Jamie Brown PR

7 Words that Can Put You in Ruin

2014-06-25T19:51:00.003-07:00

Twenty-five years ago this month the iconic phrase, “If you build it, he will come,” was whispered on the silver screen in the baseball-themed movie, Field of Dreams. Starring Kevin Costner and James Earl Jones, the film had an unintentional, yet profoundly negative, impact on the perception of marketing. For a quarter century, business owners have manipulated the story line in their minds. They twisted those seven little words and repeated in their own heads, “If I build it, they will come.” They decide all they have to do is listen to their inner voice, lay down some bricks and mortar, and customers will flock to buy their widgets, services, tacos, or whatever. They enjoy their specialty and decide that marketing (paid media placements) and PR (unpaid media placements) are not necessary.

I'm working with a manufacturing company with a sales team that, before we started working together a year ago, couldn't clearly define its value proposition or tell the company's story. The company was built through the founder's great relationships with contractors, but 30 years after founding his business, the market place changed. Competition was closing in, spreading erroneous information, and the company was losing bids. After 12 months of building the company's communication playbook and executing new strategies, my client is making a comeback. We developed a game plan and strategically hit the target audience right between the eyes using multiple methods. We've created a fan base, and the founder increased the company's sales goal by 30 percent.

Field of Dreams has a great storyline filled with drama and mystery, but that memorable catch phrase, forgive the pun, is what box office movies are made of, not big business.

What You Did in the Sixth Grade

2014-02-11T09:08:00.001-08:00

You sat at your desk, sharpened pencil in hand, and watched as your teacher wrote the rules on comma usage and apostrophes on the blackboard. You dutifully memorized the list of prepositions, and wrote carefully on your wide rule notebook paper that you will never end a sentence with one of those words. These rules have served you well your entire life. However, many of those standards, much like the clothes you wore during adolescence, are out of date. If you don’t stay current, you

look as if showed up to work today sporting a polyester leisure suit.

Don’t take my word for it. Check out the list below with links to sage grammarians.

Two spaces after a period – Stop it now!

Ending a sentence with a preposition – Not the offense it once was, or ever was. Worth taking a look at. (Although my fingers did have a hard time ending a sentence with at. It didn’t get any easier the second time I did it.)

Adding an apostrophe s to a word that ends in s – (ie. James’s book.) This is still hard for me to accept. The extra s appears awkward, and seems as unnecessary as wearing suspenders and a belt.

Capitalization of a salutation, or a complementary close – No change here, but the following is a common mistake:

Best Regards,
John Doe

I figured it was time to clear up the specifics of this rule.

The hard part is being bold enough to change. When do you compensate for others? You want to appear fashion-forward, not ignorant. I’ve seen people get fist-pounding mad about ending a sentence with a prepositions, “Didn’t you go to school? That’s not correct!” This is why it is important to remember your audience. Afraid to end a sentence with a preposition in your peer reviewed case study? Fair enough, but if you’re running an ad campaign targeting the youth of America, keep it casual.

If only the English language had slick ad campaigns with good looking models informing all of us of the latest style changes.

Look, commas have a new cover girl!

6 Points to Winning Fans for Economic Development

2014-01-27T05:00:00.000-08:00

I recently completed a public relations and marketing plan for a North Texas community interested in growing its tax base. Economic development has its fans, but not everyone in the community is a cheerleader for growth. Some homeowners want things to stay the same. Others are frustrated that new restaurants and stores aren't coming in fast enough. Six days before the big game seemed like the prime time to list tips for scoring points with the public.

The one thing every PR/Markeitng Plan must have

2013-11-07T19:16:00.002-08:00

Never has it been easier to create a whiz-bang public relations plan. There are more tools available than ever before. Start with media placements, events, newsletters, brochures, and sales sheets. Then juice it with social media. Link it, hash tag it, post it, make it tweet and tumble. Do these things and your company will see more profits, and be more highly regarded.

Right?

Maybe not.

The critical element in all of this is measurement. Was it the whiz, or the bang that made customers react to your efforts? How does someone know if all the moving parts had an impact? Which caused the biggest reaction? What should you keep doing? What needs to be scrapped, or changed? The hype comes easily, the value is harder to define.

All of these things are great, but the most critical element is measurement. This can be click through rates on your email blasts, amount of media coverage, increased phone calls, unique URLs created placed in your brochures, and much more. If your campaign is generating likes, follows, phone calls and more – congratulations! But, if all that noise isn’t supporting your long term goals, or increasing your profits – it is time to re-evaluate.

The business development process that works

2013-10-25T13:20:00.000-07:00

My face was flush as my feet dangled high in the air. I was five years old, gripping the cold metal handle of a seesaw, and staring down at my older sister. I shouted at her to let me down. She complied by standing up abruptly. My seat slammed down to earth, smacking my backside and bruising my tender ego.

