Trish Skram’s Blog

Yesterday I was asked by a local business professional to describe what makes me unique from my competition … in only a few words. Interesting, right? I think I squandered a bit. Bummer. Here’s the thing, the question wasn’t referenced to my employer, it was meant to me. What makes me different than other business professionals in the area?

I was in a “relationship building” meeting with one of the local businesses that I keep in touch with from time-to-time about their membership with Forward Janesville Inc., Janesville’s chamber of commerce. The meeting was to discuss membership discounts, events, community initiatives and opportunities. It ended up as a personal interview about myself. Don’t get me wrong I don’t mind talking about my company or myself when the time is right. I expect that, given my profession. But I was intrigued with the question, mainly because I had never really thought about that before.

As communicators, we know how important it is to have an “elevator pitch” and to be able to explain what it is that we do for a living. I do believe it’s important to be able to describe what we (or our business) can bring to the table in a clear, concise way. I just didn’t realize I’d ever be asked in only a few words. I have prepared myself for next time. Thing is, my mentor (and teacher) in college encouraged us to do just this in an assignment. I wish I had kept that paper. I’m sure it’s on a flash drive somewhere. It would be interesting to see what I said. Have those words changed? Not sure.

So how do you come up with just a few words? I took some time to look back through my recent LinkedIn recommendations, emails and “feel good” files and looked for common themes. If you don’t have recommendations or testimonials, you could get feedback by asking people you work with for just one word to describe you.

I came up with my few words to describe me: enthusiastic, creative, leader, motivator. Have you ever pondered this? Who are you, in just a few words? Share below.

Image provided by pewresearch.org

Technorati Tags: in a few words, professional advice for communicators and business professionals, Random "Trish" Thoughts, Who are you

The photo above is a snapshot of my “clippings file” in my office. No joke. I still clip.

Public relations and advertising are two very different fields that are many times confused for the same thing, very similar or just as effective as the other. We all know that. I’m not saying advertising is the wrong way to go. I highly suggest ad placement. A well-placed advertisement can bring exposure to a brand, business or event. Absolutely. However, good publicity or media relations campaign is a far more economical way to get a very different type of media exposure. I’m a “PR gal”—which way did you think I’d go? Here’s the thing: An ad is an ad and they work, but publicity is news. And news, in my opinion, is taken more seriously.

Here are seven reasons that publicity can prove to be more effective than an ad.

1. Publicity is free while advertising can be costly
2. A media article often times asserts more credibility than a paid ad
3.  Prestigious magazines, larger newspapers, TV, radio start to cover you over time
4. You’re offered a column in a magazine or paper for your (or company’s) expertise
5. You establish yourself apart from your competitors who don’t get publicity
6. Prospects, target markets and customers recognize your brand (“I saw the article in…”)
7. Most importantly, more people pay attention to your message

That’s my list. What would you add? Write your reasons below.

Technorati Tags: customers recognize your brand, establish yourself apart from competitors, media article, media messages, PR gal, public realtions writing, Random "Trish" Thoughts, seven reasons publicity is better than ads

Multiple studies still show that consumers and journalists are searching for and reading press releases. Thank god! So, optimizing press releases for a specific audience makes it easier to find online and therefore, more of an asset for communicating news and getting traffic to your company or client’s Web site. As we all know, the value of a press release has undergone a few changes over the years. However, press releases provide a lot of content to news search engines and can rank well in Google, Yahoo or Bing. I’ve been doing massive amounts of research for my company. I’m trying to find the best media platform(s) for online newsrooms, PR distribution, list building and monitorization. I’ve also been researching other competitor sites, and local and regional PR/marketing sites to find out how others communicate their news. I’m kinda overloaded with information - so while it’s fresh in my mind, I must reiterate how important online optimization of our news … really is. It only makes sense for marketing and PR people to understand and learn how to make press release writing easier to find through keyword optimization.

