‘Tis the Season

Posted on December 12, 2011 by Alen Sadeh

‘Tis the season

For some, the beginning of the holiday season starts at the first snowfall, the first Christmas song on the radio, or the first of many shopping trips. At Media Profile, it starts with our annual holiday party. For nearly a quarter century we’ve hosted a gathering of friends, clients and media, to celebrate the holiday season and the milestones throughout the year that led us there. Naturally, when you host a party for as long as we have it develops a reputation. A reputation that got it called “the Toronto corporate holiday party” in the Toronto Star’s list of the five most crashworthy holiday parties. If you came you’d agree that it lived up to the hype.

This year’s festivities took place at the historic Burroughes building which quickly filled up with party-goers and even a few “Toronto Star readers” waiting in line. The venue was filled with laughter, hugs and a few debates over a lapel pin. To no one’s surprise, a curious crowd was gathered around the popular Jack Daniel’s Tennessee Whisky bar where the new JD Honey created quite the buzz, pun intended.

It’s hard to pick a highlight of the night. It could have been a veteran TV anchor being dragged into the popular photo booth by two young fans. It could have been toasting the night with a room full of friends. Or it could have been dancing the night away with my colleagues and being reminded why Media Profile is such a magical place to work.

Until next year…

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This Is Just How We Roll

Posted on September 16, 2011 by Ginger Shewell

Today we toasted two of our Media Profile colleagues – Dane Gergovich and Jeri Brown – on their upcoming weddings, and no they are not marrying each other!

As they enter this new phase of their lives, we wanted to wish them all the best so we held a little party complete with exploding champagne, delicious cake, awkward costumes and funny games.

Media Profile strives to make each employee feel valued and appreciated – whether for work or personal accomplishments. This is just part of the culture here, and quite frankly I think our culture rocks! There’s no better way to build a stronger team than by celebrating big and small wins inside and outside of our office walls.

Dane and Jeri are both embarking on some pretty amazing weddings. Dane is off to Hawaii to be married in an old sugar mill with 48 of his closest friends. Jeri is having an intimate wedding in Toronto and then off to a seriously romantic honeymoon in Kenya. We can’t wait for the postcards!

Taking the time to celebrate each other is just what we do here. It’s simple. All it takes is a cake, some bubbly, and the laughs will follow. And, in the end, it’s the laughs that build our strong relationships and make for very happy, productive employees.

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Is Facebook Going Soft on Us?

Posted on August 25, 2011 by Mark Evans

In many respects, Facebook has reflected the personality of its co-founder and CEO, Mark Zuckerberg: confident if not cocky, aggressively ambitious, focused, and seemingly unconcerned about pushback about new features or programs.

This approach has attracted more than 700 million users around the world but also, in many respects, made Facebook dangerous and perhaps reckless. In particular, Facebook has either shown hubris or ignorance when it comes to the privacy of its users.

As much as Facebook tries to sell the idea that its users control their information, the company has a vested economic interest make as much of your data public. Why? The simple answer is that by knowing a lot about its users, Facebook can provide its advertisers with more targeted opportunities and, in theory, charge them higher rates.

In many respects, Facebook users play a deal with the devil because they seem willing to provide personal data in return for a “free” service. If you ask Facebook users, if they’ve checked their privacy settings recently, I would hazard to guess most of them would say “No” or, even more troubling, they would have no idea about their privacy settings.

With this in mind, it was fascinating to see Facebook introduce a major overhaul of its privacy policy earlier this week that apparently provide users with more control over how much information they disclose and, as important, who they share it with.

“We want to make this stuff unmistakably clear,” Chris Cox, vice president for product at Facebook, told the New York Times in an interview. “It has to be clear that Facebook is a leader in how people control who sees what.”

It seems like a simple statement but this is a significant change of heart by a company that ran rough-shod when it came to privacy. If you remember, Facebook once unveiled changes to privacy settings that made everything public by default rather than private. The big problem was that it didn’t tell everyone what it had done. Not good.

By providing users with more control over their information, which still seems hard to believe, Facebook has made a serious tactical concession. There are critics who suggest Facebook’s privacy settings are far from perfect but it is a step in the right direction.

The big question is why has Facebook made such an abrupt about-face when it comes to privacy. The answer may be Google+, Google’s recently-launched social network that has attracted more than 10 million users.

