Archive for January, 2007

Grow your business through networking

January 28, 2007 at 10:46 pm · Filed under Personal Branding, Public Relations

Business Networking is something that has become a hot topic over the last few years. However it is not only essential for business owners, everyone needs to understand the benefits of networking and appreciate that it is a life skill, not unlike reading and writing – it is not an ‘opt-in’ skill, it is essential. Over the years I have found most successful people are not smarter or harder working, they have better communication skills and a strong personal brand. They know how to communicate effectively in all situations and are especially good Networkers.


So what is networking? My definition of networking is that it is about developing and maintaining mutually beneficial and valuable relationships.

What it is not: It is not – like my old boss would do, getting drunk on a Friday afternoon with a mate. It is not asking for help from someone you have not been in touch with for a few years but decide to contact when you need help or advice. Many people I come across think of networking as schmoozing, selling yourself or your business, small talk or handing over your business card, this is why they find it difficult an ineffective.

I believe that the key to ‘effective networking’ is to establish contacts and develop relationships constantly and before you are in desperate need for them. Many people only start networking when they are doing badly in their career or business.

I recommend you make the continued building and developing of your network part of your life, something that is done as part of your overall life, career and business plan.

How not to do it!While out at various networking events I have observed various groups and individuals and noted how, even with the best intention of networking, they fell into the common traps that put you off someone before you even get to know them.I will share a few of these observations with you.

one more thing …These are people who just have one more point to share, even when you say you must get going, they will not let you leave. They are the people who cannot read the signs, they don’t know body language and that it is time to for them to ‘shut up’. They prey on people at the end of the night when they are tired and low on energy.

group huggers … I am sure you’ve seen these types before. These are the people who came out with the intention of networking but ended up with a group of people they knew already. When anyone goes over to their group they closed in tighter together as if they were going to be invaded or having a group hug.

hi/bye ‘grasshoppers‘ … Have you ever been deep in a conversation with someone, getting on rather well (or so you thought!) and then the person sees someone they think is ‘very important’ or ‘more important’ than your conversation and cuts the conversation off, and is gone as quickly as when they said “hi”.

flying card …I do like to get the business card of someone I want to keep in contact with, but the flying business card type throws you a card before you can even say your name and what you do. If you notice these people are always ‘just running out’ and prove this by pulling out a pile of other peoples cards to show you how well they are doing. Well, these are just a few. Just be aware that networking with the types of people above will not be effective. One of the questions I get asked a lot by clients is:“I don’t have time to network, what should I do?”

My answer is: you don’t have time not to network – a successful business is not developed in isolation. You cannot expect people to know about you and your brand if no one has heard of you, spoken to you or met you.

5 key benefits of networking to think about:

  1. meet people who have knowledge about the industry

  2. be visible within your industry and marketplace

  3. get support

  4. share experiences

  5. establish partnerships and collaborations

   A way to start is to think of networking as contributing to others, participating in your community (local or industry), sharing knowledge, ideas and making contacts.  

By Dawn Winder, Director of I-Define Living www.i-define.co.uk


      

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Personal Branding Online

January 28, 2007 at 10:41 pm · Filed under Online PR, Personal Branding

Branding online can be confusing. It is often hard to know where to start, but having a successful online Personal Brand is key for small business owners, self-employed professionals, freelancers and anyone who wants to promote what they do. Many of us find products or services through search engines, only to click and find that the website is a complete turn off to the company. The two main reasons for this are: they are faceless – another corporate website filled with business jargon – or it is a handmade website which does not conform to the company’s brand guidelines and fails to fulfil business objectives…

Lets face it, people today have less time to sit and wait to be sold to. The Internet has made things instant and accessible; everybody can know who your competitors are at the touch of a button. With so much choice it’s essential to have not only a competitive edge, but also a Personal Brand Identity (PBI), which you can use to be individual and to create a presence online and offline. Your PBI should form the foundation of your company brand guidelines: a set of rules that ensure your brand remains consistent throughout every type of communication.

