Be sure to visit this new site - visitsouth.com - to find out what's happening in great destinations across the country. The best things to see, try, taste and experience.
I am the Tampa Bay contributor and look forward to really showcasing all that makes this area a great place to travel to as well as live.
tampa.visitsouth.com
Sunday, January 3, 2010
Monday, December 28, 2009
The Rules That Work for Me
How I work is shaped by an individual philosophy that holds up over time. Throughout the year, I will share certain insights I have gained, mantras I have adopted and sayings that sum up my personal work style.
Maybe these will enlighten, perhaps they will entertain or they may just help to reaffirm what I already believe to be true.
Rule 1: Under promise but over deliver.
The reasons are simple. You don’t want to over commit and then be forced to admit defeat or let one single project tie up too much time and too many resources that can’t be recovered or replaced.
I try to be as realistic as possible when outlining what actually can be accomplished within the timeframe and budget provided and still meet my client’s goals and satisfy their expectations.
But that doesn’t mean I stop there. I may expand the reach, attempt a different approach or up sell to generate an even bigger splash.
It’s great to know what is possible and then deliver. But exceptional service that goes a bit above and beyond tends to be truly appreciated and underscores how much you value your client as well as how well you can do your job.
Maybe these will enlighten, perhaps they will entertain or they may just help to reaffirm what I already believe to be true.
Rule 1: Under promise but over deliver.
The reasons are simple. You don’t want to over commit and then be forced to admit defeat or let one single project tie up too much time and too many resources that can’t be recovered or replaced.
I try to be as realistic as possible when outlining what actually can be accomplished within the timeframe and budget provided and still meet my client’s goals and satisfy their expectations.
But that doesn’t mean I stop there. I may expand the reach, attempt a different approach or up sell to generate an even bigger splash.
It’s great to know what is possible and then deliver. But exceptional service that goes a bit above and beyond tends to be truly appreciated and underscores how much you value your client as well as how well you can do your job.
Wednesday, September 2, 2009
Web Whining or How Do I Get The Answer Right Now?
Web sites are wonderful - but that does not mean they can replace straight talk, specific press releases/statements or selective research and response when it comes to making sure the media outlet will find the facts for whatever is being published, broadcast or posted.
Finding an answer on deadline can sometimes require a call or email to the person perceived to be the best source or contact, someone with the product, service or personality or someone paid to work with media on behalf of the product, service or personality.
When I finally get through to you please don't refer me to the web. Chances are I have already exhausted valuable time, emerging empty handed or unsure if what is posted is current, complete or correct.
Searching for information isn't easy and being sent on a searching safari is not my idea of fun or a good use of time.
You want me to get it right. I want to get it right. Copy and paste the info or highlight it in such a way that I zero in on exactly what is sought. Get back to me with the answer in an email with the more detailed back up document attached. Put it all together in a way that ensures I can't help but report it accurately. Please.
That means skip the following and lead me directly to the source or we both are at risk. I may go elsewhere or simply skip any reference to your client out for the sake of needing to move on. I may think I dug deeply enough into your web site to find the must up-to-date figures only to realize too late that they are out-of-date or incomplete. Or I may just come to the conclusion that A. You don't know and/or B. You don't care.
Simple rules for responding to the media's request for information:
1. Our web site has a lot of information. Great but what I need is needed now and I don't have the time to fully navigate the site in hopes I stumble upon it.
2. Attached is a PDF and/or scan that may be helpful. Thanks but no thanks. I need info, facts, figures and words. Keep it simple, easily accessible and avoid PDFs and scans that can require more time and effort to use than I can spare.
3. Can I send you the press kit on CD? Save the earth, spare the landfill and don't make me sit down, boot up, load and look when there are so many other more efficient and eco-friendly options.
4. If you use google/bing or otherwise do a search you should find something about that. What I really need to search for is someone else who can be helpful, responsive and much more specific about finding what I need.
Finding an answer on deadline can sometimes require a call or email to the person perceived to be the best source or contact, someone with the product, service or personality or someone paid to work with media on behalf of the product, service or personality.
When I finally get through to you please don't refer me to the web. Chances are I have already exhausted valuable time, emerging empty handed or unsure if what is posted is current, complete or correct.
