Filed under: Public Relations | Tags: authentic, communications, PR, PR and yoga
Public relations and the communications industry should take a lesson from yoga. We need more balance, more stretching and most of all, don’t forget to breathe.
Filed under: behind the scenes, Public Relations | Tags: authentic, communications, competition, customer appreciation, goals, preparation
image via hellocraft.com
“I dare you to think bigger, to act bigger, and to be bigger. I dare you to think creatively. I dare you to lead and inspire others. I dare you to build character. I dare you to share. And I promise you a richer and more exciting life if you do!”
PR professionals represent their clients 24/7. After a while, we start thinking about our clients 24/7. It’s a very real relationship – you can’t stop representing your client just because it’s the weekend and you want a break.
That’s our job, right?
(Sounds a lot like being a minister’s wife!)
I think that sometimes our client-centric thinking rubs off onto our clients, too. And that isn’t good. It may be the PR pro’s job to focus on the specific organization they represent 100% of the time, but if organizations only talk about themselves, people will stop listening.
If your organization’s goals include growing their database of supporters, becoming a thought leader in their industry or changing people’s minds about an issue, remember that in order to achieve those goals, you rely on other people. We must remind our clients: It’s not all about you.
We need to encourage them to think bigger and to thank bigger.
I’ve always heard that in order to receive holiday cards, you had to send holiday cards. This year, I definitely saw that to be true. It’s the same thing with your company’s fans, followers, supporters and employees. In order to get support, you have to give support. Relationships – all kinds – are built upon mutual support and mutual respect. Why would we expect our organizations to be respected if they don’t show respect to others?
So, PR pros, while your head is filled with questions like, “how I help my client stand out from the competition?” let’s encourage our clients to ask, “how many supporters can I thank today?” or “what organization is doing great things that deserves a shout-out?”
By nurturing your organization’s network now, you can be confident that they will be there for you when it counts.
Filed under: behind the scenes | Tags: audience, authentic, communications, research, social media
“The idea that men are created free and equal is both true and misleading: men are created different; they lose their social freedom and their individual autonomy in seeking to become like each other.”
- David Riesman
(Photo credit here)
Ah, the elusive communications strategy. Frequently also called a PR plan, a social media strategy, or perhaps talking points. Too often, it is just communications with no strategy.
How do you talk about yourself or your business? Do you use advertising, the media, social media outlets, blogs, websites or your own promotional materials? If so, those are all tools that you are using as part of your communications strategy, whether or not you name it that way.
But what I’m troubled by today is not the lack of strategy – it’s the lack of creativity in strategy. There is not a step-by-step guide that can guarantee success in communications. Why? Because everyone is different. As the quote above suggests, if all we are doing is seeking to become like each other (have you ever heard someone in a meeting say “we need to be more like – insert company name here”?), we fail.
Yes, you need a strategy. Preferably an overarching mission, some goals, and then strategies and tactics using different channels that will best connect you to your audience. But it’s not a “paint by numbers” process. Which means it’s not easy.
To communicate well, you have to do some deep digging – researching your audience, that community of people that you care about and want to connect with. Because ultimately, your organization is different than any other, and that is why your customers and stakeholders chose you instead of someone else.
Autonomy is defined as self-governing or independent. To me, communications strategies must be autonomous. Please don’t tell me that we should utilize a specific tactic just because someone else is doing it. Tell me why it would help me connect with my specific community. Why not embrace our differences and stop being followers?
Do you have a communications strategy? Do you follow it? Why or why not?
Filed under: my story | Tags: 2010, authentic, freelance, preparation, research
I’ve been on a journey of self-exploration for several months now. And during that journey I’ve discovered a few things, and become frustrated, and I’ve run in circles trying to “figure it out” like some math problem that I can’t solve.
I realized I’ve been focusing on the wrong question – What do I want to be when I grow up?
Instead, it’s so much more about my own development. It’s about self-improvement, step by step. So now, I’m asking the question, would I hire myself? Would I want to work with me? Why or why not?
