Visitors will find previous editions of ePerini Newsletter in this archive.
Perini & Associates is a full-service public relations and marketing firm. Review ePerini for ideas, tips and research relating to all aspects of PR and marketing. When ready, give us a call and we can guide you.
Remember, we are taking public relations to new levels!
by Michael Perini, ABC
perini & associates
Yes, it’s 2012 already.
More than 75 percent of people who make resolutions abandon them within months.
So, let’s try a new tack. Let’s agree to make and stick to our second list of New Year’s resolutions by focusing on ideas that will help all of our public relations/marketing skills and interests. What’s good for each of us will also be good for our business, activity or issue. I would like to hear from you but try these on for size during this new year:
1. Hit the slopes! Or, the surf, or the trail or the fitness center. It’s a long year and now is the time to get yourself ready for a busy time. Being in physical shape enhances what we bring to the mental game with the client, the media or having the energy to work a community event for 12 hours — you name it!
2. Start a new hobby. It isn’t always about business. I find that I need something totally unrelated to my normal routine. What’s it for me? Skiing down a blue/black diamond slope. The planning, pace and skill are also tools I use to be successful in public relations. So, go back to #1!
3. Actually use a slide rule. Ok maybe not, unless you are an engineer! My point is to stretch yourself; get outside your comfort zone. Learn something new. Taking this step will also help you maintain the creative energy that you’ll need when working in business, or on an issue or activity.
4. Buy something. New or used. We all know where the economy is. So get out there and help your fellow businessperson. I need a new coffee pot for the office. See you at the store!
5. Go to a movie. Watching an action thriller on a big (really big) screen with speakers above and surround sound is almost an unearthly experience anymore. Yes, you can get that movie on DVD or downloaded to your computer or phone, but seeing the film in a large format is something that will make your day and should bring back to the office some really BIG ideas!
6. Take a break. Now. 15 minutes. Relax.
7. Get organized. I just love the “Container Store”. A tantalizing array of boxes, baskets, cabinets, files, hooks, for just about everything. A cluttered desk could end up being a cluttered office over time. You know where this leads!
8. Go on a real vacation. Remember, resolution #6? Try a long weekend, or more like a week or 10 days. I know this is tough. And, you have to leave or set aside your cell and computer. No calls to clients! Only in an emergency can you use these two hi-tech devices.
9. Build your network. I am not talking about adding an upgrade to your home or office wifi network. Rather, let’s work on your professional network by passing the perks (offering tickets or information to a close contact) or noticing publicity (send a copy to your contact).
10. Take an active role. Volunteer to serve on a community board. Pick a board that showcases your experience and passion. Be a doer when you make this resolution. It isn’t about filling your resumé.
11. Make regular appointments with your PR counselor. This one is for all you clients. Many times these meetings only occur during a crisis or in the “8th inning.” When the problem, program or issue is so far along that you think only a public relations expert can possibly figure a way out. That means an emergency timeline and much more $$.
12. Take on a cause you care about. The list is endless. What meets your soul? Here’s one we like, Wild Blue Animal Rescue and Sanctuary. You will feel good about helping. Your attitude will remain positive and you are very likely to keep the other 11 resolutions — all new ideas — throughout the year because of the smile and sense of accomplishment!
Have a great 2012!
As we move into our third year of business – it’s not lost on me that our clients have made our company successful! My associates and I deeply appreciate you trust and loyalty. I have included the logos from our 2011 clients below.
For our supportive readers and those of you who summit comments to this blog — WOW! When I started blogging two years ago I could not have imagined that I would have grown such a super group of followers. We have nearly 1000 of you who follow us monthly and I have posted nearly 1,500 comments. Again, thanks for your time and commitment.
As a result of the interest to our posts, we have started posting videos and other articles by industry experts. You will find these items in pclips and ePeriniReadview.
I am very interested in hearing from you as to what you would like for me to discuss during 2012. So, please share. Tell others about the value of the blog(s) to your business, special event or issue.
For prospective clients, we ask that you check us out. We are a full service public
relations firm ready to help business owners — small or large; event organizers; non-profits; local, state and federal agencies. We have the experience. We are creative. I promise that we will listen to you!