Frequently forgotten press release optimization tips:
• Clearly define the goal and target audience of the release. Public relations 101: it’s essential for every press announcement

• Use Google Analytics to find popular keywords. Find target phrases that work with your press release and tag them

• Add new media to the release. Like a photo, video or podcast in addition to the copy

• Use URL tracking tools like tinyURL, bit.ly or ow.ly

• Post to your online newsroom

• Write a blog version then include a link to the press release in your online newsroom. Same for Twitter, Facebook, Friendfeed or YouTube

• Distribute the release via a wire service

• Create a social media version of the press release. Personally, I like PitchEngine. But that’s up to you. (FYI – they offer a 30 day free trial membership if you want a taste)

• Monitor how the press release ranks online (e.g. social media mentions, clicks and other outcomes via Google Reader or Google Alerts)

It’s important to know that press releases are often picked up that have links embedded into other Web sites and blogs as content. It can result in direct traffic to your site. Remember, compelling content usually attracts more links so make sure headlines and your first sentences are creative and eye-catching.

Other great resources for online newsrooms and keyword optimization:

HOW TO: Set up a free online monitorization system - PRsarahevans.com

Pull PR and newsroom optimization tactics - toprankblog.com

How to build a better online newsroom – journalistics.com

Image courtesy of widgetblogger.co.cc

Technorati Tags: press release optimization tips, Public Relations Writing, Random "Trish" Thoughts

Many times, we get stuck in the same routine. The same song and dance. Same thing, different day. We’re all busy, overworked and probably over-tired so it becomes easier to stick to what’s worked in the past. It gets tough to look outside the box … between clients, meetings, events, research, pitching, email, etc—it’s even hard to find time for anything not work related these days. It’s easy to become so inundated in your routine that you never try to add to it. In fact, if I could give you a dollar for  every time I hear “That’s the way it’s always been done,” or “It’s just easier this way,” I’d be rich!

We all recognize it, right? With all that set aside, why are we so resistant to change? Why do we like routine so much? Why do we make excuses? I’m not saying routine is bad. In fact, routine should be your solid foundation. But you should also be willing to try new things. When it comes to creative thinking (especially if you’re in the advertising, marketing or PR industry) you should live a lifestyle or do a job that inspires you, motivates you or impacts others in a positive way. In my opinion, positive change comes easier that way.

Here’s how I challenge the norm:

If you’re stuck in an idea, open a dictionary, a magazine, newspaper or read a blog. Even if it doesn’t relate to the project.

Take a shower. Don’t think about it. Sometimes the best ideas come when you’re not thinking about them at all.

Don’t watch TV. It’s a destraction. Many of you will disagree. I think it just confuses us.

Bust out some tunes. Not death metal, but something smooth and upbeat.

Do something that you fear or doubt. The overwhelming sense of triump will leave you feeling like you can conquer anything. For me, it keeps the momentum going.

If you can’t focus, do some squats (or a walk would work). Find something that will get your muscles moving and your heart rate up.

Call up an old colleague or mentor. Or get out of your chair and chat with another colleague down the hall and shoot the breeze.

So, I pose to you, are you a change-agent or a routine- performer? Why? What helps you look outside the box at work, in life? All thoughts welcome below.

Photo courtesy of http://mediabistro.com

Technorati Tags: be a change-agent, Public Relations Writing, Random "Trish" Thoughts

The launch of Apple’s long-awaited tablet computer or iPad created a massive pull of ‘talk’ to the Web yesterday. Within minutes, the top trending topics on Twitter included “iTampon” and iMaxiPad.” Many people are criticizing Apple for its name choice. I, on the other hand, don’t think it’s that big of a deal

The New York Times, citing several women in the PR industry, said the name is making women cringe. STORY HERE

If you look at the banter on Twitter - it’s no wonder people are making this such a big deal.

My thoughts: I think Apple’s marketers have created a few challenges for themselves, yes. But, the fact of the matter is, Apple has been brilliant about focusing on the only brand that matters—its technology and its great products.

The point I want to make here is Apple’s big release yesterday has turned into a joke. I don’t think this ‘buzz’ was exactly what they were looking for. However, it’s what everyone is talking about. Do you think Apple’s communications people are REALLY that upset? After all, it’s creating ‘buzz’ … right? Do you agree? If you’re a woman, are you repulsed? Weigh in below.

Technorati Tags: Apple's iPad, Public Relations Writing

If you’re in public relations and/or media relations, you may have already or will at some point in your career organize a press conference when big news strikes. Hopefully it’s good news but sometimes we’re not so fortunate. When you have something to say that is new or needs to be communicated to your community FAST, it can be enhanced visually and through charismatic and knowledgeable spokespersons-that’s why a press conference is a great public relations tool. Let’s face it, there is no real formula to a successful press conference, but there are a few key points to consider that will help.

