Michael B. Perini, ABC
perini & associates

I oftened am asked, “How do I provide information to the press?”  One of the most used methods in public relations communications is to send out a media (press) release.  The objective is for the information to be published; to increase visibility for the organization, event or issue. Press releases can be mailed, faxed or called in.  The most prefered method by editors today to receive releases is the electronic press release, i.e. email, web, text messaging, etc.

Here are 10 reasons to send out a press release.

1. Accomplishments (company, event, individual or group)
2. Anniversary (company or event)
3. Employee achievements (awards, or other recognition)
4. Contributions to charities
5. Expanded hours, services, products, features
6. Free classes being offered
7. Fund-raising event
8. Open house
9. Special events
10. Annual Report

I would like for you to share with me other reasons to tell your story.  There are countless reasons. So, let’s hear from you.

What's Next: Business Development

by Michael B. Perini, ABC
perini & associates

One of the services we offer is business development strategies.  In today’s instant information world telling others  – customers, stakeholders, or even a global public — about your products and services is more important than ever to grow your business.

Most experts agree that with business development comes developing strategy, plans and agreements.  Also key is creating markets and materials and providing business, political and market intelligence.

But what’s next for “BD”?

In the field of commerce it’s important to look beyond the inbox of today’s workload and create a “blue ocean” for success.  If you haven’t done so, I would recommend  you read “Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant”. Authors W. Chan Kim and Renee Mauborgne outline a detailed process for creating a “blue ocean” or a new market space vs competing in an overcrowded “red ocean” in your  existing industry.  In my view, this perspective makes sense and really is a cornerstone for what’s next in business development.  The world is really flat!

Here are some other techniques I see being more important for pentetrating markets:

Generating leads: Face-t0-face meetings will continue to drive business but the use of social media for building loyality and providing updates will continue to grow. Building “fans” for your business is important now more than ever.

Pitch and presentations:  Gone is the time when one could step up at the podium, unrehearsed, with a potential client proposal. Practice in delivery and having the right materials that showcase key elements is a must today.  It’s not only important to be good.  One must look good!

Knowledge management:  Gaining insights and experiences that improve performance, competitive advantage and innovation will be even more important as we look into the future.  The internet can be helpful in this “mining” but should not be the only source.  Seeking lessons learned, holding discussions and enhancing training still need to be at the top of the list.

Marketing: With the explosion in technology the process by which customer interest is tracked for products and services has changed significantly.  However, what has not changed: building strong customer relationships. Creating value for customers as well as for the business is more critical than ever before.  Customers today want to “join”.  They want to be part of a movement, organization and yes, your business.  It started with logo caps and shirts.  Now it’s being a fan on a company facebook website.

Yes, the world of business development is changing.  The key is to know about the change.  To embrace it with a positive attitude.

I would like for you to share your thoughts on what’s next in business development.

Engage or Not with the News Media

by Michael B. Perini, ABC
perini & associates

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

I have more than three decades of experience dealing with the media — local, regional, national and international.  I have stood with the news media at accident sites and been behind the podium “live” in countless challenging situations around the globe.   I’ve participated in the 24 hour news cycle (which we thought was very short in the 1980s),  to the instant information age of today where we often have requirements to update the media nearly every 24 seconds.

The news media may have changed in form, i.e. a movement toward a more robust internet presence via web and social media outlets (facebook, twitter, smart phones, etc.) but the function and methods for gathering and reporting news have stood the test of time.

Here are some of the lessons I learned over the years that will assist you in your engagement with the media.  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.

Getting Ready: Your success in an interview is directly tied to the quality of your presentation, your ability to articulate your messages, and the level of control you exercise during the interview process.  Never think an interview is a conversation or that you can “wing it”.  View it instead as an opportunity to make a well-developed presentation reflecting research, preparation and enthusiam.

Messages: Never do an interview unless you know exactly what you want to say and  how want to say it.  Anticipate the issues and questions of an interviewer and equip yourself with short, memorable, positive and relevant messages.

Use the “inverted pyramid” to structure your interview answers.  Lead with your most important message — your headline — then cover your messages in descending order of priority.

Be aware of interview time constraints and the importance of optimizing every moment.  Some interview situations will allow you to time to talk at length; however, for most you must distill your messages down to 12- to 15-second sound bytes or one to two dozen quotable words.  Given that you have no control over what answers an interviewer will use in editing the final story, each one of your answers should be a “home run.”

