by American Business Women's Association | Aug 27, 2021 | Blog, Uncategorized
Regardless of what date the calendar shows, business is blooming – and the season for sowing success is officially here. The ways businesses can promote themselves is blooming, too – blogs, podcasts, social media, website search engine optimization, television, magazines! How can business owners, subject matter experts, and thought leaders weed out what will land on the rocks and what will bear fruit when it comes to publicity?
You see, a targeted publicity campaign is much like gardening. It requires an innate understanding of the medium where your expertise best fits, properly nurturing the attention that you generate, and reaping the rewards of increased awareness of your unique space in the business market.
So where to start? The soil, of course!
The Soil – Your Market
A successful publicity campaign starts with deep knowledge of where your knowledge works. Whether you excel at providing management solutions or the art of making the most of the clock, you don’t simply want to blast out your content like a defective garden hose. Just like different substrates, different avenues exist for your expertise – and you need to choose the one that’s best for your expressed goals.
Whether that means pitching your content out to a specific geographic area or DMA that pertains to a coming event, or providing comment on a national news story, you have to possess a keen awareness of where your knowledge best fits and the outcome that you’re hoping to elicit.
Sowing – Targeted Pitching
Just like you shouldn’t take a scattershot approach to planting seeds you hope will eventually produce fruit, you shouldn’t assume you can just cover each and every aspect of the media with a publicity campaign. It’s about targeted pitching of content to editors, writers, and producers.
Plant your expertise seeds where you have the strongest opportunity for success. That means having a firm grasp on your target market where you know you have a strong shot of developing enduring roots – not just a momentary glimpse of sunlight.
Nurturing – Building Relationships
Anyone who has ever seen that first seedling sprout in their garden or field knows that immediate feeling of elation. Things are happening! I wasn’t just tilling and watering this soil for no reason! It’s a burst of excitement in knowing that your work had paid off. But those same folks will can also identify with watching their work wilt on the vine and the inescapable thought that more could have been done.
Once you have started the process of pitching out your expertise – be it to daily newspapers in the form of interview availability, or articles to trade, industry, and association publications, it’s imperative that you nurture those leads by properly tracking and following up with the editors who have requested your comment or content.
One of the biggest mistakes that is made during a publicity campaign is fostering a one-sided relationship. Each one of those columnists and editors is looking to fill space with intriguing content on a consistent basis. Just like you wouldn’t prune your leaves or fertilize all at once when it’s convenient, you need to maintain a dialogue with those who are looking to you for answers.
That doesn’t mean to bombard them with emails or phone calls—it simply entails having a firm process in place to touch base on the status of your article or interview, and be ready to reach out when a mutually beneficial opportunity arises.
The Harvest – Frequency and Repetition
The pinnacle of sowing season is the harvest—where you can reap the rewards of your time, efforts, energy, and dedication. After months of tending to your crops, it’s finally time to take out your bushels and account for your yield.
In a PR campaign, the sowing season runs year-round as a well-targeted campaign means you’ll receive a bounty of coverage on a consistent basis – regardless of the date on the calendar.
To the Market – Benefiting from Publicity
Off to the market with your haul! This is where the hard work really pays off and you can assign a definitive, tangible value to the time investment to planting, tending, and harvesting your crop.
With publicity, post-placement marketing is a key, critical component in a campaign’s life cycle. Without effective marketing to the associations and industries who utilized your expertise in their publication you cannot truly capitalize on the commitment you made to growing your business or enhancing your audience at the outset.
Effectively marketing the publication that you receive involves outreach to the industries who found direct value in your content—be it your perspective in an interview or your unique selling propositions in articles. Without leveraging these placements and marketing to those industries, you’ll be left with a bounty without a buyer.
With business back in full bloom, events are currently being planned and organizations are seeking experts to enrich their audiences with their point-of-view. To enjoy the full range of benefits of a publicity campaign you must think like a farmer or gardener—determine the fertile soil for your content, sow the seeds of your expertise with targeted pitching, with a green thumb frame-of-mind (in a monetary context, of course), nurture the relationships built, and then leverage your placements to begin marketing your content.
As the gardeners and farmers among you know, it doesn’t happen overnight. But with time, care, and dedication you’ll enjoy the rewards of a fruitful publicity endeavor.
