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10 signs PR pros should consider retiring

Seasoned PR pros are pretty damn astute. At least, I’d like to think so. Remember the adage, “Don’t forget where you came from”?

Before you take a peek at the balance in your 401(k), read on.

Here are 10 signs that retirement may be closer than you think.

1. Everyone you’ve interacted with this week is named Chad, Preston, Kaileigh, or Amanda. (“Susan” is a dead giveaway that I’m amongst the seasoned).

2. When asked how long you’ve been in the field, you have to pinch yourself. Then you begin to mumble.

3. You remember planning press conferences when reporters actually showed up.

4. The only web you recall as a child is the book, Charlotte’s Web. How could you forget? You nailed an “A” on your 4th grade book report.

5. You cherish the memory of not having a cell phone, and still being able to get the job done.

6. You took a typing class in high school that was missing one thing: guys.

7. When you called a newsroom to pitch stories, they were staffed by 12 full-time people, four weekend reporters, and a sports department that worked around-the-clock.

8. To blast out your press releases, you used WinFax Pro.

9. When you drove to a client meeting, you jotted down the odometer readings from your dashboard so you could get reimbursed for travel. No Mapquest or GPS. And the only time you mentioned “Google” was when you were entertaining your 3-year old nephew. Who knew?

10. Viral meant you needed to go home and get plenty of bed rest.

Care to add to the list? Feel free; I’ll be sitting on the front porch of the PR Retirement Home with Uncle Joe from the Shady Rest at Petticoat Junction. Got ya.

Filed Under: Communication, Public Relations Tagged With: PR, Public Relations, Success

12 things every business blogger should know how to do

by Susan Young at 4:28 am 3 Comments

Trying to navigate the blogosphere and find your own voice? It’s easy to have an identity crisis as you work to create the persona of your dreams.

I find that blogging isn’t that difficult until educated, professional, bright grown-ups begin to overanalyze things. Most know the basics; hell we got through high school, college, and years of work. Suddenly we can’t put together some rudimentary thoughts on a topic we (likely) have been involved with for years. Be brave. It’s a new world. Kind of.

Consider these 12 things that every blogger should know how to do:

1. Make your own rules. Don’t get stuck with someone else’s belief about word count, frequency of posts, and editorial calendars. Work your blog based on what feels right for you and your readers.

2. Stick to what you know and enjoy. When you write about topics you’re well-versed in and passionate about, it comes through loud and clear. This will help build your credibility as an expert in your field. It could also be enjoyable.

3. Identify your audience. Take time to analyze where your ideal clients hang out online. Who are they and what can you do for them? Do you know their challenges? How can your knowledge add to their success? Hints: Survey Monkey, Google Alerts, chats, and Twitter.

4. Write to express, not to impress. The secret to blogging lies in the writing. Yes, business blogs must be professional but they are not a dull white paper with stuffy jargon. Be conversational, say exactly what you need to say, and be done. It may be 50 words or 500. No one will care if you write in a compelling and helpful style.

5. Understand the art and science of writing headlines. In our crazy, busy world, you’ve got eight words in your headline that must compel someone to read on. It’s about psychology, emotions, curiosity, and marketing. Master this.

6. Forget writer’s block. There’s no such thing as writer’s block. Pay attention to people and the world around you and you’ll have a steady pipeline of topics to cover.

7. Use video. Video is the hot trend in social media this year. Not everyone is writer, and not everyone is a reader. We all learn through different communication modalities; some of us are more visual while others are more auditory. Enter video blogs (vlogs). Bonus: Record your video and have it transcribed so you can repurpose it.

8. Weave your personality into your posts. Give readers a glimpse into your world. How can you do this while focusing on their needs and challenges? Always connect your experience back to them. Take a look at this first link and see what I mean.

9. Encourage people to comment, and respond to them. Invite your audience to get involved by asking for their feedback, experience, or opinion. Be sure to check your comments daily and respond to everyone. After all, no one likes to be ignored. Blogs are interactive, not static. Invite the dialogue.

