The Release!

Greetings to all, hope you had a wonderful weekend.  It's strange to be in 2010.  It's early in the year, a time so full of promise as resolutions and goals remain fully in focus.  I hope you all have been able to take some time to really figure out what your public relations, marketing and social media goals are for the upcoming 11 and a half months.

As always, this blog and I will be here to help you navigate your way through the landmines and hopefully achieve success.  With that said, it's time to get back to focusing on the reason for the Real Public Relations blog; helping small businesss and non-profits handle their own pr and social media efforts.

I have so much more from the interview with Duncan Shaw, Executive Producer for KCNC-TV in Denver.  There are more video clips coming, so don't worry.  I'll have a couple more in the next entry, I promise, but first, I have to fulfill a promise I made at the end of last week.

I have been getting some feedback regarding pitching, most notably, the press release.  What role does a press release actually play in the pitch process?  What makes a good press release?  Are press releases even relevant anymore?  All excellent questions.

First, let me say that, yes, press releases ARE still relevant, but they no longer are the keystone to a successfull pitch, whether it's to traditional media or to online media outlets.  There was a time when a carefully crafted press release could garner earned media coverage almost by itself.  That has changed dramatically over the past decade, clearly.

There are a few organizations that can, and still do, use releases almost exclusively to get information out to newsrooms and media outlets.

Government offices (this includes District Attorney's, office-holders, Government agencies)

Municipal agencies (fire dept., police dept., hospitals, etc)
Utilities
Certain major non-profits and businesses (Red Cross, Apple, etc.)

These organizations already have very close tie-ins with local and national newsrooms.  This means they don't have to necessarily put together full-blown pitches to catch the interest of journalists.

There are also TIMES when only a release is adequate.  Generally, these are crisis situations.  Let's say a major crime is committed at your business or non-profit.  Perhaps it's a shooting, or scandal of some sort.  You will already be on the news radar, therefore you don't have to pitch anything, you simply have to inform.  These types of releases focus on explaining what happened, or, more often than not, notifying journalists about a press conference to explain what happened.

Unfortunately, or fortunately, these instances are very rare.  This means most of the time, your interaction with media organizations will involve a story pitch of some kind.


What it is, what it isn't:

The press release is, essentially, your entry into a newsroom.  It is the reason you are contacting a media outlet and it provides necessary information about your organization, event or story.  Think of your press release as a resume for your story.  You're giving all the pertinent facts needed to make a decision about your story.  And, like resumes, there are a number of different ways to structure your release.

The structure depends on what you're pitching, really.  For events, there is a proven structure that gets to the point and will improve your chances of success.  This is what I call the, "Just the facts" release.

Here is an example:
(the organization and event are completely fictional.  Any resemblance to actual non-profits or events is coincidental) ***NOTE***  Click on the releases to see a larger version.

Okay, notice a few things about the release, let's break it down.  First you have your logo at the top, with contact information.  This is vital.  I'm sure most of you are already doing this, but if you're not, start.  Second, the logo and other aspects of the release have some color.  Visually, you want your release to catch the eye of the reader, just like television and print, visuals matter.

Also notice the fact that the release actually says, "PRESS RELEASE" at the top, followed closely by, "For Immediate Release".  You might ask yourself why they are there.  Journalists receive hundreds of emails a day...HUNDREDS.  By putting "PRESS RELEASE" at the top, followed by "For Immediate Release" you quickly let the journalist know what they are looking at.

This is followed by your headline.  Notice that there are really two headlines at the top.  One catches the eye of the journalist, the second explains with just a little more detail.  Detail that SHOULD generate more interest in the story.

Remember what Duncan said in his pitch clip.  Journalists think in headlines.  They need to be able to see the headline and think right away, "This story will interest my audience."  In this case, the headline addresses an issue that is always of interest to local journalists; the homeless problem.  This headline doesn't just mention the homeless problem, it actively addresses a solution.  The secondary headline fills in some detail, letting the journalist know, quickly, that a local non-profit is partnering with retailers to help the homeless find jobs, thus inferring that these individuals would no longer be homeless after getting work.

The release goes on to show the What, Where and When of the event.  This is a very effective way to get the information across quickly.  The journalist can get the facts within just a few seconds.  They have all the pertinent facts right at the top.  The Why and How, you'll notice, isn't actually listed, but is instead handled with a series of short paragraphs.  This allows you to tell your story in a more detailed manner.  The top information is designed to draw the journalist to this section.  Generally, with this type of release, most journalists will get this far.  That means your first sentence here has to be powerful and strong and immediately address the newsworthiness of the story.

In this case, the release is focusing on the partnerships formed to help "take a bite" out of Denver's homeless problem.  The first sentence could just as easily have been, "A local coalition of non-profits and small businesses, led by Good Earthworks of Colorado, hope to save Denver millions by helping area homeless find jobs."  This first sentence focuses on the financial impact of the story.

Here's some quick advice, if I can digress; generally speaking, any story that deals with government spending, tax dollars and saving money, will appeal to journalists, regardless of where they are or who they are.

After the why and how paragraphs, there is a short "boilerplate" about Good Earthworks.  This gives the journalist a little bit of information on the organization, who they are, and what they do.  Always add a very short boilerplate to your releases, just to give the journalist some information on you.

Finally, at the bottom, the release has the website information again and lets them know that you also have a Facebook page and a Twitter account.  Always add this information.

There is another angle that the headline could have taken, and that is the economic angle, but would probably be an entirely different pitch.  Here is an example of what that pitch might look like:

 

Notice this release has some different information, as well as a different focus for the story.  This release isn't pitching an event, but an idea, a story that has a specific goal and timeline.  In this case, the timeline is 12 months.  It can be covered by a news organization at any time during the 12 months.  The fact that it's being pitched now is what gives it a sense of timeliness, sort of.  The strength of this story is going to be the impact, relevance, character (the release could offer to let the reporter follow a specific homeless person through the process) and some wow factor given the potential visuals and the number of retailers and non-profits involved in the effort.

Many of the basics are still there in this release that were there in the first release.  The only thing that has really changed is the focus of the story and some of the wording (including the headline, you'll notice)

While these releases focus on a non-profit, the rules still apply to a small business.  For instance, when I was doing some freelance work, I worked with a hair salon.  Just pitching the daily events of a hair salon won't get you much media coverage.  However, we found out that this salon went to the local Women's prison to teach prisoners how to look their best for potential job interviews.  They also held a monthly singles salon party to bring lcoals together, offer grooming and makeup tips (the men really only got the grooming tips) share some wine, good music and potentially meet someone.

