Media Writing Tips 101

I was thinking about the conference the other day when I came across a poorly composed press release. You see, writing separates the stringers from the professionals. No matter how many connections you have, if you can't write- you will fail. Period!

This said, I wanted to share the top 3 writing mistakes YOU need to avoid. If you don't, your peers will look at you like a stringer and you will not obtain any respect within the media relations field.

1. "At the end of the day" - Do not ever use this. You should be able to write your point without having to point it out. If you have to write a "look at me" tag, the rest of your writing is fluff and journalists will hate it and laugh at it.

2. "I know you're busy" - If you're using this in a pitch or a sales letter, slap yourself on the wrist. Everyone is busy. Writing this phrase just wastes more of the reader's time and it sounds corny. Avoid using this phrase at all costs.

3. "In this day in age" - Ok, first- we all assume that you are writing about the present. If not, why are you writing at all. The goal is to be media savvy and relevant. This phrase is ad copy and doesn't have a place in the PR world.

I hope this info. helps you become a better writer and understand what separates the true professional from the wannabe.

Until tomorrow,

Twyla N. Garrett

PR and Live Events 101

People often believe that because they host a special event that the media will flock to it and blanket it with coverage. This statement couldn’t be further from the truth. Hosting an event means you have to work harder to obtain pre-press efforts and actually get the media to attend the event.

Here are a few pointers on obtaining actual media coverage for your next event;

1. Promote your keynote speaker. Make sure the press knows who is going to speak, what the overall message is, and then send soundbites after the event is over (within 24 hours).

2. Be clear about a theme. When promoting the event (pre and post production), make sure you explain why it is newsworthy and beneficial to the business industry or community at hand.

3. Don’t have a self-interest. Reporters will see through awards and acknowledgements in exchange for actual media coverage. Instead, invite them for their expertise on a panel and make sure you include social media interaction as part of the event and conversation.

4. Take an outside perspective on the event. Sure, it is important to you, but why would it be important to someone who doesn’t know you? The answer to this question will mean the difference between media attendance and media coverage.

I hope this information helps you secure actual media coverage for your next big event.

Until next time,

Twyla N. Garrett

Defining Disaster w/ Pets

Many of you know what a disaster is. But, do you really know what qualifies as an actual disaster? Disasters include everything from terrorist attacks to traffic accidents, floods to fires. The key to navigating a disaster (with as little loss possible) is to be prepared. Being prepared means having a plan in place for your home, family, business (employment), and your pets.

I know this seems to be common sense, but in a time of crisis simple things can become overlooked.
For pets make sure you have proper identification and that the animal is actually wearing it! Invest in good transport kennels before a disaster hits. Keep a stock pile for extra food and gallons of clean water. If your pets take medication, keep a spare prescription in an emergency kit. If you have a diabetic pet make sure to discuss a pre-disaster plan with your vet at the next appointment.

Never ever evacuate a home or business and leave a pet behind. If you are told to evacuate, leave early and take the animals with you, even if you think you'll be gone just a few hours. It is a good idea to Google in a list of hotels that take animals in your area and two hours outside of your area. Jot down the phone numbers and put them in your wallet. Even if you put the numbers in your phone, keep a copy in your wallet because the disaster could interrupt cell phone service.

In today's world, it is hard to not think about these terrible topics- but it is a reality that we have to live in. We often make plans for ourselves and forget to make a plan for out pets or those we are caring for who are elderly or sick. Take some time today to do this for yourself and others.

Twyla N. Garrett

The New Website (HireIME.com) Is Up!

My team and I are soooooo pleased to announce the launch of our brand new website, HireIme.com.

Vet-Gate & My Thoughts

Here's some Homeland Security news for you- Mark Paffrath- a Navy Vet- said he lost his job at Drury Hotel Plaza in Chesterfield, Mo., and was called a terrorist after uploading images of dozens of Homeland Security vehicles in the hotel garage. When did it become illegal to take photos of cars and trucks in a garage? Well, that is the question when you ask the media about his arrest.

Now, let me give you some background on Mr. Paffrath. He works at the Drury Hotel Plaza. During his duties, he spotted over a dozen of Homeland Security vehicles in the parking garage and was alarmed, claiming he had never spotted the vehicles there before- at least during his employment with the company. Given today's social media culture, he took photos of the vehicles and posted them to Facebook. Then the vet wrote his caption, which was "I wonder if it has anything to do with Ferguson? #Ferguson, #No justice, no peace." Paffrath took down the photos and video the next day after Drury General Manager Jeff Baker asked him to.

