Recently, I had the opportunity to participate in LEAD San Diego’s EMBARK program – a five-day leadership development program focused on improving the skills of San Diego’s emerging business leaders. A few minutes into the first session, I quickly realized this was more than just a professional development program – it was a personal development program.  Sure, the Myers-Briggs Type Indicator (MBTI) test confirmed my love of list making – no surprise there for anyone who knows me.

But the self-awareness exercises we participated in also taught me more about who I am, how the things I do affect others, and how I can improve my interpersonal communication and relationships. The rest of the personalized leadership assessment program was just as impactful as it included knowledgeable and interesting speakers, small group breakout sessions, and interactive team-building exercises.

Here are just a couple of my key takeaways from a phenomenal program:

Sometimes you have to follow to become a better leader. 

Jeff Balesh of Jeff Balesh Consulting encouraged us to lead interdependently, “with intention despite uncertainty.” In other words, it’s ok to have a plan, but it’s important to be flexible and willing to let others help when necessary. Akshay Sateesh of Ziksana Consulting, through a number of quick-thinking exercises, re-emphasized this for us by forcing us to get outside of our comfort zones. His on-the-spot improvisation lessons taught us that good leaders “live in the moment and listen.”  Doug Holman of the San Diego Regional Chamber of Commerce stressed that it’s ok, and sometimes better, to refer colleagues to someone else competent when you’re crunched for time.  You don’t always have to do everything yourself and you can position yourself as a resource in the process.

Small actions can have a big impact.

Throughout the EMBARK program, I was reminded great leaders always find ways to say, “thank you” and that those two words can go a long way in enlightening and inspiring someone. Small actions, even if you don’t remember them, can leave a lasting impact. It’s important to take the extra step, make a follow-up call or write a letter – you never know who could be watching or how you may meet again. First impressions are made all the time, whether you know it or not.

San Diego businesses are uniquely connected.

A benefit of the EMBARK program that will have a lasting impact on me is the people I met through the program. Many of San Diego’s largest and most impactful companies, business groups and nonprofit organizations were represented in my cohort, and interacting with such fun-loving, insightful and driven individuals was exciting and energizing for me. Hearing stories about clients NST has worked with throughout the program also made it clear for me San Diego is a big city that feels like a small town, led by a close-knit group of visionaries.

I truly hope I get to work with each of my fellow EMBARKers again one day and look forward to becoming part of the next generation of San Diego visionaries together.

It’s no secret public relations professionals aim to create content that elicits an action, especially through social media channels. It’s called “social media” for a reason – we want people talking about, engaging with and sharing our client’s content and messages.

Nuffer, Smith, Tucker co-hosted the “Content Marketing Insider Secrets” webinar last Tuesday with Social Fresh, a social media education company, that discussed content creation in-depth. The webinar gave attendees a glimpse of the dialogue that will take place at the Social Fresh WEST conference in San Diego on September 27-28, and featured conference presenters Anna Lingeris of Hershey’s and Zena Weist of Expion along with NST President Bill Trumpfheller.

The lively discussion focused on the importance of knowing your brand’s voice, prepping your content with appropriate research, and being an engaging participant and curator. Here’s a recap of some key points:

• Content shouldn’t repeat your traditional ad copy. Figure out what voice will resonate with your target audiences and tailor it accordingly per social media platform.
• Identifying a focused brand voice helps all employees within your company understand social media goals and activity. It also makes it easier for people to participate.
• Listen and respond to the needs of your audience.
• Create content, but also let others’ (your audience) voices and opinions come through.
• Metrics and data are available – use statistics and data to create a plan, and see what’s resonating with your audience.
• Cross-pollenating content per platform can increase the shelf life of your campaign.
• You want people to trust your brand – engagement helps build trust.
• Listen first; talk later.
• Create content that your audience can easily share on and offline.
• Engaging content must have a personal relevance. Find out what matters to your audience and create content that sparks a discussion around those topics.
• The top three types of engaging content are: personal questions, loyalty questions and call-to-actions with photos or links.
• Figure out how to make a local tie to your audience for increased interaction.
• Content marketing research is critically important and should be a large part of the resource pie.
• What experience are you trying to deliver? Use this to drive content creation, but realize in the end it, your content may not be all brand focused.
• Don’t succumb to “shiny object syndrome” each time a new platform emerges. Do your research before diving in.

Did you join “Content Marketing Insider Secrets?” What were your takeaways?