10. Find good images. Interesting visuals, pictures, and video snippets all add to the reader’s experience. Collect images and build your library. Entice visitors with visuals that help drive your message. Tap into their senses while showing your creativity.

11. Understand the next steps. After people read your post, what do you want them to do? What’s the call to action? Sign up for a free newsletter, video, or webinar? List building and landing pages are essential to building a following, keeping in touch with your readers, and marketing to them in the future.

12. Write and upload your own post. Be sure you can do this from beginning to end in less than 30 minutes. That means without the help of tech support or a web weenie.

Building your online community takes time and focus. Commit to it and you will reap the benefits, both personally and professionally.

Filed Under: Blogging, Business, Creativity, Social Media Tagged With: Blogging, business growth, Social Media

7 things PR pros can expect following bin Laden’s death

by Susan Young at 6:06 am 7 Comments

My son Danny at Ground Zero, 2008

Newsflash: Want to steer clear of looking like a complete ass in front of reporters and bloggers this week?

With news from President Obama Sunday night that Osama bin Laden was killed, the news cycle for the foreseeable future is unpredictable at best. How will politicians, the media, Americans, and the world digest and spin this story?

Here are 7 things PR pros can expect in the coming days:

1. Brace yourself before you patiently explain to your client or boss that the pitch or event you had planned ain’t happening. That is unless it can be directly connected to terrorism, patriotism, 9/11, or anything remotely tied to these themes.

2. Obey the news cycle. News is fluid and always changing. This historic event has to play out in the media all around the world. We may not like the duration or the path it takes, but we have to watch it unfold.

3. Get the hell out of the way. That is unless you can really help. Reporters, producers, assignment desk editors, and anyone working in a newsroom will be crankier than usual. They’ll be flooded with breaking news, live feeds, up-to-the minute changes before deadlines, and idiotic phone calls and online messages from novices and the public.

4. Expect schedule changes for public affairs shows. Anyone or anything to do with the death of bin Laden gets first preference, as long as you can connect it to the audience. Don’t be surprised if the segment your client had planned to record since February gets bumped. Again.

5. Travel with technology. That means your flip cam or cell phone should be with you at all times. (Hint: You must be able to use your electronics; not just carry them around. Sure you can take a picture but do you know how to tweet it or upload a video from the road?) Keep your eyes and ears open for impromptu gatherings, patriotic moments, and protests. Who knows? Be prepared to tweet video, pictures, and sound bites to CNN iReport. We live in a real time world. Every single one of us is now the media. But you’re in PR. You know that.

6. Use a personalized video pitch to reporters so they can quickly and easily see the relevance of your story. And your professionalism. Be sure your online newsroom is absolutely current.

7. Think about everything this story touches on. You have to have some connection to it: airline travel, overseas business travelers and safety, schoolchildren and the historic news, social media and tech breaks the story, politics, 9/11 survivors, flag manufacturers, wounded vets, patriotic clothing, the new generation living with terrorism, travel cancellations, economic impact, leadership and power, students overseas, Obama’s speech, and more. Remember: Memorial Day and Flag Day are just around the corner.

We used to say in the newsroom that Monday was a slow news day. Not this time.

G-d Bless America.

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

20 Things Every PR Pro Should Know How to Do

by Susan Young at 4:43 pm 23 Comments

Do you have one foot on the PR banana peel? If you’re like me, part of you is in “the old world” of PR and the other foot is sliding into the new digital landscape. Excited, nervous, learning, kicking, and screaming.

Like a seamstress who tailors wedding gowns still knows how to sew a button, PR pros must remember the basics, too.

Allow the following 20 items and links to serve as reminders and resources:

1. Grab a reporter or blogger’s attention with your words. Words wield power. Choose them carefully. Be relevant.

2. Email a three-line pitch. Target your pitches and understand what each reporter is looking for. Sum up how your pitch/story will benefit their audience.