Because, at the end of the day, it’s not about your company name or your title or even the industry you work in. It’s about your life. I’ve always heard from employers that it’s so much more about working with people who are smart, who are willing to work hard, who are flexible and fun to be around.
Would you hire yourself?
Filed under: behind the scenes | Tags: authentic, Charlotte, communications, customer appreciation, small business, social media
Gratitude is when memory is stored in the heart and not in the mind.
Today I passed a sign at a residential complex that said “Customer Appreciation Week,” and it got me thinking: why do we have to name specific weeks or days to express our gratitude for our customers, residents, clients or companies? Do you feel like a business really appreciates you if they give you a discount on Customer Appreciation Day?
I appreciate my clients. Business owners appreciate their customers. Why don’t we find more relevant, personal ways to show them that appreciate them? Work hard for them. Get to know them. Pay it forward. Let’s change the way we do customer appreciation.
Filed under: behind the scenes, my story, stories | Tags: 2010, authentic, business writing, Charlotte, communications, freelance, freelanceclt, goals, plan, preparation, small business, SMB, social media, Twitter, writing
The best antidote for fear is knowledge.
At last week’s FreelanceCLT event, one theme stood out for me – freelancers, not surprisingly, are afraid. Afraid of failure. Afraid of running out of money. And I know it’s not just freelancers and solo entrepreneurs, but those fears seem louder when you don’t have a salary and a 401(k) to fall back on.
I have seen a similar fear overshadow the confidence of small business owners. It takes confidence to start a small business, to quit a corporate paycheck, to go out on your own and put your stamp on the world.
So, why not name that fear and then do something about it? Are you afraid to start a company Facebook fan page, because you don’t understand the inner workings of Facebook and don’t have time to read a dictionary-sized guidebook about it? Are you afraid that you won’t be able to track your time, your invoices or deal with the IRS?
My philosophy? Jump in, get your feet wet, and then change and grow as needed. The world will not stop to let you catch up.
I am not a blogging expert, but I started one. I am not an expert at naming a company, or putting together invoices, or going after new business – but I didn’t wait to become an expert first. I’m learning as I’m doing – isn’t that what the “real world” is all about?
None of us had a Twitter handbook when it first came out. But I didn’t want to wait for one – I wanted to find out for myself. I think many of us who are freelancers or small biz entrepreneurs have that itch within us. So why do we let fear take away that drive for knowledge?
So today I say to you – just do it. (thanks Nike). Just start that Facebook page, create a Twitter account, put together an invoice system – put pen to paper and just go. You will be amazed, once again, at what you can do. And when you need help, just ask.
Filed under: behind the scenes | Tags: 2010, authentic, business writing, communications, crisis communications, goals, plan, preparation, research, small business
Before anything else, preparation is the key to success.
I really hate it when a blogger stops creating new content for awhile, then comes back and apologizes, offering excuses about why he or she has been offline. As a reader, that can be annoying. But, as a blogger, I understand – sometimes you need a breather. I haven’t even been blogging long enough to need a breather, but here’s my excuse for you – I was moving! Hubby and I bought our first home, and moved in this past weekend.
In the midst of boxes, packing paper, paint cans and bleach, I started thinking about communications. Which can be a scary thing, especially when it’s late and I’m feeling a bit delirious.
The truth is, I’m getting sick of painting. I mean, you would think that being able to paint your own home would be fun! And it is…for the first room. But the catch is that I wanted to do it right. And to paint a room the right way requires a LOT of preparation. The painting itself is actually minimal compared to the amount of prep work. To do it right, one must:
- Fill in cracks and holes with putty (let it dry)
- Sand down any rough spots
- Wipe down the entire room with soap and water (let it dry)
- Tape every nook and cranny
- Cover the flooring with drop cloths
- Tape down drop cloths
- Prime the walls (let it dry)
- Paint the first coat (let it dry)
- Paint the second coat
- Pull off the tape
- Let it dry
- Tape again – this time for the trim
- Paint the first coat (let it dry)
- Paint the second coat
- Remove the tape
- Touch-up any mistakes
It’s a ton of work. But, at the end of the day, I can tell which rooms have been prepped, and which ones haven’t. And, those walls aren’t going to be painted again for a long time. So, any mistakes will be there, day after day, for me to look at and wish I had prepped them correctly.
