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by Michael B. Perini, ABC
perini & associates
“Can you speak the language?” We aren’t talking necessarily here about English or Spanish, though if your organization is international, then maybe so. The language I am referring to is the language of your boss, CEO, organizational leader or business client in terms that he or she understands.
In this time of increased accountability, communicating public relations strategies, programs and activities, in terms that the “4th Deck” (borrowing from a Navy term) or “Top Floor Executives” understand, is vital to helping keep a seat at the table with other decision-makers. It also often results in increased PR budgets and resources as well,if you use the correct approach when it comes to executive level language.
Here are several tips to keep in mind when discussing public relations with senior leadership.
Michael B. Perini, ABC
perini & associates
Deciding how to do public relations can be a difficult task. The world of PR has changed dramatically in the past several years due to the instant nature of communication brought on my mobile technology, the need to build stronger relationships to drive business and any “call to action” and the global aspects of the right messaging, i.e., every story is now global.
Look, we know it’s a tough time, but now more than ever there is a need to manage conversations. In spite of the recent difficult economic times organizations, according to a recent report from Forrester Research, are now increasing their PR and marketing budgets — up 6.7 percent over last year.
The recession coupled with falling readership of traditional media, the rise of online resources and the emergence of digital networks have lead to dramatic changes in the PR industry. More than ever it is time to have a professional practitioner conduct an “exam” or better worded an ASSESSMENT.
The Communication Assessment Tool (CAT)© developed by Perini & Associates is a useful process to analyze the communications environment within an organization. The tool can assist with a special event activity or even issue advocacy. The tool works for start-ups, non-profits and businesses of all sizes.
The purpose of the tool is to accurately provide a business owner, CEO or organizational leader with a roadmap to integrate public relations strategies, tactics and procedure to build brand awareness and credibility. Connecting with target audiences through various tools/outlets is an organic method of communication. Doing so enhances brand loyalty and influence to create a demand for your product/service/support or event attendance. However, you need help in establishing a solid baseline. In other words, finding out the health of the “patient” before a road to recovery is chartered. I often tell folks I am trying to find out if you need “two aspirins or open-heart surgery! ”
It is important when going through the assessment to be honest in responding to the five areas listed:
The CAT tells you the “why” and makes recommendations that are directly in line with your broader organizational objectives. Below is a list of important areas or “Practices” that are analyzed. All must connect or converge to be effective in driving success and jumpstarting PR.
By taking full advantage of every available channel, working with the client and understanding the target audience a organization can achieve outcomes that are transformative.
The results of the assessment are analyzed, a report is prepared and recommendations with a realistic timeline are included.
So, you want to know how to do public relations? Start with an assessment. Doing so will increase your success. We can conduct the assessment in person, phone or internet connection.
by Michael B. Perini, ABC
Hosting a special event is a great public relations activity.
However, be warned: planning a special event is not for the weak or timid of heart. Obtaining success is possible, but only after exploring these key first steps:
1. Have you answered this question truthfully? Why do you want to organize the event? Are you looking to enhance your company’s image or promote your organization’s membership, products, services or to promote a social cause? You really need to have a clear objective. Without it, in my view, you are just wasting time and resources.
2. What are you going to do at the event? I mean, it sounds simple, but I have seen organizations waffle back and forth. You need to have a focus of activities – a menu — to draw interest and to keep it throughout. Unveiling a statue or laying a wreathe or cutting a ribbon, etc. These activities catch your audience and the media’s attention.
3. Do you have a plan? Not just one in your head, but a written strategy or blueprint. Writing down the what, when, why and how will help focus those involved in executing the event and will serve as a marker for future activities.
4. Have you created a budget? The objective here is to provide a financial roadmap. The budget should be specific and include revenue opportunities as well as expenses like printing, permits, speakers, food, insurance, etc.
5. What form of evaluation will you use? The tendency among event organizers is to fold up the chairs and call it a day at the end of the last activity. In my view, there is one more critical step. Take time to evalute right after the event while details are fresh. A questionnaire, either electronic or printed might suffice. Use of social media tools should also be considered.
Finally, it is important to celebrate your success and to thank all who have contributed.
I will have more to post about special event planning in the future. We would like to hear your comments about special event planning.
