Tag Archives: small business

Taboos in PR, What the Biz Exec Needs to Know

Every profession has taboos and things that tarnish reputations and business efforts. Public relations is no different. By knowing the taboos, business executives can do a better job finding the PR team that fits their needs, budget and culture.

7 PR Taboos Revealed, Attention Business Executives

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  1. A Press Release Is Not PR. No matter what anyone tries to sell you, one press release is not a business-changing event—or a public relations (PR) program. It is one component that is usually overused and sometimes useless. Effective PR requires a PR person—someone adept, experienced, creative and comfortable walking the tight rope between client needs and reporter needs. And pricing? NEVER pay more than a $500-$1,000 for someone to write a press release. Ever.
  2. No Value. If you don’t value PR, don’t do PR. Often, PR is perceived as a necessary evil – and a drain on the marketing budget. If the executive team doesn’t believe it can add value, allocate dollars elsewhere. Better yet, have someone explain its value—and how it compares to other communications efforts.
  3. Trust or Bust. If you can’t trust ‘em, fire ‘em. There are quality PR agencies and people who know the rules and boundaries—and have the news noses that matter. Sadly, there are many who don’t.
  4. Play Fair, Play Baseball. Not every news release or PR story idea will be a home run. And nobody hits home runs all the time. Expect PR to be like a baseball game. Sometimes there are first-base hits. Sometimes there are strike-outs. Clarify and manage expectations starting from day one. Be specific. Be real.
  5. Avoid Long Legs. I hate to admit what I’ve seen in my career. I know agencies who strut in the young account ladies to woo the prospects – most of whom were all-male Boomers who lapped up the extravagant beauty in the room. Sexism in galactic proportion. Don’t fall for the oldest trick in the book. Good PR is not sex, sizzle, short skirts and long legs. It’s about news smarts, big ideas, hard work and persistent outreach—and usually works best when involving mature (old), frumpy guys and gals.IMG_8715f
  6. Know What You Pay For. So what should you pay for PR? It depends on scope and breadth, and monthly deliverables, all of which should be in a written plan. I’ve seen consistently successful PR programs for $1,500 per month (a small business client). I also recognize that PR programs can be $10K to $20K/month BUT know what you’re paying for, and avoid nickel-and-dimers.
  7. Madness Over Metrics. It’s the PR Achilles Heel. How the hell do you measure the value of a story in The Dallas Morning News? Is the story all about you? Are you one of several sources quoted in the article? Is your key message embodied in the story? Do you measure by number of “news hits” or rank stories in terms of message, or both? It’s a nightmare. Business executives rarely care to see anything except “tonnage”—the number of articles that includes the company name or an executive quote. There are tools for PR measurement. They cost a lot. In 25-plus years, I’ve had two clients willing to pay for such services. Work with your PR agency on the metrics. Stick to them and revise, as needed. Without metrics, there is no way to ascertain success.

This is not intended to assume that the PR industry or its people are largely flacks and quacks willing to cheat companies and clients. Not. Most PR people are hard-working, family-loving professionals doing a job. With integrity.

Now, share YOUR experience working with PR professionals.

Keep it PRactical.

-R

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Filed under CEO, news release, PR, PR agencies, press release, Public Relations, Small Business

Do Small Businesses Need a Marketing Communications Intervention?

Among small businesses, (500 employees or less), I find it rare that they much in the way of communicating with customers, prospects, suppliers, influencers, and even employees. Why? There are three primary reasons:

  1. Marketing is perceived as mysterious, and seems complicated.
  2. Sales is familiar and seems easy (I hire a sales guy, use Salesforce and dial for dollars).
  3. I’m too busy to think about it or do it (We’re developing products, ensuring service, hiring people, keeping people happy, fighting fires and meeting payroll, etc.).

When they meet communicators, they’re usually interested in what we have to say. We’re excited and more than willing to rattle off exactly what their business needs: “Social media is critical, public relations is essential and your website, sales materials and trade show stuff must be new, fresh, and compelling. And, of course, there’s the issue of your corporate brand and how all of this fits into an overall marketing communications strategy. So, let’s get started.”

The business owner is now catatonic. Eyes are glazed over. Is he or she breathing? Their business brains have gone straight to “oh my god”  and “there’s no way I can do all this—no time, no money, no people.”  We just assassinated our prospect.

