January 2014 – Be Well Consulting Group

Is Your Approach to Media Relations Helping or Hurting Your Cause?

Oh my goodness. Did I ever have an eye-opening experience last week. Maine Public Relations Council hosted a media panel discussion for its members featuring three local award-winning journalists. Topics for discussion included best practices for pitching and storytelling. I love to share a good story and wanted to hear what these media reps consider best practices. So, I was off to learn a thing or two.

Call me naïve if you will, but I was not prepared to hear the first panelist indicate that she had NEVER in her career received a pitch from a public relations professional that made her say, “I’m glad that pr person called me.”

I was also not prepared to hear another panelist share her pet peeve: perky twenty-one-year olds calling to ask if she’s received their press releases. I’m certainly not a twenty-one-year old, and I am definitely not perky. So, why would this pet peeve get stuck in my craw and make my blood boil just a bit? Well, think about it. What’s the image that appears in your mind when you hear or read perky twenty-one-year old? For me, it’s a not-so-bright young woman. It’s also a not-so-helpful phrase that shuts down conversation.

Therein lies the surprise learning for me: the level of frustration that both of these women expressed about their interaction with public relations professionals. Day after day this editor’s inbox is filled with press releases that don’t speak to her readers. If that’s not bad enough, the phone call follow-up is the next item on the pr person’s checklist. No surprise here, the editor has deleted the press release and lets the phone call go to voicemail.

To my communications colleagues, it’s now our job to help mend these strained relationships. Each one of us should be looked at as a valuable resource to, rather than a painful thorn in the side of, journalists. Here are a few actions we can take that just might prove helpful:

If you’re new to the public relations field, find a mentor.
If you’re an experienced public relations professional, lend a hand to those entering the field.
Answer two questions before sending your press release: So what? Who cares?
If no one outside the walls of your company cares, chances are it’s not news. Send an email of praise to your co-workers and call it day.
Send newsworthy press releases to the right people, at the right time. EVERY press release is not appropriate for EVERY media outlet. Yes, this means doing some time-consuming homework; your reputation is worth this investment of time.
When following up with a journalist after sending a release:
Don’t simply ask: Did you get my release?
Ask the question you really want answered: Is this a story you’re interested in covering for your publication/news show/etc.?
If the answer is yes, ask what other information you can provide and how you can be of assistance.
If the answer is no, ask why not? Is it timing, or is the topic not relevant to your audience? That’s how we learn.

And, please, let me not hear the phrase perky, twenty-one-year old again.

Is Your Approach to Media Relations Helping or Hurting Your Cause? was last modified: January 22nd, 2014 by Deb Nelson

Check Out the Power of Handwritten Notes

Try an experiment this year. Make a commitment to sending handwritten notes every week (yes. with a stamp. via the U.S. Postal Service). Start small, with just three a week, and see what kind of results you get. Document your expectations and compare them to what actually happens.

What’s the big deal with handwritten notes? Aren’t they old school? Yes, they are old school in the best possible way. Old school meets new school in the midst of high tech communication – Facebook, LinkedIn, Twitter, Instagram, Pinterest, and more – a personalized note to a client, donor, colleague, or friend provides the opportunity for you to send a unique message centered on the recipient.

Take a break from the practice of group message delivery; total focus is on one person. The main point here, though is that the note is NOT all about you and your achievements; it’s about the person who’s receiving the note. You’ll join the ranks of the very Likeable Dave Kerpen who is a note writer. Can he track the success of his career directly back to those notes? No, and yet, he continues to write them AND he encourages others to write them as well.

Staying connected with people who are important to you takes time, energy, and creativity. When you do it right, you stand to see some amazing results – for you, your business, and your clients. So get that pen out and get to work!

Drop me an email or a handwritten note to let me know how this works for you.

Check Out the Power of Handwritten Notes was last modified: January 15th, 2014 by Deb Nelson

The Sky’s the Limit When Your Board Has the Tools to Give You the Help You Need

Entering the new year is the perfect opportunity to press the reset button and recharge your nonprofit’s board of directors. By letting each member of your board know exactly what action they can take to help you reach your goals in 2014, you can put your plan into motion and make this year a successful one for your nonprofit.

Your board of directors should include your most powerful advocates; give them the tools to support your organization and you’ll all be better for it. Here are five easy-to-implement tactics to move your board to action early in 2014:

Give your board of directors a printed list of your organization’s goals for 2014. (You’ve set your goals, right?) While sharing goals with your board sounds obvious enough, it’s amazing how many board members are banging their heads against the wall in frustration as they try to figure out what they can do to move your nonprofit forward.
Keep board members updated as you move toward your goals and celebrate small victories. Monthly updates at a board meeting can cover this: a brief recap at the meeting itself and a visual in your board packet. Include a graphic element for those who need images to get the full meaning of progress toward goals. Continued focus on your goals will keep both board and staff energized throughout the year.
Help board members spread the news about your organization’s good work. Have a mission moment at every board meeting: bring in someone who’s benefited from your organization to share how his/her life has changed thanks to your organization. This is a powerful way to engage your board – making them proud to be associated with your organization AND providing them with a great story to share with friends, family, and colleagues.
Ask each board member to call four donors to say thank you. If they get voicemail, simply leave a message and this job is done. If they get to talk to the donor, make sure you’ve provided them with talking points so they can speak to how the donor’s funds will be / have been put to use (see points 1 and 3).
Ask five board members to visit with three donors to say thank you and to update them about your organization’s work. (What’s that, you don’t have five board members? That’s a whole other issue.) This will help strengthen the relationships with supportive donors and board members.

Bonus tip number 6: schedule a coffee meeting with any board member who isn’t able to make a board meeting to keep them current with board activities. If a board member doesn’t have time to chat about your organization’s goals, have that tough conversation to find out whether being on the board is a good fit for you both.

You can see that these tactics are certainly not rocket science – you’ve probably had these ideas in the past. The difference this year is that you’re going to make sure they actually happen. Put the plan in motion, follow up, and follow through. You’ll be amazed by the number 0f new stories these simple actions can generate. Enjoy the ride and share your successes below or connect with me directly!

The Sky’s the Limit When Your Board Has the Tools to Give You the Help You Need was last modified: January 6th, 2014 by Deb Nelson

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