Filed under: Social Media | Tags: 2011, audience, Charlotte, communications, PR, research, social media
My initial response. Photo by Corbis.
It happened again. I overheard a seasoned communications professional say, “she’s young, so she gets all that social media stuff.” Seriously? I feel like a broken record – just because we have new communications tools (digital media, new media, social media…) doesn’t mean that basic communications strategy has changed. And it’s about much more than Facebook – what about the fact that there are more than 5 billion people using mobile phones across the globe?
Do you have to be young to embrace new tools? I certainly hope not. (Reminds me of this controversial comment from a Charlotte marketing panel a few months back – really made me feel better to review these comments again!)
I allowed myself 5 minutes of frustration. I boiled in it. But then I realized something – those of us who are “young,” (whether that’s your actual age or your state of mind) and who try to embrace new communication tools actually have the upper hand. So what if only 1 in every 5 new media platforms will eventually become essential to your business? Don’t you want to be the one who “gets” it when it does?
I do.
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: behind the scenes, Uncategorized | Tags: backstage, communications, PR, preparation, public relations, research, social media
From Flickr photostream by Danielle Pearce
All the world’s a stage, and all the men and women merely players: they have their exits and their entrances; and one man in his time plays many parts, his acts being seven ages.
-William Shakespeare
One of my Twitter acquaintances and a fellow solo PR pro, Shonali, posted an article today that got me thinking: If I can’t communicate to my own friends and family what it is that I do as a “PR” or “communications” expert, how can I expect to communicate well on behalf of my clients?
As a freelance communications professional, it is hard to fit what I do into just one box – it’s PR, writing, editing, strategic thinking, implementing and learning about social media, etc. etc. Generally, these could all fall into the category of “communications.” Hence, my approach to “Backstage Communications.”
However, I also do believe that all of these jobs fit into a larger understanding of public relations. My own definition of PR is very simple: it’s how you communicate your messages to the audiences you care about. As Shonali points out, it’s so much more than just press releases, media relations and publicity. She puts it this way:
It means figuring out
What your story is,
Why it matters
Who you’re trying to tell it to, and
Where, When and How you’re going to do it.
Seems simple, right? Well, so do some recipes. But that doesn’t mean that I end up burning dinner if I don’t plan ahead.
Figuring out the answers to these questions generally requires copious amounts of research, many, many drafts of message development, blood, sweat, tears and finally more research.
Those of us in the communications and PR professions will continue to have to help people understand what we do. (I’m pretty sure my dad still thinks I’m in advertising, despite numerous attempts to explain the difference).
Maybe we are all so focused on delivering the best strategies and exploring the most innovative tactics for our clients that we don’t have time to explain and revise our own job descriptions. And if that means more people will pay attention to my clients instead of my own behind-the-scenes work, that’s ok with me. After all, I’m just setting the stage for my clients to shine!
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: 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 | Tags: 2010, Charlotte, communications, research, ROI, social media
I wanted to share today’s story written by The Charlotte Observer‘s social media reporter, Eric Frazier. It’s a great recap of a meeting of local social media minds that I attended yesterday – put on by Social Media Charlotte.
Fittingly, the title of the presentation we saw was “Social Media ROI – Necessary, but not Evil.” Measuring the power and the expense of social media is top-of-mind for many business owners. We know that social media is important, and we are learning how to do it. But how much does it really cost, and how much return on that investment can we expect?
If these are questions that you ponder, I encourage you to read Eric’s recap of the meeting for some ideas. If you are on Twitter, follow #smbCLT for updates. I’m excited to continue working with such a smart, proactive group!
Questions? Feel free to leave comments so we can discuss.
Filed under: behind the scenes | Tags: 2010, communications, competition, goals, plan, research
“Research is to see what everybody else has seen, and to think what nobody else has thought.”
Nobel Prize-Winner Albert Szent-Györgyi
How well do you know your competition? How well do you know your customers?
When putting together a business proposal, many entrepreneurs and small business owners will do competitive research to build a business strategy. How long has it been since you really dug into some research? It may be time to shake things up to stay ahead of the game and to deliver fresh ideas.
Research can be intimidating – charts, data and time-consuming analysis. But who says all research has to be scientific?
Social media helps make research simple.
1. Tweet to Compete.
Specific Twitter tools such as TweetDeck, HootSuite or simply Twitter Search can help you track what your customers are saying about your company and your competitors, research who is talking about trends in your industry and find out what customers want.
For example, if you own a lawn maintenance company in Atlanta, GA, try using TwitterLocal to search for words like #grass, #lawn, #drought or #garden. You will find potential customers in your area – create a list of them, respond to their tweets to build a relationship first, then offer your services and follow-up. Find out how your competitors are using Twitter (if at all) and do it better. Twitter is one of the most effective tools for eventually building relationships.
2. LinkedIn is your Friend.
Though it isn’t as well-known as Twitter or Facebook, LinkedIn is a valuable tool for business research and networking. Business owners can easily search for competitive companies in their area, join groups to find other industry professionals or fans, and connect directly with business partners or potential customers. Your customers will be able to find your company more easily, recommend your business and provide feedback if you maintain your own company’s LinkedIn page.
For example, the owner of a coffee shop in Seattle may want to join the Seattle Start-Up Club to network with area entrepreneurs, or Seattle Gourmet Foods to research potential partnerships.
Guy Kawasaki posted a helpful article on his blog this week to help SMBs create opportunities using LinkedIn.
3. Face it: Facebook.
You know you like sharing with your friends and family on Facebook, now make it work for your business! Create a business page for your company to begin gathering feedback with your customers and fans. This week, a social media company announced that they consider Facebook fans as earned media – worth $3.60 each, to be exact. But more important than measuring your social success using numbers, use Facebook as a tool to ask your fans questions and allow for feedback. Be prepared to be as transparent as possible and take the good with the bad – it’s most important to gather information from people who are dedicated enough to become your fan.
SAS Cupcakes, which has locations in Newark, Del. and Charlotte, NC recently used Facebook to advertise an in-person taste test and gather feedback from some sweet-toothed customers. This is just one great way to use Facebook to connect both online and in person!
Small Biz Trends has some more great tips for utilizing Facebook here.
If you’re really ready to “keep tabs” on the competition, Inc. Magazine has a guide for you here.
Remember that research never ends – but it doesn’t have to be a daunting task on your to-do list. Set up a weekly research plan as part of your larger communications strategy. Don’t rely only on Google only – there are so many tools that you can use to strengthen your business. Have other examples of how businesses are using social media for research? Feel free to leave comments and share.