These stories were interesting, and we pitched the salon singles as an event, that got some great coverage as a great, odd way to meet members of the opposite sex.  The prison outreach story also received some great coverage, even though it wasn't pitched as an event, but more as a human interest story.

If you want to see those actual releases and the pitches that went with them, let me know and I can email you copies of the releases.  Just email me at cdgallegos01@earthlink.net.

Here are a few tips to putting together a solid release, regardless of the structure you use:

1.  Always have your logo and contact information at or near the top of the release

2.  Let them know that this is a release and that the information can be reported on immediately

3.  Make your headline newsworthy.  Imagine your release headline as the headline for a print article or the lead in to a television or radio segment.  
4  Make your sentences short, your paragraphs short and make the writing clear and concise.
5.  Releases should, again generally speaking, never be more than one page long.  

Sending it out:

Okay, so now you have your release put together, it looks good, all the information is pertinent and the newsworthiness is evident.  None of this matters if the journalist never even looks at your release.  As I mentioned, journalists get hundreds of emails a day.  When they sit down at their computer every day, they have to wade through a pile of emails, most of which are meaningless to them.

In order to make sure they look at your release, you have to be creative with your email header.  It shouldn't say "Good Earthworks Event".  Chances are they don't know what Good Earthworks is, and won't open the email.

You have to make your email stand out among the hundreds of others.  Write something like, "Press Release: Denver Homeless Event."  This header does a couple of things.  First it lets the journalist know that it's a release.  Second it is specific enough to let the journalist know what it's about, but vague enough to raise some curiosity.  IF you think your headline is good enough, you can even use it in your email header.  Regardless of what you put, you should always precede it with the words, "Press Release," so they know what they're opening.

The Pitch:

As I mentioned earlier in this post, your release isn't really your pitch.  It's a fact sheet, a selling point to be sure, but often times, the release is where journalists will go to find information, answer questions or be the deciding factor if they are on the fence about the story.  My pitches almost always take the form of a short, personal email that precedes the actual release.

In this case, my pitch would look something like this:


Duncan,


I have a story I think is perfect for your show.  Local non-profits and retailers hope to save the City of Denver millions in funds that normally go towards policing, jailing, educating and sheltering homeless individuals.  The first of 12 workshops designed to help the homeless find work kicks off this Saturday.  Several retailers are donating services, clothes and training in an effort to help the homeless find work and get off the streets.  Representatives from the Governor's office will be in attendance along with an estimated 100-plus homeless, getting haircuts, being fitted for new clothes and receiving training on applications and interviewing skills.  

This would make a great package, or even a live shot during your 7am hour or noon show.  We could even supply a representative for an in-studio interview if necessary.  We have photos available as well as some video of our first dry-run workshop. 


I can be reached at any time at 720.555.1235, or via email at chris@goodearthworks.com.  I look forward to hearing from you to schedule an interview or live shot.


Thank you,

That is the pitch.  Notice I did a few things in this short email.  I let them know that I think this is a good story for their show, and I let them know immediately why it would be of interest to their audience; the money-savings for the city.  I followed up by giving a few facts, including some potential visuals they might be able to use.  I also gave options for coverage by letting them know we were open to a variety of possibilities, from a pre-packaged story, to a live interview to a remote live shot during different shows.

Finally I let them know that I was available, how to contact me and encouraged them to move forward with scheduling coverage.

Sales people out there will recognize this last element.  It's classic sales.  Instead of asking for coverage (or a sale), assume the coverage is imminent (or sale is forthcoming), and let them know how to get in touch with you to make arrangements.

Will this pitch and release be successful?  It's hard to say.  It depends on a variety of factors, as you know if you've been following the blog.  But if you consistently send out releases and pitches like this, you'll find that you'll see your organization in the media more often than not.

Daily Article of Interest - Social Media Tips

Here is today's "Daily Article of Interest" (must be said with loud, booming voice for full effect).  Today's entry comes from the Web Worker Daily website and blog.  Here is a quick preview of the article.

Why Social Media Marketing is Still a Red-headed Stepchild

January 6th, 2010 (1:00pm) Aliza Sherman 

I’ve been discouraged in recent months to find that in the wider business world there is still an enormous resistance to embracing newer communications tools such as blogs, microblogs and social networks as part of a fully-integrated marketing strategy. I watch as public relations and marketing departments all but ignore the social media marketing vendors they bring in. I see print ads still going into newspapers failing to mention that the company or organization are now on Facebook or Twitter. I hear PSAs and radio ads failing to mention these new consumer touch points in addition to a web site.

I have to admit that I'm constantly amazed that businesses still don't see the benefits of social media.  And I'm not only talking about major businesses, in fact, the larger corporations are actively leading the way in social media experimentation and success.  Companies like Nike, Apple, Dominoes, etc, are using social media in ways that will impact overall business online practices for years to come. 

There are also small business and entrepreneurs who are creatively using social media to raise their profiles, generate interest online and draw customers to their organizations. 

Meanwhile, there are public relations firms, ad agencies and about a million small to medium to large businesses and non-profits across the country who not only don't get it, but they aren't actively doing anything to learn about or use, social media tools to expand successfully.

I think the tips in this article are very effective and thought-provoking.  In a sense, we're all still learning this crazy thing called social media as it continues to grow and change.  But while we know there will be growing pains and many lessons along the way, if we can establish some rock solid basics that we can jump off from, the process will be much smoother and we can all grow successfully together.

Insights from a working journalist

So, here it is, the first of what I hope is many, many video entries for this blog. As I mentioned in yesterday's post, I had a wonderful interview with a longtime associate of mine who happens to be a bit of a bigshot at a local TV station in Denver. We discussed a lot of relevant issues facing small business owners and non-profits handling their own pr and social media outreach, including pitching focus, audience identification, how the media is changing and how it effects pr.

These videos are raw, basically uncut segments of the interview. You'll hear me asking questions, interacting and you'll see Duncan's reactions unedited. I hope you enjoy them and that you find them helpful.

How a Journalist Defines a "Good Pitch":

Without further ado, then, the first video cut is a little insight into the decision-making process of a working journalist:



As you can see, uniqueness is vital to a successful pitch. Figuring out the timing of a pitch, having your collateral together and crafting your story are just parts of a bigger machine. One of the major cogs in a successful pitch is finding that one unique angle that sets you apart from everyone else.

