How To Communicate When Reopening: Panelist for COVID-19 Business Update

How To Communicate When Reopening: Panelist for COVID-19 Business Update

Webinar Hosted by The Greater Woodland Park Chamber of Commerce I  April 29, 2020

(AS DELIVERED)  By Michael B. Perini, Panel Member

Thanks for setting this webinar up and for the opportunity to share some insights on how to communicate a business or nonprofit re-opening.

First, I just want to say we at perini & associates are so sorry for everyone who has been ill and/or had a loved one die due to covid-19.

As some of the panel members have already said, sharing reliable, trustworthy information is important during a crisis.

Having a plan to successfully reopen depends heavily on the communications strategy and the activities that are developed.

Lessons I learned from past experience as a senior public relations practitioner during 911, hurricane Katrina, forest fires and other crisis situations has taught me critical lessons communicating to employees, stakeholders, news media and the general public.

I know due to covid-19 many are frustrated and stressed and as a result the amount of information your customers can understand and remember at one time needs to be communicated in clear, simple ways.

There is a need to provide hopeful and caring messages in dialogues with employees, customers and the general public going forward.

Always be truthful.

The fact you are likely operating on a very meager budget the ways you can communicate your reopening needs to use tools that are not so time consuming in human resources and financial expense.  I understand that.

So, here are some ideas.

And if we have time, I would be glad to offer other examples of what you can do if you have a marketing budget, which of course, I would recommend to really accelerate information getting to customers as you reopen.

First,  be intentional about telling the public that you are reopening.  This is no time to be shy.

Second,   be sure to inform customers about your safety measures.

This includes mentioning  hand sanitizer, masks, no more than 10 customers at a time and social distancing/requiring that tables are 6-ft apart, etc.

Whatever the guidelines are from state, county, city and public health departments for you to reopen.  These need to be visible and made clear so that people feel safe in your business.

Now for some specifics.  I am going to cover these quickly for those of you who might be taking notes but would be willing to provide additional details during the question period. Also, you will find this list on our website later today.

Let’s start with:

  • Each day pick three phone contacts to text or call about reopening.
  • Each day have your employees make three phone calls or text to their friends, family and those they already connect with the great reopening news.
  • Change your business voicemail now to the message that you are opening –with dates and times.  Because most people do not like long answering machine messages direct them to your business facebook page or website or even the flyer you have placed on your storefront with additional details.
  • Speaking of flyers, these can be easily designed and are very inexpensive to generate. Post them around town.  There are many places where flyers are accepted.  I would suggest 8.5 x 11 so other businesses can also have space to communicate their reopening.
  • If you belong to a church or any community organization share your reopening information with them at least 7 t0 10 days in advance – if you can — and ask them to share it with their members.
  • Send the information about your reopening via email and ask others you know to do the same.
  • If you are on social media, then place a post on your page and on the teller county and woodland park groups.  There are many to choose from.  Be sure to ask all to share. You can also take photos of your preps to reopen and pass them along.  This will generate “buzz” as we say in the marketing world and will  encourage conversation about your business.
  • And yes, if you have a website place your announcement on the front page – large enough for viewers to see right away.
  • I would also suggest you call the local media and tell them that you are reopening.  This is a hot news topic and you are likely to get positive exposure reaching many people that you would not likely have been able to so efficiently.  The reporter might even want to cover your first days back.  If so, you should encourage it.
  • Now is the time to think about signage. “we are open” signs displayed prominently either in windows and/or with yard signs and/or with banners. For ex – we know one local business owner who is going to display a vinyl, limited menu in her front window.
  • Along these lines, you should have an employee stand out in front of your store front with a sign indicating that you are again open.
  • Offer discounts and meal specials for the first week or so to build your return business.  For ex, one local restaurant we know of will be offering family meal deals.
  • Again, I am trying to keep these ideas at little to no cost, but buying an inexpensive fb ad to announce openings, specials and days/hours is also something you should consider.  You can do this for just a couple of dollars a day with really good targeting results.
  • If you are a Chamber member, you should create a post for the weekly grapevine.  It goes to many beyond just chamber members and is an excellent way to promote your reopening.
  • There are many  electronic community boards out there where you can post short announcements for free.

Look, if you have a budget for paid advertising then yes, you should consider print, radio, tv and online.

Again, as I said at the start, now is the time to plan to communicate.  If you take action now, then you be rewarded with customers returning  sooner.

Finally, I would be interested in any marketing ideas you might like to pass along to those on the webinar.  I am sure they would appreciate it. (AS DELIVERED)







Communicating COVID-19 to Employees, Customers and Public

Communicating COVID-19 to Employees, Customers and Public

We recognize that this is a historic time with the Coronavirus impacting all plans for businesses, nonprofits, organizations — every aspect of our daily work and personal lives — all over America!  And, beyond our borders.

With this in mind, we want to remind you that we are still “open” — using CDC social distance practices — and stand ready to assist with your actions to communicate to employees, customers and the public.

So, please contact us if you want to go over your actions to communicate going forward. Using our expertise to help during a crisis is not about commercial advantage or profit. It is about doing the right thing for our country and showing our company’s true values and citizenship.

