Outdoor Insight

Q&A with Chris Goddard, President and Founder, CGPR T he world of PR has changed radically during the past 25 years with the addition of multi- ple media channels and communication tools. Knowing how to navigate takes patience, focus, clear thinking and unbridled passion for the field. Here, Chris Goddard, founder and president of CGPR, shares best practices with Outdoor Insight. Goddard says she has gained wisdom from mistakes, learnings from those mistakes and wins — all gained through a career that started in Washington, D.C. serving as a lobbyist for the City of New York, to working for big NY PR agencies on accounts like Snuggle and Wisk, to running her own agency with offices in Marblehead, MA and Newport Beach, CA. Her secret to surviving? Making time for person- al joys — in her case, racing sailboats and cycling with her husband, Craig Davis. e other must have to excel in the field of PR – 150 percent love for what you do. Read on to find out why public relations is unforgiving and not for the faint of heart. Outdoor Insight: What are the most signiæ'ant 'hanges =ouT:e seen in Pu&0i' Re0ations o:er the =earsH Chris Goddard: ere are several. 1. Digital = Complete Disruption. e explosion of digital media can leave communicators feel- ing like they are standing in front of a tennis ball machine that never turns off. In the beginning of my career, there were times during the day when you could switch off and not think about PR. With today's digital world and a news cycle that never quits, especially because there is a White House that uses Twitter as an on-demand news channel, PR is 24/7. Yes, I turn off my computer, walk out the office door and head home, but I am always on — always working. With the expansion of cable news channels and news sites online, there is no rest for the weary. 2. Social has blossomed into a great opportunity, but today's marketeers may still benefit from insights. Social media has increased the number of ways one might find themselves in the "PR dog house." Today, it is really easy to make a mistake with larger than life consequences. Mistakes live on forever on the internet. Social media places more demands on con- trolling messages — meaning that when developing messaging, regardless of the topic, consideration must be given to how social media will play a role in the dissemination of that message. Decisions oen need to be made in a nano-second. 3. From a PR firm, to a "Jack of All Trades Firm." Client relations continue to remain focused on one solid goal, do first class work while remaining totally committed to ROI. As there are so many more tools in the tool box, the task becomes more challenging on all fronts. Clients are aware of the fact that there is a myriad of options for communi- cating — whether this is a straight product launch, managing a crisis, establishing authenticity, execut- ing an event, or prepping for an interview, among others. In addition, new channels appear every day. One day it is Snapchat, the next day it is something else. is requires today's PR practitioners to turn on a dime and go from 0-60 in seconds. 4. From Publicist to Strategic Juggler. e necessary skills of a successful PR pro in today's landscape have changed. PR professionals must have the ability to juggle and switch gears while thinking on their feet without getting flustered. ey need an uncanny knack of staying calm, exhibiting patience, and tracking the news and trends impacting their clients' worlds. Yes, PR Pros still must have the ability to write a sentence that is grammatically correct (thank you Mrs. Brown). Having manners and social skills despite what is going on around you is essential, as is the ability to look a colleague, client, partner or editor directly in the eye. Perhaps the most important trait is being 250 percent emotionally invested in PR and having a love for the field unlike anything you have experienced before. I tell my team, if you don't have all of the above, don't bother, you can't be half in; for PR, you must be all in. 5. Coffee, wine and love = essential ingredients for CGPR's next chapter. CGPR has realized 25 years of success for one simple reason. I absolutely love what I do, have the best team ever, and work with fabulous clients and friends in the media. I am supported by an amazing husband who is there day and night despite the fact that I traveled over 180 thousand miles last year. I am incredibly humbled and the luckiest person on earth. What's next? Las Vegas, Denver and Munich and building towards that 3 million- mile status. Hello United! ow ha:e the needs o* '0ients &een a0tered &= an in'reasing0= sa::= 'onsumerH Consumers are more educated and because of that, are more demanding of brands. Brands have to think on their feet and be prepared to act quickly - incredibly fast, but with smart responses — not off the cuff. In the fashion world, consumers want what they want on their timelines. Fast fashion is king. is means that as a business partner, we have to be prepared to react quickly and incorporate that kind of flexibility and nimbleness in our PR approach — which must include all facets of communica- tion — see #3 at le. We are now jack of all trades. ow do =ou &ui0d re0ationshi4s with media toda= as o44osed to in the 4astH ere are so many more options to build and nurture relationships because of the explosion of media outlets. Staying in touch is really easier today than in the past. Regardless of the media category, it is important to pay attention to the media in your world, whether it is fashion or tech or active lifestyle. As a PR pro, you really are required to pay attention to what your media are writing about. When you see a story that resonates, send a short email to say thank you. is is obvious but it goes a long way. When I read or see something in the media, I make it a practice to say thank you to that reporter or producer, either on LinkedIn or via email, even on a weekend. I am constantly surprised, especially on a weekend, how oen I will receive a heartfelt response back right away. is simple lesson has been the foundation for many of the terrific media relationships we have now with mainstream media, such as AP, CNN, #e New York Times or the Wall Street Journal, etc. ese e-mail notes need not be long, just a simple sentence of gratitude for a great article or a great story. Who do =ou see as the most inçuentia0 media in toda=Ts 0ands'a4eH at is a difficult question as there are so many outlets actually making news themselves. In the fashion world, fashion bloggers are top of the list along with celebrities. Fashion websites make fashion news by posting photos of Meghan Markle to see things sell out in a nano second. BUT, if you look at the recent stories that have garnered attention and Pulitzer Prizes, e.g. the Harvey Weinstein saga, it is the traditional media, such as #e New York Times (e Gray Lady) and #e New Yorker that are making a difference. e key cable TV news leaders are CNN and Fox regardless of what side of the political spectrum. In the end, it is the journalists that do their homework that are influ- encing the media landscape. ese journalists bring thoughtfully written stories about important topics in today's world that impact us all.O mai0: 'hris°'g4r4u&0i're0ations@'om SURVIVING 25 YEARS OF PR CHAOS Navigating with Patience, Focus and Passion. SPONSORED CONTENT

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