other – and often forgotten – technical part of your video that can make or break it.

Also, if you’re in the Portland, Oregon area, stay tuned for Part 2 of “Pro Secrets for Making Great Videos” in November.

Beyond Measure MediaJay Carter is a former Texas TV news anchor and reporter, with numerous awards from the Associated Press and the Edward R. Murrow Award for excellence in broadcast storytelling. He has worked as a radio news anchor and voiceover talent. He works with his wife and business partner, Michele Kim Carter, at Beyond Measure Media creating video stories and testimonials for businesses and nonprofits.

Michele Kim Carter and Jay Carter on Great Day Houston

August Speakeasy: Pro Secrets for Making Powerful Videos

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Part 1 of our 2 part series of video secrets from the pros

Having just one video about your business or organization isn’t enough any more. Now you need a series.

At our next Speakeasy event, hear from the team at Beyond Measure Media.  Jay and Michele
Next Speakeasy - Pro Secrets for Great Videos Part 2
Carter are award-winning video producers that specialize in telling documentary-style “stories from the heart” for businesses and nonprofits.

Drawing from years of experience in front of and behind the camera, they share:  

  • The types of videos every organization needs right now, and why.
  • The most common mistakes businesses make when creating their first video(s), and how to avoid them.
  • How to turn a mundane video interview into a magic moment that viewers won’t forget.
  • The one production element that is even more important than video quality.
  • Creative ways to boost your organization’s video output, including how to turn your entire roster of employees into lean, mean, powerful video production and idea machines.

All across the web and social media, your future customers and raving fans are out there — waiting to see, hear and connect with your brand and your mission.  A series of clear, carefully crafted videos is the most powerful way to tell your story, build loyalty and grow your tribe.

Join us October 5th for Part 2 of Pro Secrets for Making Powerful Videos.

Sign me up!

About Beyond Measure Media & Michele Kim Carter and Jay Carter

Michele Kim Carter has worked on documentary films, most recently co-directing Southern Fried Fencing, now available on Amazon.  She was local producer for Beer Is Cheaper Than Therapy, which was broadcast on TV networks around the world.  She produced TV newscasts in Texas, and won the Edward R. Murrow Award for excellence in broadcast storytelling.

Jay Carter is a former Texas TV news anchor and reporter, with numerous awards from the Associated Press and the Edward R. Murrow Award for excellence in broadcast storytelling. He has worked as a radio news anchor and voiceover talent. He also co-directed the feature-length documentary Southern Fried Fencing with Michele.

At Beyond Measure Media, Jay shoots and edits video, and helps craft the overall tone and narrative flow of video productions. Michele produces, handles logistics, conducts interviews and helps clients tell stories that resonate.

trump entrance

Is Trump’s communication team unethical, incompetent or clever?

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(originally drafted 7/19/16)

As I watched the furor over Melania Trump’s plagiarized speech Tuesday, I found myself pondering how I’d respond as a communication professional, were I employed by the Trump campaign.

It’s a complicated scenario to imagine because there’s a thoughtful crisis communication-oriented response, and there’s an opportunistic publicity-oriented response. Both responses serve a valuable communication purpose pending context, but I feel they often offer diverging paths for a communication practitioner to follow, and I’ll argue below that one response may be considered less ethical in this situation.

Crisis Communication.
This path recognizes that allegations of plagiarism represent a serious threat to the integrity of the accused, and the ensuing strategy seeks to minimize reputational damage and restore trust. A proper response may be to issue a statement acknowledging the misstep and earnestly suggest that the internal communication team is examining the process that may have enabled such a gross error. It would acknowledge the wrongdoing and graciously applaud Michelle Obama’s thoughtful, shared vision of family and work ethic. The media attention may continue to be harsh for awhile, and additional steps may be required, but the act would also maintain the presumed credibility of the Trump campaign.

While this may be the tactic to restore trust with the media, and other intellectual stakeholders, it’s apparent that Trump’s most important stakeholders are the people that will vote for him. His communication team must also recognize that these stakeholders will perceive plagiarism as a lesser offense than capitulating to a mistake, and may punish any attempt to mention an Obama in a positive light.

