Why Your Family Business Makes for Great Marketing
I discovered an interesting statistic recently – 90 percent of all small businesses in the United States are family-owned. That got me thinking about the positive impact working with family can have on everything from marketing to sales to customer service.

It certainly leads to lots of questions when people call our office to inquire about our service. The other day, my son Damon shared a conversation he’d just had with a prospective client. It went something like this.
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At a glance:

• Implicit media endorsements make you stand out from the competition.
• It’s not advertising; it’s building credibility.
• Maximize your exposure by posting it on your Web site and sharing it via social media.

A colleague of mine, who’s a former newspaper reporter, tells a story about a savvy attorney she knew. He’d tip her off whenever he had a particularly juicy case if she promised to include his name alongside that of his client in her story. Whether he won the case or lost it, people remembered his name and associated him with high-profile cases.  He’d figured out that having his name in the paper bought him something no amount of advertising could: credibility.

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Why Free or Low-Cost Press Release Services Might Not Deliver What You Really Want

Since the early days of consumerism, there is one catchphrase that is still difficult to deny: you get what you pay for.

In the PR business, I’ve had experience – as have some of my clients – with the free or low-cost press release services that seem to have proliferated all over the Internet. In fact, if you Google press release services, you’ll find a wide variety of them. Moreover, a reasonable number of them can deliver on the promise of getting your press release picked up by a good number of Web sites with hits that will show up on your Google and search engine profile. And, once in a while, a release on these services may indeed garner the interest of one or two sizable news outlets. Read more →

It’s a More Complex Question Than You Think

Irony has a way of sneaking up on you when you least expect it.

One of our clients was at a convention this week, and among his activities, he was hosting a panel on the digital revolution in the entertainment industry. While his credentials in the entertainment business are solid, he has yet to figure out how to operate his new Droid smartphone.

So one of my staff emailed him, pointing out the irony and the client emailed back, “I thought ‘digital’ meant they were going to talk about fingers!”

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It used to be that people went to a neighborhood coffee shop in the morning, with their morning paper under their arm, ordered a large coffee and sat down to read the news of the day. Nowadays, the paradigm has shifted just a bit. Today, they go to a Starbucks with an iPad or smartphone in their pocket, order a large coffee (just to have the barista tell them it’s not called large anymore – it’s called Vente) and sit down to check the headlines on their phone.

Years ago, if PR firms got a news placement for their client online, it was like a little bonus — a cherry to put on top of the sundae. Today, it is the very life-blood of PR, with online news coverage making up the majority of how people get informed today. Read more →

How To Measure The Results of Your PR Campaign

I tend to use this space as a “how to” venue. I like to share my insights on how to get the media excited about you, your message, your products, your services and books. My hope is that the information I offer will enable you to generate media placements for yourself to further your public relations efforts.

However, I’m frequently asked about the value of PR in relation to the business goals it’s designed to enhance. People wonder what will happen if they’re able to achieve a picture-perfect PR campaign and get the media to notice them and generate coverage for them. They wonder if the upside is increased sales, or if it’s in the branding or maybe it’s just the increased exposure for their company or projects or their book.

The short answer is yes, but the long answer is a bit more complicated than that. First thing’s first. When we do a print campaign, for instance, we rate it based on the reach of the publications in traditional print outlets and online outlets. We use two key terms – circulation and visitors per month (VPM) – and while one of those terms is old and the other is new, they are based on the same principle. Read more →

How the Presentation of Your Book is as Important as Your Message

Writing a book can be one of the most difficult things in the world to do.  While each author’s experience is very different, the process is almost always the same.

Winston Churchill, the author of many books in addition to being one of the most significant world leaders in history, once summed it up by saying: “Writing a book is an adventure. To begin with, it is a toy and an amusement; then it becomes a mistress, and then it becomes a master, and then a tyrant. The last phase is that just as you are about to be reconciled to your servitude, you kill the monster, and fling him out to the public.” Read more →

There Are Two Ways In The Door, Depending On Your Resources

We’ve all said it at least once in our lives.

It usually happens when we’re watching TV and a talk show host is stumbling over their words or simply not being articulate, and we say either out loud or to ourselves, “I could do better than that.”

In my business, I get a lot of people who are of that belief, and many of them genuinely can do better than that. The disconnect is they believe that because they can be good on the air, it automatically means if they hire a PR agency to attract attention, they’ll have their own talk show and be a national celebrity. Read more →

Usually, I like to dispense advice from the standpoint of having been in the media for 20 years, but this week’s advice is more in the land of common sense.

When you go to the store and you can’t find the exact product you’re looking for, what do you do? Do you just go home empty-handed? Or do you ask a manager? Most of the time, I ask a store or assistant manager if they carry the product, or if they can order it. And, most of the time retailers want to work with customers, so they’ll find a way to get what you want. After all, if they can service your needs, hopefully you’ll keep coming back. Read more →

You know what hard work is. You’ve put in the long hours, worked late into the night, done more working than eating during the lunch hour—all to ensure the success of your business.

You may be thinking about what else you can do to get the news of your products or services more broadly known within your target market. Or, you might be brainstorming future steps to expand your business and make it even more successful. Read more →