Searching for information isn't easy and being sent on a searching safari is not my idea of fun or a good use of time.
You want me to get it right. I want to get it right. Copy and paste the info or highlight it in such a way that I zero in on exactly what is sought. Get back to me with the answer in an email with the more detailed back up document attached. Put it all together in a way that ensures I can't help but report it accurately. Please.
That means skip the following and lead me directly to the source or we both are at risk. I may go elsewhere or simply skip any reference to your client out for the sake of needing to move on. I may think I dug deeply enough into your web site to find the must up-to-date figures only to realize too late that they are out-of-date or incomplete. Or I may just come to the conclusion that A. You don't know and/or B. You don't care.
Simple rules for responding to the media's request for information:
1. Our web site has a lot of information. Great but what I need is needed now and I don't have the time to fully navigate the site in hopes I stumble upon it.
2. Attached is a PDF and/or scan that may be helpful. Thanks but no thanks. I need info, facts, figures and words. Keep it simple, easily accessible and avoid PDFs and scans that can require more time and effort to use than I can spare.
3. Can I send you the press kit on CD? Save the earth, spare the landfill and don't make me sit down, boot up, load and look when there are so many other more efficient and eco-friendly options.
4. If you use google/bing or otherwise do a search you should find something about that. What I really need to search for is someone else who can be helpful, responsive and much more specific about finding what I need.
Friday, May 8, 2009
Shrink vs. Shirk
Media outlets are shrinking, quite literally. Or simple vanishing. Or evolving into vehicles that no longer offer opportunities for coverage or announcements related to or about your clients or accounts.
What’s a p.r. pro to do?
Tough call because many clients seem oblivious to the changes and are expecting – even demanding – coverage that seems limited to Swine Flu updates or IKEA store openings. It’s clips against hits and nothing beats a standard tearsheet to bring a tear to a client’s eye or a smile to their face.
Bottom line is you still need to pursue those outlets but you must also be on the outlook for others and you absolutely have to re-think how, when and whether to pitch an idea.
In other words, there is no free pass that allows you to bypass traditional work standards and practices.
Fewer outlets for news mean fewer or more limited results for clients. But you can still initiate contact, continue to build awareness and keep the client’s profile raised enough that when the right opportunity comes along, you may be the first to get a crack at it.
Then there are the alternatives that should be explored even if your clients think they won’t deliver their anticipated desired results. Those include, but are not limited to: blogs, twitter, email outreach, search engine optimization or dynamic web sites vs. dull web sites are among the other ways you can communicate.
So better get busy. The more things change, the more you need to do to keep up with it all.
What’s a p.r. pro to do?
Tough call because many clients seem oblivious to the changes and are expecting – even demanding – coverage that seems limited to Swine Flu updates or IKEA store openings. It’s clips against hits and nothing beats a standard tearsheet to bring a tear to a client’s eye or a smile to their face.
Bottom line is you still need to pursue those outlets but you must also be on the outlook for others and you absolutely have to re-think how, when and whether to pitch an idea.
In other words, there is no free pass that allows you to bypass traditional work standards and practices.
Fewer outlets for news mean fewer or more limited results for clients. But you can still initiate contact, continue to build awareness and keep the client’s profile raised enough that when the right opportunity comes along, you may be the first to get a crack at it.
Then there are the alternatives that should be explored even if your clients think they won’t deliver their anticipated desired results. Those include, but are not limited to: blogs, twitter, email outreach, search engine optimization or dynamic web sites vs. dull web sites are among the other ways you can communicate.
So better get busy. The more things change, the more you need to do to keep up with it all.
Friday, January 16, 2009
Dodge(y) Ball
I call up a client and ask about the information that they asked me to email to them three days ago because it was urgently needed. I dutifully follow up and ask: Is it enough? Is it what was needed? Should I dig deeper?
When my questions are met with a vague response or evasive comments, I quickly surmise the client has not yet looked at what was sent. Three days after it was really really really top priority got to have it now.
No explanations or excuses but a tersely asked: Where did you send it?
To which I answer: To your email address.
And they ask: Which email address?
So I reply: The one you told me to send it to.
Am I missing something or is this a rather silly and unnecessary exchange?
