The National Association of Government Communicators is running it's comms school in Louisville, KY May 10 - 12 and as official media partners for the event, we've had the great opportunity to hear from the speakers who will be delivering a selection of amazing sessions.
Eric Schwartzman, best selling author of The Digital Pivot: Secrets of Online Marketing, shares his 4-step Maslovian framework for engaging key stakeholders and the public online.
Tell us a little about what you do
Modernizing organizational communications programs and seeing measurable gains as a result - I help individuals and organizations move from traditional to digital sales and marketing through earned media relations, organic growth marketing, sales enablement and public relations strategy. I led the center for digital innovation at a $1B B2B, launched 2 SaaS start-ups and directed promotions at a global marketing and PR agency. I’m a best-selling author of Social Marketing to the Business Customer. Clients include Boeing, Cirque du Soleil, City National Bank, Hard Rock, Johnson & Johnson, Korn Ferry, Lucasfilm, Olympics, US Dept. of Defense, US Dept. of State, Inter American Development Bank and dozens of SMBs. My library of self-paced, online training courses are used by more than 366,000 professionals worldwide.
What’s the hardest thing about your job?
Teaching technophobes who are resistant to change. Turf wars.
What are some of the more memorable events you’ve had to deal with in your role and what lessons did you learn?
Building a social media monitoring dashboard for the US Dept. of State to support Cop 15 climate negotiations and developing the social media policy for the USMC.
What is it about communications, media or crisis comms that interests you so much?
Communications shape popular perception, and popular perception shapes public policy. So communications drive progress and growth for local communities and our planet as a whole.
Can you give one piece of advice for those who want to start a career in Government communications?
Much like a Supreme Court Justice must be able to separate their personal politics and beliefs for their interpretation of the law, so must a PIO be able to communicate on behalf of an organization impartially and without bias.
What's your top tip or piece of advice regarding social media engagement in public safety?
My top tip is to answer legitimate questions. Do not ignore your followers and just send information out. It should be a two-way conversation.
What are your favorite tools you use to do your job more effectively?
SEMrush, INK for ALL, WordPress, Google Analytics, Google Search Console, OptinMonster, Fiverr, WriterAccess, Loom, ContactOut, Zoho
What would you say to anyone in a leadership role about having a PIO who might not have one?
What's wrong with you?