It was the late ‘90s at a conference in Boston’s Copley Square. A PR industry veteran pulled his chair close to mine, cocked his head, and leaned in. I was a fresh-faced 26-year-old whose blog-focused influencer campaign had been the talk of the meeting. This new approach from a Gen X kid was foreign and fascinating, if not a bit frightening, to a crowd that lived and died by traditional media relationships.
“You know, some people try their whole career to get a Silver Anvil,” he sneered, referring to the Oscars of the profession, which the campaign had just earned. “You’ve got nothing more to prove. So what will you do now?”
I blurted out the only thing that came to mind, “More of the same, I guess.”
Two decades and a few award-winning initiatives later, colleagues are still asking what “the same” is, imaging it to be a secret sauce of some kind. The truth is there’s little secret to capturing people’s imagination, influencing new attitudes, and guiding new behaviors. It comes down to four ingredients that apply to most every scenario, regardless of budget, geography, industry or other variables.
So when I was in Manhattan a few weeks ago for the 2018 Silver Anvils, I could only smile as an industry peer walked over to my dinner table and pointed to the gleaming statuette in front of me.
“Congratulations! People work for a long time to earn one of those. Is it your first?”
Giving her my thanks, I quietly admitted it was not, remaining out of earshot from others nearby when answering how many I’d won. Her jaw dropped, and she mouthed one word: “how?”
With a wink, I gave the only answer I knew. “Let’s chalk it up to more of the same.”
Mike has contributed to some of the communications industry’s most celebrated teams and programs, which have earned recognition from PRSA, PRWeek, The Holmes Report, PR News and others for innovation and results. The 2018 Silver Anvil in conjunction with CORE marks the 12th of his career.