Last week, myself along with a few key individuals from within my department hosted, a press conference for my company. Learning of the news just 3 days prior to the event, it was a challenge but we managed to pull it off with ample press coverage and little snags along the way. I’m lucky to work with such amazing professionals. If you’re curious on our outcomes for this particular event, click here.

The most important factor to remember for a press conference or event is for the message(s) of your news to coincide with an issue(s) that may be on the media’s radar (timing). So, I’ve provided a list of questions to ask yourself when deeming if your news is worthy enough of a press conference and why?

Q1: Is this ‘really’ news?
Seems like a silly question, I know. But you’d be surprised how many PR people or management teams think certain things are really news, when in fact it is not. Do your research before you do anything! Talk with key individuals within your company and or client contacts. Find out what makes the news unique and how it compares to its direct competition. Does it enhance the industry, community or direct consumers? Think like a reporter, folks! Don’t just appease your clients. Would you tell a friend? If you’re still having a hard time deeming it as newsworthy – talk with someone who’s not in your direct circle of colleagues or friends. Talk to your spouse, far away relative or chat with your friends in the industry. Would they deem it as news?

Q2: Do I have statistical evidence to present to our audience?
Reporters LOVE statistics. And if you don’t provide numbers, they will ask. If your spokespersons aren’t prepared, you have a big issue on your hands because the messages could be skewed. Be sure to use good audiovisual materials to enhance your information. Charts, graphs, pictures, and other visuals should be large enough to be seen from a distance or provided in the press packets or media kits. They should deliver the point you want to make in effective and attractive ways.

Also, don’t hold a press event without materials. Be sure to put together media kits or public relations writing that includes an agenda, background information on the issue being addressed, brief bios of your panelists or speakers and other materials that support your issue.

Q3: Do I have the right venue?
Make sure the venue is appropriate. Is there parking nearby, many entrances, etc? If inside, a small room is better than a large room. Know how the room is set-up (a podium, sound system, good place to hang a banner). If the event is outside, be sure there is space for people to gather, what is the best angle for visuals? Is there room for cameras? How is the lighting? Audio? Don’t make it hard for reporters and journalists.

Q4: What’s the appropriate time to host an event with this kind of news?
Make sure the location you choose will accommodate the media. Research reporter deadlines and circulation. In my experience, a news conference should be held in the morning or early afternoon so the media have time to develop and edit their stories. Monday through Thursday are considered the best but I’ve found that Friday works too. Always allow extra time with your spokespersons for interviews before and after the conference.

Q5: Do I have enough time to pitch? Will it be picked up?
The way you get the word out to your media lists is very important – we all know that. Announce the conference with a news release, but hold the important information for the event. The invite or press release should be released 3 to 5 days before the event to give the media enough time to schedule a reporter to cover it. However, news isn’t always so convenient. You may only have a day or a few hours so be prepared to work fast. If you do have time, follow up with a phone call the day before.

Q6: If I hold a news conference and no one comes, will I lose face with the spokespersons as well as with my media contacts?
It’s simple. Yes, you can! No one like to be embarrassed or lose credibility, which can be lost fast with both your spokesperson and media contacts if you lack attendance. I’ve held a press event with little attendance, yes … and it was because the news was over communicated prior to the event, making it less newsworthy. Be sure to weigh other news as well. What’s happening in your community? The field? Will it outweigh your news? Ask yourself these questions before hosting and organizing. The last thing you want to do is lose your credibility in the midst of poor planning.

Q7: Are my spokespeople interesting to watch on TV or listen to on the radio?
Feature good speakers who are experts or community leaders. Always ask yourself, “Is this person interesting enough to watch on TV or listen to on the radio?” Before the news event, discuss the agenda with your speakers, explain the questions they might anticipate, and practice the answers they should provide. Develop talking points that communicate your key messages. Make sure that each speaker is addressing a different topic and not repeating information given by another speaker. These points may seem basic, as we’ve learned them and lived them day-to-day, but you’d be surprised what we can lose sight of when things get busy.

