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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.
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.
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:
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.
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.
Public Relations: The Key Puzzle Piece!
Final Puzzle Piece: Public Relations
by Michael Perini, ABC
Perini & Associates
“Life: The Great Challenge” by Royce B. McClure is the world’s largest commercially made jigsaw puzzle. There are 24,000 pieces. Once assembled this impressive, detailed work of art of measures more than 14 feet long and 5ft. wide. The only way that you can see and appreciate this creative picture is by looking at the entire puzzle.
The results are much the same for public relations strategies. When public relations programs are dissected into separate components, like pieces of a puzzle, the return on investment is extremely limited.
Like a puzzle, a systematic and integrated approach to communication that builds to a goal is much more effective, and in the long term, the right approach.
The separate pieces of a puzzle in public relations are easily found without airbrushed acrylics that make up puzzles. PR puzzle pieces include: social media tools, community outreach programs, media relations activities, special events, video production, crisis communication strategies. A good list to reference can be found here.
Unfortunately, there is a tendency to “plug and play” certain communication practices without an overarching, interlocking strategic public relations plan — the foundation that success is built on.
Public relations is the most important piece of the business puzzle; the critical element that completes the program, activity or a company’s return on investment.
Like the world’s largest puzzle or those much smaller, it would be frustrating to reach the end and find out that one or two puzzle pieces are missing. Every care in packaging a puzzle is taken, even to heat sealing bags. Much the same efforts need to be accomplished by business owners, event planners and issue advocates in public relations activities — except maybe for the polythene bag — to make sure that no pieces are missing and the client’s reaction is excitement rather than disappointment when seeking higher profits.