businesswomen

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Your Company Story – Expert PR Advice

You’ve got the best product or service out there, right? So you say. But how do you get your audience and customers to believe your message?

One of the most difficult challenges to public relations is straddling the needs of the client and the needs and wants of their customers. It’s the PR person’s job to relay a message that ‘sings’ to the audience even whWhatisNewsen the client may not be completely on board with that message. For example, the client wants the message to express how expert their services are; the longevity in the business and how they will take care of the customer like no other similar company. The customers sees many other options in the marketplace so how does THIS company stand out above the rest? It’s all in the storytelling.

The PR person should consult with you to develop potential news ‘hooks’ that can be told in a clear, concise and compelling way in order to attract the interest of customers via your web or social media content, news releases or through customized pitches to the media. A savvy PR person who has strong media connections and knows how to reach out to reporters, producers and editors is uniquely qualified to provide this service for a client.

A PR company that blasts the same release, pitch or storyline to a long media list will likely not get the results the client is hoping for. A media pitch can take hours to mold and shape. The client has to assist by providing the facts, quotes and other details needed; it is the PR person who shapes those details into a pitch (and compelling subject line) that will at least get the media person to open the e-mailed pitch. The client who believes he or she can do all this will be disappointed in the results and frustrated by the amount of time taken away from daily business. A PR person is a step removed from the client’s daily business and can more or less objectively present the pitch to media contacts.

Why not call each media person? Reality is: people seldom answer their phones these days. When they do, they are pressed for time. If they are not interested in your pitch, the phone call may leave a bad impression.

The best PR people:

  • Listen to the client’s story
  • Ask questions about the business, challenges, hopes and dreams of the clinet
  • Find the message that will translate first to the media – then to the public

Trust your expert PR person to understand and tell your story in your content as well as in media pitches. That person is working for you for a reason; he or she can translate your story about your product or service to people with a compelling story that in turn can mean more business for you.

 

 

 

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Value in Networking – Learning to Lead

Sometimes it’s rough putting yourself out there. Facebook COO Sheryl Sandberg is taking some pretty “mean girl” hits for saying that women are not doing enough to take on leadership roles; others are defending her. While I have not read her leadershipbook yet, I’ve seen some of the interviews with Sandberg. She makes a lot of valid points. Women think differently; we analyze and look at many different sides. Men often look at things straight on; compartmentalize their thoughts (or feelings) and make a decision focused solely on the prize or goal.

When women put themselves out there and take those leadership roles, sandbergthey are often bashed or called the “b” word. They lead by example and then they’re called “cold” and “calculating.” Women who let their talents speak for them are often passed over or left aside. They have to balance “tooting their own horn” with coming on too strong. This – I know.

A lot of success in the business world comes from networking. A lot of that networking happens by listening. I attended a symposium today focused on sustainability. There was so much information shared in less than four hours that my head continues to spin. I gathered many business cards and plan to follow-up on several different levels with people I met today. A LOT of what I did today was listen. While I did moderate a panel, it was important for me to really listen to the experts who were presenting their cases for sustainable communities and progress being made in their worlds.

It’s easy to jump to – “Well, how can MY business help?” It’s more important to listen and learn during these networking opportunities. Then follow-up during a less busy time with a suggestion for a morning coffee with someone or a lunch. Whatever is appropriate. One thing I did do immediately after returning back to the office was to write a heartfelt ‘thank you’ to the people who I worked with on the panel. I admired their expertise; thanked them for their presentations and let them know that they certainly provided the standing-room-only crowd with a lot of food for thought.

Several years ago when I started by consulting business, I had a very difficult time in networking situations. I felt along; ill-informed; unable to measure up to other people and their expertise. Networking is like anything; practice makes perfect. While I never profess to be perfect at anything, I am comfortable in my own skin now. I feel confident in the work I do and what I can take on. I believe this, in part is what Sheryl Sandberg is trying to express to women today: Know yourself; let others know you. Learn your craft well and lead others in your field.