1.                  Public relations retains many times the value of paid advertising due to its credibility.  Public relations is the alignment of a business’s products, service and values with the needs of its customers.  It builds brands through “earned transactions,” notably publicity through news, whether in traditional or social and online media, while advertising is based on paid transactions.  Having been mediated by an editor or other objective party, public relations bears the stamp of authority of third-party endorsement or word of mouth.

2.                  Content rules the online universe, and who better than the professionals in public relations firms to provide quality, well-crafted content that delivers real value to readers?  When a company has somewhere between 140 characters and a 300-word blog post to create a compelling, meaningful message, every word acquires more heft.  No room is available for meandering prose that doesn’t captivate the reader and quickly make important points.  PR firms hire pros who are trained in journalism and also have a spark of creativity that makes headlines and copy sparkle.

3.                  If content rules, search engine optimization, SEO, is the power behind the throne.  Companies can’t just launch a website and hope for miracles.  They need public relations professionals on their side who will assure every page is optimized for search engines, and news releases are delivered with judicious use of keywords.  Reporters and customers are using search constantly – it’s the No. 1 online activity, and Google is by far the leader in this sphere.  Even if your content is amazing, it may be lonely and undiscovered without the essential traffic direction of good SEO.

4.                  The “relations” in public relations are more important now than ever.  Relationships with journalists and knowledge of the best ways to deliver the message are PR specialties.  The mass emailing tactics of the past no longer work; public relations professionals not only have the media lists but also know how to segment them to reach specific editorial contacts with specific messages.  A 2011 survey of journalists worldwide found that while social media is gaining in use, public relations firms were still the number one source reporters use for their stories, and news releases were cited as the first stop in writing a story. 

5.                  Social media is full of possibilities and fraught with peril.  Whether a company is a multi-billion-dollar brand or a local retail establishment working to build a brand, those in charge of the social media messaging need to know the rules of the road.  PR pros can offer the counsel on how to use social media platforms to listen to customers, avoid pitfalls and, returning to the original definition of public  relations, how to align the company’s values, products and services with the needs of its customers.  Public relations is about building your brand through earned credibility and trust – and that can never be bought.

1. Everyone likes gifts and cards – especially if they’re personalized. Check out Send Out Cards for options to personalize your cards with photos and customized messages. Make this holiday the season to reconnect with customers, tap into your database and show them appreciation. This is especially important for you as you are the face of your business. Do something that will make you and your company stand out; feature a photo of a community landmark or local beauty spot. Take the time to hand-sign your cards and add a personal note. The extra thought goes a long way! Consider a mix of online and paper cards; the online message saves trees and money, and the hand-signed cards sent to a limited number of people will differentiate you and your business with your top clients and prospects.
2. When it comes to client gifts, buy items that are have lasting value. Food items are consumed, and the box with your logo quickly goes away – plus holiday snacks are largely unhealthy. Choose something enduring, and better yet, large enough to show your logo from a distance. Some examples are executive portfolios, umbrellas, backpacks, picnic baskets or briefcases. These items are durable and go out into the community with the owner, acting as a mini-billboard for your company. If you have a more limited budget, consider giving away your value in the form of a calendar that has one piece of savvy business advice for each month of the year. It’s not too late to order a calendar online to which you can add your logo, photos and wisdom (www.calendarworld.com).
3. Consider holding a drawing for a gift certificates for an hour of your consulting services either at your own holiday event or a chamber of commerce event, as they often feature raffle prizes. This allows you to collect business cards from the attendees; post one of your staff at a table in the front of your office to greet people and request their cards.
4. Make it a contest. Give away an hour of your consulting services to the person who donates the most cans of food at your holiday event food drive, or make a random selection from those who comment on your blog if you have one (and this is another reason to have one!)
5. Be a holiday charity drive collection point. If your business has a visible location, offer it as a collection location for a holiday fund, food or clothing drive. The value is enormous for your company as you’ll be mentioned in all of the event promotions, and your reputation and value will be enhanced as a strong corporate citizen through your support of a worthy cause.
6. Partner with a local nonprofit for your event. Ask guests to bring a nonperishable food item for the community food bank or a used coat in good condition for the community coat drive. Invite the local high school honor chorus to sing if you have the space; give a donation to the school music program for this service. Feature a nonprofit such as Susan G. Komen for the Cure® at your open house with a “Sip and Shop” opportunity to sell stocking stuffers. Raffle off donated gift baskets and give the proceeds to a nonprofit.
7. Leverage your social media connections for holiday public relations: post photos taken at your holiday gathering on your business Facebook page, and tag the guests. Send the photos to your local newspaper, as well, if it has a weekly business networking section. People love seeing their names and faces in the media, whether social or traditional outlets. Be sure to include the name of attendees’ businesses if you’re sending to the newspaper.
8. Start a discussion regarding holiday-related business suggestions on your LinkedIn group pages – If you’re an accountant, discuss whether client holiday gifts are tax-deductible. What’s the best small business advice to consider while planning for 2011? If you have a blog or page on your website for posting articles, do this as a Q&A and post the link to the blog/article on LinkedIn.
9. Approach holiday networking events with purpose. If you’re hosting the event provide two timed opportunities within the event for people to divide into small groups of 2-4 people, exchange cards and give 30-second elevator speeches, telling who they are, what they do and what makes them unique – and their major goal for 2011. This is the eWomenNetwork way to get to know people and their businesses, and it works. People enjoy this more organized opportunity to make new connections. If you go to holiday mixers, wear a conversation-starting accessory such as a festive piece of jewelry or scarf, or for men, a splashy holiday tie. Ask people what their biggest business or personal dream for 2011 is – you’ll get some surprising answers and attendees generally enjoy this as a way to break the ice. You may find ways to help others as well as discover new resources for your own business in the process.
10. These last few months of the year are the best time to plan your public relations initiatives for the coming year. Brainstorm all of the ways you can amplify your business brand, value and purpose through your website, blogging, social media, traditional media, special events, speaking engagements, newsletters, e-newsletters, contests, community partnerships, sponsorships, seminars, webinars and more. The opportunities are limited only by your imagination, time and budget – although many public relations initiatives are free or extremely low-cost. Build your public relations plans into your 2011 calendar now, and you’ll generate results and growth in the coming year!