To that end, the same holds true if you're trying to raise your profile online and in the social media circles. There is so much content online that you have to do something to distance yourself from your competition.

You could do something really outrageous, but more likely than not, you'll only get a quick blip on people's radar (if at all) and then you'll disappear. Instead if you find that one or two unique characteristics about your story or organization and put out quality content online and in media pitches, you'll earn staying power and, before you know it, you'll see your customer base grow.

Varying the Pitch:

The second video of the day features Duncan discussing the benefits of multiple pitches. I'll let him talk about it first, then follow up with a little extra insight.



Now I know what you're thinking...you're saying to yourself, "Multiple pitches for ONE story?! Man, that's a lot of extra work." Well, yes and no. First, as I've stated in previous entries, for small businesses and non-profits, quality is much more important than quantity. In other words, picking the right outlets to pitch will be much more valuable to you in the long run than just mass pitching every outlet available. Knowing your audience (or potential audience) and knowing where they are most likely to get their information will help you in this endeavor.

Find three, four maybe even five media outlets where you really want to gain exposure. Find out what kind of stories they are looking for and tailor your pitch to fit their parameters. I'm not talking about completely overhauling your pitch, your basic pitch will work just fine. I'm talking about tweaking your lead-in. Much like Duncan discussed, you only have a few seconds to really impact the journalist. Your first two sentences have to let the journalist know exactly what the story is, what makes it unique, what makes it newsworthy and why it will matter to their audience.

Instead of writing, "Petsmart will celebrate the opening of a new pet spay/and neuter clinic on Thursday," write, "The city of Denver could save millions in animal control costs due to a new spay/neuter clinic opening this week." The first is an announcement. The second is news and will appeal to producers like Duncan who's shows focus on hard news. However, let's say you're going for an in-studio appearance on a Friday morning where you'll bring on some cute animals and discuss the opening of the clinic and how it affects pet owners. The pitch you just sent to Duncan probably won't work. You have to tweak it again to appeal to that particular morning show and its producers.

In this case you might write something like, "Family pets now have a new place to go for affordable treatment and care, thanks to a new clinic opening Thursday in Denver." It's less newsy, but more focused on the type of segments that particular news program features.

One last thing. I've said it before, but I want to reiterate it. The best way to pitch a media outlet is via email first. It gives you a reason to call the journalist for a follow up, plus, it allows you to be personable.

I always, always, send a pitch with a short, two to three sentence intro. at the top of the email. In essence, this intro. IS my pitch. The press release is really more for background and other essential information. The email at the top, explaining what the story is and why I think it is perfect for a particular outlet is what is going to sell the journalist on the story.

Because I think this is such an important aspect of pitching a story, I will provide a mock-example of a pitch in Friday's entry. Stay tuned.

How a Governor's announcement (and other breaking news) can help your pr efforts

I'm very excited.  I just finished a great interview with an executive producer at a local television news-station.  He was full of good tips, insight and humor, which is always important.  The interview itself lasted about 90 minutes, so I can't put the entire interview up online, but I will be cutting the interview into bits I can use to focus on specific areas of public relations and the media. 

I am also considering putting together a podcast so you won't always have to read my long entries if you don't have time.  You can just download it for free (which is the best price around) and listen to it at your convenience.

One of the subjects discussed during the interview was relationship-building and becoming an "expert" that local newsrooms feel comfortable calling on when necessary.  Here's a quick look at what this means before I delve too deeply into the topic.

The "Expert" or "Rabbi" list:

Every journalist has a list of individuals that they feel comfortable calling on in a crunch.  This usually happens during breaking news, or when a reporter is asked to cover a story dealing with a topic they may not be completely familiar with.  These "experts" often provide the journalist with information about the subject matter needing to be covered.  In these instances, the expert may not end up on camera, but will prove to be very valuable to the journalist by making sure their facts are correct and that the premise of the story is even viable.

At other times, these experts are called upon to become spokespeople or analysts, helping to dissect a major event or other breaking news.  More often than not, an expert called upon for basic information is not the expert called upon for actual television time.  There's a reason for this and we'll get to it in a minute.

The benefit of becoming an "expert":

First, you have to understand that one of the major aspects of public relations and social media is to get your name, or the name of your organization out in front of the general public.  Hopefully, as people see your organization in print, on television, hearing about it on the radio or finding it online, they will begin to associate you with a specific product or service.  This is great, and very beneficial to you and your organization, obviously.

Think about Pepsi.  You know it's a soda.  Think about Apple, you know they make computers and iPhones.  Those of you in Denver and the surrounding areas, think about Heidi's.  Do you know the name?  Do you know what Heidi's is?  The answer is, most likely, yes, you know it's a deli.  How about Floyds?  Or Ball?  Or Gart's (even though they don't technically exist anymore)?  Red Cross?  The Susan G Komen non-profit? You are probably familiar with these names because all of these organizations do a great job of getting their name out in front of the public.  They do this through social media, focused and effective public relations and constant community outreach.

One of the ways they get their name out on local tv stations is to provide insight as experts to various topics covered by local journalists.  Every time an expert ends up on tv, you read their name, and you read what organization they are with.  If you're a quality expert, you can get on local tv news several times.  This is valuable air time and reflects positively on you, your organization and gives your organization credibility.  If the tv stations trust you enough to put you on as an expert, then the public will generally trust you as well.

How to get on the "list":


Here's where it gets hard.  As the journalist I just interviewed said, "It's a tough nut to crack".  And here's why. 


Journalists are just like everyone else.  They like to work with people they know and trust.  Journalists want to know that the "expert" they're brining on is knowledgeable, looks good on camera and can speak in short, concise, clear sentences.  They trust these "experts" not just based on the knowledge the expert brings, but because this expert understands the time limitations and other constraints faced by journalists.  These experts offer good quotes and good soundbites.


So how DO you become an expert that can be called upon by your local journalists?  Here are a few tips:


1.  Know your stuff.  I mean, REALLY know what you're talking about.  Make sure you are aware of what is happening all over your industry and be able to back up your statements with facts. 


2.  Learn to speak in clear and concise sentences.  One of the biggest pet peeves of most journalists is an expert or interview subject that rambles.  Give them sound bites and quotes that are short and to the point, and you'll be their BFF's.


