business | Words For Hire

Is Your PR Strategy Crazy?

March 10, 2011 by Karen Swim

Image by Picture Taker 2 via Flickr

There is an old adage that all publicity is good publicity and I vehemently disagree. Visibility at all costs is not only ineffective but can be dangerous to your brand.

The discipline of Public Relations (PR) seeks to communicate, and influence perception. It is not carried out in a silo, with haphazard strategies but harmonized with marketing, branding, sales and every other part of your business. The symphony of your efforts are ultimately judged by customers, for if they’re not paying to hear the music you have no reason to play. Visibility in and of itself is not the goal, but being visible, relevant and respected by the right people.

These days, I can understand why many would confuse visibility with sustainability. Losing it seems to be an effective media relations strategy. Become a train wreck and people show up to watch by the millions. Get arrested, drive drunk, flub the lyrics to the national anthem or just plain lose your grip on reality and you become a media star. In spite of the seemingly effortless publicity generated, I do not recommend ‘crazy’ as a PR strategy. However, if crazy is your brand and you want to be known as an unhinged bag of nuts who is the punchline of loser jokes, go for it. For everyone else there is a better way.

Outside of the realm of comedians and celebrities, your PR efforts should help you gain respect. You want to gain attention for what you know and offer; for being a leader in your space rather than an unfortunate break with reality. Visibility at all costs is not the best path to creating longevity in your market. Trust is an essential component of the sales cycle, but also of your staying power. People need to trust your brand and brand promise to purchase from you. Bad behavior may grab headlines but it does not translate into sustainable relationships with your customers. Further, eventually someone else will trump your bad behavior and you will become old news.

A far better approach is to build your brand with purpose. Be strategic and purposeful about who you are and how you present yourself to the market. Brand perception is in the eyes of your consumer but you can influence that perception for good or bad by what you do and say. Be visible for the value and solutions you offer to your market, and leave the meltdowns to those who are pros at entertaining.

How Connected is Your Team?

October 18, 2010 by Karen Swim

: Image via Wikipedia

Years ago I worked for a clinical laboratory. As part of my new hire training, I spent a day in each department. I sat and listened to Customer Service Reps handle calls from clients, I rode with one of the drivers to pick up specimens, spent time in billing and went into the lab in the middle of the night to observe the testing. I worked there for almost a decade and never forgot the experience of the training.

By seeing all of the parts that made up the whole I had an acute understanding of my role in the company. I was in Sales and my understanding of the whole gave me the knowledge to communicate with existing and potential clients. Because of the engagement created during my first week, I routinely spent time with other departments and when problems arose I was able to work as part of a team to quickly resolve it.

Numerous studies over the years have validated that when employees feel connected and purposeful, their productivity and performance is high. However, far too often organizations miss this critical step. They may incorporate it into training, as my company did, but fail to nurture it over time. Employee engagement requires an ongoing organizational wide commitment to ensuring that employees feel valued and connected.

It’s human nature to want to feel connected and valued. As you’re creating value for your customers, don’t forget the people that pull together to make that happen. Take some time to make sure that they feel connected and appreciated.

How do you nurture engagement in your company? If you’re an employee, how does your employer make you feel valued?

Empowered Employees Generate Great Customer Experiences (customerthink.com)

Get Media Coverage and Build Your Brand

October 13, 2010 by Karen Swim

: Image via Wikipedia

This is a guest post by award winning and Emmy-nominated TV journalist Dwann Holmes Olsen. One short year after coming off the air to focus Media & Marketing for Non-Profits and SMBs, Dwann was named (1) of 30 Future Leaders of America by Ebony Magazine. With a long history of success, Dwann now helps ministries and business owners with marketing and media relations.

Years ago when I first started off in business on my own, it seemed like I was featured in the media all the time! Every where you looked, there was my head-shot with a different story.

Once the first article came out, I noticed something. More and more reporters started calling and with every new article, there seemed to be a new burst of energy from within and even on the outside.

No, the phones didn’t start ringing off the hook, but there was some clear indication that overall interest and website traffic spiked every time my company was featured in the media. Then next thing you know, one article led to another, to another …all without me having to spend a dime on lofty magazine ads, although I always made sure to have some sort of affordable media presence in my community so that by the time the articles and coverage started flowing, my brand was somewhat recognizable.

