by Michael Perini, ABC
perini & associates

A growing trend in public relations strategies is the use of QR codes.  What are QR codes?  They look like the samples included in this post.  Leave it to the Japanese to once again export technology, ubiquitous in Japan, to us across the sea.

QR is short for Quick Response  – the codes — up to 7,089 characters of numeric code — can be read quickly by a smartphone, for example.  They are used to take a piece of information from a transitory media and put it into your smartphone.

These little digital artworks really began to show up in 2010, but my guess is that 2011 will be the “Year of QR”.  The complicated pattern of black and white dots are on the cover of magazines and print ads.  You can find them on buildboards and  business cards. Even websites and  t-shirts showcase these!   If you don’t have QR then you are not OK!  QR codes can show a URL which you can click to see a movie trailer or you might be able to get a coupon which you can use in a local outlet.

In my view, we are just scratching the surface in public relations of how QR codes will be used. Today, few of you may use them, but those who do will certainly generate conversation and likely business.  At some point search engines will recognize QR codes and possibly index the content.

The reason they are more useful than a standard barcode is that they can store (and digitally present) much more data, including url links, geo coordinates and text.  The other great feature of QR codes is that instead of requiring a chunky hand-held scanner to scan them, many smart phones can scan them.

http://www.periniassociates.com

Here are some ways to use QR codes:

• Product information
• Contact details
• Offer details
• Event details
• Flyers, posters or postcards
• A coupon or special offer
• Link to a YouTube video
• Enhance in-store information

Here are apps we recommend for QR readers for the iPhone:

QR App

i-nigma 4

TapReader

QR Scanner

QR Reader for iPhone

While QR codes are still in their infancy and we, as consumers, need to learn a new behavior, those familiar with using QR codes are finding their diverse functionality convenient and snapping them more and more.  Some experts say that increased smartphone usage is driving OR code use.  Data from Mobio Identity Systems shows that this is a growing trend.

Have you added QR codes to your marketing?  Please include your feedback in the comments section below.

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.

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

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.

Garden of Public Relations

by Michael B. Perini, ABC
perini & associates

The National Gardening Association (NGA) reports that an average of 80 million U.S. households — three out of four — have participated in one or more types of indoor and outdoor do-it-yourself lawn and garden activities annually for the last five years.

More businesses, event planners and advocacy leaders are participating in the “garden of public relations”. As these people navigate through the “weeds” and climate and plant hardiness zones of PR some very interesting results are coming to light.

For example, a beverage brand recently measured the impact of PR versus other forms of marketing.  The  findings are typical: The data showed that $1.00 spent on TV advertising delivered $1.10 in sales. Trade advertising delivered a return of roughly $2.20 for every dollar spent, and PR delivered an outsized $8.00 for every $1.00 invested, the best of any marketing agent tested. Four percent of all incremental sales were attributed to PR.

This may not sound like much return on investment, like all those gardens in backyards across the USA, but it represents tens of millions of dollars. PR is also the only form of marketing to lift all gardens, regardless of type:  ”When news coverage was positive and prominent, every form of marketing was more efficient and more effective,” according to the Institute for Public Relations.

So, how is your PR gardening expertise?  Here are several tips to make your garden produce.

1.  Enrich the soil.  Just like for a garden you must enrich your public relations practices to continue growth.  This can be done by seeking a public relations specialist to ensure that the correct practices and tools are used.

2.  Prune those bushes. As you know, those bushes will often spread if not pruned back at least seasonally.  The similiar result happens when you let PR tactics continue without  monitoring and adjusting on a timely basis.  You need to clean up and prep those public relations practices.

3.  Fall planting. While the garden industry has touted fall as an exceptional time for planting many of you out there remain unconvinced.  But I must say, in my experience,  certain plants do very well (actually better) planted in fall.  So, what’s the point:  finding the proper timing to initiate your public relations strategy and tactics is key to having a successful PR season.

Earlier today, I was trying to plant flowers at 9,000 feet!  No doubt gardening is tough. But, I know there will be a certain satisfaction to serving and eating food from your garden.  You can experience a similar feeling of satisfaction by planting a successful garden of public relations by using these tips from lessons learned after more than 30 years of experience.

Crisis Communications

24  — Crisis Communications
By Michael Perini, ABC
Perini & Associates

One of the most edgy TV shows is all about crisis communication –24.

The iconic clock is always ticking in this real-time action series found on FOX about U.S. counterterrorist agent Jack Bauer (Kiefer Sutherland) who tries to save the country from foreign and domestic enemies in the course of 24 grueling hours (with each hour a separate episode).

I have been a fan for years.  I find that the best time to watch new episodes is when my heart is already racing while on the treadmill.   Each episode is packed with a series of incidents that require crisis communications.

A “crisis,” in public relations terms, is any event that draws intense, negative media coverage and interferes with normal business activity. Crises can cost organizations millions of dollars to repair or can potentially close a business for good.

Whether driving a car, helicopter or running down a street shooting at terrorists and trying to save innocent people, Jack is constantly engaging in decisions and conversation that the aftermath, if real, would leave companies in serious situations to handle.

This show, which just had the series finale 24 May, is all about getting the truth out — the goal when communicating to the public during a crisis.

Chances are your company is going to experience a crisis of some kind in the next several years.  How you handle the crisis with the public, the media and your own people will determine whether that crisis builds or damages the credibility and thus the potential return-on-investment (ROI) for your company.

In 2006, the following industries racked up the most business crises, according to the annual “Business Crisis Trend Report” by the Institute of Crisis Management:

1. Airlines
2. Software Makers
3. Pharmaceutical companies
4. Computer manufacturers
5. Natural gas companies
6. Petroleum refining
7. Health services
8. Banking
9. Security Brokers/Dealers
10. Telecommunications

What type of potential incidents could occur?  Below is my list. Please send me your list.

• A fire in a restaurant
• A virus outbreak at a hotel
• An executive accused of insider trading
• A school shooting
• Charges of illegal accounting practices
• A politician who uses a racial slur on camera
• A drug that’s found to have adverse side effects
• A robbery
• Cheating scandal
• A plane crash

Here are several lessons learned from 24 that can be applied to crisis communications.

1. Have a crisis communications tool kit. If you follow Jack Bauer he always has access to weapons or finds ways to get the tools he needs to survive.  You should build your own survival kit with items that include names of who is on the crisis management team,  key contact information, company fact sheets, copies of your company logos and  “fill-in-the-blank” statements.  For more suggestions on what to put in your kit.

2.  Have a crisis communication plan. Now, Bauer – this is a TV show after all – seems to come up with a plan almost immediately between commercial breaks! You will not likely have this luxury so I would recommend that you develop a plan now when you aren’t facing a crisis.  Some key elements to include would be to decide on your company’s position, designate and list spokespeople and include a tough question section.  Also, add prepared statements and sample news releases.  A checklist on handling media interviews is a must.  For more.

3.  Have a “911” crisis communications expert in your rolodex. Unfortunately, many companies have reduced their internal public relations staff as a cost cutting measure.  So, it means that these organizations must look outside their company to find the necessary expertise.  The success of any business, utility or organization rests firmly on its reputation. But, all that careful image crafting can be destroyed by one poorly handled crisis. That’s why businesses, nonprofit organizations, governments, universities and individuals hire experienced public relations professionals to portray them as beneficial, trustworthy and concerned members of the community.

So, make crisis communications planning a priority.  Remember, the clock is ticking….

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!