3.  Start small.  Breaking into a newsroom expert list is particularly difficult if you're trying to deal with established reporters and producers that have been in the area for a long time.  They likely already have their expert list filled out.  So look to the weekend producers and reporters.  They generally tend to be younger, less experienced and, given the fact that they do their work on the weekend when some of the other newsroom experts aren't available, might be more willing to take a chance on an unknown entity.  Get on their list when they're just starting out, and they'll carry you with them as long as they remain in the market.  Plus, many of these individuals work other shifts in the newsroom during the week.  Prove yourself to them and they'll give you an endorsement to others in the newsroom during the week.


4.  Build your relationships.  Again, you might have to start small here, but, just as I mentioned in earlier entries, continuing to pitch good stories (whether they get coverage or not) and bringing a newsroom pizza or donuts from time to time is a great way to let them get to know you better.  To this end...

5.  Stay in front of them.  By this I mean, make sure they get correspondence from you regularly enough to remember you.  As the executive producer said, there is a very fine line between staying in front of a journalist and harrassing them.  You don't want to harrass them, but you have to make sure they remember you when the time comes.  Emails work great here, as does another, new, social media element that I will get to in just a minute.  An email once a month isn't harrassing, but it does keep you in front of them, whether you're pitching a story or not.

6.  Be aware of the news of the day.  This is very, VERY important.  As I said in the "timing" entry, opportunities come along every so often and you have to take advantage of them.  For instance, today, Governor Ritter announced he was dropping out of the 2010 gubenatorial race, citing family issues as a major reason.  By mid-morning, as the Governor was giving a press conference, a professor at the University of Denver had emailed the newsroom saying that he had written a book about how high-profile political lives can have detrimental effects on family life.  The DU professor saw an opportunity and jumped on it.  Now, he didn't get booked, because the station had already booked Dottie Lamm, wife of former Colorado Governor Richard Lamm.  It was still a good pitch and worth the time it took to send the email.  And it's likely he'll end up on another show at another station in the next couple of days as coverage continues.

7.  Practice being interiewed.  So you pitched a weekend show as an expert in something you're very familiar with and have great knowledge in.  You saw a breaking news item and immediately made a pitch to provide insight to extend their coverage.  You've been booked for a live interview for a weekend morning show.  Now comes the hard part.  Make sure your clothes are clean and pressed, not wild colors, no blacks or whites, no stripes.  Make sure you look as good as you can and, if possible, get a list of questions you may be asked ahead of time, so you know what to say and how to say it.  You will likely only get one shot at this and if you perform well, you will be asked back.  Perform poorly, and you'll grow old waiting for the phone to ring again.  To prepare, have someone you trust interview you.  Tape yourself so you can see what you do well and what you don't do well.  If they like you, you are well on your way to making their expert list.

An example of a great "expert":

Even before Governor Ritter began his press conference, newsroom across town were scrambling to get their experts in to analyze the decision and start looking ahead to who might fill the void left by Ritter's departure.  

A person's face you will likely see plastered all over the local tv stations as well as in the local papers, on local radio and even quoted on area blogs and social media outlets is one Floyd Cirrulli.  For those of you who don't know him, he's a local political expert.  He runs a local political consulting group and, over the years has become the preeminent political consultant in Denver, due, in part, to his exposure on local tv news reports. 

Here is why, in the executive producers words, Floyd is a great example of the perfect expert.

He is accessible
He looks good on camera
He dresses for television
He speaks in short, clear sentences
He understands the audience and speaks directly to that audience
He understand newsroom constraints
He has a deep knowledge base of the topic

So, now you know what you must shoot for if you want to be included in a newsroom's expert list.  It's a tall order, but the benefits can be great.  Becoming an expert for a local news outlet can vault your organization to a unknown heights of name recognition and credibility and allow you to grow faster than even you imagined.

A secret weapon

One element that was discussed during the interview was the impact social media has had on newsrooms across the world.  Ducan Shaw, Executive Producer for KCNC News (and the journalist interviewed) mentioned that social media hasn't necessarily changed the kind of stories that are covered, but it has drastically changed how those stories are covered, promoted and disseminated.  Social media has changed how news is gathered, period.

In fact, KCNC uses Twitter daily to help them gather information on stories they are covering that day.  Each morning, during the morning meetings, stories are discussed and rundowns are put together.  During these meetings, producers Tweet the stories being discussed.  For small business owners and non-profits, this means knowing what will be covered long before it actually ends up on tv.  As reporters and producers struggle with exactly how to cover the news of the day, the Twitter feed allows local business owners, experts, non-profit directors, etc, to provide input, feedback and even offer up their expertise to help the reporters cover the story.

This is a tool that is being used by newsrooms across the country.  If you own a small business or run a non-profit, you should be watching these Twitter feeds constantly, waiting for that opportunity to present yourself to newsrooms as an expert. 

One final thing to remember when looking for news coverage, whether it's tv, radio, print or online, and I can't believe I haven't discussed this before, but I haven't and this is VERY important.  You have to remember that if you ARE called upon by a newsroom to act as an expert of give insight to a specific story, that story is not about you or your product or service necessarily.  In other words, this isn't a commercial for you. 

The example Shaw used in the interview was the "Cash for Clunkers" story they covered extensively.  They went to a local car dealership to talk about how the program was impacting them and other auto dealers.  They wanted insight into the effect of the program, they weren't looking for information on the new 2009 Ford Taurus. 

In the same vein, if you are asked to give an interview about a topic, stay on topic, don't stray off and start talking about your business or service or product.  They will just edit all that stuff out anyway, and again, you probably won't be getting a second call from them down the road.

I'm very excited with the interview and I think you'll find it very insightful and helpful as you continue to put together your own pr campaign and social media push.  It's a peek into the world of journalism that you don't often get to see and hopefully it will help you understand the thought processes that go into news reporting.  In the end, it's information that will help you be successfull.  And, really, isn't that why we're here?  Look for the video coming soon.

Daily Article of Interest and Breakdown

Two entries in one day?  What is the world coming to?  Heck, I might even toss in a new feature called article of the day.  I come across so many excellent articles during my reading every morning.  I peruse blogs, newspapers, tv sites, pr sites, and there is an awful lot of good content out there.  Take this entry for instance.  It's from "The Bad Pitch Blog" and has a lovely little blurb that really spoke to me this morning.  Here is the blurb.  For the rest of the entry, go here.

Pledge to Make a Mistake: Promising yourself you'll f-up in 2010 comes with two benefits. Accepting you'll make a mistake allows you to focus on the actual work instead of achieving perfection and dreaming up horrible consequences stemming from the mistake. But more importantly, you'll learn something. It's not whether or not you'll make a mistake, it's how you handle the mistake that will ultimately set you apart -- for better or for worse.

