Get to know Mattison Brooks, Public Relations Manager

Posted on January 31, 2023 by Kate Glaviano

Public relations is all about relationships—the people behind the stories. That’s why we’re offering this blog series all about our team members. This isn’t about our professional accomplishments but who we are as people. We hope you have as much fun reading along as we do interviewing each other.

1. What got you interested in public relations?

My love of public relations spun off from a combination of my early journalism career, a deep love for American history, and my love of good storytelling. After a short but intense stint covering politics on Capitol Hill at CNN and working local news in a few regional Virginia markets and my hometown in Western Canada, I realized I wanted to do communications differently than I had previously. I learned that I was really excited by taking on the challenges of shaping messaging, crafting narratives, and helping organizations navigate the media world, crisis communications, and engaging the public in mission-focused communications. Working in the non-profit world was an easy jump after graduate school. And that road ultimately led me to here – a new and exciting way to keep telling great stories and engaging clients in new and innovative ways.

2. Tell us about your favorite movie and what appeals most to you about it?

Anyone that knows me knows that this is a multi-hour discussion. However, because I’ve got a word limit, I’ll grudgingly choose one; and that is The Lord of the Rings: The Fellowship of The Ring. This movie never fails to give me chills to this day – and as a young kid, this movie blew my mind. The movie score, the cinematography, the acting, the scale and scope of what was built and created gave life to Tolkien’s masterpiece. I truly believe there’s never been a movie like it… and short of the new Dune movies, there may never be again.

3. What was the last, best book you read and what about it spoke to you?

The last book I read was a guilty pleasure: World War Z by Max Brooks. Totally just an entertaining and thrilling book, written in the form of a pseudo-documentary about a global war against zombies. The movie wasn’t great, but the book is fantastic. The last book that I read that inspired me and spoke to me was probably Washington: A Life by Ron Chernow. The life of George Washington is truly something that people need to read to believe. There’s something very inspiring about a person whose singular commitment to honor and duty shaped the way that we view civic virtue and our system of government to this day. Not without his flaws, the book also does a wonderful job exploring how deeply complicated and conflicted Washington was with his own family, his career, and his view of the revolution he helped fight. How that book and the story of George Washington hasn’t been given a proper treatment or at least translated into an HBO mini-series a-la John Adams or Chernobyl, is beyond me.

4. Tell us about a meaningful hobby or outside of work commitment that is important to you.

I am really into winter sports, which makes living in Florida an interesting place for someone who grew up playing ice hockey and snowboarding. But any time I can manage to get to the mountains I feel completely refreshed. There’s nothing quite like the total peace and quiet at the top of a mountain. It is a great place to clear your head and decompress.

5. Share a fun fact about you.

I am an avid cook and am constantly trying out new recipes for my wife and me. Not all of them are winners, but we’ve stumbled across some absolutely great ones that have become staples in our house. To quote the great classic, Ratatouille: “You must try things that may not work. Anyone can cook; but only the fearless can be great.”

Is it mine? How to share your PR win

Posted on January 4, 2023 by James McKinsey

You’re famous! Well, somewhat famous. You were included in a great article in a highly regarded, well-read industry publication, and your thought leadership or interview made the front page. The next steps usually involve raising awareness of the story and sharing it among your colleagues, clients and peers. But can you do more? What if your quote would fit perfectly in an upcoming presentation or marketing material? They’re your words, aren’t they?

The short answer is – it’s complicated.

While they may be your thoughts on the page, an article is usually owned by the publication that published the article. This applies to thought leadership as well. Even if you are the bylined author, most publications own the rights to the submitted content they publish. So, what are the dos and don’ts of sharing content?

The Dos

First, most publications encourage authors and sources to share content they contribute through social media, as long as the post links back to either the original story or the publisher’s social media post about the content. Tagging the article and the publication are considered good practice and drawing attention to a story is a great way to deepen relationships with the media.

When it comes to your website, include a link to the article in your press page. This usually involves posting the title of the piece, the author, and the date it was published along with a hyperlink to the original piece. Generally, as long as you are linking to the content on the publication’s website and not copying content, you are not violating any rules related to intellectual property or copyright.

For marketing purposes, it is also acceptable to include mention of the article and is preferable to the publishers if your mention provides details on where to find the original article. For example, if a brochure discusses how a subject matter expert discussed a topic in a recent Forbes article, that is fair game and preferable to all parties if that mention includes the date that article was published.