About the Author:
Russell Trahan is the Owner/President of PR/PR Public Relations and the Author of Sell Yourself Without Saying A Word. PR/PR/ Public Relations is a boutique agency specializing in thought-leaders and subject-matter experts. He positions his clients’ expertise in front of their target market. PR/PR Public Relations has a 20+ year history of getting 100% of their clients results. For more information, please visit: www.PRPR.net.
by Rene Street | Dec 13, 2020 | Uncategorized
There is no magic pill, button or wand that you wave that will quickly fix or treat the ails of your culture. We live in an instant gratification world where people/employees/leaders want things to change for the better immediately. They want the negativity, dysfunction and toxic elements of the organization to be eradicated overnight. But when it comes to your company culture there is no vaccine!
However, developing people and culture isn’t a drive-thru pharmacy. It takes time. It’s a process. It requires intentional rehab and development of how we show up as leaders and the culture we create with those around us. It takes commitment, discipline and focus.
Culture is dynamic which means it is being shaped moment by moment every single day by the way we Think, Act and Interact. Every member of your cultural ecosystem impacts the culture each moment and adds or detracts from the culture with their thoughts, actions and interactions. The best leaders and organizations realize that in a world that is changing quickly and where it is often easier to disengage, disconnect and become disillusioned or even disgruntled, they must have a proactive strategy to align the minds and hearts of their people.
The best team cultures don’t just magically happen, they are intentionally designed and led along the culture-shaping process. It’s not reactionary, it’s proactive. The best team cultures proactively teach, practice, rehab and work on developing the mindsets and behaviors throughout their ecosystem.
4 “musts” for leading your culture through times of change:
- Name It — You must be able to name what is working and what isn’t working within your culture. Honestly. It’s not a time for blowing smoke or making excuses, the best teams have the ability to be honest with one another and name the very best of their culture and spot the areas that are troubling. Only after we are able to name the current state of our culture are we able to move the culture forward.
- Define It — If you can’t describe the culture you are trying to create in the future than you can’t be surprised when it doesn’t exist. Language Drives Behavior. This is why the most successful and compelling teams and cultures have Values language that is clearly defined and linked to action and behavior. They have a vision for the future culture they want to create and clearly define the values they believe will guide them in that direction. Values become a compass for their journey not a poster on the wall.
- Plan It — The word culture gets thrown around very loosely by many leaders and within some organizations and then only becomes talk. It becomes vague and the words do not line up with action. The best leaders and organizations realize they need a cultural strategy and plan of attack. Culture is not an “add on” to the work you do, it is everything. So what’s the plan?
- Anchor It — Teams an organizations that lead significant culture change know they must anchor the values of their culture in everything they do. The vision they have for the future and the values that will guide them there become a living and breathing element for the ways in which they hire, onboard, develop emerging leaders, do performance evaluations, lead meetings and raise the bar on leadership throughout every level.
So, is your culture waiting for a magic vaccine or are you proactively rehabbing the culture you want?
The best cultures don’t just magically happen. They are grown, developed, cultivated and led with intentionality. The process for developing high-performing and engaged cultures never stops and the best leaders, teams and organizations are committed to the continuous journey of development, vision, communication, engagement, authenticity, and action. The best leaders invest in their cultures and realize the health of the organization is an ongoing process that never stops.
At your next visit to your Doctor you’re welcome to get the vaccine, but for your company culture, remember, there is no vaccine for that!
About the Author:
Jason V. Barger is the globally-celebrated author of Thermostat Cultures, ReMember and Step Back from the Baggage Claim as well as the host of The Thermostat podcast. As Founder of Step Back Leadership Consulting, he is a coveted keynote speaker, leadership coach and organizational consultant who is committed to engaging the minds and hearts of people and growing compelling cultures. Learn more at JasonVBarger.com
by Rene Street | Nov 25, 2020 | Uncategorized
November 28, 2020 is the 11th Annual Small Business Saturday celebration. This year is also the 11th year that the American Business Women’s Association has signed on to be a coalition partner for this very important initiative that encourages shoppers to support small businesses in their community.
According to the 2019 Small Business Saturday Consumer Insights Survey, 97% of consumers who shopped on Small Business Saturday agree that small businesses are essential to their community, and 95% reported the day of this event makes them want to shop or eat at small with independently-owned businesses all year long, not just during the holiday season. That’s great news!
We all know the negative impact the pandemic has had on most business in the past nine months however, it is the small business owner that has been the most effected in theses unprecedented times. Let’s work together to support small businesses in our respective communities beginning on Saturday, November 28!
by Rene Street | Nov 25, 2020 | Uncategorized
November 28, 2020 is the 11th Annual Small Business Saturday celebration. This year is also the 11th year that the American Business Women’s Association has signed on to be a coalition partner for this very important initiative that encourages shoppers to support small businesses in their community.
