Perini & Associates, a public relations firm based in Colorado, has developed  a  tool to assist managers of organizations, events and issues with determining public relations requirements.

The new assessment tool provides the company executive, event coordinator, or issues advocate with a roadmap designed to integrate public relations practices — top to bottom — for success.

"Cat" -- PR assessment for the rest of us

There are three tools available:

• Organization-CAT
• Issue-CAT
• Event- CAT

Each Communication Assessment Tool (CAT) is useful in analyzing the communications environment within an organization, event or issue.  The tool works for start-ups, non-profits and businesses of all sizes.  CAT is also very useful for the volunteer leader attempting to set up an event or activity.

“It really is the tool for the rest of us,” said Michael Perini, owner of Perini & Associates.

“It ‘s not ‘one stop shopping’ for successful public relations anymore and this tool combines strategies, capabilities and tactics,” said Perini.

Perini & Associates experience is what makes this assessment tool so valuable.   The experience of more than 30 years in the PR field by  Perini an then adding the company’s experienced associate team to the assessment process is the difference.

Most often, analyzing the benefits of PR integration has been subjective and haphazard at best. From a client’s perspective, they don’t often go through a rigid analysis.  Why?  ”They think they understand PR because they have a website or have written a press release,” Perini said.  ”The results of this tool allows focus and synergy,” he said.

Also, there has been limited available resources that understand and have been able to articulate the need for such a useful service.  ”We view PR as a strategic management function, responsible for listening to the customer or supporter and the employees or volunteers and helping management make decisions based on what all these ‘audiences’ think,” Perini said.

Once a client agrees to the assessment, Perini & Associates selects the proper tool, i.e., O-CAT, I-CAT OR E-CAT.   “First, we meet with the senior person for the organization, event or issue,”  Perini said.  ”Then we use our tool to establish the current communications environment from top to bottom.  A series of questions forms the basis of each assessment tool and a confidential report is provided with recommended steps to better integrate PR,” he said.

Public relations firms serve as a combination of communications counselor, navigator, and interpreter. “By taking advantage of every available channel, working with the client and understanding the target audience outcomes can be transformative,” Perini said.

Below is a list of important areas reviewed using the CAT:

Strategic Communications Services

Reputation/Relationship Management

Access Services

Business Development/Branding/Sponsorship

Government Affairs

Public Affairs

Minority/Multicultural Relations

Message Development

Direct Marketing

Event and Seminars

Issue/Crisis Communications

Media Relations

Executive Media Training

Writing Services

Community Relations

Speeches and Presentations

Employee Relations

Internet-based strategies

Website Design/Search/Assessment

Video Production

Legal Support

“The impact of such a tool will make a business more profitable, and event better attended and an issue better understood,” Perini said.

Perini & Associates determines up front the cost of the analysis, which is based on the scope,  size of the organization, event or issue and time allowed for the analysis.

To learn more about Perini & Associates and how we can help your company, event or issue please visit www.periniassociates.com or email us at: customerservice@periniassociates.com

Time for a Nonprofit PR Boost

by Michael B. Perini, ABC
perini & associates

There are currently more than 1.5 million nonprofit and charitable organizations in the United States, according to the National Center for Charitable Statistics

In a world where sharing is more critial than ever, how do nonprofit organizations “tell their story” with so many of them reaching out by-in-large to the same public?  A public , by the way, that is strapped for free time and resources.

Look around you.  We all know folks who are struggling now in the current economic crisis.

Truly all these organizations have the same challenge:  to  reach out in a embracing manner that informs, educates and becomes a call to action whether it be volunteering or those dreaded  two words: F U N D   R A I S I N G.

Many nonprofits, especially at local and state levels, do not have the in-house public relations staff to provide that key advice and counsel in the 24/7/365 instant information world in which they must compete for time and attention.

Having experience on several nonprofit boards plus experience starting up a volunteer service organization, I can say  that the road today is a tough one.  HOWEVER!  It can be traveled!!  And, with this post I offer a few necessary tips and tricks to make the public relations aspects of the nonprofit organization work.

Where is da plan? I recently was a guest presenter at PRSA Colorado’s annual “PR Boost” for nonprofits. A wonderful opportunity for local nonprofits and an activity that should be repeated elsewhere.  Nearly every nonprofit representative I worked with said, “What plan?”  Having a communications plan is critical as a necessary first step.  It’s your roadmap to success.  A basic plan has the following areas of concentration:

• Part 1: Introduction with Mission Statement
• Part 2:  Situational Awareness/Challenges to overcome/Identified target markets
• Part 3: Marketing Strategy and Objectives/Financial Objectives/Marketing Objectives
• Part 4:  Tactical Programs/Target Markets/Services, Programs and Products/Promotion (advertising, sales, public relations and personal selling)/Implementation time table with long, mid and short-term strategies
• Part 5:  Budget (1, 3 and 5 years)
• Part 6:  Additional Considerations (Internal and External Factors)

What really works! Everyone wants to know the answer, right?  Well, it isn’t just having a website. If you have a site  it has to be updated frequently and must communicate effectively.  It isn’t just having your organization page on facebook. The “wall” needs to pop and content updated.   It isn’t one event to attract folks to your organization.  A more frequent strategy for special events is often a better course of action.   Remember, all these activities are just “dots” or separate activities.  Isolated likely and without links to the other often I find.  In my view, the key is “connecting the dots”.  Having an integrated approach —  where all public relations practices tie together — there is your key to success that will also result in a remarkable return on investment.

