ePerini March 2012

VOLUME 3 MARCH 2012

ePerini Newsletter taking public relations to new levels

perini & associates

Give Senior Executives What They Want

"Can you speak the language?" We aren't talking necessarily here about English or Spanish, though if your organization is international, then maybe so. The language I am referring to is the language of your boss, CEO, organizational leader or business client in terms he or she understands.

In this time of increased accountability, communicating public relations strategies, programs, and activities in terms the "4th Deck" (borrowing from a Navy term) or "Top Floor Executives" understand, is vital to helping keep a seat at the table with other decision-makers. It also often results in increased PR budgets and resources as well, if you use the correct approach when it comes to executive level language.

Here are several tips to keep in mind when discussing public relations with senior leadership.

Give them what they want. Senior level executives understand and expect to see numbers and data. So, provide them the details in a user-friendly format. Make it easy for them to see the bottom-line. Always come to the table with recommendations. Don't just lay out a problem without having thought through what needs to be done to solve it.

Understand their timeframe. Senior executives don't often have a lot of time. So, keep your meetings brief; 15-minutes or less. Also, give them a one or two page summary, again with the bottom-line up front. Graphics or other visuals often help in getting key points home both for a face-to-face meeting and a leave behind document that the boss can refer to later.

Explain why it matters. When you want approval for a new website, print ad, special event or social media support, for example, the 4th Deck will want to know how these tools will help drive their agenda. Don't just say, "We have to do this because our competitors are." Explain how these tools will allow for meaningful conversation which will have a positive impact on your organization or industry.

Provide updates. Providing periodic updates that chart progress is also critical and meaningful to senior executives. Deciding on the frequency of reporting is key. Weekly, monthly or quarterly makes the most sense. Remember, the report needs to be concise, visual and contain information that showcases the value of public relations.

Yes, you can speak the language of senior executives. Start today.

Mike

Michael B. Perini, ABC

perini & associates//719-6515943

taking public relations to new levels

IN THIS ISSUE

Dun & Bradstreet - CCR

Clients. Interns

Two Way Street

5 Ideas to Re-Connect
A Public Relations Must!

People: Group

Yes! I know everyone is busy. I had a boss who told me once, "eating and sleeping is a sign of weakness." Well, I think he was a bit off...but not by much.

Working to stay connected is extremely important in this fast-paced world in which most executives - regardless of business size - find themselves. You can't keep that connection going with only a piecemeal effort.

Remember, it's not merely appearing at a networking event. It is about interacting. When you interact you meet new people. But then, nothing happens, right? The good news is that you went to a networking event. The bad news is for most people that networking event is the last step, rather than the first. Hopefully, you got a conversation going. And, importantly, you got a business card or two with good contact information.

Trying to re-connect, follow up and stay in touch after a networking event is an important relationship building step. So, how does one stay connected? How do you cultivate a relationship that pays dividends in the future?

Hope is not a strategy. Hoping that something will come from your networking efforts is not enough.

Researchers have documented bottom-line benefits from effective follow up. A 20% increase in some businesses have been reported - but only after they had been together for a year or more. In other words, reconnecting takes time. So plan for this effort in your daily and weekly schedule. One to two hours minimum.

Here is what works for me and I would suggest you try these five ideas over the next five weeks:

1. Put out a newsletter. An electronic newsletter is a great way to stay connected. You can highlight successes, new services, new staff and products.

Once a month or once a quarter will do the trick. The newsletter should go to customers, potential clients, professional colleagues and vendors.

Read more.

How To Throw a Pre-Opening Reception
Raise The Bar

A great public relations tool to develop and maintain relationships is hosting a pre-opening reception. We just lead an effort recently for a upscale business that had moved to a new location. The tips below work for any type of business; small or larger. And, these ideas work regardless of type of industry.
People: VIP Party

First, why go to the trouble of putting on a special event? Here are three great reasons.

1. To express appreciation to your employees.

2. To thank your vendors and sponsors.

3. To build that all important "fan" base.

Sure, this activity takes time but in the end, if done right, will create buzz about your business and drive customers to you.

These few small adjustments to your pre-opening reception can have a huge impact. I recommend you follow this advice to fast-track results. Read more.

Why Use Video To Promote Your Business

Here are a few examples

Do you own a business? Have a website? So why not consider video marketing? You have read from previous ePerinis the value of integrating video into your marketing program. Here are some great examples to get you started:

1. Testimonials - Ask customers or clients to give you quick 1-minute videos of their feedback. You can also interview them about your business for a more structured testimonial.

2. Product Demos - One of the biggest drawbacks to buying online is that you can't actually test the product. Bypass that objection and demonstrate your product on video to help increase sales.

3. Education - Use video to educate your market on the use of your products. Lead them towards the sale by answering their most frequently asked questions and objections.

4. Commercial - Done correctly (meaning compelling with a clear call to action), commercials for your product or service can be very effective.

5. Business Overview - One of the first things many people look for is who they are buying from and what they stand for. Let your potential customers learn about you and your business through a business overview.

So, basically, if you aren't using video in your public relations program to build awareness and drive support and/or business then today is the time to start. What are you waiting for? We have been asked by a number of clients to produce videos. This video below is just one example of how this medium can create awareness, and in this case play an important role in driving business.

Cafe 609: Fine Dining-Casual Atmosphere at Altitude

How To Measure Internal Communication
...ePerini-Readview

Occasionally, I will recommend a news article, book, blog post, research or a short video clip to view relating to public relations. This "eperini Readview" references a IABC, CW Bulletin about how to conduct an internal communication, or employee survey --mbp

by Peter Hutton

Which channels or sources of information do your employees trust, and which do they treat with skepticism? How many employees read your staff newspaper, use the company intranet and attend team briefings? What do they get from these communications, and how would they improve them? How many staff are aware of your company's vision, values and objectives? Do they buy into them, see them as realistic, and believe management lives by them?

Does your staff feel that they are listened to and that their views are valued? Is your internal communication strategy working, and how can it be improved? How engaged are your staff with the business?

It would be difficult to answer any of these questions with a high degree of confidence without undertaking an employee survey. A survey can provide powerful evidence to support your communication initiatives with senior management and give you added confidence that your efforts are paying off.

To get the most out of an internal communication survey, you need to be sure to 1) ask the right people, 2) ask the right questions and 3) interpret the findings correctly. Click here for more.

"P" Pick:
The New iPad

This is not the first time that we have picked an Apple product for "P"Pick. I mean, the hits keep coming! Here is what we like about this new generation iPad.

1. Retina Display
2. 5MP iSight Camera
3. Ultrafast 4G LTE
4. 200,000+ apps for work and play

iPad features applications like Mail, Calendar, Notes, and Safari in a beautiful, thin and light design, so you stay productive anywhere. With easy, secure integration into business environments and a robust platform for app development, iPad is ready to start working when you are. Congrats to Apple for another great product that can be used in the public relations industry!

Research For Your Organization, Special Event Or Issue Advocacy

We take the time to find information that will support you

Nearly Everyone Uses TV or Other Tech Before Bed

95% of people in the U.S. watch TV or use other technologies such as computers or cell phones in the hour before bed at least a few nights a week. The National Sleep Foundation, which surveys people on their sleep habits, says exposure to light from screens enhances alertness, making sleep more difficult. 60% of respondents experience sleep problems (snoring, waking, not feeling refreshed) every night or almost every night, the organization says. Read more.

www.periniassociates.com

"Mr CAT"
Communications Assessment Tool
Here Now!

Resources

Library
Company News
Tips