Author: WWPR

By Alexandra Dickinson, Director and Chief of Staff at Beekeeper Group, and co-Dean of the DC Chapter of the Awesome Foundation

Disclaimer: The views and opinions expressed in this article are those of the author(s) and do not necessarily reflect those of Washington Women in Public Relations

Four score and seven years ago,* I was lucky enough to have gotten a semester-long internship for C-SPAN’s history unit. This meant I dusted the Ann Arbor snow off my shoulders, moved to D.C., and never looked back. While it was an incredible opportunity from a professional perspective (I was later hired full time to work on C-SPAN’s American History TV), it was also important on a personal level, as it helped me discover my hero: Abraham Lincoln.

Sure, I’m not the only one out there who loves Lincoln, but my (borderline fanatical) love of our 16^th President has shaped a lot of my life since then. My fellow history nerds will know that April marks a solemn occasion: the 150^th anniversary of Lincoln’s assassination, so to commemorate this event, I’m sharing five Lincoln quotes that shape my life as public affairs professional:

“Character is like a tree and reputation like a shadow. The shadow is what we think of it; the tree is the real thing.” I love this Lincoln quote because it reminds me that the best way to approach any PR campaign, is not just to look at a single leaf or branch, but to try and get a sense of the whole forest. Indeed, when representing a client, understanding the distinction between character and reputation is crucial.

“Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” Everything goes smoother when you’ve got the right tools in place. Although planning wasn’t always possible in the midst of warfare, Lincoln knew the value of preparation. When getting ready for a big campaign launch, I keep this 2/3rds ratio in mind and spend twice as much time getting ready as I do on the event itself.

“Better to remain silent and be thought a fool than to speak out and remove all doubt.” Admittedly, Lincoln didn’t live in today’s context of constant communication, but his message here is spot on. Just as you shouldn’t always jump on a trend, you don’t always have to speak.

“Things may come to those who wait, but only the things left by those who hustle.” Living in D.C., the “hustle” may seem like the only option, but Lincoln’s words remind us that there’s a reason for that. As a young woman in this industry, there are a ton of fantastic opportunities (like WWPR events!) that can truly enrich your life.

“Whatever you are, be a good one.” Perhaps of every one of Lincoln’s words, these resonate most deeply. As a person who has devoted her life to helping others present their position to the world, the reminder to be good and ethical is a tremendous compass, and I try and share these words with every professional I meet.

As Washingtonians, we often take Lincoln for granted, but this April I encourage everyone of you to take a walk down to the mall, sit on the steps of the Memorial, and consider the lessons Lincoln shared with us.

*Length of time may have been exaggerated for the love of Lincoln in this instance.

By Alexandra Dickinson, Director and Chief of Staff at Beekeeper Group, and co-Dean of the DC Chapter of the Awesome Foundation

Disclaimer: The views and opinions expressed in this article are those of the author(s) and do not necessarily reflect those of Washington Women in Public Relations

For die-hard college basketball fans like me, March means one thing: madness. As Selection Sunday nears, my heartbeat quickens with anticipation while my thumb becomes obsessively drawn to refreshing the ESPN app on my phone. Will the Wolverines make it in? Will my dreams for an Ohio State snub come true? Only time will tell. While my feverish hoop dreams grow, another kind of madness is brewing among marketing teams across the country, I’m talking, of course, about trendjacking.

Seen most recently with the #TheDress, trendjacking is when a brand seizes on a current meme or trending topic and tries to participate in the conversation. Famously done by Oreo during the blackout in the 2013 Super Bowl, it’s easy to see why a company or organization would want in on a popular moment.

However, there are many drawbacks to this type of participation, and there are plenty examples of trendjacking backfiring. Beyond the big mishaps, there are times where these trends just don’t make any sense (does it really work to have a golden retriever sell me beans as part of a meme about a color-changing dress? I guess if you saw it as gold, but still!) As the Madness seeps into the news cycle, it’s possible that your clients will want to do something basketball related. But just like with any good play, you need to look first, and pass second.

As PR professionals, it’s our responsibility to act with our clients best interests in mind. That’s why this March, I’m asking my fellow digital mavens to join me in ending the madness. Before recommending that a client make a full court press on a trend, consider these ideas first:

• “The ball don’t lie.” – Former Tar Heel (and my favorite NBA Player of all time) Rasheed Wallace is known for exclaiming the ball’s tendency towards truthiness. From the marketing perspective, consider this exhortation as a reminder of the value of authenticity. If a trend has nothing to do with your brand, you may want to steer clear to avoid derision.
• The key is not the ‘will to win’…everybody has that. It is the will to prepare to win that is important.” – Hoosier legend Coach Knight’s words remind us that a great win requires work up front. While there is no crystal ball for digital marketing, you cannot expect to succeed if you haven’t prepared. Behind a big win (like the Oreo tweet) is a flexible, and responsive team that is ready to play defense at a moment’s notice.
• “The only important statistic is the final score.”– MVP Bill Russell knew a thing or two about winning on the court. Off the court, this quote is a great reminder that big wins don’t happen all at once. When you work with the end in mind, you’ll see that jumping onto the latest trend may not be beneficial.

While everyone loves a slam dunk, you’re more likely to win with a long string of 3-pointers and good work in the paint. Or, in marketing terms: stick with a marketing strategy that makes sense for your brand, when the right moment comes up you’ll get that slam dunk no matter what.