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I’m very excited about the New Year. I love the fact that we can use the beginning of the year to refocus and set a new vision for the next 12 months and beyond. In my last post, I talked about how important maintaining and building solid relationships will be to business success in 2009. Another element that will be integral to this equation is passion.

All the gloom and doom reports about the economy can bring even the most positive among us down. Instead of focusing solely on the challenges, how about using the things that motivated you to launch your business to fuel your success in 2009? Just think about all the legendary companies that survived the roughest of times from generation to generation. These businesses were all started by people who felt that they had something to offer consumers - a product or service that would stand the test of time. And, they didn’t stop believing in their vision when times got tough.

In the coming weeks and months ahead, stay focused on why you wrote that book, started that non-profit, opened your beauty shop, or launched your Web development or coaching firm. After you get back to the core of why your business exists, share this vision with others through your website, public relations efforts, advertisements, blog, and other marketing activities. People are more likely to get excited about your products and services when you are. Being passionate really does make a difference.

So, what motivated you to start your business? How will you use your passion and expertise to fuel your success in 2009?

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About Kristina Hill

An expert in marketing communications, Kristina Hill provides integrated marketing consulting services to small and mid-sized businesses through MarComm Creative Group, LLC. The business offers an array of services, including: public relations and media relations; advertising planning and placement; integrated marketing plan development and execution; and writing services.

Popularity: 10% [?]

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A few days ago, I wrote a post called “6 Things That Lead To PR Failure.” In the post, I gave tips on how to avoid common pitfalls that derail PR efforts. You can read the entire post here .

In light of the outrage over the big three auto CEO’s flying into Washington DC on private jets - to ask for billions of dollars in taxpayer money – I have to add that another thing that leads to PR failure is not grounding the private jet.

Now granted, most small business owners are not jet-setting around in private planes. But, the concept of “grounding the private jet” connects to the bigger picture of not letting consumers think that you’re up here, and they’re down there, when marketing and communicating during an economic downturn. The most important thing that you can do in your sphere of influence is to let your customers know that you feel their pain.

In the current climate, image is everything. Take care of your customers during the hard times, and they will be with you on the other side.

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About Kristina Hill

An expert in marketing communications, Kristina Hill provides integrated marketing consulting services to small and mid-sized businesses through MarComm Creative Group, LLC. The business offers an array of services, including: public relations and media relations; advertising planning and placement; integrated marketing plan development and execution; and writing services.

Popularity: 65% [?]

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• January 3, 2009 -- Let Your Passion Fuel Your Success in 2009 (0)
• November 15, 2008 -- 6 Things That Lead To PR Failure (1)
• November 1, 2008 -- Marketing 101: Final Observations From The Presidential Election (0)
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• October 5, 2008 -- PR Through the Charlotte Chamber (1)
• September 20, 2008 -- Marketing In A Down Economy, Part II (1)
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• September 6, 2008 -- Say Cheese! 5 Ways To Use Photos In Your Marketing Efforts (2)
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All businesses dream of the day when they will land that front-page story in the local paper or even national press via top-tier media like the New York Times or USA Today .

The most important thing that you can do during your ride to the top is to sidestep stumbling blocks that can prevent you from reaching your PR goals. Here are six things to avoid in your PR efforts so that you won’t get derailed along the way:

1. In-house confusion : Make a decision about who will be the official "voice" of your company in press releases, interviews, and other public activities. The time to figure this out is before a reporter calls and before you pitch a story to a media contact – not after.
2. Not knowing your story : The public will not grasp your business’ story if you can’t clearly articulate it. Establish what you want to communicate about your business and stick to these points during your PR activities. Share these talking points with other staff as well. You will reap the benefits if everyone is communicating the same message.
3. Forgetting the facts : This connects with the significance of knowing your story. Make sure that you can communicate the vision/mission of your business, reasoning behind your products and services, and other important details.
4. Not setting goals : Be clear about the goals of your interaction with the media during the planning phase of your PR efforts.
5. Lack of flexibility : So, you’ve made a successful story pitch or have been called to participate in an interview. One of your main priorities at this point is to be flexible. At times, you might need to drop everything if the media calls. Being a flexible and accessible contact will make you a long-term source for your media contacts.
6. Unrealistic Expectations : You might not get that front page story for your business right off the bat, but don’t get discouraged. Adjust your expectations about the media coverage your business will receive and be willing to work yourself up the ladder.

