The Best Kept Secret in PR Today

Young man whispering to his colleague

Looking for new ways to promote your business?

How about trying an old tactic in a new way?

That’s what smart PR and Marketing folks are doing, with great success.

Try One of the Best PR Tactics

“While daily newspapers continue to struggle, a portion of the publishing industry is not only surviving, it’s thriving. And yet community papers are often overlooked by marketers. This year in particular, community newspapers offered a major opportunity. As resources continue to get cut, many papers are increasingly turning to outside sources for content, including public relations agencies and trusted article-placement services. Marketers who are able to deliver compelling content and story ideas can take advantage of the loyal audience, hyper-local focus and popular online presence that community papers provide.” – David Olson, ARAnet Inc.

(Thanks to Marketing Sherpa for the quote.)

Make Sure That the Paper’s Demographics Match Your Target

According the Newspaper Association of America, community newspaper readership is evenly split among men and women – a perfect 50% each. And very closely spread by age. Visit NAA’s Audience Profiles for more detailed demographics, including household income, education and occupation, among others.

How to Get Your Press Release Published

If you have local news, and can tell the story in a professional way, you may even have a good chance of getting it published exactly as you wrote the press release! Try this:

  • Scan the paper for story style
  • Write your piece in the style of the paper’s journalists
  • Watch length – stay within their word count limits
  • Include pictures!

Best wishes – send us an update if you try this. We want to hear about your experience.

What other PR tips work for you?

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For more resources, see our Library topics Marketing and Social Networking.

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ABOUT Lisa M. Chapman: With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business and marketing coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman helps clients to establish and enhance their online brand, attract their target market, engage them in meaningful social media conversations, and convert online traffic into revenues. Email: Lisa @ LisaChapman.com

Phony Baloney: When Press Releases Go Awry (or on Rye)

Hand holding a megaphone

 

In our last installment, we left you with a closing item about General Mills having to quickly snuff out a fake news release saying that the President of the United States (POTUS — in Secret Service talk) was investigating the company’s supply chain for alleged product recalls. The makers of many mainstream cereals like Wheaties (Breakfast of Lakers, er, Champions) and many other product lines jumped on the pseudo news release with a real one of their own, stating that it was indeed false and the authorities likewise would be investigating (but most likely not with POTUS, since he’s now up to his waist in Gulf oil and up to his nose in methane gas, plus holding the feet of BP officials to the fire of the “small people” along the gulf…. Careful, there are combustible elements here…).

This issue again calls for the critical importance of having a good crisis plan in place to handle a brand’s public reputation and good monitoring systems to track it. This kind of prank news can tank the stock of a publically traded company like General Mills and others within minutes (fortunately, the New York Stock Exchange was closed when the hokum release went out over PR Newswire). General Mills, however, did all the right things by quickly refuting the news release for what it was — in so many foodie words, phony baloney.

According to General Mills spokesperson, Tom Forsythe, quoted in the Twin Cities media, “We were the victim of a hoax. We found the false release and removed it within minutes, but even false information can still spread incredibly quickly on the Internet.” Got that right. The Internet some days seems built just for jackals and jackasses only. The lesson is that in the PR management of any company’s public face whether on the stock exchange or on the Web, the m.o. must constantly be, Remain Vigilant. What kind of protection or systems do you have in place to track what’s being said about you online, in social network channels, and elsewhere offline? This part of the PR world is often a highly specialized practice area and some firms and individuals are very good at doing it.

In this case, the jackal seemed to be attempting to manipulate the company’s stock price through the very traditional means of a PR distribution service that remains blameless in the incident. Seemingly undaunted by the fraud, the food maker’s stock rose 16 cents on Thursday, June 17, 2010 — a day after the false news, so no harm done. This time.

What’s curious about the event is that it occurred in the same week the NYSE halted trading of shares of the Washington Post, when the stock doubled in price in apparent erroneous trades — on the same day that the new “circuit breakers” to prevent such hanky panky were put in place. It’s a wiggly world and getting wigglier, especially with the global economy still bursting at the beltline and surrounded by all sorts of malodorous gasses while unseen forces try to game or crash the system.