Grade your paper!  Isn’t the cat cute?  Well, I think so.  The graphic represents the “CAT” or Communications Assessment Tool that we have developed at Perini & Associates.

Mr "Cat"

Our analysis guide  covers the public relations aspects for a nonprofit — from top to bottom.  The end result is a “prescription” toward success.  ”Two aspirins or open heart surgery,” I often tell clients. What does your lab report indicate?

If you don’t have public relations expertise in your nonprofit I would recommend you find a successful practitioner who can evaluate your PR pulse and provide you a plan for success.  Contact us at: customerservice@periniassociates.com.

Yes, it is a tough time for nonprofits.  But it is a time in our nation for sharing in both resources and volunteering.  I see it daily in my professional and personal life.  I hope you do as well.  People need a push as to where to turn their talents and resources and nonprofits need to do a better job of informing.

Finally, the recommendation I have for nonprofit success is moving above the crowd and showcasing the value of your organization in connected and planned ways.  You can get a real boost if you take the time to invest in seasoned public relations practices.

Please let me know what has worked for you and your nonprofit.  If you need a guide, please let Mr. Cat  assist.

Engage or Not with the News Media

by Michael B. Perini, ABC
perini & associates

President Abraham Lincoln once said, “With public sentiment, nothing can fail. Without it, nothing can succeed”.

No matter what sector you work in, long-standing success won’t come without the support of an informed public.

In Part I of this series on media relations,  I discussed several key factors, that if applied appropriately, will make for a successful media engagement.

My experience working with the media has produced some important lessons learned.   And, if  you think you don’t need to worry about standing in front of a camera…just check  the news today!  See how many  CEO’s, educational leaders, government organizations, non-profits, advocacy leaders are finding themselves on the front pages.

Consult a public relations consultant. These professionals have the education and experience to provide informed counsel with respect to audience identification, message formulation, public opinion, etc.  Contact that public relations expert early to help prepare and communicate your message.

Never pass up an opportunity! To tell your story to your own employees, the public and to potential supporters or fans. If you don’t, others will, and you might not like what they have to say.  This means that you must always be prepared.  Know your messages.

Honesty is the best — and only — policy. Our credibility with public and internal audiences depends on openness and honesty.  Absolute integrity and truth need to be the watchwords — always.

Always deal with bad news immediately, openly and honestly.  An organization’s reputation is defined by how it responds to adversity or crisis.  Dare I mention BP, for example?  Today, they have made great strides in public communication.  Again, the situation doesn’t get better with time — honest!  Remember, the basic principles of risk communication: admit you did it, say you are sorry and explain what you are doing to make sure it doesn’t happen again.

Always think! Ask yourself, “who needs to know, who should I coordinate with and who else might be working on this project, issue or crisis that I should collaborate with?”

Finally, use common sense. Yes, engage!  Do so with preparation.   As I posted in Part 1 and it is worth repeating: You wouldn’t go into potential combat without training and a good strategy. Do the same when there is a camera  focused at  you.  Please share your tips on media engagement.

New Woodland Park, CO Logo and Tagline

(WOODLAND PARK, CO) — To promote the Woodland Park area as a unique and distinctive community destination in the Pike’s Peak region, the Greater Woodland Park Chamber of Commerce, the City of Woodland Park Office of Economic and Downtown Development (OEDD), and the Woodland Retail Alliance established a project in collaboration with partnering community organizations to develop a fresh brand and marketing strategy.

“The intent is to build recognition for Woodland Park’s myriad amenities and make it the preferred destination for local and regional consumers and beyond, generating more business and revenue for the community,” said Mike Perini, Woodland Park Area Marketing Task Force spokesperson.

“The development of the new brand and tagline — Elevate Your Attitude — for Woodland Park was achieved through intensive creative workshops and brainstorming sessions which sought to build off of findings from community outreach,” Perini said.

In early 2010 to accomplish this goal, a Task Force formed, consisting of more than 25 representatives from agencies and organizations throughout the community, and with the help of a Cripple Creek and Victor Gold Mining Company grant, contracted with Denver-based Centro Inc. and design-firm Julipp. A community-based process was initiated to bring the Woodland Park community to consensus on a unified brand and marketing approach.

