Having a Newsroom is Not Just for the Big Dogs

I work for a small business in downtown Minneapolis and right now we're completely revamping our public relations efforts. We've met with a consultant to get a second opinion and one thing he recommended is to create a online newsroom off of our website to house all of our media hits, newsletters, press releases and product images. This would be an easy one-stop-shop we could easily direct media, consumers and retailers to for information on the company.

I too recommend this for any small business.

This is what you want your online newsroom to house:

• Complete Media Kit: Complete a entire media kit and make it available on your Newsroom as downloadable PDFs. Your media kit would include: Company Profile (Also known as a backgrounder, this highlights how you stand out in your industry), Fact Sheet (This serves as a handy reference guide to your company, providing all the basic facts at a glance), Key services and Products (Provide an overview of your major services or product lines, and individual services or product sheets as applicable), FAQ (An FAQ (frequently asked questions) is a services of questions and answers that addresses timely topics related to your company or industry), Company History (Make it brief, but stress the expertise you have built up over your years in business), Biographies of Top Management
• Photography: You should have high-resolution (300 dpi for print) images of products, projects, events and headshots of top management.
• Podcasts: Your site could include podcasts of your published articles and company newsletter for those who would rather listen to the content instead of reading it.
• Contact Information: Be sure to include full contact information for the person authorized to talk with the media: name, title, phone, cell phone and email address.

Decisions, Decisions, Decisions...

We're forced to make decisions everyday of our lives, both big and small. You probably don't even realize how often you do. Practically every few minutes you will be forced to make a new decision. TV or book? Front page or crossword section? Coffee, Mocha or Latte? Go out or stay home?

I was inspired to write this post after watching the CBS Sunday Morning Show this weekend and viewing their story on decision making. I learned that many studies have been done on the act of decision making; researchers have actually studied and come to conclusions on how and why people make up their minds on something. This a very interesting topic when you relate it to the public relations, marketing and business world. If you could, wouldn't it be valuable to know to influence your consumers to better make a decision in your favor?

For a long time it was said that the best way to make a decision is to be rational, yet in recent years scientists have discovered that the rational brain can only take in a few bits of information at any given moment. If you give it too much information, it starts to short-circuit and sputter. Therefore, it is recommended that you just go for it when faced with complex decisions like buying a car, computer or even a house. Your emotional brain is much better at taking in a lot of information.

The kinds of decisions you make are often based on the type of mood you're in at that moment. Research shows that happiness and anger produce similar results. They both make you under-perceive risk. They both make you take risks and they both are associated with the sense of certainty and control.

Now back to how this can help us in business...

Of course if there are a lot of options out there, the more likely you'll find the exact thing you're looking for. However, studies show that you don't want to offer too many! Our brains become too overwhelmed with too many options and basically shut down. The fact is that the more choices we have, the less likely we are to actually make a purchase. It's been discovered that you get tired and your immune systems drops when forced to make a decision from too many options. You even become more likely to catch a cold!

So for you business professionals, you should learn from this. Consumers do not want to be bogged down with too many options. If you want them to remember you, only show your best few and then show more if they ask. Remember this while designing your website or informational handouts too. Leave room for white space! It's not visually appealing to see something with too many words or image distractions. Plus, no one will ever read all of what you have to say there are a lot. Viewers are much more likely to read what you have to say if you only put the information or images you want people to remember - and that's it!

Go Green: Checklist to Make You More Environmentally Conscious

Happy Earth Day! Everywhere you turn you are probably seeing and hearing the following phrases: "go green," "eco-friendly" and "environmentally conscious." The push, especially for Americans, to reduce pollution and help save the environment is based on evidence that the decisions we have made, and continue to make, are damaging the air we breathe and the land we live on. Read these tips and tricks to help you get started in living a green lifestyle.

Save water by decreasing your shower time, or rather take a bath, which uses less water than a shower.

Get in the habit of brushing your teeth with the water off, and encourage your children to do so also.

