Why Dough is Important

The grandson of Russian Jewish immigrants shares his family’s tale of small business ownership in the book Dough. Morton Zachter’s grandparents scraped enough money together in the mid-1920s to open the Ninth Street Bakery in New York City. They weren’t bakers, but business-minded individuals who figured out there was a market for reselling, breads, cakes and cookies made by bakeries outside their borough. The tiny shop on the Lower East Side of Manhattan made customers out of city dwellers and nearby restaurants.

The family’s tale, a classic illustration of the American Dream, scribbles outside the lines of typical entrepreneurial aspirations. By Zachter’s account, after his uncles inherited the shop, they reportedly worked seven days a week from 7 a.m. to 9 p.m. Their work hard, their lives stale. The men never married, took vacations, or personal days.

And there’s more.

His mother, despite her degree in education and experience as a teacher, gave up her career to work alongside her brothers, almost her entire adult life. Her dedication was greater than her brothers. She never received pay for her work. Not a single crumb.
Zachter doesn’t detail why she made the sacrifice. He only stated that she, “Delved out information like it was sugar and the world was in a diabetic coma.” A high sense of familial obligation I suspect. Homage to her parents, perhaps?

The author grew up and stayed out of the family business. He became an accountant and later went to law school to pursue a second career.  He struggled along the way, but never asked for financial assistance from his family. Why would he? They were poor, right? One of his uncles actually offered him two silver dollars to help pay for law school. He declined.

Zacther discovers, after one of his uncles had died and the other was suffering from dementia, that the men had some serious dough.  The bachelors lived like paupers and hoarded millions of dollars made in stocks and bonds. Why didn’t the men retire early, sell the store and move to Florida? At the very least, cut back the hours at work, compensate his mother and enjoy life? Zachter investigates this mystery in his 173 page memoir.

After he inherited millions, Zachter discovered that his family’s values had a controlling grip. The man who grew up sleeping in the dinette of his parents’ one bedroom apartment, spent six more years in his unsatisfying career before he gave it up to chase his dream as a writer. A plan, fully baked. His book earned recognition from the Association of Writers and Writing Programs Award for Creative Nonfiction. 

The lessons in Zacther’s story are as common as cornbread. Don’t work too much, put family first, forgiveness – the list goes on. However, the author's honest and heart-felt approach, the compelling story, and the glimpse into a slice of life much different than mine made me keep reading.

The book is just as much about familial ties as it is small business ownership. The only problem I have is that I found it tucked in the Biography section of the library. Shelving it under Business could help those who need it most find it before their lives are completely cooked.

Tips from a Wee Salesman

I watched a salesman close a deal the day after Thanksgiving. The Black Friday transaction didn’t go down at a mall, or a big box retailer. Money didn't even change hands. Instead, the setting was a kitchen, and the currency was sweeter than cash.

My husband’s family celebrates Thanksgiving the day after the holiday. Turkey and dressing were not yet cold in the fridge when the sales pitch began to take shape. The request was simple and the audience was targeted. The pint-sized deal man made his one-word plea to those tall enough to reach the counter, and young enough to hear him speak. I marveled at the lesson being taught by 28 months of life experience. He had already pleaded with others who were unsympathetic, when looked up at me and said, “Cupcake.” He was not a man dying from thirst, but a boy in plain sight of blue frosted heaven. He explained the urgency of his request by repeating himself.

I reluctantly told him that answering his question was beyond my pay grade. He moved on – undeterred. No tantrum, no tears. I couldn’t help him, he needed someone who could. His grandmother at the stove most certainly outranked me, but she like any good customer had questions.

“What did your mother say?” she asked.

“No,” he replied with a level of honesty that escapes most children when speaking of cake.

“Did you ask your dad? What did he say?” Grandma was in his corner, but her apron strings were tied.

“No,” he said flatly knowing the situation was looking grim.   

Grandma learned from her daughter that her grandson had already eaten dessert. He stood there, looking up at them both with no emotion. His silence was key. As a mother of a son and a witness to negotiations similar to this, I knew his behavior was making it difficult for the rule makers. He was honest, quiet, smart and hard to turn down. His actions were critical. The deal hung in the balance. 

The silence was broken by a young cousin entering the kitchen requesting dinner, which caused the stomachs of all the other children to grumble. New terms to the deal were drawn. Eat dinner and a cupcake could be had. He worked his legs double time to the table. After an entire plate of leftover spaghetti, his request was met at long last.

Later as my nuclear family began walking toward the door, the young man’s father headed the same direction. His wife explained their eldest was still eating dessert. “How long can a cupcake take?” he wondered aloud.  I turned my head to see the sales man, who keenly used honesty, integrity, persistence, and a calm attitude with a quiet tongue to close a deal, savoring his Black Friday earnings.

 

The Candle Maker's Difference

Candles are a necessity for a home that houses a young boy and his dogs. This month, the aroma of pumpkin spice fills the air masking the odors given off by smelly socks, a piece of fruit forgotten, and pets gone too long without grooming. I have never given much thought to lighting a candle. The flick of a butane lighter sparks gratitude for the fragrant helper, a reminder to extinguish the flame before lights out, and not much else.