These are just a few tips to help you avoid PR failure. Do you have anything else to add to the list?

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About Kristina Hill

An expert in marketing communications, Kristina Hill provides integrated marketing consulting services to small and mid-sized businesses through MarComm Creative Group, LLC. The business offers an array of services, including: public relations and media relations; advertising planning and placement; integrated marketing plan development and execution; and writing services.

Popularity: 30% [?]

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Only three more days until we elect the 44th President of the United States. Although I’m more than ready for November 4th, it will be hard to adjust after all the hoopla surrounding the election comes to an end. I’ve been deeply engrossed in the race for the White House for the past year – carefully monitoring every news source to learn the latest moves by the candidates. It will be an interesting adjustment after all this is over.

As I sit back and watch the major cable news networks hit us with some of their final thoughts on the election, I started thinking about all the marketing strategies and tactics I’ve seen in action on the campaign trail – and there have been many. As we prepare to put another election cycle in the history books, here are a few observations about what has played out:

• Message Is King: A strong message is the foundation of any worthwhile marketing campaign. It has to reflect and communicate the attributes of the brand and resonate with the intended target audience. I’ve been intrigued by the “Change We Need” and “Country First” messages communicated by the Obama and McCain campaigns. We’ll see which one comes out on top.

• The Groundswell Is Real: Whether you like him or not, Barack Obama has forever changed the way political campaigns are run in this country. He used the unifying aspects of social media to introduce himself to the nation; communicate his “change” message and political platform; build a core group of supporters; reel in young people; give his social media followers tools to bring other people into the fold; and of course, raise a boatload of money. I think we have only scratched the surface of what social media can and will accomplish.

• Pictures Say A Thousand Words: We’ve all seen images of candidates kissing babies, standing on stage in front of thousands of adoring supporters, sitting across from world leaders, and spending time with family. Pictures are strategic tools that say a lot (good or bad). As I’ve said before, pictures really do say a thousand words.

• PR Rules: Public relations has had the leading role in this election. Each candidate has skillfully used public relations strategies and tactics in an attempt to control the news cycle and as a result, have the media tell their story for them. There has been lots of PR jockeying during this election, but the more memorable move goes to John McCain for selecting Sarah Palin as his running mate. Everyone has their own personal opinion about whether or not this was the right choice, but she sure had everyone’s attention for a few solid weeks and translated this attention into a jump in poll numbers for the McCain campaign during her early run.

• Endorsements Are Game Changers: On a personal level, getting influential people to say good things about you is a huge plus, and it was no different in this election. Colin Powell’s endorsement of Barack Obama was a fourth quarter score for his campaign.

• Hit Your Target, Expand From There: Every business has a target consumer that they are trying to reach. However, in order for most businesses to grow, they need to expand their customer base. It’s been exciting to watch each campaign try to win support beyond their base – tightening messages, using buzz words, running commercials in “battleground states,” and beefing up community outreach efforts and direct mail distribution. The person who wins this game will probably take the election.

• Customers Always Rule: Any successful business knows that it’s all about you and me – the customer. The presidential candidates know it, too. We’ll see which one prevails in what is the ultimate battle of meeting customer demands – the race for the White House.

I’m sure that I’ll have a few more thoughts to share as Election Day draws closer. In the meantime, what other marketing observations can you share from the 2008 presidential race or even a local election in your area?

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About Kristina Hill

An expert in marketing communications, Kristina Hill provides integrated marketing consulting services to small and mid-sized businesses through MarComm Creative Group, LLC. The business offers an array of services, including: public relations and media relations; advertising planning and placement; integrated marketing plan development and execution; and writing services.

Popularity: 47% [?]

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This summer, I wrote a post called, “Make The Big Story, Your Story.” The post talked about how businesses can capitalize on local and national news trends to generate PR traction. I wanted to follow-up on this post by giving you a real-life example of this strategy in action.

I worked with one of my clients, Dr. Felecia Harris of Educational Enhancement, Inc., to develop a strategy that uses her expertise in cultural intelligence and maturity; organizational, leadership, and personal and professional development; and diversity training to link to the current political focus that’s gripping the U.S. on a local and national level. This strategy helped to secure an article by Dr. Harris in Friday’s edition of the Charlotte Business Journal. In the article, she uses her expertise to give tips on how to deal with political discussions in the workplace. Click here to read the intro to the article (note: you have to have a subscription to read the entire story).

