by Erika H. James
Erika H. James is an associate professor of business administration at the University of Virginia's Darden School of Business. Here's her guest post on how small business owners need to be prepared in the event of a crisis.
This past summer the book that I co-authored with Lynn Perry Wooten, Leading Under Pressure: From Surviving to Thriving Before, During, and After a Crisis, was released with great fanfare and interest. The timing could not have been more perfect for its debut. It hit bookshelves and online outlets in the midst of the BP/Deepwater Horizon oil rig explosion and subsequent oil spill. The country was riveted by video of oil gushing endlessly from the debilitated underwater rig in the Gulf Coast, and we were drawn into the 24-hour news cycle reporting of the ineptness with which BP executive Tony Hayward handled the public relations aspect of crisis response. Technically, the oil giant may have done all the right things to stop the leak and contain the oil, but the public could not get beyond the PR gaffes to show much empathy for the firm. In the midst of this crisis comes Leading Under Pressure, and the need for such a book was crystal clear.
To be completely frank, however, we wrote Leading Under Pressure with the Fortune 500 firms in mind. The executives leading those firms were our intended audience, as we felt they needed the most help. Interestingly, however, over the past several months, we have received more speaking requests from small to medium-size firms and from government agencies or other non-profits. In preparing for those talks, we realized that the core principles of the book apply, regardless of one's profit status or size. Although the consequences of crisis for the small business may be less dramatic, and therefore less public, they are no less severe and painful for the people working for and leading those firms. With that in mind, I present the "Top 5 Things a Small Business Owner Should Know About Successfully Leading Under Pressure":
1. Effective crisis handling requires more than good PR. In fact, in the book we rarely use the term crisis management, preferring instead to highlight the importance of leadership during difficult times. Crisis leadership encompasses PR, to be sure, but it necessarily goes beyond the communication side of crisis handling to include key leadership capabilities.
2. Not all crises are the same. A simple but effective way to distinguish crisis types is with the labels Sudden Crisis vs. Smoldering Crisis (terms introduced to me by my colleagues at the Institute for Crisis Management). We are all familiar with the natural disasters, acts of terrorism, or workplace violence that constitute the sudden crisis category, but did you know that nearly three-quarters of crises are smoldering in nature? Smoldering crises are the small internal problems in a firm that, if ignored, can become a crisis. Labor complaints leading to class action lawsuits or product defects leading to recalls are two common examples of smoldering crises.
3. Leadership under pressure is a state of mind. Those managers, owners, team leaders, etc. who are able to scan the environment and see problems on the horizon as well as possibilities for a greater tomorrow are more likely to eventually reap the proverbial opportunity from a crisis situation.
4. Specific competencies are particularly relevant for leading under pressure. These include the ability to make quick and ethical decisions and to take risks even in the face of a threat in addition to possessing a passion for learning and a capacity for building trust across all stakeholders. Over time, leaders who do these things well ultimately help prevent crises.
5. Pay attention to impact on and input from all stakeholders. It is all too easy to become blinded by those stakeholders with the loudest bark or who have the most power or control over the organization (e.g., regulators, lending institutions, activists, or private investors) and to lose sight of other stakeholders who may actually need leadership's attention more. Certainly, you cannot ignore the powerful groups, but neither can you cower to them at the expense of employees and customers, who, at the end, of the day do more to keep the small business alive then almost any other group.
Erika H. James is an associate professor of business administration at the University of Virginia's Darden School of Business.
This article was originally posted on the blog, The Business of Being Monique.
Showing posts with label publicity. Show all posts
Showing posts with label publicity. Show all posts
Wednesday, 13 October 2010
Tuesday, 24 August 2010
Get the Media Attention You Deserve: No More Waiting to See Your Name in Ink
Publicity is more credible than advertising because it isn't paid for directly by the company or person, while advertising space is. Public Relations specialists can't control the size of a write up as much as advertisers can.
When your product, service, name, or company is in ink, it can generate great media attention, which is why billions of dollars are spent on PR every year.
When targeting specific publications, you should not send out mass emails with pitches and press releases because it is considered spamming. Each pitch needs to be tailored to meet the audience of the publication.
