The Berra of good news

By Dan Guttridge
May 12th, 2015

Yogi Berra appeared in 21 World Series contests as a player, coach and manager. Berra’s 10 World Series rings are the most in MLB history. Still, a legacy lives on via his famous interview quotes and profound advice. As we celebrate Berra’s 90th birthday, here are a few pieces of PR “counsel” from the ol’ Yankee catcher.

“You can observe a lot by just watching.” Pay attention – plain and simple.

“I never said most of the things I said.” Document conversations, get decisions in writing and always refer back to client agreements/contracts. When it comes to client, project or budget management, it’s vital that you set the right expectations and keep every piece of the puzzle in check. Client accountability is a two way street.

“It ain’t over till it’s over.” During a crisis situation, always be looking for what may come next and work ahead to avoid additional bumps in the road. Speaking of the road …

“If you come to a fork in the road, take it.” Collect facts, do more research, talk to the experts and don’t be afraid to ask questions. The more you educate yourself, the better equipped you’ll be to make the right decision for you and your clients.

“If you don’t know where you are going, you might wind up someplace else.” Have a plan. Where do you want to be in your career this time next year? In five years? In ten years? Establish your personal brand and own your next steps.

“It’s like déjà vu all over again.” Don’t get caught making the same mistake twice. If there’s one thing I always stress to young professionals, it’s this: Learn from everything you do and from others’ successes and downfalls. History will repeat itself – be ready.

“Nobody goes there anymore. It’s too crowded.” When it comes to digital and social media recommendations, learn which platforms make sense for your clients based on their specified goals. Pay attention to target demographics and your client’s definition of success. If it’s not clear, rethink the situation. Just because a channel exists doesn’t mean you have to be there.

“I wish I had an answer to that because I’m tired of answering that question.” Arm your spokesperson (spokespeople) with ways to bridge tough questions. Speak truth and never avoid a question because you simply don’t want to answer it. Take media training seriously – you never know when it will come in handy.

“I just want to thank everyone who made this day necessary.” Follow up with client contacts, media contacts, vendors and anyone who helped make a project a success. When everyone feels like they won, you win too.

“A nickel ain’t worth a dime anymore.” Social media advertising is here to stay and it will continue to evolve. As major players continue to adjust algorithms to your potential organic reach, keep educating yourself to better understand how much investment a client will have to make to reach their desired goals.

“You better cut the pizza in four pieces because I’m not hungry enough to eat six.” Sometimes it all depends on how you digest the information, right? Make sure agency and client teams are on the same page regarding campaign strategies, deadlines and results reporting (measurement).

“Half the lies they tell about me aren’t true.” PR and strategic communications professionals get a bad rap sometimes. Some still think all we do is “spin” stories for our clients’ benefit. Stay true to your convictions, be transparent in your efforts and never sacrifice your personal reputation. In the end, your personal brand is just as important as the brands you represent.


By | 2017-03-15T15:14:55+00:00 May 12th, 2015|Community Relations, Corporate Communications, Marketing Communications, Media Relations, Social Media, Uncategorized, Vr3|Comments Off on The Berra of good news

About the Author:

Dan understands that creative, effective and efficient solutions lead to long-term success. A self-proclaimed sports junkie, music fanatic and history nerd, Dan serves clients in the consumer goods, entertainment, manufacturing, nonprofit and sports industries. His range of expertise includes content development and strategy, branding and marketing communications, media relations, social media strategy, crisis communications and special event planning and promotion.

A native of Northern Kentucky, Dan is a graduate of the University of the Cumberlands (Williamsburg, KY) with degrees in business administration and communications. He is a graduate of the Cincinnati USA Regional Chamber’s inaugural Cincy Next program and serves on the Chamber’s Alumni Network board. In his free time, Dan serves as a coach, instructor and mentor at the Cincinnati Reds Urban Youth Academy.