We at Nuffer, Smith, Tucker believe it’s important to give back – it not only helps those in need and sets an example for other organizations, but it also encourages us a team.  Last Thursday, several NST’ers spent the morning downtown waving signs and collecting money in big red shoes in support of the third-annual Red Shoe Day.  Our team represented a few of the more than 1,200 volunteers who took to the streets to raise money for Ronald McDonald House Charities of San Diego (an NST client) and the great work they do to provide a “home away from home” for families with critically ill or injured children in local hospitals.

It was inspiring to watch the creativity of some of the volunteers, some donning wigs, costumes and hula hoops to get attention, and it was even more special to see firsthand the generosity of those choosing to give back on their daily commute.  All in all, Red Shoe Day raised an estimated $150,000 for the charity, so thanks to all who donated!

What’s a creative way you or your professional team have helped make your community a better place to live, work and play?

With the growing demand to write in 140 characters or less, the use of good grammar and language is becoming extinct. It appears the good guys (or gals) are losing the battle, but as public relations professionals we need to continue to fight.

According to an article that ran last week in the The Wall Street Journal, managers are fighting an epidemic of grammar gaffes in the workplace. Many of them attribute slipping skills to the informality of email, texting and Twitter where slang and shortcuts are common. Such looseness with language can create bad impressions with clients, ruin marketing materials and cause communications errors, many managers say.

The article went on to say that in a survey conducted earlier this year, about 45 percent of 430 employers said they were increasing employee-training programs to improve employees’ grammar and other skills, according to the Society for Human Resource Management and AARP.

What employers know and younger generations have yet to realize is that in today’s competitive business landscape, being able to communicate effectively may actually give you the edge over less articulate competitors. Good grammar can ensure messages are delivered and received promptly, and helps to lessen confusion when sending an instant message to a client, co-worker or potential employer.

What are your thoughts on good grammar in the workplace? Do you think it will become extinct or are your willing to continue the fight alongside me?

A lot of companies place emphasis on ensuring their organization or brand “looks good” online – and that’s important – but they often focus only on the graphic, visual elements of a website or social media platform.  More importantly, who’s the voice of your brand online?  Who’s communicating with people via social media on your behalf?  Is there a consistent tone?

I recently sat through a Word of Mouth Marketing Association (WOMMA) webinar that explained what things companies should want in an online community manager and helped paint a picture of what he/she should look like.  Below are seven qualities you should look for (or develop) in your online community manager:

1. Articulate:  An online community manager should be able to communicate effectively in a variety of media.  He/she should be capable of clearly expressing the organization’s messages in a language your community members like and understand.

2. Social:  He/she should be able to easily engage in authentic conversations online.  In other words, just because your I.T. guy knows about computers doesn’t mean he’s automatically the right fit – this person needs to be comfortable participating in online discussions and come across as natural.

3. Professional:  Having a personality is great, but coming across as professional is equally, if not more, important.  The person should act as a responsible ambassador for your organization and carry an appropriate, consistent tone across multiple mediums.

4. Adaptable:  An online community manager should be able to make decisions quickly during crisis situations.  This often involves knowing where to look for information, working across multiple departments, understanding the company’s values, and not getting frazzled easily.

5. Enthusiastic:  It’s easy to tell when the person “behind the post” actually cares about the brand and about helping or informing others.  Your online community manager should be energetic, passionate and engaged in relevant topics.

6. Connected:  Key members within your community can come to your defense and/or be your best ambassadors, so the person you choose as a community manager should have ties to the right people within the community, or at least be able to identify them.

7. Organized:  When managing a community, staying organized is key.  A community manager should be able to keep track of data, relationships, content calendars, and a variety of assets essential to maintaining your community.

WOMMA is a fantastic resource for social media newbies and experts, as it puts together case studies, ethics guidelines, and online and in-person educational seminars.  You can follow the organization on Twitter and keep checking back to the NST blog for more information on best practices, trends and updates related to social media.

We are excited to announce several new additions to Nuffer, Smith, Tucker’s award-winning team.

Derek Danziger is joining NST as vice president. Derek brings more than 17 years experience in public relations, marketing and public affairs to the firm. He most recently served as vice president of marketing and communications for the Centre City Development Corporation (CCDC). At CCDC, Derek acted as the organization’s spokesperson and managed media relations, communications and community outreach programs relative to downtown San Diego’s redevelopment efforts. Prior to CCDC, Derek worked in the education and public relations departments at SeaWorld San Diego, and coordinated international media relations activities for the grand opening of LEGOLAND California. He also served as director of media and public relations for the Super Bowl XXXII Host Committee in 1997, working directly with the NFL, international media and the San Diego community to implement a variety of Super Bowl-related events and activities.

