2010 January — Get In Front Communications

Building Success with Your Communications Toolbox

When I first met my husband Andrew in 1987, he lived in a studio apartment on Avenue Z in Brooklyn, NY. One day we went went to hang up a picture and he pulled out his toolbox. I was mortified. Inside lay a kiddie circus light on a tattered string and a rusted butter knife. For Andrew, this was fine. He had grown up in apartments and never lived in a private home. A few years later, we got married and were doing the suburban house thing in New Jersey.

Soon, Andrew had an oversized toolbox that I could barely lift. He spent time browsing for drill bits at Home Depot. He even worked with a friend and learned how to finish our basement. He finally had the right tools to make the job seem easy. We couldn’t hang that picture in Brooklyn with a circus light or butter knife. Poor Andrew; he needed a hammer. That day he sang to me: ”If I had a hammer, I’d hammer in the morning…”

Tools of the trade are critical for success. Are you equipped with the communication tools of success that can help you develop the professional and personal stamina and skills you need to blow the doors off of 2010?

Here are 7 essentials I recommend for your Communications Toolbox:

1. Your voice. Obviously you have one, but are you using it in an assertive way?

2. Your identity. Do your marketing materials, business cards, and website convey the results you deliver for clients? Focus on the value you bring and not your job title. No one cares about you, silly. They don’t care about me either. People want to know how you can help them solve their problems.

3. Your view. Do you look for fresh perspectives and angles to solve problems and spark creativity? Or are you stuck in a rut? If you’re wallowing, you are communicating negativity and poison. It’s up to you to break the cycle and develop a positive mindset. Take a day off and commit to seeing and communicating with a fresh set of eyes and an open mind.

4. Your business cards. Business development and networking is 24/7. Always have your calling card, book or postcard with you to share with others. Be ready at the playground with your kids, a concert or in the airport. Brainstorms and opportunities know no boundaries. Consider how many people scribbled down an idea on a cocktail napkin and went on to build their dream business and make millions. Be prepared for success.

5. Your face. Yes, your face belongs in your Communications Toolbox. It’s a showcase and reflection of your attitude. Communicate a relaxed and pleasant expression that’s a mirror of your demeanor and style. Leave the scowl, judgments and criticism for others, like your competition.

6. Your words. What words do you have in your Communications Toolbox? Maybe you need to expand your vocabulary. Do your spoken and written words (including in Social Media circles) communicate a professional voice that provides value, a helping hand and an upbeat mood? Whenever possible, flip the negative into a positive.

7. Your heart. When your heart is open and you come from a place of good intention, you will not have to brag or tell people you are open and generous. They will immediately sense it in everything you say and do. In other words, you will be seen as a “mensh”- a person of solid character and integrity who does the right thing.

Communication and self-confidence are the cornerstones to success. Is your Communications Toolbox filled with the skills you need to succeed?

(Photo Credit: Good Millwork)

Filed Under: Business, Communication, Interpersonal Relationships, Marketing, Motivation, Self-Confidence, Social Media, Success, Writing Tagged With: Attitude, Blogging, Communication, Marketing, networking, Relationships, Self-Confidence, Social Media, Success, Writing

The 10 Commandments of Public Relations

by Susan Young at 1:16 pm 8 Comments

The rules and guidelines of publicity and public relations may not have appeared from the heavens on stone tablets thousands of years ago, but there are several guidelines (commandments) that can help you develop valuable media contacts and increase your name recognition. I’m happy to share my insights and experiences from playing both sides of this industry. I managed busy radio newsrooms and own a PR company.

Here are The 10 Commandments of Public Relations:

Thou shall enthusiastically know my subject matter and pitch– inside and out.
Thou shall confidently pitch my story in less than 15 words, 140 characters or 30 seconds, whichever comes first.
Thou shall connect with reporters online and build relationships in social media networks.
Thou shall dig deep into my story to create fresh angles and hooks that impact people.
Thou shall have a Crisis Communications plan in place- before the emergency hits.
Thou shall create clear, concise, and compelling pitches and press releases using multimedia platforms to grab attention.
Thou shall respect media deadlines and be helpful to reporters.
Thou shall follow the news and be able to respond to breaking stories and other “unplanned” opportunities.
Thou shall be persistent, but not be a newsroom pest.
Thou shall love my story, for if I don’t, journalists won’t either.