Paffrath was soon after fired by the director of security for Drury Hotels Company, LLC, because his posts almost cost the company a $150,000 contract with Homeland Security. Now, relook at the post he posted and the caption. He never did say where the photo was taken. He never gave a location. Yet, he was fired..... Paffrath, who was honorably discharged from the U.S. Navy after three years of service, took to Facebook to protest his firing and then went to the media- now alerting to where the photos were taken.

Here's the thing- Mr. Paffrath probably didn't mean any harm when he posted the photos and the caption. But he could have very well compromised a Homeland Security strategy to keep the city of Ferguson safe and - being that he IS a vet- the should have known better. So, what is the lesson to be learned here? If you see the DHS in your neighborhood- let them do their job. They are there for a reason. Sure, if could be nothing- maybe just a planning meeting- but they are working regardless.

Until tomorrow,

Twyla N. Garrett

Small Fish, Big Pond....

I was recently asked how you compete as a small fish in a big pond. This person owns a retail business within a mall. While he has amazing products (and an even better location), he feels that the other bigger, brighter retail signs are stealing from his business. He asked me how does one compete as a small fish in a big pond. I put a lot of thought into this. Here are my top 3 ideas;

Step 1: Make sure customers can see you and your best-selling products through the retail space's front window. If your cashier is all the way at the back, people will be less likely to shop at your store. They want to see your product, buy it, and then easily get out of the store. It is a statistically proven fact that retailers with a cash register placed at the front of the store do better. Why do you think you can buy perfume as you arrive inside a Macy's store?

Step 2: Tone down the blaring music. Some mall retailers do this to "attract attention". If you are selling to a demographic of 13-20 years of age, this is OK. If not, the music becomes overwhelming and no one wants to stay in your store. Many people shop with a friend or while on the phone. Blaring music can interrupt their conversation and they will leave your store because of this.

Step 3: Offer something unique. More and more nail salons are offering champagne with their pedicures. Other stores provide dog treats. Figure out a way to offer something free that will be memorable to your customers- something the major retails simply couldn't do.

I hope this information is helpful.

Until Tuesday,

Twyla N. Garrett

Can You Be Persuasive?

Part of owning a business, or being in sales, is knowing how to close a deal and be persuasive. Not too many people are masters of this art. You can pitch your product or services all day long, but if you can’t convince people to part with their money- your business will fail!

If you want to become better at selling your products or your services, you have to look to improve upon your convincing skills. I did my research and have developed 3 easy steps to becoming more persuasive. The first step is an easy one. Shut up! That’s right, stop talking. Many people sell themselves out of a sale because they keep talking. Instead, talk about how your product or services solves a problem for the potential client and then zip your mouth. If they’re interested, they will ask the questions and come to a conclusion quickly. If you keep talking, you complicate this process.

You also want to share both positives and negatives. If you promote your products or services as fail-proof, your client will not sign up with you. You want to WOW the audience and promote your product but you don’t want to stretch the truth or over promise. So, briefly touch on the negatives associated with your products and services and then move on. Again, shut up about the negatives after you have covered them.

Finally, slow down. If you talk fast, you have to learn to work on slowing down. Most people distrust a fast talker. This is a proven fact. People buy from people who speak using a regular pace and tone. Talking too fast, swearing, using a high-pitch voice, saying “yes” to everything- these are all red flags for people. If you use these tactics, you will not persuade a single person.

I hope these tips help you improve your sales. If they do, please share your story with me on Facebook or Twitter.

Until tomorrow,

Twyla N. Garrett

Email; You Sent What?!

The problem with today’s 24/7 social media culture is our innate need to respond to emails all of the time and no matter what time of the day it is. Thus, it become second nature to ignore double checking response tone and facts. We are so focused on responding right away that we often fail to ensure we are properly responding.

I had to think about the email issue as I started to write today’s blog. You see, I’ve always been big on not responding to emails ASAP and having designated times to check emails. So, if you want to make sure you are sending proper emails then follow my four tips below!

1. Wait at least an hour to respond to any angry or upset email. Don’t respond right away. When you do respond, make sure you save it as a draft before hitting “send” and wait two more hours. Next, read the email out loud before hitting “send” to ensure you are still remaining professional, not overly aggressive, in the email.

2. Never write an email using slang or terms of endearment. First, they are liable statements and second, these types of emails will make you sound unprofessional.