I love it!  Make mistakes, take chances, be bold.  You know, now that I mention it, I think I might really do the daily article thing.  What do you think?  Would it interest you?  I would try to keep it social-media and pr focused, but every now and then I might also toss in other stories of interest, like this one, from the BBC. 

Speaking of taking bold actions and making mistakes, here's a quick look at the headline, and I think you'll understand why I'm linking to it.

BeautifulPeople.com axes holiday weight gain members

The site is unabashed about its selection criteria

Dating and social network site BeautifulPeople.com has axed some 5,000 members following complaints that they had gained weight.

If you will allow me to digress for just one moment, I just have to say something about this, and it has nothing to do with the fact that I unabashedly admit I will never be accepted into Beautifulpeople.com's database.  I qualify as a "roaming fatty" so...there you go.  No, I wanted to comment on the newsworthiness of this article.


I found the story from a Tweet I saw.  It came from this guy, Duncan Hopwood in England.  Here is his exact Tweet (@Hopwood).

I know it's been a quiet holiday but can't believe the BBC fell for this. http://ow.ly/Sy5l #pr 5:19 AM Jan 4th from HootSuite

My intial reaction was something very similar, only in an opposite direction.  You see, when I saw this story, I thought it was a joke.  Seriously, I thought someone had pulled the wool over the eyes of the BBC and perpetrated a gigantic hoax.  Something in my gut still tells me it might be fake, but I press on.  In fact, before I posted this to my Facebook page, or noted it here, I went to several (six) different major news-sites to confirm that this was, indeed, a real story.  

It is, life goes on, as does Beautifulpeople.com, albeit five-thousand members lighter.  So now we have to ask how this became an international news story.  How does a website with a few thousand members manage to grab the attention of some of the most respected news organizations in the world and become a viral hit in social media circles?

First, ask yourself what your visceral reaction was to this story when you read it.  Mine was slightly shocked followed by laughter, followed by pitiful headshaking.  This is a story for precisely that reason.  This story evokes emotion.  But does it really fit the news criteria that I've laid out in previous entries?  Let's take a look.

Impact - This is a no brainer.  Since this is a website that I would venture most of us have never heard of, let alone belonged to, until we read this story, it has little, if any, impact on our lives.

Proximity - Well, the site is oriented towards those living in England, but it's online, so in a sense it's worldwide.  However, I would venture to guess that there are very few Coloradoans, or other Americans on the site.  So proximity is out as well.

Timeliness -  This is an interesting topic as it meets this criteria TWICE.  First, it's a story that just happened, and the backlash is currently taking place, so it meets this one on that level.  But on another level it also qualifies since this is the time of year when millions, if not billions of people resolve to lose weight in the coming year.  Weight loss stories and ads are all over the television, online and in print.  Really, the timing of this story couldn't have been better.

Relevance -  This goes back to the second level of timeliness.  It is somewhat relevant because so many of us want to lose weight.  This story shows a direct consequence of being overweight.  This is just another message tossed our way telling us how unattractive fat people are.  We will relate to being scorned, like those 5,000 former members, because most of us have felt the pain of being labeled a "fatty".  It hits the mark on this one.

Wow Factor -  This is where the story really hits a home run.  To many this story is outrageous.  The quote itself is outrageous in its straightforwardness.  The thought that an online site would voluntarily ax FIVE THOUSAND members?  Well that's a wow factor that can't be ignored.  This one is a bullseye.

So while this story completely whiffs on some very important criteria, such as proximity and impact, it hits pretty solidly with the three others.  Three out of five isn't bad, and in this case, given the sheer wow factor alone, it qualifies as a story worthy of coverage.

I can only imagine the faces of reporters, editors and producers when this story came across the wires.  There was probably some chuckling and drooling taking place at the juicyness this story represented.  I gaurantee that there will be interviews with some of the axed members, a protest by some "fat is beautiful" group and some kind of apology before weeks end.  And it will all be covered by world news organization, probably right after they report on some tragic bombing or shooting in a war-ravaged part of the world, but before they report on starving children in Africa.

This story is also a great examination of the power of social media.  This is a website that allows people to feel like they belong to an exclusive group.  Online, building groups is vitally important.  Members of the site actually get to approve or disapprove of potential members, making them feel like active participants in the site.  Members feel like caretakers and were active enough to tell five thousand other members to shove off.  Despite what you feel about the site itself or its actions, a lot can be learned from how this site operates in terms of building a brand, earning loyalty, enticing members to feel active and be interactive and growing a community, if even a very exclusive one.

Think about your social media efforts and ask yourself if you're doing enough to attract new members by building a community, and if you're doing enough to keep them by letting them feel as if they're an active part of your organization.  If not, you might want to emulate a thing or two that Beautifulpeople.com is doing.  Without, you know, the hubris and stupidity of alienting five thousand plus people in the process. 

Get yer boots, it's Stock Show time!

For those of you relatively new to our "Dusty ol' Cowtown" as Woody Paige like to call it, this is the time of year when the temps get colder (really), the fashion takes a backseat to cowboy hats and boots, and the air is tinged with the sweet smell of...cattle...and everything that comes with them.  Yes, folks, it is, indeed, time again for the National Western Stock Show.

***Note*** For those of you reading this in areas directly outside of Denver, this entry actually still holds relevance for you.  I tie it all together at the end, trust me.   

 

I know, I know, I can hear you through my computer screen.  Those of you from New York, Boston, Chicago, California, etc., are wondering why the hell should we care about a bunch of farmers and ranchers gathering to strut their stuff for two weeks in the dreary, early days of January.  I mean, I hear you, the reasons for the NWSS are about as outdated as daylight savings time.  And yet we still fall back and spring forward every year. 

As a native, I'm well aware of the impact the NWSS has on Denver, even though I personally haven't attended an event in over a decade (I'm not counting the annual kickoff media party, or the years spent broadcasting from the merchants area while working for KOA...doesn't count).  And while the whole affair seems like a quaint salute to a lifestyle that really no longer exists in Denver, or in very few other places, for that matter, it will still impact your organization's bottom line for a few very important reasons;

1.  Tradition
2.  It matters economically
3.  Tradition
4.  Cows parading through the streets of downtown Denver
5.  Tradition

You'll notice I pointed out one VERY important reason why the NWSS still matters.  Yep, I mean reason number two.  Although reasons number 1, 3 and 5 also play a role.  The media, particularly local media, will almost always give a tip of the hat to local traditions.  There's a reason why we are inundated with video of a band playing John Sousa marches in Washington on the 4th of July, and why we have to see hundreds of half naked people making a mad dash into frigid waters in Minnesota on New Years.  Neither of those things impact us here, they don't hold any great newsworthiness, but we still see them every year on our tv sets, and online, hell, I even got tweets from people while they were IN THE WATER, freezing their butts off.