The candle buying experience for me is as mundane as setting a wick ablaze– sniff, check price, purchase. I was on step three of my routine at a craft fair when a candle maker managed to add value to my experience. “Let me tell you something,” he said. “When you burn this the first time, be sure to let the wax melt all the way to the edges so it creates a level surface. That way you burn the wax evenly all the way down instead of creating a well which leaves you with a lot of unused wax,” he explained. I smiled. As a public relations professional all I could think was – well done. In approximately 60 seconds, he just changed my candle buying experience from ordinary, to novel. He reminded me he was a craftsman, and that he valued his work and my business. “You didn’t know you were going to get that lesson did you?” he said with a chuckle. No, I didn’t, but as a small business owner I should have expected it.  

He made me think about the level of customer service I provide to my clients, and reminded me to continue to identify ways to raise the bar. There is always room for improvement. 

Small Business Saturday is November 24. Recognized as a day to celebrate the contributions of local business owners. For small business owners everywhere - your support is appreciated.

How to Create a Media Kit

A media kit is a three dimensional tool that breaks through the two dimensional plane of emails and texts. Reporters at major news outlets receive hundreds of emails from public relations professionals every day. As an assignments editor at the CBS affiliate in Dallas, I can remember watching emails penetrate my inbox every second during peak hours. Breaking through the noise takes creativity.

Earlier this summer I had a producer tell me my story idea regarding back to school shopping for college students wasn't visual enough for her morning show. I hung up the phone scratching my head. I had given her multiple examples of visual aids, but she wouldn't budge. And then it hit me. A media kit would make the story more tangible. I worked with my client, College Planning Authority, to put together a bucket of popcorn, ramen noodles, candy, and of course the press release.

The idea demonstrated that my client had great tips on how to save parents money - such as cutting back on meal plans, and unnecessary kitchen gadgets for college students who traditionally prefer food that comes out of a microwave. The kit got the attention of another reporter who came out and shot a story a couple of weeks after the previous rejection. Success!

I used the concept again on a story about trends in maternity photography. My client Teresa Berg Photography, arranges maternity sessions that rival photo shoots seen in magazine spreads. She sets the stage with soft music, a fan blowing on the subject and fun beverages for both mom and dad. He cracks a beer while mom sips matern-itinis (an alcohol free beverage made with coconut water and a few other ingredients). An email explaining the process just wouldn't adequately capture the experience. We came up with a beautiful basket that featured a fan that plugs into a computer (I found it on sale - more about why that's important later), a martini glass, coconut water, chocolate and of course samples of Berg's work. She also received media coverage as a result.

Though media kits are a fun way to share a client's story, there are a few things you need to consider before putting one together.

 1. Most news outlets hold journalists to ethical requirements that don't allow them to accept gifts over the $25 amount. Your kit may be construed as a gift, so be sure yours stays under that amount. Hence, shopping the clearence section.

2. Media kits come in all shapes and sizes. Be creative and seek inspiration for yours.

3. Be selective. Not all reporters will be receptive to this kind of attention grabbing pitch.

4. Make sure it is something you would want to receive, and that adequately represents your client. You want this to be something they'll write a story about, or at least talk about on Facebook or Twitter.

5. Don't just stop at the media kit. You've got to continually follow-up via phone and email in order to get a response. Remember you and dozens of others are competing for the reporter's attention.

What Four More Years Means

I can't stop thinking about the next four years. Mostly because election talk is unavoidable, but also because four years ago this month I did the unthinkable. The country was still reeling from the market crash. Americans were wondering how they were going to recover their retirement plans, find work or hang on to their homes. With blinders on, I went down to the courthouse, filed my business name, and turned in my notice to my boss. The security that everyone was grasping to hold on to, I let go.

I had a great job as the director of public relations for a large hospital system. I enjoyed my work and felt like I was making a difference. Better yet, I had a pension. However, my infant son was spending 50 hours a week in daycare, and I was driving into work white-knuckled and weeping.

The last four years have been better than I could have imagined. I have had more time with my family, while simultaneously learning more about myself, others, and business ownership than I thought possible.

The most salient points are these:

-I love a challenge.

-I'm not afraid of failing.

-You'll succeed faster by helping others first.

-Don't do business in a vacuum. The accountability brought on by career coaches and peer groups has kept me going.

-Successful people tune out negativity.

-I wouldn't have made it this far without the support of family, friends and others.

If I am fortunate enough to have four more years as a business owner, it will likely mean continued growth both personally and professionally. Starting my business is the hardest thing I've ever done, but it was the best decision for me, my family and my career.

What's the biggest risk you've ever taken?

Why These Three Words Are Bad for Business

You've probably heard the opposite of love is not hate, its indifference. I'm certain most of us aren't intending to communicate that level of emotion when we let the words, "I don't care," dribble out of our mouths. However, there is an unintended consequence to this three word phrase, and it is doing more harm to your business than you think.

Telling your co-workers you don't care where you go for lunch is a minor offense, but you might end up eating the same sandwhich you had the day before. (Yes, that actually happened to me. What's worse is the waitress actually outed me in front of everyone.)

However, when a team member asks you which design you like for your company's new brochure and your response is, "I don't care. They're both good." You might think you're being positive, but what you're really telling them is the subject isn't important enough to formulate an opinion. Even though both designs might be solid, you missed an opportunity to help that person and demonstrate your value. Chances are you won't get this person's best work on your next project.

Sometimes its just easier to say, "I don't care". We don't have to make a decision or think about what's being asked. Additionally, we don't have to worry about what others think about our opinions if we don't share them. I was especially guilty of this when I was younger.

