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by Michael B. Perini, ABC
perini & associates
Government contracting is a complicated process and successful business development is key to creating the relationships that will open doors to winning contracts.
Here are some useful tips — “The Important Dozen”.
1. Seek a public relations expert.
2. Think like a reporter.
3. Have a good story…then TELL it!
4. You need a great message!
5. It isn’t just about churning out proposals. That is the first step, sure, but not the last one.
6. A PR consultant can help a company from being considered a “novice” business by avoiding these mistakes and helping with charting the correct course:
7.Give it to the pros. You go to a doctor when you are sick. You seek a lawyer when needing legal advice. So, ask for assistance and do not do PR yourself.
8. Do not be inconsistent. Pleasant persistence pays. A PR pro can assist you with the strategy and tactics for staying in touch regularly.
9. Public relations experts can help with positioning stories in proper print, electronic and Internet locations.
10. Be smart about “delivery vehicles” – traditional and new media.
11. Your company needs a crisis communication plan – before the crisis!
12. Take the binders off and see that there is a key. marketing’s role in driving revenue, gaining market share and shaping mindshare!
EXTRA! Shaping what contract officers and decision makers think of company “X” is a particular strong suit for a public relations consultant.
Perini & Associates is CCR-registered. If you need assistance with the PR challenges when seeking government contracts please contact us.
Recommendations: Worth reading or viewing
Occasionally, I will recommend a news article, book, blog post or a short video clip to view. This “eperini Readview” references the USA TODAY report about emergency alerts on cellphones — mbp
by Mike Snider, USA TODAY
Cellphones get emergency alerts
Consumers will get emergency alerts for hurricanes, tornadoes and other disasters on their cellphones as part of a new alert network to be announced Tuesday by the Federal Communications Commission.
The Personal Localized Alerting Network (PLAN) will allow emergency officials to send geographically targeted text messages to cellphones in areas where danger threatens. “The traditional alerts on radio and TV are still important, and they will continue, but more and more, mobile devices are becoming essential. You have them with you,” says FCC Chairman Julius Genachowski. “In the event of a major disaster, government authorities can get lifesaving information to you quickly.”
Tuesday, at the World Trade Center site in New York, Genachowski, New York Mayor Michael Bloomberg and Federal Emergency Management Agency Administrator W. Craig Fugate will announce that New York will have the free PLAN service operational by year’s end. Officials also expect to have Washington, D.C., on board by then. Four cellular providers — AT&T, Sprint, T-Mobile and Verizon —have collaborated to voluntarily initiate the service prior to an April 2012 deadline for PLAN enaction throughout the nation. Officials hope to include the entire metropolitan area of the two cities.
Some current cellphones, including some iPhones and some Android phones, already have the circuitry required to receive PLAN alerts. The iPhones that have the capacity to get alerts, says AT&T’s Robert Quinn, will require software modifications. New AT&T phones due out in October will be PLAN-ready.
The FCC’s website will have a list of carriers participating in the network, but consumers will need to ask their wireless provider if their current phone has the required chip that can get a software upgrade to activate the services. Carriers eventually will be required to tell consumers at retail whether phones are PLAN-enabled.
Consumers are automatically signed up for alerts, but they can opt out of alerts relating to imminent threats to life and safety and Amber Alerts. However, they cannot opt out of presidential alerts. “Think about the South a couple of weeks ago,” Genachowski says. You could alert “a particular local community that the tornado’s path has changed: ‘It’s coming to your community. Evacuate.’ Or, ‘The tornado is much stronger than previously anticipated. Take action.’ It’s very important.”
Before or during an emergency or terrorist threat, the alerts will be initiated by local, state or government agencies. Once FEMA and PLAN have ensured that an alert is valid, it will be forwarded to wireless providers, which will relay the message to consumers.
People with cellphones in the affected area would get the alert, but someone who lives in the affected area but happens to be out of town would not get the alert. Visitors to the area also would get the alert.
In an FCC hearing last week, FEMA’s Fugate noted that Japan has a similar cellphone warning system that helped prevent casualties during the March earthquake and tsunami. “We saw in Japan,” he said, that an alert sent 15 to 30 seconds in advance of a disaster “can save lives.”
Top Email Marketing Services
By Michael B. Perini, ABC
perini & associates
One of the best ways to keep your audience coming back is through email marketing. I believe strongly that it’s better and more effective than regular email.
Using attractive, professional-looking email communications to stay in regular touch with customers and prospects is a great method for building strong customer relationships.
Here are three reasons why you should consider email marketing:
1. Affordable. Email marketing is affordable regardless of budget. Besides, you can save on paper and postage. There’s nothing to print, no stamps to buy, no envelopes to stuff, and no more paper cuts. Being “green” is an environmental friendly good result.
