Trying to Win a Communications Award? Advice from a Recent Judge

I judged a communications awards competition recently that was open to companies, non-profits, colleges and universities, etc. I’ve entered these before, and wondered how work I’m really proud of doesn’t even make it to the finals. Now I have some answers. Hopefully they'll help you as well.

The category we judged was print publications. First of all what we saw – especially in an age where visuals are everywhere and so important in getting attention – was just not very sophisticated.

Here were some common problems with the entries.

1. Didn't Answer the Questions

Many entries ignored certain questions or gave vague answers. That costs you. Those most avoided:

Results. At least 50% of the entries didn’t answer the results question at all and the ones who did weren’t very specific. If you don’t answer the question that shows you were successful, you are done. Also, if your measurements don't match your goals you get dinged on that.

Budget. I think there was only one entry that answered the budget question. Not all entries are created equal. So what if you don’t have glossy pictures, great stock, and beautiful design? If your budget is small we have more information to judge on. So tell us what your entry cost to produce.

2. Pay Attention to the Rules

Your application package. You have to follow the rules of the competition. If your entry form is only supposed to be two pages, don’t submit more than that. Yes you may have more to say, but you’re going to get disqualified.

Type size. We almost eliminated someone because their font was smaller than what was asked for. In the end we didn't because the entry did not score well anyway, but making a font smaller to fit more in, doesn't help you.


3. Your Narrative

Quite frankly, the narrative answering the questions and explaining the goals, objectives, etc. of the publication was in many cases far better than the actual work. A strong narrative helps you depending on how the competition scoring is set up, but if the category is publications judges are going to judge mostly by design. Remember that before you enter.

3. Your Design


All design is subjective but there were a few glaring problems we found over and over again.

Keep it simple. There’s a magazine on the newsstands and available digitally called Real Simple. That should be the mantra of every print and web designer. Far too many entries had really busy pages. We don’t need subheads, and pull quotes and captions and explanations of a headline and charts on one spread. It makes your head spin.Also it looks like design by committee, which it probably was.

One photo is better than ten. I used to work with an art director who was adamant about this. She hated collages. One great photo is far better than several and run it as large as you can. It will draw the reader in and make them want to read.

Don’t run your captions across photos. I don’t know if this is some new design style or what but a number of publications splashed their captions in dropped out type across photos. Why? It just ruins the picture.

Stock quality shouldn’t be nicer than your magazine. We saw some celebrity wedding invitation level stock in magazines that clearly didn’t need it. The printing alone probably ate a big chunk of cost. Design, stock, publication quality should all be equally weighted.

I could go on for awhile but I’ll spare you. We did not judge content, other than the way it was presented but one thing I noticed was a mix of number of columns, font overload, type that would have made Victorians happy, and again a sad lack of simplicity.

If you’re going to do a print publication, and I don’t want print to die, study the look and feel of digital and learn to work in formats that people under 40 can relate too.

Best of luck next time.

Trying to Find a Reporter's Phone Number - Good Luck

No wonder it’s so hard to find a good media list these days. Some large media corporations have taken a Machiavellian approach to make PR people reach any form of live person. It’s even worse when you try to find something on the web site resembling a phone number - oh and don't bother filling out any of the forms they just go down the rabbit hole.

At least the dating sites like Match.com send you a robo response telling you in badly written manual that you have a problem they don't understand. 

Part of the problem is is automation because when they gave up operators of any kind the system was only as good as its programming. If they locked all the programmers in a room and made them try to find something out on the system they designed you can bet it would improve.

Why Media Databases Cost So Much

Picture the poor minions who must update media lists regularly. They start with an email and a phone number that goes to nowhere and a journalist who probably has been laid off or if lucky gotten another job. The thing about interns is they grew up with technology designed to make you text, email and social network without dealing with a real human. So they have no understanding of how to find information in a different kind of world.

I had an intern last summer from an Ivy League school who couldn't get past editor@Xpublication.com. Then she wondered why nothing that she sent was picked up in the press. Turned out if you sent something to a local Gannett paper it had to be specifically about the county they operated in. If it was the county next door it got tossed. But she never got far enough into the system to learn that. 

This is why companies like Vocus and Cision can charge up to $5,000 a year for their lists and a system that helps you maintain them, which provides actual access to reporters information. Oh it's not always a direct extension but it's a name of someone who has worked their recently.And even if that doesn't work there are other names of people you can call and say things like "I'm trying to reach X but I can't figure out your voice mail system," as innocently and nicely as possible. And they will help you.

I've protected the identities of the media companies I'm talking about except the really good ones, but let me remind everyone that these are communications businesses. Start there.