A conspiracy theorist might have a real picnic with these two seemingly unrelated events at General Mills and the Washington Post. A conspiracy factualist — one who accepts that conspiracies do sometimes happen and not just in good movies, or good Old Europe where the small people are being trampled about by the cratering Euro — might simply just go make a sandwich, and remain vigilant.

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For more resources, see the Library topic Public and Media Relations.

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Is the Day Before Vacation Your Most Productive Day of the Year?

Smiling businessman at his office desk

Have you ever noticed that the day before you leave for vacation is your most productive day of the year? From my perspective here are some reasons why we become “super efficient”. I suggest these strategies to my coaching clients who are getting ready for vacation – I trust they will help you, too.

Focus on essential priorities – create a sense of urgency to only focus on the things that absolutely need to get accomplished

Delegate or ask for help – find ways to get assistance for tasks that you cannot accomplish alone

Reschedule the non urgent tasks – tasks or meetings that are non-essential are slated for a later date or cancelled entirely

Understand the finite nature of time – respect your time – no procrastinating, “busy work”, reading junk emails, extra phone calls or unnecessary searching the web

Use block time – utilize uninterrupted periods of time to increase your efficiency

Have a plan – have a “do list” to follow – either on paper or in your mind. It is your “blueprint” for completion of the essential tasks

What do you do the day before vacation?

For more resources, see the Library topic Personal and Professional Coaching.

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Pam Solberg-Tapper MHSA, PCC – I spark savvy business leaders to fire up their cutting edge, be extraordinary and do great things for their world. How can I help you? Contact me at CoachPam@cpinternet.com ~ Linkedin ~ 218-340-3330

The Feasibility Study is Obsolete

a NPO conducting a feasibility studies with an interviewee

For the last 50-60 years, a Feasibility Study has been “required” before planning and/or implementing a Capital Campaign, and its basic concept and structure hasn’t changed in all that time. I contend that it’s more than obsolete, it’s counter-productive.

Now don’t get me wrong. I’m not saying that we shouldn’t first determine the feasibility of acquiring leadership for and attaining the goals of a major fund raising effort.

Of course we must interview prominent members of the community, prior donors and prospective leaders/example-setters. Of course we want to determine if success is likely, even probable. Of course we want to begin the education and cultivation of those who will be campaign leaders and major donors.

But feasibility studies are designed to ask interviewees if they think the goal is feasible, if they think there are any individuals who could lead a campaign to its goal, if the “community” will support the effort. A typical question is, “With your knowledge of the community, do you think/believe that ‘this’ goal can be achieved?”

If you’re asking people if they think you can succeed, you give them the impression that you might not. Why plant the seed of doubt? In fundraising, a “Study to determine Feasibility” is really bad psychology.

Never ask if an interviewee thinks the goal is attainable? Avoid asking “if,” but rather work to create the impression that success is a given. Get people to buy into that success, then you’re more likely to succeed.

What if the answer is “No”? Those questions raise issues you don’t want raised.

If you’re planning (even thinking about) a capital campaign, please, for the sake of your organization and that of your community, don’t do a Feasibility Study !!

Let’s do Planning Studies or Research Projects, but no more “Feasibility Studies.”

Coming soon, discussions of Study Interviews and Confidentiality, and The Planning Study As The Real Beginning of a Program/Activity/Fundraising Effort.
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Have a question about starting or expanding your fundraising program?
Email me at AskHank@Major-Capital-Giving.com. With over 30 years of counseling in major gifts, capital campaigns, bequest programs and the planning studies to precede these three, we’ll do our best to answer your question.

Buy An Existing Business?

Man in suit reading a business paper

Can a nonprofit purchase a for-profit company and operate it as a social enterprise?

This question came up in a recent discussion on the npEnterprise Forum. Incidentally, npE is the official listserv partner of the Social Enterprise Alliance, and, with 7000+ global subscribers, has become the global commons for the social enterprise movement. Subscriptions are free and open to all. I’m one of the moderators.

OK, back to the above question. A lawyer (Arthur Rieman) replied: “In general, an exempt org that wants to engage in a transaction such as [this] can do so provided the transaction is properly structured and documented, on the one hand, and all of the relevant IRS and Attorney General (especially here in California) regulations are heeded. Depending on the actual facts of the situation, your legal counsel should be able to guide you and the organization’s Board of Directors through the processes necessary to make the transaction sufficiently transparent and in compliance with the relevant laws and rules should a regulator come knocking at your door.”