There is little doubt Facebook sees Google+ has a competitive threat, which has clearly forced it to do things it might have otherwise not done. If Google+ has done anything to enhance the social media landscape, getting Facebook to come cleaner (not clean, mind you!) on privacy is a huge accomplishment.

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Five Reasons Why You Should Invest in Pro Bono Work

Posted on August 22, 2011 by Patrick Erlich

One of the reasons I am most proud about working at Media Profile is the tremendous value and importance placed on pro bono work. As individuals, part of our review process is tied to our individual efforts to serve the organizations that serve our communities. I see a huge benefit to this approach and it’s one that a lot of companies should adopt. Here are a few reasons:

1. It builds morale and camaraderie. People today care about where they work and they want to know that those they work for (and with) share their values. Bringing in pro bono work to the office or encouraging staff to volunteer their time, even if it means doing so during work hours, shows them that the company cares about more than dollars and cents. There are limits of course, like ensuring that company work is also being delivered on time, but the right mix of pro bono work is a great way to build a sense of community and belonging, and to foster loyalty.

2. It builds skills. We often give more junior employees the chance to build their skill sets by offering them more responsibility on pro bono projects than they might get on client work. With proper guidance from more seasoned staff, these employees get to improve their skills and build confidence in their abilities. That bodes well for both their future and the organization’s. And the charity gets quality work at a price that’s right for them – free.

3. It leads to new business. Being altruistic is in itself a reward. But many times the connections and relationships one builds by supporting not-for-profit causes will lead to business opportunities. Often business synergies will emerge from contacts at other corporate partners that are backing the same cause.

4. It is challenging and motivating. Some of the most interesting, creative and challenging work I’ve ever done is for not-for-profits. And it is certainly among the most personally rewarding. That matters. Volunteering can keep people happy and focused, which improves their overall productivity.

5. It’s the right thing to do. Charities and not-for-profits don’t have the resources to hire or contract out the work that volunteers can do for them. The work they do is too important to ignore, and if we have the ability we must make the time. It’s that simple. As Winston Churchill said, “You make a living by what you get. You make a life by what you give.”

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Looking to work with us?

Posted on August 16, 2011 by Susanne Gossage

Spelling mistakes, sloppy formatting, inaccurate dates, shady job titles – the hiring team at Media Profile has seen it all.

When it comes to looking for a position at a PR agency, your resume is your calling card and your introductory email is your first opportunity to make an impression. We look for a number of key attributes when considering candidates. Clean crisp writing is the most important because it’s the first thing we notice.  Seems simple, we know.  So then why do we still get so many resumes full of spelling and grammar errors?

Another thing we notice is volunteer experience.  You loved PR enough to get into the field, right? Then you must love PR enough to do some pro-bono work to keep your skills fresh, and to get that much needed experience in the real world, especially if you are new to the industry.  There are lots of good causes out there no matter what your personal interests. Helping them out shows us that you’re serious about PR and building your skill set.

Social media is now intrinsically a part of everything we do. Please highlight your experience and tangible results. Another thing that surprises us is that so few people actually include links on their resumes.  A link to a former employer or to your LinkedIn profile can be very useful to people looking over dozens of resumes.  Remember that we’re looking at these documents soft copy first, and links are handy for us and make you look savvy.

So to all of you who’d like to work here – please pass on your carefully worded, creative and smart resumes to me. And please make sure to spell my name correctly!

Next blog will be about interviewing do’s and don’ts! Stay tuned…

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Perils of Texting

Posted on August 12, 2011 by Susan Reisler

Perhaps it is the fact that I grew up in a generation where words really meant what they said, or perhaps it is the fact that I spent so much of my life as a journalist, where the wrong words can result in serious legal trouble. Whatever the reason, I cannot come to terms with the reckless abandon of the texting public.

Today, as a public relations consultant, dealing with reputation issues relating to inappropriate sexual behaviour, I have to ask clients first were text messages involved. The messages often have consequences that no consultant can sweep away. You said it, you have to own it, for better or for worse.

No public relations effort could save former U.S. Congressman Anthony Weiner for his text indiscretions and people are discovering – to their pain and shame – that police, prosecutors and judges will not help them erase the words they thoughtlessly texted.

So, my advice to everyone with responsibility for people who text is this – do not write what you would not say in person, make sure what you ask for is what you really want, and remember: once you press send, the messages do not go to just one person. They can be passed on, they are stored by service providers, and they can and will be used to make or break your case.