The Don’ts

The general rule is once content is submitted to a publication, they own it – even if they are your own words. While linking to the original article is not different than any other social media post, taking written content and posting it without a link or credit is generally a violation of the publication’s intellectual property. At the very least, it is a great way to burn a bridge with a valued media contact and their publication.

This applies to more than just website content. Marketing materials and other communications should not include unattributed quotes, segments or articles. A bylined article should also be considered the property of the publication once it has been submitted for publishing. Many publications will have language to this effect in the legal notices on their website or even request that you sign an author’s agreement before publication.

A Rule of Thumb

Many publications may be interested in giving special permission to use their content as long as they are given the proper credit. There can be a grey area here, but as a rule of thumb, when it comes to who owns the content, regardless of who wrote it, assume it belongs to the publication.

Get to know Liz Rubino, Media Relations Coordinator

Posted on August 11, 2022 by Hari Rajagopalan

1. What got you interested in public relations?

I started out my career after graduating from college as a radiologic technologist. After my first child was born, I was a stay-at-home mom to my four children for many years. Our good friends across the street had six kids and they were friends with our kids. In 2007, Gary (the founder of Kimball Hughes PR and our good friend across the street), asked me if I would like to come and work for him. So here I am, 15 years later working in public relations.

2. Tell us about your favorite movie and what appeals most to you about it?

I have always liked movies that Robin Williams has been in and the variety of characters he has played. One of my favorite movies is Mrs. Doubtfire. He is a father who loves his kids and does just about anything to make sure he is a part of their lives each day. Although everything changes within the structure of the family, they were able to come together, compromise and still be a family, just in a different way.

3. What was the last, best book you read and what about it spoke to you?

I like to read mysteries and one author I enjoy is Agatha Christie. Murder on the Orient Express is one of my favorites that takes place on a train that has had to stop due to heavy snow. One of the main characters is detective Hercule Poirot, who appeared in many of Christie’s novels. He is precise with his methods he uses to solve crimes and not shy in letting everyone know.

4. Tell us about a meaningful hobby or “outside of work” commitment that is important to you?

Becoming a mom has been one of the best parts of my life and now I am a grandmother for the first time. My 2-year-old grandson always puts a smile on my face. He has a great personality and is quite the character. I look forward to spending time with him each week.

5. Share a fun fact about you.

I moved to Florida after I got married and my husband signed me up for scuba diving classes without my knowledge. I was very nervous about taking the classes, but I ended up enjoying the lessons and being best in class on my test. I only got to go diving four times, but each time I enjoyed the experience and the beauty under the water.

Get to know Rod Hughes, President and Principal

Posted on February 3, 2022 by Hari Rajagopalan

1. What got you interested in public relations?

I spent just shy of a decade as a reporter and editor before switching to what my journalism colleagues and I had jokingly referred to as “the dark side,” meaning public relations. I ended up doing some initial freelance PR work and loved it. Later, I handled PR for several practice groups at a large global law firm before moving to a full-service agency. It turned out the dark side wasn’t so dark and my journalism training and experiences seemed to help a lot in what became my second act. I’ve never looked back.

2. Tell us about your favorite movie and what appeals most to you about it?

I have several favorites, but one stand-out is a Robin Williams movie called “What Dreams May Come.” The theme is a bit dark – death and the afterlife – but much of the cinematography is beautiful. Despite what appears to be a gloomy story, the movie focuses on the connections to, and importance of, relationships among family and friends, and how those relationships make all the difference when we look back on the totality of our lives. This, and the fact that Williams is reunited in heaven with his beloved dog from years ago places it among several favorites for me.

3. What was the last, best book you read and what about it spoke to you?

I love Russell Baker’s book, “Growing Up.” He was a Pulitzer Prize-winning humorist for The New York Times, and the book details … well, growing up in Depression-era America. It’s a rich, non-fiction character drama told with humor and insight by Baker about his childhood. I loved the writing, the humor found in the absurdity and stresses of life, and the pleasure taken in small, everyday things. What spoke to me was Baker’s style of telling a great story that didn’t involve great things — no heads of state, no decisions that impact millions. Rather, the stories of aunts and uncles, childhood friends, and the adults who helped shape and mold a poor kid living in New Jersey into a successful, well-respected writer.