Derek received his bachelor’s degree in communications from the University of California, San Diego and served two terms as president of the Public Relations Society of America (PRSA) San Diego/Imperial Countries Chapter. He is Accredited in Public Relations (APR) and is also a LEAD San Diego graduate. In 2006, he was honored by PRSA San Diego as Public Relations Professional of the Year.

We have expanded our interactive team with the hiring of Sean Masterson as digital strategist. Most recently, Sean served as web and e-commerce manager for iProlog, Inc. Prior to that he was principal at SMB Studios, a San Diego-based web development and social media firm. He also previously served as global marketing coordinator for Prestige International, Inc. He is a graduate of San Francisco State University and has completed certificates in graphic design and web design from University of California, San Diego.

We also added Jazmine Allen to our account services team as an account coordinator. Jazmine graduated from San Diego State University last year and has been serving as an intern at NST. She has done a great job on behalf of many of our clients, and we are excited that she joined us full-time at the beginning of May.

In addition, many of you have probably heard that in January we added Mark Olson to our team as a government relations and public affairs specialist. Mark has been doing a great job managing government outreach programs for the California Citrus Research Board.

Prior to joining us, Mark worked as a press secretary on Capitol Hill, and most recently as a top policy advisor to San Diego County Supervisor Pam Slater-Price. He received his bachelor’s degree in political science from California State University, San Marcos, and a master’s degree in communications from San Diego State University.

Please join us in welcoming these new members to our team! We look forward to continuing to partner with our clients and other colleagues to provide exceptional service.

My transition from intern to full-time account coordinator at Nuffer, Smith, Tucker required much more effort than the average stealthy operation. While I failed to refill the candy dish my first week, I did take away a few important lessons in office warfare. First thing to note is there may be a secret preference in smartphone brands and also their color and what kind of phone cases the office considers as “cool” and “not so cool” like team mascots and battery packs, respectively. I also discovered that Saturday Night Live videos make for great conversation starters when seeking classified information and that I am definitely in for a tricky but hilarious challenge when the next team building retreat rolls around.

While all of these are equally important, my favorite lesson is one I think applies for most new graduates/agents. I realized that for most of us, soon after we are handed our diplomas we move straight into Mission: Find A Job (any job). While this is an admirable assignment, I discovered that the mission I was on had a special target. Not only was I on a search to find a job, I was on my way to finding a company with people who made me want to work harder, learn as much as I can and form relationships that moved beyond, “tell me what to do and I’ll do it.”

Finding a job after graduation is very important, believe me, I know. However, finding a place to learn, grow and prosper was the reason we embarked on this mission in the first place. To all of my current covert agents infiltrating agencies and offices, keep going, work hard but remember your job needs to be just as good a fit for you as you are for it.

Good luck my friends,

Agent Jazmine Allen

P.S. Having the most recent AP Stylebook in the office makes you a prime ally.

Perpetually curious. Always questioning.  Thirsty for knowledge.  Unsatisfied with the status quo.  This is what being an “explorer” means to me. I believe it is a trait developed early on in life, perhaps even innately. On some level, you either got it or you don’t.  At Nuffer, Smith, Tucker, I’d like to think we all “got it.”

Earlier this year, we adopted a new value: Push ourselves, each other, our clients and our profession to explore.  While we finally put pen to paper on this one, the value is one that I believe has always been at the core of NST.

In a dynamic industry, success isn’t possible by resting on your laurels. What worked in the past, may not work in the future. Change is a word we must be comfortable with. More importantly, we must embrace and push for it by continual exploration.

I recently asked our team to tell me what “exploration” means to them. Here’s how they define exploration:

• Moving past the “guide book” to see what else is out there.  Is there a different route that we can take? Is there a new way of tackling a problem that has not been thought of before? Are there new tools we can use to go farther than we have been able to go before?  (Bill Trumpfheller)
• Taking chances and not worrying about outcome because all that matters is the experience/knowledge you will gain from having the courage to take that chance in the first place (Mary Correia-Moreno).
• Learning through experiences, having a desire to know and do more, and being present and aware no matter where we find ourselves (Jazmine Allen).
• Avoiding complacency and constantly innovating; no block-and-tackle tactics (Price Adams).
• Not only learning about the latest trends, technologies and ideas, but also learning (or even re-learning) the basics – including grammar and writing style – that ultimately create the sturdiest foundation on which to grow (Natalie Haack).
• Wondering. Searching … an ambitious drive to find the next great adventure (Michelle Livermore).
• Constantly investigating trends and what others are up to, searching for new techniques and ideas, helping clients see things in new ways, and creating campaigns that help them navigate through the noise (Greg Kershaw).
• It’s about movement. It’s about exploring what I’m not familiar with and using what I’ve discovered to grow and better myself. It’s about having that itch or desire to constantly be doing so and being propelled by the excitement of what exploration can deliver (Krystin Williamson).
• Constantly having your eyes on the horizon, looking forward at what’s to come, and actively planning for the future – even if it’s unknown (Katie Rowland).
• Trying to improve upon the method of solution that I’ve used before and always striving to improve upon my own work using the latest and greatest practices (Aaron Blomberg).
• Not letting the fear of failure prevent you from trying something new and taking a risk. This can apply to going after new business, pitching a new campaign idea to the client, etc. (Rebecca Howe Schmidt).