Today, as a business owner, I have a new position on a teeter totter that has nothing to do with child’s play. Each day work productivity faces off against business development. Devoting time to billing hours is easy to justify, and so is shirking a networking event or putting off a blog post for one more week. But I have to manage my own business development as I would a client’s, or I would have no business – or credibility. I created the following framework to avoid the whack of financial stress brought on by an immediate, unexpected shift in my work load.

Sales sheet – I use a simple Excel spreadsheet to track the contacts I make each day. It includes the name, date and method of contact I used for each individual. My goal is to contact five people every business day.

Blog – writing posts requires the most time and creativity.

Newsletter – my electronic newsletter goes out monthly (usually). I share case studies and demonstrate my abilities.

Social media – I’ve taken a different approach to Facebook and Twitter. Rather than have hundreds of followers, I’m interested in an engaged audience group. This keeps the process manageable for me, and gives me quality over quantity.

Networking – I target different groups each month.

Volunteering – I volunteer because I enjoy making a difference. Meeting new people and creating new relationships is a side benefit.

Nothing listed above is revolutionary, but the routine creates a sense of balance and keeps my business from slamming into the ground.

Snagging Headlines from Sex Scandals and Superheroes

2013-08-26T19:45:00.000-07:00

A high-profile sex scandal and comic book superheroes have gripped news coverage in San Diego for most of the summer. The mayor's alleged indiscretions dominated news coverage, while the city played host to Comic Con, a huge international entertainment convention.

The task of getting news coverage in the midst of all this drama felt like a job for Wonder Woman, or at least someone who owned a cape and matching boots. My client, Ducerus - a national college planning company based in San Diego, gave me the assignment of getting coverage on back to school savings tips for families sending their kids to college.

Here's how this ordinary mild-mannered PR professional persevered on the quest to get media attention:

-I focused on parenting magazines, education and consumer reporters. Not everyone was writing about the salacious happenings inside city hall. I stayed away from general assignment reporters – they’re assigned the news of the day.

-I made it easy. I asked a local magazine, if they would be willing to accept a back to school story with my client’s byline. They did!

-I turned up the heat. Back to school is a timely story angle, but has a short time frame. I stayed on top of pitches and follow-ups.

I managed to get results without the use of a cape or super power. Ducerus was featured in the
San Diego Union Tribune, local television stations and a parent's magazine. The story was also picked up in LA and other stations across the country. As an additional bonus, a successful pitch was made to Yahoo! News. That story should run within the next couple of weeks.

Make a Flyer that Gets You Business

2013-07-10T12:47:00.000-07:00

A friend asked me to review her new flyer while we talked on the phone. This wasn’t the scheduled topic of our conversation, but it was a simple request and I really wanted to see what she had developed. She emailed it to me and we sat in awkward silence as we waited for her creation to appear on my screen. Her team spent a lot of time on it she told me. She really thought I would like it.

When I fixed my eyes on the flyer, I saw what I’ve seen so many times before – a great design that was consumed by a copious amount of content. “It’s very comprehensive,” I said. A quick glance told me there were nearly 1,000 words on the page in front of me. This wasn’t a flyer, it was an essay.

This flyer uses bullet points and a fun design to
make for easy reading.

Flyers are a great resource. You can have one written, designed and produced inexpensively in a matter of hours. The problem is a lot of flyers don't get read because the message isn't clear. The business owner wants to tell their customers everything about what they do and answer every possible question. That’s asking a lot of one sheet of paper. A flyer should serve as a written elevator pitch - quickly and easily digested by anyone.

The most successful flyers can be read aloud in about 15 seconds. Here's three tips for making better flyers.

1. Determine the call to action. What do you want people to do? Call for an appointment, come into the store for a special offer. Decide the desired response and lead with that in your text.

2. Make the copy brief and use bullet points. Does it pass the 15 second test?

3. Know your audience. Are you selling to mothers, business professionals, teens? Make sure the design relates to them, and doesn’t detract from your core message.

Bonus tip: Read every flyer that comes your way. How quickly can you determine what the seller wants you to do? Can you find the contact information? Could you explain it to your neighbor after just an initial glance?

An impressive flyer can be found anywhere - even your front porch. My doorbell rang and to my surprise the man standing before me handed me a flyer that was far better than his competition. He used bullet points to describe his landscaping services, included a couple of pictures and made his contact information easy to find. Can you recall the last flyer you received from a landscaper? Before that moment, neither could I.