4. Tell us about a meaningful hobby or “outside of work” commitment that is important to you?

About 10 years ago I bought a home on 2.5+ acres of heavily wooded land. To my continued astonishment, what started out as necessary maintenance has turned into a hobby of novice forestry. If you told me 15 years ago I would enjoy the peace and solitude of cleaning up thousands of leaves or taking a chain saw to a dead tree I would never have believed it. However, it’s a great opportunity to clear your head while focusing on a basic task.

5. Share a fun fact about you.

As a 40^th birthday gift, a few friends purchased a small souvenir plot of land in Glencoe, Scotland for me. According to the documentation, I can legally use the title Lord. My friends and I find this funny because in addition to this new title my legal name consists of a first and two middle names as well as my family name. I’m also the third, named after my father and grandfather of the same name. Going by Rod saves a lot of time.

#WheresZuck and the Issue of Trust

Posted on March 22, 2018 by kimballpr

Five days. That’s how long it took for Mark Zuckerberg to respond publicly after the revelation that Facebook data was used by U.K.-based Cambridge Analytica to aid the Trump campaign. During that time, Facebook stock lost more than $30 billion in value and #deleteFacebook swept other social media platforms.

Did he respond as fast as possible, gathering all the facts and developing a plan? Or did he wait too long? I’m always a fan of a fast response in the face of a crisis, but also of a response that is strategic and made with all the facts. So, look at the Facebook timeline:

On Monday Paul Grewal, deputy general counsel at Facebook, made the first comment, saying in an email that the company is taking action to make sure the data harvested has been deleted: “We are in the process of conducting a comprehensive internal and external review as we work to determine the accuracy of the claims that the Facebook data in question still exists,” he said. “That is where our focus lies as we remain committed to vigorously enforcing our policies to protect people’s information.”

Monday’s news read like this CNBC report: “The future of Facebook as an advertising platform was called into question by marketers, lawmakers and privacy activists on Monday after revelations that its data on 50 million users was harvested and used by Donald Trump’s political ad firm in 2016.” A hashtag also appeared: #WheresZuck, a sign that the world was waiting for the founder to speak.

On Tuesday, Facebook went further in a statement: “Mark, Sheryl and their teams are working around the clock to get all the facts and take the appropriate action moving forward, because they understand the seriousness of this issue. The entire company is outraged we were deceived. We are committed to vigorously enforcing our policies to protect people’s information and will take whatever steps are required to see that this happens.”

Their strategy was clear: to say that they, too, were victims who were violated and they would take strong action. They also promised Mark would speak on Wednesday—by which time #DeleteFacebook was trending, a WhatsApp cofounder had joined the movement and tens of thousands of users had, indeed, deleted Facebook. Plus, governments on both sides of the Atlantic were calling for more regulation.

When Mark finally spoke on Wednesday, putting a long statement on Facebook, he took responsibility and laid out a plan to ensure this doesn’t happen again. But he stopped short of apologizing (which he did later in media interviews).

So, was five days too long to wait for the Facebook response? It seems so. Even if they needed time to gather all the facts and formulate a plan, Zuckerberg could have posted this himself, because it seems his audience only would hear from him, something he should have known. And what was never addressed was why nothing was disclosed about a problem that may have known about since 2015.

Dante Disparte outlines the problem nicely:

The coat of Teflon that usually shields Facebook and its affable leader, Mark Zuckerberg, who has matured into a techno statesman in the public eye, is beginning to wear thin. Facebook now joins a growing number of firms embroiled in a trust deficit with a case of reputation risk whiplash. …Facebook’s eroding market confidence appears to be self-induced by 5 days of silence and lax third-party risk management. Reports of more than 50 million personal records being accessed by Cambridge Analytica… is not only a terrible violation of consumer privacy, it highlights how trust (the new thrift of the modern economy), is hard to earn and easy to lose. (Read more in Disparte’s Wednesday article in Forbes.)

Losing the trust of regulators, business partners and the public—that’s what happens when your response to a crisis is too little, too late.

Responding to Golden (State) opportunities

Posted on July 21, 2016 by kimballprassistant

I was recently reminded that publicity is perhaps one of the most important tools for a non-profit organization. Athletes C.A.R.E., a student athlete organization focused on ending homelessness and hunger, received an unexpected shout out from Nick Young of the L.A. Lakers on a recent episode of Cupcake Wars: Celebrities.

This was an unplanned windfall for Athletes C.A.R.E., but absent a plan to respond and capitalize on the event, it would have ended as a one-time happening missed by many.