You can generate buzz about your business  by following news trends, too! Can you offer an expert opinion on issues related to local and national elections? Have you implemented cost-saving strategies at your business in response to the economic downturn? The holiday season is right around the corner. Does your business have anything special on tap?

The news cycle is 24/7 so there always will be opportunities for you to explore. So, keep your eyes and ears tuned so that you can be ready to benefit from the next big story!

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About Kristina Hill

An expert in marketing communications, Kristina Hill provides integrated marketing consulting services to small and mid-sized businesses through MarComm Creative Group, LLC. The business offers an array of services, including: public relations and media relations; advertising planning and placement; integrated marketing plan development and execution; and writing services.

Popularity: 47% [?]

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My blog partner Kristina is always going on about the importance of good public relations as a key ingredient in a successful marketing strategy.  I believe that I am accurate in saying that most Charlotte Chamber members overlook PR opportunities within the Chamber.  From print to web, the Chamber has a host of media properties just itching to feature your company and content including:

1. Ventures Charlotte Magazine: Quarterly print publication
2. eVentures Newsletter (click here): Monthly email newsletter
3. Chamber Blog (click here): Daily musings on Charlotte Chamber developments and general Charlotte business topics
4. Chapter and Council Communications (click here):  Monthly communications distributed to the members of local area chapters and industry councils. 

The main advantage of seeking Chamber media attention is targeting.  With three to four thousand member businesses, the Chamber audience is a perfect place to go fishing.  You can pitch a news story about your business or an educational article to the editors of the various print publications and position yourself as an expert in a guest blog post. 

Your feature opportunities are limited only by your creativity. Just remember the golden rule of PR that you must tailor your story pitch to the publication’s audience, answering the question in the editor’s mind, “why should I care?”

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I was inspired to cover this topic after reading Kristina’s post 5 Ways To Use Photos In Your Marketing Efforts; “hats off girlfriend”.  Like me, I am sure some who read the post got really excited about the potential for adding images to your communications material but thought; “I am not a graphic designer, how the heck do I do create images?” 
 
For print documents you should rely on a competent graphic designer to create camera-ready art but for frequently changing content with fewer graphic standard demands (blogs, electronic newsletters, website content areas, etc.), online editing tools make the creation process simple and fun. 
 
My tool of choice is PicNik.com.  I used PicNik to create the image above in about 5 minutes.  This free online resource allows you to upload images that you have usage rights for and manipulate the image in a number of ways:

1. Crop:  Cut out unwanted elements of your image
2. Edit:  Remove red-eye, adjust brightness, sharpen and more with ease
3. Add slick one-click effects: Easily add picture frames, emboss, color effects, drop shadows
4. Re-size:  Adjust the size so your image fits perfectly into it’s new space at your blog or newsletter (Tip:  For blogs and newsletters a width between 210 and 250 pixels is good for images inserted into paragraph text)

Okay I hear you thinking now, “…where do I get photos and images to edit?”  There are a lot of free online sources for images.  My personal favorite is Stock Exchange.  As a courtesy consider giving free image sources some some props by adding a reference.
 
What are you waiting for?  It’s time to whip that blog post into shape!

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One of the things I like about today’s media landscape is our ability to use multimedia elements to help tell our story. Of course, video is a great tool to have in your marketing arsenal, but what about the tried-and-true photo? Photos are useful because most people love to look at them. I know I’m not the only one who flips through the photo section of magazines when I’m in line at the grocery store or waiting at the doctor’s office. A picture really does say a thousand words. Here are 5 simple ways to use photos to tell your businesses’ story:

1. Distribute photos with your press releases : Set a goal of sending relevant photos with your press releases – whether the distribution is direct-to-reporter or online. When possible, steer clear of the standard “stare in the camera” shot and rely on an action shot that brings the copy in the release alive. Some examples might be a key executive giving a speech, an employee receiving an award, or your staff interacting with the community.
2. Send photo releases : While press releases should be included in your marketing strategy, sometimes a stand-alone photo release will work just fine. Find out what local publications and trade media outlets in your industry accept photos and submit your entry. Don’t forget to include an eye-catching caption and the names/titles of the people in the photo.
3. Post photos on your website : Pictures are one way to add personality to your website. Some of the photos you can include on your site are headshots of your key employees; pictures from events; product shots; and even customers.
4. Use photos in your press kits : Relevant photos in your hard copy or online press kits are a huge asset to your marketing efforts because you’re giving reporters what they need to share your story. For instance, if you’re releasing a book, try including an image of the book cover in your kit. If you’re announcing the launch of a new website or other online platform, a nice screen grab should suit your needs.
5. Upload photos to online news sites : A growing number of websites for local newspapers now accept video and photo uploads. What an opportunity to generate free publicity, especially after special events. Find out the photo submission process for your local newspaper’s website and give it a try.