Don't harbor concerns about what everyone thinks about your opinions. If they don't appreciate your candor, they'll stop asking for your thoughts.

My plan to conquering my occasional colloquial crutch involves asking questions. Here's what I've come up with so far:

-What's your preference?

-What is the goal?

-Are there any specific pros or cons you can share with me?

-Why is this important to you?

-Can you tell me why this decision poses a challenge?

Don't miss the opportunity to take your first step in overcoming indifference. Share your thoughts in the comments section below on how we can all do a better job of editing out those three trouble making words.

The Four Letter Word that is Killing Your Business

I'd like to start a movement to make the word 'busy' unacceptable in formal speech. Keep it, along with the list of the seven dirty words George Carlin spelled out for us, at your smoke-filled bars, sporting events, and fraternity parties. Don't let it pass through your lips at networking events, business meetings, and especially in front of your mother.

I believe this strongly - not for the definition or sound, but for the usage. It's a crutch. Just like swearing. If you rely on the same word to express yourself, than you aren't being creative or perhaps with this particular offender - truthful.

"Oh, I'm so busy," frequently falls out of the mouths of cocktail-carrying suit-wearing people. Telling someone exactly what you're doing helps them get to know you better, and could help them refer your business. You're also engaging them, telling them that speaking with them is worth your time.

I too am guilty of the busy blow-off, but here's my plan for quitting.

-Make a list of three things I've done recently to replace the usual response. I'll include recent successes, new projects, professional events attended, etc.

-Rather than asking someone, "How are you?" I'm going to ask them specifically if they are working on anything new, or something I should know about. Hopefully, soliciting specific response, will help me remember to do the same.

-Practice.

-When I get it right, I'm going to associate it with something good. An extra dessert, perhaps?

-When I catch b-u-s-y coming out of my mouth, I'm going to follow-up with a sentence or two and explain what exactly I've been doing. 

I'm going to try especially hard not to give my mom the busy treatment. A friend asked me if my mother knew what I did. "Not really," I shrugged. "Don't you think that is important?" he asked narrowing his brow at me. Yes, it is. She deserves a better response. As does everyone else.

Get Press by Leveraging Unofficial Seasons

There will always be 12 months in a year, but the number of seasons is constantly changing. For example, wedged between summer and fall is back to school time. This unofficial season is the impetus for the second busiest shopping event of the year, which draws interest from the media viewers and provides fodder for social media channels. Incorporating your company's message into this time of year, can get you noticed.  In fact, one of my clients received national press from multiple outlets thanks to the story idea we developed for back to school time.

College Planning Authority is a full-service college planning company. In June we began developing tips on how parents of college freshman could save money on back to school shopping. We came up with seven bullet points and began contacting local and national reporters.

Press coverage included interviews in U.S. News & World Report and two television stations in the Dallas/Fort Worth market. Additionally, two other interviews with national publications were completed, and are scheduled to run in the near future. This one of the most successful campaigns I have ever pitched.

Here's our notes on how we got it done.

-Our homework was done ahead of schedule. We planned our media calendar well in advance. We knew what we were going to talk about months before back to school time and had the press release approved weeks ahead of time.

-We started long before the sound of the first bell. I began pitching reporters weeks in advance. Each media outlet has its own planning arm, and even the most timely of stories can be disrupted by breaking news. Starting early allowed us to make concessions for such events (which included the shootings in Colorado and hurricane Isaac).

-We chose our friends wisely and played nice. Each pitch was crafted for every reporter I contacted. Nearly all were interested, but some weren't able to accommodate due to breaking news and newsroom schedules - it turns out journalists go on vacation during the summer, too! Follow-ups were frequent but if told to move along, we did so - graciously.

Other hot media seasons are easily identified. Whether or not it makes sense for you to pitch stories related to holiday shopping in December or weight loss in January depends on your business.

How to Create Great Subject Lines

I've spent countless hours finessing subject lines for e-blasts and e-newsletters. The ideas for the right seven to ten word phrase range from trite to absurd as I ponder the right combination that will make someone put down their latte and read my email. A client is launching a new product and we're developing multiple emails for at least three different audience groups. I spent some time researching this matter.

While, as I suspected, there is no consensus among the "experts" in this field there are some guiding principles. Which are as follows:

-keep subject lines brief

-be specific and stay focused on your audience and their interests

-including numbers helps (ie. top 3 tips)

-A/B testing is important
 
Check out these links for more on the topic.

Mail Chimp - the email distribution company shares subject lines from it's clients' emails with the highest open rates. An interesting read, but isn't helpful in all situations.

Constant Contact and Clickz - both include some of the best practices.

Do it Marketing - has actual sample subject lines. A great read if you are in a creative slump! 

Tips on Snagging Headlines During the Olympics

Getting media coverage during the Olympics might seem like a feat worthy of a gold medal - unless you in fact have won a gold medal. But, for most of us, getting a reporter’s attention is a challenge on an average day, competing with the world’s best means we’ve got to improve our game. Stories of triumph and defeat are dominating headlines across the globe. Your new gadget, service or event pales in comparison. So what’s a cracker jack like you to do?  Take the following into consideration:

-Reporters still have beats. I’ve got a client scheduled to be interviewed by a national news outlet this week. The reporter covers personal finance and the Olympics hasn’t slowed her need for story ideas.

-If you can’t beat ‘em, join ‘em. A business I work with services an Olympic athlete who should be in London right now, but took time off to have a family. This is a great way to tie in with the news of the day.