After all, if you want to be known as an expert in your marketplace or want to grow your network you will need to develop a brand that will create impact when they meet you and ensure your website is not only a reflection of the real you, but is also easy-to-use and appealing to your target market. Below are a few basic principles of successful websites that have carried through their Personal Brand.They have…

  • connected emotionally with their target market
  • been consistent with the message they are sending out
  • added value to their users, i.e. an e-newsletter or article
  • established themselves and their business as experts in their field
  • provided some form of evidence of their credibility i.e. testimonials or case studies
  • a well designed website that makes you feel good
  • a human feel with a face or a story behind the product or service
  • their values communicated through the content and design

People who are successfully branding themselves online choose carefully what they want to say and how they want to be perceived. They build a foundation from knowing who they are and who they want to attract. They then make an emotional connection and present this brand package to their clients/customers.

 7 key benefits of using your personal brand within your website:

  1. Making it easier for your clients to buy

  2. Differentiates you from your competitors as it is unique to you

  3. Brings consistency and focus

  4. Creates strong user loyalty and credibility

  5. Establish an emotional connection with your clients and prospective clients

  6. Develop a personal style that reflects your skills, expertise and characteristics

  7. Create a brand identity that is compelling, enticing and draws people to you

By Dawn Winder, Director of I-Define Living Ltd  www.i-define.co.uk

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Ten things not to say to a reporter

January 28, 2007 at 10:29 pm · Filed under Media Coaching, PR, Public Relations

Good publicity is a fantastic way of bringing in business. When a reporter calls, it’s important to remember that this is not just a flattering episode to relate to your fellow professionals, but an excellent business opportunity. What you say, and how you react is very important. Here’s a checklist, gathered from my 25 years of working in and with the media, of the ten things you should definitely not say –

  1. “This is off the record” A phrase which will make the reporter carefully note everything that you say, and reproduce it to your acute embarrassment.

  2. “I don’t think you’ll be able to understand this, so I’ll try to say it as simply as possible”. Never ever talk down to a reporter. OK, so some of them would struggle to answer the first question on Millionaire, but they know when they’re being patronised.

  3. “I’ve never heard of your magazine/radio show/TV programme”. More often than not, this will be true, but local reporters grow up to be national reporters and if you treat them well, you’ll remain a handy contact in their little black book.

  4. “We’re the best in the business”. As soon as the reporter leaves, they’ll check up on your rivals to see whether you’re boasting.

  5. “We’ve had fantastic press reviews in the States” Journalists prefer to make their own minds up. Being told that they should copy their overseas colleagues is not a good idea.

  6. “The person who deals with this is away for two weeks – can you call back then?”  You’ll receive a very short answer to this one.

  7. “You won’t need a map –everyone knows where we are – just ask when you get off the train”. The reporter, of course, will never arrive – probably since they won’t make the journey in the first place.

  8. “This afternoon? Don’t be ridiculous – we’re not working to your deadlines”. The media is driven by tight deadlines. This is one of the best ways to guarantee no publicity (or worse, bad publicity).

  9. “No comment”.  A popular one this, which leads to one of two possible outcomes – “XYZ Co. declined to confirm or deny rumours that….”  Or “XYZ Co. refused point-blank to talk to us about….”  Neither of these is good news for you.

  10. “I think I could let you have one of these free <wink>” Don’t try to buy publicity with bribes. It could backfire seriously. If your product or service is good enough (and it is, isn’t it?), you don’t need to offer sweeteners.

In short, you need to be aware that journalists are just like you – professional, competent, independent-minded, and in need of a little help at times (no offence..). If you treat them well, you’ll not only see your name in lights (well, in print at any rate), but you will almost certainly receive extra business and a higher positive profile – without much effort on your part. That has to be worth it, doesn’t it?


By Alan Stevens, Media Coach, www.mediacoach.co.uk 

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Don’t worry – I can handle the media……

January 28, 2007 at 10:22 pm · Filed under Media Coaching, PR, Public Relations

Words that send an icy shiver up the spine of any communications director are confident statements by senior managers that they can “handle the media”. These days, there are more outlets than ever for news, and even the smallest company can find its reputation at risk from a misplaced quote. However, very few companies ensure that their spokespeople are trained to say the right thing at the right time (and when to keep quiet). Within every company, mistakes are made from time to time, and bad news has to be released. The very future of your business could hinge on whether the message is delivered properly. Even if things never go wrong, you will want to publicise your good news as widely as possible to ensure the maximum business benefit.  