According to the 2019 Small Business Saturday Consumer Insights Survey, 97% of consumers who shopped on Small Business Saturday agree that small businesses are essential to their community, and 95% reported the day of this event makes them want to shop or eat at small with independently-owned businesses all year long, not just during the holiday season. That’s great news!
We all know the negative impact the pandemic has had on most business in the past nine months however, it is the small business owner that has been the most effected in theses unprecedented times. Let’s work together to support small businesses in our respective communities beginning on Saturday, November 28!
by American Business Women's Association | Oct 5, 2020 | Uncategorized
BY JASON BARGER
It’s an instant gratification world where people/employees/leaders want things to change immediately. They want progress to be a flip of a switch. They want the easy button. Every leader, team and organization wants to snap their fingers and magically arrive at their desired outcomes.
However, developing people and culture doesn’t happen like that. There is no quick fix or hack to developing leaders and the team culture you desire. It’s a process. It takes commitment, discipline and focus. The most compelling team and organizational cultures invest time, energy and resources into shaping the culture they want, not just the culture they’ve experienced in the past. They know that one of their greatest competitive advantages in today’s day is not just WHAT they do as a company, but the culture of HOW they do it. People want to be a part of a compelling culture and contribute their skills to something greater than themselves.
Every team and company wants to be known for having an amazing culture, but only some understand how they are created and are disciplined enough to lead a culture-shaping process. If you’ve studied change theory in your spare time (you know, the process for how any person or group stimulates change) then you understand the reality that we grow as individuals and groups one step at a time.
All change follows the same pattern. The best leaders and teams on the planet know that growing the ecosystem they desire within their organization takes proactive leadership and support. The best team cultures don’t just magically happen, they are intentionally designed and led along the process. And it’s not a top-down dictator style of leadership that is compelling to people, but a participatory style that invites cross-functional representation throughout the organization to share in the dreaming and creation of the culture they desire.
The process to create your culture requires 6 A’s and participatory leadership:
Assess — Many cultures don’t even know where they are on the map. Where are you succeeding and where are you falling short? You’ve got to be honest about your current state as a culture. Momentum begins to build when you can establish urgency and identify opportunities to improve.
Align — People are the lifeblood of every team and organization and in today’s world your people want to participate. They want their mind and heart to be engaged and connected to the “Why,” the Mission at the heart of your efforts. It takes time and space to establish alignment with your people and constant efforts to stay in alignment along the way.
Aspire — What do you want to be different in the future? You have to be able to dream together and paint the vision for the future culture you desire. Give your people the opportunity to see beyond your current reality and into possibilities for a newly created future.
Articulate — If you can’t describe where you’re going and the values you want to guide you as a culture then you can’t be surprised when it doesn’t exist. Your people need common language and the ability to see and share the story of where you’re heading, together. “Language drives behavior” so the best cultures have compelling language linked to actions and behaviors for the future they are creating.
Act — All change requires action. However, action without vision and alignment is a nightmare. Once the aspirational vision for the culture is established, the best leaders and teams empower a bias toward action and identify the next steps they will take to stimulate progress. All change happens when actions grow out of an intentional vision and spirit.
Anchor — Culture-shaping is not a drive-thru experience. It’s not a one-time company meeting or a singular poster on the wall. Every culture must create habits that anchor the values within their organizational ecosystem. The organization intentionally anchors them with their structures for how they hire, onboard employees, identify emerging leaders, do performance evaluations, raise the bar on leadership at all levels, and develop and empower culture ambassadors.
So, does your team culture get all A’s?
Good grades don’t just magically happen. Great schools, great companies, great teams, great communities, and great collections of humans anywhere and of any kind in the world, don’t just magically happen. They are grown, developed, cultivated and led with intentionality.
It’s way easier to ignore studying, practicing, engaging with your people, and just put your head down and “do your job.” And because that is easier, that’s why many team cultures do not become compelling places to work.
The process for developing high-performing and engaged cultures never stops and the best leaders, teams and organizations are committed to the continuous journey of development, vision, communication, engagement, authenticity, and action.
Good luck on your next test. I hope you get all A’s.
About the Author:
Jason V. Barger is the globally-celebrated author of Thermostat Cultures, ReMember and Step Back from the Baggage Claim as well as the host of The Thermostat podcast. As Founder of Step Back Leadership Consulting, he is a coveted keynote speaker, leadership coach and organizational consultant who is committed to engaging the minds and hearts of people and growing compelling cultures. Learn more at JasonVBarger.com
by American Business Women's Association | Aug 15, 2020 | Uncategorized
Big data is critical to business success because it provides leadership with important insights and information. Large enterprises use sophisticated systems to track data and often have internal analysts on their team to crunch their numbers. Or, they hire outside experts to do it for them. Yet any enterprise can take advantage of big data, no matter their size, especially if you re-frame your definition of “big.” You can use your data to better understand your customer needs and buying patterns to further develop strategies that could impact sales. Insights like those developed with data become amazingly useful to any size enterprise!