One might argue that a landscaper has a simple message to deliver, and therefore his flyer was easier to produce. But you should be able to describe your business, no matter how complex, in the same manner to anyone. You may not cut grass, or trim the hedges, but you sell something to a group of people. If you can’t explain what you deliver in quick fashion, nobody else can either.

Why Women Aren't Eating Your Food

2013-06-26T20:51:00.000-07:00

The banquet room at a posh Dallas hotel was buzzing when a waiter thrust a tray of skewered chicken between me and two other women. The grill marks looked appealing and the smell told me butter was involved in the preparation. He raised his eyebrows, tilted his head and smiled. Together, as if on cue, we shook our heads no and smiled politely. We stood in silent agreement on this issue - there is no lady-like way to gnaw chicken off a stick.

Later in the evening I was sipping the house chardonnay while speaking to an attorney at a local health care company when the same waiter offered soft tacos. Shredded lettuce spilled over the top of each flour tortilla. An orange sauce, that may have been a creamy salsa blend, had been poured over the top. The waiter had only a napkin to offer. There was nary a plate or utensil anywhere in sight. It would have taken me at least three bites to finish. The attorney snagged a taco and bit into it. He nodded his head in the affirmative, even though I had stopped talking. Lettuce spilled out and landed on the floor after his first bite. His second bite left sauce on the corners of his mouth which he then licked. He crumbled up his napkin and wiped his hands on his black trousers. Had I attempted a taco, I’m certain the sauce would have left a permanent reminder of the evening on my white jacket.

That night a lot of food went back to the kitchen untouched. I’m certain it tasted as good as it looked, but a cave woman I am not. The thing to remember when planning the hors d’oeuvres list for your next event is that women want small portions. Anything larger than a cracker will likely get waved-off.

I once worked with a caterer who rolled grapes in blue cheese, making the perfect bite-sized snack. A fruit tray is an easy sell, as long as the fruit is cut in small portions. Food at these type of events should be appetizing and functional. I want the people I meet to remember me for the topical information I shared, not the food left on my jacket, or the mess I left behind.

Coaching Success

2013-05-24T08:36:00.000-07:00

The Rangers have a new coach. He’s a cheerful man who wears enthusiasm like his team’s colors. He smiles and welcomes each player with praise as they run onto the field. “Hey, Johnny! You made it. Good for you!” Each practice begins the same way, with him on one knee looking into the eyes of his young team. He ties shoes and straightens ball caps while giving clear direction. “Here’s how we’re going to become better ballplayers today.” He explains the drills they will run and why each is important. A haystack of hands gives way to a, “Go Rangers!” cheer before they run to their positions.

As far as my five year old son knows, this is how every coach coaches. His red and white t-ball uniform will be a boxed up memory by the time he discovers not every coach wears a ball cap. The best coach I ever had didn’t teach me how to improve my batting, or my backhand. Instead he helped me harness my enthusiasm for my work and channel my energy into being a better teammate and person. I improved my ability to draw up project outlines, realized the importance of staying laser-focused on target audience groups, and got better with each communication plan. I gained enough confidence under his tutelage to start my own business. We never had a company cheer, and he never blew a whistle, but it was obvious he viewed his role as a head coach.

In the after school practices held in my backyard, I don’t give my son pointers on his swing, or tell him how to throw with more accuracy. I have no idea how to improve either. What I learned from my coach can’t be listed as a statistic on a baseball card.

One warm afternoon just before it was time to go inside for dinner, I watched my son line up to swing at a ball resting on the tee. I noticed his lips move just before he brought the bat around his shoulders. The ball dropped not far from the chalk outline of home plate because he hit the tee rather than his target. Again, he appeared to be mouthing something under his breath just before his second swing. Another miss. The third time he closed his eyes tightly. He pursed his lips and moved them again with more intensity. I wondered.

A favorite song running through his head?

A quiet prayer?

Harsh criticism of his own performance?

I clapped my hands and offered encouragement. “It’s alright. Good effort. You’ll do it this time.” His final swing sent the orb soaring into the trees. He watched with pride before remembering to pump his legs around the bases. We slapped high-fives and celebrated his home run. Breathless he said, “Mommy, I believed in myself and I did it! I said, ‘You can do it,’ and I did it!”

A home run indeed.

Five Tips for Getting More Interviews

2013-05-15T19:28:00.001-07:00

My clients don’t want a single interview with a reporter; they want several interviews. Getting them on the ten o’clock news once means they’ll get calls from family, friends and clients who saw the story. They'll have the opportunity to post a link to the story on their website, in their newsletter and on their Facebook page.

But making the airwaves multiple times allows clients to establish credibility as an expert, and will strengthen their relationships with their peers and customers.

