Publicity and 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?

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. The DHS and the Secret Service both have a long road ahead regardless of whomever fills Julia Pierson's intermediate spot. 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 tomorrow,

Twyla N. Garrett of IME

When and why to approach the media.

There are hundreds, if not thousands, businesses within this country that deserve the attention. However, not all of them will achieve coverage. Why is this? Well, I am going to use tonight's blog to provide some pointers on achieving media coverage using the right approach.

The first step you want to take it familiarizing yourself with the standards implemented and utilized today via the Associated Press. The Associated Press, otherwise known as AP, offer several interactive online tools that can help you write in the style preferred by many reporters and journalists. Learning how to format your approach will help you remain competitive when seeking media coverage.

The second step is to understand how relevant your company is in direct relation to media value. I suggest visiting Google News and type in a keyword directly related to your industry. The first page of Google News will reflect what is trending irrelevant within your industry and help you decide what slant to use when approaching media or writing a press release.

Finally, you want to make sure you are reaching the right reporter for editor. For example, if you offer a product that is related to the technology industry – contacting the general editor of the New York Times is a mistake. It is a mistake because the general editor is not in charge of assigning technology and computer pieces to the covering reporters. You should spend time researching which reporters and editors write for your industry – related news before you approach any newspaper or news outlet. Until next time,

Twyla Garrett

Focus On One Thing

Every business owner and CEO will face a time of panic. It is going to happen. How you handle this panic will determine if you survive and thrive or fail and sail. You can't do both. I wanted to dedicate today's blog to one thing. Yes, focusing on one thing. You see, this concept is rare. Our culture is built to be multi-taskers. Our society embraces technology that helps us multi-task. But, in times of crisis, multi-tasking can overwhelm you and cause you to fail where you might have succeeded.

If you're thinking of quitting something or find yourself engulfed by challenges that are too hard to handle- don't give up. Remember you can only eat an elephant one bite at a time. Don't look at the big picture in times of crisis. Instead, try to consider one element at a time. Work on one problem and then move onto the other. If you focus on more than one thing at a time then you're likely to fail at whatever the challenge is.

When focusing on one specific thing, pour all of your energy into it. Determine what the issue is, how you're going to handle it and how you're going to recover. Don't worry about the next twenty problems flooding you at once. Take life one step at a time and you will survive and thrive.

Happy Friday!

Twyla

3 Self-Descriptive Words That Make Yourself Look Stupid!

One important part of networking is being able to describe yourself within a minute or less. But, describing yourself is an art. If you say too little about yourself- you appear weak and not confident. If you say too much- you're a jerk. I know the secret to making a great first impression and I'm not afraid to share it with you.

There are three words you don't want to use-ever- when talking about yourself. What are they? Well, they are more than simple words- they are how you use the words. Keep reading.....

#1. Taking credit for your obligations. Any word or series of words that describes yourself doing something that you're suppose to be doing is wrong. For example, 'I'm a great parent' or 'I'm a manager who likes to respond to problems'. No one wants to hear you praise yourself for doing what you are suppose to do. Stay away from this ego trap.

#2. Innovative. Just saying that your innovative shows that you're not. Not everyone has to be innovative. This term drives me, and others, crazy because it is a cop-out phrase. Think about it... 'My name is Mark and I'm an innovator'. Really? Unless you've impacted the way I live-you're not an innovator. On the flip side, if someone uses this term to describe who they are to you- call him or her on it. Ask them how they are an innovator and watch them get stuck!

#3. Unique. This term is so generic. Describing yourself or your business as 'unique' is a turnoff. How about coming up with ways to show why you or your company is better than your competition? Try it, it will work for you at your next marketing event!

Self-descriptions are hard. Don't take credit for your obligations and don't use the words innovative or unique at your next marketing event and you will have more success- I promise!

Until next time,

Twyla

Cheater Ads- Advertising on a Shoestring Budget.