In email pitches and press releases, make sure the subject line is relevant because you want to make sure the email gets opened. The press release is one of the most cost efficient ways to generating publicity when you have a targeted media list. Keep the press release short and concise. Don't use flowery and ornate language. Media professionals want news; not to read the greatest piece of literature since Tolstoy. Remember, editors/journalists have no obligation to run your story.
Make sure you press release follows the correct format. Stay tuned for next week's lesson in formatting a press release.
As I mentioned last week, contact one reporter/journalist at a time. In your pitch, reference an article the journalist/reporter wrote. Recently, I was putting a publicity campaign for one of my new products. I sent out four pitches to four different publications two weeks ago, and landed three feature story interviews.
Make your media contact's job easier by telling them how your company can help their audience or why your company is relevant to a certain trend. If the contact doesn't use it right away, they may call on you in the future, when a certain trend becomes popular.
Conduct case studies from clients. Ask your clients how your product or service has helped them. Ask for testimonials. Incorporate case studies and testimonials into your pitch. This will make your release more believable and newsworthy as well as make the journalist's life easier (we will teach you how to draft a solid pitch in an upcoming lesson).
Never send a pitch or press release as an attachment, unless the journalist or reporter asks for it. Send all text in a plain text email.
Make sure you follow up in a timely manner.
Test your pitch with one or two journalists. You can email or call the journalist. Keep the pitch to three or four sentences at most if you call.
And a few bullet points later " Don't be afraid of annoying the journalist"
If possible, address the editor by his or her first and last name
Remember, journalists find many of their stories from regular people/businesses, so it is your job to pitch them accordingly. Just don't make your news self-serving.
For assistance on drafting a news story, contact Kristin at km@marquet-communications.com.
Kristin Marquet is a regular contributor to the Secrets of Success blog.
Friday, 9 July 2010
What We Can Learn From BP
by Shannon Suetos
Over the past two and a half months we all have watched the developments in the Gulf. The oil spill was unexpected and tragic, but what has BP done to help the situation? It turns out not much, and they are getting ridiculed by public relation pros everywhere.
You may not be an oil company, but knowing how to manage crisis communications is a must for every business. Looking back at other crisis communication situations and you will see not everyone handles the pressure as bad as BP.
Back in 1982 Tylenol had a huge situation on their hands when people started dying from the over the counter drug. After admitting yes we are wrong, they went on to fix the problem as fast as they could, and rest assured most of us still use Tylenol to this day.
Monitor
Knowing all of the good and/or bad things the public is saying about your company is imperative. The Internet has made this a much easier task. If you have a Gmail account you can set up Google Alerts for your company. This will allow you to see who is mentioning you on their websites, and if any of your articles or press releases got picked up.
Monitoring what people are saying on social media sites is also important. You may not have a presence on these sites, but monitoring them is a must. USAA, an insurance company has developed an entire radio campaign letting listeners know what people say about them on Facebook. HGTV does a similar thing for their TV shows—showcasing a tweet or Facebook comment about a show they are airing.
On the flip side of these examples, you can find anyone who has a problem with your product or service and contact them directly. Many airlines have done this—there have been many instances when someone has tweeted about not having a pillow etc, before takeoff and many times the situation is addressed then. Because these complaints are in real time, they can be handled a lot faster than if they waited to go home, and call a customer service rep.
Admitting You’re Wrong
No one likes to admit when they are wrong, but for companies it is a must. Take the blame, but also say what you are going to do and then do it. This is where BP failed horribly. They finally admitted what was wrong, but have been slow to fix anything. If your company consists of more than just you, make sure you or your partner is the one making these statements—the CEO should always be telling the public what is wrong.
Communicate
Depending on the crisis it may take a while before the error is corrected. If this is the case make sure your public is fully aware of everything that is happening and getting updates about the situation. In BP’s case they were informing the public, but it wasn’t correct information—taking the situation from bad to worse.
These may seem like general ideas, but you will not believe how many companies overlook these processes. It will take a little time out of your day, but it is better than having a full on crisis on your hands.