Here are five ways I work to get clients more press coverage:

1. Plan ahead. I outline a list of story ideas at least six months ahead of time with the understanding that the plan might change due to trends or breaking news.

2. Media training. Reporters are interested in speaking to people who provide succinct and interesting sound bites. I work with clients to develop talking points that will resonate with a news outlet’s audience group.

3. Plant the seed. When the journalist arrives for the first interview, I’ll mention my next story idea before the meeting ends.

4. Monitor industry trends and current affairs. It is called news for a reason. Journalists want someone who can provide context around an issue that is happening now.

5. Leverage coverage. A national news outlet wants to know that the person I’m pitching is a good interview, has something relevant to say and is credible. Providing them a list of other media outlets who have covered them makes them of greater interest.

Got a question about public relations? Email me.

What Makes You An Expert?

2013-01-09T07:45:00.000-08:00

Having your expertise on word usage challenged by someone who is illiterate is an interesting experience. My five year old gets all of his information on this topic from a girl who comes up to my pockets. “Libby says 'yea' is not a word,” he informed me with confidence on a car ride home from school. I explained 'yea' was informal speech – OK to use with friends, but not with grownups.

Who was I to question Libby, he wanted to know. She has continually espoused her knowledge to her classmates since the beginning of the school year.

“A trick is a lie!”

“Booty is a bad word!”

“I saw Hailey’s brother naked!” (She's also an expert in anatomy.)

My son doesn’t care that Libby can only read about as many words as he, which as of this posting is still in the single digits, or that her best literary references come from One Fish, Two Fish, Red Fish, Blue Fish. In his mind, she is an expert.

What makes you, or me, or anyone an expert on anything? Education? Experience? Money? An appearance on Oprah? The ability to shout louder than all the other kids in Mrs. Dawson’s Pre-K class?

A fellow business owner told me how a potential client dashed her hopes of landing a new account with a single interview question - “Where did you get your MBA?” She was deflated. Her 25 years experience, her work on national campaigns, and her bulging portfolio became irrelevant with six words. His definition of a marketing expert included an advanced degree.

I was described as an expert once. I experienced palpitations as a result of the utterance. A man emceeing a professional organization’s monthly meeting introduced me, the scheduled speaker, as an expert on social media. My eyes widened as I looked into the faces of dozens of my peers. The word traveled through my ears snaked through my body, encircled my heart and squeezed. Had he not seen the bio I sent? Did he not hear me prior to his announcement when I said I preferred to be described as an independent PR practitioner who has done research on viral videos? I decided he was not an expert on introductions.

Dictionary.com lists the definition of an expert as: a person who has special skill or knowledge in some particular field; specialist; authority.

I have knowledge of food preparation and certain amount of cooking skill, but an expert in the kitchen? Julia Child I am not.

The definition doesn't concern me as much as the connotation. To be all-knowing. Wise beyond all others in your field. The ability to pass a pop-quiz at any time. Unflappable. Right. Always.

When I pitch clients to the media, I feel confident their expertise would bring value to the ten o'clock news because I rely on facts. A dermatologist with 30 plus years experience who has treated thousands of patients is an expert on skin. A consultant who saves his clients, on average, $30,000 on college expenses is an expert on tuition planning. Of these things I'm sure.

Expertise can be less tangible than statistics, and is a bit like beauty – in the eye of the beholder. If you were referred to me by someone I know, or have created a body of work that I appreciate, you are an expert. I make that decision based on what is important to me - the letters after your name, the work you've created, our shared acquaintances.

Someday I’ll tell Ethan my personal definition - someone who has made all the mistakes in a particular field. This less formal description is much easier to live up to, but probably wouldn’t meet Libby’s standards. Defining the word this way releases the pressure, and let's people know you've worked hard, you learned some things, and are willing to help others even at the risk of being scrutinized.

2013 Commitments

2013-01-01T20:06:00.000-08:00

I'm not one for resolutions. I'm all for self-improvement, but the word itself seems flimsy and superficial. As papery as the confetti that falls on New Year's Eve. An apt description for something that won't be kept, and will be cast aside - even forgotten by Spring Break.

I prefer commitments. We honor our commitments, respect them, are bound by them. We marry them and hold them dear. Committing to change doesn't require a calendar. Exercise, going back to school, eating right, and everything else we resolve to do beginning Jan. 1 can occur under any sign of the zodiac.

However, a new year promises new beginnings, a fresh start.

I submit to you advice provided by the Pulitzer Prize winning author Annie Dillard. In her book, The Writing Life, she said this about writing:

"..spend it all, shoot it, play it, lose it, right away, every time. Do not hoard what seems good for a later place in the book, or for another book; give it, give it all, give it now."