Then years later as I began to study what kind of stories seemed to draw the most attention, it was quite obvious.

HONORS & AWARDS!

Anytime you can win some sort of award, trust me, the buzz about your business will keep building.

For instance, when I was named one of Ebony Magazine’s TOP 30 FUTURE LEADERS of America, it seemed like everyone I knew was just as excited as I was. Not only did my local paper do a blurb on it but my hometown I grew up did one, so did my birth city. But that wasn’t it. My Pastor announced it from the pulpit, the Chancellor of the University I graduated from sent me a letter and the college paper announced it as well. It was like INSTANTLY, my credibility was being leveraged, in ways I never imagined. All because I had a goal of wanting to be featured and I had a magnificent producer who worked to make sure my “entry” packet was stellar.

So, today I want to encourage you to set your sights high and GO FOR IT!

No matter what industry you are a part of know that there is always some sort of award, honor or competition you can strive for that could potentially net you spectacular complimentary press from all kinds of media outlets. (TV, print, radio etc…) (Tip: Use AwardSync to find awards by topic, region, role and more)

Just follow these simple steps to get started.

Get Research: Take your time and find out about the prestigious local and national industry awards that you or your business may qualify to compete in.
Get connected: Do your best to join at least (1) local and (1) national industry specific trade organization that will help keep you in the loop regarding competitions
Get Busy: Once you’ve done the research and gotten connected it’s time to GET BUSY and start apply for competitions. Since there is normally a cost associated with the application I recommend doing this on a quarterly basis and budgeting a certain amount of your funds for competitions.
Get Coverage: Once you start winning or even placing in the TOP 5, it’s time to GET COVERAGE by creating and distributing professional press releases regarding your recent honors.

There’s NOTHING like being honored by a group of peers, especially those who are clearly at the top of their game in your industry.

Unfortunately, many solo-preneurs seem to forget or don’t seem to realize that good news surrounding winning a local, national or even international award is definitely worthy of announcing.

Meaning, it really is okay to brag on yourself when you are singled out for a stellar contribution. What’s even better is that the news media are the ones reporting on you, which in turn helps add a little bit of influence and integrity to your brand.

The great thing is that after you win, you are then able to create a press release that any local news outlet would want to highlight, especially if it looks like you’re a local SUPERSTAR right in the midst of your community.

That’s when you have to be prepared to Tell Your Story Like a Pro!

Is media a part of your marketing strategy? If not, why haven’t you leveraged this tool yet?

About Dwann Holmes Olsen

Dwann Holmes Olsen helps small to medium sized businesses, entrepreneurs and ministries with their media and marketing strategies through coaching, consulting and producing. You can learn more about her signature media coaching program for business owners at Tell Your Story Like a Pro .

Secrets of a Solo Business Owner

October 10, 2010 by Karen Swim

I had a chance to interview, Solo Business Coach and Entrepreneur, Trish Lambert recently. Trish has decades of experience as an entrepreneur and was leveraging remote and distributed work teams long before it became the new work model. She has a particular passion for solo business owners to which she devotes, Success in Sweatpants a division of her long standing business, 4R Marketing. In this 2-part interview Trish shares her passion for solos and offers some words of wisdom for solo business owners.

Your practice focuses on solo business owners, what drew you to this segment of the business community?

A mix of things. For one thing, I became a solo business owner for the second time in 2005, having finally run metaphorically screaming from the corporate world. I know I’m not alone in finding corporate life stifling and unsatisfying, and I have great empathy with other “defectors.” Second, I have probably hit every pitfall and pothole in the process of building my business, and I would like to help other solo business owners avoid at least some of those as a result of my coaching. Another thing is that I think solo business owners are taken advantage of, whether unintentionally or on purpose, by a lot of business experts who are more interested in their own fame and wealth than in following through on the claims they make to attract clients. I want to offer an alternative that delivers on its promises.

What are the key differences between solo business owners and other small business owners?

I think that the key difference is in their objectives. The solo business owners I work with intend to stay solo. They will certainly delegate parts of the business to subcontractors, but they have no desire to hire employees, have a big office, or stockpile inventory. They want to stay solo and maintain a lot of agility in their businesses. They want to have what I call a 360-degree life—that is, they want their businesses to fold seamlessly into the other parts of their lives. Small business owners, for the most part, have different objectives. They may be building something to pass along to the next generation, for example. Small businesses are not as agile as solo businesses because they have an infrastructure with employees, capital equipment, business loans and other things that limit their range of movement in the marketplace.