• Recycle - junk mail, cell phones, paper products, plastic bags and more.
• Switch from paper and plastic bags to reusable bags and totes. Try Envirosax or Dogeared's neat styles.
• Forget the electric or gas dryer, and hang dry your clothing when you can.
• Opt for direct deposit, online banking and paperless statements to reduce your paper usage.
• Try your hand at composting (planting scraps from fruits, veggies and coffee grounds outside), which will help create better soil and less landfill waste.
• Don't purchase disposable water bottles, but rather use recyclable (and refillable) beverage containers that you can fill with filtered water.
• Unplug all of your appliances when you leave the house to save energy (and prevent a fire hazard).
• If possible, take public transportation, carpool, bike or walk.
• Don't use plastic storage containers, and definitely do not heat food within a plastic container in the microwave.
• Keep one set of dishes at the office, including: a cup, utensils, bowl and plate. This will prevent you from reaching for disposable utensils, cups and plates.
• Save stained or ill-fitting clothing to use for dusting and cleaning
• Use rechargeable batteries; Duracell now has a line of pre-charged rechargeable batteries!
• Purchase used items from thrift stores, garage sales, flea markets and more.
• Rent movies and borrow books, instead of purchasing. Netflix and Blockbuster make it easy by delivering the flicks right to your door.
• If you are in the market for a new car, purchase a hybrid model.
• Select products made of recyclable materials. Nahui Ollin, a handbag designer, has a created line of bags, made from recycled candy wrappers that are cute and affordable.
• Buy groceries in bulk, as it reduces packaging and the number of trips you take to the grocer. Purchase a membership to a wholesale club, such as Costco or BJ's.
• If possible, buy items that use less packaging.
• Purchase locally produced food at farmer's markets and even road-side stands.
• Purchase fresh fruits and vegetables, instead of jarred, canned, or frozen.
• Purchase organic foods, as they don't contain pesticides and harmful chemicals, in addition to organic cotton.
• Follow the celebrity trend and use cloth diapers, as opposed to disposable diapers, which cause landfill waste.
• Select soy or beeswax candles, instead of paraffin candles.
• Use healthy and environmentally friendly cosmetics, such as mineral-based cosmetics and natural bath products.

Traditional PR is Morphing Giving Women a Natural Advantage Working in the Industry

Is public relations changing again? I believe it is and that women have an advantage in this new PR industry.

I believe women public relations professionals have an advantage over men. Let's be honest, women have mastered the skill of personal relations by dealing with it for centuries for reasons other than business.

As business moves more to the web arena, sensibility is no longer a taboo word in business. Actually, I believe sense and sensibility have gained momentum because of the Internet. The Internet has created an entire new way for businesses to reach their target audiences and has opened up an entire new park in which consumers love to play. The web is completely driven by consumers that need, or demand, to engage with brands and products and companies they rely on and consume daily. Compared to just being thrown information without allowing interactive follow up.

This has lead me to the believe that, even though new, the industry of public relations is dying and morphing in form, into one of Personal (Unique) Relations other than Public Relations.

What do you think?

What makes someone a great PR or marketing professional?

I'm a little bias, but regardless of the expense, I think that businesses and organizations need PR and marketing professionals. I hate that this is usually the first area to get cut during a downturn because it truly is needed to succeed in business. I mean really think about it, can you afford not to reach your audience? I think the biggest reason for this is that it's hard to tell this areas true value to the company.

Good PR people will do more than just publicize a company/organization or event if they are good. Every firm has something to market and this needs communication that sells at every customer touch point.

What great public relations people will do:

• Great PR strategists will help fill the gaps between advertising messages and editorial content. Many of these opportunities will be outside traditional media or not in the media at all. Today this will most certainly include a track record in social media, but also in old standby tactics such as events and other audience-engaging initiatives.
• Another factor that underlies a successful marketing and PR person is the ability to tread the fine line between generating messages that sell with language appropriate to non-advertising channels without lapsing into harder-hitting "ad" language. Potential buyers accept the direct sell in ads, but can be offended by the same language in a place perceived as being less sales-oriented. A good PR person will be someone who can do both.

The Twins Home Opener is Here! Here's why the new stadium and this day are so special

Target Field represents the dawning of a new era of competitiveness for the Twins and vibrancy for downtown Minneapolis.

Target Field is a size challenged ballpark - wedged into downtown Minneapolis, but ranks among the best of the new ballparks. This is awesome since we live in an era when most every city that wants one owns a beautiful new ballpark. Target Field lacks a body of water to add atmospherics and a sense of place for those sweeping cityscape camera shots you see on national broadcasts, but wins for its architecture, integration into its city and for possessing the kind of artful touches that make fans proud.

Statues of Twin hall of Famers greet visitors to the games at Target Field. The Hall of Famers themselves, as well as more recent Twins stars, will welcome fans at various gates.

Minnesotans will not only see the sun for the first time since 1981 while attending a Twins game in Minnesota, but they will encounter homages to franchise history everywhere from Harmon Killebrew statue on Target Plaza to the old Met Stadium flagpole on the right field plaza.

Target Field powerfully evokes Twins history, but even though the stadium pays homage to the Twins past, it stands as a reminder that the Twins as a ballcub never has been more relentlessly competitive than they've proven to be in the last decade, and that the Twins as a franchise has never been healthier or more promising than today.