Here’s how to slow down and showcase the role of marketing communications for small businesses in 7 simple steps:

  1. Break it down. No company can do everything all the time. Through a simple yet comprehensive planning session with the sales and executive team, we discover the business goals and efforts that are already planned. We align marketing efforts with business efforts. Business goals with marketing goals.
  2. Start small. If the business owner and the team are historically sales focused vs. marketing savvy, it’s critical to start small and get them comfortable with how marketing works—vs. sales. Starting small may mean implementing something as simple as a customer letter that is written, printed and mailed every quarterly. An easy First Step is a brief yet consistent e-mail “newsletter” to customers and prospects.
  3. Budget the basics. The same principle applies here. Don’t scope the marketing program so they have to put a lien on their building. Give them some practical perspectives, share a brief strategy/goals statement, and then break out the steps and tactics with hard numbers. Be precise and specific.
  4. Stay nearby and navigate with care. I find that entrepreneurs thrive amid chaos so keeping efforts focused, synced and timely are often the most difficult parts of the project. Pre-scheduled status meetings per week serve to remind everyone “who’s on first.” Keeping everyone committed, aware and engaged is 95 percent of the success factor.
  5. Make it easy. Do everything you can to eliminate redundancy, delays and to-dos. If it gets you what you need to accomplish the task, meet your client for a drink after hours or do a phone call after they tuck in their kids for bed. Accommodate them.
  6. Show progress. Don’t go silent and not correspond with the client for a week. Tune in, communicate and let them know something’s happening. I add calendar reminders called “Quick Touch/Client A” just so I reach out—even if there’s not a lot to say. Quick and easy.
  7. Step back. In our quest to act and generate results, we may forget the most important action required with clients: to listen. They are the experts in their business. We need to leverage that so we can improve and advance their cause—and ours.

When clients and communicators combine their competencies, long term, the outcome is extraordinary. There is strength in relationships and results.

Please follow me at http://www.twitter.com/practicalpr.

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Filed under marketing communications, PR, Roy G. Miller, Small Business, Uncategorized

F is for … (It’s not what you think)

My kids, they’re ages 20, 16 and 12. Since the days my oldest thought I was The Great Oz, I’ve preached a strong message: There is No Use of the F Word in This House.

My youngest and I were playing hoops one afternoon when I blocked a shot. His brow furrowed and he began complaining. “Dad, you can’t do that, it’s not F—.” He stopped. “Dad, it’s not F-A-I-R.” He spelled the one F word I have never allowed. “I didn’t say it Dad, I spelled it,” he said with a grin. A proud moment, I must admit. Regarding fairness, nothing is and nothing ever will be.  So let’s get over it.

IMG_8715fFor business owners and communicators, there is one F word we never discuss. It’s too personal, invites vulnerability and rattles our confidence.

Failure.  It’s hard to admit. In my life? Oh my, let’s see:

  • Dadhood. My greatest desire in life was to be a great husband and father. FAIL. I just wrapped up a divorce. My kids are wounded as a result. I’m engaged, available, interested and active in their lives. I love them more than life itself. But I made mistakes. And we all pay the price.
  • Perfect PR. I am ambitious, creative and have the temperament that makes me “unique” and “quirky,” per a couple of clients. They qualified the statements, “in a good way …” Yeah. Ha. I strived for perfection for a long time. FYI, if you think you can achieve perfection, find the closest mirror, look at yourself and slap yourself. It ain’t gonna happen on this side of the universe.
  • Money. I had a Dad who was extremely smart and wise about finances. He paid for most of my college. I had a car when I was legal to drive. I had more than I even knew. I haven’t been that wise or savvy so my family’s in a different situation, to my chagrin.

And you? Can you admit failure, and learn from it? I can and can’t. Sometimes I avoid the issue. I deny. I dive into work or other things that distract me and keep me away from reality, recognition and admission. It’s like those 12-Steppers and that first step: Admission begins the road to recovery.

I’m sure not excited about failure in my life. And I offer no Pollyanna advice or happy endings. But I do know that without it, I wouldn’t appreciate the triumphs and victories. And yes, I do feel better knowing that success is often bred from failure (thank God). These folks prove it.