And the 11^th Commandment: Thou shall never say “First Annual.” There’s no such thing.

When you understand what is newsworthy and relevant to the media, you will become a trusted source. This in turn increases your visibility, credibility, and revenues.

Remember, your presence affects your prosperity.

(Photo Credit: MSpin 99)

Filed Under: News, Public Relations, Social Media, Writing Tagged With: media, News, PR, press releases, Public Relations, reporters

Communicating the Sticky Message of Dr. Martin Luther King, Jr.

by Susan Young at 2:00 pm 1 Comment

Today the United States honors the life of slain civil rights leader Dr. Martin Luther King, Jr.

1968 seems so long ago. I was six years old when Dr. King was murdered. Some of you may not have been born. It doesn’t matter because his message is timeless.

These days we talk about ”sticky” messages in marketing and branding. How do you rise above the noise of the marketplace and be memorable (sticky)? How did he manage to get our attention without Fox News, technology and Social Media? After all, there were no Malcolm Gladwell books to help.

I started to think about Dr. King and what he may do if he were still alive? How would he be communicating his vision, leadership, compassion and humility in today’s world? What did he do all those years ago to make sure his message was sticky?

Would Dr. King spread his message of hope, brotherhood and equality on his website? Would he tune into Joel Osteen or TED podcasts while at the gym? Would he be writing his speeches on his laptop with earbuds listening to Beyonce or U-2? Would he have gotten into the bitter political attacks and war of words targeting Sarah Palin and Hillary Clinton? Would he watch reality TV or prefer to share motivational conversations with Tony Robbins? Would Dr. King Tweet about a new day of hope that awaits us? Would he blog about peace in the Middle East?

Would Martin Luther King, Jr. be involved in the raucous debate on health care or same-sex marriage? What message of hope could he send to Haiti? What role would he have played on September 11, 2001? Would he be a regular on Oprah or Saturday Night Live? Would he make an occasional visit to a Toastmasters meeting to coach wanna-be public speakers on the secrets to his “I Have a Dream” speech?

Dr. King said, “I have decided to stick with love. Hate is too great a burden to bear.” Dr. King has been gone for 42 years, but you and I are here. Let’s honor his life and stick with love.

(Photo Credit: KcO5cheer)

Filed Under: Blogging, Communication, Leadership, Motivation, Social Media, Success Tagged With: blog, Communication, Dr. Martin Luther King, Jr., Malcom Gladwell, marketing website, motivatio, Oprah, politics, Toastmasters, Tony Robbins, Twitter

The ABC’s of Outstanding Social Media & Business Communication

by Susan Young at 5:10 pm 12 Comments

The way you communicate in your business relationships is directly tied to your revenues, reputation and success. Of course Social Media and technology are forcing us to set new rules, boundaries and etiquette.

Back to grade school we go!

Here are the ABC’s of Outstanding Social Media and Business Communication:

A is for authenticity. In the case of Social Media and online networking, the old adage “Fake it ’til you make it” doesn’t work. Genuine is in; fake is out. Be yourself; be real.

B is for brand. Every message, tweet, blog and communication should reflect some hint of your brand and who you are.

C is for control yourself. Be careful not to slam or insult anyone online as it can come back to bite you in ways you never imagined.

D is for dialogue. Get involved in the conversations, groups and chats with meaningful contributions that reveal both your expertise and personality. Communication is a two-way street.

E is for Easy Does It. Before you jump into conversations or new arena’s, take a look around. Follow chats, Tweets and groups. Find the opinion leaders, and movers and shakers. Then slowly get involved.

F is for forge relationships. Pay attention to your loyal followers, ideal client targets and competition. Thank those who Retweet or share your information with others and connect with them offline. Follow what others are doing and comment on their blogs and sites. Interactive is a beautiful thing.

G is for Get in Front. This is about being proactive and making things happen. It’s not about being aggressive, obnoxious or ”in your face.” It’s subtle marketing, branding and sharing value–online.

H is for headlines. Catchy news-style headlines of 5-8 words (including keywords) that address people’s needs/challenges will attract readers and followers, and help your SEO efforts.