I believe that 2012 will continue a growing trend for faster and more value-added communications. As a result, more specialized public relations and marketing methods are required to be successful in maintaining andenhancing relationships. Public relations needs to be more personal. Focused. Cross integrated with traditional approaches. We can successfully chart a course for you during this difficult time.
Let us take public relations to new levels in the New Year!
Sincerely,
Michael Perini, ABC
Perini & Associates
by Michael Perini, ABC
perini & associates
Officials at the Small Business Administration (SBA) report, “seven out of ten” new employer establishments survive at least two years and 51 percent survive at least five years.
Small business owners I know tend to blame the bank, the government or their partner.
Here are key reasons that I have heard from business owners as to why their business failed:
“The math didn’t work.”
“The owner got in his/her own way.”
“Poor accounting.”
“Insufficient marketing or promotion.”
This post will focus on marketing, which if not done correctly, will surely weigh down a business and could even sink it. How can I make this observation? Well, just ask the customers, or ex-customers would be more appropriate. In many cases, they have a better understanding than the owners of what wasn’t working. Here are questions that each small business owner needs to honestly answer with marketing and public relations:
1. Do you promote your business and your products, services and capabilities or do you keep a low profile? Small businesses often minimize the importance of promoting the business properly. In fact, many of them don’t even focus on promoting their products and services at all.
2. Do you have good branding where your business reputation precedes you (i.e your business is known to be good in something)? Or, do you have a bad reputation instead? There are small businesses that do not make use of the full-spectrum of marketing activities. For example, they choose only to advertise but ignore publicity-related activities such as product launches or issuing press releases. Another fault: Business owners try to do all the marketing themselves to save expense. You wouldn’t pull out your own teeth, would you? Get a professional to assist.
3. Do you over-promote your business by taking credit for what you didn’t do in the business arena? Or, do you over-estimate what you are capable of delivering? For those who do embark on marketing initiatives, they promote their products and services too aggressively that they end up generating ill-will among their prospective customers.
4. Are you aware of who your REAL customers are or do you just think there will always be a “revolving” door of customers? Yes, there are small businesses that forget about the importance of customer-relationship management in ensuring long-term sustainable sales. Results: They find themselves stranded with a huge revenue hole when key customers abandon them.
5. Are you over-reliant with your customers? In other words, take advantage of them? Remember, a negative image will be generated towards businesses which make false promises or claims to their prospective buyers in order to make a sale.
One of the biggest reasons why a business fails is lack of action to their written marketing plan. I can’t emphasize this enough: Marketing is an active part of your business, it is not a set and forget aspect of you business!!
In order to ensure that your business succeeds having a good handle on marketing and public relations strategies and activities is a MUST!
Don’t try to do all the work yourself. Ask a marketing and public relations consultant for assistance. Pick one that will listen to you and partner with you to drive business upward.
Finally, look at marketing and PR as an investment not as a cost. With this view you will be in a better position to succeed where your competitors will likely nosedive.
Perini & Associates announces Commercial 2, a new series of video spots. “The purpose of these spots is to showcase the power of video in engaging in conversation,” said Michael Perini, owner.
According to recent research of people who surf the internet, 83% of the time video is the medium most searched. “When individuals are looking to how to do something, or how to support something, or buy something seeing a video often is the reason for making a decision,” Perini said.
“There is an art in matching visuals, music and drama to create excitement and draw viewers into taking action,” Perini said.
“pClips” is already a popular section on the website and company Facebook page. “Adding a series of interesting commercials that can be viewed on Youtube and on television was the right step in leading by example for current clients and potential ones,” Perini said.
Elevate Films was chosen to mark all videos produced by Perini & Associates and reflects the branding campaign in Woodland Park, Colorado, heaquarters of the company.
“We would like to hear your comments about this video. And, any ideas you might have for future updates,” Perini said.
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.
Go to this link to get the latest issue of “ePerini”. You may also subscribe to this great resource for public relations and marketing news, tips and information. Just click on the link in the newsletter. Want to view past issues. Click here. mbp
by Michael B. Perini, ABC
perini & associates
Yes! I know everyone is busy. I had a boss who told me once, “eating and sleeping is a sign of weakness.” Well, I think he was a bit off…but not by much. Working to stay connected is extremely important in this fast-paced world in which most executives — regardless of business size — find themselves. You can’t keep that connection going with only a piecemeal effort.