Reading these thoughts from our team reminds me – once again – what makes Nuffer, Smith, Tucker so special, and why on Monday mornings when others dread going to work, I don’t.  It’s this culture of exploration that unites and drives us.

On the day I write this, my colleague’s husband – along with many other husbands, wives, sons, daughters, brothers and sisters – is leaving on a deployment. It reminds me of the recent LEAD San Diego IMPACT seminar in which the cohort learned about the military’s impact in San Diego, home to the largest concentration of military personnel in the world. For the men and women in the armed forces and their families, they know the impact of the military well. For the rest of us, hearing from service men and women, taking a tour of the Naval Base San Diego, and visiting the Naval Medical Center, the LEAD session was a good reminder.

As part of the experience, the IMPACT group also toured the USS Howard, where we were greeted by several sailors who took us on a ship tour.  I was struck by how young our guide looked and thought about my own brother, who is now 15 years old and considering entering the military; it was a thought I kept with me throughout the day.

The most poignant moments came at the Naval Medical Center, where we heard from the San Diego Military Advisory Council (SDMAC), and service men and women from the center. SDMAC told us the facts: the military’s presence in San Diego is responsible for $30.5 billion in economic output, $16.3 billion in household earnings, and 354,627 jobs, or about one out of every four jobs in San Diego.  We then heard about the work done at the medical center and saw a simulation video that moved us all.

It was a training video used to prepare military medical personnel for what they may see in combat. Designed to mirror real life situations, the explosions, injuries and operations were so life like that the video was stopped to make sure everyone in the class was comfortable watching it. Even knowing it was not real, it was hard to sit through.

“When people come back, they are changed. They see things most of us will never see,” said Commander Langlais, who discussed her own experiences serving. The cohort talked about the increasing instances of post-traumatic stress, and how the military is helping men and women cope.

Watching the video, I thought about what it must be like to witness the tragedies of combat in real life. I thought about what this sacrifice means not only to the individuals who serve, but to their friends, families, communities and to us all as Americans. We owe our service men and women a huge debt of gratitude. Langlais summed up well the lesson for the LEAD cohort and those in the San Diego community.

“We expect a lot of them out there, so they should expect a lot of us back here,” said Langlais.

To those not in the armed forces, let us remember the important work of our service men and women and their contributions to the fabric that makes up San Diego. Thank you to all those who serve for your important work on duty and off for our country and for our community.

Managing your company’s community, blog or social networking page can be a daunting task.  As a community manager, you’re often responsible for balancing the needs of your members or subscribers with those of your organization, providing a consistent user experience, monitoring news and trends, posting engaging content, moderating content from others, measuring progress… The list goes on and on.  Here are a few tips, with thought-provoking questions below them, that should help you think through your community management strategy:

Define Roles and Responsibilities

• How does having a community, blog or social networking page fit within or help advance your company’s strategic business goals?
• Do you have the time, talent and resources to manage your community well?
• What behaviors do you want members or subscribers to exhibit, and what can you do to help them get there?
• How are you measuring success?

Be Consistent, but Add Value

• Does your community offer a similar user experience with your website, collateral and other materials?
• Is the tone and voice in your messages consistent?
• What are you doing to add value and encourage a two-way dialogue instead of just posting one-way marketing messages?

Identify and Leverage Community Leaders

• How often do you just say “thank you” to your members or subscribers?
• What’s the best way to incentivize increased engagement?
• How are you positioning your community as a resource?

Nuffer, Smith, Tucker has been managing communities for more than a decade, before the term “social media” was coined.  While we may not have all the answers to these questions without getting to know your organization and its key stakeholders first, we’d be happy to share our insights and ideas and work with you to make your community the best it can be.