The application for the 2014 Fujita & Miura Public Relations (FMPR) Scholarship, which will award one $1,000 scholarship each to a Kauai student and a Pennsylvania student pursuing their bachelor’s or graduate degree, is available now.

For the sixth year in a row, FMPR has been providing some of the brightest students on Kauai and Pennsylvania with its scholarship to pursue their dreams of having a career in which they can make a difference in society. Whether you want to be in public relations to help increase the visibility of Kauai, become a teacher to help challenge the minds of our youth or become a marine biologist to save our precious wildlife, we welcome all eligible students.

The application submission deadline is March 30, 2014. Download the application here or at www.fmpr.net.

• Be direct and keep eye contact.
• Use a soft and steady voice that shows respect and remorse.
• Don’t be defensive or make excuses. Sure, there are reasons that caused you to do what you did. Regardless, what you did was wrong, so those reasons aren’t relevant. Bringing them up will sound as if you’re justifying or minimizing the wrongdoing.
• Keep it short. If the other party wants to rehash the entire situation, which may bring up bad feelings for both of you, politely interrupt and say “This is why I’m apologizing. I’m sorry. Let’s put this behind us.”

Do you have a specific situation that requires you to make an apology? Would you like assistance with how to carry out the apology? We would love to help you! Write to us at info@fmpr.net. Tell us your situation, and we’ll email you back with advice on how to handle this apology.

The above is an excerpt from “The PR Fix for the Everyday Person” © 2013 by Jenny Fujita and Joy Koerte.

Note: FMPR reserves the right to respond or not respond to any request. FMPR cannot be held liable for the outcome of any advice given by its employees, consultants, or contractors. 

When considering a collaboration, remember:

• The collaboration can be short term, such as co-hosting an event, or longer term such as a product collaboration like the “Downtown Abbey” wine.
• Be open to collaborating with others outside your usual circle. Collaborations don’t have to stay within industries or between like organizations. As long as both parties will benefit, go for it!
• Only partner with organizations that hold fast to the same values as you do, such as great customer service, fair pricing, etc., so that you maintain your brand and reputation.
• Put everything in writing so that each party is clear about expectations and responsibilities and to ensure a successful partnership.

Read the full article “Debut ‘Downtown Abbey’ wines are fit for a lord” on TODAY.com.

We always tell our clients that when they’re asked questions about a situation involving several parties, they must only answer for their own company. The same goes for you. If you’re asked a question about how another person may feel about a situation, pause and then say, “I can’t answer for them but I know that I…”

Without the pause, we can be too tempted to surmise what another person thinks or feels and answer for them, and that can get us into trouble because we might very well be wrong. Plus, you wouldn’t want someone answering a question on your behalf unless you’d given them permission to do so. So remember, when you speak, only speak for yourself.

The following is an excerpt from “The PR Fix for the Everyday Person” © 2013 by Jenny Fujita and Joy Koerte.

You plan meals for your family, build a resume to get a job, and make shopping lists to go to the store. Do the same for yourself and take the time to make a big picture plan for your life, a mission statement.To develop a mission statement, get on a computer and visit the FranklinCovey “Mission Statement Builder” at www.franklincovey.com/msb.  If you don’t have access to a computer, go to your local library and pick up any number of books on creating a personal mission statement.

Once you’ve created your personal mission statement, pull out the three to five most important things in it.  These are your personal key messages.  In the PR world, key messages are the three to five most important things that we want our clients’ target publics to know about them. We ask that our clients repeat these messages often and in a variety of ways, and that all of their ambassadors, from their employees to their board members, know and speak them as well. As everyday people, we need key messages, too in order for those we interact with to really understand and know us.We’re not suggesting that you set up a podium in the park to tell people all about yourself. We are suggesting that you give some thought about who you are and what you’re about, and let that lead your words and actions. Once you do that, you will be surprised how often your mission will come into play.

Write down your key messages in the present tense and be specific.  In other words, instead of saying, “Sports are fun,” say, “I’m athletic.  I love to run, hike, and lift weights.”  Think in terms of the senses (what you see, physically feel, emotionally feel, hear, smell, taste, etc.). For example, if you’re referring to your best self, you can say, “I’m healthy, lean and well-toned. I dress in clean, neat clothes even if I’m just running to the post office.  I’m always smiling and when I speak, my voice is strong and confident.” Do you see how that’s so much more meaningful than, “I look great”?