Shannon Suetos is an expert writer on VoIP phone systems based in San Diego, California. She writes extensively for an online resource that provides expert advice on purchasing and outsourcing decisions for small business owners and entrepreneurs such as VoIP phones at Resource Nation.
You may not be an oil company, but knowing how to manage crisis communications is a must for every business. Looking back at other crisis communication situations and you will see not everyone handles the pressure as bad as BP.
Back in 1982 Tylenol had a huge situation on their hands when people started dying from the over the counter drug. After admitting yes we are wrong, they went on to fix the problem as fast as they could, and rest assured most of us still use Tylenol to this day.
Monitor
Knowing all of the good and/or bad things the public is saying about your company is imperative. The Internet has made this a much easier task. If you have a Gmail account you can set up Google Alerts for your company. This will allow you to see who is mentioning you on their websites, and if any of your articles or press releases got picked up.
Monitoring what people are saying on social media sites is also important. You may not have a presence on these sites, but monitoring them is a must. USAA, an insurance company has developed an entire radio campaign letting listeners know what people say about them on Facebook. HGTV does a similar thing for their TV shows—showcasing a tweet or Facebook comment about a show they are airing.
On the flip side of these examples, you can find anyone who has a problem with your product or service and contact them directly. Many airlines have done this—there have been many instances when someone has tweeted about not having a pillow etc, before takeoff and many times the situation is addressed then. Because these complaints are in real time, they can be handled a lot faster than if they waited to go home, and call a customer service rep.
Admitting You’re Wrong
No one likes to admit when they are wrong, but for companies it is a must. Take the blame, but also say what you are going to do and then do it. This is where BP failed horribly. They finally admitted what was wrong, but have been slow to fix anything. If your company consists of more than just you, make sure you or your partner is the one making these statements—the CEO should always be telling the public what is wrong.
Communicate
Depending on the crisis it may take a while before the error is corrected. If this is the case make sure your public is fully aware of everything that is happening and getting updates about the situation. In BP’s case they were informing the public, but it wasn’t correct information—taking the situation from bad to worse.
These may seem like general ideas, but you will not believe how many companies overlook these processes. It will take a little time out of your day, but it is better than having a full on crisis on your hands.
Shannon Suetos is an expert writer on VoIP phone systems based in San Diego, California. She writes extensively for an online resource that provides expert advice on purchasing and outsourcing decisions for small business owners and entrepreneurs such as VoIP phones at Resource Nation.
Monday, 17 May 2010
7 Steps to Getting Publicity by Using Press Releases
Are you asking yourself, why hasn’t my company’s name been in ink yet? Continue reading to find out why many editors and reporters gloss right over your press releases and why they end up in the garbage
Are you violating the cardinal rule of publicity? If so, it’s because editors and journalists don’t care about you. They don’t want to read self-serving press materials about who you are, how long you have been in business, or your accomplishments. Their job is to deliver compelling news and stories to keep their readers interested.
If you are serious about generating publicity for your brand and business, when drafting your next press release or pitch letter, follow this advice:
· Editors and reporters don’t care about you or what you’ve done, unless it is going to interest their readers. You need to find an interesting angle to hook the media. The media wants to know how their readers can benefit from what you have to offer.
· Don’t write about your accomplishments or ideas unless it is needed. Write about how your brand or service will be able to help their audience, thus research the demographics, and pitch the release accordingly.
· Check the editorial calendar of the publication and send the release accordingly. Make sure you address and send the release to the right person too.
· One of the most common mistakes I see when press releases are written (I was guilty of this too when I first started), “The Iron Company proudly announces the release of…” or “XYZ Corporation is proud to announce a 50% increase in revenue last quarter…” Yes, this is nice and good, but how is it going to benefit the end user, honestly? The end user wants to know how you are going to better or improve his or her life.