Publicity.
It’s also possible that Trump’s communication team perceived this misstep as another opportunity to generate free publicity from the media. We know this is one of Trump’s go-to communication strategies because a story from The New York Times earlier this year highlighted how he was able to outpace his competitors by generating over $2 billion worth of free media coverage during his party’s presidential primary.

trump statementBolstering the supposition that their team prioritized the publicity path (versus acknowledging the plagiarism accusations), they issued the statement on the left when the controversy first started.

The statement contradicts an interview where Melania told Today host Matt Lauer that she wrote most of the speech herself. Does this indiscretion even register among Trump’s key supporters? Probably not. The statement also does nothing to address Melania’s serious ethical failing – so it doesn’t represent a crisis communication response. It does manifest many more questions, representing a publicity-oriented response – and the media was busy. In a bizarre Orwellian twist, the Trump campaign chairman stated that the calls of plagiarism are the fault of Hillary Clinton. Chris Christie chimed in to point out 93% of the speech WASN’T plagiarized. Most everyone in the country sighed with exasperation from the absurdity of it all.

Is the campaign’s communication strategy ethical?
After observing the Trump campaign for nearly a year, it’s become apparent that negative media coverage does nothing to damage the Trump brand among its ardent supporters, and if anything, serves a purpose – to keep the media regurgitating the Trump brand name and messaging.

The initial publicity-focused communication response from the Trump campaign team represents either an unethical or an irresponsible tactic from the perspective of this communication professional. In my view, their campaign actively prioritizes controversy to generate more news coverage, versus prioritizing the act of telling the truth or offering anything of substance. This strategy has clearly created a dangerous and hyperbolic precedent. History has demonstrated that using crazy language and manipulating the media in such a manner leads to extreme consequences as time wears on. Americans should make themselves familiar with the notion that these campaign communications are strategically manipulative, versus dismissing the outrageousness of it all at face value.

Conclusion.
My instinct is to consider the accusation of plagiarism as a crisis communication threat and to address it accordingly. However, Trump’s reinforced brand image is that of hyperbole, puffery and gross exaggeration. Therefore, this misstep doesn’t threaten his brand at all, and if anything, is a shot in the arm to his publicity efforts.

* * *

Earlier Wednesday Trump’s team released a statement throwing his official biographer under the bus, and to my surprise, praising Michelle Obama in the process. Rather than the initial publicity-generating statement from Tuesday, Wednesday’s communication represents a crisis-communication response. Essentially versus choosing one of two paths, as I suggest, team Trump chose both. This may be part of their strategy, or it may suggest that they don’t have an effective communication plan for their campaign and were trying to patch over earlier mistakes.

Oregon Militia Dicks

Oregon Militia PR Tactics and Blunders – AM:PM PR’s Mike Phillips in The Guardian

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If you want to be quoted, say something colorful.

(Reposted from The Guardian – January 13, 2016)

 

The Oregon militia’s bizarre PR tactics – from dildos to Facebook videos

Militiamen have attracted media coverage while occupying the Malheur wildlife refuge, but their disjointed social media messages have ‘created a big mess’

by Sam Levin

oregon militia guardian

The armed militiamen occupying a wildlife refuge in eastern Oregon have increasingly turned to a different weapon in their fight: social media.

Militia leader Ammon Bundy and his rightwing followers, who have been stationed at the headquarters of the Malheur national wildlife refuge since 2 January, have used Facebook, YouTube and live-stream videos to get their message out directly to the public and to call on anti-government activists to support their cause.

In the process, they’ve attracted significant media coverage from across the globe while also holding daily press briefings at the entrance to the refuge that draw huge crowds of hungry reporters each morning.

But their public relations strategy has repeatedly suffered from bizarre self-aggrandizing videos that rogue militiamen continue to post to their followers. The steady feed of rambling selfie videos have prompted widespread mockery and scorn and in some cases have clearly further distracted from the plight of Harney County ranchers whom the militia claim to be backing.

Most recently, militiaman Jon Ritzheimer, the prominent anti-Islam activist from Arizona, posted a Facebook video of himself opening hate mail sent to the refuge, including a box filled with dildos. “It’s really ridiculous. This one was really funny – a bag of dicks,” he said in the video before angrily shoving a bunch of packages off the table. “They just spend all their money on hate, hate, hate, hate!” he shouted.

