3 PR Tips for Business Owners

Someone asked me recently if I had a super tip that would blast them into PR wonderland. Well, I have 3 tips that everyone should know about PR and practice, but they aren’t going to “blast you into wonderland.” Publicity is a layered approach and it requires practice and the development of relationships. There is no such thing as overnight success- unless you’re only looking for 15 minutes of fame.

So, here are my 3 PR tips;

1. You need to be your own brand. Don’t let an interview, introduction, or any other opportunity go by without telling someone who you are, how you can help, and what your tag line is.

2. Your tag line should be a phrase that explains what you do and why you’re better! For example, Burger Kind’s is “Home of the Whopper”. They sell Whoppers. They are the only company that sells Whoppers. Period. BTW – There was no Whopper until Burger King branded it this way…..

3. Don’t stop selling – it’s not shameless to plug yourself, as long as you do it honorably. If you meet a radio show host, talk yourself up but do so in a way that he or she would see how having you would benefit the audience- not yourself. Remember, you have to solve a problem for someone in order to present media value. Often, this problem solving comes in the way of providing expertise or industry insight.

Until tomorrow,

Twyla N. Garrett

Learning to Lead

I was recently asked how I became the leader of my industry. Well, thank you! I love being thought of as the industry leader. But, there is always more to learn and more work to be done. This is why my advice for anyone wondering how to become a leader within their industry is to meet regularly. Yes, touch base with your team. Delegating is a tool to use, not a form of leadership. Don’t let delegating tasks replace regular meetings.

Eric Holtzclaw of Lean Forward recently said,”regular meetings create structure, cohesion and a sense of community. They force accountability, not only for the individuals being assigned tasks or providing updates, but for the leader as well. Regular cross-department meetings encourage communication and learning about what others are doing. Well-run meetings are where strengths and weaknesses are identified faster and improved upon.”

I couldn’t agree more. Mico-managing is not a bad thing. If an employee doesn’t like to be micro-managed, they usually are hiding something. Either they lack accountability, don’t want to be part of the team and the constant meetings irk them, or a whole host of other issues exists. Either way, you’re the boss and you decide how work goes down, right?!

You can’t run a business without checking in and having meetings. You can do this virtually now which means you can take a half hour phone call to get updates from the golf course. You can still live your life and have your freedom without being hands-off when it comes to your business.

Until Friday,

Twyla N. Garrett

Peer Referrals …. Do They Really Work?

I recently had someone ask me if I get any ROI from attending marketing events or online symposiums. The truth is ‘Yes’ – I do. While I know many people don’t think marketing events or peer referrals truly work, the bottom line is to understand that referrals aren’t a “sure” thing. You still have to work to obtain the business.

Some people say, “Sure, refer me to your source” only to be nice. This is a lead that you will pitch and pitch and will never come through.

Other people say, “Ok, make the introduction” only to see the cost of your services and run away- no matter how valued the relationship is. This lead was never secure to begin with.

Other people are thinkers. Other people are price comparers. And other people are actually interested. Like any type of business, referrals are simply enquires and you have to earn their business. Just because someone knows you and loves your services doesn’t mean the third party will buy on a handshake or virtual introduction.

So, how do you close a referral lead? Simple – just follow these 3 steps.

First, reward those who send you business. If the referring party has a financially vested interest, he or she will help to follow up and close the leads they do send over. Keep in mind, however, that only about 20% of all leads will actually close.

Second, offer a discounted or rewards program to those who have been referred to you. Even with praise and amazing ratings, an incentive-based offer to try your services for a limited time works better than sending over a large contract or long-term service obligation.

Finally, don’t be aggressive. Stop with the daily “follow up” phone calls, sales-ad emails (sent twice a week), and Facebook ‘Likes’. If a potential lead is annoyed with a pushy sales process right off of the bat, he or she will be skeptical of your services. I know it is hard- but be conservative with your follow up efforts.

Until next time,

Twyla N. Garrett

Gate Crashers... PR & The Homeland Security

This past October Joseph Clancy took charge of the U.S. Secret Service on an interim basis following a series of security lapses that led to the resignation of Julia Pierson as director of the government agency. Clancy's efforts will try to right the wrongs while a search for a permanent successor is conducted, but are the breaches in security already impacting the Secret Services and Department of Homeland Security (DHS) in a negative manner when it comes to publicity and public image?
Oh, let us not even speak about the recent retirement party and the gate crashed by Secret Service officials!

One article on PR Newser states, "The agency has been hammered by the media since 2009 because of the string of embarrassing security breaches that have put the agency’s credibility in jeopardy. The latest episode happened September 19, when an armed intruder jumped over the White House fence and ran into the residence. That was preceded by the service allowing an armed felon to ride on an elevator with President Obama. The most notorious incident was in 2012, when several Secret Service agents conducting advance work in Columbia for a summit meeting there were recalled after being accused of hiring prostitutes and bringing them back to their hotel."