Slay Your Fears!
You’ve heard some people say, “I’m really not a numbers person.” Perhaps they use this as their excuse for avoiding using data, much less big data, because they might feel reluctant to dive in and give it a try. You do not need an MBA or finance degree to begin working with the data associated with your business, regardless of its size. Anyone can learn and understand at least a couple of the key metrics that impact how they operate and what drives financial success.
If you are reluctant to launch into data analytics, being with some baby steps. Start by identifying two or three key metrics you want to better understand about your business or your customers. Once you have these key metrics identified, then focus on getting the data you need to help better understand what drives these metrics and how you can use the data to increase your enterprise performance. Then those metrics become the fundamentals that shape your thinking about your business strategies and what you need to do to better achieve your business goals.
Focus on how the data you have or can gather links to your business strategies. The key is to search for the critical data metrics that influence decision making. Look for the information that provides you with insight on the variables that impact your revenue and profitability.
Use the Information and Tools You Already Have
You do not need a complicated computer system or major data management firm to figure out what you are already using in your business for data capture. Frankly, many organizations are not fully utilizing the existing software they already have to gather basic information.
Frequently, software programs have the capability to export information into analytical programs such as Excel. Once the data is put into an analytic format, you can do all sorts of data evaluation based on key variables such as customer demographics, profitability, geographic location, purchasing patterns, buying volume, etc. Reviewing data points for various time horizons provides a comparison to see how much is changing during different time periods. Engaging in analytical assessments of your data often provides valuable information on shifts in your target market and identifies new sales opportunities. You might even uncover areas of business vulnerability before they cause major challenges.
Many companies do not fully access the information they have already obtained about their customers. Taking time to input detailed information into a Contact Relationship Management (CRM) system can be a first step. Consolidate the insight from your other information systems to develop a comprehensive customer profile. Then drill down into the information on your customers and tie them to financial measurements such as sales volume, degree of profitability or key target marketing variables.
It is not uncommon for smaller enterprises to have their most valuable customer information written down on sheets of paper or in someone’s head. If you enter your data into a CRM or Excel, you establish the foundation for a more robust data assessment. Then you can begin to pull insights by looking carefully at key variables. You will have a more effective way of targeting your desired consumers as you drill down deeper into the data to see which customers are most valuable to your business. You will be able to make better decisions if you are using thoughtfully mined data. You will also minimize the vulnerability to not having good information to work with if a key employee becomes ill or leaves.
Create Metrics and Dashboards
When you begin working with data, it is essential to create metrics and dashboard reports focusing on the key information so it can be tracked on an on-going basis. Then set up the mechanisms and policies that ensure it is tracked by your employees. Holding your team accountable for reliably gathering the data and tracking it in a timely manner are also important steps to effectively use data.
You can certainly do some of this work yourself, but it might be even better for you to loop in your key employees who are better skilled than you at putting it together. Then you can review the information and draw conclusions.
Another option is to work with an outside consultant who does this all the time and is not going to struggle with a learning curve. Outside experts can help you discover details you might have overlooked while managing the enterprise day-to-day. You are likely to gain better insights – and move much faster – by bringing in outside expertise for a short duration engagement rather than trying to struggle through setting it up by yourself. It is not a cliché that “time is money.” Invest in learning from an expert and then take it over once you develop the foundational skills and have gained some confidence in your own abilities.
Final Thoughts
Learning to leverage data is essential to impacting the growth and success of any business. As you become more comfortable using your initial metrics, you can add on additional key metrics. Using a disciplined approach and continue to look for more metrics to measure. Have fun with it! You will soon have a robust data management system that you and your team can use to more effectively manage your business and your customer relationships. This will provide you with new pathways for business growth and enhanced success.
ABOUT THE AUTHOR:
Jill J. Johnson, MBA, is the President and Founder of Johnson Consulting Services, a highly accomplished speaker, an award-winning management consultant, and author of the bestselling book Compounding Your Confidence. Jill helps her clients make critical business decisions and develop market-based strategic plans for turnarounds or growth. Her consulting work has impacted more than $4 billion worth of decisions. She has a proven track record of dealing with complex business issues and getting results. For more information on Jill J. Johnson, please visit www.jcs-usa.com.