Everyone remembers Gerald Ratner and his comment about some products in his shops being “crap”. The resulting negative publicity cost his company an enormous amount of trade. Almost as bad, however, is saying “no comment” to media enquiries – this is often perceived as having something guilty to hide.On a more positive note, the media love spokespeople who are always available, say something interesting, and can be relied on not to “oversell” their company. If you have someone like this (or someone who can become like this) in your organisation, look after them well. Over the years, they will be invited back time and again onto radio and TV shows, and your company will receive consistent, free, positive publicity. A recent survey has shown that over eighty per cent of UK executives fear appearing on the media. If you are in this category, here are a few tips that may help: -

Be honest  If you or your company has erred, come out with your hands up, and admit your error. Far better for you to be upfront than to be discovered “hiding the facts”. Use the opportunity to explain what happened, show that you are dealing with the matter quickly and efficiently, and detail what steps you are taking to avoid a repeat occurrence. Most importantly, say how you will treat any of your customers who have suffered as a result. You should show both empathy and authority.

Be direct Don’t beat around the bush or use jargon. Imagine that you are talking to a fairly bright 12 year-old. If you over-complicate things, your message will be lost.

Be fair Nobody likes to hear people rubbishing their competitors constantly. If you have a better product or service than your rivals, list its merits.

Be positive In any circumstance, it is possible to make a positive statement. For example, a passenger aircraft arriving at Heathrow airport veered off the runway onto the grass. Fortunately, no-one was hurt, and passengers and crew were evacuated rapidly. The airline immediately put out a press statement praising the pilots and crew for their professionalism. The next day, rather than “Jet crashes at Heathrow”, the headlines read “Brave crew save everyone on stricken jet”.

Be presentable Clearly, the way you look is going to be important for television interviews, and may even distract the viewer from hearing what you say. However, even on radio or in print, your appearance may affect the way in which a journalist treats you, and even whether they trust what you say.

Be aware There is no such thing as “off the record”. Journalists hearing this phrase will immediately prick up their ears, and will often find a way of working your secret into their report.

Be prepared Make sure that everyone in your company knows how to handle a media enquiry, and that anyone who may be called on to talk directly to the media has been properly trained and briefed. And whatever you do, rehearse – otherwise you may end up like the senior executives at the press launch of a people carrier. As the gleaming vehicle was driven onto the stage in front of assembled motoring journalists, the executives within discovered that they didn’t know how to operate the child-proof door locks. Of course, that sort of thing couldn’t happen to you…could it?

By Alan Stevens, Media Coach www.mediacoach.co.uk

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Presenting to win

January 28, 2007 at 10:13 pm · Filed under Media Coaching, PR

Your whole body is trembling with fear – but a stiff drink won’t help. Your voice has almost disappeared – but you don’t need a doctor. Your mind has gone completely blank – but you haven’t developed amnesia. The real reason? -  you’re just about  to make a presentation.

One of the certainties of corporate life is that you will be asked to make presentations, and the outcome could have far-reaching effects. Perhaps this is why many people show symptoms of blind panic when the dread day dawns. However, being given the opportunity to sell an idea, promote a business, or close a sale is something that you should jump at – so what’s the answer?

Very few of us are natural presenters. As Mark Twain used to say “It takes three weeks to prepare a good ad-lib speech”. Fortunately, learning how to become a competent speaker takes a lot less time than that, so find yourself a good trainer, and follow some simple rules.

The first consideration is your audience. You will be judged a success if they leave feeling that their time spent listening to you was worthwhile. Find out as much as you can about them; how many will be there? what are their interests? what went down well before? Imagine yourself in their shoes – what would you like to hear?

Your subject matter may have been pre-determined, but you’ll often be given a free hand. Give it a persuasive title – not “A survey of Anglo-German business readiness”, but “Companies from Germany that want your business”. Now consider the structure of your talk – it’s as important as the content. It’s a cliché, but the “business sandwich” (Tell them what’s coming, tell them about it, tell them what you told them) really works – so stick to it.

When you’ve put your talk together (often in the dreaded Powerpoint, of which more later), simplify it by taking out half of the content. Then try to take out half of what’s left. There – that’s better – now you have a good chance of getting your core message across (you do have a core message, don’t you?).