I is for identify. Identify your niche. Identify your area of expertise and passion. Identify industry leaders. Identify trends in your field. Identify your ideal clients. Determine where they ”hang out” online and go there. Watch them. We are in an amazing age where we have access to CEO’s, prominent business leaders and superstars that we never could have mingled with before. And don’t forget, identify your competition and watch them too.

J is for just get going. Don’t whine that blogging takes too much time, or you’ll have to learn new technology. Look at Social Media and online networking as a breakthrough opportunity that the world has never experienced. Imagine the stories you’ll tell your grandchildren! If you want to bellyache instead of learn, get back in bed and pull the covers over your head. Everyone else is going places. It would be nice if you came along.

K is for knowledge. Know your followers, why they connect with you and what you provide to them. Then give them more of what they want. If you don’t know, start asking them.

L is for limit your personal life when doing business. It’s great to share your personal insights or “Lessons Learned” but too much information about your private life when you are online to build your business reputation can backfire and destroy your credibility.

M is for mistakes. You’re bound to send out a message with a wrong link or misspelled word. Fix it if necessary, send out a correction or apology and move on. It happens to everyone. The nice thing about Social Media, especially Twitter, is that it’s a very forgiving community

N is for notice the little things. Someone may Tweet or post a message about their birthday, the flu or their upcoming presentation. A few quick words wishing them good luck, or asking about the topic of their workshop helps build relationships. People appreciate being recognized.

O is for own it. Be passionate about what you do. Your enthusiasm will leak into all of your spoken and written words. Friends, Followers and Connections will pick up on this immediately. If you don’t own it and love it, it’s time to re-asssess what you’re doing, and why.

P is for professional. Use your profiles, posts and messages in professional ways. Present yourself online to prospects, clients and the world as a top-notch pro who walks the walk and talks the talk. This should be evident in all of your Social media communication. It must be congruent with your traditional marketing materials, website, articles, and press releases.

Q is for quit trying to sell. If you post a link that offers tips, make sure it leads to a page with the information you promised, not a sales pitch to buy your book or register for a webinar to get the tips.

R is for rapport. Connect with people through your blog, posts, links, articles, e-zines and videos. Give them an opportunity to get acquainted with you. Developing friendships online is similar to real-life friendships. You connect with some people immediately and others take more time. There are a few you will never click with. That’s ok. Go for quality not quantity.

S is for sharing. Share your expertise, insights, wisdom and assistance. That’s what the community of Social Media is all about. Be willing to donate the seeds of your intellectual capital, knowing you are building a brand and reputation that will eventually take root. In other words, share your smarts but don’t expect an instant Return-On-Investment.

T is for thank you. Express your gratitude and thanks to others who provide helpful information, share your messages, posts and Tweets with their circles, and comment on your blog or Linked In questions.

U is for use everything that’s available. Don’t get nervous. You don’t have to use all of the applications, gadgets, downloads and software at the same time and right now. Commit to learning a new technology or program and build from that. Use these tools to your advantage as you grow your business and online presence.

V is for visuals. Social Media is interactive. There are different ways that people learn and communicate. Use a broad approach to include various styles and age groups. You can post an E-brochure on your site which allows people to see and hear your style and approach. You can record a video blog or podcast. Get creative!

W is for write with clarity. Whether you are writing a white paper, a short blog post or a question on Linked In, use language that is clear, concise and compelling.

X is for the ”X-Ray Approach.” In order to effectively communicate and relate to people, you’ll need to get inside their heads and emotions. Read their materials, listen to their seminars and ask good questions. You’ll soon be able to diagnose their pain (challenge) and determine if your products and services will be the cure.

Y is for yell if you need any help. People love to help. Periodically toss out your questions or challenges to the crowd and allow them to connect with you. Tap into their experiences, ideas and resources to help with your learning curve.

Z is for zany. Sure I talk about being professional and sharing your personality, but you can let your hair down in a zany and fun way. For example, on Christmas, my blog post was titled “Santa’s Communication Pitfalls.” On Halloween, I blogged about “Scary Customer Service.” Maybe it’s not totally zany, put you get the picture. It’s ok to have fun!

Communicating online requires us to write the line, walk the line, read between the lines and often tow the line. Are you up for it? It can be as easy as A-B-C.