The list of blunders, unfortunately, can go on and on.... So, yes- the DHS and the Secret Service have lost respect in both the eyes of the media and public. A loss of respect in this specific example equates directly to the loss of feeling secure among the American people. We can plead with people to "see something, say something" all we want, but if the government isn't leading by example- why should the public take anything its says seriously?

Rebuilding trust isn't as easy as fixing communication errors or weak spots in security plans and procedures. It is a long-term fix that has to built up over time. There is no quick fix to the damage done, which is unfortunate in a time where feeling secure is all that matters right now within this country and its road back to economic greatness.

Until Monday,

Twyla Garrett

Worst Actions to Take During a Crisis

What's the worst thing you can do during a crisis? I was recently asked this by a follower on Twitter. Well, I think the answer is subjective depending on the crisis. However, if we are talking in general terms, then I have to say that waiting to see what happens and not taking action takes the cake.

We are all built with the flight or fight mechanisms. This said, some people remain stuck or unwilling to accept what is going on and they don't follow the directions of first responders or the emergency plans. This is when people get into trouble. You have to realize during a crisis that you are in a crisis. Even if you take flight, you're taking some action. Staying in a burning building because the fire fighters will show up soon isn't the best idea. But some people do this and don't come out the other side alive or as their normal selves.

I'm addressing this question because I think it is important. Not having enough water, having too much water- these types of scenarios- well, they are all trivial. Yes, water will eventually show up via the government. Too much water, that's not a problem. Not doing anything- like seeking out water when you don't have it- that is what gets people into trouble.

So, remember - every emergency is different. Handling things calmly and with some type of action plan is the best thing you can do for yourself.

Until tomorrow,

Twyla N. Garrett

Communication = Sales

There isn't anything you can do to hype up your company that will replace communication. No amount of social media development, beautiful website design, or publicity stunts will lead to actual sales if you, the owner of the company, can't communicate. Internal and external communication leads to sales... period!

Breathing patterns aren't often addressed when dealing with communication. Why? This is the most important thing a great communicator can do. You see, when someone is trying to sell you something and they talk too fast- we tend to feel rushed into a sale and that something may not be on the up and up. So, you see, leading by example through speaking slowly, using correct breathing techniques, will help your staff and clients not only trust you- but buy from you!

Remember, it isn't how fast or slow you speak- it is the content that matters. Some people practice their sales or idea pitches so much that they don't leave room for error or interruptions in the form of client questions. This said, know what you are talking about and practice answers- but never be too canned in a response or a presentation. Don't worry about not making your time in the speech to match cue cards or slides. You need to be more worried about what you are saying and if it is understandable then staying on time or rushing a phone call and/or presentation.

Communication can make or break you and your company. If you are challenged in the area of self-expressions, take a moment to slow down your speech and realize that you're selling content, not the communication form itself.

Until tomorrow,

Twyla N. Garrett

The 3 Rules of Selling

You're going into business for yourself. Congrats. Before you start taking meetings, you are going to need to sell something. That's right. Start getting customer commitments as soon as possible. So, if you want to sell but don't know how- follow my lead.

Start with advertising what exactly sets you apart from your competition. What makes you different? If you have the same products as your competitors- consider what can make you different. Is your return policy better? Do you offer your customers better perks? Find your angle.

You should also know who you need to sell to. I once knew a guy who performed horrible as a sales person. It wasn't that he couldn't sell, it was that he didn't know who to sell to. Make sure you are always pitching to decision makers. Don't waste time pitching secretaries or even company owners. Pitch to the people in charge of buying and making decisions.

The last thing you should do is deliver the goods. The key to sales is repeat sales. If you do what you say you are going to do, are friendly and prompt- you should have no problem gaining your customers' loyalty. So, make sure you thank everyone for their business and provide the products and services when promised.

Twyla

There's Networking and then there's NETWORKING!

Are you likable? If not, you can network until the cows come home and you will not get anywhere! Networking isn't about how many people you meet or friends you have on Facebook. Networking is about REAL relationships and the picture people have of you when your name is mentioned in a crowd! So, are you networking or are you NETWORKING?!

Here are my tips to make solid business connections that truly are genuine.
First, don't slouch but don't stand up too tall. Believe it or not, standing too tall or posed can make someone look snooty or unapproachable- and you don't want that. So, be relaxed when meeting new people. Don't be overly formal.

Next, always tilt your head forward and smile. Some people are intimated by those in power. They clam up and the lack of smile sends the wrong message. Tilting your head forward with a nice smile helps put you and the person you are meeting in a relaxed state. Also, patting someone on their right shoulder works. For women this can be a challenge. We women always want to be friendly but not misread as coming on to someone. So, use this tip if you feel it is appropriate and will not lead to any misunderstandings.

Lastly, don't pitch yourself- at least not right away. Ask questions (not too personal) about the person you are networking with. Be honest with your answers and your interest. People LOVE to talk about themselves, so let them! They will associate you as a great conversationalist even though you, in fact, said very little. This trick is used by some of the best sales people in the business. Ask questions, collect information, stay interested, and then follow up with a thank-you note that pulls something personal from the conversation!

I hope this networking advice has helped you. Do you have networking tricks? Send them in or message me on Twitter!

Twyla