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!

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:

• Communication Environment
• Reputation Management
• Business Development
• Public Affairs
• Access Services

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 a MACWORLD article about a survey by the Donald W. Reylonds Journalism Institute about the ipad and impact on reading news — mbp

by Dan Moren, Macworld.com

Many thought that the iPad would save journalism—but, as it turns out, you can’t save journalism without breaking a few eggs…wrapped in newspapers. A survey by the Donald W. Reylonds Journalism Institute(RJI) at the University of Missouri found that the iPad could have a deleterious effect on print newspapers, with many iPad users being likely to axe their print subscriptions in favor of consuming news on their tablets.

The survey talked to more than 1600 iPad users, who were mostly well-off men with bachelor’s degrees, averaging 48 years old. News, for these folks, is serious business: 84.4 percent of respondents said that following breaking news and current events was one of the main tasks they used the iPad for, with almost half of those surveyed saying they spent an hour or more reading news on a typical day. Other popular pastimes were reading books, magazines, and newspapers; browsing the Web; and e-mail.

Now that we know that a burning thirst for knowledge is what consumes these folks, let’s get to the interesting statistics: 93 percent of those who read an hour or more of news a day said they were at least somewhat likely to use an app over browsing to a newspaper’s Website. (Roughly the same is true of those iPad users who weren’t as diligent a newshound.)

And while the regular consumers of news tended to do so in digital and print forms, the more they use the iPad, the less they tend to read printed newspapers. Here’s where print media gets the bad news, if you’ll pardon the expression: 58 percent of respondents who subscribe to print newspapers andspend more than an hour a day reading news on their iPad said they were very likely to cancel those print subscriptions in the next six months. In fact, around 10 percent of respondents reported they had already canceled printed newspaper subscriptions.

What drives this shift? Many users rated the experience of reading on the iPad either slightly better or roughly the same as reading print media. And, as you might expect, older readers are the culprits clinging desperately to their daily publications with newsprint-stained hands: according to the survey, the older a user was, the more likely they were to compare the iPad reading experience unfavorably with that of print (though better, it seems, than reading on smaller-screened devices like iPhones). Of course, given that eyesight also tends to degenerate with age, that’s not exactly shocking.

But, when posed an open-ended question about what would drive users to plonk down their money for digital news over print, the most oft-mentioned factor was decidedly practical: “a price lower than the price of a print subscription.” This seems to get to the nub of the issue: one of the factors favoring digital news consumption over print media is the fact that, by and large, digital news is available for cheap or, more often than not, free. Among readers’ other desires for their digital news were content parity with the print edition and easy-to-use and reliable applications.

Who’s closest to this digital news nirvana? The answer isn’t particularly surprising: according to the respondents, it’s high-profile publications including The New York Times, USA Today, The Associated Press, and The Wall Street Journal. Of course, these are also among the most prominent organizations, with the most substantial budgets and the best ability to withstand losses over the short-term as they investigate the old alchemical dilemma of how to turn eyeballs into money.

So, is print media’s goose cooked? Naturally, one survey does not a future make, but it’s clear that the industry has some challenges ahead of it. Don’t worry too much, though: your local newsstand isn’t likely to become a barren wasteland any time soon; not, at least, until the publications figure out how to bring in money to offset those dwindling subscriptions—or die trying.

by Michael B. Perini, ABC

perini & associates

We have talked before in this blog about branding.  Here are several of my past posts on this important topic.

Is It Time For A PR Checkup?

A logo:  Is It Who You Are?

PR: What’s In A Name?

Elevate Your Attitude: New Woodland Park, CO Brand and Marketing Strategy

This article in the May issue of Computer Arts details the trials and tribulations of Starbucks brand. This is the 4th brand refresh that Starbucks had had since it was founded in 1971. To mark its 40th anniversary, the coffee chain went back to its roots.  Read more below. Move your mouse over the page to find the “inside” box.

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.”

NewsFirst5 interview:

by Michael B. Perini, ABC
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:

• Keep your fans engaged by giving them useful and relevant info. Share quality content with them to incite comments and send updates at least once a week. Content should be a mix of your own content and what is called in the industry, “OPC” – other people’s content.  It’s a good thing to share other industry blogs, links, resources, etc. That way you’ll be seen as a business that cares enough to share a good depth and breadth of your topic and not just your own opinion.  Always provide the source for the information.