(Photo Credit: hav_time)

Filed Under: Blogging, Business, Communication, Marketing, Online Marketing, Social Media, Success, Writing Tagged With: articles, blog posts, Blogging, branding, Business, business growth, Communication, credibility, customers, Marketing, networking, Relationships, Social Media, video's, Writing

Want to Look Like a Media Pro: 10 Key Questions To Ask Reporters

by Susan Young at 5:47 pm 3 Comments

It’s no secret that reporters and journalists ask a lot of questions. I was a radio news reporter and on-air anchor for 10 years. Think about it: I got paid to ask questions and never had to have any answers. It’s quite a concept.

Reporters will ask questions when you pitch your story, such as, ”Why should I cover your story; who cares?” That was always the nagging question in the front of my mind when someone was pitching me. They will consider, “What’s new/news here?” –as in newsworthy, and they will ask, ”How does this story impact my readers/listeners and the general public?” You have to market and sell your story to them…in about 15 seconds or two sentences. Max.

If you’re fortunate enough to engage a reporter in this type of dialogue and get their attention, the next step is to gently move the conversation forward and set up an interview.

From the moment the questions start flying, your credibility is on the line. Without sounding like a criminal lawer interrogating a star witness, you want to ask key questions that will help build your credibility and prepare you for the interview. In other words, you want to communicate (through these questions), that you understand their mission, goal, challenges and how best to help them get the story and angle they are looking for. The first two are the most important. The rest are in no particular order.

1. What is your deadline?

2. What specific angle are you looking for?

3. Do you need any more information (background sheet, website, white paper, annual report, etc.)

4. What’s the best time and way to contact you? (who will initiate the call and when?)

5. Do you need a headshot? (This is for print media; radio may want one only if they post a transcript of the interview on their website)

6. Are you interviewing other people for your story?

7. Do you need anything else from me to help pull this together?

8. Would you like my cell phone number as well as my office number? (mention you are available all the time)

9. Do you need Talking Points or questions to help you prepare?

10. For radio & TV reporters: how long will the segment/interview be? It it live or recorded? Will it be edited? For TV producers: what color is the set/background, who will do the interview, do you need B roll (video footage you may have- TV is all about visuals), what time should I arrive at the studio?

These questions will likely be answered in various e-mails, Tweets, or phone calls over a period of a few days. I would not recommend firing these off in 12 seconds as the reporter may feel bombarded …and head for the hills. Instead, approach the media decision-makers with a friendly and helpful demeanor to make their lives and jobs easier. They don’t need complicated, they need concise. They need “low maintenance.”

Above all, if your media contact asks for a white paper on Identity Theft, don’t send an Annual Report, headshot, newsletter and your last five press releases. Listen carefully to what they want and get it to them promptly. This approach will help you build lasting relationships with reporters.

Filed Under: Business, Communication, Marketing, News, Public Relations Tagged With: audience, Business, Communication, credibility, interviews, journalists, media, News, press releases, questions, radio, reporters

7 Tips to Create Your Proactive PR Plan for 2010

by Susan Young at 9:02 pm 1 Comment

Some of you may have already developed a 2010 Public Relations plan. Many people I communicate with through my PR company and blog are confused about where to begin…so they haven’t gotten started just yet. Others say they need some serious tweaks. Help has arrived.

With the burst of technology and Social Media opportunities that are available, 2010 can be an exciting year of learning, growing and becoming a valued part of new communities- in your town and on-line.

As you read the 7 tips to help build your PR strategy, keep in mind I was a radio news reporter, news director and on-air anchor. I’ve been in the news business for 25 years. It’s all about controlling your message, understanding what’s newsworthy, timing your stories and sharing value.

Onto the media plan for 2010:

1- Mark the calendar. Take a large wipe-off calendar or desk blotter calendar and go through each month. Pencil in any dates that have pre-planned events, like a new product launch, company anniversary, annual golf outing, board meeting, groundbreaking or a blood drive.

2- Gather the dates of other people and groups who make news. This can include the Governor’s budget address, a town hall meeting, the release of an industry study or quarterly stats. Plug these into your calendar as well. These are events that you can “piggyback” off of and get quoted as a source or reaction. You don’t always have to do something to get publicity. Often times you only have to pay attention to the news and respond in a timely and concise manner.