So, yes, tradition is important.  Especially if it's a local tradition dating back over a century.  I never liked it, but I understood why the local media gets all geeked up about the NWSS.  First, they throw a heck of a part for the media; open bar, free food, which is great, mariachi bands, dancing, the works (although I will admit I liked it a little better when it was held on the floor of the rodeo arena, all dusty and smelly, rather than upstairs in a cramped VIP bar area, but, oh well). 

So get ready to see the local talking heads donning colorful leather vests, uncomfortable boots and tacky cowboy hats, all in an effort to give the masses a flavor of the Stock Show.  I always thought they should be eating candied almonds in front of the petting zoo while a sheep was sheared in the background and a cow was mooing as it crapped all over the floor to give a real sense of the show, but that's just me.  Anyway, I digress.  There's one other reason that the Stock Show matters and it's a reason that could impact your bottom line; economic impact.

No, it's not the Democratic National Convention in terms of tourism dollars spent in Denver, but since we only get one of those every hundred years or so, the Stock Show will have to suffice.  You see, thousands upon thousands of people descend on Denver to either participate, support or just watch the rodeos, the auctions, sample the foodstuffs and buy the wares.  While they're here they'll spend money in hotels, at restaurants  and in local shops.  Even the hardcore folks will have to take a break from all the calf roping and bucking broncos to wander the streets of our fair city.  And when they do, that's when you can enter the picture.

While tradition still holds some influence, and the video is pretty cool, what with all the flying bodies and close-ups of cute animals and kids, economic impact is perhaps the biggest reason why the local media will devote several hours of their coverage to the NWSS over the next few weeks.  Just in case you don't believe me, here's a newsworthiness list for the NWSS.

Impact - economically, the NWSS will bring millions into the Denver economy, that's impact enough, but it will also snarl traffic from time to time and thousands of local residents will be involved in the activities.

Timeliness - Well, it's happening RIGHT NOW, and it will be happening RIGHT NOW for the next three weeks.  It doesn't get any more timely than that.

Relevance - While most of us aren't farmers or ranchers, a lot of Coloradoans are.  That, coupled with the fact that the cow you just saw frolicking with Dan Daru at 7am will probably be on your plate sometime in the coming weeks, what happens at the NWSS does have some relevance to our daily lives.

Wow Factor - It's a throwback to simpler, quieter, times in this crazy, Facebook-driven world.  Plus, the videos are way cool and, come on, it's a rodeo, man.  Okay, some wow factors are better than others, but truthfully, local tv stations and print outlets love the photo and video ops, as might some online media.

What does this mean for you?

First off, you have to know that any story you plan on pitching over the next few weeks will be competing directly with the NWSS for coverage.  This doesn't mean you have to just throw up your hands in defeat and hold off pitching that story until February.  It DOES mean you might have to tweak your pitch a little, though.  Or, as many have done, find other avenues to get the word out about your organization.

You might ask how in the world you can use the Stock Show to promote your organization, and the honest answer is, not everyone will be able to.  Here are some tips, though to help you figure out if you can.

1.  Is there anything about your organization that lends itself directly, or even indirectly to the Stock Show?  Maybe you own a restaurant that could wind up with some of the beef, or lamb, or llama or ostrich that is sold at the NWSS.  The prices of those sales could directly influence the price of your meals.  It's an economic impact story that might interest newsrooms. 

2.  Is there any kind of event that you can host that might draw interest from NWSS attendees or the media?  If you own a comedy venue, maybe you have a comedy rodeo, or if you run a nightclub, have a line dancing competition.  There are a million fun ways to take advantage of the NWSS while it's in town, and while not all of them will earn media coverage, they might just catch the attention of locals or attendees who might stop by to check out what you're up to.  These are events that can be promoted via social media and cost very little to put together and promote.

3.  Is there a cause or subject that links to your organization, and if so is there something you can do to raise awareness of said cause or subject?  This is primarily for non-profits, but local businesses can get in on the act as well.  PETA is famous for protesting at events like the NWSS, as are certain green groups, environmental groups and vegan groups, seriously, vegan groups.  Be warned, though, while you might earn media attention, you face the likelihood of alienting a large portion of the audience who might not even disagree with your ideology, but just don't like you interfering with their fun, or livelihood.

The NWSS, like most other local events, is a gathering place for thousands of potential customers from all walks of life and backgrounds.  These are people you might not otherwise be able to reach through your more usual routes of media.  Why not take the time to actually go out to the NWSS and set up a booth to give away free food, or drinks or souvenier trinkets.  Or you could go the social media route and put together a flash mob to promote your organization.  Again, there are so many different ways to catch the attention of attendees, locals and media. 

The NWSS is a challenge, to be sure, for small business and non-profits looking to get their piece of the economic pie.  Folks in Wyoming understand the problem you're facing here in Denver.  The Cheyenne Frontier Days is even bigger than the NWSS, and is THE focal point for media when it's happening.  Pitching anything non CFD related is an exercise in futility when the event is taking place, so, at least you don't have to deal with that.  From a traditional media standpoint, you're at a disadvantage because you're competing with a ready-made story that meets nearly all the news criteria.  But it's tailor-made for other pr outlets like social media and public outreach. 

If, at some point, you realize that your organization has absolutely no way of linking itself to the Stock Show, you might try the anti-Stock Show approach.  During the DNC in Denver last year, several businesses took advantage of the backlash against the coverage and snarled traffic and headaches caused by the extra bodies and security to host anti-DNC parties.  These weren't against a political party, but events that purposely avoided the DNC tie-in.  Only a couple got media coverage, but thousands attended these parties, thousands that might not otherwise have learned about the particular organization hosting the event.

By the way, these are tips that hold true whether it's the NWSS in Denver, or the St. Patrick's Day Parade in Boston, or the New York Marathon or the Red River Rivalry in Texas.  All major events will grab the attention of the media, putting small businesses and non-profits behind the eight ball when it comes to capturing earned media coverage.  This is where social media and public outreach enters the picture.  If you have your message ready, your materials printed and a fun way to grab attention, you will make the most of any major event.  Don't be afraid to take chances, do something a little outrageous and put yourself directly in the public eye.