"Similarly, the impulse to keep to yourself what you have learned is not only shameful, it is destructive. Anything you do not give freely and abundantly becomes lost to you. You open your safe and find ashes."

I relish the last three sentences. In addition to writing, the prose applies to business and life. Never wait. Tomorrow is not promised. Do what you must to make things happen today. I started my business more than four years ago because I couldn't continue to let my son spend more time with daycare providers than his parents. A huge risk that had to be taken. There were dozens of reasons to wait - we needed more money in the bank, my car wasn't paid off, the house needed to be painted. Waiting, or stalling, would have prevented me from getting to where I am now - a much happier place.

This blog is a demonstration of my believe in sharing knowledge - freely. I often suggest (beg) for others to call me, at any time, to ask questions and get my opinion on PR, communication issues or anything else. I believe in sharing, openly (and obnoxiously) what I've learned. I work with lawyers, accountants and other professionals who do the same.

I renewed my commitment to this for 2013 knowing that every time the phone rings, I get more out of the conversation than the person on the other end of the line. A new challenge, the satisfaction of being useful - to anybody, and the opportunity to refer a friend new business, makes life better.

If you have room in your life for resolutions, you have room for commitments. Change happens every day, and making a commitment to help others improves us all.

Why Dough is Important

2012-12-06T12:34:00.000-08:00

The grandson of Russian Jewish immigrants shares his family’s tale of small business ownership in the book Dough. Morton Zachter’s grandparents scraped enough money together in the mid-1920s to open the Ninth Street Bakery in New York City. They weren’t bakers, but business-minded individuals who figured out there was a market for reselling, breads, cakes and cookies made by bakeries outside their borough. The tiny shop on the Lower East Side of Manhattan made customers out of city dwellers and nearby restaurants.

The family’s tale, a classic illustration of the American Dream, scribbles outside the lines of typical entrepreneurial aspirations. By Zachter’s account, after his uncles inherited the shop, they reportedly worked seven days a week from 7 a.m. to 9 p.m. Their work hard, their lives stale. The men never married, took vacations, or personal days.

And there’s more.

His mother, despite her degree in education and experience as a teacher, gave up her career to work alongside her brothers, almost her entire adult life. Her dedication was greater than her brothers. She never received pay for her work. Not a single crumb.
Zachter doesn’t detail why she made the sacrifice. He only stated that she, “Delved out information like it was sugar and the world was in a diabetic coma.” A high sense of familial obligation I suspect. Homage to her parents, perhaps?

The author grew up and stayed out of the family business. He became an accountant and later went to law school to pursue a second career. He struggled along the way, but never asked for financial assistance from his family. Why would he? They were poor, right? One of his uncles actually offered him two silver dollars to help pay for law school. He declined.

Zacther discovers, after one of his uncles had died and the other was suffering from dementia, that the men had some serious dough. The bachelors lived like paupers and hoarded millions of dollars made in stocks and bonds. Why didn’t the men retire early, sell the store and move to Florida? At the very least, cut back the hours at work, compensate his mother and enjoy life? Zachter investigates this mystery in his 173 page memoir.

After he inherited millions, Zachter discovered that his family’s values had a controlling grip. The man who grew up sleeping in the dinette of his parents’ one bedroom apartment, spent six more years in his unsatisfying career before he gave it up to chase his dream as a writer. A plan, fully baked. His book earned recognition from the Association of Writers and Writing Programs Award for Creative Nonfiction.

The lessons in Zacther’s story are as common as cornbread. Don’t work too much, put family first, forgiveness – the list goes on. However, the author's honest and heart-felt approach, the compelling story, and the glimpse into a slice of life much different than mine made me keep reading.

The book is just as much about familial ties as it is small business ownership. The only problem I have is that I found it tucked in the Biography section of the library. Shelving it under Business could help those who need it most find it before their lives are completely cooked.

Tips from a Wee Salesman

2012-11-27T20:09:00.000-08:00

I watched a salesman close a deal the day after Thanksgiving. The Black Friday transaction didn’t go down at a mall, or a big box retailer. Money didn't even change hands. Instead, the setting was a kitchen, and the currency was sweeter than cash.

My husband’s family celebrates Thanksgiving the day after the holiday. Turkey and dressing were not yet cold in the fridge when the sales pitch began to take shape. The request was simple and the audience was targeted. The pint-sized deal man made his one-word plea to those tall enough to reach the counter, and young enough to hear him speak. I marveled at the lesson being taught by 28 months of life experience. He had already pleaded with others who were unsympathetic, when looked up at me and said, “Cupcake.” He was not a man dying from thirst, but a boy in plain sight of blue frosted heaven. He explained the urgency of his request by repeating himself.