3-Create new events. Review the calendar and drum up some new events and press ideas, like a food drive in April (there are hungry people year-round, not just in November and December), or team up with a local company or nonprofit to create a joint event. Record a quick video blog about your project, collaboration, it’s impact on the public and the goals. Include a call to action to get people involved. Consider the seasonal timeliness of your ideas, especially when there are slow news cycles like long holiday weekends. If you are looking for idea’s and creativity, go online and read the business section from local newspapers in other cities and towns. What stories (from your industry) are they covering? What are your counterparts across the country doing to make news? This can quickly help stir your creative juices.

4- Expect the unexpected. Breaking news can not be marked in advance on your calendar. The news is fluid and can change minute-to-minute. In this industry, it’s virtually impossible to plan everything in advance. Opportunities will present themselves during the year that will allow you to get “free press.” Keep your news antennae up and be ready to think and act fast. When news breaks, if you are a fast-working and fast-thinking pro, the reporters will appreciate your ideas and begin to depend on you as a credible source. That’s the thrill of the news and PR business. Granted, a lot of people, companies and industries don’t like “surprises.” They have to carefully think things through, meet with a committee, draft a white paper, have their legal counsel review the wording, blah, blah, blah. They are the ones whose heads may explode if presented with an unplanned news or PR opportunity. Those who can be spontaneous with breaking news and unplanned interviews will thrive.

5- Integrate Social Media with traditional media. We are treading on new ground with Internet policies in the workplace, blogging and ghost-blogging, customer service, journalists, blogger/journalist-wanna-be’s and online networking. If you are reading this, chances are you’re somewhat tech savvy. Your online presence and goals must be developed within your PR and media plan. The people responsible for Facebook Fan Pages, videos, Twitter, RSS feeds, Linked In groups, etc. must be given the framework and freedom to represent your organization, culture, brand and positions online. It goes beyond simply knowing technology. It’s about real-time “listening”, watching and observing online conversations and communities to build your brand, sales and reputation. Reporters are like your prospects and clients. They are all over Social Media. Understanding how to connect and influence them online (on the fly—a.k.a. real-time) is huge. After all, aren’t we all looking for smart professionals who are opinion leaders that recognize industry trends and add value? Be that person—for the media and your clients.

6- Develop a crisis communications plan. For our purposes, I’m not referring to damage control if someone Tweets that the phone company has them on hold for 20 minutes. My point here addresses companies/corporations with offices, stores, nonprofits, schools, and colleges. With communication at our fingertips, word of your emergency or news will go viral in a matter of minutes. It’s also more likely than ever before that misinformation will be spread by people using Twitter and other channels. It seems like everyone wants to be a reporter and “Tweet” what’s going on but they have never been trained to fact-check and understand how to cover the news. This can pose serious problems and add to your crisis. You will need to control your message with a plan or heads can roll. It’s essential to have your plan in place BEFORE the emergency hits–not during or afterwards. In fact, you get demerits for the latter two. Consider this: if the roof of your building collapses and people are trapped, a disgruntled former employee returns to your office with a weapon or the CEO is arrested and brought outside in handcuffs with a raincoat over his head, a plan would be a very good tool to have in your PR toolbox. Emergencies can happen on Tuesday at 3 a.m. or on a Sunday at 6 p.m. It’s critical to gather your key people, write and distribute a press release in 15 minutes or less, and know the 3 R’s- Readiness, Response and Recovery.

7- Build relationships with reporters. Target reporters you want to work with by doing your homework. Find out which topics and area’s they cover, read their past articles or columns, watch and listen to their radio and TV shows and interviews, and comment on their blogs. Know where you fit in and what is newsworthy before you contact them. Don’t try to sell your product or service. Instead, help their readers or audience to solve a problem by offering solutions. In time, journalists will be calling you to be a resource or expert. If you want to sell something, call the advertising department, not the newsroom.

Being proactive and rising above the clutter and noise with a solid strategy is both an art and a science. Good luck!

Filed Under: Blogging, Business, Communication, Marketing, News, Public Relations, Social Media, Writing Tagged With: Blogging, blogs, crisis communications, customer service, media, News, PR plan, PR strategy, Public Relations, reporters, Social Media, technology, Video blogs

3 Tips to Resolving Workplace Conflicts

by Susan Young at 1:50 pm 5 Comments

Most of us spend a majority of our time at work interacting with colleagues, employees, clients and prospects. There’s bound to be disagreements, misunderstandings and differences of opinion. Often times, communication is at the heart of these situations. A combination of skilled tact, manners, business etiquette and mature behavior is needed to resolve workplace problems. Note to self: This is not about winning and ego.