Q8: Are my spokespeople prepared? For anything and ANY question?
This is challenging and the most difficult part of a news conference. If you don’t prepare your spokespersons with a list of tough or controversial questions, you could be setting your, your client organization up for failure. Go through a mock Q and A. You may have to switch up your spokespersons in the last minute and that’s OK. The last thing you want to do is turn your positive coverage into a negative.

Photo courtesy of http://istockphoto.com

Remember, these are a list of the questions that I used in my experiences. So, what would you add? If you have tips to add that have helped you in your job, please share.

Technorati Tags: how to host a press conference, media relations, public relations, Random "Trish" Thoughts

Did you know that one-third of Americans online use social media for health information? And the number is growing. In fact, a recent study shows that there were 90 million health care consumers in 2004, and now there’s 160 million.

This blog idea sprung from a post I read from MarketingCharts.com, “One-Third of Online Americans Use Social Media for Health.” According to new data from Manhattan Research, patients and caregivers are empowering themselves in record numbers when it comes to managing their own health and the health of their families. Great data, right? The Internet is surpassing physicians as the most popular health resource. Wow. If you’re a health care marketer or public relations person, why wouldn’t you get involved?

If used correctly, the right social media tools can ensure your patients, customers, employees and stakeholders extract more brand value. There are three main reasons why my social media team at Mercy Health System decided to get involved in 2008.
•    Brand recognition
•    Stakeholder engagement
•    And well, it’s FREE.

With that said, over the course of 15 months of research, testing and engaging in online conversations for Mercy, I’ve concluded that there are five great tools that every health care PR person should know and use.

Blog
Simply stated, blogs are a great way to get timely, relevant and unique information about your organization to a mass audience. Mercy Health System launched its blogs in May 2009. So far, our three blogs are averaging over 500 clicks a month. Our Rock County blog alone has over 900 RSS subscribers. That’s almost as powerful as a costly ad in a local paper! But be careful; don’t talk at your audience on your posts. Remember, a blog is a place to encourage thoughts, ideas and most importantly, share and encourage information. Ask questions, make it personal and post frequently. Don’t use it as a news feed, that’s not what it’s for. Be engaging. Check out http://wordpress.com if you’re interested in setting up a blog. Note: These hosting sites are free.

Twitter
There are so many great uses for Twitter. For a health care PR person, it’s been an amazing opportunity to get real-time news, make connections and engage in conversation. For example, journalists, reporters and editors are increasingly getting involved in Twitter. It’s been a great resource for me to build relationships with the media and use as a pitching platform. In June, I used my Twitter account to connect with reporters when we were gearing up for our first live tweeted surgery. Our Twitter page had 1,100 followers before the surgery, and ended up with over 1,400 after the surgery. Media outlets from our area also tuned in to our live “Tweets,” blog posts and Facebook updates and we ended up with over 600,000 media impressions in two days. Many of those connections I wouldn’t have made if it weren’t for Twitter.

Facebook
Facebook is another wonderful platform to engage in conversation and share timely and relevant information with those who are interested in your organization. Build a fan page, share news articles, post photos from your last community event. Your patients and stakeholders are online. You can provide a comfortable setting for your fans and friends on Facebook to engage in conversation. You can find out a lot about your audience by listening, commenting and monitoring your fans and followers on social media networks.

YouTube
People love video. Video is powerful because it can capture true emotion. Many people prefer to watch a video than read an article. As health care pros, we have the opportunity to share patient stories and experiences. You can do that with video in such a beautiful way. Most importantly, they are extremely viral. For example, Mayo Clinic had an amazing run on YouTube when Fran and Marlo Cowan (married 62 years) played impromptu piano together in the atrium of the Mayo Clinic. Today, the video has over 5 million hits. Talk about viral marketing, folks!

Webinar/Conferencing
As mentioned above, your patients and customers are using social media. Hospitals can utilize social channels to answer health care- or illness-related questions or simply provide medical information. We’ve recently dived in to webinar conferencing for various health care topics. So far, a majority of our participants are 65 and older. Again, your patients and customers are online and they are becoming savvier every day.

If you’re in health care marketing and public relations you understand that the word, free, goes a long way. Not one of these tools (excluding our webinar hosting site) mentioned above involves a dollar amount. If you’re like most organizations, you probably pay a company to distribute your news releases. If you’re paying for those services, why wouldn’t you take advantage of a free tool like Twitter and Facebook? Think about it.

