One of the most notable features of this very well funded, high-profile advocacy effort is that it does not involve an aggressive email component, instead relying primarily on Facebook and Twitter to disseminate its message. The campaign organizers have provided an option for volunteers to call their Senators, though this feature seems secondary to the list of virtual events that are taking place across the country.

Electronic communication has made it vastly easier for constituents to become involved in public policy, and email has ruled this space for the last decade. Members of Congress receive tens of thousands of email communications each year; an entire private industry has been built around contacting lawmakers and it is increasingly easy for constituents to send a “form” email to their Member of Congress on virtually any topic or issue. In 2011, a survey of more than 250 congressional staff found that in-person visits, individualized postal letters and individualized emails are considered among the most effective advocacy strategies on the part of constituents. Constituent communication via a form email was not considered nearly as effective as any of the aforementioned strategies, and leaving a comment on a lawmaker’s social media page rounded out the bottom of the list.

So it’s somewhat interesting that the organizers of the March for Innovation decided not to include email to Senators as part of its strategy, opting instead for a massive social media push. The campaign has provided a range of tools to enable volunteers to act on behalf of the movement, including pre-written tweets (#iMarch), Facebook posts, and even a custom-designed Facebook profile image. Though there is pre-written email language for volunteers to send, the campaign organizers instruct advocates not to send emails to their lawmakers but to their friends and family, “encouraging them to iMarch.”

Is social media advocacy truly on the rise? Could it be that large-scale social media movements, such as the Human Rights Campaign’s marriage equality effort, are having more of an effect on Members and their staff than former methods of communication? Today in POLITICO, a representative from the campaign emphasized that the purpose of the March for Innovation is really to go beyond Washington. “This is digital,” Carlos Gutierrez said. “This gets out to a lot of different people all around the country. A lot of people around the country are being exposed to this; it’s not just an inside Washington thing.”

Originally posted on May 7, 2013.

Imagine this scene: A CEO, VP of government affairs, communications director, media spokesperson, social media manager and webmaster are huddled in a conference room somewhere in Washington, D.C. Sipping on Starbucks and bottled water, they are diligently brainstorming about how to raise awareness about a particularly challenging issue facing their organization.

The CEO says to the spokesperson, “I know what to do. Write me an op-ed or get me a page one interview in the Wall Street Journal or New York Times. Or get me on one of the Sunday morning talk shows. Better yet, a one-on-one with Piers Morgan would be cool!” The VP of government affairs says, “Wouldn’t it just be easier to run some inside the beltway ads?” “Too expensive,” chimes in the communications director. “Let’s just hold a press conference or send out a press release.” “That’s so old fashioned,” exclaims the social media manager. “We should create a Facebook and Twitter account and post our positions every day.” The webmaster speaks up, “Why not just build a micro site with lots of key facts, infographics and motion graphics videos to educate the public? No, no, let’s create a mobile app!” Then the general counsel walks in and, well, you see where this is going.

What’s wrong with this picture? While this highly-educated, seasoned team of Washington-savvy experts is well-intentioned, they are going about fixing the right problem in the wrong way. Like throwing spaghetti at a wall in the hope that something will stick, they are throwing random tactical solutions at a target, only this one is moving. And even though a strategy should have been in place to guide this entire discussion, it was nowhere to be found.

If this sounds like your organization, you are not alone. More than once, I’ve been approached by a client or potential client who comes to our firm and tells us they want our help in executing some predetermined tactic they have come up with, like running an ad or a press conference or creating a Facebook community. This is not unlike going to a doctor with a headache and telling him, “I think you should prescribe so and so.” Stone-faced, that doctor might retort, “And where did you get your medical degree – the Google School of Medicine?” Warning: Tactics without strategy and trusted expert counsel could cause adverse side effects.

Communications professionals, like physicians, are there to help you when you need it most. They are trained and experienced in the best ways to handle even the most difficult situations. And just as a physician should treat each patient differently, a discerning communications pro will help you figure out which course of action is appropriate for you and most likely to succeed. The best counselors spend most of their time listening, asking a lot of questions, and then thinking deeply about how to create a customized solution to your particular problem, rather than throw a one-size-fits-all prescription at it in the hope that it will work.

Speaking of physicians, I represent the molecular imaging doctors. Recently, I came across a PET scan image showing real time molecular activity in a person’s brain as it is engaged in four distinct processes: seeing, speaking, listening and thinking. What it revealed was amazing – most mental activity occurs during thinking, followed by listening, then seeing. Coming in last place, not surprisingly, is speaking.

The starting point for any successful communications campaign is by thinking and listening more, then looking (reading, researching) and talking. No matter who you are, whether you are a business, lobbying group, law firm or congressional office, it’s critical that you think carefully and follow a few simple steps before launching into your public education, public relations or public engagement campaign:

• Step 1: Determine your goals, the problem you need to solve or the desired outcome you seek (i.e. – what success looks like).
• Step 2: Determine your strategy. In short, this is the big idea plan that helps you move from where you are now to where you want to be. It’s “what” you want to happen to achieve an end.
• Step 3: Determine objectives. These are the measurable tasks along the way that help you know if and when you are getting closer to achieving the overall goal.
• Step 4: Determine tactics. These are the tools (ads, mobile apps, blogs, social media, etc.) you will use to execute against the strategy and achieve your objectives and ultimate goal.

