Blog Archives - GREENROOM

Stand Out in a (Pandemic) Job Hunt

Green Room
February 1, 2021

By Linda Chang, Talent Resource Manager at Green Room Communications

Job searching is hard. Add a pandemic on top of it and forget it … the act itself feels like you are climbing up an escalator that is moving in the opposite direction. It is a tough job market. Companies are closing their doors with many more on the brink of closing. But as I write this, there is hope. With vaccine programs rolling out, we are taking steps globally to get back to where we once were.

As a talent resource manager, I spend a lot of time scanning resumes and talking to candidates. I see my role as a matchmaker – connecting experience with opportunity. Even though interviews are now conducted on Zoom, the essence of interviewing has not changed. Hiring managers want to get to know you and give you an opportunity to get to know the company. Below are some tips that have helped job seekers successfully stand out to me:

Start by updating your LinkedIn profile and include a photo. If you know who the hiring manager is, you can also reach out via LinkedIn.
Perhaps most important right now, is to get comfortable with Zoom! Without the ability to meet face-to-face, there is more emphasis to make sure your personality makes it across the screen.
Prepare an elevator speech in anticipation of the ever-popular statement, “Tell me about yourself.”
Review the job requirements and look for parallels. Be prepared to tout your skills and experience as it relates to the job. Keep it short and sweet.
Research the company. Understand the company’s mission, values, and services.
Be curious and ask questions. You are interviewing the company, too! Your questions will provide insight into your thought process and can be a segue into how you can add value.
Send a follow-up thank you note or email.
If the process moves slowly, periodically check in so that you stay top of mind. Things can change in an instant and showing proactivity and continued interest says a lot about you.

This is all basic advice, but when you are not interviewing on a consistent basis, it is easy to forget these things!

If you are in a lull and are having a hard time finding a job, make the most of the time you have right now and be productive with it. Employers want to see initiative and drive. Spruce up your resume to make sure it is easy to read and highlights your relevant experience. Continue to apply for jobs. Consider freelancing – often times these opportunities can lead to full time jobs. Obtain additional training and certifications. Network and volunteer your talents.

Most importantly, keep showing up. Keep putting one foot in front of the other and continue to climb your way up the downward escalator. With time, patience, and perseverance, you will make it up to the top.

If you or someone you know is interested in learning about current opportunities at Green Room, please reach out to me at Linda@greenroompr.com!

Keeping Up with COVID in Communications

Green Room
June 22, 2020

By: Diana Hatton, Senior Strategist, Green Room Communications

As the week of March 17 unfolded, employees abandoned their office buildings, children rushed home from school and store shelves were stripped in reaction to the bleak news from overseas. As seasoned communicators, we have a healthy respect for the news “cycle” – the time that passes from when the media reports on an event to public reaction. In today’s world, the news cycle has shortened, from the 24-hour news cycle created in the cable era to the instantaneous news cycle, that is now defined by social media. While every company has its own news cycle, on March 17, the entire country was forced to communicate around a single event as we adapted to the impact of COVID-19, navigating immediate and drastic changes to protect the health of Americans.

The tone one takes at a time of crisis is critical, and with the now-instantaneous news cycle that tone needs to be agile. For corporate leaders, there is a time to listen and a time to get involved in conversations – and it is a fine art to know when to act.

Many of our health care clients have been turning to Green Room for advice on communicating about COVID-19 with employees, customers, consumers and other stakeholders, especially as we work our way through the phases of restrictions and evolution of our messages. Our recommendation is to first assess the current news environment. Any communications must be both valuable and timely to make it worth entering the conversations on COVID-19 and putting a company’s reputation at risk.

Here are some tips we share with our clients:

Make sure your message is agile, and be willing to pivot. Understand the value of the information you plan to relay to your various audiences and reassess your message if the news changes overnight. Consider these questions: Is the time right? Is the topic relevant? Do you have an important contribution to the latest conversation? How could the communication be perceived?

Be authentic and clear, even if it is “just an update.” Avoid adding confusion by using clear and concise messages and don’t be afraid to say you are still working toward the answers. Everyone is dealing with information overload, so keep communications tight, transparent and, most important, strategically timed.

Use the right channels. Consider who you want to reach and adjust your message accordingly. Short, informal videos from a home office are easy to produce and can make leaders seem more approachable and human. LinkedIn can be a great way to reach internal employees too, but it is also a public platform. In general, it’s safe to assume that your message may become public, even if originally communicated internally. Look at each and every message through the public lens.

