NEW ASSOCIATE: THE CAPERTON GROUP

perini & associates is proud to announce The Caperton Group as an associate.

The Caperton Group has the expertise to make a non-profit organization an outstanding leader in that field of service.

“We have achieved much using a single philosophy – Leadership is not a position, it’s an attitude,” said owner Jamie Caperton. “We can help clients apply corporate techniques and strategies to make an organization strong,” she said.

One of the most challenging issues facing non-profit organizations today is finding directors who are knowledgeable in non-profit management.

Most organizations have people serving in leadership positions that are very knowledgeable about the issue they represent but having very little experience developing and managing a non-profit organization.

“The Caperton Group will be the associate that we go to for clients who need leadership mentoring in all aspects of non-profit management, from technical aspects to motivational strategies,” said Michael Perini.

“One of the key components of any successful non-profit organization is in its ability to communicate its purpose and function,” Caperton said. “We can help draft mission statements, brochures, solicitation packets and community education pieces.”

Haiti: Crisis Communication
by Michael Perini, ABC
perini & associates

You don’t have to look long to find officials at all levels, in and out of government and among competing humanitarian organizations, being critical of Haiti’s relief efforts. For example, check out Foreign Policy.

Having first-hand experience with the U.S. military’s Katrina crisis communication strategy and practices, I see some lessons needing to be relearned from our own national disaster.

1. Early and often! A key element of telling the story in a disaster is starting your media presence within hours. I am talking 1-3 max. Most leaders want to wait until they have all the answers. 6, 8 or 24 hours later. Finding that optimal time to talk to the media is a delicate balance, but your organization’s credibility is on the line and so you really don’t have much of a choice.

My experience, having been out in front of the media in crisis, is to start early with a statement of facts, as best you know them, and schedule regular updates for more information. It is a global world so factor in the international media.

Comments reflecting how you plan to manage the situation, that you will or have already assembled the best people, and plan to provide an assessment of the magnitude of the situation, will prove beneficial in the days ahead as you step in front of the camera or use other methods to tell your story.

The world of having the luxury to wait 24 hours after a tragic event, whether local, regional, national or international is GONE! It ended about the time MTV first aired but some senior leaders, again, want to wait. Let me repeat, every story is now global. Online media sources have changed that for all of us in the public relations business. Criticism will mount for your organization and/or activity the longer you wait.

Now, with the new social media entering into the message flow, again waiting is not smart and once you lose your platform for providing facts you will find most of your time spent getting it back as the media will find others to talk in the vacuum you left behind. Clearly, it ‘s a difficult challenge but one that can be managed with a solid strategy and good practices

2. That “talking “head”. There are many who want to be “talking heads” when the media arrives. The challenge of a PR professional is to work with the organizations involved and establish that “on-air” person. Experience has shown that the higher up the organization you go to find that individual the more credibility you have with audiences. One word of caution: Don’t put your senior representative out to the media unless you have practiced, practiced and practiced. Stepping in front of the international media is not the place for a training session. A service we provide is an executive media-training program. Recommend you hold a session on an annual basis with everyone in your organization or activity who might be a spokesperson. A refresher is a good idea just prior to stepping to the global stage.

3. Putting out fires. In Haiti, within 24 hours there were numerous excited and relevatory reports of looting, yet it took several days into the recovery efforts before senior U.N. and Haiti officials responded. Here is just one quote. “It’s clear that it is happening,” said Alain Le Roy, the U.N.’s top peacekeeping official. “But it has happened in Haiti for decades. There was always looting here and there.” A lesson in Haiti’s cultural and historical predilection for looting was no longer of relevance.

After a tragic incident a public relations strategy must be put in place to find, seek and yes “destroy” those stories that don’t seem to be based in fact. One method we recommend is setting up a group to find and “fix” these reports. The group can be of various sizes but it needs to be an integrated part of the crisis communication strategy. A systematic approach with metrics of finding, correcting and disseminating the right information is critical. My point is, when I started out in this business you had 24 hours to get your message to the media; today you have 24 seconds. Accuracy is critical.

There is still much to discuss on crisis communication. Future posts will highlight some more key elements of success.

I would like to hear comments from pre- and post- MTV generations.

Chocolate and Chakras
by Michael Perini, ABC
perini & associates

Check out the New York Times article, “When Chocolate and Chakras Collide”.

There is a new physical activity mixing yoga with a dinner of pasta, wine and, best of all, chocolate!

Not at all combinations that one would think about mixing, right? My point is, that when you have an experienced PR consultant he or she will find the best combinations to meet your goals.

There are lots of tools out there that a PR consultant can bring to the table. From internet-based sources to a “how to” on conducting a business meeting.

NYT’s reporter Julia Moskin reported, “It’s a little weird to sit on a sweaty yoga mat and eat soup,” said one woman, not pausing as she spooned up a smooth, cinnamon-spiked butternut squash purée from a bamboo bowl. “But people are used to doing some weird things in yoga class.”

Well, if you select the right PR firm, you might get some pretty strange combinations but in the end I bet the selection will be correct. Maybe even yummy!!!

Let me know what you think about integrated communication strategies and how they can best be initiated. Also, send me a recipe!

NEW ASSOCIATE: MNM WebWorks

perini & associates is proud to announce MNM WebWorks as an associate.

MNM WebWorks develops internet-based programs that are transforming the way organizations communicate, exchange information and transact business.

“While the majority of our past endeavors have been in the commercial real estate sector, we have completed projects for companies from all disciplines of business,” said Matthew Upton, owner.

The services provided include building market-oriented web sites, database application development, web site hosting and maintenance, search engine optimization, and e-mail systems.

“We used MNM WebWorks for the Perini & Associates web site,” said Michael Perini, owner. “Matthew always listened to what we wanted. He was willing to integrate our goals into his development plan using an attractive design.”

A PR FIRM! Really?

by Michael Perini, ABC
perini & associates

I know it might sound strange, coming from an owner of a PR consultancy, but I am often asked, “Why does my business and/or issue need your services?”
I often hear this from small businesses just starting out who think they don’t need or can’t afford PR, but I have had long time organizations often want an answer as well. I think we can thank all of that desktop publishing software and corner copy shops for making our services in the industry appear that anyone can do this!
Having experience, both as a PR practitioner and as a client, I can understand the value of having good PR advice and counsel.

From my experiences, here are several reasons why someone should hire an outside PR agency. I would surely like to hear your thoughts, so please comment.

1. It’s not a hill that you climb and then hike down! You know those trails that you look forward to exercising on and getting that album photo at the top? You do it once and think that’s it…I have seen the view!! PR is like a continuous lap similar to what our Indy or NASCAR friends’ experience. Once you get started you need to continue going and you need a “crew chief” – or PR expert — to provide you with guidance about the other drivers while helping you stay in your lane, out of trouble and win the race!! GREEN! GREEN! GREEN!

2. On the rocket pad. When you start a new product or service you need to have a strong plan and an even stronger launch. PR is an integrated approach across many disciplines to ensure the maximum altitude for your business or issue. It’s not about a press release or having a tent sale. A system wide approach by a PR expert will make sure your product, service or issue takes off while you and your organization are still on the ground.

3. Where do you stand in line? Success today in this instant information world is often measured by relationships. From family and friends. To customers and competition. You want to be at the front of the line and a PR expert knows how to get you there by developing a strategy that meets your needs while moving you up! Relationships and the quality of them are very important in this techno world we now find ourselves in. That smile can often do more than all the glitz you can muster.