Tuesday, July 31, 2012

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….

Thursday, July 26, 2012

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.

Wednesday, July 11, 2012

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.