-Tie into other top stories:
      -It is back to school time - next to Christmas this is the second busiest shopping
       season of the year. If you’re in retail or provide services to retail businesses, this is
       a good opportunity to make some news. 

     -The drought is having an impact on food sales and much more. Share the story of
       how this is impacting you and your clients.

      -The economy, fall trends for your industry, the list goes on….

Whisky Maker Communicates in Fine Spirits

Gentleman Jack stayed true to “his” image when a recently published book appeared on store shelves with a cover looking suspiciously like the Jack Daniels Old No. 7 label. The attorney who penned the cease and desist letter took a tone that reflected the beverage maker’s southern charm. He requested, in a neighborly fashion, that Patrick Wensink, author of Broken Piano for President, change his book cover for its second edition. The company even stated it would pay for a “reasonable amount” of the redesign.

However, Wensink's response was less cordial. “We will not be taking them up on their offer. We’re proudly independent and don’t need any of that sweet corporate booze money to redo the cover,” he said. There was no mention if a free case of whisky ever came up in the discussion, or if that would have changed the author’s mind.

Similarities between the two designs could have caused the beverage maker to cry copyright infringement. The distiller could have tried scare tactics and threatened a lawsuit. I'm not an attorney but as I understand the issue, in order to build a successful case against the author the company would have to prove Wensink’s book was sobering its liquor sales. Instead, the Tennessee-based business stayed true to its brand by making a formal request in congenial fashion.

Though I wouldn’t have agreed with sending the letter (really, what’s the point?), I did find it refreshing. What probably originated out of frustration from the corner office, ended up solidifying a company’s brand.

Don't Keep Secrets and 3 Other Tips on Event Planning

Event planning is one of the most nerve wracking aspects of public relations, and professionally speaking there are few things worse than hosting an event that no one attends. Generally, there's a heavy sigh when a save the date card goes out, and a lot of hand wringing in between that moment and the big day.

Here's a few ways to get passed the anxiety and increase attendance at your next ribbon cutting, ground breaking or backyard barbecue.

-think about the draw. What will make people want to come? Think beyond a freebie. The best events I've worked on had big 'ta-da' moments. I unfurled a 50 foot banner from the side of a building during a ground breaking, and watched sky divers bring in a new logo for a downtown association. Both events had great attendance and were well covered by the media.

-do more than just send an email or invitation. Try calling five to ten people a day to extend personal invitations. This ensures people actually received the invitation and makes them feel welcome. 

-when you make the calls, give invitees good reason to attend. For example, you could provide introductions, or a special tour of an area of interest. I took the picture above at a luncheon I attended last month. A friend of mine sent me a personal note asking me to come, and she reminded me of the offer of free champagne. Nice!

-don't keep secrets. If you plan on having a big moment, or special guest - tell people about it. I worked for an organization that surprised an honored guest with an award at its annual meeting. The problem was friends and supporters weren't aware and wouldn't make a special effort to attend. Changing this practice made a huge difference in our attendance rates in subsequent years. 

Remember that success requires more than just booking a room and sending out invitations. Be creative and take time to make it personal.

Road Trip Serves Up Important PR Reminder

Summer road trips have begun for the Brown family. Our first excursion took us to Arkansas. An interesting exchange in the backseat between my mother-in-law and four-year-old son was the inspiration for this blog post. My mother-in-law was lamenting about the copious amount of door dings that pepper our four door sedan. “People are so rude these days!” she said. “No they’re not,” said my son from his car seat. “Yes they are!” she fired back. “No they’re not,” he said flatly once more. The conversation reminded me of two things: that only having one child has its advantages, and that our own bias can get in the way of effectively communicating to our audience groups.

After four years of life, my son believes that people are inherently good – and I hope that never changes. However, my mother-in-law genuinely believes that during the last five decades mankind has become meaner and, more specifically, less careful when opening car doors. I suspect no one is actively studying the number of door dings on our vehicles as it relates to uncaring door handlers. Were people more careful in the 1960s, 1970s and 1980s? My guess is no. What changed is my mother- in-law’s perception of the general public. The last three decades haven’t been easy for her, and her job at a big box retailer provides a front row seat to mankind’s worst behavior.

There’s nothing I can do to change her perception. Her beliefs are firm. What I can do is draw from this experience as a poignant reminder of why it is important to remember my own bias on various subjects and how important it is to keep it out of what I write for varying audience groups.

Two Emails that Did Great Things for Businesses

I saw this blog post, written by author and entrepreneur Tim Ferriss, and had to share. This is a great example of how humor, ingenuity and a whole lot of sarcasm can catapult your business. His post reminded me of a blog post I wrote not too long ago regarding a successful email I developed on behalf of a client. The email filled up a 90 seat workshop in 90 seconds - no joke. 

The funniest email I ever read came from a physician about five years ago. I was working at a large health system, and the corporate culture was stoic - as you might hope for if you were a patient. Emails were regulated, for necessary privacy and technical reasons, by multiple departments. Rarely did I ever open an email that included anything other than necessary information sent in buttoned-up corporate speak. So, I nearly fell out of my chair when I received this snarky three sentence out of office reply message:
"Been working too much, and had to get the hell out of dodge. I'll be back next week. Vaya con dios."

It was so unexpected that I laughed out loud and sent it to two co-workers. Who were both equally surprised. Furthermore, I read it nearly five years ago and I still remember it. I can't even remember half the emails I opened yesterday!