Oh, and remember, there are these types of events every year, all year.  In Denver, these same rules apply for the annual, "Taste of Colorado," "Columbus Day Parade," "Colorado Colfax Marathon" and a host of other major events.  These are all opportunities to use your social media and public outreach skills to raise your profile.

On the bright side (from a small business and non-profit angle, at least), the Broncos missed the playoffs, so you won't have to battle the Bronco coverage for a while.  In fact, after the NWSS, the news slate is pretty wide open and a relatively slow.  In future entries, I'll offer some tips on how to take full advantage of this lull in news.  Until then, strap on your boots, it's Stock Show time!

Back to Business: Get the Message Out!

Welcome, friends, to 2010.  Here's hoping it's successfull and prosperous in many ways.  There, resolution number 1, completed.  New Years greeting, check.  Surviving the holidays, check.  Surviving the New Year weekend festivities with minor emotional and physical injuries, check.  Now onto more meaningful resolutions, such as; helping small businesses and non-profits figure out how to effectively handle their own public relations.

I posted an entry last week that dealt with pitch-timing and got some good response, thank you all who sent thoughts and feedback.  One of the main questions I received focused on a very short section in that entry dealing with an organization's message.  Many of you wondered exactly what a message is and how it can be used to help your pr efforts.  It's an excellent question and one that is perfect to kick off the new year with.

What is the message?

First, here's what the message is NOT.  It is not your mission statement.  While your mission statement may (and probably should) influence your message, they are not one and the same.  We'll get to an example in a minute, but before I get there, here are a few things you should know when putting together your message.

1.  Your organization will have several "messages" depending on what audience you're targeting.
2.  Despite having several audiences and messages that appeal to them, you still have to have one overriding message that encompasses them all.
3.  The message has to be meaningful to both you, your staff and to the public at large.
4.  The message must be simple, yet powerful.
5.  The message must be memorable.

Sounds easy enough, right?  You are probably sitting there thinking, "This sounds way more difficult that I thought it would be, Chris."  It may sound like upper level engineering, but it's not.  I'll walk you through it, and together, we'll help you put together a top-notch message for your organization.  Deal?  Deal.

Creating Your Message

First, think about your organization.  What does it do?  How does it go about doing it?  Most importantly, ask yourself WHY does your organization do what it does.  Let's take a non-profit for example.  Let's say this non-profit raises funds to help finance arts in public schools.  They may have a mission statement that goes something like; "Bucks for Bands is dedicated to raising money to aid in the funding of arts and music programs in lower income public schools."  That's pretty basic.  Most mission statements I've seen set out in black and white exactly what the organization is supposed to do.  In this case, the organization raises money to fund arts programs.  But is that the message?  In a word, no.

You might ask why and I'll tell you.  You see, a message isn't designed only to tell people what you do, but also why you do it, and sometimes how you go about doing it.  A mission statement tells people what you do, while a message tells people what you do AND inspires people to get on board with you.

Remember the entry about storytelling?  The Who, What and Where play essential roles in telling that story, but it's the How and the Why that makes the story interesting.  The same holds true for the message.  WHY does "Bucks for Bands" feel so strongly about their cause?  How do they raise money to help them meet their goals?  These are important questions that you have to answer when trying to convince folks to donate money or volunteer or generally support you.

Maybe the organization feels that arts is crucial to the learning process, teaching creativity and all that.  And maybe they have some very unique methods of going about raising money outside of bake sales and donor drives.  Let's assume these are both true.  Then the message might look something like this:

"We want to improve the overall level of education in our schools by supporting arts programs through time, money and cooperation with public schools across Colorado."   This isn't a completed message by any means, but it's a great start.  It tells people immediately why they are involved in their cause, and, even if vaguely, what methods they are trying to meet their goals.  Suddenly this organization becomes more attractive to people who, otherwise, might not have had any interest in laying down $100 bucks to help a kid buy fingerpaints. 

The message has expanded the audience.  Who doesn't want to improve the overall level of education in our schools?  Who doesn't believe that it takes more than just money to solve a problem?  Now, even those who might not have the cash to support, feel like they can be involved in some way to help a cause they also find important.

Business Messages:

Some feel that creating a message for a non-profit is easier since they tend to be more socially active.  This is a silly notion.  Creating a message for a business is just like creating one for a non-profit.  You still focus on the who and what, the how's and the why's. 

In some ways, it can be easier to put together a message for a small business for the simple reason that location is often much more focused.  For brick and mortar businesses, they can focus on an audience that is nearby.  For online businesses, the challenge becomes a bit harder.

Case studies - small businesses

Okay, so you own a sandwich shop.  It's nothing huge, but it's your world, and you believe you have some of the best sandwiches around.  Heck, that might even be in your mission statement; "To provide the best quality sandwiches available at an affordable price."  Or maybe you own a dry cleaners and your mission is to offer timely high-quality cleaning.

As a small business owner, you've gone through this process before.  You have a service, it's a service you believe people want or need, and and you believe you can deliver that product in a way that is affordable and better than most everyone else.  So, ask yourself WHY you do what you do.  Do you do it because you love your job?  Do you do it because you have a high skill in what you do?  Both?  List the positive things about your business.  Here's a list of the things I like to see in the businesses I frequent.

Highly knowledgable
Friendly and outgoing
Fast and timely
They listen to the customer
Location
Affordability

This is my list, but it's a good bet that, since I'm like most everyone else, most everyone else's list is going to be very similar.  Of course you can't put all of those things into your overriding message, but you can pick out the ones you're really good at.

Let's say your sandwich shop is very open to feedback and is very affordable and you have a great location.  And let's say that your dry-cleaning store has a very experienced and knowledgable staff, and is also very friendly and outgoing.  Now you have some basics to build your message on.

Step one - Focus on why you own your business
Step two - Identify the biggest positives of your business
Step three - Identify what makes you unique

Step four - Identify the audience you want to reach

Let's face it, the success of most small businesses hinge on the customers that live and work in the immediate vicinity.  Most likely, your primary audience is going to be these people.  You have to give them a reason to choose you over your competition in the same area.  That's why it's so important to figure out what makes you unique, something different than the others.

Back to the sandwich shop.  You love what you do, you feel like your sandwiches are the best around and you're local and affordable.  But just about every sandwich shop owner is going to say the same things.  What separates you from the others?  Do you specialize in a healthier kind of sandwich.  Are your ingredients different than what other sandwich shops use?  Do you bake your own bread?  Did you start up your shop in your neighborhood because you wanted to help it grow economically? 