3. Use social media monitoring tools. Make use of Google alerts, trending topics, and other tools to keep an eye on hot issues, competition, and your own name.

4. Pitch, arrange, and attend an interview for a client. Know the process from beginning to end. Hold your client’s hand as you prepare them for an interview you’ve arranged. Be there for them when they need you. Equally as important: Know when to step back and simply listen.

Teaching the PR pros of tomorrow

5. Stand up to a client or reporter in a firm yet polite way. Like your clients or managers, news pros can be testy, abrupt, and sometimes downright rude. Fair warning.

6. Generate valuable content on a regular basis. Identify forward trends and lessons that can benefit others. Be a constant source of solid information that people trust and respect.

7. Coach your clients/C-suite on interview techniques. Prep them prior to interviews so they feel comfortable with being on-camera or microphone.

8. Train top management in crisis communications. Have a complete and current written plan in place, which includes training.

9. Use a flip-cam. It’s important to know how to record a short interview or breaking news story, but it’s essential to know how to use technology to get it out to the masses. Think Twitter. News breaks there first. Know some basic editing, too.

10. Ask good questions. Quality questions bring you quality information. Get people thinking, feeling, and reacting.

11. Collaborate with others. Don’t view people in ancillary departments like marketing, advertising, branding, and HR as the enemy. Go for integration, not silos.

12. Utilize traditional and social press releases. I don’t see press releases going out of style anytime soon.

13. Use keywords, links, and SEO to optimize press releases. Do your homework on keywords and search engine rankings that can make or break your web page, blog, and business.

14. Decipher analytics. Understand measurement tools and what they mean to your overall strategy and daily activities (tactics).

15. Listen to a speech, podcast, webinar, or press conference. Be able to pull out three sound bites from a five-minute presentation or 30-minute rant. This one skill alone will benefit you in public speaking, sales, business, and networking. Summarizing something complex with a punchy quote that brings out the essence of a conversation is priceless these days.

16. Repurpose content. Reformatting and tweaking a press release, article, interview, or blog post will save you lots of time and energy.

17. Build an online newsroom. Learn the elements of a quality online newsroom so journalists, bloggers, and others can trust you as a credible, engaging resource that has current information.

18. Create the subject line of an email pitch in less than eight words. Clarity rules.

Anatomy of a successful email pitch

19. Follow chats, forums, and lists to build relationships with reporters and bloggers. It’s good to watch, hover, and observe online to learn personalities and styles before jumping in. Weave your way into a conversation without a pitch. That will come down the road.

20. Write and upload a blog post. Be sure you can do this from beginning to end in less than 30 minutes. That means without the help of tech support or a web weenie.

I invite you to scan the archives of my blog to find more information on many of the topics listed above.

And, if you want to be an ace at communication, sign up for my free, 21-day video series, “Speaking of Communication.” Learn tips and strategies on PR, social media, blogging, branding, and more.

Filed Under: Crisis Communication, media, News, Public Relations, Social Media Tagged With: content, media, News, PR, Public Relations, reporters

The First Steps of SEO

by Susan Young at 10:47 pm 2 Comments

This guest post was written by William Eve. http://www.homeloanfinder.com.au

Search Engine Optimization (SEO) is all about telling a search engine like Google what kind of content is on your website. To perform SEO on a website, you need not consult or hire a professional SEO specialist- there are plenty of things you can do at home to begin the process of making sure your site gets noticed.

The Basics

At its core, Search Engine Optimization is based on keywords. Keywords are what tells the search engine what kind of content is on the website and more importantly, often sites that include the keywords the user is searching for will show higher in the search results.

Choosing these keywords is important but also where and how they appear on the site are important as well. There are many ways to research what kinds of keywords are being searched for relative to the content on your site- making sure that you are including these keywords is crucial to taking a first step toward optimizing your site for search engine results.