The episode made the rounds on social media this week and became the subject of many gifs.

And on Tuesday, Oregon Public Broadcasting uncovered a video from an occupier named David Fry from Ohio, who filmed himself using government computers at the compound to create an “Oregon standoff” website.

The videos are the latest in a series of social media messages from numerous members of the Bundy bunch – footage that often captures long-winded and sometimes incoherent speeches that, at the very least, draw further support within rightwing online communities. They may have learned some lessons about how to garner consistent national news coverage from the standoff with the federal government in 2014, which was led by Ammon’s father, Cliven Bundy, a Nevada rancher.

But marketing and communications experts in Oregon who have closely followed the standoff, which has caused a major backlash in the nearby town of Burns, said the militia’s PR tactics were disjointed and chaotic and were only breeding further resentment from the people they purport to be helping.

“If they are trying to get America to pay attention to the grievances they have with federal laws, they are losing that battle,” said Mike Phillips, a public relations specialist with Portland firm AM:PM. “They do not have an effective spokesperson. Having so many people involved and so many people creating their own messaging on their own platforms … they’ve just created a big mess.”

Phillips pointed to Ritzheimer’s video as a clear example of how the militiamen were doing a poor job of drawing attention to complaints about the overreach of the federal government.

“He should not be a spokesperson,” Phillips said. “He’s created a huge distraction … and opened up an avenue for the media to pay attention to that. He’s also opened the door to receive more bags of dicks. It’s just kind of a cluster of craziness.”

At the very least, the use of social media has ramped up support within various conservative militia organizations and so-called “patriot” groups, which may be why more activists continue to flock to the occupation from across the country.

“There’s a significant amount of people in this movement using technologies to communicate with one another. It’s effective for that very small proportion of people,” Phillips said. “It’s probably a good technique to reach out to their core audience.”

The militia’s latest PR move was to announce a meeting in town on Friday, which will be the first time the militiamen leave the compound and formally meet with Burns residents. Given the huge pushback against the occupation from Harney County officials, the meeting is likely to further escalate tensions and draw more media attention to the questionable tactics of the militia.

“If they were going to do this over again, they probably would’ve been better served by building more of a coalition on the ground,” said Ward Hubbell, another public relations specialist based in Portland. “They didn’t really get permission from any stakeholders there to represent their interests.”

 

Jerry Casey at AM:PM PR

Jerry Casey on The Oregonian and the State of the Newspaper Industry [PODCAST]

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The Oregonian’s Breaking News Manager on the Evolving Newsroom

The Oregonian’s manager of breaking news, Jerry Casey (@jjeremiahcasey), was our latest featured guest at AM:PM PR’s Speakeasy. Jerry provided some interesting insights from inside today’s newsroom and The Oregonian’s historic transformation. He correlated the evolution of news consumption with the shift in staff needs and pace of story production. Jerry recognized the impacts on the public relations industry and offered tips for pitching journalists with the new newsroom in mind. Hear Jerry’s observations from inside the The Oregonian newsroom and his take on the state of news media today on our first-ever Speakeasy with AM:PM PR podcast. 

The Oregonian Today

Changes at the Oregonian have been a hot topic among journalists, ex-journalists and PR professionals over the past several years. Most recently, the paper announced the closure of  its printing plant and plan to outsource. Over the last five years hundreds of Oregonian staff have been laid off leading people to wonder, what’s going on around there?

Without much context the layoffs can seem quite callous, but are these changes simply the result of new technologies and how today’s reader consumes news? Understanding how readers consume the news is another way that technology has altered the newspaper business – and new technologies give greater insight than ever before.

Clickbait, Quotas and Millennials

News site analytics show an increasing number of readers attracted by clickbait over hard-hitting reporting. This data effects the types of stories news organizations invest in.

How is The Oregonian adapting? Last year Willamette Week published a leaked email about new guidelines for Oregonian reporters that included rules for social media usage; how frequently they should be posting and how compensation will be related to readers.