Not all emails will become viral sensations, but here's some tips on how to make your company's emails just a wee bit more memorable:

-When appropriate, be funny, sarcastic, unexpected, etc. This is how you get remembered.

-Be authentic - I once sent a request through a company's online help form. After filling in all the blanks outlining my question, I got an email back that said - "Hey, thanks for your note. We'll get back to you in 24 hours. Please remember, we handle the nicest requests first." -Loved the gentle reminder that there are actually humans on the receiving end of the email.

-Know your audience and write like they talk.

-If you are uncertain if your email will generate the intended response - test it.

-Keep your focus and remember your intended response? Want to make people smile, get them to sign up for a workshop - don't wander off the trail.

-Keep it simple. Personally, my favorite email of all time is only three sentences long. Maybe some day it will only be two.

The Formula for Making Client Relationships Bloom



I work with the best clients. That may sound like "spin" coming from a public relations consultant, but it is true. They are all passionate about what they do, and understand the value of public relations. Many of them I consider more than clients, they are friends, and in one case - practically family.

My clients are concerned about my personal success and often refer me to others. They drop me thank you emails and even pick up the phone occasionally to say thank you for the work I've done. One client even sent me a beautiful flower arrangement on my birthday. Seriously, how could it get any better?

I often think to myself how fortunate I am to work with such great people, and then I remind myself of the formula for developing successful client relationships -

a clear understanding of your client + good communication = success.

When identifying my target client, one of the most key elements is whether or not the individual or company has used a public relations consultant or firm in the past. Those who have worked with PR firms previously are more likely to value the services I bring and understands the benefits of the profession as a whole. This puts me in the position of selling me, not my industry.

Communication, the other half of the equation, is just as important. Once a client has decided my company is a good fit, I do my best to lay out clear and specific expectations. I tell them how much their program will cost, how long it will take, etc. An important point here is setting expectations and being realistic. 

Business development is a challenge for every industry, but the greater challenge is maintaining a positive and mutually beneficial relationship.

Snagging Headlines with Strategic Media Pitching

NeoFirma is a software company with a great story to tell, but getting the word out is a challenge since the target audience is scattered across the country. In order to snag headlines across the nation in a timely and effective manner, I worked with the client to come up with a plan to streamline the media pitching process.

NeoFirma provides software as a service to small to mid-size exploration and energy companies. These companies use the software to import information into a mobile device or laptop while still in the field. Previously, they used a pen and paper to get the job done. Great story, right? We thought so.

Most of NeoFirma's clients are located in the Southern energy producing states. The pitching process began with reviewing the target areas and client lists. Names of reporters who cover energy and technology were generated using multiple databases, and some good old fashioned internet research.

The list was honed slightly when we cross referenced the information with the company's current client list. This was an important step. We knew reporters would want to localize the story for their area so we focused our efforts in the areas where the company already has clients.

A press release was developed and then the pitching began. We crafted an email to pique the interest of specific reporters, and followed-up with phone calls and emails. Once they got the gist of the story and showed interest we provided them with whatever they needed to get the story written - an interview with the president and clients in the area, logos, client lists, etc.

Stories have been picked up and printed in Texas, Oklahoma and Montana. The expansive news coverage adds content to NeoFirma's website, can be made available in a sales kit and e-blasts, and will be critical to stepping up coverage to national trade publications.

Why Some Clients Won't Use One of the Best PR Tools

I frequently write case studies for my clients. We work together to illustrate how a recent service they provided brought value to an individual or organization. I use case studies to develop press releases, website content, sales kits, media kits, etc. However, some clients are hesitant to create case studies. Their reasoning can be understandable. Some have non-disclosure agreements, others fear their clients don't want the problem they fixed to be broadly known, and some are just humble and don't want to ask or "bother" one of their clients. Here's how I help them overcome these issues.

A non-disclosure agreement is certainly a valid concern. The client signed a document stating they won't divulge information about the company's trade secrets. However, case studies can be written in a broad manner in which specific names of companies are not listed. For example, instead of saying XYZ Engineering firm, the client could reference, "A mid-sized engineering firm located in the Southwest." Providing the actual name of the company would certainly provide greater credibility, but don't miss the opportunity to share your company's capabilities because of it. More than anything potential clients want to hear how you've helped other businesses like them.

There are many who can't freely tout the work they do by virtue of their industry. These people generally fix problems that their clientele don't want shared. For example, a security installation company would have a difficult time explaining the specifics of how it made an organization safer. The company could take a similar approach as previously mentioned. I've seen some case studies where the organization develops a fictitious name for the client. However, I think this is confusing, because a similar organization may come into existence in the near future. If you decide to go this direction make sure you note the client requested anonymity.

Finally, some people aren't comfortable with bothering their clients with something that might be considered trivial. However, most people, no matter what their title, enjoy the opportunity to help others. You can make it easy on your client by writing up a few paragraphs and asking for their approval. If they aren't comfortable with it then there is no harm done, however if they approve it, you've got a great study to share.

   

Let Your Audience - Not Your Ego Decide Where to Pitch

Every would-be rock star dreams of having their picture on the cover of Rolling Stone magazine. Nothing says, "I've made it," quite like a feature in the pop-culture publication. Though none of my clients are musicians, some have dreams of being featured in specific media outlets. I sat across a conference room table from a client who made a request for me to begin pitching Forbes magazine. I responded with a question, "What good would that do you?" Forbes magazine is a national publication which features the best and the brightest in business, but how would that help him sell more medical equipment in Dallas? It wouldn't. What might be good for your ego, won't be as good for your bottom line.

