Nine Years In: George Haj On What Works
In April 2017, after an award-winning journalism career, George Haj launched Haj Media, a boutique communications firm specializing in public relations, crisis communications, content development, and reputation management. Nine years later, we asked George what’s changed and what matters most. Here are his nine keys to effective communications.
1. Storytelling is Number One
It’s all about storytelling and not very different from all my years in the newsroom. You’re really focusing on telling the client’s story in the most authentic way possible, and figuring out the right audience. Remember, if the client doesn’t know how to tell their story in their own way, somebody else is going to tell it, perhaps in a negative way.
2. Biggest Change
Perhaps the biggest change over the last nine years has been the rapidly evolving media landscape. Legacy publications and TV stations have far fewer reporters. But the good news is that there are trade publications, websites, podcasts, blogs, and owned channels that provide great opportunities to tell stories.
3. Not Commenting
There are lots of crazy things happening in the world today, but clients don’t have to comment on all of them. Sometimes saying nothing is not only the safe choice, but also the smart choice.
4. Success in Communications
Success in communications comes only when communications professionals, whether in-house, external, or both, work closely with senior leadership to understand the business objectives and what’s happening well ahead of time. It’s hard to do a great job framing the narrative if you learn that a lawsuit is being filed in 10 minutes.
5. A Great Pitch is Key
A great pitch beats a great relationship with a reporter every single time. Sometimes people think that because I have great relationships with journalists, they’ll pick up our stories. They won’t. Having great relationships means they might look at my email, and that’s about it. The most important thing is to have a great pitch targeted for that reporter, for that publication, at the right time. That’s what will make it more likely that a journalist will pick up your piece.
6. Develop a Thick Skin
Develop a thick skin. Reporters say no. Potential clients say no. Existing clients want work redone. It’s all part of the job. You get up the next morning and keep trying.
7. Crisis Response
These days, crisis communications moves at the speed of Twitter. You’re not going to get a day or a week to figure out a response. So being able to prepare for a crisis ahead of time, anticipate when things are coming, have holding statements ready, and be able to move 24/7 is key.
8. The Golden Rule
It’s simple. Follow the Golden Rule. Treat everyone around you with respect, whether they’re colleagues, clients, or reporters. Even on a really tough day, treat everyone the way you want to be treated.
9. Hire Great People
And finally, number nine, this might be the most important. Hire great people, train them, work closely with them, and then get the heck out of the way so they can do their work.