That story fascinated us so we asked Jerry how it reflected changes in the newspaper business what the resulting cultural impact has had on older reporters in the newsroom. We also wondered how much the new guidelines were influenced by millennials joining the workforce.

Jerry differentiated between producing narratives and, simply, relaying information. In fact, he explained many stories “don’t need a narrative.” This is a useful point for those hoping to pitch stories to the media.

Pitching The Oregonian

Staff reductions, evolving reader interests and managements expectations of reporters have made pitching more difficult for public relations professionals. Jerry offered suggestions for pitching Oregonian staff, including starting with reporters you know, how to think about the story your pitching and what tactics to avoid.

About Jerry Casey

Jerry has worked as an editor in Portland since 1999. His diverse newspaper career includes stints in Virginia and Florida, in addition to Oregon. He’s been a copyeditor, business editor, city editor, bureau chief and The Oregonian‘s first online editor.

 

We hope you enjoy our inaugural Speakeasy with AM:PM PR podcast. In the future we hope to tap into our team of experts to discuss crisis communication, media relations, strategic communication and share more from our Speakeasy guests.

 

AMPMPR Speakeasy

FORMER FEATURED GUESTS:

To join our Speakeasy group, click on the following Facebook hyperlink.

KGW's Pat Dooris at AM:PM PR's Speakeasy

KGW’s Pat Dooris at AM:PM PR’s Speakeasy

Thanks for listening!


 

marijuana industry connections

Cannabis – A Primer for Oregon Business

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Our work with the International Cannabis Business Conference and Oregon Medical Marijuana Business Conference gave us a good look into the culture and complexity of the Oregon Cannabis Industry. In the following blog we’re happily sharing some of what we’ve learned with our local business partners, friends and loyal readers.

The 411 on Oregon Legalization

Possession of marijuana is now legal in Oregon. Purchasing marijuana? That’s a different matter. The Oregon legislature has been discussing a plan allowing dispensaries to sell to adults who are 21 and over, beginning October 1st, but the legislature has until next year to create more permanent rules for the retail sale and purchase of cannabis products. So, while it’s currently still illegal to buy and sell the stuff, if a stork delivers a baggie on your doorstep, or a stash appears via immaculate conception on your coffee table – you’re totally in the clear!

Legal possession has its limits, too. Adults are allowed up to 8-ounces of cannabis in their homes and up to one ounce away from home without fear of criminal prosecution. Oregon residents 21 and over may have up to four plants in their home.

It’s also still illegal to consume cannabis substances in public places, but oddly enough, at the  “giveaway and smoke out” event celebrating an end to prohibition – participants were granted the right to LEGALLY trade, test and posses up to seven grams of cannabis.

Confused yet?

The Cannabis Industry 

The cannabis industry culture is unique, but members are as serious as any member of Oregon business community. Conversations with cannabis entrepreneurs are nothing like the ones you may have had with your best friends’ older brother back in high school. For example, any references to “grass” should be saved for conversations about Linn County horticulture.

ARC View Cannabis Industry Numbers

Business Opportunities

With the successful legalization of cannabis in Oregon, Washington Alaska, Colorado and, likely, California  in 2016 – the “Cannabis Country” of the West Coast will be a multi-billion dollar industry. Growth of the cannabis industry will have a broader impact on the economy by increasing demand for innovation, supporting technologies and professional services. Examples include:

  • Commercial Real Estate Brokers – More than 300 dispensaries have already been approved in Oregon. Growers, wholesalers, processors and retailers all need space and brokers have the expertise to find the best options and negotiate the best deals.
  • Lawyers – Any business owner should have an attorney to help set up their entity, but cannabis industry entrepreneurs are blazing trails and all the laws have yet to be settled and defined. Lawyers with cannabis industry knowledge and expertise will be in demand to help business owners ensure compliance, protect their intellectual property, guide the licensing process and negotiate contracts.
  • Investment Brokers – All the big investment groups are offering cannabis portfolios, but now some firms specialize solely on the industry. Smart investors are seeing a cash crop potential and the number of interested parties will continue growing. 
  • Public Relations/Marketing – As stores become established across the state retailers and related product manufacturers will need to differentiate themselves to stand out and compete for customers. Cannabis growers will discover they face education barriers that create communication challenges similar to other agricultural and natural resource industries. Likewise, they’ll need to educate consumers – much in the same way that vineyards discuss terroir, palate, nose and qualities unique to different grape varietals and growing techniques. Entrepreneurs will benefit by thinking about branding, communications planning, social media strategy and media relations early in the game.
  • Security Firms – Dispensaries and growth operations will be wise to protect their premises and hire guards. These properties are at risk for break-ins and theft like liquor stores and distilleries – likely greater risk. Just as with investment brokerages, specialized security firms have already spawned.
  • Insurance Agents – All businesses need insurance and the cannabis industry has its own unique needs and requirements. Specialty insurance agencies have cropped up to serve the industry and this area of the insurance sector will continue to grow.
  • Tourism & Hospitality Stakeholders – 420-friendly hotels have popped up in Colorado (Bud & Breakfast) and there’s no reason to think they won’t in Oregon. While most hotels, B&B’s and new economy rental businesses like VRBO, Vacasa or AirBnB are smoke-free, many may decide to make an exception to attract cannatourists. Additionally, who’s to say that taxis and Uber and Lyft drivers won’t benefit from a surge in ridership with an influx of these tourists, many of whom will look to enjoy the best of Portland’s dining experiences.

Time will tell what the cannabis industry will bring to Oregon’s businesses and economy, but getting in early will offer the most opportunity for those who want to capitalize.

For more on the industry, the current status of laws and potential opportunities, check out these sources:

International Cannabis Business Conference: http://internationalcbc.com

Marijuana Politics: http://marijuanapolitics.com

The Northwest Leaf: http://www.thenorthwestleaf.com

Oregon Cannabis Connection: http://occnewspaper.com

Dope Magazine: http://www.dopemagazine.com

The Cannabist : for a wonderful glossary for cannabis industry lexicon

 

jerry casey header

Next Speakeasy: Adapting to a 21st Century Newsroom

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What is it like to be a breaking news reporter in today’s fast-paced 24/7 news cycle? What draws their attention? Join us July 15th at 4 p.m. at AM:PM PR to get these questions answered by our next Speakeasy host — Jerry Casey — breaking news manager for The Oregonian. Changes to The Oregonian’s newsroom have been widely discussed. These major shifts have changed how Jerry reports and he’ll share what that means for those who work with media.

Jerry has worked as an editor in Portland since 1999. His diverse newspaper career includes stints in Virginia and Florida, in addition to Oregon. Jerry says that in his 25 year career as a journalist he’s been unable to hold one job without coveting another. He’s been a copyeditor, business editor, city editor, bureau chief and The Oregonian‘s first online editor — a role that shapes how stories are produced and consumed.

Most importantly, Jerry is the husband of another journalist and the father of two kids: Rosencrantz from the Jesuit High School production of “Hamlet” and the only left-handed pitcher/first baseman playing for the Padres in the Cedar Mill Little League.

We hope to see you for what will be a compelling and enjoyable Speakeasy featuring a remarkable journalist. Please RSVP with Mike if you plan to attend.

jerry casey speakeasy canva

 

get the interview, get the job

Get the Interview, Get the Job

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Student Portfolio Reviews Reveal Successful Tools & Tactics

For several years I’ve volunteered to review hardcopy portfolios from graduating University of Oregon public relations students. As part of the U of O program, each student presents their portfolio to a panel of three PR/marketing/communication professionals who rate their demeanor, presentation skills and mastery of career-related projects and assignments.

This experience, in addition to reviewing the daily emails and resumes sent to AM:PM PR by new hire hopefuls, has given me a good idea as to what makes a job candidate stand out. I’ve come to appreciate the value of a portfolio – it may be the best and most underused tool by jobseekers. While not always necessary, a portfolio can bolster the information found on a resume by demonstrating an expanded understanding of communication challenges and solutions.

Your portfolio should be easy to follow and easy to share. For the in-person interview, bring a hardcopy, or a tablet to walk through your work with a little digital pizzazz. Either way, make sure you bring extra printed copies of your best work to leave behind with your interviewer, who may want to share it with other decision makers.