2. Boost customer communication. Email newsletters are fast and inexpensive to create. So you can send them more regularly than paper ones. And email marketing puts you in customers’ inboxes more accurately than regular email. So you’ll avoid spam filters and be seen by more people. And you’ll stay top of mind with people who want to hear from you.
3. Target your audience. By segmenting your database and creating smaller customer lists based on their interests you can send more relevant and targeted messages. The result: more response and action on your emails. After all, isn’t that what you want?
There are a number of good email marketing services to use to get the word out.
Here are the 5 top services we recommend. All allow you to import mailing lists, remove unsubscribed contacts, group your email contacts, automatically detect duplicate emails, forward to social media outlets and require an Opt-in feature.
Finally, from these recommended services it’s quick to see results with real-time reports.
Constant Contact, for example, allows you to schedule email delivery for when your audience is most likely to check email, so you’ll increase the likelihood they’ll read it and take action.
You can see who opened your emails, who forwarded them to friends, and even who you need to resend them to. You can also tell who clicked on which links in your emails, allowing you to understand what people are interested in reading about, and tailor your content to get the best response and most business.
Email marketing an easy, effective, and affordable way to keep your audience coming back! Let us know if we can help you get started. If you already use email marketing let us know any lessons learned.
by Michael B. Perini, ABC
perini & associates
Are you wondering where public relations is going in 2011? Here at Perini & Associates our task is to anticipate communication trends and serve our clients with up-to-date information and counsel so they can thrive in their business, special event or issue advocacy.
So, yes, we have given a lot of thought to what to expect in the instant information age in which we all will work, live and play during the next 12 months.
The impact of new communications methods on building and maintaining relationships brought about by the rapid innovation of products, in a world where many believe that “it’s the economy, stupid,” will continue to be the context in which we address the challenges ahead in public relations strategies, practices and programs.
Here is where we think we are going in 2011.
Search marketing and social media — a collision course. Arron Goldman, chief marketing officer at Kenshoo and author of Everything I know about Marketing I learned from Google said, ” To date, search has been the primary way people have found things on the Internet. Looking for a place to eat? Google it! Want to know what camera to buy? Google it! That’s changing though. As more and more people join Facebook, Twitter, and other social networks, the answer to these questions is no longer, “Google it!” It’s now, “Ask your friends.” Or, “Ask your followers.”
So, whether you like it or not, the future is social. Organizations, event planners and issue advocates need to be prepared for this shift in search power.
If you aren’t mobile…you aren’t moving. Earlier this week Apple and Verizon announced the iPhone being available to Verizon customers. This development, with all the communications capabilities contained in the device, plus the popularity as a result of being available to AT&T’s customers for four years now will further accelerate movement to these type of smart, hand-held devices as THE way for consumers to communicate and enhance relationships. Therefore, understanding how to use the technology, like “delivering just-in-time deals” to better social services and information, is critical and more vital than ever.
Unlocking the marketing budget to elevate credibility. Given the current economy, it isn’t surprising that many companies decided to slash their marketing dollars. Unfortunately, this decision snowballed the spiral of sluggish sales and stalled customer growth. Executives learned — the hard way — that the “C-word” or “credibility”, was tarnished by locking up PR dollars.
Dr. Steve Bistritz, co-author of Selling to the C-Suite, says, “Credibility is a non-negotiable component of a vendor-client relationship, and today it’s more important than ever.” Establishing credibility through brand loyalty — with positive referral actions as a result — is a trend that will continue to grow in 2011. There is business out there. The challenge is identifying and engaging with customers – establishing credibility — and that’s where a public relations pro comes in to chart the way ahead.
Finally, where we go in 2011 will be a result of two challenges. First, what will the prescription be to bring our economy back to health? Second, when will we let the public relations experts coach?
We predict that both challenges will see major improvements this year. You can count on Perini & Associates being right in the mix of providing advice and counsel as we take public relations to new levels in 2011.
Get out and vote!
by Michael B. Perini, ABC
perini & Associates
“To prove this, let facts be submitted to a candid world.”
The cornerstone of modern day public relations practices in America can be traced to the key “messages,” like the one above, found in this important document.
Take time to read the Declaration of Independence from a public relations perspective. You will find the document a great example of the art and science of analyzing trends, predicting consequences, counseling organization leaders and implementing programs of action — all at the essence of PR. I would like to hear if you agree or not.
I believe, when you are finished reading on your iPad, smart phone, computer and/or other means, that you will understand why it’s in your interest — the public interest — that you get out and vote.