Remember, it’s not merely appearing at a networking event. It is about interacting. When you interact you meet new people. But then, nothing happens, right? The good news is that you went to a networking event. The bad news is for most people that networking event is the last step, rather than the first. Hopefully, you got a conversation going. And, importantly, you got a business card or two with good contact information.
Trying to re-connect, follow up and stay in touch after a networking event is an important relationship building step. So, how does one stay connected? How do you cultivate a relationship that pays dividends in the future?
Hope is not a strategy. Hoping that something will come from your networking efforts is not enough. Researchers have documented bottom-line benefits from effective follow up. A 20% increase in some businesses have been reported — but only after they had been together for a year or more. In other words, reconnecting takes time. So plan for this effort in your daily and weekly schedule. One to two hours minimum.
Here is what works for me and I would suggest you try these five ideas over the next five weeks:
1. Put out a newsletter. An electronic newsletter is a great way to stay connected. You can highlight successess, new services, new staff and products. Once a month or once a quarter will do the trick. The newsletter should go to customers, potential clients, professional colleagues and vendors.
2. Do a lunch bunch. Again, eating is NOT a sign of weakness. Use lunch as a method to get to know a few people better. Set up lunch for one other person or select a small group, 1 to 3. It is a great way to discover common interests and to drive business.
3. Send a postcard. Hand-writing has become an exclusive art form with all the texting and emailing going on. So, use this fact to your advantage. Write notes telling about something new or some interesting facts about your industry. Also include a reminder. Something like, “I hope you think of me when you need…(Fill-in-the-blank).
4. Notice publicity. Regularly check the local newspaper, radio and TV and look for publicity about your contacts. Clip any mention or try to video and send the item along with personal note.
5. Speak out. The number 1 fear most have is public speaking. Assuming that you don’t have this phobia, speak to local groups and be sure that the program organizer publicizes your speech. Also, plan on sending a news release to inform others about this service.
Finally, the key is following up systematically. Doing so will build and maintain business connections.
I would like to hear from you. Please share ways you stay engaged with your network.
Worth reading or viewing
Occasionally, I will recommend a news article, book, blog post, research or a short video clip to view relating to public relations. This “eperini Readview” references a Pew Research Center study about the current debt ceiling crisis –mbp
Public Wants Debt Ceiling Compromise, Expect a Deal Before Deadline
GOP Widely Viewed as “More Extreme in Its Positions”
“The public overwhelmingly favors a compromise in the debt ceiling standoff. And even as negotiations aimed at resolving the issue show little progress, a majority thinks that Barack Obama and congressional Republicans will reach a deal before the Aug. 2 deadline on a possible government default.
Fully 68% say that lawmakers who share their views on this issue should compromise, even it means striking a deal they disagree with. Just 23% say lawmakers who share their views should stand by their principles, even if that leads to default.
There is broader support for compromise today than on the eve of a possible government shutdown earlier this year. In early April, 55% favored a compromise even if that resulted in a budget deal they disagreed with, while 36% wanted their leaders to stand by their principles even if it led to a shutdown.
Large majorities of Democrats (81%) and independents (69%) favor a compromise to avoid default, but Republicans are more divided: 53% favor a compromise, while 38% say lawmakers who share their views should stand by their principles even if it leads to a default.
Among all Republicans and Republican-leaning independents, 53% of those who agree with the Tea Party favor lawmakers standing by their principles even if it means the government goes into default. Just 24% of Republicans and GOP leaners who do not agree with the Tea Party express this view.
The latest national survey by the Pew Research Center for the People & the Press, conducted July 20-24 among 1,501 adults, finds continued public optimism about prospects of a last-minute debt-ceiling deal. More than half (56%) say they think Obama and the Republicans will resolve the issue before Aug. 2. This is little changed from a Washington Post/ABC News survey conducted July 14-17 (54% will resolve issue).
Most Americans feel a personal stake in the efforts to resolve the debt-ceiling impasse. Nearly two-thirds (65%) say their own personal finances would be affected by a failure to increased the government’s ability to borrow; 32% say their finances would not be affected. More specifically, 45% are worried that a failure to meet the Aug. 2 deadline would harm their investments and retirement savings, and 46% are worried that they might lose government services and benefits that affect them personally.