A foundation officer (Ken Ristine) replied (edited for length): “[This topic] demands particular attention to detail regarding how you structure such a deal. The question is, do you want to expose the nonprofit to the legal consequences of [potential product or practice] liability? Are your nonprofit board members willing to accept such a risk? In both cases the answer is probably No.

“One idea then is to structure the for-profit in such a way, say as a wholly-owned subsidiary, that it has its own formal corporate structure. That structure, including a separate board, creates a barrier between the for-profit and the nonprofit regarding issues such as operations, taxation, and liability. But, if the enterprise generates profit, all or part of the profit can flow to the nonprofit.

“This example is only a small look at what you have to deal with. You really need to get together with an attorney and accountant who understand these issues to hash out the details. You may need both someone with small business experience as well as another person who really knows the nonprofit law around structuring related organizations.”

So there you have it. Yes, your nonprofit (probably) can do it, but be sure to get good legal and accountant advice first.

Here’s a useful IRS web site on this: http://www.irs.gov/charities/article/0,,id=96104,00.html

Copyright © 2010 Rolfe Larson Associates – Fifteenth Anniversary, 1995 – 2010
Author of Venture Forth! Endorsed by the late Paul Newman of Newman’s Own
Read my weekly blogs on Social Enterprise and Business Planning

B is for Bliss

The word "bliss" printed on a ceramic mug

Many of you have probably heard the famous quote by Joseph Campbell to “follow your bliss.” So what is bliss? And how do you follow it, especially at work?

Ecstasy, paradise, heaven are a few of the synonyms used to describe bliss. I’ve heard bliss being described as the ultimate level or intense happiness. We all have had those moments of intense happiness when we feel true joy in all the cells of our body and being. When we are experiencing this blissful state we are fully alive and fully experiencing what makes us most happy. The challenge for many of us is being able to translate the feelings of bliss at work. How can we really do this?
Here is how I’m learning to do just that. If right now I had to put a face on bliss, it would be of my son, Garrett, who is 8 months old. He is pure bliss and emanates bliss from the inside out. Bliss is our natural state of being. It is what we are when we are born and what we can continue to access when we “just be it.” He teaches me how to follow bliss wherever I go pursuing whatever work is in front of me.
I’m learning how to get into the state of bliss more often while working. For me it’s easiest to do so late at night when it’s completely quiet while I’m inspired to write or create. I’m so present and in the moment that I don’t even realize that it’s 2am. I am completely just being and have become one with my work. It’s a blissful state. It’s like being what athletes might describe as the zone or experiencing the flow state.

Deepak Chopra in his book Creating Affluence: The A-Z Steps to a Richer Life, discusses the qualities of the unified field, the self – pure Being, which is the source of all abundance and affluence in the universe. He says that bliss is the most important quality of the unified field, which should not be confused with happiness. According to Chopra happiness is always for a reason. You are happy when you get something. But bliss is about being happy for no reason. “This bliss is where we come from; it is the nature of existence itself. In this state of pure bliss is the expression of pure love. It just radiates from you, like a light from a bonfire or dreams from a dreamer” And I would add like my son’s smile.

How are you following your bliss?

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For more resources, see our Library topic Spirituality in the Workplace.

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Ask HR: Do I have to complete the application if I already sent a resume?