Show compassion. Don’t forget to listen and show compassion. Even as restrictions start to lift in many areas, and we navigate getting back to the office, this remains a stressful time for everyone as we adjust to the “new norm” and your employees, partners and customers are exhausted.

If you are a part of a nonprofit organization and in need of guidance on how to communicate to your staff and others in your network, Green Room is available for pro bono, one-time calls to help.

We’re Moving! How Our Open Space Fosters Collaboration and Communication

Green Room
March 21, 2018

By Deborah Fowler, Managing Partner, Green Room Communications

As a former TV journalist, open space is like going home. Newsrooms have embraced the open space model for decades, and as Green Room officially moves into our new office space, we join newsrooms, as well as trendsetters like Google and Facebook, with an open space floor plan.

In an open office, there are no walls, barriers or fully enclosed spaces separating team members. In the newsroom, I developed a new way of working. I tapped into new skillsets where I could actually listen as I was thinking about another thought, with one ear to the police scanner while simultaneously writing news copy for the 6 pm broadcast.

We work with many colleagues who loathe the open space model. Personally, I cherish it.

As communicators who are rooted in journalism, Karen and I designed an office environment that fosters informal and frequent communication. It’s what we do best, and our workplace should reflect and build on our strengths.

Open space layouts have been shown to improve communication and collaboration among co-workers. Taking down walls both physically and figuratively fosters spontaneous teamwork and problem solving. I’ve noticed, and research supports, often these types of informal interactions can be incredibly productive. People can generate and bounce ideas off one another without the constraint of a more structured and scheduled meeting.

In the newsroom environment, open office space cultivates camaraderie and teamwork among colleagues simply because constant exchange is welcome and encouraged. Everyone shares, contributes and gives input. People get first-hand and frequent exposure to different work styles and how colleagues approach tasks. Problem solving can be more efficient when it’s informal, and people just work better together when physical barriers are removed. There’s a greater sense of community and less hierarchy.

Yes, open offices can be noisy and sometimes disruptive for more focused tasks like writing, data analysis or conference calls. However, like a newsroom with edit bays and sound booths, we have places employees can go for private conversations.

Our new office design includes several “huddle rooms” where teams can meet privately, take calls or work undisturbed when more focused concentration is required. Flexible work spaces – where people have the option to work in various places around the office – provide options for a change of scenery or to get into a new mindset. And a nearby Starbucks on the building premises is an added perk.

It’s important that employees feel a connection to their space. Studies show open space offices are successful when people have a greater sense of what psychologists call place identity. When they feel their space is truly collaborative and a reflection of themselves, they take greater pride in their workplace. They’re also more engaged and positive about their work. We’re encouraging people to personalize their space with pictures, plants and other things that help them feel more connected to it.

The new space does come with some rules of common courtesy. We encourage colleagues to be mindful of those around them. If someone looks like they’re trying to focus, don’t holler across the room. If a team member is on a call, keep the volume down. And if you’re the one who needs to focus, don’t be afraid to let your neighbors know, or try headphones to drown out background noise.

It turns out communication really is the key to a productive and successful open office. No wonder it works for us!

Come visit us at 1719 Route 10 East, Suite 318, in Parsippany!

Rare Disease Day 2018: What Industry Can Learn from the Rare Disease Community About Engaging Patients

Green Room
February 28, 2018

By Deborah Fowler, Managing Partner, Green Room Communications

As marketers and communicators, we frequently advise our pharma and biotech clients to engage directly with the patient community. But how can we most effectively – and compliantly – do this? As today is Rare Disease Day, I thought this would be a great opportunity to call attention to how we in industry can really help the rare disease community.

Rare diseases by definition affect small numbers of people, sometimes just a few dozen or less, in one country. Patients and parents are desperate to connect with one another, and often one or a group of patients will find ways to connect to share their journeys and experiences through social media or online communities. However, these groups often lack a formal, non-profit designation and a cohesive mechanism for more widespread collaboration, education and advocacy.

This is where industry can really help. Companies committed to fighting rare diseases can provide the partnership needed to establish independent patient-run advocacy organizations or provide support for certain activities such as a website or patient meetings. Industry can be a very effective partner to the rare disease community so long as it follows an ethical code of conduct, is transparent about its role and clear about its purpose.

Industry is perfectly poised to empower the rare disease community. Companies in this space have relationships with key stakeholders, researchers and clinicians who are experts in these disease areas who understand the unmet medical needs of patients and their families, their unique struggles and concerns. Helping patients with rare disease is fundamental to industry core values and mission to “put the patient at the center.” Now it’s time to walk the talk.

