Tag Archive: Income Statement


How many graduating university/college seniors in communications disciplines (i.e., public relations, marketing, investor relations, public affairs etc.) will utter the  worn-out cliché to hiring managers in the coming weeks and months: “I really work well with people”?

Gag!workwell

What precisely is the return-on-investment (ROI) for someone who allegedly works well with people?

How does one measure how effectively a candidate interacts with other humans?

Come to think of it if one was pursuing a career in anything and everything communications, wouldn’t working well with people be a given?

Tell me something – anything – that I don’t already know.

There are precisely 1.490 billion results when one Google’s, “I Really Work Well With People.” Surprised there are so few web instances devoted to this NOT thinking outside of the box phrase.

Almost DailyBrett will declare now, and will say it forever:

Telling a hiring manager you work well with people: 1.) Makes the hiring manager roll her or his eyes; 2.) Brings into question whether you have any creativity; 3.) Does not differentiate you from your tenacious competition for the legal tender; and 4.) Makes one wonder whether your brain has flat-lined.workwell1

Strong opinion to follow.

Tell Me/Us About Yourself?

At this point in the interview process, the hiring manager is transitioning from the requisite small talk to getting serious.

The above question, which surely will follow with “Why do you want to work for us?” is more than an ice-breaker. It is an opportunity for a candidate to systematically demonstrate ROI based upon experience, results, digital and analog skill sets and education.

Think of it this way: A dollar is a friend (same applies for pounds, euros, yen …).

An agency, corporation, non-profit, governmental agency has to spend a certain amount “friends” in the form of income statement SG&A salary, benefits, time-off and maybe even stock options to hire you as opposed to someone else or no one at all.

Why should they make this investment in your particular personality, talents and skills? Aren’t your type a dime a dozen?

Instead of the throw-away line about working well with people, how about talking about how you collaborate in teams and what you and your teammates accomplished? Everything should be first-person plural: We, Us and Our.

Teaching digitally oriented public relations, advertising, integrated marketing communications (IMC), blogging/social media, corporate communications and investor relations now at Central Washington University and before at the University of Oregon, our students were always required to work together as teams to reach assigned goals for their clients.

This experiential learning approach does not require each student to love or be loved by their teammates, which is asking too much. Instead, a hands-on collaborator needs to respect and be respected, which is the essence of being a good team player.

Instead of tired verbal Pablum, how about demonstrating with concrete examples how you teamed/collaborated with others to cure cancer, climb Mt. Everest, achieve world peace and break political gridlock in Washington, D.C.?

The candidate with real-time results, which can be quantified and verified, and who didn’t take all the credit but collaborated effectively with others, has a better chance – a much better opportunity – of being hired.

The Stark Difference Between Anxious and Interested

Let’s be generous for a second:

In most cases, the candidate who feels compelled to blurt out how well he or she works well with people (or others … a distinction without a difference) runs the real risk of coming across as hungry and anxious.workwell2

Hiring managers are not welfare agencies. They are not there to feed the hungry or heal the sick. They are there to recruit the best and the brightest to solve problems and perform miracles.

Some candidates feel compelled to incorporate “objectives” right at the top of their resumes, declaring they are seeking a position in a given field.

Well, duh!

Didn’t you already make that point in your cover letter?

The smart applicants start with a “profile,” detailing their individual value, accomplishments and what she or he is bringing to the party. These wise contenders immediately demonstrate through concrete examples their ROI.

They also speak in the language of the company, the agency, the non-profit, and the public sector agency.

Instead of “you know,” “you guys,” “me and my team,’ and Almost DailyBrett’s favorite, “stuff,” the prepared applicant talks about driving the top and bottom lines, fiduciary and corporate social responsibility, and enhancing SEO and SEM.

In short, they speak the language and signal it will not take long to become totally fluent in whatever serves as the Raison d’ etat for the entity doing the hiring.

Yes, the wise candidate understands very clearly how the hiring manager’s company makes money, which even applies to non-profits.

As you will note, this is not the first time your author has written about this subject. Just like cock roaches this offending phrase instead of going away is actually multiplying.

It’s time … not it’s past time … deep-six this horrific, “I really work well with people,” before another hiring manager has to excuse herself or himself from the table.

https://www.google.com/?gws_rd=ssl#q=I+Really+Work+Well+with+People

https://www.livecareer.com/interview-questions/how-well-you-work-people-you-prefer-working-alone

http://jobsearch.about.com/od/interview-you/qt/working-with-people.htm

http://www.forbes.com/sites/jacquelynsmith/2013/11/15/the-20-people-skills-you-need-to-succeed-at-work/#74d85a6264b5

https://almostdailybrett.wordpress.com/2015/07/18/online-college-not-good-enough-for-pr/

https://almostdailybrett.wordpress.com/2014/06/08/i-really-work-well-with-people/

 

 

 

Snap. Crackle. Pop.

Silicon Valley and other mass communicators are enamored when it comes to threes.

CNBC’s investment guru Jim Cramer talks about the three moving forces in technology: Social, Mobile and Cloud.

socialmobilecloud

Threes are easy to remember, fours or fives, not so much.

At LSI Logic, we were fond of talking about our three C’s: Communications, Computer and Consumer.

These were our three strategic markets. The three C’s were easy for customers, employees and owners (e.g., investors) or the acronym, C.E.O., (another three) to remember.

In this spirit, let’s talk about the Almost DailyBrett Communication Big Three.

These are an absolutely essential trio of communications skills, most in demand in the marketplace, and which need to be taught by our colleges and universities.

Drum roll: Persuasive Writing; Financial Communications; and Social Media.