3. Never disclose company secrets in an email or speak poorly of your boss or co-workers in an email. Remember, this sounds obvious but it happens daily. Stay positive or don’t say anything at all via email. It can come back and bite you in the unmentionable!

4. Keep it under 300 words. If your email is going to be longer than 300 words then it is time for a face-to-face coffee meeting (or full blown meeting) with the intended recipient.

Remember, it is easy to send an email and receive an email. However, it is trickier to respond properly to an email without having any regrets or making yourself look foolish.

Until next time,

Twyla N. Garrett

Are You Exceptional?

I recently read an article on being exceptional in business. The article went on to say that if you are not exceptional (in their eyes), your business is bound to fail. I disagree with such a bold statement because 1) who defines exceptional and 2) there is something to be said for hard work.

I did, however, agree with some of the traits needed to navigate one’s business past the first year (which is the hardest thing to do these days). Here are the three exceptional traits needed to survive your first year of business.

1. Politics are to be avoided. Don’t get involved in scratching one’s back to get what you need out of a business deal. This may pay off now but it will ricochet later on. Plus, some things can be considered unethical. So, don’t get involved in politics and remain neutral.

2. Think and think some more. While you do have to be a do’er when running your own business, it is just as important to think things through and consider all scenarios before taking any action. Business owners who dive in blindly to certain opportunities will find the water shallow and have no depth with their investment.

3. Good business owners don’t sustain the standard, they reinvent it on the daily. Instead of considering certain rules or procedures or expectations as the standard, exceptional business owners will figure out a way to make things better or more competitive and then move in that direction. They have no loyalty to rules of the past because they are always looking forward.

So, hard work counts but these three steps will help carry your hard work a long way.

Until next time,

Twyla N. Garrett

Can You Be Out Smarted? Sure!

Gwynne Shotwell recently spoke at the Women 2.0 Conference stage. She said one really important thing, which was: "You can't control whether you're the smartest person in the room, but you can certainly control whether you're the most prepared." I couldn’t agree more.

It is important that we always learn from others. There are always going to be occasions, even when you are the boss, where other people are smarter than you and have more insight on you. This is hard to overcome for a number of reasons, but even more difficult of a pill to swallow when an employee knows more about your business and industry than you. So, what do you do in these situations?

First, don’t let your ego get the best of you. If you think you are going to be the smartest person in the room in every situation- you do need to work on taking that ego of yours down a notch. Once you do, follow these steps.

1. Be overly prepared. Like Ms. Shotwell said, you can’t ever be too prepared. Have data for meetings available on a note pad in front of you, so you only have to glance at it without admitting to using your smart phone to look up citations.

2. Read. Yes, read. Commit to one book a month on your industry and make sure they are recent book. Books over six months old are almost obsolete in many industries. Stay on the cutting edge of things by reading the most up to date material available.

3. Reach out to others within your industry, outside of your company, for coffee. Pick their brains and ask questions. This way, when you return to the office, you have an outside perspective and additional knowledge.

4. Ask questions of those in your company who are smarter than you. Ask then the who, what, where and why to get their opinion. This tactic will help you learn how they think, operate and what it is you need to study up on.

I hope this insight has helped if you feel you are struggling with this issue.

Until Monday,

Twyla N. Garrett

The Successful Business Day!

I receive many questions on the subject of what people should be doing. While this is a broad question, I thought about it and came up with some consistent steps for daily success.

First, start with breakfast. Don’t skip it. Breakfast is not a Starbucks and a pastry, either. You want oatmeal and a protein and then coffee. Breakfast gives you fuel and focus needed to hectic days. This sounds simple, but many busy business people skip it.

Second, have the courage to say no. You do not have to accept each and every meeting and invite that comes your way. Same goes for clients. So, make sure you put priority on the meetings, clients, etc. that you say ‘yes’ to and respectfully decline opportunities that will impede your focus and schedule.

Third, and last, clear your desk at the end of the day. Sounds odd, right? It’s not. If you clean up your office space at the end of the day- the you of tomorrow will thank you. Walking into an office that is neat and clean and not cluttered is a psychological cue for success, not defeat. Even if this mean stacking files and paper neatly, do it! Ten minutes of cleaning your office each day will set yourself up for double the productivity on the following day.

Try these tips out and get back to me on your results.

Until next time,
Twyla Garrett

Public Speaking – Top 3 Tips of All Time!