Webster’s Dictionary defines conflict as a sharp disagreement or opposition of interests or ideas. The result can be lower office morale, a drop in productivity and a jump in absenteeism.

One of the greatest challenges of both employees and managers is the handling and resolution of differences. Emotional Intelligence (EQ) , or what I call “street smarts,” is a significant factor. EQ is about compassion, empathy, patience, assertive communication and self-awareness.

The good news is that EQ traits can be learned. If you weren’t born with them, start watching people who have these characteristics. Observe how they interact with others and handle difficult people and situations.

Understanding the source of conflicts is important when you try to settle differences. The main reasons for workplace disagreements include poor communication (different styles in communication are usually at the root of this problem), different values and interests (are you more concerned about “you” and not the organization?), tight resources, and personality clashes. Poor performance is another source for conflict in the office.

Aside from avoiding the issue, there are options that can help diffuse the disagreement.

Here are 3 quick communication tips to help you resolve disputes:

1. Hold a face-to-face meeting. Do not try to address your problem with technology, an e-mail, memo or on the phone. Whenever possible, meet in-person.

2. Express your opinion with clarity. Concisely and calmly articulate your position while being respectful. Understand that not everyone will agree with you. That’s ok.

3. Stay focused. Bringing up past conflicts and name calling are a no-no. That type of behavior has no place at work. Leave it to the 10-year-olds on the playground at school.

Speaking of kids, you may need to take a time out. Stepping away from a tense environment or conversation helps diffuse the situation and changes the dynamic of the moment. Once you return to address the issue, clearer heads may prevail and an agreement can be reached.

Avoiding the conflict is the easy way out. Sticking around to deal with it requires maturity, patience, compromise and negotiation.

The next time you’re involved in a conflict (by the way, this strategy works at home with personal relationships too), try one or all of the tips mentioned above. Face the issue head-on and use your communication skills and empathy to resolve the matter without an emotional reaction.

(Photo Credit: South Carolina’s Northern Kingdom)

Filed Under: Business, Communication, Leadership, Success Tagged With: Attitude, Business, Communication, customers, Emotional Intelligence (EQ), Motivation, Relationships, Self-Confidence, workplace conflicts

The Most Important Communication You Will Ever Have

by Susan Young at 6:25 pm 6 Comments

The most important communication you will ever have is with yourself. Your “self-talk soundtrack” plays relentlessly in your head 24/7, 365 days a year. It will either make you or break you.

You may be hearing negative self-talk from years ago that cuts your self-confidence and leads you to doubt your skills, talents, and self-worth. Do these sound familiar? “I’m no good at bowling; my brother was always a great bowler.” “Don’t drive downtown, you always get lost, you have no sense of direction.” “Everyone is dressed in formal clothes. I should have worn my navy suit. I’m not as good as they are.”

The messages we hear in our heads are what we come to believe. Positive self-talk leads to “Can-Do” empowering attitudes.

Here are 5 Tips to Improving Your Self-Talk:

1-Write a list of 10-20 affirmations and encouraging statements to replace the negative ones.

2- Be aware of the poisonous messages and immediately replace them with positive affirmations. Refuse to feed the voice of the Gremlin. By the way, the Gremlin is always prepared to shout the loudest and grab your attention. The key is to literally turn down and silence his ugly voice.

3- Acknowledge (out loud if necessary) that you are hearing the negative thought and you are dismissing your Gremlin. Simply state in a powerful voice: “Thank you but I don’t believe you.” Then focus on something more upbeat.

4-Avoid repeating your negative self-talk in conversations with others. This will only drag you down.

5- Practice for 21 days.That’s how long it takes to form a new habit.

Self-confidence is an “inside job.” So is self-talk. A book that’s helped me with this challenge is titled “What to Say When You Talk to Your Self” by Shad Helmstetter, Ph.D.

Improving your self-talk is an ongoing process that begins with awareness. Off you go…

Filed Under: Business, Communication, Motivation Tagged With: Attitude, Communication, self talk, Self-Confidence, Shad Helmstetter