Now – rehearse, rehearse, rehearse. The idea is not to learn your script by heart, but to ensure that you don’t look surprised when you turn over the next cue card. If you’re at all nervous, don’t write your notes on A4 sheets of paper – they amplify your trembling fingers both visually and aurally. Use low-tech file cards with a title and no more than four brief points. Punch a hole in the corner and tie them together with string – you might just drop them.

Now, if you must use Powerpoint (and I know many of you do), then use it to help, not confound, your audience. Never, ever, read your slides out – assume that all of your audience can read perfectly well. Keep your slides very simple. Put a blank slide between each section of your talk, so that you have the audience’s full attention. And be prepared to carry on even if the PC or projector fails. Visit the venue beforehand, and make friends with the technician. If there’s a change of speakers, you’ll need someone you can trust to ensure a smooth transition.

Finally, check everything, and then check it again. At the launch of a new people carrier a few years ago, the vehicle was driven on stage by the CEO with three board directors as passengers. Unfortunately, none of them knew how to open doors fitted with childproof locks. Cue tears of laughter from the assembled hacks. Couldn’t happen to you though, could it?By Alan Stevens, Director of Media Coach www.mediacoach.co.uk

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Preparing your business for a PR Campaign

January 27, 2007 at 4:21 pm · Filed under PR, Public Relations

Preparation is key before your start your PR Campaign. Make sure you follow the steps below before you start shouting about your business to the media!

  • Make sure your product or service is ready for market. If you aren’t ready it could really backfire if you let customers down. You only get one chance to impress.
  • Know your market, who is audience and what media channels do they use.
  • Learn about the media outlet before you contact them – research the articles they right, the topics they cover and the audience they appeal to, and prepare your story accordingly if is suits your needs.
  • Streamline your message. Have 3 key points about your business that you want to get across to the press. 
  • Develop a relationship with your trade media. Find out whats going on in the market and what stories they are currently interested in, so you can prepare accordingly. This will prevent you wasting time on articles that just won’t sell.
  • Write a feature article about you and your business, what is it story behind it and why?  don’t always go for the direct sell.
  • Start a Blog – the blog gives your business personality, it is your personal brand. People always want to know the person behind the business, and a blog gives you a medium to talk about your passion and drive for working in your market or industry.
  • Public Speaking – Simularly, speaking at events promotes you and your business to a wider audience.  Face to face contact helps to reinforce your message and helps people to remember you and your business.  Actively approach groups or networks and ask to speak at events where you are likely to reach your target audience. 
  • Persistence – When you are starting out on your PR Campaign, do expect to get the answer No! but don’t let this put you off. Not everyone will be interested in you and business but there will definately be some who are, so keep going! 

Tips by Susanna Simpson of Limelight PR www.limelightpr.co.uk

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Why PR is a vital part of your online Marketing Promotion campaign

January 27, 2007 at 3:18 pm · Filed under Online PR, Public Relations

PR is often thought to encompass just real life media such as newspapers, magazines and the web, but there’s a whole world of online PR that needs attention as part of your business growth.

Why Online PR is so vital

Think about what happens when someone reads your name in a magazine or newspaper. Unless it’s a household phenomenon such as Crown paints or Paris Hilton then chances are they’ve got to now only remember your name but also the web address too. I don’t know about you but I can think of countless occasions when I’ve come across a business’ name in a magazine at the dentists waiting room or a friends house, thought to myself “I’ll have to take a look at them I get back to the office” and promptly forgot all about it.Online Pr and marketing promotion means that your name and website address is already there in front of your potential customer. All they have to do is click on it. What could be simpler than that?

It’s a Virtuous Circle

Write more articles; get mentioned on more websites and you’ll attract more people to your site. Get more people coming to your site and you’ll be more likely to appear higher in the search engines when people search under your keywords and phrases. How cool is that?

You can’t get much Cheaper than this

In the world of business promotion online Pr and marketing is as cheap as it gets. No investment in designing funky brochures, no paying out for high quality and expensive stationery, or exorbitant postage charges. A quick email accompanied by the relevant documents – press release, photographs, articles etc – followed up with a phone call. All it needs is your time – a small investment for such a potentially huge return.