Some of the exciting home opener happenings today are:

• Unveiling of the Kirby Puckett statue
• The raising of championship flags by Twins stars: Jim Kaat, Jim Perry, Bert Blyleven, Frank Viola, Jack Morris, Eddie Guardado, Corey Koskie, Shannon Stewart, Brad Radke and Bill Smith
• Unfurl of giant U.S. flag
• The raising of the Twins Territory flag
• The debut of viewing of the Target Field
• An appearance from some special guests
• An induction of the Twins retired numbers
• The ceremonial first pitches
• The first time the Twins will take the field

A Little Appreciation Goes A Long Way

People deeply desire recognition and acknowledgement for what they do. Studies have shown that employees are motivated by praise and appreciation before promotion or bonus.

A word of praise, a personalized email of encouragement or thanks can make all the difference to how people feel about their jobs. These mementos last longer than the pay check and show that someone has valued what they have done. There are some managers and even companies that people love to work for because they are known for having a special way of treating people. These managers and companies recognize that people really are their means of doing exceptional business, and treat them accordingly.

Many employers seem to think that employees are paid to work, so why should they be praised as well. But, if companies do not have a culture of praise and appreciation, it will be reflected in their retention rates.

Here are five ways to incorporate praise and appreciation into your workplace:

1. Encourage a culture of appreciation. Give out positive energy and appreciation of others, and you will find it coming back to you. Start appreciating what other people do at work. Focus on the positives, rather than the negatives. Try thanking other people, and they will begin to appreciate you in return. This works at all levels of the organization. Appreciate your managers and appreciate your direct reports and co-workers. Every one's role is important and if people start to tell each other this, then the effect will be felt throughout the organization.

2. Write a thank you note to someone who has performed well, on paper with ink. During these days of email, a handwritten note will stand out as something special. Use a good quality card and be sincere in what you write. People will keep these cards and too often they are only given when they are leaving the company. Giving this recognition during employment will improve their job happiness and retention rates.

3. Stop the blame and use it as a lesson learned session instead. If companies have a blame culture, then people feel they cannot take risks or try to improve things for fear of censure. Encourage people to contribute and praise them for trying something new. If it works, you will want to use their idea. If it doesn't, then praise them for trying and analyze how it can be done better next time. Don't criticize and blame, but praise and encourage.

4. Use the monthly meeting to award people for a job well done in a public forum. Have an original award and give it to people for going above and beyond their job description. This may relate to a demonstration of company values or for excellence. One example is the First Penguin award used at Carnegie Mellon, which is given for being a risk-taker and being ahead of the pack. It refers to the first penguin that dives into the ocean containing predators, someone fearless and ready for anything. What original award could you start at your workplace?

5. Be aware of what people are doing in the workplace. If someone does a particularly good job, reward them unexpectedly. For exemplar, tell them to have an expensive meal out with their family and put the cost on their expenses. Have a "Special Day Off" award when someone gets to have a day off for free and still get paid. Or get tickets to a sporting event and take a group of employees instead of clients. Make your employees feel that they are worthy of excellent treatment. After all, they are the ones who make the company work.

Praise needs to be genuine, so all of these should be done with sincerity. These points have nothing to do with the institutionalized "praise" of bonuses and organized rewards or commissions. These examples are for unexpected thanks and appreciation of what people do over and above their job descriptions. Reward people for their service and their loyalty and you will find that they give even more.

Don't be the Annoying Salesman: Three Phone Pitch Tips to Avoid Getting the 'Hang Up' from Editors

Think about it; when was the last time you bought something from someone who called and pitched you a product over the phone? We've all been there. We are in the middle of working, eating or sleeping and the phone rings. Out of obligation or to get the phone to stop ringing, you answer it. You say "hello" and the intrusive caller launches into a sales pitch without even the slightest consideration whether or not this is a good time for you to talk, or in most cases, listen to their one-sided monologue about a product or service that you don't need.

Now pretend that you are an editor. You're at your desk working hard to meet a tight deadline and the phone rings. It's another lazy PR professional who didn't do their homework, hasn't read your publication and is pitching you a story that you covered last week. How likely are you going to be to write about them? Not likely.

Editors receive phone calls from "annoying salesmen" everyday. Imagine receiving dozens of phone calls a day from people who are trying to sell you their product or services as a possible story without concern for how it might benefit you and your readers.

1. Avoid calling journalists and editors on deadline days. Many media outlets have consistent deadline days. If a publication comes out on Friday, their deadline day is likely to be Wednesday. So DON'T call on Wednesday! Wait until Thursday or Friday when a journalist is looking for a new story and has the time to talk.

2. Introduce yourself and your pitch in one sentence and then shut up. If an editor answers the phone, introduce yourself and your story in one sentence. For instance, "I am a public relations professional in the Minneapolis area, and I am calling to see if your readers would be interested in an article with 5 times on how to boost their sales with social media."

3. Shut up. Once you have said your one sentence, shut up and let the editor respond. They will either say that they are not interested, or they will ask you for more information. If they ask you for more information, provide another three sentences and then shut up again and allow them to respond. Always give them the courtesy of ending the call if they don't have time to talk to you or if they are not interested.