We at perini & associates have assisted in planning and leading many special events. Call on us to guide you to a new level.
by Michael B. Perini, ABC
perini & associates
The facts speak for themselves. Numbers don’t lie. For example, look at the two charts presented in this post. The implications for your business, non-profit or issue are significant. If you aren’t using social media in your public relations strategies and practices you are loosing multiple opportunities to engage in conversations with current customers, potential customers and supporters. We recommend that you take advantage of the possibilities that social networking allows. So, how do you accomplish this?
1. Have your website checked by an expert for SEO. Make sure the search engine optimization or SEO to improve visitors to your website “physical” comes with a prescription for success.
2. Design a Facebook company or issue page and keep it updated. Updates drives followership.
3. Sign on to Twitter and “tweet” relevant activities, events and news to followers. Follow key industry or issue professionals.
4. Build relationships. Take advantage of the possibilities that social networking allows by showcasing your knowledge. Make sure you engage with others are a frequent basis.
5. Become a blogger. Start blogging about your industry, business or issue. Doing so, speaks volumes about your passion and committment to your product or service.
Research Starting Point:
Total Time Spent Worldwide:
Again, the numbers don’t lie. You never know who could be watching or whose attention you might attract. We can guide you.
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.”
perini & associates
So, you have a new Facebook company or business site. Congrats! Consumers purchase brands and products they like or follow on Facebook, a popular social networking site, 51% of the time these days. Facebook users login every day at 41%. Both of these percentages are increasing monthly. In other words, if you don’t have a company presence on Facebook you are likely loosing opportunities to connect with current customers and potential new customers.
As exciting as having a company, business or orgazinational site is, now what? By using Facebook, you can communicate with your customers, know what they want, and use them to help promote your business. This is done when people add themselves as a fan, write on your Wall, upload photos, and interact with other fans.
Here are useful tips that we use for our popular site. We encourage you to try these out:
We would like to hear from you. What useful tips have you tried that have worked.
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 online video — the fastest growing medium.
What do you think?
Please view. It’s worth it!
Color-coded alerts to change
by Michael B. Perini, ABC
perini & associates
Today, officials at the Department of Homeland Security (DHS) will announce that the color-coded terrorism alert system that has greeted all of us when traveling will be phased out over the next 90 days.
Do we “like” or “unlike” this decision to stop using the five-step color codes for informing us about potential terrorist attacks? Also expected to change is the public-service recording at airports announcing the alert level.
Here are 3 reasons to like or unlike the government’s decision.
Like:
1. Polls have shown that the public hasn’t much cared about the alert system because it was confusing and not useful. Each time the threat level was raised very rarely did the public know the reason or how to proceed or how long to be on guard. Hopefully, the new system will give law enforcement vital information without unnecessarily alarming or confusing the public. I support a change in the advisory system.
2. Though useful right after Sept. 11 – I know it was for me and my family — but it soon became ineffective as there was no messaging to the public when the threat level was increased, i.e., useful tips and safeguarding measures. If the new system provides action steps for the public then I am all for it. Maybe DHS should keep the “Ready” program and market it more aggressively for each alert.
3. The color-coded chart was just about everywhere. From websites to airport signage. You could even get a t-shirt with the colorful chart printed on it. I liked the fact that it was easy to read and find at a moment’s notice. If the new system does not use attractive graphics and goes solely to local law enforcement agencies, airlines or businesses like expected, I would suggest that the method of informing be very visible so that the warning doesn’t get lost in the overcrowded inbox or tweet world for those who are responsible for our safety..
Unlike:
1. The new alert system is going underground to only law enforcement agencies, airline officials and a few select others. Why? Will this effort to NOT scare the public — by limiting information access — not backfire and cause more public alarm? I would recommend specific communication plans be developed for each time the new alert is used so that the public can be informed in a logical and timely manner. And this time, with some specifics without giving the terrorists an edge. I know it is a challenge to balance the need to provide useful information with the need to protect sensitive information. But it can be done. DHS has an experienced public relations staff who can make recommendations. They should be consulted.
2. With more and more people using mobile devices to get information, social media tools should be a major element in this new alert notification program. The Department of Homeland Security already uses social media in their communications with the public. In my view, this additional integration should be included. We will know soon if this aspect for keeping the public informed is being implemented within the new changes. Broader public alerts via social media should be considered if situations warrant.
3. What will the reaction be for any terrorists? Also, will anyone pay attention to the announcement today? I mean the color has not changed from orange, or elevated, since 2006. Information to the public about this major decision has been limited to this point. I am disappointed.
Here is a link to watch the announcement by DHS Secretary Napolitano 2 p.m. EST via the web.
I would like to hear from you. Do you like or unlike this decision?