Let's Converse

The September issue of Essence reports that six black Greek fraternities and sororites are suing Converse for using their colors and founding dates as a part of the Greekpak sneaker line.  In the suit the fraternities and sororities claim Converse used their trademark without asking and they are calling for a ban on using the designs.  Converse says the colors and numbers aren't trademarked.

Why are these organizations mad?  They are getting publicity, which can only help them, right?  Well, yes and no.  While the Greekpak sneaker line did provide the fraternities and sororities with publicity, it also provided Converse with millions of dollars in revenue.  Why didn't the organizations get any of the money to help further their causes?  Converse should have contacted the organizations and worked with them to develop the line.  They should have given something back to the fraternities and sororities for the use of their colors and founding years.

The lesson.  Involve stakeholders in your decision-making and development processes.  It is important to bring stakeholders to the table when developing a product or working on a project.  Involving them in the decision-making and development processes can increase the marketability of your product and project and provide you with grassroots, community support that can help you overcome opposition.

Get a Fresh Perspective

DiversityInc is a great resource for professionals that want to stay updated on national diversity issues. Recently DiversityInc spotlighted Newark, New Jersey's mayor - Cory Booker. In the article, Embracing Community: Newark Mayor Takes Hands-On Approach to Change, DiversityInc staff discuss the value of Booker's unique approach to addressing the challenges facing his city.

Unlike most politicans who tour the city's toughest areas during the day and go home to their plush suburban homes at night, Booker has made Brick Towers, a public-housing project in Newark's Central Ward, his home. He is learning from experience the challenges associated with living in public housing. And according to Booker, the lack of hot water and heat in the middle of winter are the least of the problems for public housing residents.  "Twenty-five percent of my kids in my city grow up in households with no worker, no example of somebody getting up every single day and modeling a behavior that we need in our city," Booker said. "We have serious work to do when it comes to educating our people about proper habits with their money and letting them know that programs are out there."

These are lessons Booker would never have learned during a brief visit to the community.  Living in Brick Towers has given him a different perspective on the challenges facing the most impoverished residents of Newark.  It has given him an opportunity to meet people that don't travel in his social circle.  He has been able to learn how and what they think about.  He has built trust with this target audience.  He has proven his commitment to making a difference.

The lesson. Booker's approach reminds public relations professionals of the importance of getting a fresh perspective when trying to solve the toughest problems.  The next time you are faced with what seems like an unsurmountable obstacle, remember Cory Booker.  Remember to get a fresh perspective.

Update on 2008-04-01 15:08 by Brandi N. Williams, APR

Almost a year later, and I am still a Cory Booker fan.  Check out what's going on with him these days.

Human Conversation

Talk Human ^SM. It's Eric Mower and Associates' communication philosophy and brand. It is a really simple concept that goes like this: Have human conversations with your audeinces.  

Public relations professionals dedicated to producing results must strategically put human conversation into action for their clients. 

The lesson. Human conversation requires:

• An true and complete understanding of audience values.
• Organizations and people to be open, vulnerable and accessible.
• A combination of logic and emotion.