Think of it this way: The first two are analog in nature and the latter is digital.

Compelling Writing Skills

Writing goes back to the first publicity campaign on behalf of the all-powerful Pharaoh, the Rosetta Stone. He was awesome, and if you need proof just check out the hieroglyphics on the smoothed surface.rosetta

Johannes Gutenberg speeded up the process with his Mainz, Germany printing press in the 14th Century, and now the acceleration is at warp speed with wireless communication devices.

Despite the unprecedented ability to communicate in nanoseconds to virtually any spot on the globe at any time, the old-fashioned skills of developing compelling, credible and accurate copy under deadline pressure has never been greater. For some, writing is a natural gift that comes easy. For others, it is a laborious process that can be perfected with practice.

Starting this fall, your Almost DailyBrett author is teaching Introduction to Public Relations Writing at Central Washington University. My 20 students are going to be asked to produce the following:

  • Curriculum Vitae or resume, emphasizing the student’s professional and academic accomplishments with quantifiable measurements
  • Twitter-style cover letter applying for an entry-level public relations position and emphasizing the student’s personal ROI or Return on Investment
  • Complete LinkedIn profile including the same elements of the resume, plus a professional mug shot, three references and at least 30 connections
  • News advisory targeting legacy and/or digital native media informing and/or inviting them to attend and cover an upcoming event
  • News release providing information about a breaking news story, employing the inverted pyramid and using the five W’s – What, When, Where, Who, Why – and the one H – How
  • Pitch to a selected reporter, editor, correspondent, blogger or news aggregator about a newsworthy story and offering assistance
  • Copy for a 30-second radio or television PSA or Public Service Announcement on behalf of a non-profit agency
  • Chief executive officer strategy letter to investors, analysts and employees outlining your selected company’s business strategy and future prospects
  • CSR or Corporate Social Responsibility letter to company employees about efforts your chosen corporation is making to safeguard employees, protect the environment and serve the communities in which the company does business
  • Crisis communications news release – written under deadline pressure – announcing steps a company has taken to address the crisis and pointing to the future
  • Four personal blog posts, emphasizing public relations skills and commenting on breaking news events
  • Two-page executive memo with bullets and subheads introducing a subject, examining the factors, and recommending a course of action

The philosophy behind these assignments is the only way to really become effective at persuasive writing is to Just Do It!

Financial Communications

Many right-brain types, the very people who opt for Journalism school, avoid figures at all costs. And yet, the numbers will find them.

We now live in a world of “big data,” particularly those companies that are publicly traded. Chairman Mao is probably rolling over in his grave as PRC-based Alibaba takes its predominate Mainland China digital retail play public this Friday with shares expected to be initially priced between $66 and $68.

alibaba

Right-brain students need to figure out how to make peace with numbers. UNC Professor Chris Roush (Show Me The Money) states ex-cathedra: “Behind every number is a story.”

Hmmm … that means there are stories to be told about these numbers. In addition, the Securities Exchange Commission (SEC) requires these stories to be told to all investors, if they are “material.” Translated: If a company has “material” information that would prompt an investor to buy, sell or hold company stock, then the company is mandated to disclose under Regulation FD (Fair Disclosure).

What this means is that each and every of the more than 5,000 publicly traded companies (NYSE or NASDAQ) in this country must issue news releases. The writers are not expected to produce the figures (there are oodles of accountants, auditors, controllers …), but they instead must tell the story behind these numbers.

That means that college and university communications graduates should know the difference between the income statement top line (revenues), the bottom line (net income or net loss) and everything in between (e.g., COGS, Gross Margin, SG&A, R&D, Operating Income, Taxes, Amortized Expenses …).

Sure wish someone had been kind enough to teach me these skills, including how to read a balance sheet, back in college.

Social Media

The world has already shifted from Web 1.0 (accessing websites) to Web 2.0 (wired and wireless devices talking to each other) and soon Web 3.0 (semantic web).

The Economist reported this week that nearly one-quarter ($120 billion) of the world’s $500 billion advertising business is coming from digital ads, increasingly being delivered to mobile devices. Yes there is no doubt that digital media is being monetized through search engine optimization (SEO) and other techniques, and that Genie is not going back in the bottle.

Facebook (friends), Twitter (140-character tweets), LinkedIn (connections), YouTube (videos), Flickr (photos), Pinterest (online scrapbooks), WordPress (Almost DailyBrett) all enjoy first-mover advantages in their respective social media spaces. There are challengers now and more competitors to come. The bottom line is that digital publishing through binary code is here to stay.

Companies and international public relations agencies are expecting that digital natives instinctively understand social media. This all circles back to the ability to write clear, concise, credible and compelling copy for an audience that is increasingly overwhelmed by information.

digitalnatives

And much of this data comes in the way of numbers, the ones with a story behind them. And increasingly, these stories no longer involve a gate-keeper but are transmitted though “owned” media (e.g., websites, blogs, social media sites).

Stating that compelling writing, financial communications and social media are the Big Three of Communications may entice the crisis communications, marketing, branding, reputation management, employee communications, public affairs and other dedicated professionals to take umbrage.

Fret not. Almost DailyBrett loves you too, and says to each of you that you need (or soon will need) graduates who can tell the story, and tell it well, through effective writing, numerical literacy and of course, proficiency with digital tools.

http://smallbusiness.chron.com/importance-writing-skills-business-845.html

http://www.unc.edu/~croush/CV.htm

https://almostdailybrett.wordpress.com/2014/05/29/owned-media-an-answer-to-digital-change/

http://www.economist.com/news/special-report/21615869-technology-radically-changing-advertising-business-profound-consequences

 

 

 

 

 

 

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