What do you think 2011 holds in store for small and solo business owners?

I wish I could say that I think we are going to get out of the hole we’ve been in. After all, “they” have said that the recession is over. If that is true, that’s great, but I think it will take some time to trickle down to us. I think the best approach to 2011 for small and solo businesses is to expect another year of the same, and take the right actions to stay in business. If things get better, that is excellent, but I think we need to err on the conservative side.

What are the key things that solos can do right now to prepare for a strong 2011?

This is the time of year when I encourage people to look really closely at their books. What can they do now to ensure that there won’t be a revenue dip in the holiday season or a lull in January? What expenses can they pare down or eliminate so that they are more streamlined financially?

I also encourage people to review their marketing activities. How effective are they? What needs to be changed or dumped? What needs to be added? Can you get more creative in your marketing? Put plans in place to have a big marketing push after the holidays, because people are in “renewal” mode then and they may be more likely to purchase products and services that they would either not buy or would waffle about at other times of the year.

Do you have questions for Trish? Please ask away or add to the discussion in the comments. Trish is currently running a contest for solo business owners and in part II she will share the behind the scenes experience and the lessons learned from developing and executing a contest. I hope that you’ll not only enter the contest but come back and read part II of the interview.

Trish Lambert is a solo business coach and entrepreneur. Her coaching helps solo business owners to stop spinning their wheels and produce the right results in their business. A fervent believer in no gimmicks, just RESULTS, she helps solos to move forward toward their goals.

In Defense of Selling

September 30, 2010 by Karen Swim

: Image by paganites via Flickr

There is a growing movement of people that seem to believe that selling is equivalent to the old style peep shows frequented by dirty old men. They’d rather we all hold hands and sing songs around the campfire. I love a good round of Kumbaya as much as the next person but campfire songs don’t pay my bills. Crude of me to say I know, but I am rather fond of the basics of life such as shelter, electricity, indoor plumbing and at least one meal a day.

I am all for engagement, and authenticity but wonder if we have gone overboard. While the way we market and sell continues to evolve, the activities cannot be eliminated. If I listen to this growing contingent, I am never to ask for business and when I do receive it because I played nicely with the kids at camp, I am to perform the work and then apologize profusely for charging for it.

Hogwash. While I am not a fan of ONLY talking about yourself, and pushing your products like a crack dealer on a street corner I am quite passionate about my work. I have clients who are doing amazing things. I love sharing their successes and am honored to play a tiny role in their business. Sometimes I will talk about that. And by golly while we’re singing if you express a need I am going to speak up! (Truthfully, I am more apt to recommend someone else because it’s not all about me!) Conversely, when you speak you can count on me to really listen and hear you.

Where on earth did we get the idea that we should be ashamed to be in business? The energy company never apologizes to me for taking my money, nor do any of the other vendors I pay monthly. Many make me feel good about CHOOSING them and express their delight I am a customer, but apologies? Never. And why should they? These vendors are providing something I want or need. I pay them in exchange for their products and services. We’re all happy even without the campfire songs. The songs are a bonus, either an entry or deepening of the relationship but not required for me to choose to do business with you. What is required is you delivering on the promise, you can sing all you want but in the end if you don’t do what you say it really won’t matter.

I’m cool with not being Facebook friends with my OB/Gyn. We’re quite personal enough, thank you very much. I don’t need my grocery store to follow me on Twitter and tweet me inspirational messages (although I do love coupons and sale alerts).

I love the conversations and friendships that develop via social media but I also have a responsibility to be a faithful steward to my business. This means I have to tell people I exist. I have to make money so that I can keep my economic ecosystem in balance. When I do the work, I also have to charge for it. I will not apologize for billing you but I will work my tail off to exceed your expectations. I will treat your business with respect and look for ways to add value, and I will let you know how much I appreciate you choosing me. I may even sing a song or two with you but I will not disrespect you by apologizing for the transaction.

So yes, let’s keep the engagement, bring it on! However, let us not hang our heads in shame or fear at respectfully engaging in marketing.

What are your thoughts? Is there a happy middle ground? Dissenting opinions are welcomed, disrespect is not so be nice to me and each other. 🙂

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