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Three years later – different approaches, different results in crisis communications

Posted on August 10, 2011 by David Wills

About three years ago, two different companies saw themselves thrown into crisis. The first – the explosion at Sunrise Propane Industrial Gases that killed one worker and later took the life of a fire fighter – took the say nothing approach. They never spoke, never issued a statement. Instead, and probably at the advice of legal counsel, they stayed silent.

The second – the listeriosis outbreak linked to a processing plant of Maple Leaf Foods that led to the deaths of several people – saw the opposite approach taken; over communicate. The CEO gave press conferences, issued statements and provided regular updates. At one point, he even admitted that his communications activity was against the advice of his lawyers.

Granted, both issues have complexities that will lead to different decisions being made. Both companies were sued. Maple Leaf Foods negotiated a settlement for a class action lawsuit; Sunrise continues to battle in the courts.

In the other court – the court of public opinion – Maple Leaf Foods has been granted parole and are forgiven. The public is buying Maple Leaf products without hesitation and the communications efforts taken by the CEO and the company are largely looked at as a best practice. Sunrise Propane Industrial Gases, however, never recovered. While we no longer remember the names of the owners or directors, the public sentiment remains that they did something wrong (or did not do what they were supposed to do) and they cannot be trusted.

Two different approaches. Two different image and reputation results.

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Being Digital Doesn’t Mean Having to be Social

Posted on August 10, 2011 by Mark Evans

Like the conductor calling out “All Aboard!” to train passengers, it is difficult to find a company not already using social media or, at least, embracing it.

In many respects, social media is regarded in much the same way that Web sites were 10 years ago – they’re a corporate necessity, otherwise you risk being left in the dust by the competition.

But maybe the question that needs to asked is whether, in fact, social media is something every company has to embrace. Is it possible for a company to thrive in this day and age without having a social media presence, or having a minimal presence?

It may be as an against-the-grain thought given the growing popularity of social media services such as blogs, Facebook, Twitter, YouTube and LinkedIn. But there is also an awful lot of social media Kool-Aid being gulped down, which has obscured the question of whether social media is a really an across-the-board corporate necessity.

For some companies, particularly those that are consumer-facing, social media is probably a no-brainer but there are many companies that have no or limited relationships with the general public. Their customers, partners and suppliers may operate in a small niche or a market in which the Web plays a different role when it comes to communications, sales and marketing.

In these situations, it may not make sense (heaven forbid!) to do social media or, at best, have a modest presence. Some companies, for example, may reap the most benefits from social media by just using LinkedIn as opposed to jumping on the blog, Facebook and Twitter bandwagon.

LinkedIn is perhaps the safest place to establish a presence on social media because it’s a social network for professionals that does not require a lot of work or content creation. Instead, it provides a place where companies can connect with other people within their industry, as well as offering opportunities to participate in industry-specific groups.

Some other companies may get a lot from just using YouTube as a way to demonstrate the features of their products. These videos may not get thousands of views but they will meet the needs of target audiences looking for certain kinds of information to make buying decisions.

These days, it takes a lot of courage, discipline or insight to not enthusiastically embrace social media because, after all, everyone is doing it.

For some companies, social media is an excellent way to connect with existing and potential customers. But for many companies, social media can suck up resources without generating much in return. The important thing is not being afraid of saying that social media doesn’t have a place at the table.

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What Next for Social Media Monitoring?

Posted on August 3, 2011 by Mark Evans

Over the past few years, the social media monitoring market has exploded as companies look to see what is being said about their brands, products and services on Facebook, Twitter, blogs, etc.

It has provided companies with a wealth of information about activity, geo-demographics and sentiment. This information has helped them make sense of the social media landscape by capturing conversations about themselves, competitors and the markets in which they operate.

But what’s next for social media monitoring beyond getting a handle on the activity on the various services?
It strikes me the obvious evolution in the social media monitoring will involve insight, intelligence and perspective. In other words, it’s great to see the level of activity but knowing what it means and how companies should respond and react will become increasingly valuable and necessary.

While technology does a great job of automating many processes, a major role to make sense of social media activity will be people-powered. Companies looking for a competitive edge will leverage people to manually assess social media activity to make strategic and tactical marketing and sales decisions.

This is where public relations, digital and social media agencies will find a new and, arguably, valuable way to provide clients with value-added services and support for their social media efforts.

Right now, third-party agencies are providing a growing amount of tactical social media services – tweeting, updating Facebook Pages, writing blog posts, and engaging with users. But over time, this activity could sport lower profit margins.