It’s Easy To Track

Whilst it’s hard to know who came to your site through what article and which offer tracking online pr and marketing is easy. If you’ve access to your web statistics you should be able to see the addresses of the sites where people are coming from – and watching how those figures correspond to the efforts you are putting in. And, on that note.

You Can Also See Who’s Buying

If you’re getting a lot of click through from one particular site but no one’s buying you can take a look at why –are they clicking through on a message that doesn’t really convey what you are selling. Equally, the sites where people are coming to you and buying are the ones that need your attention. Look at ways that you can strengthen your association with and appearances on these sites through mews items, articles, competitions, postings in the forums, comments in the blog etc – and also look for other similar sites where you might the same level of success.


Paula Gardner is a PR and media coach
http://www.doyourownpr.com
http://www.divinepublicity.com  

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Fashion Buying Article

January 27, 2007 at 3:10 pm · Filed under PR in Fashion

Buying   The principal of the buying function is to ensure that the products bought for sale by the retailer are appropriate for the target market and can sell in sufficient quantities to achieve the profit margin expected by the business. This is a very complex task, and is challenging to achieve in a competitive market. Most retailers update and replace their entire stock every six weeks.  Responsibilities of the buyer include;

  1. To develop and by a range of merchandise that achieves the profit margin and is consistent with the retailers buying strategy.
  2. To source and develop products from an effective supplier base
  3. To be responsible for the negotiation of product prices including delivery and payment terms
  4. To research and evaluate all relevant product and market trends
  5. To communicate effectively with suppliers, product teams and senior management within the company.
  6. To work within constraints of merchandise planning
  7. To effectively manage and develop the buying team Seasonal Trading 

Sub-season Period Approximate contribution %
Early spring Jan / Feb 7
Spring (events – Valentine’s Day) Feb / March 9
Early summer (holiday) April / May 12
Summer sale June 11
High summer July / August 8
Transitional autumn August 8
Autumn September / October 14
Party wear November 9
Christmas presents / transitional spring December 9
Winter sale   13
Total   100

The value of an effective PR consultancy 

Huge Promotions deals with many different brands, including existing fashion labels and new designers, si it is important that we are knowledgeable about the industry and the different areas that affect our
clients. It gives us a more positive outcome for press leads and sales for the client, as well as maintaining a strong business relationship with our customers. Although we deal with the selling of our client’s products, it is still important that we know when they will be in their buying seasons, so that we can inform the press when the new collections will be launched. 

Bethanie Lunn, MD of Huge Promotions  www.hugepromotions.co.uk

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Guest Speaking and Networking

January 27, 2007 at 3:06 pm · Filed under PR in Fashion, Public Relations

Guest Speaking and Networking. 
Bethanie Lunn, Managing Director of Huge Promotions Ltd aka ‘Huge PR’ speaks to Striding Out about her role in managing an innovative fashion and lifestyle PR Company and how to boost your company profile the way she does… 

I often get asked what PR is and what it involves and there are many answers to this complex question.  Mine?  PR is about thinking on your feet, selling ideas and making things happen.  PR is opinion management and creating positive publicity, creating a recognized name and image for brands, products, people and services.  PR is the difference between a brand being ‘known’ and ‘unknown’. My role as MD for Huge Promotions Ltd is a very varied one, involving an awful lot of multi tasking.  Being based between office and on location, my role involves a lot of traveling and no day is ever the same!   

My responsibilities include business development, managing clients and staff, creating and implementing memorable stunts, composing new angles to attract publicity for our clients and making all of this (and more) happen smoothly and consistently. I also teach part time and promote my company, attracting both business and new work experience candidates –and even future employees!  I teach at four different universities across the UK in the areas of fashion forecasting, marketing, fashion in society and ‘My Story’ where I share the successes and pitfalls of having set up my own business, offering transferable skills for any other budding entrepreneurs. 