If you need to get exposure but can't afford advertising- don't panic. Here are a few ways to grow your clients without paying through the nose.

Offer something free in exchange for an email address. Even if it is a free consultation. The reward for an email address approach is crucial. The email address allows you to send out company newsletter, email specials, etc. which can lead to a 20% return on new services, client upgrades, and more. The email reward system is a must for any company.

Go with Google. Even if your budget is five dollars, Google AdWords can help! The content network is less targeted, higher volume, and typically much cheaper to advertise on. This really is DIY advertising but if you have a small budget, it's a great start!

Facebook. The ads you create on Facebook work pretty much the same as Google AdWords. However, you have a bit more of an advantage because Facebook allows you to use images. The bounce rate with Facebook is less than that of Google AdWords because of the imagery involved.

The worst thing you can do is nothing. Even if you have to keep up a free blog or guest blog for free on another, more popular blog- do it. Any exposure is better than no exposure.

Until next time,
Twyla

The Most Important Financial Rule in Business

I get tons of questions about business and finance on a daily basis. While you can ask me about finance and your specific circumstances on July 24th at my free webinar, www.AuthorTwylaGarrett.com to register, I'm offering some basic advice below.

The most important fiance rule in business, and my advice to all those going into business for the first time, is to know your price point. Don't look at your competition and devalue yourself by charging less. Instead think about what sets you apart and then charge more for your services based on the unique skills, services and products you have to offer.

You're going to lose clients when you raise prices. This is a given. But, you don't want clients who aren't willing to pay you what you're worth. If someone is looking for cheap, let them go somewhere else and get cheap. After all, you do get what you pay for. The easiest way to make a profit, and grow your business, is to charge more than your competitor and target the big fish- not spend time fishing for a thousand minnows.

If you have some success but you're not cutting it budget wise you also need to take a second look at what and how you're charging customers. If you're not making a profit, but you have lots of interest, raise the bar a little. Change your rates, cater to clients who can pay, and drop the clients who are unwilling to pay or those who pay less than what you're worth.

Until next time,
Twyla

Rules for Life!

Today is Friday. I start out every Friday giving thanks for all the blessings I have. I also take time to ensure I am not breaking any of my life rules. Yes, I have life rules. These are rules I follow to be successful in business and within my personal life. Judging by my record they have worked so far. Let me share them with you.

#1. Love your own ideas. Embrace them! Never quit. Don't worry about the outcome, worry how you're going to make the idea work. People who don't believe in themselves will not allow anyone else to invest in them, either.

#2. Don't be so optimistic that people think you're nuts. I'm a positive thinker. You should be one too. But, don't ignore warning signs. Reality is reality. You have to make the best of any situation, but don't overlook it.

#3. Take a vacation each and every week. Ok, you're probably thinking I'm nuts now. Listen, most business people have become acclimated to our 24/7 technological culture. We're constantly working. I give myself a four hour block, mid-day, one day a week. I shut down all of my electronics and allow myself to watch a movie, go for a walk and/or get ice cream without checking emails, responding to people via Twitter, taking client calls, and so on. We need to let our brains rest in order to be more productive. So, take mini vacations once a week to help clear your mind and to unwind.

I hope everyone has a great weekend.

Twyla

Your Salary... How to Define It.

This blog is primarily reviewed by business owners. However, I have noticed a recent trend of executives and hourly staff reading this blog to improve their plight in business. That's why I decided to cover the sensitive topic of salary today. One of the toughest questions you will be asked when applying for employment is about your salary expectations. This question is feared because it is a deal breaker. Answer too low and you'll short-change yourself. Answer too high and you won't get the job. So, how do you answer it properly?

According to FoxBusiness.com the best answer is as follows, "You can give yourself some wiggle room on the question by saying you’re willing to negotiate on “total compensation.” You know, the perks, such as vacation days or flexible work arrangements, that might make the job more worthwhile even if the pay is lower than you want."