The survey finds that the ongoing stalemate over raising the debt ceiling may be taking a toll on views of national conditions. Just 17% say they are satisfied with the way things are going in the country, down from 23% last month and the lowest measure since late 2008, during the financial crisis.
Barack Obama’s job approval ratings remain mixed — 44% approve of his job performance while 48% disapprove. But Obama’s ratings are far less positive than they were in May, immediately after the death of Osama bin Laden (56% approve).
Just a quarter (25%) approve of the job that Republican leaders in Congress are doing, down 11 points since February. Ratings for Democratic congressional leaders (30% approve) are little changed from earlier this year.
Republicans hold a 10-point lead over the Democrats as the party better able to reduce the federal budget deficit (43% to 33%), while running about even with Democrats on taxes, jobs and Social Security. The GOP’s advantage on the deficit is larger than it was in May (three points), but about the same as in April (12 points).
However, Republicans are viewed much more negatively than the Democrats on several important traits and characteristics. Notably, 50% view the Republican Party as “more extreme in its positions.” Far fewer (35%) say this phrase better describes the Democratic Party. Majorities of Democrats (64%) and independents (51%) view the GOP as more extreme, as do about a third of Republicans (35%).
As was the case in April, the Democrats also lead by wide margins as the party more willing to work with political leaders from the other party (by 25 points) and more concerned with the needs of typical Americans (by 21 points). Democrats continue to hold a smaller lead on honest governance (12 points).
Despite the intense focus in Washington on the debt and deficit, more Americans continue to view the job situation as their biggest economic concern. Nearly four-in-ten (39%) cite the job situation as the national economic issue that most worries them; 29% cite the federal budget deficit, while smaller percentages say rising prices (15%) and problems in the financial and housing markets (11%) are their biggest economic worries. Even among Republicans, as many cite the job situation (34%) as the deficit (37%) as the biggest economic problem.
The public’s views of the impact of large cuts in federal spending on the job situation have changed in recent months. Currently, as many say such cuts would help the job situation as hurt it (26% vs. 27%). In March, more saw cuts in spending as harmful rather than helpful (34% vs. 18%); the shift since March has come across partisan lines.
Yet the plurality view, held by 39%, is that cutting federal spending won’t affect the job situation one way or the other.
In keeping with their desire to see compromise, there is no change in the public’s view that the best way to reduce the federal budget deficit is through a combination of both cutting major programs and increasing taxes. Six-in-ten (60%) say that both are in order; just 19% say that the focus should be mostly on cutting major programs while even fewer (8%) say the focus should be mostly on raising taxes. The proportion supporting a mixed approach of funding cuts and tax increases is about the same as it was last December (65%).”
by Michael B. Perini, ABC
perini & associates
Think about it. Technology has been like a rocket for public relations professionals. Blasting off and heading for new frontiers. However, what remains grounded back here on Earth is good old content. That’s right, companies need content for text (smart phones, electronic reading devices, and tablets) audio (internet radio), video (Youtube) and photography (social media sites). And, the challenge remains in two key areas. First, how to mine for it. Second, where to find talent to hire to produce it.
A mining operation: Coming up with content is no easy task. It is like looking for gold. The demands for being fresh and new really serves to test the creative juices. Also, we must not forget the three ABCs: accuracy, brevity and clarity. Before 2002, one could write volumes to make a point. Today, you better try to do it with conciseness or you will loose people. Also, one has to be able to understand how to write a compelling headline that will draw clicks. And, at the same time be able to write a lead while using bullets to make the article/post easier to scan. The ability to have content that drives action across all platforms is also necessary.
Specialist vs Generalist: Organizations often have different specialists or contractors for each type of content. Writers. Video specialists. Photographers. I believe, as do other experts, that this trend to have specialists will change. Both economics and the talent pipeline is changing and will allow for people to integrate all the content management skills into one individual. I’m not saying this will be an easy task but it will occur. The ability to take a message and move it through all the mediums or platforms available (words, photos, art, video, audio, etc.) is an important new skill that CEOs now want and is critical to the success of public relations consultants. In other words, being both strategic and tactical in approach and product is a growing and vital skill to manage content today and tomorrow.
One stop shopping for the company or organization who needs a PR person is now the cost effective way to go.
Remember, it’s all about content and it’s worth repeating times two!