Target your media pitches to the publications your audience reads, and then determine which reporter(s) might cover your story. For example, if your key audience group is senior citizens in Dallas, than go after local newspapers. Aligning your media pitching goals with your customers' demographics will ultimately help you sell more merchandise and get the recognition you deserve.  

Get More Done by Resting Actively

Active rest is the term my personal trainer used to explain why my legs rejected walking and my arms wouldn’t let me pick up anything heavier than my laptop for several days after our previous session. The oxymoron describes how one can get a more intense workout by exercising one part of the body while another is recovering. Rather than three continuous sets of squats, we incorporated an overhead press after 12 reps and so forth. The concept isn’t unlike managing my public relations business.

Delayed approvals and postponed meetings can make the wheels of progress churn at a snail’s pace, and I’m not one who handles slow-motion well. The void created by a dearth of activities is frustrating, confounding and crazy-making. During these periods I purposefully put to rest my feelings about the situation and focus my efforts on other critical parts of my business. I fill the hours with networking, blogging, helping others, and developing new services and ideas so that I can maintain my sanity. These efforts don’t provide immediate monetary rewards, but quickly improve my mental state and have long-term benefits. 

Networking is a no brainer – getting out of the confines of my office provides a huge opportunity to get my mind off the pressures of the day, and of course meet potential clients. Additionally, I learned blogging has far more benefits than I anticipated. For example, nearly all of my potential clients review my blog before our first in-person meeting. However, I started a blog as an opportunity to grow in my profession and to keep my writing skills sharp.

When looking for short-term ways to provide assistance to others, I try not to over think the opportunity. I’ll spend a little time on Twitter, LinkedIn, etc. and see who has requested a re-tweet, or needs a little help promoting an event. Finally, as a true entrepreneur, I’m always working on a new service for my company or business concept. This gives me the opportunity to continue to evolve and learn.    

Sitting still for too long weakens your mind and your body. Flex the muscle between your ears and move in the direction of progress.

5 Ways to be Strategic in Chaos

I recently came across a story on Inc.com titled: The 6 Habits of True Strategic Thinkers. Written by Paul J. H. Shoemaker, the article got me thinking about my time in corporate public relations. I have never struggled more with making time for long-term planning than when I was director of public relations for a large hospital system. My days were jammed with pressing issues. Between phone calls, emails, meetings, media requests, and matters with patients - there was little time to plan for the future. While the story aptly covered the habits of strategic thinkers, I would add an addendum - how strategic thinkers get strategy done. Here are my top five ways to stay ahead of the game.

1. Schedule time on your calendar once a quarter to leave the office and work on your long-term plan. The key phrase is leave the office. The harder you are to find, the more you'll get done.

2. Create a status report so that you may track progress in writing. This is a basic document which can be easily created. Include tactics, people responsible, dates, progress. Commit to updating it every week - this will keep you accountable.

3. Formulate a network of others who are in similar positions at non-competing companies. Discuss your plans with them and they will help you identify strengths, weaknesses, opportunities, threats, etc.

4. Keep the plan in plain site. Squirreling it away just gives you an excuse to avoid it.

5. Protect your time and question busy work that comes your way. For example, one of the best ways to free up your time is to scrutinize your calendar. If someone requests a one-on-one meeting, see if you can handle their request with a phone call. Handle as much as you can via email and remember - people pay you to get things done, not necessarily do them. Delegate as much as you can.

Being strategic is more than keeping your head above water, it's changing the way you work so that you can achieve long-term goals while improving your efficiency and hopefully, your company's bottom line.

The Eggs, The Basket and Public Relations

You've heard the phrase - don't put all your eggs in one basket. Obviously, its good sense to diversify and protect what is yours. The concept crosses over from food into finances, and the fundamentals of public relations. This might seem like a strange position from someone who owns her own public relations company, but I struggled with working with only one large agency when I worked in the corporate world and have watched others grapple with it, too.

The concept of one-stop shopping is appealing, but if all your efforts - public relations, advertising, marketing, etc. are going through the same company - be prepared for some challenges. Some of the pain points I experienced included:

-larger companies can't always turn projects around on short notice

-if you become unsatisfied with the service you are receiving, severing ties can be difficult. Your agency is likely to be the liaison between many important subcontractors - such as graphic designers, web designers, etc.

-it is difficult, even for large companies, to be the expert in everything

So how do you work around this? Consider bringing someone in on a project basis. Notice I said "someone" and not "company." Adding on a competing agency will only increase your challenges with your current agency, and won't solve any of the problems outlined above. In my case, we discussed our decision to bring on an independent PR practitioner with our agency before we actually did it. We explained this was simply a new project we were given and we wanted to take the opportunity to have one person solely dedicated to this initiative. We weren't interested in severing our ties, we just wanted more options.

Executives: Take a Leap and Elevate Your Division with Public Relations

New Year’s Day is for resolutions, and Leap Day is for action. I recommend everyone start each day with the most important action – promoting your good work. Most of us tend to think of using public relations efforts as an external function – media relations, newsletters, blogging, etc.  But your clout within your organization is just as important. We live in a lightning-fast get it done yesterday, what-have-you-done-for-me-lately kind of world. In this day and age proving your benefit to your boss is good, proving your benefit to the entire company is better.