Offering yourself for lecturing will promote your company as well as spread word of mouth – it is a great form of advertising.  The more people you meet, the more contacts you make – which is a must for an individual or brand that wants to be seen and heard.  I also advise that you go to as many networking events as possible – you never know who you will meet who will prove to be a useful contact.  The best networking is natural, and just requires some planning, the ability to hold a conversation, and the goodwill and manners to put others first. Seize the moment: Don’t leave a gathering without speaking to the person you need to talk to. Rather than making a pitch there and then, exchange business cards and suggest that you follow up with a call or email within the next few days, and importantly – keep to that promise! Most of all, for a raised company profile – the media can make or break you – so get them on side.  A PR Company will offer you specialist expertise in approaching and handling the media in order to maximise the exposure and coverage of your company.  Give me a call to find out how we can help you, or follow these bite size tips: 

  • The best PRs have all the information at their fingertips, and are ready to back-up-photos and more information. 
  • Research the market – read the paper you are targeting, watch the TV programme.   
  • Read the section of the newspaper you are trying to target a press release at – a clever PR will know what a particular editor will pick up. 
  •  PRs need to think of a good news angle, of something that will make a good picture.  Know what you are speaking about, and why it will be useful for them specifically! 
  • What’s Your Angle?  Why should a publication write about you?  Know this, and remember key details to make the relationship between PR and journalist more genuine and effective.

Bethanie Lunn, MD of Huge Promotions www.hugepromotions.co.uk,

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Media Liaison

January 27, 2007 at 3:01 pm · Filed under Public Relations

Having a clients product or brand featured in a wide spectrum of media, increases not only exposure and recognition of the brand, but also sales!  Appearing in a feature is worth thousands in advertising and you get a much stronger return.  As an innovative PR Company, media liaison and securing media coverage is one of our main roles, and pleasingly – one of our strongest areas of expertise!Read these hot tips to help you on your way to getting that media hype you deserve!..Consumer press (glossy monthly magazines, such as Glamour Magazine); work at least six months in advance, so when the sun is shining outside, the glossy mags are writing about Christmas! If you want to feature in these magazines, you have to think like journalists too!  It is pointless sending a gift or press release on your spring/ summer collection to consumer press now, as they stopped writing about that season around February!  If you think ahead, you are more likely to get featured in the press.  Here are some other top tips to get ahead:  Guide to media types:  

  • Consumers – the leading glossy nags out each month, like Glamour, Instyle, Red, Eve, New Woman etc (long lead times).
  • Teens: for younger age group i.e. Sneak, More! Mizz (lead times vary).
  •  Fortnightlies: out every week/ two weeks i.e. Closer, Now, Reveal, New (short lead times).
  • Nationals: national newspapers i.e. The Sun, Mirror, Daily Mail.
  • Regionals: mags designated to certain regions, like 69 Magazine for East and
    West Midlands.  These are usually free in shops etc.  Also, regional tabloids like The Leicester Mercury, Nottingham Evening Post, and (short lead times).     

Handling the calls to press: 

You will go through to reception; you need to ask for the specific name of the journalist and the name of the magazine, unless you have a direct line. Having the right contact name is crucial – journalists will ignore your calls or emails if it is not relevant to them, so find out if it is before you target them! There is a format to most media conversations as follows: State who you are where you’re calling from.  State why you are calling and make it relevant. It is imperative that we keep up to date with current affairs and use this as ammunition in your call.  I suggest familiarising yourself with magazines and taking note of the regular features and sections they do i.e. Glamour do a careers section called ‘work work work’ – you could use this to create an idea for them to follow i.e. ‘I think this product would sit really well on your work, work, work pages’. Anything to make them listen and interested!  However, please bear in mind that consumer magazines work at least six months in advance, where as others work fairly last minute.  Always think about what type of mag they are and what they will be working on.  Journalists don’t usually have time to talk, they get hundred of releases, invitations to shows, emails and letters every single day.  The best option is to call them, sell in the idea, take their email address and send them a press release by email, and then chase it up with another phone call to remind them.  Always state when you will send the email so they can look out for it, and when you will call them back to discuss, and stick to it.  The objective of these calls is for them to feature our
clients / your brand and get coverage, and also find out what they are working on so you can appeal to them more directly. You can use your press releases or summaries to give a very brief description by phone if you like.  I suggest having a brief script ready or a list of key points to remember. 

By Bethanie Lunn, MD of Huge Promotions www.hugepromotions.co.uk

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