Obviously, the tie-in here is pretty easy to spot. “Preparation is key” is a tired phrase, but I think in communications it’s especially important to consider. Like paint on your walls, what you say, write or communicate will have a lasting effect. You want that feeling to be a positive one, don’t you? When considering how you will communicate, remember to properly prepare.
A few examples:
Prepare for interviews – Communicating with the media can be a wonderful opportunity to spread word about your business or organization. Reporters frequently have short deadlines, so be proactive about media training or preparing ahead of time. Don’t get tongue-tied just because you are going to be on TV – make a lasting impression.
Prepare for disasters – businesses frequently end up spending a ton of money to clean up messes. I don’t have to name the most obvious example right now. Before a crisis hits, make sure you have communications plan and a team ready for anything. While no one can predict the future, the benefit of preparation certainly outweighs the cost.
Prepare for tomorrow - Twitter will not always be as popular as it is today. Each year will bring new technologies and new avenues for communication. Don’t get overwhelmed. If you prepare your messages ahead of time, you can spend more time keeping up with the latest trends and less time figuring out what to say!
And, after all that preparation, remember: sometimes, you just need to take a break.
Filed under: behind the scenes, Uncategorized | Tags: authentic, business writing, communications, competition, goals, plan, small business, SMB, website, writing
“Be yourself. Above all, let who you are, what you are, what you believe, shine through every sentence you write, every piece you finish.”
When my May issue of Inc. arrived last week, I turned immediately to Jason Fried’s article on business writing. So many of his points reflect my own thoughts about how businesses communicate, so I wanted to share.
He points out a few fun facts:
- Full-service solutions provider – A quick search on Google finds at least 47,000 companies using this phrase
- Cost effective end-to-end solutions – brings you about 95,000 results
- Provider of value-added services – nets you more than 600,000 matches
Jason goes on to give several examples of companies that are doing it right – with business writing that is fun, personable and clear. My suggestion? Think about your approach – how do you go about the writing process when you are creating copy?
Step one – Stop thinking about yourself. Sounds counter-intuitive, right? Once you have given blood, sweat and tears to build your company, your products, or your brand, you must realize that at the end of the day, it is NOT about you. It’s about your customers. What do they want to read? What will draw them to your company, rather than your competitors?
I hate filler. Don’t say the same thing over and over. Each sentence, each word must be intentional.
Bottom line – the words you use to describe your business could ultimately affect sales. Words are important. Is it time to re-evaluate your own business writing? Try this: read your website. Go through it line by line, and ask yourself – what does this really say? What do my customers want?
Don’t be afraid to be real! For some good examples, see Jason’s article. What other business writing have you seen that you actually enjoyed reading? Feel free to share here!
Filed under: behind the scenes | Tags: authentic, communications, plan, social media
“Do unto others as you would have them do unto you.”
You have heard it before. Perhaps you learned the phrasing in elementary school or a place of worship. I doubt many of us actually remember learning the infamous “golden rule.” But how long has it been since you really thought about how that rule applies today?
When it comes to communicating with social media tools, the golden rule is key. Think about it: If you have a blog, you may hope that people will comment on your posts, link to your blog or include you on a blogroll. But if you aren’t doing that for other blogs, why should you expect a favor in return?
I forget this sometimes. I read blogs of friends and colleagues and don’t always comment. I don’t always retweet links that are interesting. But if I want to build my online presence, that’s exactly what I should be doing. The same applies to any organization or business.
Your challenge? Take initiative. Add cool blogs you find to your blogroll and post links on Twitter and Facebook. Rate local businesses on Yelp. Not just so they will do the same for you, but because you actually think they offer valuable content. Think WWRL – What Would Your Readers Like?
Do unto others as you would have them do unto you. It’s a community, after all – not a one-way street.
Feel free to leave any questions about linking, blogrolls etc. here!