I reluctantly told him that answering his question was beyond my pay grade. He moved on – undeterred. No tantrum, no tears. I couldn’t help him, he needed someone who could. His grandmother at the stove most certainly outranked me, but she like any good customer had questions.

“What did your mother say?” she asked.

“No,” he replied with a level of honesty that escapes most children when speaking of cake.

“Did you ask your dad? What did he say?” Grandma was in his corner, but her apron strings were tied.

“No,” he said flatly knowing the situation was looking grim.

Grandma learned from her daughter that her grandson had already eaten dessert. He stood there, looking up at them both with no emotion. His silence was key. As a mother of a son and a witness to negotiations similar to this, I knew his behavior was making it difficult for the rule makers. He was honest, quiet, smart and hard to turn down. His actions were critical. The deal hung in the balance.

The silence was broken by a young cousin entering the kitchen requesting dinner, which caused the stomachs of all the other children to grumble. New terms to the deal were drawn. Eat dinner and a cupcake could be had. He worked his legs double time to the table. After an entire plate of leftover spaghetti, his request was met at long last.

Later as my nuclear family began walking toward the door, the young man’s father headed the same direction. His wife explained their eldest was still eating dessert. “How long can a cupcake take?” he wondered aloud. I turned my head to see the sales man, who keenly used honesty, integrity, persistence, and a calm attitude with a quiet tongue to close a deal, savoring his Black Friday earnings.

The Candle Maker's Difference

2012-11-19T21:23:00.000-08:00

Candles are a necessity for a home that houses a young boy and his dogs. This month, the aroma of pumpkin spice fills the air masking the odors given off by smelly socks, a piece of fruit forgotten, and pets gone too long without grooming. I have never given much thought to lighting a candle. The flick of a butane lighter sparks gratitude for the fragrant helper, a reminder to extinguish the flame before lights out, and not much else.

The candle buying experience for me is as mundane as setting a wick ablaze– sniff, check price, purchase. I was on step three of my routine at a craft fair when a candle maker managed to add value to my experience. “Let me tell you something,” he said. “When you burn this the first time, be sure to let the wax melt all the way to the edges so it creates a level surface. That way you burn the wax evenly all the way down instead of creating a well which leaves you with a lot of unused wax,” he explained. I smiled. As a public relations professional all I could think was – well done. In approximately 60 seconds, he just changed my candle buying experience from ordinary, to novel. He reminded me he was a craftsman, and that he valued his work and my business. “You didn’t know you were going to get that lesson did you?” he said with a chuckle. No, I didn’t, but as a small business owner I should have expected it.

He made me think about the level of customer service I provide to my clients, and reminded me to continue to identify ways to raise the bar. There is always room for improvement.

Small Business Saturday is November 24. Recognized as a day to celebrate the contributions of local business owners. For small business owners everywhere - your support is appreciated.

How to Create a Media Kit

2012-11-12T12:30:00.000-08:00

A media kit is a three dimensional tool that breaks through the two dimensional plane of emails and texts. Reporters at major news outlets receive hundreds of emails from public relations professionals every day. As an assignments editor at the CBS affiliate in Dallas, I can remember watching emails penetrate my inbox every second during peak hours. Breaking through the noise takes creativity.

Earlier this summer I had a producer tell me my story idea regarding back to school shopping for college students wasn't visual enough for her morning show. I hung up the phone scratching my head. I had given her multiple examples of visual aids, but she wouldn't budge. And then it hit me. A media kit would make the story more tangible. I worked with my client, College Planning Authority, to put together a bucket of popcorn, ramen noodles, candy, and of course the press release.

The idea demonstrated that my client had great tips on how to save parents money - such as cutting back on meal plans, and unnecessary kitchen gadgets for college students who traditionally prefer food that comes out of a microwave. The kit got the attention of another reporter who came out and shot a story a couple of weeks after the previous rejection. Success!

I used the concept again on a story about trends in maternity photography. My client Teresa Berg Photography, arranges maternity sessions that rival photo shoots seen in magazine spreads. She sets the stage with soft music, a fan blowing on the subject and fun beverages for both mom and dad. He cracks a beer while mom sips matern-itinis (an alcohol free beverage made with coconut water and a few other ingredients). An email explaining the process just wouldn't adequately capture the experience. We came up with a beautiful basket that featured a fan that plugs into a computer (I found it on sale - more about why that's important later), a martini glass, coconut water, chocolate and of course samples of Berg's work. She also received media coverage as a result.

Though media kits are a fun way to share a client's story, there are a few things you need to consider before putting one together.

1. Most news outlets hold journalists to ethical requirements that don't allow them to accept gifts over the $25 amount. Your kit may be construed as a gift, so be sure yours stays under that amount. Hence, shopping the clearence section.