Let's say you started your shop because you wanted to offer customers a healthier, more affordable alternative to sandwiches than Quizno's or Subway or the other local shops.  Now you have the meat of your message.  It might look like this:

"Pete's Sandwiches is a neighborhood, family run place that serves our community by providing food that is affordable for families and provides a healthy alternative to fast food."

Again, this isn't a finished message, but in this rough draft, the message says a lot.  It tells potential customers that you are family-oriented, that you are part of their community, that you understand the financial burdens they may face, and that you provide healthy alternatives they can afford.  Heck, your message might be something as simple as, "Pete's Sandwiches is proving that fast food doesn't have to be fattening and healthy food doesn't have to be expensive." 

The dry-cleaners may be unique because it uses a special formula or perhaps it caters to a specific audience such as high end clients with delicate clothing or everyday workers that need to look good to advance in their careers.  Their message may be, "Jerry's Cleaners uses high quality formulas to keep the business-person looking like a million dollars without spending a million dollars."  This message identifies who they are targeting and why they are a better choice than other cleaners, focusing on the high qaulity of their work and affordability.

These messages may seem like advertising slogans, and in a way, they are.  One just needs to look at the highly successfull Geico commercials to understand why a message is so important.  "So easy a caveman can do it" isn't so much of a pr message as it is an advertising gimmick, but it gets the point across nonetheless.  But Geico didn't stop with that one message.  They continued on to include commercials aimed at different generations of users.  Their lizard campaign, their famous spokesperson campaign, their recent film noir campaign, are all aimed at different types of audiences.  Taken together their message is clear, we are accessible to all types of people, old, young, stupid, smart, bad drivers, good drivers...in the end, Geico is easy to use, just try us out.  They don't focus on affordability, they left that market to Progressive who seems to have that area cornered.  Instead they went towards accessibility and ease, and it works.

Filling in the Gaps:

Now you have a basic message.  But it doesn't give the potential customer or donor the entire picture of your organization.  Like all entities, your business or non-profit is complex, probably way too complex to be boiled completely down into one or two sentences.  This is where the supporting messages come in.

In the above examples for the sandwich shop and dry cleaners, we put together a basic message for them.  But the owners have other, more specific goals or ideas, that may be attractive to specific audiences.  This is where the secondary messages come into play. 

The sandwich shop has already explained in its primary message that it is family friendly, affordable, healthy, community-oriented.  The secondary messages can play up a specific aspect of something in the primary message or it can address something completely different.  For instance:

The sandwich shop can address how it's healthy in a secondary message by saying something like:  "We grow our own vegetables to ensure the freshness and quality of our product."  or "We deal with only local farmer in an effort to support our local economy and ensure quality and freshness."  Both are equally good messages.  You then follow up this message with supporting facts, such as, what farms you deal with or how and where you grow your veggies.  These secondary messages are more like statements that expound upon your primary message. 

For the non-profit example, one secondary message could be, "Bucks for Bands utilizes local teachers and volunteers to provide free arts education whenever possible to enhance the student's learning experience." 

The dry cleaners secondary message could be, "Jerry's Cleaners draws upon its vast experience to carefully handle those hard to clean clothing items that mean so much to you, our customers."

Each of these secondary messages must have some facts to support the message, otherwise they're just statements with no meaning.  People will ask, and you should be prepared to answer them quickly and honestly.

The message isn't just about letting people know who you are.  It's about being prepared.  If you have your messages in place, complete with supporting facts, you will be able to answer any question thrown your way without hesitation.  Plus, when speaking to the public, whether it's through a media interview or online or face to face, you will be able to use your message to tell people about who you are, what you do and why and how you do it, in a clear and concise manner.

For another type of message design, go here.  This is called the message pyramid, and is used primarily when dealing with a crisis situation.  But it can also be used as a primary message builder.  

Using your message:

Okay, so now you have your message and secondary messages and supporting facts.  What do you do with it?  The first thing to do is memorize it.  commit it to memory.  Then start playing with it.  Figure out different ways to say exactly the same thing.  You won't always be able to say the exact same phrase every time you're face to face with potential customers or other shareholders.  Understand that while it would be great to be able to rattle off, verbatim, your pre-prepared message all the time, it's simply impossible.  Knowing different ways to say the same thing will help you come across as more more natural and personable, something potential customers really like.

Second, you have to start integrating your message into everything you do.  Your message, or some aspect of it, has to be on all of your collateral, it has to be on your website, it has to be inclued in quotes you give to reporters and in speeches you give to donors.  Everything you do and say that relates to your organization must have some aspect of your message in it.  This isn't as hard as it sounds and you'd be surprised at how often you probably do this already, without even knowing you're doing it. 

Third, practice using your message.  Practice throwing something from your message into every conversation you have about your organization.  This does a couple of things.  It helps you memorize it better, it will also help you become more natural at spreading your message without sounding overly scripted.  The less scripted you sound in conversation, the more trustworthy you seem.

Four, repeat, repeat, repeat.  Politicians have long known the secret to success is to have a strong message and then repeat that message until you can't repeat it any more, and then repeat it again and again.  Politicians like to say that if you repeat something enough times, it becomes truth.  While we're not in the business of lying, we ARE in the business of attracting customers, and repeating your message will do that.

When I used to dj, the jocks would get sick of a song after a week or so of playing a new hit.  But just as the jocks would get sick of a song, the public started to take notice.  Only after repeated plays would songs actually start to gain popularity.  It's not that the song sucked and people just warmed up to it, it's just that it took time for enough people to hear it to remember it, and make it popular.  Folks may not buy a song after hearing it once, they may like it, but they're not plunking down money to buy it right away.  But after hearing it over and over, it becomes something they are comfortable with, something they really enjoy, something worth buying.

A message is very similar.  People need to hear your message over and over.  It's not enough to just hit everybody once with your message.  It's like the old adage in advertising; It's more important that a few people hear your message repeatedly than to have a lot of people hear your message once.  When people go to your website, they have to see your message, then they can hear it in your interviews and discussions and they can see it again online. 

Writing your message and the secondary messages is one of the most important things you can do when putting together your own public relations or social media/marketing campaigns.  Just having a message will put you ahead of the game and most likely set you apart from your competitors who might simply have only a mission statement. 

Your message will give your organization a face, it will show potential customers heart and transparency and will give your potential customers accessibility to you and build loyalty, which is so important to success.  If you start with a strong message, you are already on the path to success in 2010.