Structure and Content

Simply having these keywords somewhere on the page is not going to be enough to satisfy optimum search engine listing. Placement of these keywords as well as quality of content must also be considered.

Keyword jamming is where a page is stuffed with keywords with no real relevance to what the page is about. Driving traffic to your site with popular keywords is a frowned upon practice and will likely earn you a blacklist entry on most search engine crawlers.

To support your keyword optimization, you must also include quality content around these keywords. This, arguably, is the most important point of search engine optimization- if your site contains quality content concerning the keywords in question, then your site stands a better chance at being listed higher in the rankings.

Placement is also important. Keywords are often teased out of titles and page headers as well as the body of content pages. Inside the HTML of a page there are different tags that specify things such as headers, description and title- making sure that these tags contain the keywords will also greatly increase search engine reporting.

Advanced Topics

There are other strategies for search engine optimization that take a bit more knowledge and work. This is known as Off Page Optimization, or link building. Specifically, the more pages that link back to you as their source material, the more credible your site becomes.

There are many ways to employ this strategy but the first and foremost strategy is simply to have quality content that others use as reference. To find out more about this advanced topic, do a search for Off Page Optimization to discover more.

Ensure that the content you are publishing is of the highest quality possible- if you feel someone else will find what you’ve written worthy enough to link to, and then you’re on the right track. After that, the search engines will take over and before you know it, you’ll be number one in Google results.

This post was written by William Eve of homeloanfinder.com.au. Visit HomeLoanFinder for a range of articles and guides. Find information on variable home loans here.

Filed Under: content, Online Marketing, Social Media Tagged With: content, Marketing, Social Media, technology

Citizen Journalism and Japan: 3 Insights on How News Has Evolved

by Susan Young at 12:28 am 1 Comment

I’m happy to say I’ve never experienced an earthquake, but thanks to citizen journalism and technology, that’s changed. Somewhat.

Were you as amazed as I was when the horrific earthquake struck Japan and people there had the mental wherewithal to reach for their phones and other gadgets to record video?

Most of you know I am a trained news reporter and news director. I must admit I’m not sure I would have done the same if I were in that earthquake.

One of the few “neat” things coming out of Japan is how everyday citizens documented their experience in real-time and posted video on social channels. This is the first disaster to be recorded and then distributed through Twitter and social sites.

How did all of this really begin? I spoke with the person dubbed “the most famous citizen journalist of modern times.”

The man who changed the way the news is reported — and propelled Twitter to the front line of breaking news —is Janis Krums (pronounced Yanis Krooms). Two years ago, he snapped a picture of U.S. Airways Flight 1549 sitting in the Hudson River on a frigid January day. Who can forget the hero “Captain Sulley” and the 155 passengers who were rescued.

I interviewed Krums about his ”Miracle on the Hudson” experience. He was on a ferry to New Jersey when the plane went down. As the ferry embarked on the scene to help, Krums saw other passengers taking pictures with their cell phones. He thought he should, too. He humbly told me it’s not his picture that changed the perception and use of social media and citizen journalism; it’s the fact that he tweeted it.

Here are three lessons and insights from Krums about the evolution of social and traditional media. We’ve seen these with the news from Japan:

1. Citizen journalists will always be at the right place at the right time with the right tools. The difference is they must have the skill to use them. Once something is happening, it’s too late to be learning the tools. I had the tools to spread the message and knew how to use them. If you have the ability to spread the message, you have the power.

2. News will be reported, no matter what. The way it’s being reported is continuing to evolve. Traditional journalists will always be second on the scene from now on, especially in the developed world. That’s because more people have i-Phones, smart phones, and video capability.

3. Traditional media is evolving. The tools that were used before are just not going to be used in the future. I think journalists are embracing social media. They are just figuring out what’s going to stick in the next five years.

Krums says he didn’t send his photo to any news reporters or media outlets. He simply tweeted it to his 200 followers and it spread like wildfire. ”At that moment, I saw the value in what it was, but I didn’t see the value of what it could become. I don’t think anyone could see that it could be spread around the world the way it was.”

