We are living in a time of the greatest uncertainty that many of us have ever experienced. For most people, much of life beyond the present day is a question mark. Opacity and a lack of communication lead to mistrust and frustration.
The people who deliver clear information with genuine caring stand out and attract our attention. They represent the beacons of light, warm hearths, and steady presence that we crave at times like this. One doesn’t even need to have all the answers if a bit of direction, comfort, and confidence is conveyed. Some understanding of what lies ahead, even if it’s challenging, helps us to prepare.
Reputation Management and The PPP Loan Disaster: How Some Large Companies and Banks Alienated Small Businesses — An Opportunity to Make Amends
Update 4/23/20 — Since yesterday, more of the large companies that received PPP loans have vowed to return them, including Kura Sushi, Sweetgreen, Ruth’s Chris Steakhouse, and DMC Global.
When you are busy running your business, it can be challenging to take a step back and assess it as a total stranger would do. People often develop their marketing and publicity initiatives from the position of what they want to communicate or accomplish. This is only half of the equation if you want to be successful.
As a media trainer, presentation trainer and pitch coach, my work with every client begins with gaining an understanding of who they are, what they represent, what they want to communicate and where they want to go. Then, we look at what people (such as customers, investors, employees and media) will want from them, which enables me to help them shape their messages and refine their delivery.
People sometimes become so fixated on what their competitors are doing that they get desperate and resort to unethical, and even fraudulent, practices to get the inside scoop on them.
While it’s good to know who your competitors are and what they offer so you can differentiate yourself, it’s not a great idea to copy what they do. What you need to know about competitors to differentiate yourself is usually available online.
Much is said about committing to your word in business. It’s always been important and has become increasingly so in today’s transparent world.
While most of want to keep our word every day, we sometimes set ourselves up for failure by promising too much, too soon. When working with the media or clients, your word is everything!
Committing to your word:
If a new project or opportunity comes along, think about whether or not you really want to do it. If you don’t, you’ll have trouble sticking with it and honoring your commitments. If you don’t light up at the thought of taking on a project, let it go and leave room and time for the things that will. My experience in my PR firm has been that when we pass on what’s not right for us and refer those people to other PR firms, great new clients appear.
“Present yourself as vital and ever evolving, and people will be magnetized to you.”
When I wrote these words, I was in deep thought about the qualities and actions that attract people, in preparation for the free teleseminar that I held last year.
When people show that they are continuously evolving, they capture the attention of others. Businesses are the same because, after all, businesses are the creations of people.
At one point or another, most people who strive to achieve great success in business, the entertainment industry, philanthropy, or almost any field, want to the point where they magnetize all that they want to attract.
In my work with heads of major companies and very wealthy entrepreneurs, and when studying people and companies that have thrived, I found that there are specific actions and philosophies that they have in common, and they build their fortunes on a strong foundation, but there are 3 very important steps that they take once they have the mission is set.
If you want to change your business quickly, quickly change some of the things you’re doing.
Business growth tip # 1:
Look for the hidden gems — products or services you can create easily or re-purpose.
- Most business owners and executives overlook some of the very valuable services they could provide because they take their own knowledge for granted and, possibly, assume that “everyone knows that.”
- Product-based companies can usually find new uses for their products or they can tweak them slightly to re-position them.
- If you look at your current offerings and listen to what your customers/clients ask you for or praise you for, you will probably get some ideas for new products or services to add to your offering.
- Don’t be afraid of a product that has a short shelf life if you can flood the market and achieve a high ROI. Not everything is meant to last forever.
Business growth tip # 2:
Conduct a monthly “awareness audit,” and amplify your presence.
Eric Clapton sang, “It’s in the way that you use it.” While this applies to many things, it certainly applies to what you do with press placements.
One of the best things about getting press coverage is that you can use it to help your business in a multitude of ways. Certainly, good press placements can help new clients and buyers find you, so you can experience an immediate burst in sales. However, there’s so much more that you can do to maximize every placement you get.
Being featured in respected media outlets raises your esteem in the eyes of most people because they know that most reputable TV shows, radio shows, newspapers, magazines and web sites will conduct some research before interviewing someone. So, if you’re featured as an expert or your product is selected for inclusion in a magazine, you’re getting a third-party endorsement from the media, who are thought to be “in the know.”
To learn how to use press placements, once you get them, read on.
Ten Great Things To Do with Press Placements
1. Post a scan of the print article or a video or audio clip in your online press room. If you don’t have an online press room yet, I highly recommend creating one, especially if you want more press.