If you haven’t already, I strongly suggest you set up personal accounts with a majority of these tools. Just dive in and start making connections. You will begin to find out the benefits as you move along.

What online tools have you found worthwhile?

Technorati Tags: health care PR/media relations, Mercy Health System, Random "Trish" Thoughts

For those of you familiar with “Napoleon Dynamite,” you probably appreciate the title. In the film, Napoleon says to Pedro, “Girls only like guys with skills” after discussing prom dates. Well, that line might hold some truth. But besides nunchakus (or nunchucks) and computer skills (as Napoleon would say), good managers only like employees with skills … good communication skills that is.

I was inspired to blog about these “skills” based on a question posed at #u30pro chat last night on Twitter (a shout out to the #u30pro community … woot!)

I think it’s so important to recognize skills we have acquired (good or bad) over the years from past and current managers. You’ll be amazed with how much you learn about yourself, how much you’ve grown, how much more enhanced your natural skill has become and how much those skills have changed your goals and aspirations. So, here goes. Top 6 skills I’ve learned from great managers.

Caption: Halloween 2008. I still laugh at this photo whenever I see it!

Always listen … attentively. And always make time in your day to listen to others. No matter what. You’ll be respected, more approachable and you’ll be looked at as someone people trust and look up to. Listening can also be a great research tool.

Seek challenges. Even when they make your job harder, busier and more stressful. It will bring out the best in you, even if you fail at the challenge. As they say: if at first you don’t succeed, dust yourself off and try again.

Be open-minded. I’ve said this many times in previous posts. It’s a skill that enables us to achieve more success because we can perceive things as others see them.

Keep dialog positive. Don’t let negative conversations with colleagues; co-workers and clients outweigh the positives. Point out more positive aspects than negative in almost all situations. Constructive criticism is best. Avoid being too snarky (if you can).

Know the value of a team. A good team creates strong alliances and eventually will bring you everything you need in a good working relationship. Professional and/or personal, surround yourself with people who will take you higher.

Be a relationship-builder. Most important skill in my book. Need I say more?

What is #u30pro? Spearheaded by @cubanaLAF and @davidSpinks, #u30pro is a forum for young working professionals to discuss how to bridge the generational gap, demolish stereotypes and break down differences in the professional workplace. I think you’ll be interested in this forum - check it out!

What skills would you add to my list? Please comment!

Photo courtesy of http://fanpop.com

Technorati Tags: PR people in Madison, Random "Trish" Thoughts, top skills for communicators, WI

You get a message on Twitter that says, “thanks for following me. Find out how you can get a following or get friends on Facebook by clicking here …” or “Need more success? It’s easier than you think. I’ll give you my secret guide for FREE! Click here …” Ugh. Lately, Twitter has been notorious for direct messages like this AND spam avatars who send out messages that are just plain annoying. Sad but true.

But it doesn’t stop there. In this day and age, there are a lot of folks out there looking for a quick buck and they’ll do anything to make you think they are your go-to business success answer. Again, sad but true. There’s a lot of warning signs to find out if your social media (SM) consultant is a fake (or well, not worth the investment). These bullets are based on how they portray themselves online. Here are a few key things to look for to find out if your SM person is a fake.

Google ‘em. Are they there? Simply stated, folks. Do they show up a few times? Better yet, do they show up at all? If not, you’ve been bamboozled. If they don’t have solid links to justify they are indeed a SM expert, they probably just discovered social media in the last six months. Google or any search engine can really be on your side in this case.

Their connection ratios are off, way off. Example: If they are following 4,000 people on Twitter, but only have 200 or so following them. Or they have a Facebook page but, it reaks of bad character (e.g. no comments, interaction, friends, links)? I know a few SM/PR people that only have 500 followers, but they follow back hundreds as well. You don’t have to have 10,000 followers or friends to know what you’re talking about. It’s how and what you say when you tweet. You can really tell a lot about a person by how and what they say when they tweet. Really, folks … would you dine with a chef who didn’t even eat their own food? I think not. Read their feeds and ask yourself these questions:
• Are they sending out quality, worth-while educational links that pertain to your industry?
• Do they engage in conversation with other people (especially other social media professionals?)
• Do they tweet at least once a day?
• Do they talk about their own SM success stories?