An-office-man-writing-on-a-paper-in-his-office

The changes in the job market over the past few years have certainly impacted job seekers in a way that many of us have not seen before. For the first time in history, there are four generations of workers in the job market with each generation facing a unique challenge. Whether you are a recent college grad looking for your first opportunity or a victim of downsizing looking for your next career, the job search can be a very frustrating experience.
A question I often get from jobseekers is, “Why do I have to spend hours completing an online application if I already sent over my resume?”
The simplest answer to this question is this, “Because they asked you to.”
Honestly, it is really that simple. Every step of the application process is a screening tool for the recruiting team. The online and/or paper application should be completed in its entirety using the same care that is used on the resume. Proper punctuation, spelling, and grammar are essential elements in all communication with a potential employer (including setting up your profile on their online system). Additionally, follow all directions provided exactly and pay attention to the details of the instructions. Many online applications are programmed to screen out applicants based on your answers to key questions or whether or not the application is complete before a recruiter even gets to review the application. Even when the initial screening is done by the recruiter, incomplete applications (in most cases) will be screened out of the process immediately and all those qualifications you have for the job will never be seen by the hiring manager.
A question I often get from recruiters is, “Why can’t applicants just follow directions?”
My advice to recruiters is also very simple. Give the applicant all the information they need to be successful in the ad and on the application. If you don’t want phone calls, explain how applicants can determine the status of posted jobs. If you have already screened the resume and know that the applicant doesn’t meet the minimum criteria, generate a quick email thanking them for applying and letting them know you are pursing candidates that better meet the qualifications. Communicate how your hiring process works and what applicants can expect going forward. As a recruiter, you are most likely the first impression a candidate will have of the company. That comes with a great deal of marketing responsibility. If you understand that, then for you, the answer to the question is also very simple.

For more resources, See the Human Resources library.

Are You Doing Strategic Planning? Probably

Strategic planning leading to growth concept

How One Typical Facilitator (Mistakenly) Concluded the Client Wasn’t Doing Strategic Planning

I got a call last week from a facilitator, asking for advice about an aspect of strategic planning. He kept asserting that his client, a manufacturer of outdoor recreational equipment, wasn’t doing strategic planning. I asked how he came to that conclusion.

He responded that, first, there was no Plan document that the client could show him. Second, they couldn’t answer his questions about what the client would do if there were changes, e.g., politically or economically, that would influence the client’s organization. The client wasn’t able to come up with a strategy. So the facilitator concluded the client was simply not doing strategic planning.

But Wasn’t the Client Doing Strategic Planning? Really?

I began asking questions in order to understand more about the client so I could give good advice to the facilitator about his strategic planning project. From the questions, I learned that the client:

  • Realized the “baby boomer bubble” was getting older, so he’d need to update his product line accordingly, perhaps to accommodate the “young old” (people from 60-80 years of age).
  • Wanted to reduce his labor costs, perhaps by outsourcing more work, especially to other countries having cheaper labor costs.
  • Wanted to position his company to be more competitive in the marketplace where there was increasing competition. The client especially wanted to update his unique value proposition.

I asked the facilitator how the client came to realize those priorities. The facilitator mentioned that, although the client doesn’t do planning, he does seem to stay on top of a lot of the current trends in his industry and society, and does have some ideas.

So then I asked the facilitator if the client really was doing a form of strategic planning — it just wasn’t the best form of comprehensive, explicit, research-based and systematic planning that usually is best for an organization.

Yes, the Client Was Doing Strategic Planning — Just Not the Best Planning

At this point in our conversation, the facilitator realized that he had been to quick to conclude that the client simply was not doing planning. He added that he should even affirm to the client that he had been doing planning, and that the facilitator could help the client to do it even better.

Moral of the Story: Don’t Be So Quick to Proclaim Your Clients Aren’t Planning

It seems increasingly with writers and consultants that, if an organization is not doing their particular preferred form of planning, they conclude the organization is not doing planning. (This is true especially as we’ve put for more emphasis on the need to be “strategic” — a term which has different definitions for different people. )

That conclusion can be damaging to the planners and to the working relationship with the client. Instead, recognize and affirm any planning that the client is doing.

What do you think?

(There’s a massive amount of free resources in the Strategic Planning topic in the Free Management Library.)

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Carter McNamara, MBA, PhD – Authenticity Consulting, LLC – 800-971-2250
Read my weekly blogs: Boards, Consulting and OD, Nonprofits and Strategic Planning.

Succession Planning: Is It a Staffing Matter? No

Business executives discussing about succession planning

Succession planning is one of the most important topics in nonprofit capacity building. That wasn’t the case even 10 years ago. Today, there’s more people moving from job to job, and a large number of baby boomers retiring. Effectively filling those open positions is critical to the success of the organization.

Unfortunately, succession planning is still done quite poorly — primarily because it’s too often seen as a matter of replacing a person, rather than organizational performance management. Those two perspectives produce very different ways to do succession planning.

(Unfortunately, performance management is too often viewed only as employee performance management, and not as organizational performance management — but that’s another blog post.)

