By Hope Katz Gibbs, president & founder
Inkandescent Public Relations
Illustration by Michael Gibbs, art director
Inkandescent Public Relations
Inkandescent Public Relations is PR / publications / media relations / marketing & design firm made up of creative professionals who are eager to help their clients get the visibility they need. Our staff of journalists, PR professionals, designers, photographers, videographers and web developers, all brings expertise to each account.
Before we dive in, however, we are quick to explain that for us to be effective there needs to be a goal, a strong plan, and a strategy as to how we’re going to accomplish our mission. In essence, we see ourselves as business strategists with a communications focus. That’s why Step 1 of my 12-Tip methodology begins with the strategy piece of the puzzle.
Step 1: Have a strong strategy — Know what you do, and be able to explain it.
1. As the owner of your firm remember, you are the keeper of the dream. So be organized, clear, and focused about what you do, what you are trying to sell, to whom you are trying to sell it, and why. It may seem obvious, but for many entrepreneurs their vision is complex and complicated. It shouldn’t be — at least, not when you are talking to anyone beside yourself. Write down your ideas and pick out the ones that will keep you in business. Then refine them. Keep your speech short (30 seconds is the rule). Read it aloud to your kids, spouse, friends, yourself. When you are happy with it you’ll have your elevator speech. Every business owner needs one.
2. Perfect your elevator speech. Keep it simple — 3 minutes or less — and tell a longer but equally pithy story about the founding and mission of your firm. Just as everyone likes to know how a couple met, they want to know what inspired you to create your company. Make your speech as passionate as possible about what you do — and others will care, too.
3. Write down your goals for this year on a piece of pretty paper to keep in your pocket or purse. Break down the list into the things that are both easy and difficult to accomplish. Then come up with a separate list for each that outlines how you are going to make them happen. Pull out the list on the same day each month and revise it. Remember, your business is a work in progress.
Step 2: Get the word out — constantly
4. Write, write, write about what you do and how you do it — in the form of press releases, monthly e-newsletters, blog entries, and social media outlets. This will let your customers know what you do that makes you unique, and it will also give you stories to pitch reporters (see more on that below).
5. Hire a good copyeditor. I have two. It’s the best money you will ever spend. No one — well, very few of us — can see the mistakes once they are written down. You see what you wrote … but everyone else will see your mistakes. Get it as close to perfect as possible.
6. Have a simple but consistent PR and marketing strategy and regularly add content to the markets you are targeting (via a blog, or monthly e-blast, for instance). If you are short on time, pick one target area to focus on and stick to it.
7. Know what your ultimate goal is — and keep your eye on it. Do you want to get into the news, make new contacts and clients, and / or make more money? Know which one is most important then keep your eye on that ball.
8. Create a media plan, but be realistic. Sure, it’s great to be friends with reporters (I’ve been one for 25 years and love to find terrific people to profile), but don’t count on the traditional press to get the word out for you. With publications going out of business daily and media holes shrinking constantly, having your name in a publication might not be the best way to get the word out. A better goal is to have a well-balanced PR / marketing strategy where you are in control of your brand and reputation. Media mentions are the icing on the cake.
Step 3: View your brand — logo, website, marketing materials — like a little black dress. Keep it simple, elegant, and filled with good stuff in all the right places
9. Everyone has a website, or wants one, but take the time to be sure yours is stellar. This is the first impression you’ll make on people, and it needs to be effective, intriguing, and filled with essential information. You don’t want your potential clients scratching their heads looking for info on what you do or how to contact you. Beware of flash websites. They may look good the first time you see them, but they are expensive — and few people want to watch the same movie over and over again. Be clever with your site, but your visitors get to the meat of what you do as fast as possible.
10. Keep your website up-to-date. Websites are no longer online brochures, so keep them current and full of details about the great things you are accomplishing.
11. Social media is the new new thing. But before diving in, have a strategy. It takes minutes to sign up for an account on Facebook, LinkedIn and Twitter — but before you do, know why you are embarking on this media strategy. Who do you hope to attract? What will you say? How often will you update your status? What will you Twitter about? Once you are clear on your methods and have a plan in place, go for it!
Last but not least: Remember the Golden Rule of PR
12. Always tell the truth. Reporters can smell a tall tale a mile away. Ditto for customers. No-spin wins. Be honest about what you do, why you are doing it, and share your expertise with the world. If you have a good message, and a sophisticated way to share it, the press and your growing clientele, will care — and they’ll keep coming back for more.