Digg it UP - Business

So You Think You're World Class
The term ‘World Class’ is thrown around everywhere in the business world today but most don’t know what it really means.World Class manufacturing, for example, infers that a company uses advanced quality control and inspection systems to manage irregularities and variations in finished goods. World Class might be a term that a CEO might attribute to himself as a progressive, forward thinking, best practices oriented manager.In truth, the term World Class must not be ascribed to oneself, but is a label that the customer spontaneously assigns as a reaction to very high levels of customer satisfaction. ‘World Class’ according to the customer is a positive label worth striving for.World Class sounds very nice, and is a term easily thrown about, but can we quantify it? Absolutely. In his benchmark research, customer satisfaction expert Bart Allen Berry has identified the ten domains of customer satisfaction that define and quantify the entire customer satisfaction experience. When these factors are all measured and calculated together a 1 (lowest) to 10 (highest) scale is utilized to define overall satisfaction levels. Customers in study after study define ‘World Class’ at approxi

f media coverage. Being quoted as an expert source will go a long way toward establishing you as an expert in your industry, a leader in your field, and ahead of your competition in knowledge and expertise. It’s also a great way to get to know reporters and to show them that you are available to help them when they need it. Once you establish this type of positive rapport, it might even open the door to your suggesting other story ideas to these same reporters – ideas that, of course, highlight your company and result in even more in-depth coverage.

How do you offer yourself as an expert source? All you have to do is read your local papers (or trade publications covering yo

Business Success Through Second Life
If you haven’t heard of Second Life, the online virtual world and latest internet phenomenon, by now, I predict that you will hear of it again within the next month and by the end of the year on a weekly basis.If you’re interested in business and have a need to use PR, then my advice is that you perform a search for Second Life as soon as you finish the article and ‘gem up’. It’s that much of a big thing.But I’m not writing this article because I want you to use Second Life, that’s up to you. As a freelance copywriter and marketing consultant, I have an interest in the future of the public relations, of brand building and of experiential marketing and I believe that’s what Second Life can offer and that’s why it’s going to be huge.5 Senses Brand Experience What your brand gets out of Second Life is what I call a 5 Senses Brand Experience. It’s web browsing in 3-D, something very difficult to create with the copy on a 2-D website, with the strapline on a print ad or an image on the TV pushed in between the show you’re audience is trying to enjoy. The brand experience in a virtual world is comprehensive. You can totally interact with your audience using sig

In dealing with clients and the public regarding their perception of public relations, we are continually amazed that people time and again equivocate publicity with press releases. In other words, write a press release, send it out and - poof! - you'll magically get publicity.

Well, we're here to tell you that, despite what you've heard, that could not be further from the truth.

Sending out press releases is not the first step in obtaining meaningful media coverage of your product, service or business.

It’s not that there’s never a place for them. There is. Every once in a while. If you have a huge announcement to make. Or an event you want to get a listing for.

So, why aren't press releases the publicity panacea you might have thought they were?

First, reporters and editors are flooded with press releases. Some of them receive hundreds of press releases every day, most of which are self-serving and completely un-newsworthy.

For media, press releases have become the equivalent of junk mail. They just don’t have the time to sift through all of the press releases they receive every day. So, what do they do? They ignore them or hit the delete button without even bothering to read the content.

Second, most newsrooms have cut their budgets way back. As a result they are extremely short staffed, and what staff they do have is severely underpaid and overworked.

That’s good news for PR people and others who know how to help these individuals, because it means they are looking for ways to make their lives easier, and that they are open to solid story leads. But it also means that, once again, they do not have time to sift through a bunch of press releases that flood their in-boxes on a daily basis. They are doing the jobs of two -- and sometimes three -- people, and they are extremely stressed out. They want ideas that will make their lives easier, not junk mail that takes up a lot of their time and offers them little or no substance.