The Hair Pulling, Screaming Worst – A very well known trade magazine has absorbed two others and is owned by some global media behometh with a name that makes me remember something about fire, gods, power and revenge. The names of the absorbed media outlet are still listed and they've gotten the name of one publication completely wrong in a ridiculous iPhone mistakes kind of way. 

Their telephone system works like this – You call the giant media company and get a dozen options, find the one you think you want, click through a couple more levels, then get a list of the properties they own. The one I'm looking for goes to a voice mail of the editor that I’m pretty positive no one ever listens too. Oh and don't try the old method of hitting operator then # - there is no such thing unless you go back up three levels and it's a robot.

So how do you get reporter's phone numbers if you don't already know them? Well there's no person you can talk too - I've tried calling the VP of sales because he/she must answer the phone to do their jobs. But they don't answer either. I don't usually leave a message because lying enough to get them to call you back is not me.

Oh you can definitely find email addresses for the reporters, some next to their bylines, others buried a few levels into the web site. If they've written stuff elsewhere you can try finding an email that way. You can look on LinkedIn, and send a message to them which probably won't be answered. You can find most of them on Twitter (but if they don't follow you, you cannot send a message). 

The Frustrating, Obnoxious Second Worst – This is also a trade group that I have begun to think uses only freelancers whose information it just refuses to give out. They have some sort of listing on LinkedIn – some of them – but again you're stuck with their system to contact them through. Or you can Google them but it still doesn’t yield an email. One guy I tried to find recently lives behind a wall so thick I have to conclude he's not in the office, not on staff and perhaps on the other side of the planet.

On this system there is no such thing as a live human being you can talk too. It just isn't set up that way. You can send emails but no one will answer them. The next step is probably to go to the buildings they proudly list as their addresses on their web sites and see if they're really there.

The OK System that Doesn't Make You Curse at the Machine – The major consumer news bureaus have people who answer the phones or a voice activated system where you can dial by name - first or last depending on who it is - and get to their actual voice mail. The voice mails offer email addresses and sometimes even cell phones with a warning not to use them unless it's an emergency. That's old-school or at least young, ambitious and well-trained reporter.

Unfortunately you sometimes end up pitching into a machine which is kind of like leaving a message for a date you should wait to have call you. Will he listen to the voice mail in its entirety or hang-up as many people do the minute they realize it's a pitch? Well if he's interested, either way he'll get back to you.

But that's assuming that voice activated system work which can be a crapshoot. You do have option of going back to the operator who usually does come back on and will try to help. The brand name media of my childhood does this, the secondary tier does not. They are the ones where the people don't exist anymore or at least work there, yet they act like they do. 

The Best - four stars for effort. At a major newspaper I find a real phone number (not a circulation office) get a real operator, transfer to a real person who doesn't pick up. I go back to the operator and ask if there's someone else in that department who might be able to help. She tells me that most department don't have assistants anymore. Then she spends the next few minutes on the phone trying to help me find someone until I give up, feel guilty, thank her and go on to the next publication.

Kudos to a trade publishing group too. Behind the name of the writer is a bio - with a real email address or a link to one and yes, a phone number. And people answer their phones, not all the time but they do answer them. With this trade group I was 2 for 3 in actual conversations which is quite good. And they were nice, really nice. Didn't get what I wanted from them yet but I felt better about life after that experience. One of them even called me back - that made my day.

I've been winning new business pitches lately against companies whose leadership drops lot of reporter names and gives the impression all they have to do is pick up the phone and your story will run. Let me assure all of you marketers out there that it's not true. You're probably better off with the media list and a very persistant PR person who knows what they're doing. The story will get out there it just takes time.

NPR Reports High School Grads Can Succeed in the Federal Government

Here's some info on the federal government's pay and benefits practices that we should pay attention to from the Congressional Budget Office (CBO). If you have a high school diploma and want to get ahead - don't go to a fast food chain - go work for the federal government.

Overall, the federal government paid 2 percent more in total wages than it would have if average wages had been comparable with those in the private sector, after accounting for certain observable characteristics of workers.



A quick rundown:

High School Grads Go Work for the Government

• Federal civilian workers with no more than a high school education earned about 21 percent more, on average, than similar workers in the private sector.

Bachelors' Degree Federal Benefits Rock

• Average benefits for federal workers whose education ended in a bachelor's degree were 46 percent higher than for similar workers in the private sector.

PhD or Professional Degree Salaries Lower

• Federal employees with a professional degree or doctorate received 18 percent lower total compensation than their private-sector counterparts, on average.

And for the Taxpayer . . .