The headline of a press release needs to engage:
Ladies: Ultra Thin Fashion Models on the Runways of New York and LA, Set Unrealistic Weight Standards for General Public
Guys: Why does John, the Average Looking Guy, Get Smoking Hot Girls? Finally, Learn the Real Secrets of how average guys like John Attracts Victoria’s Secret and Playboy Hot Girls
· When writing a press release, discuss how your service or product will help the reporter and the audience. Discuss the benefits. If you are launching a new line of dog food, discuss how it will make the dog act nicer around strangers, run faster, feel better, behave better, or anything else that will get the attention of the audience. You need to show how you are going to be the answer to their problems. Once you demonstrate that you can solve their problems, the publicity process will pretty much become easy; the media will find you and publish your story.
· It can take up to 6 contacts to get a response from editors and journalists. However, don’t pester editors and journalists by calling and following up every day. Find out the editor or journalist’s preferred means of communication and use it. When following up, keep your pitch to 30 seconds. Editors and journalists don’t have a lot of time.
Essentially, the more you can help the media make their stories interesting, the more publicity you will get. Publicity could be an extremely valuable tool if it used properly. If you need help organizing a press release or finding an angle, contact Kristin at km@marquet-communications.com.
Kristin Marquet is a regular contributor to the Secrets of Success blog.
Friday, 12 December 2008
Publicity Tips for Entrepreneurs
by Melissa Cassera
Are you resolving to get more publicity for your business in 2009? In today's economy, publicity is an excellent way to spread the word about your business. As a small business owner, you have the chance to secure interviews, profiles, anecdotes and by-line writing opportunities with media outlets as big as New York Times and as small as your local daily.
Here are my Top Tips for entrepreneurs to gain publicity in 2009:
1. Helpareporter.com
Peter Shankman is an amazing publicist, and now he's sharing his reporter contacts with you. In the form of a 3x daily free email, Peter will send around 50 leads per day from media outlets looking for sources. Not every email will apply to you, but the easy-to-read format lets you weed out the leads that don't apply, and find the ones that are perfect for you. Sign up today at www.helpareporter.com
2. Don't Ignore the Little Guys
While hometown media may not reach the audience that Oprah does, media coverage in smaller outlets can lead to great things - often you will be splashed on the cover or receive a prominent story with plenty of pictures, helping to build a local buzz about your business. I've also seen these local stories grab the attention of the larger media outlets. Try your local dailies, college alumni publications, trade publications, local radio and TV stations, township newsletters and blogs.
3. Don't Rely on your Press Release
Press releases are often used as 'back up' information to your story - your PITCH is what peaks a reporter's interest. Personalize your correspondence to the person you are pitching. Let them know you are familiar with their work. Don't pitch them something they've already covered. Give them something fresh and newsworthy.
4. Find Media Contacts Online
Having trouble finding media contacts? Make a list of the top media outlets you want to be featured in and start googling. Most websites list a masthead to find editor's names. The Wall Street Journal lists every reporter's email address at the end of the story online. Use Google News - type in keywords for your industry and see who is covering your industry.
5. Create an Online Press Room
Make it easy for reporters to cover your business by creating a press page on your website. Dedicate one page featuring your contact information at the top and have the following items available for download: press releases, biography, company background, product images/description, headshot, sample interview questions, company logo, testimonials, video (if applicable), book excerpts. Post links to current media coverage you've received.
6. Brainstorm Various Angles
You can’t expect to pitch the same angle to Oprah that you would your local news station. Brainstorm angles every day that would be perfect for you to pitch. Think outside of your product or service. Can you comment on business surviving in the economy? Working with family members? Finding unusual ways to fund your business? Think of tie-ins to the economy, holidays, and other hot topics.
7. Think of Yourself as an Expert
Even if you’ve only been in business a short time, you still know more about your industry than some others. Don’t think of publicity as being ‘egotistical’ and don’t feel ‘undeserving.’ Reporters are always looking for stories and quotable experts.
8. Pitch Smart
Successful pitching is all about doing your homework. Study the media outlets you are pitching. What do they cover? Identify the appropriate contact to pitch. Check out what they’ve covered previously. Send a note of introduction before pitching anything to start building a relationship.
I hope these publicity tips will assist you in planning for a successful 2009! If you don't have the time to design and manage a publicity campaign, please contact me at (856) 816-3413 or casseracommunications@gmail.com for a consultation and publicity services proposal. I work with clients on a national level, and specialize in working with entrepreneurs, speakers, experts and women-owned businesses. I also offer coaching services for those that want to DIY - with a little guidance.