Now that we understand a bit more about just why press releases are not the way to entice the media to cover your product, service, or business, let’s talk about some strategies that will interest them. If you follow these ideas you will be sure to win friends in the media and garner positive coverage for yourself in the process. Here they are:

1. Offer yourself as an expert source to reporters covering your industry.
Reporters are always looking for experts they can contact for quotes in articles. Offering yourself as an expert source on your industry is a great way to form a relationship with reporters, show them that you are responsive and knowledgeable, and get yourself media coverage. Being quoted as an expert source will go a long way toward establishing you as an expert in your industry, a leader in your field, and ahead of your competition in knowledge and expertise. It’s also a great way to get to know reporters and to show them that you are available to help them when they need it. Once you establish this type of positive rapport, it might even open the door to your suggesting other story ideas to these same reporters – ideas that, of course, highlight your company and result in even more in-depth coverage.

How do you offer yourself as an expert source? All you have to do is read your local papers (or trade publications covering yo

Business Publicity/P.R. Success - And How It Can Benefit You Too
The Client: New Deal Playing Card Company “Making the best of the hand you are dealt.”Several months ago I took a phone call from an executive at The New Deal Playing Card Company. Her husband had just invented, patented and launched a unique line of ergonomically correct playing cards designed to fit the natural curvature of the hand. The woman had come across a magazine article about another client of mine whose new product was receiving some widespread media exposure. “Can you do the same for us?” she inquired. We did and to our delight the campaign was even more successful than the other campaign she had initially inquired about.We researched and implemented a multi-faceted campaign of publicity and media exposure that quickly spread the news about New Deal Playing Cards through the media market. We generated dozens of features in media outlets nationwide including: every local print and TV medium in their market; large general circulation magazines like Men’s Health, Entrepreneur, Woman’s Day and Child, to name a few; National Public Radio; and several newspapers and TV news broadcasts.How Did We Do It? Diversified Publicity The key to a successful media campaign is someth

want to get a listing for.

So, why aren't press releases the publicity panacea you might have thought they were?

First, reporters and editors are flooded with press releases. Some of them receive hundreds of press releases every day, most of which are self-serving and completely un-newsworthy.

Second, most newsrooms have cut their budgets way back. As a result they are extremely short staffed, and what staff they do have is severely underpaid and overworked.

How do you offer yourself as an expert source? All you have to do is read your local papers (or trade publications covering yo

Difficult People: 3 Things You Must Know
"The person who constantly angers you or frustrates you...controls you." Colleen KettenhofenDo you know any difficult people? Have you ever worked or lived with a difficult person? Are YOU a difficult person?! It's amazing how many participants in my leadership trainings will come up to me at the end of a program on, "Dealing with Difficult People," or "Dealing with Difficult Employees," and confide to me, "Colleen, I think sometimes I'm a difficult person and just realized it today!" Well, we can all be difficult people from time to time. But what do you do with the person who is chronically difficult? A key component to life balance is learning to live and work with difficult people. Because there will always be difficult people. Here are three important points you must remember.1) All behavior has a positive intention - even with difficult people.2) Low self-esteem is often the culprit.3) You can't always please everybody.1) All behavior has a positive intention. Take for example the gossip. When someone comes into your office gossiping about everyone else, who are they trying to make look better? Themselves. That is their positive intention. As

short staffed, and what staff they do have is severely underpaid and overworked.

How do you offer yourself as an expert source? All you have to do is read your local papers (or trade publications covering yo

Elements of Conducting a Long-Distance Job Search
Seven initial steps toward a long-distance job search:1. Select the geographical area and the destination city in which you want to live.2. Know the type of work you are seeking so that you can conduct a focused search.3. Identify the activities that can be accomplished only by visiting the destination area.4. Identify activities that can be conducted from your present location.5. Do as much research and preparation as possible in your present location (the ideal would be to begin preparing six months before moving).6. Use as many available methods of contacting potential employers as you can: letter, telephone, fax, e-mail, and in person.7. Accumulate a list of at least fifty potential employers to contact. (See the following list of methods for doing this task.)Twenty ways to identify potential employers and opportunities:1. Contact the Chamber of Commerce in the destination city for a list of employers.2. Conduct informational interviews with employees in your present location who work for companies which are located in your destination city. Ask the local employees for referrals for informational interviews.3. Obtain a

rstand a bit more about just why press releases are not the way to entice the media to cover your product, service, or business, let’s talk about some strategies that will interest them. If you follow these ideas you will be sure to win friends in the media and garner positive coverage for yourself in the process. Here they are:

How do you offer yourself as an expert source? All you have to do is read your local papers (or trade publications covering yo

Lose Lips Sink Ships in Industrial Equipment Buying
When you are in business and considering opening a new factory, industrial unit or business you must be wise as to keep things quiet. Why you ask? Well if you are in a limited industry sub-sector you may find that the equipment makers in the industry have a network and the word spreads like wild-fire in the industry.Let us say you are building a produce processing center? There may be only 2 or 3 makers of certain types of equipment for conveyors and size and shape sorters. You may find the XYZ Company guys are in Bed with Vern Johnson company over there at Blue Harvest Produce Processing or claim to be. So you must be careful of what you say and who knows who. Perhaps you are thinking I thought the Johnsons were smarter than that, they probably are, they cannot be all that stupid?The XYZ Company Group sure allows a lot of lose lips to sink ships and this is quite common and you might never know this or consider this when entering the niche processing of peaches in Georgia. You would be wise to keep what you are doing close to the vest, as you maybe surprised how many people are very close to the industry. From bankers, insurance people, real-estate professionals, lawyers to equipment m

How do you offer yourself as an expert source? All you have to do is read your local papers (or trade publications covering your industry, or even national publications) and find out who is writing about your industry.

Next, write up a short bio on yourself, emphasizing your experience in your industry, your areas of expertise, and issues you are available to comment on.

Then, e-mail or mail this information to the reporters with a short letter introducing yourself, stating that you have noticed that they often cover your industry, and offering yourself as an expert source.

You might even follow up with a telephone call a few days after you send this e-mail. But be sure that you never begin a conversation with, “I just wanted to make sure you received my e-mail….” There is no surer way to make a reporter groan.

Instead, tell them that you have noticed that they often write about your industry, and that you would like to help them by being a readily available expert source that they can contact for commentary. Let them know that you have sent them a bio on yourself and offer to re-send it in case they never received it (this will get them off the hook in case they can’t find it or accidentally deleted it).

Once you offer yourself as an expert source, be sure that you are readily available to answer questions and provide commentary on a moment’s notice. Reporters work on tight deadlines, and offering to be of service to the media will only backfire if you do not follow through on your promise to provide timely commentary to fit their needs and suit their deadlines. You want to gain the reputation as being a valuable resource to the media, and you will only gain this reputation by being available and responsive. The last thing you want to do is to offer your expertise and then be hard to reach, take a long time returning phone calls, etc.

2. Offer expert advice in the form of by-lined articles.
As I mentioned above, many media outlets are so short-staffed, and their reporters and editors are stretched so thin, that they don’t have time to write all of their own content. So, what do they do to fill the pages of their newspapers and magazines? They turn to “expert sources” (there’s that term again) to provide content in the form of by-lined articles.

So, just how can you increase your chances of getting your by-lined article published?

First, identify a common problem or issue related to your field of expertise. A good place to begin is with common questions that you are asked by your clients.

Once you have established the “problem,” figure out what information you can give to help solve it.

Once you have identified a topic and you have your readers’ “problem” and your “solution,” you are all set to write your article.

But before you do, it is impo

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The use of steel containers by the freight shipping industry is having a significant affect on transportation costs and practices.

One of the most difficult aspects of job searching for many people, especially those who are just starting out or who are making a mid-career change, is actually the salary and benefits negotiation aspect.

If you can determine the difference between checkers and chess, you have one of the best kept secrets to becoming a better leader.

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