They claim to know everything. Nobody knows everything about social media. Not even the best of the best. Social media is evolving every day. It’s shifting constantly and making new paths. It’s impossible to know EVERYTHING. It’s a good thing to not know everything. It shows they are willing to adapt, change and most of all, learn.

They call themselves a “social media guru.” WARNING! WARNING! WARNING! Watch out for the over-excessive, boastful, have-no-idea-what-I’m-saying powerhouses. Professionals who show a thing or two about social media for you (or their clients) but have no personal online presence themselves is like saying you endorse a product and say “it’s the best” when you’ve never tried it or believe in it yourself. Eek!

All talk and no strategy. Or no talk about what you want to accomplish. It’s easy for agencies to drum up business with clients who have no solid knowledge in SM strategy because they tell you a blog is necessary because, well, everyone else has one. I sometimes get this within my own company. Executives think we should dive in to all tools, when in fact, it’s not necessary because it doesn’t fit the strategy or mission. A good consultant will make sure your goals align with your mission and vision. That’s where true, effective social media success stems from.

There are several more warning signs, folks. @PRsarahevans of Sevens Strategy and @skydiver (aka Peter Shankman) put together a more expansive list in July.

I’m not sure there is such thing as a social media guru or expert because the SM work is changing so much. What do you think? Weigh in below via comments.

Image courtesy of www.seobook.com

Technorati Tags: fake SM consultant, PR gal, public relations, public relations professionals in Wisconsin, Random "Trish" Thoughts, SM posers, social media

Sarah Evans of Sevans Strategy (aka @prsarahevans) changed up today’s Commentz due to a conference in Chicago and the fact that she’s battling a nasty cold (poor thing) AND I couldn’t be happier. I love change! Anyway, she asked that we think about the current state of the PR industry and jot down our perception. This task is great for my readers and subscribers—for sure!

The fact of the matter is … PR (in my opinion) is the best and most cost-effective way to build reputation, create genuine dialogue and relationships with your stakeholders and builds the bottom line.

Now, PR Week (and other PR industry media outlets) may say that the PR industry is suffering due to the current economic slowdown. This may be true, considering financial reports show a decline in PR revenue at major communications holding companies. I disagree. I think the PR industry is thriving, I think it’s evolving rapidly into the PR 2.0 realm and we should embrace what’s ahead. What’s ahead, you ask? Here are my thoughts:

Beth Harte (aka @bethharte), mastermind in the PR 2.0 field (again, my opinion) is a great way for me to explain where I think the PR industry is now and where it’s going. I started following her and her highly engaging weekly Twitter chat, #pr20chat several months ago and found it to be the tip of the iceberg for what’s ahead.

Back in July, she posted a blog on “The Harte of Marketing,” where she explores what traditional PR is and what PR 2.0 is. Like a nail on the head—I was inspired. And I’ve been moving my way in that direction ever since.

PR isn’t just a smile, good networking skills and knowing how to tell a story that makes an impact. It’s being able to execute PR tasks with strategy, commitment, proactive leadership and intelligence. Social media relations and Web 2.0 technology has combined both traditional PR and Web 2.0 into a beautiful little bundle of opportunities that everyone should at least recognize and embrace.

Now I’m not saying social media relations will become a sole discipline of the PR industry, but I do think it is propelling an entirely new way of creating relationships and communicating. That doesn’t mean that everyone has to be an expert. Hell, I’m certainly not!

If we, as PR practitioners, can learn to expand our capabilities and understand how our profession is changing, we’ll be golden! PR industry? SOARING!

By the way, read a very interesting PRSA article today and it’s creating massive Twitter buzz in my community, “Status Update: Millennial Staffers Can Update Your Social Media Plans.” Interesting angle and (in my opinion) a prime example of how social media is still being misconstrued by our mainstream PR leaders. Curious … what are your thoughts?

FYI: @prsarahevans will compile responses in tomorrow’s Commentz in “thoughts for the day.” If you’re in the PR or communications profession and you’re not familiar with Commentz or Sarah Evans, I HIGHLY advise you check her out! She’s a mover and a shaker!

Photo courtesy of www.terinea.co.uk/blog

Talk soon, Trish

Technorati Tags: Beth Harte, PR industry news, PRSA, Random "Trish" Thoughts, Sarah Evans, Sevans Strategy