Once you’ve written down your mission statement and key messages, refer to them often. You will go back and revise them many times. That’s okay.  Keep honing them until they feel right to you. Let them evolve as you grow and they will integrate with your being.

There is always a way to graciously address any situation, no matter how uncomfortable. Plain and simple: ignoring the truth or being phony feeds into the discomfort of the most awkward situations and makes them worse.

The trick is telling the truth nicely. This means using nice words, nice intentions, a nice tone, and nice body language. Consider when Anthony Bourdain visited Namibia on his TV show, No Reservations. “That’s the best part of the warthog,” they told him, displaying the warthog anus.  In the narration, he declared, “Behold, the worst meal of my life…” But when he was with the bushmen, he took a bite, a real bite, chewed and swallowed it.  Afterwards, he reflected, “As hard as I try to appear gracious, it ain’t easy.” That’s right. It ain’t easy, but it’s important so he is gracious.  He continued, “Lesson number one as a traveler: food given as a gesture of hospitality is always gratefully accepted. Always.  Because no matter how weird or even how horrible it may seem to you, for someone else, it’s their means of subsistence.  It’s their favorite meal.  It’s their gesture of generosity.  So put on your game face, eat up, and ask for seconds.”

This is why Anthony Bourdain can go anywhere in the world and get along with almost anyone.  He’s respectful and kind. Kind may not be a word usually associated with Anthony Bourdain, but it’s true.  When you find yourself in a “warthog anus” situation, say something kind, even if it’s just “thank you.”  Search for some truth to say. That you liked the texture or the sauce or even just the color of the dish (“What a beautiful, caramel hue!”). You can mention that it’s your first time eating warthog anus, that this is something very new and different for you, and that you feel so honored to be able to taste the family’s special dish.  That will help you “bridge” to a different but related topic.  Dig deep. You get the idea.  And when you say the kind words, use a kind tone. Body language-wise, sit up straight, look people in the eyes, and smile.  Connect with them. If you’re telling the truth, that will be easy to do.

As the 2013 Valedictorian of Kaua`i High School, Kainani Otsuji graduated this June with a 4.0 GPA. In the fall, Kainani will be attending the University of California Los Angeles (UCLA) to pursue a degree in business marketing. Upon graduation, Kainani hopes to return to Hawai`i to kick-start a career in the hospitality industry. Her ultimate goal is to become the Director of Sales and Marketing at a local hotel to continue to attract new and old visitors to the islands.

“I intend to work very hard as a student at UCLA, returning to Hawai`i upon graduation to put my newly gained knowledge to work in order to enhance our state’s vital and precious tourism industry. I am looking forward to giving back to the people and places that took such good care of me while growing up,” says Otsuji.

Tate Naudascher is a third year student at Millersville University and is working toward earning a degree in middle level education with a concentration in science. Having made the Dean’s List four out of five semesters at Millersville Unversity, Tate’s mission upon graduation is to become a science teacher at a Pennsylvania middle school. Her teaching philosophy is to inspire teenagers to love science by using traditional, hands-on and inquiry based methods with the integration of technology. She aspires to motivate students to learn about and appreciate science, as it is becoming an ever-growing field of study for the top career opportunities out there.

“As an educator, I hope to motivate students to learn so that they can go on to become successful individuals. Although I cannot control the current state of our educational system, I hope to be an inspiring teacher that breathes life back into our students’ wills to learn. Not only will I be teaching the scientists, biologists and doctors of tomorrow, I will also be teaching the innovators, thinkers, and leaders who will sustain our future,” says Naudascher.

“We are very proud to support such amazing scholars,” says Jenny Fujita, partner with FMPR. “We are absolutely confident that they will pursue their future endeavors with gusto and make great contributions toward improving their local communities and the world around them.”

“Jenny and I are especially impressed with Kainani and Tate’s keen awareness of the state of the economy in their communities and how their individual passions for improving tourism and education respectively provide promise of what the future generation will bring,” says Joy Miura Koerte, also a partner with FMPR. “Wherever their careers take Kainani and Tate, we know they’ll blend their intellectual talents and concern for others to create a better society for all. To that end, as with our past FMPR Scholars, we will be posting updates about Kainani and Tate on our website at www.fmpr.net and continue to grow our network of FMPR Scholars so that they can collaborate and achieve great things together.”