On average, the benefits earned by federal civilian employees cost 48 percent more than the benefits earned by private-sector employees with certain similar observable characteristics.

Read more at: http://www.cbo.gov/doc.cfm?index=12696

Millenials are Different - So What Generation Isn't?

A lot of consultants have made a lot of money spouting expertise on the Millenial Generation, those who are 20-31 right now. Born from 1979 to 1991, they are more socially conscious, more technology savvy, likely to job hop, demand more in the workplace, latch-key kids and harder to convince sitting in a cubicle all day is a way to get ahead, etc., etc., etc.

Doctoral dissertations are written about them, businesses are grown around them and it still goes on.

But aside from the fact thatey have every generation before them beat on tech savvy are they really all that different from previous generations? I mean I really don't like their music and they spend more time on Facebook than I do but my parents didn't like our music and we talked on the phone all night long.

Oh and I forgot that millenials don't communicate as well in person because they're so used to texting all the time. But what kid whose in college, just got out or has not been in the workplace for awhile is really literate in grown-up, corporate speak?

I've worked with this generation and I think many of these studies, and many of the "Millenial Consultants" are spin masters. First of all, the recession has completely levelled the playing field. Those Millenials who went out and got jobs right after college or graduate school are no longer able to demand signing bonuses, raises or many of the other things they got away with when the economy was soaring.

Many have had to accept jobs that are not as lofty as those they envisioned and they've learned how to deal with that.They've been humbled by the economy, as we all have.

Second, there are always generational differences in the workplace, and some Millenials have a strong work ethic and others have been handed everything by their parents. How is that different than the world the rest of us grew up in? Doesn't it really come down to good parenting versus spoiling your children rotten?

So I propose that Millenials and those that follow them (other than the fact that my 12 year-old can program my iPhone and GPS while I have to watch her) aren't that different than previous generations. They're learning what they have to do to get ahead and figuring it all out as they go.

I saw a "Millenial Consultant" a couple of years ago at a trade show and she was in jeans and extremely entertaining. But personally, I would have preferred someone who taught me how to market my business rather than deal with a generation gap.

More power to the consultants who've created an industry out of this they've found the golden goose. But in the end, that was a fairy tale too.

How Did the DC Holiday Parties Turn Out?

Well this year I haven't spent much time on the holiday party circuit but I did attend three, so here's the rundown for anyone who is interested.

Best Holiday Party of the Year Hands-Down

ASAE & the Center's Yule Rock - Underwritten by Multiview, a publishing and directory company that services associations, it's nice to know someone had a fabulous year. Multiview shut down DC's Hard Rock Cafe, had a full open bar, two bands, and passed food all night that included shrimp shooters, scallop ceviche, and of course the classic mini-hamburgers.

Top shelf liquor for all. It was like a great wedding. Someone whose name I didn't know but who I've seen at many ASAE events, pulled me onto the dance floor before the rock band switched over to punk and we just went wild. Very fun.

My only critique - It was way too loud for networking - even in the far corners of the rooms.

DC Science Writers - At National Geographic which is always a great spot for a party. There's a picture of me and Santa that I've shared. I'm not that chubby really, it's an optical illusion. Santa had a Spanish accent, gave out awards and was very funny. The crowd was mostly freelancers and pretty welcoming. I had just joined. The food not so much - they had champagne glasses with mashed potatoes and stuff that you could put in a baked potato and that was the best of the party fare. Tasteless desserts. But it was cheap, and that was the point.

PRSA National Capital Chapter - Held at Carmine's and again reasonably priced except we had to pay our own bar bill. They gave you one drink but as a wine snob we skipped it. Maybe about 100 people came to the private room in the back. A good crowd. A diverse mix of mostly consultants but from many different facets of the industry.

Had a long conversation with a young women who is an analyst for a company called CARMA International - they evaluate the power and reach of your social media presence. I had never heard of them. About 10 people and they seem to really know what they're doing.

Food was garlic and fried overload, although I'd give the calamari a solid B. Carmine's has mouthwash in the bathroom which anyone who eats there desperately needs. We ended up having dinner afterwards, at a spacious upfront bar with inattentive bartenders.

Skipped The One Party this year, often very crowded, hard to network and filled with very young, very pretty people who are often being followed around by older not so pretty people. I usually feel invisible and last year heavy snacks were chicken wings. The other issue is it's supposed to be a conglomeration of several different organizations within communications and advertising, but it's usually just the ad people who go. Not sorry to have missed it.

Stay tuned for an update from the Twelfth Night party in January via Women in Film and Video. I have a feeling that will be a blast.