I speak at many professional conferences and I do different media interviews. Did I take an advanced course in public speaking? No! Am I now comfortable with this task? Yes. However, this wasn’t a born gift or something I loved doing right out of the gate, it took lots of practice.

Tonight, I want to share my top 3 tops for public speaking. I hope you enjoy them.

#1. Cortisol is secreted by your adrenal glands when you’re anxious or stressed. So, how do you get rid of it? Exercise. That’s right, go for a walk or do sit ups about 20 minutes before you have to deliver a speech or a presentation and the anxiety will almost be non-existent.

#2. Set up a goal for the speech. Don’t just think of yourself as delivering a speech. Think about the ROI from the speech- either for you or your company. Next, set up a goal and work throughout the presentation or speech to reach this goal.

#3. Don’t read your slides! People will scan your slides. They don’t want any slides read to them. You are to present and speak to the people, recycling the information in the slide into something that connects with the audience. Simply reading a slide is boring and you will bore the audience.

I’m confident these tips will help you get through your next speech or presentation.

Until next time,
Twyla N. Garrett

A Private Life- How Your Business Is Different From You!

If you own a business you know there is hardly any time for a personal life. If you are the figurehead for this business, life becomes even more hard as people put you under a microscope 24/7. So, how do you move forward with a personal life that is private and away from your business brand?

First, make sure your personal social media accounts are not connected to your business accounts. If you do connect these two things, understand you are “on call” for your business 24/7 regardless of what the issue may be. It is possible an angry client will send you a personal message (or worse, post a public wall) at two in the morning. I suggest you keep these account separate for obvious reasons.

Second, make sure you never take a photo with a drink in your hand. I know this sounds odd, but trust me on this one. It is a business decision that will take you a lot further then it will backwards. Photos of professionals out drinking can equal disaster when it comes to your reputation vs. client confidence. So, pause the picture to allow time for you to put the drink down.

Finally, keep office hours as office hours. If you spend too much time answering phones and emails after business hours then no one will respect your off hours as just this!

Until tomorrow,

Twyla N. Garrett

Basic Communication

I realized the other day that basic communication skills are becoming a lost art in today’s social media and texting world. We can’t afford to ignore the basics, etiquette included.

There is something to be said when it comes to using a person’s name, even in social media. For example, if you write ‘Thanks for the follow’ on Twitter – it is the right thing to do but it can be improved upon. The right thing to do, for effective communication, is to write ‘Thanks for the follow, Steve.’ I know this sounds simple, but using someone’s name when addressing them shows you are invested in the conversation.

Basic communication also includes saying exactly what you mean. Too many people try to sugar coat things or use other people as a tool to communicate something they find hard to say in person or online. Don’t be this person. Communication is about being direct. People will appreciate your honesty. Remember, it isn’t what you say but how you say it. You can be polite and direct at the same time.

The basics of communication include using a name and being direct with the other person. It is difficult to comprehend how these two simple steps have become so lost in today’s culture, but they have. Let’s correct this together.

Twyla Garrett

3 Sure Fire Ways to Success

Here’s a secret… there is no secret to success. A lot of drive, sacrifice and ambition is required to be successful and sometimes, yes even sometimes, being at the right place at the right time makes all the difference.

After much thought, I wanted to share three tips to push success in your favor. These steps are listed below.

1. Say goodbye to expectations. You will fail to meet many of your own expectations and people will not often live up to your expectations. So, instead of expectations set up milestones.

2. Treat everyone with respect. No one is better than anyone else. Period. Since everyone has something special to offer, everyone is equally worthy and you need to ensure you are treating everyone with the same respect all of the time.

3. Give back. Whether it’s to a charity, a cause you believe in, or a stranger who could benefit from your help, there are immeasurable benefits to thinking of others. For one, you’ll become a better and more attentive listener. You’ll focus less on your own shortcomings. Plus, there are tax benefits involved which is always nice.

These three suggestions seem pretty simple but they are easier said than done. So, for the sake of success, try setting up milestones for people and goals – not expectations. Be sure to treat everyone you meet with respect and give back with joy.

Until tomorrow,

Twyla N. Garrett

Pilots and Guns... Is This A Good Idea?

Today’s Homeland Security blog covers a topic recently brought up by Rand Paul. Mr. Paul stated more pilots should have guns. Is this really a good idea? Will a gun held by a pilot truly defeat potential acts of terrorism?