FMPR began its scholarship program in 2009, awarding Benjie Baclig and Shelcie Takenouchi, both from Kaua`i. Baclig recently graduated from the Wharton School of the University of Pennsylvania  this past year and Takenouchi has received her bachelor of arts and master of arts degrees in public relations from the University of Southern California. She is now working as an Account Executive with Hill + Knowlton Strategies. The 2010 FMPR scholar was Shyanne Matsumoto from Kaua`i, who is attending Oregon State University double majoring in secondary education and chemistry. In 2012, FMPR awarded two scholars, Nicole Rapozo of Kaua`i and Louis Herbst of Pennsylvania. Rapozo currently attends Kaua`i Community College and plans to transfer to a mainland college and major in psychology. Herbst has a bachelor’s degree in history and education and recently received his master’s degree in educational leadership from the University of Pennsylvania.

FMPR Scholars are chosen based on several key criteria: they are Kaua`i and Pennsylvania residents and students who are pursuing undergraduate or graduate degrees, preferably in communications or public relations; are interested in owning or working for a small business and/or home-based business; engaged in entrepreneurial activities; intend to come home to and pursue their livelihoods in their local communities after undergraduate or graduate school; are engaged in community service and wish to advance their local community after college; have proven intellectual and academic achievements; show integrity of character and an interest in helping others; and have the ability to lead and the motivation to use their talents to the fullest.

The following is an excerpt from “The PR Fix for the Everyday Person” © 2013 by Jenny Fujita and Joy Koerte.

This may seem elementary, but it isn’t. The truth gets cloudy sometimes, and that’s what gets us in trouble. Most of us don’t intentionally lie or exaggerate the truth to hurt anyone. In fact, many of us get caught up in an occasional white lie or embellishment to avoid hurting someone’s feelings. You know what we mean. “I’m so sorry, I can’t attend your son’s play because I have another appointment at that time,” (even though you don’t).  In today’s modern world, we’ve become too accustomed to seeing media, paparazzi, and advertising exaggerate the truth.  Embellishment has almost become the norm, and we’ve become desensitized to it.

What’s so wrong with a white lie to preserve a friend’s feelings? Well, first off, what would happen if they found out that you fibbed? How would they feel then? And what would your friend feel about you?  Besides that consequence, the fact is, when you tell a lie, your intentions are to deceive, and deception is never the right thing.  It’s just not good for the soul.

Sometimes we avoid the truth so as not to create tension or “make waves” among the people we love. “I don’t mind missing my anniversary dinner to watch your kids tonight. I’ll just reschedule.” (Really?!?) If you don’t want to do something, don’t do it. If something bothers you about someone else, address it with them. Don’t shrug it off and then let it fester until you blow up or internalize it until you become depressed.  If you make a mistake, own up to it. Don’t make excuses. Say, “I’m sorry” and fix the problem you created. The more you get used to telling the truth, the easier it is to do, and this results in a more authentic life.

If you don’t believe us, consider the big news stories about corporate recalls, celebrity arrests, and politicians’ indiscretions.  Some of these folks tried to skirt the truth until it was so obvious that they couldn’t run from their mistakes. Yet, some owned up to their errors upfront, apologized, and took steps to repair what was wrong. The public always has more respect and the willingness to forgive in the latter cases.

So tell the truth up front, no exceptions.

Please know that we are certainly not advocating being harsh or disrespectful with the truth, or being malicious with your words. There is always a way to graciously address any situation, no matter how uncomfortable. The trick is telling the truth nicely. This means using nice words, nice intentions, a nice tone, and nice body language.

Plain and simple: ignoring the truth or being phony feeds into the discomfort of the most awkward situations and makes them worse. Why should you tell the truth, even when it’s uncomfortable? Because being real and honest is the foundation for deep, long-term relationships.

If you paid close attention to the news reports throughout the crisis, you probably noticed that you were receiving information at a much faster rate than any other previous crises. Not to mention, you were probably seeking/receiving it from multiple sources, including social media. In the age of social media, we are used to getting our information now. In situations like the Boston bombings, the added pressure of the rapid pace at which social media churns information had traditional (and respected) news media all a flurry.