Prayers and blessings to the people in Japan.

Filed Under: media, News, Social Media Tagged With: News, Social Media, Twitter

Deciding what’s news: 6 questions to determine if your story is newsworthy

by Susan Young at 2:32 am 14 Comments

Newsrooms and bloggers are constantly flooded with pitches that aren’t even close to being newsworthy. Why are only a few stories and pitches picked up and the rest land in the trash or delete folder?

Let’s go back to the old “Journalism 101″ inverted pyramid style of writing news. OK, I’m dating myself here, but these six rudimentary questions will help determine if you have a remarkable story to share.

Before you begin writing your pitch or press release, ask yourself:

Who gives a crap? If you can answer this question, your response belongs in the headline or subject line. Hint: Relatives and paid employees don’t count.
What makes my story outshine the other 372 that crossed the desk of the reporter or blogger today? Hint: Pitch purple snowflakes.
Where would my story fit in to this reporter’s world? Hint: Relevance rules.
When is this most important? Today, tomorrow, next Tuesday? Hint: Yesterday=snore.
Why would anyone sitting in their den in Utah, driving on I-95 in Florida, or bowling next to my dad in New Jersey want to pay attention to this story? Hint: Connect with emotions and the human factor.
How can this story help other people? Hint: It’s not about buying your book or hiring you to train execs.

Most reporters look at unsolicited press releases from people they don’t know as mere interruptions in the workday. Don’t be an interruption. Go for impact. How do I know? I was a news reporter and radio news director.

My mantra when I read or heard a pitch: Come on, make my day. Hint: I’ve mellowed, but the business hasn’t.

P.S. Here’s my shameless plug: Check out my 21-day, free video series, Speaking of Communication. It’s packed with tips, tricks, and techniques for blogging, social media, publicity, and business communication. The box is on the top right.

Filed Under: Blogging, media, Public Relations, publicity Tagged With: blogs, News, PR, reporters

6 Ways to Become a Social Media Magnet

by Susan Young at 7:23 am 8 Comments

Are people drawn to your blog, profiles, networking channels, and videos? Are you aware of your brand’s magnetic fields of energy that push and pull? What are you doing in social media to expand this magnetism?

Here are 6 ways to become a social media magnet that will impact your brand and identity:

1. Develop your online persona. What do you value, stand for, and know? Your style will define your brand. What does it feel like?

2. Use your true voice. Write and speak from the heart. You’ll be more attractive to others.

3. Understand the fine art of charisma. Charisma is magnetism, allure, and appeal. It’s what makes you special. Charisma draws people to you, online and in real life. It builds instant rapport.

4. Know who you’re trying to reach. You can’t be all things to all people. Zero in on your target audience and how you can best serve them. When others begin to trust you and your message , they will want to be in your circle. They’ll likely bring friends.

5. Convey a message based on emotion. As Simon Sinek writes in his book, Start With Why, people buy into why you do what you do. The what and how (logical part of our brains), will follow. Your Tweets, posts, and articles should focus on your passion and emotion. People will buy into emotion before they buy into a process. As Sinek reminds us, Dr. Martin Luther King Jr. titled his speech, ”I Have a Dream.” It wasn’t titled, “I Have a Plan.”

6. Give and take. Magnetic fields receive and emit energy and light. Remember, it’s the push and pull. Others will pay attention to you when you interact, converse, retweet, share, and invite them in. Be the bright spot in someone else’s day. Talk about impact and magnetism. Wow.

Creating your brand, identity, and magnetism takes time. It’s about creating a buzz that everyone wants to be a part of. The goal is to be a social media magnet, and not a crap magnet. Your time has come. Hasn’t it?

P.S. If you want to be an ace at communication, sign up for my free, 21-day video series, “Speaking of Communication.” Learn tips and strategies on PR, social media, blogging, branding, and more.