Personal Credibility: Remember, you are the expert (that’s why you’re being interviewed).  Use  your personal knowledge and experience to avoid speaking about your organizaton, activity or issue in the abstract.  In other words, if you can say, “I’ve flown the plane” or “I’ve talked to the people using the technology” do it.

Repeating Your Messages: An interview has a purpose and so should  you. During an interview, repeat your messages frequently.  Repetition increases audience retention.  It helps ensure the audience and the reporter will remember your messages.

Finally, don’t ignore the media.  Frankly, you can’t.  Maybe short-term but not forever.  Yes, engage!  Do so with preparation.   You wouldn’t go into potential combat without training and a good strategy.  Do the same when there is a camera focused at  you.

Amen! Tiger Woods is Back

Amen Corner: Tiger Wood’s Next Shot

by Michael Perini, ABC
Perini & Associates

The second shot at the 11th; all of the 12th, and the tee shot at the 13th hole at Augusta are nicknamed “Amen Corner.”

This term was first used in print by author Herbert Warren Wind in his April 21, 1958 Sports Illustrated article about the Masters that year.

Wind said he wanted a “catchy phrase” like baseball’s “hot-corner” or football’s “coffin-corner” to explain where some of the most exciting golf had taken place. Thus “Amen Corner” was born.

Well, with the Master’s Golf Tournament just around the corner and the “master” of modern golf — at least in the past decade, in my view — taking the global public stage again it’s time to say, “Amen!”

Will Tiger’s apology be enough? Will his crisis communication team be ready?

Will the TV commentators, as the cameras follow him through the holes at the Augusta National Golf Club, talk more about his golf swing or his swing through the illicit world? Which he now says, he regrets?

Woods has publically said he’s ready to play golf again. And, the Master’s tournament, already an icon for television ratings, will likely set new records for sports viewing. Will you be watching? What’s Tiger’s next shot?

As difficult as the public relations strategy has been for Woods during the past months, in my view, the most difficult course lies ahead.

Here’s why and my suggestions on what Tiger and his PR machine can do to navigate the “roughs” ahead.

1. Stick to golf. Make it clear when conducting news media interviews that the questions will be on golf and not on his past affairs but if he is pushed then be sincere, forgiving and go to the next question from the reporter. Also, don’t make the press conferences so restricted. This isn’t a military flight-line with limited access for authorized folks only. Let reporters ask a question and have a follow-up. Second shots are allowed in golf, correct? Let’s have the same respect for the news media who only are trying to do their jobs. Finally, over time the questions will be less about his personal relationships and more about his comeback efforts in golf.

2. Wave at the Fans. Tiger has always seemed to me one who believes he can walk in front of the crowds, along the fairways and not with them. I would recommend, where appropriate, he get more involved with fans. A little community relations, if you will. Spend some time with the fans. Easily done at the pre and post golf activities.

3. Consider new endorsements. Tiger has apologized to family, friends, fans and business partners. He says he’s still rebuilding his life. What better time than now to add rehab organizations to his list of sponsors. He can better tell his story and keep the fans faithful by showing some humility and backing up his words by strong action to help others.

Tiger said he takes responsibility. Now it’s up to the fans to also be responsible by showing respect when Tiger plays at the Masters, but especially when he heads for Amen Corner.

Amen to Tiger Woods playing golf again!

Animals with Style!

A Photo With BARK!
by Michael Perini, ABC
Perini & Associates

This photo has more than bark! This photo generates emotions and questions.

“Aren’t they cute!”

“Where’s the red carpet?”

“How’d they get them to sit still?”

“Are those prescription specs?”

This photo of these trendy dogs begs viewers to want to know more, am I correct?

In the public relations world having photos that communicate like this one are key to the success of your organization, event or issue communication strategy.

Flickr, one of the best online photo management and sharing applications in the world reports that nearly 5,000 photos were uploaded in the last minute! Now that’s lots of competition for those pros that are trying to compete with all those digital cameras.

What makes a great photo; one that helps tell your message about your organization, issue or event? Here are several factors that I always remember when selecting photos for clients:

Wow factor! There is so much competition for your personal attention. Again, Flickr. If we are to be successful and capture your time and attention then we need to show an image that has that “wow” factor. Immediate reaction…positive or negative, depending on your objective…is what you need to look for.

BRIGHT is right. The image needs to be visible. By that I mean a photo that expresses an emotion, view or drives you to action. A lot of vivid colors work for me and drive me to action.

Mystery with a +. The image should leave you wanting more. This photo does that for me. You?

Tell us what you like to see in a photo; an image that will make you “bark”.