In the rush to be the first to report breaking news, the Huffington Post said, “Whether the coverage was on television, in print or online, facts were misreported, suspects were misidentified, and presumptions were made about unknown motives.” The online news source even admitted its own fault by saying, “The Huffington Post slipped up grappling, like many other outlets, with the sheer volume of information that was posted online and shared through social media within seconds.” The misreporting of the Boston bombings became so bad, that this situation ended up being news in itself. Among some of the false reports, CNN had reported that there was a third bombing at the JFK Library, which ended up being an unrelated fire. The Wall Street Journal had reported that five additional explosive devices were found around Boston, which turned out to be false. Some of the most respected media in the business today found themselves slipping up on facts to beat their competitors to the punch or uncover news that had not been reported yet.

Aside from the lack of journalism ethics in the reporting during the Boston bombings, we saw how powerful social media has become in playing a role in crises. People tuned in to live streams of police scanners, furiously reporting every play-by-play on Reddit and Twitter. They also took to Facebook and Twitter to send their condolences, express their anger and form discussions about what had happened during the bombings. Even the Boston Police Department has a Twitter handle, @Boston_Police, and used that as their communications channel to report that the second suspect had been captured. The tweet read, “CAPTURED!!! The hunt is over. The search is done. The terror is over. And justice has won. Suspect in custody.”

In terms of social media, the Boston bombings teach all of us that the use of social media is at an all-time high and in some cases, has taken the place of traditional media. If your business or company does not have a social media presence, it is important that you consider joining today. We have to accept that social media is yet another channel we need to be mindful of when crises occur. If a crisis occurs at your company, you want to be in control of the facts that are being disseminated and part of that can be accomplished through social media, just as the Boston PD did. Rumors and misinformation can spread at a rapid pace through social media and you need to be on there to monitor. This helps you correct wrong reporting, prepare statements and gauge overall public reaction.

Social media isn’t just for crises though. It helps companies connect with their audiences, disseminate information, reach people it can’t through traditional media and get public reaction. However, it is very easy to get carried away on social media. At the basic level, your company needs to decide exactly how it wants to use its social channels. Do you want to use it for recruiting talent? Deals, discounts or sales? Company announcements? Once you decide what kind of information you want to share through your social channels, the next decision is how often will you post on your social channels? If you have a dedicated social media strategist, it is easy to update your social channels several times a day. Whatever timing you decide, keep it consistent.

After you start your social media channels, there are so many creative ways on how to fully utilize each channel to your benefit. Don’t wait a moment longer. Start creating your company’s social media presence now!

Article contributed by Shelcie Takenouchi

Michelle Obama has become a fashion icon in the last four years and has picked up the legacy that Jackie Kennedy left behind during her time as first lady. Whether it is her toned arms, energetic spirit or bold use of color, designers around the world are clamoring at the opportunity to have their artistic creations worn by Mrs. Obama. She has single-handedly brought in an interest to the White House that goes beyond politics. However, her choice of designers and clothing is somewhat political as well. She likes to choose American designers, especially young ones like Jason Wu, and support their development. She realizes that a woman of her stature has the ability to change the career of a designer overnight.

On Inauguration Day, every major news outlet and journalist, including CNN’s Wolf Blitzer and Anderson Cooper, were waiting with much anticipation as to what Mrs. Obama would wear throughout the day. Amidst the discussions of what the president would say to the people in his inaugural address, Mrs. Obama’s fashion topped the news. Everyone waited until the annual Inaugural Ball to see what gown she would reveal and she did not disappoint by wearing a stunning red number, made by Jason Wu, who also made her gown for the Inaugural Ball four years ago.

So, what does this ultra-focus on fashion at the nation’s highest level mean for business professionals? It means that even in the stuffiest and most “traditional” type of occupations, how you present yourself does not go unnoticed. The lines between fashion and the old business suite mentality are being blurred and it is becoming more acceptable to break away from the norm, especially in the PR industry. Granted, you still need to respect dress code policies, but professionals are finding ways to express their personal style in many ways. Whether it is using a pop of color or fun accessories, adding flair to your outfit while remaining put together is the new business dress code.

The next time your client or spokesperson has a press conference, speaking engagement or meeting with associates, remind them that appearance plays a role in their image. Getting a new hair cut or trying to find a new outfit the day before is never a good idea. You don’t have to be in a designer suite or dress, you just need to look well put together! Take some notes from Mrs. Obama and you will be well on your way to looking fashionable yet professional in the work place.

Article contributed by Shelcie Takenouchi