This is where the ability to provide insight and intelligence will become more valuable and important to clients and the third-party agencies offering social media services.

It will be interesting to see how the business models for these kind of services emerge and, as important, the metrics to determine return on investment.

In some respects, it could be easier for companies to justify spending budgets on insight and intelligence because it could provide more tangible action-items to change strategic and tactical directions. This activity would compare with social media monitoring and engagement, which is more number-crunching and data presentation.

For PR agencies, it will become more important to have people who can dig into the data and then deliver insight and intelligence that can make a difference. It will require different types of people to replace or complement social media tacticians but it will be a way for PR agencies to differentiate themselves.

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Nom nom nom – Toronto’s best restaurants for client meetings

Posted on July 25, 2011 by Alen Sadeh

For PR folks, the nine-to-five work week is a nice idea (up there with cold fusion or Sarah Michelle Gellar’s comeback to TV) but hardly plausible in reality.

In a world where news breaks 24/7 and you have international clients that need you when they need you, the work week can get drastically longer and harder to plan. Throughout the hustle, one truth remains – you gotta eat.

Here are my recommendations for restaurants to host client meetings, no matter your schedule.

Breakfast: Early in my career, I learned that feeding your celebrity spokesperson well at the start of a long media tour will drastically improve the quality of your day. There is no better breakfast spot in Toronto than Epic at the Royal York Hotel. Expect to dine among a mixed crowd of fanny pack/cargo-short-wearing tourists and the Bay Street elite, fresh from their early morning squash match. Opt out of the fixed menu and head directly towards the Epic Breakfast Buffet. Succulent Eggs Benedict, fresh-baked croissants and a plethora of omelet choices will guarantee that everyone in your party will be much happier when they leave than when they arrived.

Brunch: I developed my love for brunch during my first internship, which required me to be awake at 4:30 a.m. to start my morning media monitoring at 6 a.m. By 10 a.m. I had yet to eat, so I’d head straight to brunch.

School in Liberty Village has quickly become one of my favourite brunch spots for the same reason I love smart girls and British comedy: they’re clever. Whether it’s the elementary school décor or that my bill comes in a report card envelope, they really know how to dot the i’s and cross the t’s.  It’s a skill that shows in both their cooking and service. My recommendation – try the caramelized cinnamon banana crepe smothered in pistachios and whipped brown sugar butter.

Lunch:  If your party is game for something a bit adventurous try Le Palate on Queen West. It’s a charming French bistro with a chef that knows how to do rare meats really well.  Try the Côtes de Cerf – 12-hour braised venison ribs, parsnip mash, caraway red cabbage and molasses smoked ale demi.

For more timid types, try Terroni on Queen. They take care of the fussiest of eaters. After all, who doesn’t love Calabrese-style pizza? But beware, they don’t take reservations, so send someone to scout a table before you bring over the clients.

Dinner: The list below comes courtesy of a seasoned veteran in the art of client dinners. She can work her way into your heart before you even realize you’ve told her all about your childhood and when you’ll propose to your girlfriend. She understands that the dinner table is where relationships are forged. Those who eat together play together and stay together, and that goes for clients too.

1. George – Queen and Church
2. Nota Bene – Queen and University
3. Lee – King and Bathurst
4. Enoteca Sociale – Dundas and Ossington
5. Harbord Room – Harbord and Spadina

Late Night: If you were born in 1985 or later you’re probably the resident expert on where to eat at 2:30 am (and I’m not talking drive-through).  On the rare occasion that your event runs late, or that your international client is ready for breakfast when you’re ready for bed, you’ll need to have a few 24-hour hotspots in your back pocket.

The Counter is my go-to for two reasons – The Mac and Cheese on the menu and the Old Fashion that isn’t. The restaurant positions itself as “a modern take on the traditional diner” but it’s unlike any other place in the city. Instead, this ultra-chic silver spoon looks like something you’d find on Sunset Strip in L.A., not Bathurst Street in Toronto.

For something with less polish, but more character, head to The Lakeview. This place is “a traditional take on a traditional diner.” It first opened in 1932 as The Lakeview Restaurant, then became the Lakeview Lunch in the 60’s, until new owners revitalized the dilapidated joint and re-jigged the menu in 2008. It’s the kind of place that takes you back to a time when you could smoke while you had your apple pie, which happens to be some of the best apple pie in the city – conveniently made fresh, right next door.

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