Assembling the Standout Portfolio

Great portfolios for PR job candidates include:

  • an up-to-date resume with skills and experience highlighting abilities related the the job you are interviewing for.
  • a compilation of writing samples, i.e. pitch emails, press releases, blog posts and college assignments.
  • before/after analytical data, such as website or social platform analytics from projects that you worked on.
  • graphic, presentation or information design assignments. If you’re using printed pieces within a hardcopy portfolio, make sure you use high quality images. Pixelated images give the impression you don’t really understand the tools or you won’t go the extra mile on the job.
  • materials or case studies from previous work or school experience that demonstrate strategy and results or challenges and solutions.
Leave a lasting impression

If time allows, offer to walk through your portfolio during the interview. Explain each item you’ve included as a case study – the assignment, how you thought through it, how it was executed and what the results were. The students who stood out most in the portfolio reviews I’ve experienced identified PR-related challenges and demonstrated their solutions and results.

Bonus points

Create a professional portfolio website. Think of it as your own personal branding tool. An attractive website demonstrates you value good design. Share links to your successes i.e. social sites, earned media, guest posts. Draft engaging and relevant blog posts. It doesn’t hurt to write fan posts about professionals you admire either. Like this interview with our very own Pat McComick. 

Think about how you appear everywhere online. Include as much as possible on your LinkedIn profile and any other digital platform you use professionally, including your personal website. At 33-years-old, and only 7 years removed from a fledgling rock’n’roll career, I’m not a curmudgeon, per se – but even I recognize the importance of a clean social media profile. Consider the professional reputation you are building and what potential employers could take away from the messages you type or the information you share. You don’t have to stop having fun, but you do need to demonstrate you understand privacy settings.

Now, go get ‘em.

Nuvi comment bubbles

Bullies in the Sandbox – the underbelly of online media

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For the past six months I’ve been using NUVI – a real-time social media-monitoring tool – to track mentions and conversations about a crisis communication-related topic. NUVI allows me to view and track fresh blogs, Facebook posts, tweets and even comments posted on media websites.

Totally NSA, I know.

Here’s the thing. I’m also observing cadres of mouth-breathing trolls who spend their entire days professing their, supposedly, informed interpretation of issues. While I support enthusiasm for expressing opinions, the tragic reality is that most are basing their opinions on incorrect information and false rumors. A little research, say simply reading the article they’re posting a comment beneath or having a basic understanding of the judicial process, would abate their sharpest criticisms. Unfortunately, these people live in a universe unbound by reasoned thought and discourse. That universe is the comment section of online media.

Comments from a recent Willamette Week article.

Comments from a recent Willamette Week article.

If you’ve read the comment section of any online news story you’ve likely seen the mutterings of these befuddled dunderheads – or others who intentionally propagate false information for whatever distorted aims they have.

Sit back and ponder the negative consequences of these ‘communities.’ You’ll soon find yourself outraged that media sites are, seemingly, pandering to the bullies in the sandbox. To what end? Increased web traffic? Beefy analytics reports? Is there research showing that trolls are more likely to buy subscriptions or purchase products promoted by online advertisements?

I don’t think all web visitors are worth the same value to a marketer, and I’m gonna sound like a blowhard here – but I believe comment sections are bad for society and likely drive ineffective data for marketers. A direct result is that toxic misinformation and uneducated conjecture is spread like a communicable disease to ends of the earth. I have seen it with my own eyes, and it isn’t pretty.

Jimmy modeling the new AM:PM-brand anti-troll 3000

Jimmy modeling the new AM:PM PR-brand anti-troll 3000

Now, I am not arguing for the abolishment of the comment section. There are some threads where interesting, smart, thoughtful people chime in and contribute to an article. Unfortunately, these instances are far too rare.

What I want is for news organizations to take a stand against enabling the overflow of idiocy cascading from comment sections like the frothy foam forming from the mouths of their most racist and bigoted supporters. These sites have nothing to lose, but our society has a lot to gain.

keep calm don't feed trolls

For More:
Russian internet “troll” sues former employer
Comment sections are poison: handle with care or remove them
How Comments Shape Perceptions of Sites’ Quality—and Affect Traffic