How did this happen? I used to be the youngest one in the group; the new kid on the block. How did I get to be a ’seasoned veteran’ with 20+ years in public relations? I just realized today it’s been a full decade since I earned my A.P.R.!
For someone who has been practicing journalism and PR as long as I have, the thought of social networking and online marketing has been somewhat frightening. And, just as I suspected, there are many who are trying to use various media to just sell, sell, sell. But, wait! I am seeing more and more experts out there offering advice on how to effectively utilize Facebook, Twitter, etc., and guess what? It’s still all about building relationships based on trust! Phew!
Just today, I read an excellent article by Shari Weiss featured on her website, http://sharisax.com. The article addresses the Top 10 Mistakes Newbies to Social Networking Make. I especially appreciated her observation that listening is key — even when face-to-face interaction isn’t possible. One must always be genuinely dedicated to fulfilling the customer’s needs and providing the information stakeholders are seeking. I also appreciated her tip about selling – don’t do it. That is, don’t be the slimy salesperson wanting to make a buck anyway anyhow. If you have a product or service that would be of true benefit to someone, use the social network to find and assist those clients.
I’m still not ready to call myself an old dog, but I am excited about learning these new tricks. And, I’m especially excited to see that the more things change, the more they stay the same. www.kmccom.com
According to businessman Max DePree, the author of several books on leadership, “To be a leader means, especially, having the opportunity to make a meaningful difference in the lives of those who permit leaders to lead.”
How does one make a meaningful difference in someone else’s life? It’s easier than you might think.
- Keep someone in the loop, then listen, receiving the feedback in such a way as to encourage future two-way communication.
- That is, respect those you lead.
Nina Nohria, a professor in the Harvard Business School, has been quoted as saying, “Communication is the real work of leadership.”
How true! And, yet many leaders forget that leadership is dependent on authentic public relations principles (creating trust through honest and consistent communication and interactions). In fact, Dave Ulrich, ranked in 2001 by Business Week as the world’s number one management consultant, admitted this in August 2005, when interviewed for an article in Fast Company magazine.
Ulrich left the business world for a time to put his leadership skills to use in the Mormon church, overseeing a mission with 150 missionaries. When Ulrich asked them what made a good leader, they told him that leadership depends on personal relationships. “I’ll be honest,” Ulrich was quoted as saying. “I had not picked up on that … I think that was a blindingly obvious fact: Leaders manage personal relationships.”
If you have an opportunity to lead, focus on building and maintaining positive relationships based on trust that stems from honest and consistent communication (also known as respect). You’ll be amazed at the results. www.kmccom.com
What’s the one thing you know more about than anyone else, and a subject in which you’re naturally very interested. The answer: You. This can be detrimental, however, in nearly all things related to organizational success. Let me give you just two examples:
1) I’ve just finished preparing a Powerpoint presentation. I can’t wait to show it off at next week’s meeting. My background color is gorgeous. The text I’ve chosen is in a funky new font and it enters and exits each slide in a most creative way. I like my opening quote, and I love my last slide. OK. Notice how many times you see the words “my” or “I.” This Powerpoint presentation is all about me. Imagine how much more successful my presention would be if I were to take the audience into consideration regarding every single aspect of it. Are they older? … younger? Will I be presenting early in the morning or late in the evening? Are they a tech-oriented bunch or do they lean toward a more traditional approach to most things? Should I emphasize the cost-cutting aspect or the cost-savings aspect? (You get the idea …)
2) I stand to introduce myself at a large gathering of individuals organizing a new group. As I begin to stand, I think of all those things I do professionally which bring me the most pleasure or make me the most money. It’s those things I’ll mention as I share what my business is. Well, that’s one way to do it. Here’s another. What’s the purpose for the organization? Is it a charitable organization? If so, I should emphasize all the work I do for non-profits. Is it forming to recruit an executive director? If so, I should emphasize the fact that I provide facilitation and marketing services. Are they all business people? Well, then I want to point out in a brief introduction my work with the Small Business Development Center, and perhaps mention some well-known business owners who are clients. You understand.
What’s the purpose of this meeting? How can I encourage customers to be moved by the message? What do I need employees to know, or think, or do? In all things, take your audience into consideration and you’ll be more effective at reaching your goals. www.kmccom.com
I first heard the following concept from Bob Sherk, a marketing instructor in the Portland, Oregon area: Selling is getting rid of what you have. Marketing is having what you can get rid of. The former journalist in me isn’t crazy about ending a sentence with a preposition, so I’ve modified it some:
Selling is trying to get rid of what you have.
Marketing is knowing who needs what you’ve got.
An example: Your elementary school-age child comes home with an order form for cookie dough. What to do? You can have him/her call all the relatives and neighbors and take the order form to work (as the form usually suggests), or you can take a few minutes to think about who loves to bake cookies in the fall and winter months. Who is having company soon? Who has two more teenagers in the home? Is there a soccer mom (or dad) who enjoys baking for the team? See the difference between selling and marketing?
It isn’t any different for a small business. Sure, you can advertise here, there and everywhere, hoping that one of your many arrows lands on the right target, or you can start with those who have already done business with you in the past. (I have many ideas to share on how to do this.) Follow that up with finding out where those previous customers “hang out.” That is, where else do they shop, eat, play? What do they read? Who do they know? Wherever your ideal audience hangs out — that’s where you want to advertise.
Effective marketing is the only marketing I want to pay for. (Darn prepositions!) www.kmccom.com
Another news broadcast and another instance of someone misusing the term ‘PR.’ Think back to the many times you’ve heard someone say, “That was just bad PR.” Or, “They sure could use some good PR.”
Public Relations is one area of an organization, much like operations, fiscal services, or personnel. Unlike the others, it is the conscience of an organization. While other departments are charged with compliance, safety, or keeping costs down, the PR Department is there to continually ask:
* “Is this the right thing to do?” and
* “Does this action or response fall in line with our mission statement and beliefs?”
When something unfortunate does occur, it’s those in the PR Department who must have accurate information to pass on to the public about what was in place to prevent such an unfortunate thing from occurring, how it failed, and what will be put in place to prevent it from happening again.
‘Good PR’ occurs when an organization is committed to doing the right thing by its customers and employees. When one is talking about millions of dollars, large equipment, old facilities, or hundreds of employees, something is bound to go wrong at some time. How an organization responds to that and the way in which its leadership has conducted business all along determines how people feel about the organization. Professional PR people don’t spin information. They don’t have to. www.kmccom.com
Seasoned PR professionals know that the first three rules of good PR, whether for an organization or an individual, are:
1) Do the right thing
2) Do the right thing
3) Tell key markets all about the great things you’re doing!
The further we get into the 21st century, the greater the emphasis on social networking and Internet marketing strategies. But, don’t throw out your 20th century PR principles. Those in business, government, or non-profit organizations must consistently be trying to ‘do the right thing’ in terms of responding quickly and professionally. Don’t waste readers’ time, and strive to get to know your customers and their needs, just as one would in a face-to-face situation. Be honest.
Doing the right thing is as important as it always has been in order for an organization to thrive. Again, seasoned PR vets know that word-of-mouth advertising is always the most powerful. With today’s viral marketing, it may be even more important to maintain a ‘WOW!’ level of doing business. One poor experience, and a customer can quickly alert hundreds, if not thousands, of individuals who would have been potential customers.
Doing the right thing consistently leads to trust. Trust leads to positive relationships. Positive relationships lead to long-term business success.
Besides, doing the right thing will always be, well … the right thing to do! www.kmccom.com