According to Guns.com, “In the latest Presidential budget for 2015, the Federal Flight Deck Officer (FFDO) program is seeing its funding slashed, which could endanger the program that has armed approved pilots since 2003. Among those upset is Sen. Rand Paul (R-KY), who is calling for increasing, not decreasing, the funds appropriated for arming pilots. “I’m concerned about what is the most cost-effective way of preventing another 9/11: I want all pilots to be armed,” said Paul to Sean Hannity recently.

Now, there is no proof FFDO actually stopped any acts of potential terrorism since there is really no controlled study to back up the data. I’m not convinced the slashes to the budget will result in a terrorist attack. In fact, there has been a terrorist attack in Boston and a security guard with a gun didn’t make a difference because the method wasn’t a one-on-one shooting scenario.

Again, these congressional arguments become an issue of sustainability in the planning phase more than a “did it work” scenario. We will never know for sure if FFDO made the impact it was set out to do because, luckily and thankfully, nothing happened. This brings me to my thought of the day – why do we continue, as a people and a government, to set up programs without the ability to sustain them? Isn’t this setting ourselves up for failure and continued red-tape?

Until tomorrow,

Twyla N. Garrett

When NOT to Delegate!

Here’s the thing, I am often asked about delegation. I am both for and against it. I don’t believe in micromanaging employees but there are certain tasks that shouldn’t be delegated. In fact, these tasks should be micromanaged and handled by you! What are they? Keep reading.

1. How you are spending other people’s money. Yes, this is a subject that is sensitive but if you have business investors then you need to be speaking with them and updating them on the progress of the project and how their money is being spent. It is crass to delegate this tasks to an administrative support position.

2. Leadership. This defines your company brand and your company’s culture. If you delegate leadership to a poor leader or a leader who has a different vision then you- your company will not reflect your vision. Be your own leader. Be your company’s leader. Actually lead!

3. Pitching products or services. Sure, you will need a supportive sales team. However, do not allow this team to decide how things are pitched or how your company is represented. You need to train and check in upon all the people who sell your products and services for you. Again, I believe in delegation – just now when it comes to the above tasks.

Until next time,

Twyla N. Garrett

Gifts to Your Employees

You may be thinking the title of this blog surely means giving your employees a cash bonus or a physical gift. Well, I’m talking about educational and support tools as gifts within the office. It is a win-win for you and your employees.

Most people do not understand the value of providing employees with tools and education as a gift. One of the biggest “gifts” you can give your employees is the gift of independence. Let them do their jobs. Sure, management is needed but you shouldn’t be over their shoulder every second of the day.

Employees are typically hired because the employer believes they have the skillset, or they can learn the skillset, to do the job. Peering over the shoulder of employees stresses them out and puts them on the defense. Unless they give you a reason to do this, give your employees the gift of independence.

Employees love independence more than they value a raise or a gift certificate to the movies (which is a lame appreciation gift BTW). So, as we head into Friday – consider what educational and growth “gifts” you can reward your employees with on Monday.

Until Monday,

Twyla Garrett

Employee Turnover - Why!

I recently read that forty percent of employees who left their jobs voluntarily in 2013 did so within six months of starting in the position, according to data recorded and processed by the work-force insights arm of credit-reporting agency Equifax. I was horrified by this statistic. People are having massive issues finding work. Why in the world would they quit their jobs after trying for so long to gain employment. Well, the issue is simple – company culture.

Company culture is the unsaid, yet most important, element for employees staying happy and staying hired. Poor company culture causes mass turnover. Yet companies today don’t care if an employee stays or leaves a company because of the culture simply because there are too many fish looking for work in the employment sea.

My best advice to an employee is to make it work. If you don’t fit into a company’s culture, try. It truly is the difference between your next paycheck or a stint in the unemployment line.

Until next time,

Twyla Garrett

Are You A Fighter?

You either are a fighter in life or you take the escape route. Which one are you? Think about your answer. Are you sure it matches your track record or simply your self-perception?

You see, over the years I have noticed the people who fight in life (for what they want or what they believe in) simply know how to embrace their fear. These are the people who understand it takes strategy, not strength, to win a fight.

Do you rush into decisions on instinct and emotion? If so, you may not be a fighter. Fighters are able to look at a problem completely detached from the personal issues and ties related to it. If you love animals, you have to be strong and remove emotions in order to really get things done. If you love your business, you can’t keep a non-performer on simply because you like that person. You have to fight for what is right in life. If you can’t separate emotion and knee-jerk reactions in business in life, you may not be a fighter.

Until next time,

Twyla N. Garrett