Or there is the other equally perplexing exchange that occurs when I email someone with a very specific question about a very specific piece of information that I need within a specific timeframe. Response? An email reply asking (read commanding) me to call them. Not because the subject matter is in any way sensitive. And not because they can’t call me – two phone lines, operators are standing by.
I wonder, if in the time that they wrote that request, why they didn’t just give me the name, number, location or other information sought? Or why don’t they CALL ME?
But my favorite dodgy dialogue has to do with the core question when talking to a prospect about a new public relations account, special event or promotional project. Often I am asked, “How much is this going to cost me?”
Of course, I could simply reply, “How much are you willing to spend?” It would seem they have a budget but that doesn’t seem to be something that can be shared with me so that I can best meet their needs AND stay within budget. Give me a ballpark and I can give you a realistic and reasonable response. For me to give you a far more detailed, task-oriented proposal than is needed is not a productive use of anyone's time. We can meet in the middle but it really helps to know where the middle is before I embark on that journey.
The ultimate is when I am asked to write up a job description, scope of work and anticipated timeline. Plus it is needed now so I need to work on it during my “free” time and at no cost to them (file under cost of doing business. This is a time consuming exercise and frankly I don't need the practice. I’ve always wanted to ask if, while I am putting together the description, details and deadlines, I could also set my own salary range? Haven’t been quite so bold. Yet.
I must then become part mind reader, part odds maker trying to figure out what magic number will enable me to continue to the next step and what number will force me to be banished from the bargaining table. I once bid for a project I figured would attract a lot of high priced proposals. I was the low bidder but also the one closest to the actual figure the client in mind but had kept closely guarded all along. I got the job, loved the project but quickly realized the client really needed to make the salary more in line with the work. In other words, pay for what they were getting.
Unfortunately I have put together some pretty well thoughout through plans only to have the client politely decline or suddenly stop communicating. Eventually I see some of the elements of that plan being used. Coincidence? Or just someone being impolite, unprofessional and unfair?
Don’t play games with people who are trying to do business with you. Make it a fair playing field for all, at all times. Instead of facing off on opposite sides in dodge ball, let's get on the same team and work together to win.
When my questions are met with a vague response or evasive comments, I quickly surmise the client has not yet looked at what was sent. Three days after it was really really really top priority got to have it now.
No explanations or excuses but a tersely asked: Where did you send it?
To which I answer: To your email address.
And they ask: Which email address?
So I reply: The one you told me to send it to.
Am I missing something or is this a rather silly and unnecessary exchange?
Or there is the other equally perplexing exchange that occurs when I email someone with a very specific question about a very specific piece of information that I need within a specific timeframe. Response? An email reply asking (read commanding) me to call them. Not because the subject matter is in any way sensitive. And not because they can’t call me – two phone lines, operators are standing by.
I wonder, if in the time that they wrote that request, why they didn’t just give me the name, number, location or other information sought? Or why don’t they CALL ME?
But my favorite dodgy dialogue has to do with the core question when talking to a prospect about a new public relations account, special event or promotional project. Often I am asked, “How much is this going to cost me?”
Of course, I could simply reply, “How much are you willing to spend?” It would seem they have a budget but that doesn’t seem to be something that can be shared with me so that I can best meet their needs AND stay within budget. Give me a ballpark and I can give you a realistic and reasonable response. For me to give you a far more detailed, task-oriented proposal than is needed is not a productive use of anyone's time. We can meet in the middle but it really helps to know where the middle is before I embark on that journey.
The ultimate is when I am asked to write up a job description, scope of work and anticipated timeline. Plus it is needed now so I need to work on it during my “free” time and at no cost to them (file under cost of doing business. This is a time consuming exercise and frankly I don't need the practice. I’ve always wanted to ask if, while I am putting together the description, details and deadlines, I could also set my own salary range? Haven’t been quite so bold. Yet.
I must then become part mind reader, part odds maker trying to figure out what magic number will enable me to continue to the next step and what number will force me to be banished from the bargaining table. I once bid for a project I figured would attract a lot of high priced proposals. I was the low bidder but also the one closest to the actual figure the client in mind but had kept closely guarded all along. I got the job, loved the project but quickly realized the client really needed to make the salary more in line with the work. In other words, pay for what they were getting.