Sharing your wins throughout the year with the decision makers and the rest of the company will be of most help to you during budget reviews, requesting additional employees or outside resources. So, where do you begin? If you don’t provide oversight to the public relations department director then go knock on the PR director’s door. Tell (in most cases her) you want to try something new. Explain you want to demonstrate your division’s successes, and that your proposed methods will help get the word out about what you do and improve employee morale in your area. Review your options for promotion. Will she give you a few inches in the company’s internal newsletter, or space on the intranet? Maybe you could work with the company’s graphic designer to create a simple email template? Take whatever help she’s willing to give.

The next step is to plan out how frequently you can commit to this. Once a month would be ideal, but you’ve got to make sure you’ve got the content for it. The content should focus on how your division is helping the company advance it’s goals. Has your division’s actions helped the company get closer to meeting it’s financial goals, or improve customer service? Was an employee in your area recognized for any reason? Do you have interesting facts to share about your division – number of calls you receive, or requests you tackle? Don’t over think it. Make it simple and easy to understand. Use bullet points so people can understand it at a glance.

Before sending out the agreed communication method to the entire company, make sure your boss sees it and approves it. He or she will want to be kept in the loop. Print it out and make sure copies go in board members’ packets or any other communication executives receive. People will take notice and this will draw interest and excitement to what you do. This is a simple step, but will definitely draw attention. Plagiarism will run rampant throughout the organization as other divisions catch on, but that is ok. You were first, people like it, keep doing it and don’t stop.  You will continue to impress people with your consistency and proven results.  

You’ve Just Been Cast as a PR Leader – Now What?

This weekend’s Oscar Academy Awards show has me pondering the roles of newly made public relations leaders who are far from being typecast. This economy has companies shaking up the responsibilities of executives, directors and managers. So what is one to do when they’ve been surprisingly granted a part as the chief communications advisor to the executive team, or director of public relations? Here’s where I would begin.

Request the following from the public relations department:

-organizational chart and job descriptions
-vision statement
-strategic plan
-status reports
-standard operating procedures
-communication pieces – newsletters, brochures, e-blasts, fliers, etc.
-approval process
-crisis communication plan

Initially, the last two bullets are the most critical. You’re now responsible for whatever materials come out of that department – both internally and externally. Find out what communication pieces are reviewed at the manager, director and executive levels. Those which target an external audience are the most critical and require the most scrutiny.  

If your request for the crisis communication plan is met with a blank stare, you just found your first project.  All organizations, large and small – for profit and non-profit, have an equal opportunity to find themselves thrust into the spotlight.  You’ll want to ensure talking points for the organization are accurate, determine how media calls are handled, who speaks to the media, who has had media training and who has not. That’s enough to get you started, but trust me – there’s more.

Your new role is exciting, but if your background doesn’t include anything related to communications or public relations be prepared for some potentially dramatic storyline changes. Are you ready to take a call from an investigative reporter, handle the fallout from a typo in a brochure misrepresenting your company’s annual revenue, or bring together community partners who are vital to your organization’s success but want nothing to do with you or your business? Don’t go it alone. Even Brando had an acting coach.

Ever been in this situation? Share your advice or experiences below.

Ace a Radio Interview and Get Requested

I prepped my client Teresa Berg Photography this week for an interview with Martha Stewart's radio program, Morning Living. Preparation for radio is different than other mediums - particularly since this one was going to be over the phone. There are two big challenges to overcome in these kinds of interviews:

1. You can't see the host so you can't read their visual cues. You don't know how long to speak, or if you're answering their question correctly until someone interrupts.

Solution: If you can, listen to previous interviews or stories the reporter/host has done. This will help you get a feel for his or her style.

2. If an audience member misses your name off the top of the interview, they may never know who you are. Unless the radio program puts your information on the show's website - you're out of luck.

You can overcome this by saying your name repeatedly in robot-like fashion, but the chances are you probably won't get asked for a second interview. So, how do you maximize your interview time, without over doing it?

Solution:

• Provide the producer or reporter your background information including: years of experience, books written, website link, awards won, etc. Include a list of questions you are frequently asked by clients and customers. This will help the host frame their questions, and make them aware of your credentials.
• Make sure your website is up to date with resources, case studies and links. When asked a question that requires more detail or examples, mention your website, blog, etc. This is helpful to the audience, and might encourage the station to link to your website.
• Write a list of talking points and keep it next to you for quick reference. This will come in handy if the interview picks up the pace or if a question takes you by surprise. 

Depending on the show, radio interviews can last for a few minutes or much longer. The best part about the experience is it will likely feel like a phone conversation with a potential client rather than a formal interview. But don't let your guard down too much - you might be in your sweat pants and tennis shoes, but you're still representing your company. Be informative, helpful and remember your talking points, and you're bound to get requests for more airtime.

Authentic: The Now Word for PR and Everything Else

I appreciate words. My ear is always searching as someone else is speaking, listening for those uncommonly used descriptors and phrases. Occasionally, a word will creep into conversations repeatedly. For the last two months I’ve heard the same word mentioned while having lunch with friends, meeting with clients, listening to professional presentations, sitting in the church pew, and even while shaking hands with new acquaintances. When people who have no connection let the same utterance slip between their lips in such a short period of time, it’s time to take notice.

“Authentic” is the word of the moment. As I ponder its meaning, I’ve noticed that clients and others around me who have focused their efforts on living and working in an authentic manner have been more successful.