Give away your expertise
Offer a free monthly e-newsletter or tip sheet with your top business tips of the month. Promote this on your website, your business cards, whenever you’re out meeting people. Offer real value in your newsletter, and make it available to everyone, not just clients. This is not a sales gimmick, although it will lead to sales.

Blog your expertise
Few tactics will be more powerful in enhancing your visibility and driving your firm’s website higher in online search results. Blog as regularly as you can; in the online world, content is king. RAN ONE makes posting new content simple through a multitude of online resources. Your blog provides a free platform for communication of your know-how and background. Yes, the operative word is FREE. WordPress at www.wordpress.com allows you to construct a quick and elegant blog foundation that easily can be linked to your website. Building and maintaining a blog requires knowledge and time, but it’s a brilliant investment for any business on a budget.

Add testimonials about your expertise
Ask your best clients to tell their stories about how you helped their businesses. Take them to lunch and interview them; you’ll be thanking them for their business at the same time. Add a photo and company logo to each client’s testimonial, and it becomes a win-win promotion of their own success along with yours.

Promote your expertise in your local media
Position your business skills in your hometown media. This includes your daily newspaper as well as local business publications, free suburban weeklies found in many markets and local radio and television outlets. Send brief news releases and photos announcing your firm members’ promotions and recognitions, firm innovations and new services. Write guest columns on business topics; the current economic tumult provides opportunities for anyone with credible advice for small businesses. If a current event comes up for which you have background and information, send a brief news release with your perspective and offer to be available for interviews.

Remember that you have valuable intelligence, skills and background that are highly prized commodities in business, especially in a challenging economic environment. Communicate your value, make a consistent public relations plan part of your business growth strategy and your business will garner results.

Great news! You’ve been asked to be interviewed for a local broadcast news program. Even if this is your first time ever in front of a news camera and your immediate and primal reaction is nausea, you can prepare yourself to be a star when it’s time for your closeup:

1. Three things: Be prepared with three key points that you want to make. You should know the topic of the interview, and most reporters will give you a general idea of questions in advance, which is not the same as giving a list of questions in advance. News reporters and producers want spontaneity, and journalistic ethics also are involved. If the questions asked by the reporter don’t allow you to make your points, it’s OK to bridge from another point or to add, “I do want to make a couple of important points…” Editing may allow inclusion of your points, but only if you say them. Some reporters even ask after the final question, “Do you have anything to add?” But don’t count on it; make your points.

2. Eyes are the window: Look at the reporter who’s interviewing you, not the camera, unless you’re in the unusual circumstance of being interviewed via satellite or from a remote location. Keep a natural eye contact, avoiding looking down or to the side.
 

3. Prepare in advance: What questions are most likely to be asked? Brainstorm even off-the-wall possibilities, and practice with a friend or family member. If you have access to a video camera to review your performance with another person, even better.

4. Think in sound bites: These are the seven to 20 seconds usually allotted for an answer on the news. Don’t memorize material, but do have important facts and brief anecdotes in mind. Stories and examples bring more life. Ideally, an interview should be an educated, engaging conversation.

5. You’re the expert: You’ve been asked to appear due to your position and expertise, so you’ll very likely know the answer to any question thrown your way. If not, pause, take a breath, and say, “I don’t have that information now, but I can get an answer to you later today.” Chances are good this will be edited out of the interview.

6. Watch the news: Make some time to take notes on people who are interviewed on national news programs, morning and evening. Notice what makes people look and sound credible and convincing. Watch body language. You’ll observe that engaging interviewees often lean forward a bit and have an open body position, arms not crossed defensively but relaxed at their sides or, if seated, on their legs, overlapping a bit. Crossing legs at the ankle if seated will help improve posture. If standing, keep knees a bit flexed and one leg slightly ahead of the other to help prevent swaying from side to side – or fainting.

7. Read faces: When you’re looking at television interviews, notice facial expressions. It’s great to smile, if appropriate, but expressions should match the topics. If someone is citing cancer statistics, smiling isn’t congruent with their words and can be reminiscent of an insincere beauty pageant contestant.

8. It’s all about your expertise – and your outfit: Show up looking business-presentable (unless you’re an athlete or actor and have the uniform or costume for credibility). For women, that means a tailored blazer or shirt, avoiding tight knits or party looks. You want your clothes to not distract; you want them to say, “I’m a competent professional.” For men, a suit or blazer and shirt with tie are almost always the right choice, but if you don’t ever wear a tie, go with a tailored shirt and blazer. Solid colors are best for everyone. Avoid prints and stripes (except for ties). Avoid black and white, which don’t look as good on camera as color – it’s color TV, after all!

9. Makeup is your friend: Women should always wear makeup; outdoor light and the bright lights of the studio can have a bleaching effect. Men should consider powder to eliminate shine – including top of the head! Women should avoid shiny earrings or those that move and bracelets that jangle, which can be a distraction.

10. Finally, be confident: You know your material. Take a minute to be friendly with the reporter and treat the interview as an opportunity to bring important information to the reporter and viewers. You are the trustworthy, believable, knowledgeable representative of your organization, company or cause. Believe it, and your confidence will shine!