• Link your facebook page to your newsletter and to your website – Remember, it’s about getting your customers and members to connect and interact with you through social media  The more users interact with your page, the more publicity you get that helps increase awareness about your products and services.

• Add your unique logo or a picture that represents your business as your profile picture.  Seems easy enough, but lots of facebook sites don’t take the time to upload a photo that is representative of their product or service.

• Tell your customers about your fan page and ask them to show their support by joining Facebook and becoming fans.  Want to be a fan of our site?  Click here!

• Regardless of business, share a video of one of your staff offering tips or something like that, it’s a great opportunity when that functionality is built into the page.  We upload our “pclips” to our Facebook page on a regular basis. Check them out here.

• Keep in mind it’s better to have a smaller, highly targeted, qualified and engaged audience than a large audience who doesn’t pay much attention to you. Encourage customers to “Like” you on Facebook; give them a coupon if they do. You can do this in your store or from your website or blog.

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 the challenges business owners face with customers — mbp

Customers Driving Your Crazy — You’re not alone

By Rhonda ABRAMS, USA TODAY

Customers – can’t live with ‘em, can’t live without ‘em. If you’re in a business with lots of customers, many days you may wonder, “Why do I have to be nice to these people?” People who are otherwise nice, smart, patient, somehow can become demanding, dumb and pushy when they become customers.

Yet, in today’s world, it’s imperative for all businesses, but especially small businesses, to excel in customer service.It may be the only thing that keeps customers coming back, as they can often buy products cheaper online or at superstores. And online review services like “Yelp” are only a click away. Make a customer mad, the whole world soon knows.

That makes customer service in a small company critical for survival. But it doesn’t mean it’s always easy.

For instance, in my company, we sell a software program that previously did not work on Apple computers. All over our website – in big letters — we had reminders: “Won’t work on Macs.” Yet, every week a customer called us when they discovered it wouldn’t work on their Mac. Duh!

Getting frustrated at the seeming illiteracy of customers would have done us no good. All it would have done is created an atmosphere of “us vs. them.” Instead, we needed to change our attitude and view our customers as partners. We looked to see what we could learn. (One thing – we needed to have a Mac version of our software, which we now do.)

And that’s the first step in providing great customer service – an attitude adjustment. Approach interactions with your customers as a relationship, not just a transaction.

Some experts advise thinking of the “lifetime value of a customer.” After all, refunding $50 may not matter much, if it keeps a customer coming back month-after-month. But even if you’re only going to deal with a customer one time, if you approach it as a relationship, you’re much more likely to develop a fan who will spread the word about your company.

In particular, great customer service depends on:

1. Integrity: The basis of all great customer service is delivering a great product or service with honesty and fairness. You MUST deliver the product or service as offered or better. And your prices must be fair – even if not the least expensive.

2. Knowledge: You – or your employees – must understand what you’re selling. It’s frustrating when you go to a company and the salespeople can’t answer even basic questions about their products or services. Training your employees to understand your product and your business is a key to great customer service.

3. Set the tone: A company’s culture gets transmitted from the top down. Employees only treat customers as well as they are treated by their employer and managers. If you deal with your employees with respect and decency, they are far more likely to treat your customers that way.

4. Training: Most entrepreneurs and small business owners are so busy, that they tend to take a “sink or swim” approach to their employees’ training. You can’t expect employees to know what to do – as well as to understand products and policies – unless they’re trained.

5. Empower your employees: The Nordstrom department store chain is known for exceptional customer service. It starts from empowering their employees to make decisions and their one-line policy: “Use good judgment in all situations.” Employees who are empowered to make decisions not only provide far better service, they’re more satisfied in their work.

6. Genuine good manners: Smile. Be polite. Say thank you – a lot. Remember, at all times, your customers are people, not just dollar signs.

7. Go the extra mile: Whenever you can, try to make the customer happy. Is the customer always right? Anyone in business can tell you that they’re not. But whatever you can do to exceed their expectations and solve their problems increases their loyalty to you.

8. Communication: Sooner or later, something’s going to go wrong. Even in the worst situations, it’s possible to provide great customer service. The key is to keep the customer informed. Nothing infuriates a customer more than to be surprised by bad news.

9. Say you’re sorry. Finally, when things do go wrong or you can’t accommodate a customer, apologize, sincerely. You should be sorry when you can’t please your customers.

In today’s business climate, the difference between a loyal customer – and bigger profits – is great customer service. When you’re committed to your customers, they’re more likely to be committed to you.