  • Lincoln failed at politics initially. FYI, he became president.
  • Thomas Edison failed – his teachers called him stupid–an idiot who wouldn’t amount to anything.
  • Oprah failed. She was fired from her first TV job.
  • Walt Disney was called “unimaginative” with no good ideas.
  • Steven Spielberg was rejected by USC Cinematic Arts program. Several times.
  • Sanders couldn’t get anyone to buy his chicken. And then… yeah.
  • Fred Astaire, initially, was told he couldn’t sing or act. No talent.

See more …

What’s the point? Failing isn’t always the end of something. It can be the beginning. Usually painful, yes. Life changing? Often. But wholly destructive? Not usually.

So go ahead. Fail. Fall. Mourn. Admit.

And then try again.

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Filed under Dallas, PR, Roy G. Miller, Small Business, Small business PR

S is for …

Let’s see, S is for … sunshine, sharing, softness, silliness, sex, sailing, Sagittarius, sales, saints, shitheads and Saltines. Those flow straight from my brain to the fingertips. No wisecracks please.

For all of us, S is ultimately about Success. How that’s defined may vary but I’ve found four S imperatives.

 The 4 S’ For Biz Owners & Communicators

 #1 Survive.  Darwin was right in at least one respect.  Survival is inherent during our struggles to maintain life, be it personally or professionally. I’ve seen agencies wiped off the planet since beginning my own firm in 2007. Good people and good work, gone. Cash flow means everything, say the agency owners I know. But they temper that with a spirit of generosity. They don’t hire and fire at will based on the balance sheet (like many do). They hire wisely. They stay fiscally conservative even when they land a “big fish.” They realize People matter, and act accordingly.  They also use outsourced resources (um, like me). These translate into #2: Satisfaction.IMG_8715f

#2 Satisfaction.  Years ago, there was a high-flying agency growing faster than beanstalks in Jack’s world. It almost seemed supernatural. Then it imploded. Word on the street: an explosive, toxic and exhausting work environment. Tyranny. And clients who expected what was promised, which didn’t happen. It was all “churn and burn.” Satisfying the client is the best antidote for tough times. I’ve had bosses who preached and practiced giving “extras” to the client vs. the “nickel and dime” approach. Give. It always comes back. The same goes for employees. Treat them well, they will champion you. Treat them like dogs and they’ll bite in you in the butt. And you’ll deserve it.

#3 Keep it Simple. Sorry for the cliché. One successful agency principal recently shared this with finesse: “I had an employee who, in essence, worked slowly and systematically to build a five-star restaurant PR approach for a client.  This client didn’t want a 5-star restaurant, the client wanted quick action and fast food.” Lessons learned: Don’t oversell and overthink (don’t knee-jerk either). Keep it simple and get it done. Also, always discuss expectations with the client before you start.

#4. SALES is everyone’s job. Throw out the typical agency model in which you “woo and wow a prospect with big ideas, promises and executives with big titles” then throw the junior team on the account. Selling is relational—and about discovering what fieldguidea client really needs, not what you sell. Teach and help your entire organization to sell, not by being “Mr. or Mrs. Call Now!” but through conversation, inquiring questions and sincerity.  Need help to get started? I recommend Debbie Mrazek. Incredible. Phenomenal. Practical.

When it’s about your business, it’s easy to look inward only. Survival and success is really outwardly focused, mostly on employees and clients. Both will either drive your business sky high or drill it into the dirt.

Stay strong, believe, affirm and aspire. And they’ll follow. Ah, sweet success.

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Filed under Dallas, PR, PR agencies, RGM Communications, Roy G. Miller

Finding resuscitation with a little inspiration … and discipline

It’s shameful to admit. But I will. The PRacticalPR blog went on life support last year. At one point I almost pulled the plug. In my typical winterland ruminations, I’ve moved to a place where some self discipline is in order–a real goal or two included–that helps me. And you. That’s the goal. So here we go, reinvigorated, re-set and ready to share what I’ve learned and continue to learn about work, PR, communications … and a whole lot about living. Let’s get started.

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November 28, 2012 · 2:21 pm

Makeup Monday: Readings you may have missed, Small Biz & More

Here’s a summary of recent stories and information valuable to small businesses and communications professionals.

Enjoy.