Succession planning is a management function,
not a staffing crisis.

Establish Board-approved, up-to-date personnel policies

They should include guidelines and procedures about, e.g., staffing analysis, hiring, orienting, training and organizing employees; performance management; and compensation and benefits. Those policies not only ensure fair and equitable treatment of employees — they can minimize chances that you’d lose a lawsuit with an employee.

Here’s more about personnel policies.

Conduct relevant and realistic strategic and departmental planning

The planning clarifies the most appropriate priorities for the position to address. A position, or job role, is really a means to get something done in the organization — it’s means to achieve an overall goal or address an overall priority. Why fill a position that was not designed well in the first place? Only through useful planning will the organization know if the position is designed well.

Here’s more about strategic planning.

Conduct staffing analysis to identify most appropriate roles

Too often, job roles are developed in response to recurring crises in the workplace, to an increasing amount of work that is not getting done. Instead, roles should be identified near the end of strategic planning when clarifying what expertise is needed to achieve goals. The analysis should produce up-to-date, relevant job descriptions. (There are many who assert that job descriptions are no longer a useful management tool — that’s another blog post.)

Here’s more information about staffing analysis.

Use suitable practices of employee performance management

These practices should be done regardless of whether the employee is leaving or not. They include:

  • Establishing performance goals in reference to the employee’s job description and priorities for the year
  • Techniques for effective delegation, not just work direction
  • Getting up-to-date descriptions from the employee about his priorities, issues, plans, etc.
  • Sharing useful feedback to continue to enhance the employee’s performance
  • Addressing performance issues when they occur (they might require training, providing more resources, getting more from the employee or firing the employee)

Here’s more about employee performance management.

Making sure all employees go on vacation

That forces the organization to learn about — and be able to do — the jobs when the employees are gone. A supervisor might not really know what his employees are actually doing to get the job done. Ironically, the better the supervisor is at delegating, the less the supervisor might know about the details of his employee’s job.

Succession planning is about developing and implementing a system, a practice of activities on a recurring basis. Then, when an employee leaves, the system almost naturally refills the position with the most suitable candidate.

Here’s more resources about succession planning.

What do you think?

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For more resources, see our Library topic Nonprofit Capacity Building.

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Carter McNamara, MBA, PhD – Authenticity Consulting, LLC – 800-971-2250
Read my weekly blogs: Boards, Consulting and OD, Nonprofits and Strategic Planning.

How “Disconnected Conversations” Can Kill Consulting and Collaboration

A disconnected conversation between two work colleagues

Here’s an Example of a Disconnected Conversation

A couple of weeks ago, a friend of mine and I were talking about a particular consulting project. We just weren’t connecting in our conversation somehow — I kept repeating my points and he kept repeating his. It felt like we were disagreeing somehow, but neither of us were actually saying that we disagreed with the other. Still, we felt increasingly frustrated.

He kept asserting that the client’s CEO needed to show stronger leadership, including by being more participative.

I kept agreeing. I suggested one-on-one with his managers, ensuring time in staff meetings to hear from each manager, and using a technique for consensus when making decisions.

My friend didn’t seem convinced — and seemed even more frustrated. He asserted that the CEO needs to read “Servant Leadership” by Robert Greenleaf. I agreed.

My friend asserted that the CEO needs to do a better job of bringing out the best in his people. I agreed.

Results Versus Methods — We Should Talk About Both

Finally, it hit me — my friend was talking about overall outcomes, and I was talking about activities to achieve those outcomes. Although we both wanted the same thing, we were focusing on different aspects of that result.

I find this type of disconnected conversation occurs more than we realize, especially about grand topics, such as leadership, accountability, transparency and performance.

It’s most powerful and poignant to talk about outcomes. It can be boring and even tedious to talk about methods to achieve those outcomes.

But we owe it to our clients and ourselves to go beyond preaching at them about outcomes. That can get that from reading a book. We owe it to them to produce some relevant and realistic ideas about how to achieve those outcomes.

What do you think?

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For more resources, see the Library topics Consulting and Organizational Development.

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Carter McNamara, MBA, PhD – Authenticity Consulting, LLC – 800-971-2250
Read my weekly blogs: Boards, Consulting and OD, Nonprofits and Strategic Planning.