2. Media kits come in all shapes and sizes. Be creative and seek inspiration for yours.

3. Be selective. Not all reporters will be receptive to this kind of attention grabbing pitch.

4. Make sure it is something you would want to receive, and that adequately represents your client. You want this to be something they'll write a story about, or at least talk about on Facebook or Twitter.

5. Don't just stop at the media kit. You've got to continually follow-up via phone and email in order to get a response. Remember you and dozens of others are competing for the reporter's attention.

What Four More Years Means

2012-10-16T07:30:00.001-07:00

I can't stop thinking about the next four years. Mostly because election talk is unavoidable, but also because four years ago this month I did the unthinkable. The country was still reeling from the market crash. Americans were wondering how they were going to recover their retirement plans, find work or hang on to their homes. With blinders on, I went down to the courthouse, filed my business name, and turned in my notice to my boss. The security that everyone was grasping to hold on to, I let go.

I had a great job as the director of public relations for a large hospital system. I enjoyed my work and felt like I was making a difference. Better yet, I had a pension. However, my infant son was spending 50 hours a week in daycare, and I was driving into work white-knuckled and weeping.

The last four years have been better than I could have imagined. I have had more time with my family, while simultaneously learning more about myself, others, and business ownership than I thought possible.

The most salient points are these:

-I love a challenge.

-I'm not afraid of failing.

-You'll succeed faster by helping others first.

-Don't do business in a vacuum. The accountability brought on by career coaches and peer groups has kept me going.

-Successful people tune out negativity.

-I wouldn't have made it this far without the support of family, friends and others.

If I am fortunate enough to have four more years as a business owner, it will likely mean continued growth both personally and professionally. Starting my business is the hardest thing I've ever done, but it was the best decision for me, my family and my career.

What's the biggest risk you've ever taken?

Why These Three Words Are Bad for Business

2012-10-03T20:08:00.000-07:00

You've probably heard the opposite of love is not hate, its indifference. I'm certain most of us aren't intending to communicate that level of emotion when we let the words, "I don't care," dribble out of our mouths. However, there is an unintended consequence to this three word phrase, and it is doing more harm to your business than you think.

Telling your co-workers you don't care where you go for lunch is a minor offense, but you might end up eating the same sandwhich you had the day before. (Yes, that actually happened to me. What's worse is the waitress actually outed me in front of everyone.)

However, when a team member asks you which design you like for your company's new brochure and your response is, "I don't care. They're both good." You might think you're being positive, but what you're really telling them is the subject isn't important enough to formulate an opinion. Even though both designs might be solid, you missed an opportunity to help that person and demonstrate your value. Chances are you won't get this person's best work on your next project.

Sometimes its just easier to say, "I don't care". We don't have to make a decision or think about what's being asked. Additionally, we don't have to worry about what others think about our opinions if we don't share them. I was especially guilty of this when I was younger.

Don't harbor concerns about what everyone thinks about your opinions. If they don't appreciate your candor, they'll stop asking for your thoughts.

My plan to conquering my occasional colloquial crutch involves asking questions. Here's what I've come up with so far:

-What's your preference?

-What is the goal?

-Are there any specific pros or cons you can share with me?

-Why is this important to you?

-Can you tell me why this decision poses a challenge?

Don't miss the opportunity to take your first step in overcoming indifference. Share your thoughts in the comments section below on how we can all do a better job of editing out those three trouble making words.

The Four Letter Word that is Killing Your Business

2012-09-25T19:30:00.002-07:00

I'd like to start a movement to make the word 'busy' unacceptable in formal speech. Keep it, along with the list of the seven dirty words George Carlin spelled out for us, at your smoke-filled bars, sporting events, and fraternity parties. Don't let it pass through your lips at networking events, business meetings, and especially in front of your mother.

I believe this strongly - not for the definition or sound, but for the usage. It's a crutch. Just like swearing. If you rely on the same word to express yourself, than you aren't being creative or perhaps with this particular offender - truthful.

"Oh, I'm so busy," frequently falls out of the mouths of cocktail-carrying suit-wearing people. Telling someone exactly what you're doing helps them get to know you better, and could help them refer your business. You're also engaging them, telling them that speaking with them is worth your time.

I too am guilty of the busy blow-off, but here's my plan for quitting.

-Make a list of three things I've done recently to replace the usual response. I'll include recent successes, new projects, professional events attended, etc.

-Rather than asking someone, "How are you?" I'm going to ask them specifically if they are working on anything new, or something I should know about. Hopefully, soliciting specific response, will help me remember to do the same.

-Practice.

-When I get it right, I'm going to associate it with something good. An extra dessert, perhaps?