Lessons learned from past experience as a senior public relations practitioner for 911, Katrina and other national crisis situations has taught me:

  • Times of crisis can be confusing and frightening, resulting in an amplification of speculation, conspiracy theories, and fiction.
  • Use only OFFICIAL sources for facts and information.
  • Rumors and mis-information will continue to increase as the length of this unprecedented circumstances continue.
  • Again, please DO NOT share information that is not from official sources, i.e., federal, state, county and city.  You should start with this site:


Centers for Disease Control and Prevention is the official app of the US Government and Coronavirus (COVID-19) Joint Task Force including the agencies of the CDC, White House, Health and Human Services, and FEMA.

John Hopkins University for the Number of Global Cases


Each state has an official website to get resources, updates and what you should know.  Here is ours in Colorado:

Some of have asked what the US military is doing.  Here is a FOX news clip that provides excellent information.

Finally, the need to provide a hopeful and caring message in your dialogue with employees, customers and the public is key as you continue to respond to this situation.

Stay safe. Remain healthy.


Michael B. Perini, USAF-Col. (Ret)
President & CEO

Business Relations:  Being Involved in Your Community Pays Dividends

Business Relations: Being Involved in Your Community Pays Dividends

Playing a role in our community can be good for business.  In a competitive professional environment, potential customers tend to do business with those companies that demonstrate social responsibility.

Here are a few ideas we have learned from our community engagement that you can apply to your own business.  Remember, it’s all about creating goodwill (and good karma):

  1. Take an active interest in community issues.From the continued tourism challenges to the downtown planned development options to attract new businesses to Woodland Park and the Teller County area.
  2. Sponsor youth activities. There are many activities to choose from. Baseball. Volleyball. Music. Theatre. Take a group photo and hang it on your office wall. Sponsoring youth activities will make you feel good while at the same time sending a signal that your business cares about the future generation.
  3. Participate in local government. Business leaders can volunteer to share their expertise on various city and/or county committees. Opportunities are posted on the City of Woodland Park website at and for Teller County at
  4. Join and/or present to business and service groups. Membership in local organizations can really help sell your products and services by showcasing your knowledge and relationship building skills. Offer to make a 10-15-minute presentation. Public speaking is a great way to network. Make sure you bring business cards.
  5. Purchase materials and supplies from local companies. “Shop Local” is a true call to action. What we need to do is to apply it to our daily routine. Demonstrating your support to spend your resources locally opens up a world of return business.
  6. Support local charities and take part in civic activities. Sponsor a fundraising dinner or event, like a bike race or parade. Get involved with Keep Woodland Park Beautiful’s annual City Cleanup. From there, you gain exposure for your business and you show that you care to make the community a better place to live and work.
  7. 7. Recognize your employees for community volunteer activities. Review your community engagement plan each year with the goal of building off past successes.

Involvement in the community is a great step to becoming a respected leader, as well as building customer loyalty for the long term.

(Note:  Article first appeared in Woodland Park Living, March 2020  I  Michael B Perini, ABC, is president of Perini & Associates, a full-service public relations and marketing firm since 2009 based in Woodland Park.  Reach him at

What Makes For a Great Business Photo

What Makes For a Great Business Photo

by Michael Perini, ABC
Perini & Associates

Cute redhair dachshund with camera is among the photos

I first blogged this topic in 2013 and still believe today that we remain in a new and ever-changing age of photography.

With the continual evolution of both stand-alone digital cameras and new models of smartphones coming out for the holidays, by gosh, there doesn’t seem to be an end in sight of this technological revolution!

The number of photos that you and I take in a year has gone through the roof.  In fact, in a recent study by The Conversation, it was claimed that as many as I TRILLION photos were taken in 2018.

Here are couple of other interesting facts.

  • 95 million photos and videos are uploaded to Instagram every day!
  • As for Facebook, 250 billion is the total number of photos you will find.

So, the answer to my question, is “Yes”.  Photos are still necessary as “currency”.  For you wanting to use photos in your business to attract customers then that photo must be special.  Picture this in your mind.  A photo with two small dogs.  Wearing funny hats and dark sunglasses.  I would offer up to you that this photo has more than a  bark! This photo generates emotions and questions.

“Aren’t they cute!”

“Where’s the red carpet?”

“How’d they get them to sit still?”

“Are those prescription specs?”

This photo of these trendy dogs begs viewers to want to know more.

Animals with Style!

In the public relations and marketing world having photos that communicate like this one are key to the success of your business, nonprofit or special event.

What makes a great photo; in a nutshell a great photo is one that helps tell your message.  Here are several factors that I always remembered when selecting photos for clients:

Wow factor! There is so much competition for your personal attention. Again, Instagram, Facebook and Pinterest. If we are to be successful and capture your time and attention, then we need to show an image that has that “wow” factor. Immediate reaction…positive or negative, depending on your objective…is what you need to look for.

BRIGHT is right. The image needs to be visible. By that I mean a photo that expresses an emotion, view or drives you to action. A lot of vivid colors work for me and drive me to action.