Through advocacy, industry can involve patients in clinical trial design, marketing materials, education, access challenges, value proposition and so much more. After approved therapies are on the markets, advocacy provides early signs to issues, compliance challenges and so much more. Patients appreciate having their voices heard and value the expertise a partner can provide in allowing them to amplify their presence, educating health care providers, patients and the public, and fostering a sense of community. It’s truly a win-win.

The U.S. Food & Drug Administration doesn’t provide formal guidance for industry, though PhRMA has published guiding principles and BIO has similarly released patient engagement principles to keep in mind when interacting with patient organizations.

I encourage companies to talk to patients, caregivers and advocates. Ask what they need and find ways to partner in ways that can benefit everyone involved. Industry can work effectively in partnership with advocates and the communities of patients they serve. Engagement is key.

Today, we honor those companies that have had the courage to commit to orphan diseases and pioneer not only innovative therapies, but ways to partner with patient communities to make a real difference in the lives of these families. Thank you.

Breaking Through and BIO2017

Green Room
June 19, 2017

By: Deborah Fowler, Managing Partner, Co-Founder, Green Room Communications and Founder and President, Soft Bones

I saved my brother’s life when he was 10 years old. I was 13. He was playing with a lighter and aerosol spray when fire erupted. He attempted to stamp out the flames and his pants caught on fire. We were home alone and I instinctively put out the fire with my bare hands. Instead of the unthinkable, we both suffered burns. His were more serious, with third degree burns on his legs that required skin grafts and a lengthy hospital stay. I had second and third degree burns on my palms. My dad the doctor was very proud, and thankful.

My career as a healer was short lived. I switched from pre-med to journalism in college and enjoyed a successful career in television news for more than 10 years, where my interest in healthcare sparked a lifelong passion.

In 2006, my son was diagnosed with hypophosphatasia (HPP), a rare bone disease I knew nothing about. I immediately shifted into reporter mode and grabbed hold of all the information I could get my hands on. But it wasn’t enough.

In 2009, I founded Soft Bones, Inc., a foundation that promotes research of HPP through awareness and fundraising. Earlier, in 2008, I co-founded Green Room Communications, a healthcare public relations agency that breaks the traditional PR agency mold. We create nimble, tailored teams that maximize results while saving clients time and money.

As I head to the BIO meeting next week – the largest, most influential biotech convention in the world, I will wear three hats: patient advocate, reporter and PR expert. What they have in common is also BIO’s theme this year – breaking through.

I am all about breaking through — either by making noise on behalf of a previously silent patient/caregiver community, or discovering and sharing stories from my healthcare clients – about the latest research, new treatments and, most importantly, hope for so many diseases.

For me, BIO is the perfect blend of information gathering, sharing and partnering in an industry I love. Here’s to a stimulating and breakthrough BIO2017!

Image Credit: http://www.biotech-now.org/wp-content/uploads/2016/10/Breakthrough.jpg

The Brutal Truths of Fake News

Green Room
May 8, 2017

By Lindsay Gordon, Communications Manager, Green Room Communications

Last week, I had the honor of heading to the Public Relations Society of America (PRSA) Health Academy in Orlando, Florida to learn best practices in the ever-changing world of communications, and network with some of the best and brightest in the PR health care industry.

While the agenda was full of relevant and educational information, it seemed PRSA saved the best for last with a jaw-dropping presentation on fake news and how to spot it. While all of us in communications know the dangers of fake news, Al Tompkins, The Poynter Institute’s senior faculty for broadcast and online, demonstrated just how bad this crisis is and taught everyone the dangers of how easy it is to create your own news.

As health care PR professionals, it is our job to help journalists understand our client’s story and messages which can be complicated at times. It is also now our job to help protect our clients from the easy bait of misleading studies and fake news stories.

Here are three clues to follow to help determine if the news you are reading is fake:

CLUE 1 – CONFIRM THE AUTHOR

Al opened up with an ESPN article about Tom Brady in hot water once again with the NFL. He asked us to look at the article and website to see if it was a credible, real story. The site looked JUST like ESPN.com, and almost everyone in the room (all communicators) agreed, it was real. We were all wrong, it was fake news. The first thing you should look at when determining if news is real or fake, is the name of the author, and ask yourself, who are they? Does their profile picture pop up anywhere else? With an easy reverse image search on Reveye (a Google chrome add on. If you don’t have it, you should!) we learned the journalist was an “Oddel”. What’s an “Oddel”, you ask? Well, a FAKE model, of course. The name of the journalist on this fake ESPN website is, “average white male in suit with pink tie,” You can find him on Shutterstock and you can own his image for 99 cents. You are equipped with the internet, so use it to your advantage. Just like any PR professional or journalist, check the facts. Use your resources like LinkedIn or a basic Google search to find more information about the specific writer.