-When I catch b-u-s-y coming out of my mouth, I'm going to follow-up with a sentence or two and explain what exactly I've been doing.

I'm going to try especially hard not to give my mom the busy treatment. A friend asked me if my mother knew what I did. "Not really," I shrugged. "Don't you think that is important?" he asked narrowing his brow at me. Yes, it is. She deserves a better response. As does everyone else.

Get Press by Leveraging Unofficial Seasons

2012-09-07T07:50:00.000-07:00

There will always be 12 months in a year, but the number of seasons is constantly changing. For example, wedged between summer and fall is back to school time. This unofficial season is the impetus for the second busiest shopping event of the year, which draws interest from the media viewers and provides fodder for social media channels. Incorporating your company's message into this time of year, can get you noticed. In fact, one of my clients received national press from multiple outlets thanks to the story idea we developed for back to school time.

College Planning Authority is a full-service college planning company. In June we began developing tips on how parents of college freshman could save money on back to school shopping. We came up with seven bullet points and began contacting local and national reporters.

Press coverage included interviews in U.S. News & World Report and two television stations in the Dallas/Fort Worth market. Additionally, two other interviews with national publications were completed, and are scheduled to run in the near future. This one of the most successful campaigns I have ever pitched.

Here's our notes on how we got it done.

-Our homework was done ahead of schedule. We planned our media calendar well in advance. We knew what we were going to talk about months before back to school time and had the press release approved weeks ahead of time.

-We started long before the sound of the first bell. I began pitching reporters weeks in advance. Each media outlet has its own planning arm, and even the most timely of stories can be disrupted by breaking news. Starting early allowed us to make concessions for such events (which included the shootings in Colorado and hurricane Isaac).

-We chose our friends wisely and played nice. Each pitch was crafted for every reporter I contacted. Nearly all were interested, but some weren't able to accommodate due to breaking news and newsroom schedules - it turns out journalists go on vacation during the summer, too! Follow-ups were frequent but if told to move along, we did so - graciously.

Other hot media seasons are easily identified. Whether or not it makes sense for you to pitch stories related to holiday shopping in December or weight loss in January depends on your business.

How to Create Great Subject Lines

2012-08-30T19:33:00.000-07:00

I've spent countless hours finessing subject lines for e-blasts and e-newsletters. The ideas for the right seven to ten word phrase range from trite to absurd as I ponder the right combination that will make someone put down their latte and read my email. A client is launching a new product and we're developing multiple emails for at least three different audience groups. I spent some time researching this matter.

While, as I suspected, there is no consensus among the "experts" in this field there are some guiding principles. Which are as follows:

-keep subject lines brief

-be specific and stay focused on your audience and their interests

-including numbers helps (ie. top 3 tips)

-A/B testing is important

Check out these links for more on the topic.

Mail Chimp - the email distribution company shares subject lines from it's clients' emails with the highest open rates. An interesting read, but isn't helpful in all situations.

Constant Contact and Clickz - both include some of the best practices.

Do it Marketing - has actual sample subject lines. A great read if you are in a creative slump!

Tips on Snagging Headlines During the Olympics

2012-07-31T19:32:00.000-07:00

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….

Whisky Maker Communicates in Fine Spirits

2012-07-26T10:34:00.001-07:00

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.

Don't Keep Secrets and 3 Other Tips on Event Planning

2012-07-11T20:21:00.000-07:00

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.

Road Trip Serves Up Important PR Reminder

2012-06-22T06:06:00.001-07:00

Summer road trips have begun for the Brown family. Our first excursion took us to Arkansas. An interesting exchange in the backseat between my mother-in-law and four-year-old son was the inspiration for this blog post. My mother-in-law was lamenting about the copious amount of door dings that pepper our four door sedan. “People are so rude these days!” she said. “No they’re not,” said my son from his car seat. “Yes they are!” she fired back. “No they’re not,” he said flatly once more. The conversation reminded me of two things: that only having one child has its advantages, and that our own bias can get in the way of effectively communicating to our audience groups.

After four years of life, my son believes that people are inherently good – and I hope that never changes. However, my mother-in-law genuinely believes that during the last five decades mankind has become meaner and, more specifically, less careful when opening car doors. I suspect no one is actively studying the number of door dings on our vehicles as it relates to uncaring door handlers. Were people more careful in the 1960s, 1970s and 1980s? My guess is no. What changed is my mother- in-law’s perception of the general public. The last three decades haven’t been easy for her, and her job at a big box retailer provides a front row seat to mankind’s worst behavior.

There’s nothing I can do to change her perception. Her beliefs are firm. What I can do is draw from this experience as a poignant reminder of why it is important to remember my own bias on various subjects and how important it is to keep it out of what I write for varying audience groups.