If strategy is the “what,” tactics are the “how”, and tactics should always follow the strategy.

So before you invest a lot of time, money and effort rolling out a communications campaign, be sure to get the sequence right. Thinking before acting. Strategy before tactics. And if you need more help, make sure you hire a communications firm that follows the same process. Used as directed, these simple suggestions can be your prescription for a healthy communications campaign.

Click here to read the original post on The Hill‘s Congress Blog.

Based on 2012 revenue, Adfero is ranked #76 of 181 PR agencies in the United States according to PR Week. More significantly, however, is our firm’s relative growth in a short time: Adfero grew 52% between 2011 and 2012. Only one of the 75 agencies ranked above Adfero in terms of revenue experienced greater growth, and less than 6% of all 181 U.S. agencies grew more than 50% during the same period.

Cheryl Wadhwa recently joined our team as Adfero’s Talent Director. In the next few months, Cheryl is looking forward to getting to know each and every employee: “I’m excited to learn what drew them to Adfero to begin with and help them accomplish what they set out to do here, either one-on-one or through talent development initiatives,” she said. But honing Adferoites’ professional talents is just one of Cheryl’s goals: “I’d love to promote bike riding [to work] by spearheading Adfero’s first ‘Green Team,’ combining exercise with commuting,” said Cheryl, who is both an avid cyclist and world traveler. We love having Cheryl’s healthy influence on our office, and are looking forward to the “Hike Kilimanjaro Adfero Adventure” that we are pressuring her to plan.

Jessica Reape, our newest Account Supervisor, brings a strong knowledge of today’s media environment (and a long list of restaurant recommendations) to Adfero. In addition to her issue advocacy and strategic communications expertise, Jessie is a media relations guru who has secured coverage for clients in a wide variety of publications. Jessie has also whole-heartedly embraced the harambee spirit; shortly after joining us, she volunteered to help provide strategic oversight to our work with pro bono client, No Greater Sacrifice. Jessie has a passion for event planning, both in her professional and personal life. Having recently gotten married, Jessie says she is “looking forward to chatting wedding planning with all of the recently engaged ladies and men in the Adfero office!”

Meg Vazquez, a graphic design superstar, is the newest addition to our busy creative department. Meg is a talented designer and illustrator whose portfolio includes the design of commemorative band posters for Washington D.C.’s famed 9:30 Club. “Coming from a design background, I’m looking forward to learning more about Public Affairs and PR and seeing how that helps me shape my craft,” Meg said. In just a short time at Adfero, Meg has produced some impressive work, including the creative for an advertisement that recently ran in a variety of beltway publications, including POLITICO, The Hill, and Washington Times.

Check out Our Team page to learn more about the Adfero staff.

At a recent mentoring event by the Washington Women in Public Relations (WWPR), the major themes that surfaced were work-life balance, navigating work situations and career development.

Work Life Balance

It’s no secret that a 9-to-5 schedule doesn’t exist in the PR world. The news cycle is 24/7 and PR practitioners need to be ready to take action at any time, but taking a break from work can make you a more effective and engaged professional. Everyone should unplug from work and focus on other activities that bring them joy. By doing something as simple as going for a run or mastering a new culinary feat, you will come back to work refreshed. Try it – you may be surprised at the new ideas that can arise just by stepping away from your desk. At the WWPR event, one mentor mentioned that her company implemented a 7-to-7 rule where staff may only send out emails from 7 a.m. to 7 p.m., Monday through Friday. She said enforcing this rule resulted in happier employees.

Navigating Work Situations

If you have ever had a situation pop up in your professional life that you weren’t sure how to handle, talking with a mentor could be a great way to solicit feedback and help you find a solution. Unsure how to negotiate a vendor contract? Find a suitable mentor who has experienced the same situations you are now dealing with. This person can share their tips on how he or she has worked with vendors and help you learn to become a more successful employee. Your boss will thank you when you’ve saved the company money with your newfound negotiating skills!

Advancing on Your Career Path

Many mentors at the WWPR event advised attendees to “be heard.” They all reiterated the importance of “speaking up” in the workplace. Many mentees mentioned that they work hard and only hope that their work will speak for itself, but as the mentors explained, it’s not enough. Professionals everywhere need to stop waiting to be invited to the conversation. You can do this by expressing your interest in joining a project and sharing your ideas with organization leadership. Having a mentor can help you define an effective strategy to help you stand out within your company. While your ideas may not make the final cut, people will notice that you are thinking, and working hard. You’ll soon realize that by speaking up, you are also advancing your career.

Your Role as a Mentee

Interested in finding a mentor? A number of organizations – including Adfero – already have great mentoring programs in place, so ask your HR department! If your company does not have a mentoring program in effect, local industry organizations often have programs to help you establish a mentoring relationship. You can also simply email someone you admire at your own company. No matter how you find a mentor, it is important to define what your goals are, find the best person who can help guide you in achieving your goals and then work at that relationship. Schedule and optimize your interactions by having a topic of discussion and be ready to listen and learn. Mentors only want you to succeed. All you need to do is trust and listen!

This blog post is also published on WWPR’s blog.