As a business owner, I have to say I agree with Fox. You have to remain transparent about your prior salary. And, you should do research on the salary allowances for the company you are interviewing with. If you know they pay low, leverage vacation days or work arrangements. If you know they pay high, show your value and why you are worth an increase in pay from your prior salary to your possible new position.

The worst thing you can do is toss out random numbers and show up to the interview ill-prepared. Do your research, know your bottom line and consider trading in dollars for days off or work days at home.

Happy job hunting!
Twyla

10 Ways to Tastefully Self-Promote!

We've all been on the other side of a bad sales pitch. While one person is spewing out details of something you don't want to buy, you're wondering when the pitch will end so you can move on to something more exciting. And, then you decide to pitch your product..... but are you making the same mistakes?

I've sat through some terrible presentations in my life time. And, I have presented some zingers too! After years of working at being classy, clever and closing-I'm sharing my top 10 ways to self-promote yourself.

#10. Don't ever promise something you can't deliver.

#9. Make blogging a high-priority. If you can't blog everyday, hire someone who can.

#8.Build your email list and rely upon it. Most important- don't send out daily emails.

#7. Distribute a press release at least once a month. It helps your website's ratings and you start to develop a relationship with the press- even if it takes a year to gain a clipping.

#6. Offer deals and discounts around holidays. Don't just promote normal pricing, promote specials too!

#5. Run social media competitions to help people learn about your company or services.

#4. Market your business using a video.

#3. Be honest and optimistic. Don't tell people why their ideas or business will not work if they don't use you, stay focused on why using your products/services can improve their lives/businesses.

#2. Use Twitter religiously.

#1. Don't give up and don't seem too desperate.

Twyla

Do You Travel? How to Stay Productive.

I'm always traveling. I practically run my business from my laptop. That doesn't mean I am not present when it comes to my company. In fact, it means just the opposite. Traveling no longer means you have to be disconnected from the office, or your staff, thanks to technology.

The key to traveling productively is to stay on schedule or prepare for delays. I use Tripit to keep my travel itinerary organized and my team informed of the details. The app itself is easy to use and it allows me to stay ahead of the game when it comes to traveling.

I also like packing my own portable printer. It saves me tons on cash and often comes in handy. But my biggest tip is the travel list. I developed a travel list that is divided into three sections. Packing, Presenting, Post-Packing. Each section has a checklist of items to bring and things to do. I keep it as a standard doc on my computer. I print a hard copy two days before each trip. This way, I have a routine of things that are staples and things I can buy and do when I arrive at my location.

I also promise myself an hour of veg-time when traveling. Working too much can cause your business brain to stale. I allow myself one hour to sit in-front of the hotel's television, or at the bar in the lobby, and do nothing but stare at the screen or converse with those around me about anything BUT business. This does help you become more productive.

Happy Traveling,
Twyla Garrett

Business is Magic?

Men and women come to be every day asking what the magic secret is to becoming successful. There is no secret and it depends on what YOU consider "success". I was thinking about this phrase recently, "Magic secret" and became intrigued. It is funny to consider business and magic as one. And the more I started thinking about the two concepts, which should be completely opposite of each-other, I noted (sadly) that in today's business world they often aren't.

Many business owners use smoke and mirror tricks to make a sale, some try to mislead - gently of course- their employees to help promote a false message. The examples can go on and on. What a sad state of affairs for some businesses. Magic has nothing to do with success, ethics and helping promote a business within a community. Talent, if there ever were to be a secret, is essential to helping a business grown. Sales people who can pursued without lying or over-promising are what is needed in today's business culture. No one wants to be the victim of an illusion, yet it happens all the time.

My point is that we as people in business need to stop seeking out shortcuts and start getting our hands dirty. If you want a magic want to rake in success and money- then your intention within your industry is wrong. You need to be passionate. Yes, money is great but doesn't it feel better when it is earned and not the result of a sales or "magic" trick?

I'd love to read your opinions. Please share them with me and I will respond.

Until next time,
Twyla