Archive for February, 2008

At the risk of sounding crass, a major disaster at your company is a wonderful marketing opportunity. It’s a unique chance to display competence, empathy and honesty at a time when your reputation is on the line. The public will notice how you react and taker that into consideration going forward.

Too many companies go on the defensive when disaster strikes. History is littered with companies that went belly up after a crisis, not necessarily because of what happened but because of the inept way it was handled. On the other hand, many companies have weathered storms and, in fact, prospered, because of the deft way they reacted to adversity.

Here are steps companies should take to be prepared for when disaster strike:

Have a Crisis Communications Plan in Place. It has to be written and distributed to key players in your organization. It spells out everything from the succession of speakers to the media to the kind of refreshments served in the press room. Having a written plan takes the emotion out of the decision-making equation. You’ll be under enough stress without worrying about how to dress for a news conference. A well-written plan will anticipate just about every occurrence and provide accordingly: if A happens, we do B. If C happens we do D.

Get a Sympathetic Figure Out in Front. You’ll know before anyone the extent of your crisis. Don’t dawdle. Don’t send a mid-level PR manager out to face the media hordes. Get a high-ranking executive out in front of the cameras and behind the microphone to take ownership of the situation.

Take Decisive Action. Even if is costs you in the short term, you will save a lot more in the long run. Whatever you can do to mitigate the problem and recapture the public’s confidence, do it.

Follow up. When the TV crews go home and the spotlights are turned off, don’t abandon the victims. If you make promises, stick to them. If you promise an investigation, release the results. If you say you are going to change procedures, invite the media in to see them when they are adopted.

Nobody wants to deal with a crisis. But if you are properly prepared, getting through a disaster the right way can make your company stronger in the public’s mind.

Popularity: 67% [?]

My clients would rather pay me to get a story placed in the local media than to pay for an advertisement.

Why is that when they are in complete control of the timing, the placement and the message in an advertisement? Pay your money and see your ad. Pretty simple stuff.

That kind of control is not possible when you’re dealing with a reporter, who may or may not relay the message you want. You could end up at the bottom of page B-6 or on the 5 a.m. newscast. You may want the story to hit on a Wednesday, but for reasons unknown, it doesn’t reach the media until Friday.

The difference is credibility. Readers tend to believe what they read about you in the paper or see on TV. It’s kind of like a third-party endorsement. Plus, its good for the ego. Did you ever see a CEO proudly show off his company’s quarter-page ad in the business section?

Ads can seem self-serving and not necessarily believable. It’s easy for them to get lost in the shuffle.

Working with the media can be a challenge. They have different priorities than we do, and in these days of newspaper cutbacks, reporters are more overworked than ever before. They need to feed the beast and our job as PR professionals is to make that as easy as possible by wrapping up stories in neat little packages for them.

Here are a couple of things you can do today to enhance your working relationship with the media:

Understand what the reporter/editor wants. Don’t pitch a lifestyle story to the business editor or an education story to the City Hall reporter. Sounds simple, huh? You’d be surprised how many times PR people pitch stories to the wrong desk.

Don’t waste anyone’s time. Although most newsrooms operate 24 hours, there is always a deadline looming. Find out the best time to call and stick to it. Never ask a reporter to return your call.

Skip the small talk. Get right to the point. Make your pitch and get out of there. There will be other opportunities for socializing.

Offer to follow up in writing with additional background information. Tell the reporter or editor you will call back in a couple of days to answer any questions.

No need to say thanks. If a reporter does a good job on your story, refrain from getting too excited. Never send a gift or other token of appreciation. The best way to say thanks is to pitch another good story.

Popularity: 86% [?]

I came across an interesting post by permission marketing guru Seth Godin the other day. Since a couple of my main clients are Realtors, his advice to real estate agents - Quit Now! - caught my eye.

There’s no question the real estate industry is hurting. Existing home sales are down, prices are down, housing starts are just about non-existant. All over the beautiful Bucks County, PA countryside, I see developments that stand half-built. But Quit Now! That doesn’t sound like advice from a guy who has made his bones seling things to people.

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Just about every business should have a printed brochure that showcases the quality of its products, people, and capabilities. Small businesses, especially, can benefit from a company brochure that is well-written and designed with the customer in mind.

What are the advantages to having a brochure? For one thing, it saves time. By putting all your important information into one document you can quickly communicate who you are and what you do. It also helps establish credibility with potential customers by portraying a professional image. Finally, a brochure can reinforce your USP — Unique Selling Proposition.

Of course, the bottom line of a brochure — and any marketing document, for that matter — is to generate more business. A brochure alone cannot do the job but it serves an important role in your marketing plan.

I ask clients three key questions before even starting on their brochure:

What do I want to accomplish with the brochure?

How can the brochure show customers how you solve problems?

How can we make the brochure inviting to readers?

The honest answers to these three questions will form the basis for the design and content of your brochure.

With that in mind, here are several tips for creating an effective brochure:
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Popularity: 78% [?]

News conferences might seem like a great way for public relations professionals to shine. Clients just love to stand behind a podium, smile for the TV cameras and make profound announcements. Who doesn’t like a happy client?

Problem is, most news conferences are a waste of time. Too much show and not enough news. Reporters, if they come at all, leave the room grumbling and vowing never again to drop everything to respond to your invitation.

If executed properly, however, news conference do have their place in a public relations professional’s arsenal. Following these tips to ensure maximum results:
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Popularity: 100% [?]