A critical component, according to Perini, was to create a compelling marketing campaign to support the brand.  “We are now using a new, fresh and clever marketing campaign that supports the Woodland Park Area’s new brand and tagline,” he said.

A fact-gathering process was undertaken to lay the foundation of this brand and marketing strategy, Perini said.  This process included:

• A review of existing studies and data about Woodland Park to understand current conditions and market potential.

• Interviews and roundtables with a cross-section of Woodland Park community stakeholders, including community organizations, merchants, property owners, city staff and elected officials and other members of the community, to build consensus around goals and objectives for the brand and marketing strategy, to identify challenges and opportunities presented by the development of a unified marketing approach and to unite everyone around key messages.

• A review of current Woodland Park marketing efforts and suggestions for improvement from the Woodland Park High School entrepreneur class.

• Colorado Springs focus groups to test perceptions of Woodland Park and to understand how visitors from “down the hill” get their information as well as what activities, events and messaging would be compelling enough for them to be encouraged to explore Woodland Park.

The following target markets were identified as key audiences towards which strategies in the Woodland Park area brand and marketing strategy will be directed:

Community Members: “This plan aims to unify locals to support what exists and provides new opportunities to involve residents in the growth and development of Woodland Park,” Perini said.

Day-Trippers and Regional Visitors: There is a significant front-range population that regularly turns their weekend days into day-trips into the mountains to explore new communities and recreational opportunities. “Packaging these experiences as ‘weekend retreats’ will be positive for Woodland Park’s success,” Perini said.

Destination Visitors: Traffic counts suggest a large number of passers-through headed to other locales. Passers-through require visual cues to alert them to what’s available and what’s offered in Woodland Park. “A portion of the marketing plan contains strategies to visually advertise what Woodland Park has to offer as the cars pass through,” he said.

Investors and Entrepreneurs (Existing and New): Improving the financial position of the community and bringing more businesses to Woodland Park to support the residential base means making a concerted marketing effort directed towards investors and entrepreneurs who may consider Woodland Park a place to invest in a new business or retail concept.

Woodland Park Area Marketing Task Force members:

Jed Bowman, Superintendent, Woodland Park School District Re-2; Jennette Brown, Owner, Flutterbys & Party Bugs and DDA Board Member; David Buttery, City Manager – City of Woodland Park;  Jamie & Ben Caperton, Owners, Charitable Treasures; Rick Chulick, Owner Chulick & Kozleski and Chair, Woodland Park Chamber of Commerce Board; Kim Clarkson, Owner, Gold Hill Java and Chair of Gold Hill Square Merchants Association; Carla Clausen, Owner, Banana Belt Liquors; Phyllis DeLaney, Rampart Library District; Sue Greene, Owner, UPS Store; Ralph Holloway, Owner, Seven Arrows Gallery and Chair, Woodland Park Arts Alliance Board; Beth Kosley, Executive Director, Office of Economic & Downtown Development; Jane Mannon, Manager of Community Affairs, Cripple Creek and Victor Gold Mining Co.; Bob McMillan, Chair, Economic Advisory Group; Debbie Miller, President, Woodland Park Chamber of Commerce; Darwin Naccarato, Mountain Arts Council; Deb Nichols, Owner, Cowbells & Deersnake Gallery; Mike Perini, Principal, Perini & Associates; Tony Perry, President, Park State Bank & Trust; Rita Randolph, Woodland Park Library; Steve Randolph, Mayor, City of Woodland Park; Rick Wetzel, Investment Advisor, Bennett & Co and Advisors — Woodland Park School District Re-2 Board; Vera Egbert, Branch Manager, People’s Bank and President, Woodland Park Retail Alliance.

In addition to the development of the primary brand, supporting graphic elements were created for advertising, marketing and collateral pieces. Each of these elements allows for a unique use and “tone” to the brand messaging.

Critical to the success of the branding initiative is to create a community portal website that ties into the new Woodland Park brand. Perini said.  “This means aggregating information into one, easy-to-find location. The site will be an amenity for residents and visitors alike and will be a one-stop shop for all critical information about the community,” he said.

Other key marketing tools to be used:  Social media tools, finding a more visible location for the Woodland Park Area Visitor’s Center, leveraging of the Meadow Wood Sports Complex, creation of a new signature event that defines the Woodland Park Area, and leveraging existing events.  Creating partnerships with camp and retreat centers in the Area is also planned. “Over a dozen retreat centers and camps call the Woodland Park area home, and during the stakeholder outreach community members brought forward suggestions to create closer ties with these organizations to build better marketing opportunities and to explore event ideas that could utilize these facilities,” Perini said.

The current branding and marketing effort grew out of  conversations among community leaders.