Mystery with a +. The image should leave you wanting more. This photo does that for me. You?

I think this topic of photos for business is one that we need to come back to.

Bottomline is:  If you want your photo to get noticed…then you need to get creative.

We would really like to hear your comments about photography.   Here are several examples of great ones!



GEO-FENCING:  The New Buzz Word?  Facts vs Fiction

GEO-FENCING: The New Buzz Word? Facts vs Fiction

What is Geofencing? If you’ve been keeping up with the latest digital marketing tools then you’ve most likely heard of one of the latest vocabulary words in business advertising technology. Geofencing. But what is it? Why do people use it? Can it really make a difference? And perhaps the question people most want to know the answer to is… Is it ethical?

These are just some of the concerns we’d like to address with you in our four part geofencing series. So stay tuned and for now, here’s Part 1 below!

1. What is Geofencing?
Geofencing is the practice of using global positioning (GPS) or radio frequency identification (RFID) to create a virtual geographic boundary, enabling software to trigger a response on a mobile device as it enters or leaves a particular area.

Fun Facts:

*Geofencing technology is compatible with 92% of U.S. smartphones.

*53% of shoppers visited a specific retailer after receiving a location-based alert.

*Smartphone users are often times completely oblivious to the realities of businesses obtaining big data analytics on their whereabouts and shopping patterns through obtaining their phone’s IP address..

*Geofencing positively affects businesses by increasing sales but can have negative affects by misusing some of the data obtained.


Source: Melissa Bately, perini & associates.

Holds a B.A. in Public Relations from Lipscomb University in Nashville, TN, and began her professional experience at Word Records and McClain Public Relations.  She has supported and represented a wide variety of clients, and she enjoys creating special projects, activities, and events to promote and foster relationships between clients and their respective communities.

Mistakes Made by Small Business Owners

Mistakes Made by Small Business Owners

According to the U.S. Small Business Administration, over 80% of small businesses fail* in the first year and 95% fail within the first five years.

That number might be surprisingly high to you, especially considering the commonly-held belief that most businesses fail within the first year.  However, from there the number falls sharply. Only about half of small businesses survive passed the five-year mark, ranging from 45.4% to 51% depending on the year the business was started.

Beyond that, only about one in three small businesses get to the 10-year mark and live to tell the tale.

All this might sound discouraging. But, by identifying the primary causes of small business failure, adjustments can be made to allow you to place the odds in your favor.

Why do Small Businesses Fail?

Based on our experience working with small business owners since 2009 and backed up by statistical data, here are reasons small businesses fail.

Insufficient capital (money). The math just doesn’t work. If you don’t have enough cash to carry you through the first six months or so before the business starts making money, your prospects for success are not good. Consider both business and personal living expenses when determining how much cash you will need for investment in the business (employees, equipment, marketing, etc.) and also be prepared for a “business emergency”, i.e., theft, natural disasters or a similar competitor who sets up within close proximity.   Additionally, you may feel like you cannot afford to give your customers something free or at a discount.  But in reality, you can’t afford not to.

Believing you can do everything yourself. One of the biggest challenges for small business owners is to let go. Let go of the attitude that you must have hands-on control of all aspects of your business. Let go of the belief that only you can make decisions. Concentrate on the most important problems or issues facing your business. Sometimes, you can even tell these owners the problem, and they will recognize that you are right — but continue to make the same mistakes over and over. Let others help you out. Give trusted advisors responsibility and authority.

Failure to clearly define and understand your market, your customers, and your customers’ buying habits. Who are your customers? You should be able to clearly identify them in one or two sentences. How are you going to reach them? Is your product or service seasonal? What will you do in the off-season? How loyal are your potential customers to their current supplier? Do customers keep coming back or do they just purchase from you one time? Does it take a long time to close a sale or are your customers more driven by impulse buying? .

Failure to anticipate or react to competition, technology, or other changes in the marketplace. It is dangerous to assume that what you have done in the past will always work. Challenge the factors that led to your success. Do you still do things the same way despite new market demands and changing times? What is your competition doing differently? What new technology is available? Be open to new ideas like social media (Facebook and Instagram); online tools (website, EZ-texting and Geo-Fencing) and the explosion in the use of smart devices (phones, tablets). Experiment. Those who fail to invest in the new tools to attract and retain customers end up becoming pawns to those who do.

Marketing Mishaps. Business owners often fail to prepare for the marketing needs of a company in terms of capital required, prospect reach and accurate conversion ratio projections. When companies underestimate the total cost of early marketing campaigns, it is often difficult to secure financing or redirect capital from other business departments to make up for the shortfall. Because marketing is a crucial aspect of any early-stage business, it is necessary for companies to ensure they have established realistic budgets for current and future marketing needs..

 In life, you may have forgiving friends and relatives, but entrepreneurship is rarely forgiving. Eventually, everything shows up in the soup. If people don’t like the soup, employees stop working for you, and customers stop doing business with you. And that is why businesses fail”. — Jay Goltz owns five small businesses in Chicago.

 Additional Sources:  Small Business Administration*, Forbes Magazine, Investopedia, Honolulu Magazine