I will see you at the polls!
PR should not be scary
by Michael B. Perini, ABC
perini & associates
With the Halloween holiday around the corner and those creepy spiders crawling up walls everywhere, I thought a post on what makes public relations scary for many a perfect fit for this weekly post.
Yes, believe it or not, there are many business owners, adovacy gurus and event planners who, when they think about PR, run off and hide in the woods. Or, a more frightening thought, decide to do the public relations work themselves. SCREAM!
In the long run it’s cost effective to have a professional public relations consultant navigate through the cobwebs and darkness that often surround public relations. Public Relations won’t be scary if you are mindful of the following potential horrors and take steps to avoid them:
1. You want to run your own business: Not your publicity campaign. You really do not have the time or expertise to put your product or service into the appropriate target audience(s). You really can not do it all when it comes to developing a public relations strategy followed up with effective tools.
2. There are many ins and outs to pitching the media: You can hurt your business, your reputation or issue support by using a haphazard approach. So, let someone who has built relationships with the media take this work on.
3. What you really need is a new perspective: A consultant who lives and breathes public relations can see your business, event or issue in a new light. Too be honest you really don’t have a “fence” around all ideas. Let a new set of eyes help you work smart.
4. Need to save money? Most small to midized businesses find that having an outside public relations consultant is far less of an investment than hiring in house. You simply pay to enact a program and thus you save those employee costs. Now, I bet your accountant will like those pumpkins!!
5. Sales down. Business slow: The prescription is usually developing a marketing plan, updating the website, establishing an outreach program, creating lists to call on, finding “fans” to share the story. Multiple touch points in a sustained manner is critical to protect the brand and foster business. Again, a PR consultant can take the fear out of this process.
So, this Halloween go out and find a public relations consultant. One who is the right choice for you. Remember, PR need not be scary, as spiders are to many, if someone is guiding you through the night.
Trick or treat! Have fun. Be safe.
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The Power of Print
by Michael B. Perini, ABC
perini & associates
Contrary to what you might think magazines are being fueled by the internet. Yes, amidst all the excitement with social media, i.e. Facebook, YouTube, Twitter and the like, we are still reading magazines. And most noteworthy is the fact that young adults are taking time to subscribe and/or pick up single copies.
Earlier this year, the leaders of five major magazines companies launched “The Power of Print” campaign. The campaign promotes not just the enduring strengths of the medium, but according to the official press release, “also spotlights consumer commitment to magazines.”
“Readership is actually increasing,” said one publishing expert. ”Adults between the age of 18 and 32 are among the most dedicated readers.”
What has changed isn’t “people’s affinity for magazines” but the means by which they acquire them. Last year, nearly 22 percent of all new paid subscriptions were ordered online.
Here are 11 facts about magazines, according to the Magazine Publishers of America (MPA) and other sources as noted:
1. Magazine readership has grown over the past five years.
2. Average paid subscriptions reached nearly 300 million in 2009.
3. 4 out of 5 adults read magazines.
4. Magazines deliver more ad impressions than TV or Web in half-hour period.
(Source: McPheters & Company)
5. Magazine readership in the 18 to 34 segment is growing.
6. Since Facebook was founded, magazines gained more than one million young
adult readers.
7. The average reader spends 43 minutes reading each issue.
8. Magazines are the No. 1 medium of engagement — across all dimensions
measured. Simmons’ Multi-Media Engagement Study find magazines continue
to score significantly higher than TV or the Internet in ad receptivity and all of
the other engagement dimensions, including “trustworthy” and “inspirational.”
(Source: Simmons Multi-Media Engagement Study)
9. Magazines and magazine ads garner the most attention: BIGresearch studies
show that when consumers read magazines they are much less likely to engage
with other media or to take part in non-media activities compared to the users
of TV, radio or the Internet. (Source: BIGresearch Simultaneous Media Usage
Study)
10. Magazines outperform other media in driving positive shifts in purchase
consideration/intent. (Source: Dynamic Logic)
11. Magazines rank No. 1 at influencing consumers to start a search online – higher than newer media options. (Source: BIGresearch Simultaneous Media Usage Study)
Finally, a medium that some predicted would disappear — magazines — is actually growing amidst the electronic world in which we communicate. Did instant coffee kill coffee? Well NO! And, the internet is not killing magazines. Rather the web is spurring magazine growth.
One last fact if you aren’t convinced: During the 12-year life of Google, magazine readership increased 11% (Source: MRI Fall 2009 data)
So, I would like to know what magazines are you reading and method (print or electronic)? On my coffee table, for example, are SAIL, DENVER and AIR FORCE among others.
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:
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