Much time could be spent on dissecting the meaning of the nine letter adjective, but I will limit my focus to how it applies to public relations.

Crisis Communications: Staying true to who you are/ your company’s mission means you will weather the event far better than lying, back tracking or attempting to deflect the attention.

Media Relations: Authentic people and their companies get more coverage. It is as simple as that. The college planning company that donates time to teaching parents about how to send their kids to school without going broke, the photographer who saves dogs lives with her portraits, and the private aircraft support company with a customer service program modeled after the Ritz-Carlton.

Community Relationships: An honest approach to partnerships will produce stronger connections and better outcomes.

Keep in mind that authentic doesn’t mean altruistic, it just means the organization is true to its message. Some of the most authentic companies that come to mind quickly include TOMS Shoes, Southwest Airlines, Rolex, and Starbucks.

Share your thoughts on the brands you think are the most authentic in the comments section below.

Celebrating New Hardware

Saturday night I received a shiny piece of glass courtesy of eight fellow business owners. Every month I meet with a small group of presidents, CEOs and/or chief cook and bottle washers in a small conference room for four hours. Each of us represents a different industry, and possesses varied experience and expertise. Our self-imposed jury-like seclusion helps us give our full attention to each others most pressing issues.Together we work to solve each others problems, commiserate and celebrate successes. We are members of The Alternative Board, (TAB) an organization which supports small business owners.

My advisers and friends proved their generous nature by voting me Board Member of the Year (technically, my board celebrated a tie between myself and Jennifer Carter who is owner of Talem, Inc., an environmental lab.) The criteria for the award, as I recall as it was shared with me while I scribbled two names which were not my own a scrap piece of paper, included demonstrates the values of TAB, participates, provides guidance, helps others, etc. Ed Riefenstahl, the executive director for the Fort Worth TAB chapter and TCU professor, gave me the award and a pat on the back. For both, I am grateful.

You have to be a business owner to be a TAB member, but I recommend a board of advisers to everyone. We all need support, wisdom and ideas of those who have no interest or investment in us other than witnessing our continued success.

And to my fellow honorees on my board and the others, congrats!

Jennifer Carter, Talem, Inc.
Steve Denny, Web Active Directory
Marc Meadows, Meadows Analysis & Design

E-mail Snags 90 Sign-Ups in 90 Minutes

Every professional speaker hopes for a standing room only crowd. There are several ways to increase the odds of meeting this goal – besides removing all the chairs from the room. Knowing your target audience and leveraging good promotional efforts are at the top of the list. For example, a recent email promoting a client’s free educational seminar produced rock star-like results. The communication was basic in nature and contained no super whiz-bang graphic elements, but still managed to generate an overwhelming response.

Kevin Campbell is the president of College Planning Authority and is passionate about saving families money on the cost of college tuition. He works with dozens of clients one-on-one, and as a community service Campbell speaks to civic and professional groups about college planning. We recently began contacting employee wellness groups about his free presentations. Companies who value their employees enough to have a wellness program know the stress related to money management spills over into work productivity. The organization we targeted had never presented this topic before so we had no idea what our results might be. Campbell's typical engagements garner about 40-50 people, so we hoped for at least that many. However, we never imagined to “sell out” the free event. We provided the following email, and managed to get 90 reservations in 90 minutes.

Subject - Wellness Committee Presents - Save Thousands on Your Child's College Tuition

The Wellness Committee presents "How to Pay for College Without Going Broke" - noon, Jan. 20 at (location).

College Planning Authority is Fort Worth's first comprehensive college planning company. Kevin Campbell is a college planning expert who has been interviewed by WFAA and CBS 11 news. As a service to (business name) employees, he will provide all the inside secrets to saving thousands of dollars on your child's college tuition. Parents of high school students are highly encouraged to attend.

Today, a four-year degree at a state school costs approximately $100,000 and the price is expected to increase. Find out what you can do to lower the expense - by thousands of dollars. You'll get inside tips on filling out application forms, financial aid, scholarships, standardized testing and more. You will also see specific examples of how hard working families have missed out on savings. Sign up today so you're in the know!

 

That's it! The registration email was far from revolutionary, but incredibly successful. The key elements to the high response rate include:

• the built-in audience for the employee wellness program

• the source – the email came from the program director program - not the client

• the client’s expertise and results

• we made them care, if they didn’t already, about the topic by providing the facts on the astronomical cost of tuition

• a sense of urgency communicated at the end of the email

Target your audience, have the information sent from a trusted resource, communicate the problem and objective in a concise manner, and you too could be speaking to a packed house.

Eat Your Broccoli - Plus More Sound PR Advice

I have a four year old who loves broccoli. Lucky me. There is no coaxing or cajoling – I just put it in front of him and he eats it. If only public relations was as easy.

We don’t always want to do what is best for us. So what do you do or say to encourage someone to do what is right rather than what is fun, easy, or just more appealing? Consider the following:

-Show them the money. This is one of the most persuasive arguments. If an idea doesn’t make sound financial sense, most will shy away.

-Provide examples of other cases where the method proved ineffective.

-Consider a phrase such as, “It is my recommendation that we not go down this path because… However, we can proceed as you see fit.” This lets the individual know you are serious, but not inflexible.

Remember that eating veggies can be a bitter experience to sugar-infused taste buds. Always leave the door open for communication and explanation.