Unfortunately I have put together some pretty well thoughout through plans only to have the client politely decline or suddenly stop communicating. Eventually I see some of the elements of that plan being used. Coincidence? Or just someone being impolite, unprofessional and unfair?
Don’t play games with people who are trying to do business with you. Make it a fair playing field for all, at all times. Instead of facing off on opposite sides in dodge ball, let's get on the same team and work together to win.
Friday, October 10, 2008
Moving In All Directions
The explosion and expansion of sites, publications, stations and other outlets where news of interest to a certain audience can be published, posted and accessed is exciting.
Consider the narrow number of choices that once served as the primary sources for what was going on in the world. For many it was a daily newspaper, three major networks, a handful of radio stations and national magazines that were the main vehicles for getting our eyes, ears and minds.
Today we twitter, blog, email, snail mail, podcast, broadcast and more.
Chasing all of the old, or previously existing outlets, and changing to adapt, keep up, uncover and respond to most of the new, newer, newest information resources can be exhausting, perplexing, time consuming and almost never ending.
Post, refresh, update, innovate and go back and do it all over again.
Someone recently observed most mainstream media messages must reach five generations. That can require at least five different modes of communicating. Text vs. telephone. Twitter vs. blog. Direct mail vs. download.
When creating public relations or marketing campaigns, you can't just cast a bigger net. You must cast many nets in a multitude of directions. And continue the hunt for newer, better nets.
Consider the narrow number of choices that once served as the primary sources for what was going on in the world. For many it was a daily newspaper, three major networks, a handful of radio stations and national magazines that were the main vehicles for getting our eyes, ears and minds.
Today we twitter, blog, email, snail mail, podcast, broadcast and more.
Chasing all of the old, or previously existing outlets, and changing to adapt, keep up, uncover and respond to most of the new, newer, newest information resources can be exhausting, perplexing, time consuming and almost never ending.
Post, refresh, update, innovate and go back and do it all over again.
Someone recently observed most mainstream media messages must reach five generations. That can require at least five different modes of communicating. Text vs. telephone. Twitter vs. blog. Direct mail vs. download.
When creating public relations or marketing campaigns, you can't just cast a bigger net. You must cast many nets in a multitude of directions. And continue the hunt for newer, better nets.
Wednesday, August 6, 2008
Lessons Learned
You can be 100 percent, absolutely, perfectly right about something but if the client isn't ready and willing to listen, you may quickly find yourself floundering in a no win situation.
I try to advise clients on what I honestly feel will help place them on the path to success. But sometimes it isn't what you say but when and how you convey the information.
Sure we can communicate in more ways than ever - cell phones, email, IM, texting etc. - but trying to respond to any or all of those while you are in the midst of a stressful situation, on deadline with another project or handling a personal matter of a somewhat sensitive nature may cloud your communication skills and prevent the right message from being received. Same goes for the client so be prepared for them to be unavailable or unable to clearly comprehend what you have to say at that moment.
Take a breath. Give yourself 24 hours to respond to avoid confrontations and deal with issues calmly and strategically. Let the emotional response fade and the intellectual response come to the forefront.
Be flexible. The client isn't always right. And neither am I. But just being right isn't enough. Try to see it through the other person's eyes. Try listening to what you are saying through their ears. Try analyzing the proposed actions through their context.
I try to advise clients on what I honestly feel will help place them on the path to success. But sometimes it isn't what you say but when and how you convey the information.
Sure we can communicate in more ways than ever - cell phones, email, IM, texting etc. - but trying to respond to any or all of those while you are in the midst of a stressful situation, on deadline with another project or handling a personal matter of a somewhat sensitive nature may cloud your communication skills and prevent the right message from being received. Same goes for the client so be prepared for them to be unavailable or unable to clearly comprehend what you have to say at that moment.
Take a breath. Give yourself 24 hours to respond to avoid confrontations and deal with issues calmly and strategically. Let the emotional response fade and the intellectual response come to the forefront.
Be flexible. The client isn't always right. And neither am I. But just being right isn't enough. Try to see it through the other person's eyes. Try listening to what you are saying through their ears. Try analyzing the proposed actions through their context.
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