CLUE 2 – USE COMMON SENSE

Just when you think you can trust certain news websites online, think again. With today’s fake news running rampant, there are also those who are borderline hackers and can easily change content on certain websites within any story. In a matter of seconds, Al Tompkins was able to hack a site and generate 8 acceptance letters from all the Ivy League schools. It was as easy as a right click on the specific website, change the title within the HTML code and there you have it! The scariest part? The public, news outlets, journalists and PR professionals have no way to determine if it is real or fake. The best way to figure out this puzzle is to use your common sense and again, look at the site and the author. Ask yourself, “What is misleading here?”

CLUE 3- UNDERSTAND THE PURPOSE, MOTIVES & UNDERLYING MESSAGES

Why are people seemingly wasting time creating this news? There could be a multitude of reasons:

Money: front groups creating fake news to drive growth to specific industries or companies
Politics: trying to sway the reader or viewer in one specific way, or to raise doubt
Troublemakers
Deflection: to hide the true reality and raise doubt or to divert public attention away from an event or situation
- For example: While Pope Francis made his first visit to the U.S. the media was a buzz covering his whereabouts. But what trended right behind the Pope coverage? Pizza Rat, a viral video of a rat carrying a pizza down New York City Subway steps. This video is an example of fake news, where Zardulu, a creator and mastermind behind many viral videos, staged the video of the rat and the pizza and released at a moment when she had a captive online audience. The video caught the attention of people who were seeking out the Pope and quickly escalated into the #2 spot online. Yes, there are people, like Zardulu, who have made a career creating fake news, and are proud of it.

Right now, as fake news threatens the trustworthiness of news outlets, some are going the extra mile to just report the facts plain and simple. For example, ABC News just released a timeline of all of President Trump’s tweets since he was inaugurated to help avoid any questions of what is real and what is fake. Ironically, the second most tweeted phrase by President Trump was “fake news”. We all have a responsibility to ensure our client’s messages and values are effectively delivered through credible media outlets. Al Tompkins summed up this importance at the end of his speech by saying:

“Don’t underestimate your influence. Don’t underestimate your role to get good information out to the public. What you are doing requires you to be very, very good, even in the worst of times.”

**note: Green Room did not include links to the fake news stories discussed as we do not want to give fake news any additional click-throughs.

Why What Concerts You’ve Been To Matter – and Why They Are Going Viral

Green Room
April 27, 2017

If you’ve scrolled down your Facebook feed over the past 24 hours, you’ve probably been inundated by your friends participating in the latest Facebook trend – “10 Concerts I’ve Been To, One is a Lie.” Users share a list of 10 concerts they’ve been to with one of them being fake and the goal is to see if your Facebook friends can guess which concert you never attended.

With a core, strong group of Jersey women, you can bet that Bon Jovi and Bruce Springsteen make our list of concerts we’ve been to, but, taking a step back, we ask ourselves, why does a silly trend like this become viral?

The answer is simple – it’s another example of the power of storytelling.

When we reminisce our favorite concerts and share those memories with others, we evoke emotions in ourselves. Cognitively, we don’t just list the name of the entertainer or the band, we are transported back into time to various decades, relationships, friendships and emotions that embody more than just “a concert” but an entire experience. We tap into how the music made us feel.

Storytelling is a science. It alters brain chemistry – creates neural connections, engages emotions, mirrors experience and triggers empathy. As a company with a bandwidth of capabilities, we believe that effective storytelling is a foundational element that needs to be integrated into our clients’ tactics.

The takeaway: in order to be an effective communicator, you need to be a powerful storyteller.

Through our Story Masters Program, we teach our clients how to become strong and effective storytellers, which then allows them to engage further with their audiences. Stories cause increased activity in sensory and emotional centers in the brain and engage listeners. Facts alone do not.

Without a story behind them, facts and data are unmemorable. If our audiences aren’t remembering the data – if we don’t make them care, that data loses almost all of its value.

So, next time you want your message to resonate, connect with your inner Bob Dylan, or Eminem, or Justin Bieber – and find that emotional connection. Hey, you never know, it could go viral.

Tag: Blog