One final tip is to find out the size and format requirements before submitting your photos. A .jpeg file is pretty standard but sometimes an EPS file might be requested. These are just a few suggestions for using photos during your marketing efforts. What are some others?

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About Kristina Hill

An expert in marketing communications, Kristina Hill provides integrated marketing consulting services to small and mid-sized businesses through MarComm Creative Group, LLC. The business offers an array of services, including: public relations and media relations; advertising planning and placement; integrated marketing plan development and execution; and, writing services.

Popularity: 31% [?]

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Successful marketing takes time and ongoing effort to develop ideas that really connect with people. Because we’re all crazy busy juggling multiple personal and professional tasks, I wanted to share four simple things you can do this week to support your business’ marketing efforts. Here goes:

1. Develop PR Ideas: Jot down ideas that you can use to develop press releases and story pitches. Check out several local and national news outlets to see what the hot topics are if you need inspiration.
2. Expand Your Customer Incentives: The economic downturn has people thinking about how they can save money. Can you launch new incentives to attach additional value to your products and services? Some ideas could include hosting free product demos, discounts on select purchases, or a rewards program.
3. Refresh Your Website: People will be more likely to visit your website on a consistent basis when there is fresh content. Take time to review your website to see what new content can be added. Tips and how-to information is always popular.
4. Review Your Advertising Campaign: Contact your local radio and TV stations to request advertising rate and demographic information. If you’re already advertising, select outlets that allow you to connect with a new customer base.

These are just a few things you can do this week to market your business, and still have time to tackle all the other things you have on your plate. Have a great week!

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About Kristina Hill

An expert in marketing communications, Kristina Hill provides integrated marketing consulting services to small and mid-sized businesses through MarComm Creative Group, LLC. The business offers an array of services, including: public relations and media relations; advertising planning and placement; integrated marketing plan development and execution; and, writing services.

Popularity: 28% [?]

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My public relations professor in college always said that public relations is about “human relations,” which simply is the ability to connect with people. Although this isn’t brain surgery, what can sometimes get lost in the fray as we’re tying to tell our story is that reporters are people we need to connect with, too.

One of the best things that businesses of all sizes can do is develop a relationship with the reporter who covers the area they operate in. One sure-fire way to accomplish this is to invite your beat reporter for a quick lunch meeting. If the thought of this has you shaking in your boots, here are a few questions you can use to break the ice:

1. Tell me about your beat: There’s nothing a reporter hates more than being spammed with press releases and story pitches that have nothing to do with what they cover. Use your meeting to get a clear picture of the reporter’s beat and story preferences.
2. How do you like to receive information: Email is the contact preference for most reporters. However, some may prefer fax or even snail mail. During a recent event for the Charlotte Area Association of Black Journalists, one reporter shared that she’s partial to hand-written letters. Find out the reporter’s preference and deliver the information as requested.
3. What’s the best time to contact you: All reporters work on deadlines, especially those at daily newspapers or TV stations. The deadlines for long-lead pubs like magazines vary. Find out what the reporters deadline is and don’t call during this day/time unless you have a great resource who can be used in a breaking news story.
4. How can I help you: Don’t leave the table without learning how you can be a resource. Becoming a reliable resource is the best way to build and sustain your relationship with the media. Find out who he or she needs access to in your organization for interviews or send reports or trend stories that would be of interest just because. This will pay off in the long-run.

Public relations is all about relating to people. Reporters are an integral part of this equation. So, what are you waiting for? Pick up the phone and request a lunch meeting.

Bon Appétit!

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About Kristina Hill

An expert in marketing communications, Kristina Hill provides integrated marketing consulting services to small and mid-sized businesses through MarComm Creative Group, LLC. The business offers an array of services, including: public relations and media relations; advertising planning and placement; integrated marketing plan development and execution; and, writing services.

Popularity: 36% [?]

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