Filed Under: Branding, Social Media Tagged With: brand, Social Media, technology

10 Ways to Transform Your Communication in 2011

by Susan Young at 6:33 am 9 Comments

I blinked and the decade was gone.

Here we are in a new year and a new decade. Consider the enormous changes we’ve experienced in the past 10 years. VCRs, fax machines, turntables, hard-wired phones, Sony walkmen, and clunky pagers are some of the communication vehicles and toys that have morphed into something else, or simply become obsolete.

How has your communication changed these past 10 years? What will the next 10 years look like?

Let’s start slowly, with 10 ways to transform your communication right now:

1. Simplify. Texting or 140 characters are great reminders that we need simplicity in communication is beneficial to all. It helps the speaker/writer distill key information for the recipient.

2. Think headlines. Without being a total dork, communicate in eight words that are relevant, punchy, and captivating.

3. Write for the reader. Have you noticed we exist in a turbulent world? Deliver your message with care and a willingness to help others. Your words can have a powerful impact on others. How cool is that?

4. Consider the platforms. Writing blog posts may be passé in a few years. There are new vehicles and mediums for the everyday Joe to reach millions of people. Discover what is available to you and what best fits your business, skills, and needs.

5. Remove the earbuds. If you truly want to alter your communication, get out of your own head. Listen to the sounds of the world around you, as annoying as they may be at times. Even if you don’t open your mouth, your nonverbal communication will be shouting.

6. Get in front of the camera. Video is hot this year, and isn’t going away anytime soon. Forget camera-shy or a bad hair day. Learn how to be comfortable in front of a basic flip-cam. It’s a huge opportunity for engagement. It’s no longer a medium that’s exclusive to Katie Couric or Anderson Cooper. We all have access to the same tools. These tools have power.

7. Tell the story. Develop your critical thinking skills by refining your written and verbal communication. Understand the importance of connecting to other human beings through the fine art of storytelling.

8. Use metaphors. Metaphors are extremely influential in business, sales, and leadership. They offer a simple analogy and image to others that they can immediately relate to. They evoke emotion. When used correctly, metaphors build consensus and bridge communication gaps.

9. List things. When writing, use bullet points; when speaking, go for numbers. This separates ideas and helps people to quickly “get it.” When talking to someone, try phrases such as, “There are three reasons we should amend the budget…” This mentally prepares listeners for what’s to come. It will also help you relate only concise and key information. “First, we need another public hearing on the budget. Second, the current proposal will force us to break a promise and raise taxes. Finally, we should rethink our emergency spending allocation.” Bang, bang, bang.

10. Consume carefully. Be selective with how you consume news and information. How do you share and communicate with people, both online and IRL? Mix it up a bit. Ipads, Kindles, Facebook, text messages, YouTube, and tweets shouldn’t be your only forms of communication and learning. The human factor can not be ignored. Oh, Skype doesn’t really count.

What would you add to this list?

P.S. I’m getting rave reviews from people who have signed up for my free, 21-day video series, “Speaking of Communication.” I invite you to access the series here. Become an ace communicator!

Filed Under: Communication, rapport, Social Networking Tagged With: Communication, message, technology

How would you describe PR in 1 word?

by Susan Young at 5:19 am 9 Comments

I belong to a few PR and media groups in LinkedIn. I asked people to complete this statement:

PR in a word: ______________________

I’m happy to share just some of the many responses from Public Relations pros:

Influence
Hooks
Relationships
Persuasion
Rhetoric
Communication
Publicity
Contacts
Storytelling
Essential
Lies
Opportunity
Credibility
Advocacy
Fluid
Trust
Messaging
Buzz
Accessibility
Connection
Reputation

One of my favorites is No. 18 (Buzz). What do you think of No. 12? Can you guess which one is my contribution? Do you have a word to add?

To learn more about PR, social media, blogging, news, and communication, I invite you to check out my 21-day, free video series, “Speaking of Communication.” Click here now for instant access http://www.getinfrontcommunications.com/