LivingSocial - Shop, Go, Don't Slow Down

A friend applied for a communications job at LivingSocial recently, one of the daily deal juggernauts like Groupon that are invading cities all over the planet. Like the dot.com and social media booms, people are skeptical but can't help but jump on the bandwagon.

My friend "Katie," who is in her late 40s, submitted her resume and cover letter to LivingSocial in the morning. By mid-afternoon she got a note that said, thanks for applying, you're not what we're looking for, best of luck. That must be some sort of world record.

What impressed me about that note was its speed and that it left no room for further discusssion. In a very simple way they told her we're young, we're hungry and you'll slow us down. The average age at LivingSocial is 31 years-old.

I'm going as fast as I can

This understanding of LivingSocial and the business it operates in was reinforced by Alexandra Solomon, senior director of marketing, who gave a presentation last week to the Marketing Executives Networking Group (MENG) in DC. She spoke fast, rushed through and said a lot about growth (they are now in 21 countries, with 40 million members, and were named one of the top 50 places to work by Washingtonian magazine). Then she was out the door to talk to a company they had just bought on the other side of the planet.

LivingSocial's goal is to become the leader in international retail deals and they are buying companies like crazy overseas. They have a deal of the day, are introducing a gourmet group (for those who don't want to wait on line forever at an obscure ethnic restaurant that is suddenly flooded with patrons), and a variety of last minute, decent percentage off travel, dining, etc. packages.

Living Social Ads - Check out its new campaign.

The business model is strong but quite frankly we've seen it come and go in other recessions. Retailers cut prices, give away freebies and drag traffic into their places. Most, Solomon said, make a little bit of money or break even on the deal. What she did not say is that people have shown up at restaurants with their 50% off coupon, only to discover that they cannot get in - at all that day. Right now there's no cut off or control over usage. That will likely end soon.

Many of the European and Asian services are still branded under their own names, and often have existed for a couple of years already, so they come with followers. Although the ultimate goal is to make the LivingSocial brand prominent on everything - right now that's not an option. Bragging rights to becoming the largest global player in thes market are worth it.

I also don't know if the deals are all that good - so you get 50% off dinner in a restaurant you've never tried, but you end up spending 25% more than you would have anyway. But the bottom line for marketers and retailers is consumers like to feel as though they've gotten a bargain. They brag about it to friends. They become deal of the day junkies. It's harder to compete with that.

Local retailers can probably compete with LivingSocial through better service, deals that pamper rather than are fully based on saving money, and just developing strong repoire with their customers. But that's what they should do anyway, right?

Will the LivingSocial model survive? Probably but it's getting cluttered out there and there will be a lot of shake-out first. Like any new market that's growing faster than it can keep up with, the excitement is high and the value to its various players is all in being part of the game.

Defense PR Joins the Real World

At the Capitol Communicators Group lunch last week, I saw a refreshingly frank presentation by Frederick P. Wellman, president of a small PR company called ScoutsComms. Wellman served in Iraq twice and returned to launch a PR company to help the aerospace, defense and veterans' sectors navigate the muddy waters at the end of the decade long defense spend-a-thon.

Wellman discussed General David Petraeus' management style as just go figure it out. He was replaced by General Martin E. Dempsey who operated by asking what's your plan? He has worked for both and learned a great deal in the process.

Wellman discussed how many defense contractors approached their businesses in the gravy train years as don't do anything to rock the boat. But as the budget cuts keep coming, the new defense PR strategy is transitioning into fight as hard as you can for your piece of the pie.

Wellman also described the competitiveness for media attention at a recent trade show. There were over 600 exhibitors and just over 20 reporters to cover all of them. That seemed like pretty good odds to me.

How the Washington Post Covers Defense Contracting

Wellington brought along a Washington Post defense contracting reporter, Marjorie Censer, who quickly explained she is the only one left covering this topic. Censer is working for the Washington Post's weekly magazine Capital Business, and appeared smart and accessible. She offered a few tips about pitching her stories:

Deadlines - Capital Business comes out on Monday and the Washington Business Journal (its major rival), the Friday before. Don't pitch the two of them the same story at once because if the WBJ runs it first, her editors will be very upset.

Sources - Her main sources are analysts who cover defense contractors in our region and she is looking for others. While the analyts are helpful, they are not unbiased. She welcomes input from college and university professors who teach defense policy and other topics within this realm.

Story Pitches Censer says she reads press releases and story pitches, and gave an example of how she'd featured a small company whose release she'd received recently, within a larger story. Product pitches are out unless you can tie them to a bigger trend. Fresh ideas about the battle between Maryland and Virginia for corporate headquarters and jobs are welcome.