Melissa Cassera is the owner and operator of Cassera Communications, a publicity and marketing firm. Her firm helps small business entrepreneurs become successful on a local or national level through personal branding. Melissa’s services blend traditional marketing and publicity strategies with ‘new media’ such as blogging, social networking and article marketing. These elements combined with showcasing a client’s talent and charisma help create a winning personal brand. www.casseracommunications.com
Are you resolving to get more publicity for your business in 2009? In today's economy, publicity is an excellent way to spread the word about your business. As a small business owner, you have the chance to secure interviews, profiles, anecdotes and by-line writing opportunities with media outlets as big as New York Times and as small as your local daily.
Here are my Top Tips for entrepreneurs to gain publicity in 2009:
1. Helpareporter.com
Peter Shankman is an amazing publicist, and now he's sharing his reporter contacts with you. In the form of a 3x daily free email, Peter will send around 50 leads per day from media outlets looking for sources. Not every email will apply to you, but the easy-to-read format lets you weed out the leads that don't apply, and find the ones that are perfect for you. Sign up today at www.helpareporter.com
2. Don't Ignore the Little Guys
While hometown media may not reach the audience that Oprah does, media coverage in smaller outlets can lead to great things - often you will be splashed on the cover or receive a prominent story with plenty of pictures, helping to build a local buzz about your business. I've also seen these local stories grab the attention of the larger media outlets. Try your local dailies, college alumni publications, trade publications, local radio and TV stations, township newsletters and blogs.
3. Don't Rely on your Press Release
Press releases are often used as 'back up' information to your story - your PITCH is what peaks a reporter's interest. Personalize your correspondence to the person you are pitching. Let them know you are familiar with their work. Don't pitch them something they've already covered. Give them something fresh and newsworthy.
4. Find Media Contacts Online
Having trouble finding media contacts? Make a list of the top media outlets you want to be featured in and start googling. Most websites list a masthead to find editor's names. The Wall Street Journal lists every reporter's email address at the end of the story online. Use Google News - type in keywords for your industry and see who is covering your industry.
5. Create an Online Press Room
Make it easy for reporters to cover your business by creating a press page on your website. Dedicate one page featuring your contact information at the top and have the following items available for download: press releases, biography, company background, product images/description, headshot, sample interview questions, company logo, testimonials, video (if applicable), book excerpts. Post links to current media coverage you've received.
6. Brainstorm Various Angles
You can’t expect to pitch the same angle to Oprah that you would your local news station. Brainstorm angles every day that would be perfect for you to pitch. Think outside of your product or service. Can you comment on business surviving in the economy? Working with family members? Finding unusual ways to fund your business? Think of tie-ins to the economy, holidays, and other hot topics.
7. Think of Yourself as an Expert
Even if you’ve only been in business a short time, you still know more about your industry than some others. Don’t think of publicity as being ‘egotistical’ and don’t feel ‘undeserving.’ Reporters are always looking for stories and quotable experts.
8. Pitch Smart
Successful pitching is all about doing your homework. Study the media outlets you are pitching. What do they cover? Identify the appropriate contact to pitch. Check out what they’ve covered previously. Send a note of introduction before pitching anything to start building a relationship.
I hope these publicity tips will assist you in planning for a successful 2009! If you don't have the time to design and manage a publicity campaign, please contact me at (856) 816-3413 or casseracommunications@gmail.com for a consultation and publicity services proposal. I work with clients on a national level, and specialize in working with entrepreneurs, speakers, experts and women-owned businesses. I also offer coaching services for those that want to DIY - with a little guidance.
Melissa Cassera is the owner and operator of Cassera Communications, a publicity and marketing firm. Her firm helps small business entrepreneurs become successful on a local or national level through personal branding. Melissa’s services blend traditional marketing and publicity strategies with ‘new media’ such as blogging, social networking and article marketing. These elements combined with showcasing a client’s talent and charisma help create a winning personal brand. www.casseracommunications.com
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