Your Employees May Be a Great Story

I have had an opportunity covering the Michigan banking industry to write a number of stories, and some of the most interesting have been about the people who make up the banking industry. Not just the presidents, CFOs or board members; but the front line folks, too.

They have a story to tell and as a small business owner you know who they are; and that the story may be about more than your business and the products you sell. In reality the fact that they work for you still makes you part of the story, but not the main part.

Maybe you have someone active in a local Habitat for Humanity effort, a recent fund raising for Haiti relief, youth sports programs. As a business and community leader you are in a prime position to help promote stories like these.

A recent example is a story I wrote about a local bank official who became an activist for foster care youth in her community. Give it a read.

http://www.facebook.com/notes/michigan-banker-magazine/first-national-bank-of-howell-helps-foster-care-youth-establish-financial-securi/293848633503


It will give you an idea on how an interesting story can be developed and told to your community or trade community.

Non Profits Getting Media Coverage: Consider Letters to the Editor

The letters-to-the-editor section is one of the most widely read sections of any newspaper. While letters to the editor are usually written in response to an article or editorial published earlier in the newspaper, they can also be used to raise subjects not normally covered by the newspaper.

1. Newspapers often cover nonprofit issues. If you see an article or opinion piece that presents a position opposite your group’s, write a letter to the editor respectfully disagreeing with the article and stating your organization’s position. If you don’t disagree but have a different perspective, that too can be the basis of a letter to the editor.

2. If there is no article to use as a starting point, write an opinion letter. Keep the letter simple by focusing on one or two points. The letter should express a definite opinion on the subject.

3. Call the newspaper and ask to speak to the letters-to-the-editor department. Ask how long the letter should be. Find out the name, fax number, email address, and mailing address of the person you should send it to. Many newspapers allow email submission of letters to the editor. Others require a signed hard copy. Many newspapers will include this information on the editorial page or elsewhere in the newspaper itself.

4. In the first paragraph of your letter, refer promptly to the article or position that you are writing about. Name the reporter who wrote the article (or the author of the letter to the editor) and the date and the title of the article. Then respectfully state why you disagree and proceed to give your position on that particular issue. Short and pitchy is better than long and rambling.

5. Send with a cover letter addressed to the appropriate editor. Attach your business card. Be sure to sign the letter with your name, title, the name of your organization and your contact information

Small Biz Leads The Way -- You Have A Story To Tell

Came across an article on the Web that confirmed what many of us already know…

Polling firm Zogby International conducted a joint interactive poll with WeMedia, asking the question: “Who will lead us to a better future?” Americans put entrepreneurs and small businesses at the top of the list, with 63 percent of Americans saying entrepreneurs and small businesses would lead the way. Next were science and technology leaders, with 52 percent of Americans having confidence they would lead us forward.

Andrew Nachison, CEO of the media think tank iFOCOS, sees this as part of a fundamental cultural change. He points out that dissatisfaction with government, big business and the media runs deep. That, he says, is leading individuals to take charge: “If big business, government or the media won’t lead, we’ll lead ourselves. We’ll create our own businesses and our own media to build a better future. No matter where you sit or what you do, that’s a call to action to participate, to inspire hope and bring prosperity to more people. It’s an agenda for everyone: Lead us to a better future.”

…and don’t forget your story as you lead your business to that new future.

Guerilla marketers Levinson and Godin point to an important point “When your moment of fame arrives as the result of a successful publicity effort, don’t let it vanish like yesterday’s news. Be sure to wring the maximum worth out of it.”

Get notice and brand name recognition through publicity.

More Insights — Release a Survey or Report

Not just anything can be a news event so give it some thought. Newspapers and broadcast media continue to cut back during this recession. The bodies (reporters) aren’t as plentiful as they once were. Have a publicity plan. Make it part of your overall communications or marketing plan for your business, nonprofit or organization.

One way to create news is assembling data and then releasing it. Hey your customers can be a good start. Come up with a series of questions that tie into a current community issue or a service or product your company provides.

Lake Superior State University completes a survey each year on words and phrases that need to be dropped from the vernacular.

Check it out at http://www.lssu.edu/banished/

LSSU gets extensive news coverage nationwide and beyond when the list is released. It’s all free media.

First Impressions Training: A Publicity Success Effort

Recently had the opportunity to work with First Impressions Training which you can find on the Web at www.firstimpressionstraining.com

Pattie McNiel started First Impressions Training in 2001 and she has a great story to tell about her business and the content she delivers in her workshops. Pattie provides professional business etiquette workshops to enhance career opportunities whether you are just beginning or are a seasoned executive. She has trained thousands of students and employees from many organizations throughout the country.

I had the good fortune to work with her recently in developing a publicity effort around her speech to the Rotary Club in Grand Ledge, Michigan.

We targeted two weekly papers, provided a press release and photos from her speech and emailed to the editors. Her content fit the definition of a news story and in the next issue of the two papers provided with the press release and photos we had the news coverage we sought.

Links to both stories follow:

Etiquette pro speaks to Grand Ledge's Rotary

http://www.lansingstatejournal.com/article/20100115/GRANDLEDGE01/1170372/1198/GRANDLEDGE

Etiquette counts, says local businesswoman

http://www.lansingstatejournal.com/article/20100116/WILLIAMSTON01/1170484/1252/WILLIAMSTON

Public Relations for Small Businesses and Tips for Writing Press Releases

Like other types of organizations, small businesses can benefit from public relations in terms of their relationships with customers, employees, investors, suppliers, or other interested members of the community. Since small business owners are the most visible representatives of their own companies, they frequently handle many of the public relations functions themselves. But experts caution small business owners against taking on this responsibility if they are unqualified, or if they are unable to give public relations the attention it deserves. In these cases, entrepreneurs may choose to hire a public relations specialist or contract with an outside agency.
A key piece of your small business organization’s public relations strategy is publicity. A common way to initiate publicity is through a press release. Some tips to good press release writing start with having the foundation of a good news story. In your release include:
1. Write the headline and make it brief, clear and to the point.
2. Write the press release body copy as you want it to appear in a news story.
3. Communicate the 5 Ws and the H. Who, what, when, where, why, and how. Then consider these points as your write your story:
• What is the actual news?
• Why this is news?
• The people, products, items, dates and other things related with the news.
• The purpose behind the news.
4. Include information about the company so that when an assignment editor picks up your press release for a story, he/she would logically have to mention the company in the news article. Reporters can then get the company information from this section.
5. Always add your contact information. If your press release is really newsworthy, a reporter would surely like more information or would like to interview key people associated with it.

Publicity- It's FREE and Should Not Be Overlooked by Your Business in 2010

This is my first attempt at blogging and I believe with over 20 years in the communications, media and public information field, I have something worthwhile to share.

There's a fairly well-kept secret about publicity among public relations professionals. So what do they know that you may not know?

Two things:

One, most newspapers, and many other types of media outlets as well, are understaffed and often have significant editorial gaps to fill. They rely on free outside copy that arrives in the form of news releases, articles that are pre-written and ready for publication.

Two, since news editorial is generally perceived as more credible than advertising, a news release is an effective way to reach and influence readers.

But how do you do that? You already have more on your plate than there is enough time in the day. That's where I can help.

Publicity is all about obtaining free editorial coverage based on factual, newsworthy information about your company, organization, product or service.

One of the best books I have read on publicity is Guerrilla Marketing for the Home Based Business-- by Jay Levinson and Seth Godin. Over the next few weeks I plan to share some of their thoughts along with my own experiences in obtaining publicity for businesses and organizations. I hope you stop back often.