Fortunately, Athletes C.A.R.E. took advantage of its active social media presence. For non-profits, leveraging social media can mean a huge boost in messaging attention, and even fundraising.

The first step is to post about the event. Take to every platform where you have an active presence and let followers know your organization has been publicly recognized. In those posts, be sure to tag the relevant names and organizations. For Athletes C.A.R.E., this meant tagging Nick Young, the L.A Lakers, The Food Network and Cupcake Wars. By tagging the appropriate parties (and their social media accounts) you widen the reach of your post and expose your organization to broader audiences. Now not only will your followers see the post, but the followers of anyone you tag will see the post as well.

Additionally, you can reach out to your local newspaper and other local media outlets to alert them of events such as having Nick Young reference your non-profit on national television. Something at that level might warrant a local news story.

Finally, you can follow-up two or three more times via social media over the course of the following week, pointing out different aspects of the initial event to extend the message and the reach. However posting more than that will likely be unwelcome. And any additional social posts about the event should be broken up by other content on social media.

With limited budgets and personnel, publicity and social media are two of the strongest tools in a non-profit’s arsenal. The ability to capitalize on and expand your organization through opportunities such as the situation with Athletes C.A.R.E. will strengthen your organization and help spread your message.

This post is courtesy of Cassidy Taylor, Lafayette College class of 2017, Kimball’s summer 2016 intern.

You can run, but you can’t hide #TwitterFails

Posted on March 9, 2016 by kelliebaran

Photo credit: Transferwise.com

Social media is to branding a successful business as cheese is to mozzarella sticks. We’ve known for quite some time that marketers need to look alive every second of the day (or even just six hours per week), on the Twitterverse. But when opportunity arises or crisis strikes, it’s all about tactical PR. A strong media presence requires time commitment, creativity, and responsiveness; dedicated and experienced PR support is the best way to meet these demands. Without a practiced PR team or agency, your company may fall victim to the #nightmares detailed below.

#Wheresthecheese

Speaking of mozzarella sticks, McDonald’s launched them as a new item on their menu recently. Customers quickly took to social media to vent their frustrations with their cheesy purchase turned “lactose-free.“ McDonald’s came out with their explanation/ apology via The Chicago Tribune, but not before some smart competitors took to social media to boast the cheesy goodness they offer.

PR Takeaways:

1) Keep a close eye on social media callouts, so you can respond to the problem before the hashtag becomes the new problem.

2) Seize the opportunity, or dare we say, “cheese the opportunity.” Use humor and offer incentives to keep the situation friendly. Your audience will get a good laugh and hopefully drop in for a bite to eat. Just be sure to put your money where your mouth is if you’re going to play this card.

Meanwhile, McDonald’s has discontinued this product in response to negative feedback.

“Fire your agency. Then fire everyone who hired them”

Twitter users across the country did not appreciate the response Red Lobster gave to their Super Bowl Sunday shout out from none other than Queen Bey herself in her newly released single, “Formation”. The somewhat controversial lyric referencing Red Lobster turned all eyes on the seafood chain restaurant. While clearly trying to maintain their family-friendly rep, Red Lobster landed themselves in hot water with the masses on Twitter who waited hours for a clever response.

PR Takeaways:

Always be ready. You only get one shot to impress a lot of people.

You need to impress all of those people while sticking true to your brand, so tread lightly, but not too lightly.

#RIPTwitter

The social media site fell victim to the power of its creation when rumors spread that they may change their news stream from reverse-chronological order to an algorithm based feed, similar to Facebook’s. Even a few celebrities got on board with #RIPTwitter to express their discontent, to which CEO Jack Dorsey had to step in and quell the chaos.

PR Takeaways:

It never hurts to have employees at all levels involved with social, even the CEO—his word over all when it comes to shutting down rumors.

Don’t stick to just one outlet. With Twitter’s user growth slowing, it’s important to maintain messaging across multiple media outlets, social, news or otherwise.

Whether you work for a fast food giant or an insurance company, it’s important to control your own message. A small business may not generate viral hashtags the way Red Lobster would, but you can never be too sure what will happen in the realm of social media. Stay alert, stay focused, and stay out there.

How can hotels use social media during a crisis response?

Posted on February 8, 2016 by samanthamkimball

: Photo credit: Mark Emery Photography via Foter.com / CC BY-NC-ND

The majority of hotels recognize the critical need for crisis response planning. But have they factored in social media? Over at Hotel Executive, Gary explains eight ways hotels can be effectively using social media during a crisis response.

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