The PRactical PR Guy

Story Links For Small Businesses & More

Small Business Leads To Better Economy

How One Decision Can Solve 3 Problems for Your Small Business

Social Media Tips in Small Business Today

Why SMBs Shouldn’t Fear Link Building

5 Tech Tools to Help You Manage Your Small Business From Home

The Complete Idiot’s Guide to WordPress Is Smart Reading for all Bloggers

Google+: The Latest (and Perhaps Greatest) Platform for Thought Leaders

15 Case Studies to Get Your Client On Board With Social Media

5 Ways to Improve Your B2B Social Media Content

Why Do B2B Marketers Need Social Media to Thrive

10 Steps to More Inbound Links to Your B2B Blog

Most Companies Don’t Measure Social Media Integration Value

5 Tips for Getting More Video Views

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Filed under CEO, PR, Public Relations, Small Business, Social Media

More Power to the Press Release, or Not?

The press release is to public relations what cows are to hamburgers. The press release takes raw information and grinds it up (re-formulated sounds nicer) to share a story that has news value to readers of the media.

News releases follow a specific style and approach that editors and reporters expect. They tell a story with facts and quotes, and avoid exaggeration, clichés and corporate baloney. The press release is the ever-loyal, ever-useful news-sharing tool. It is a Deity in PR.

But the world is a’changin. So what is the news release in today’s world? Increasingly, they are more concise and have an uber-immediacy to them.

So is the press release an ol’ tired dog? I think not. It’s adapting and still alerting the media. But there are other ways—better ways—to share your story, even when it’s not hard-breaking news. One source says Business Wire and PR Newswire send out 1,000 news releases every day. PRWeb? It shows 300 per day, according to the source. Essentially you’re in a knife fight for a reporter’s attention.

Share Your Story in Other Ways

The Story Idea. So what exactly is the story and “news,” and will it pass muster with a reporter or editor? That’s where PR practitioners must do the tough work and talk tough with clients. For example, is it news when a company receives an award? Should a news release be written and distributed to media? Probably not, unless it’s the Nobel or Baldridge Award. What can make this award a relevant and compelling story? Can a story be formulated that broadens the story into a trend, with the award a sub-fact that serves to qualify your client as an innovator? Is there a story direction that delivers valuable insights about how a company–or companies–demonstrate quantifiable excellence and innovation?

The Story Idea–a written and/or verbal pitch–is the PR professional’s primary skill (quality writing and a “news nose.”)  We build the story with key players and potential trends, then back them up with interesting elements and/or hard data. The story will be best with multiple story sources, such as your client, an industry expert and at least one other (a customer).  A solid pitch in writing or in a call with a reporter is often worth more than 100 news releases.

The Bylined Article. The monthly issue of Banana Growers Today magazine is published. Go to page 12 to see Abe Gorilla’s photo next to a headline and page header named “Opinion.” Abe is your client. He’s a banana grower and he’s addressing the issue of “Green & Yellow Bananas: Too Ripe for Consumers?” You placed the story, wrote it for Abe, had him review and tweak, then you submitted it to the publication. They like it. And now it’s published. Now Abe can use that story to promote the company to prospects, customers, even employees. The bylined article turns company executives into subject-matter experts.

The Editorial Calendar. Why write a press release that may get marginal coverage (or none at all), depending on news value, media deadlines, breaking news and more? An alternative approach that often yields results is to identify the most relevant publications read by a client’s target market, then review each publication’s Editorial Calendar, a document that tells exactly what subjects are being covered by a publication. They are usually listed by month or issue date.  This generally gives the client a bigger presence and a stronger story.

Blog Posting and Bloggers. Reaching out to bloggers isn’t secondary anymore. They are as influential–even more so–than traditional media. Whether they are “citizen journalists” with expertise, or personalities from newspapers or analyst firms, they can draw interest to your client’s expertise, insights and announcements. In addition, make sure the client is using social media effectively as well. They can propagate their presence among prospects, customers, employees and suppliers by reaching out to them online.

Customer Braggarts. What’s better than someone tooting your horn? It’s sure more tasty for a reporter to hear how great you are from external sources than hearing you or your paid PR person to brag about you. Get customers involved in your PR efforts. Write case studies. Even consider writing a news release, story pitch or other means that come directly from them to the media. You do the work. They get the glory. And so does your client.

So, is the press release still the Lord of the Corporate World? Just how potent or impotent is it today? Our opinion: It’s overused and often a waste of money and resources. But dead? Not so much.

The PRactical PR Guy

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Filed under Media, news release, PR agencies, press release, Public Relations, RGM Communications, Small Business, Social Media