(Eric, Best practices, Executive insights, Internal communications, The written word) Permanent link How many times does someone communicate with you, and the only thing you’re thinking is, “I see it from their point-of-view, but (WIIFM) What’s In It For Me?”
Most people are like Jerry Seinfeld when it comes to receiving information. When Elaine comes running in to tell Jerry, “did you see that the corner bakery is going out-of-business? Isn’t that sad?” And Jerry would simply reply, “Well, I never ate there, so, why should I care.” We could simply write Jerry off as a self-centered, uncaring person, or we can learn a great lesson from his callousness: all communications must originate and focus from the recipient’s point-of-view, not the sender. This is a classic pitfall to avoid. Don’t begin with, “here’s the news and why it’s good for our organization.” Instead, think from the recipient’s point-of-view, and ask, with a fairly jaded perspective, “why is this important or relevant to me?” WIIFM should be both the lead and the gist of the story. Most people, most of the time, will “assume” that the information is good for the sender and the organization. What they really want and need to know is WIIFM. This is simply human nature. Don’t fight it, and just give Jerry a knowing smile for teaching us this lesson the next time you see him on the tube. (Clara, Best practices, Networking, Online marketing) Permanent link With the explosion of social networking sites, there's all kinds of stuff online that we're supposed to be joining and updating. I can't say that I'm sold on all of it yet. (Nor do I have a ton of free time on my hands!) Nonetheless, I'm on Facebook and the like. The site that is starting to pay off for me is LinkedIn. Over the last couple of years, I've slowly added contacts. I did it because it was "something I should do." Recently, I needed to get my foot in the door on behalf of one of our clients at a large national organization. We didn't know anyone there and nether did our client. Or so I thought... After unsuccessful cold calling and research on the target company's Web site, I gave LinkedIn a try. "Just hop on there and see who you might be connected to," I said to myself. Sure enough, I had several third-degree connections to the exact people I was trying to reach. Sheri and Eric had several, too. After a few introduction requests, I was is direct contact with an area director of community relations. We had our first in-person meeting with her yesterday and achieved exactly what we hoped: generating enthusiasm and a creating a champion for our concept who can take us to the corporate level. We're going back next week to present to one of their management meetings. (Erin, Networking) Permanent linkPublic relations is about building relationships that help your clients grow and strengthen their business. Networking, at least to me and fellow Morningstarians, is a natural and obvious part of this job. I have noticed however, among others in my generation (GenNext, if you’re wondering) that networking is becoming a lost skill.
Sure, people have thousands of “friends” on Facebook, and we talk about social networking as an up-and-coming tool (actually, it’s already here). And yes, we still play the name game, but I don’t think those relationships are leveraged to their fullest potential. I’m talking about good, old-fashioned etiquette like shaking hands and proper introductions.
Remembering names and faces, and being the first one to approach a familiar face is something my generation needs to embrace. You never know when running into an old acquaintance will result in a business relationship. Even if you are in an entry-level job you can make connections that will benefit your company.
1. Join a professional development organization at a young age. I still haven’t chosen one, but there are several great ones to consider (PRSA, IABC, etc).
2. Meet your friends’ friends, and don’t just add them to MySpace and forget about it. Cultivate those relationships.
3. Engage your parent’s friends and business partners in meaningful conversations. Take them to lunch and ask questions, or – scary, I know – offer to meet your parents and their friends for a drink after work.
4. Talk about your job, and why it benefits others..
I may not have brought in new business to Morningstar yet, but I fully intend to at some point. And chances are it won’t be a random encounter, I will probably know the first client I bring in. Just because social networking is all the rage and a great resource doesn’t mean we should forget how to network – in the original sense.
(Interns, Best practices, Marketing) Permanent linkFor the past week, I have been helping put together work summaries for the PRSA Prism Award Program. I understand the importance of creating entries that are concise and appealing to the eye because you want people to take notice of the program you developed. It takes a lot of work by all involved to put together a appealing entries. Agencies value their time more than anything else. Because of that, it was natural to ask, "Why are we even submitting anything for an award program?" After spending hours on the project, I started to realize what an award would mean to our clients and to future prospects. Having a third-party, peer recognition on a media relations project or an internal communications plan we created, could really boost clients trust in our abilities. Our current clients trust and faith in our work would be reinforced. For prospective clients, they can be assured that we will create award-winning programs that are customized to fit their needs. That is why submitting entries for award programs is a definite best practice. Agencies and marketing departments really should take advantage of these programs. While they do cost to enter, if you have a stellar campaign or tactic, you really could impress clients, supervisors, etc. Not to mention, you will receive the recognition that you deserve, for a job well done. Here are few Award programs that are still open for entries this year: • http://www.prnewsonline.com/awards/• http://www.webbyawards.com/webbys/current.php?season=12• http://www.prsa.org/awards/• http://www.iabc.com/awards/MB (Tricia, Best practices, Media relations) Permanent link
I love seeing marketing best practices in use. As a member of The Preservation Society of Newport County, I received a copy of the society’s latest reprint in the mail this weekend. It’s a strategy Morningstar Communications and our clients often implement but I’ve never personally been the recipient of a reprint mailing.
The concept is simple, but often overlooked. Instead of hoping articles in the media reach your target audience, send a reprint and cover letter to those who matter most to your business.
I joined the Society to gain an all access pass to the many historic properties found in Newport, RI. For a woman from Kansas, this was a one-time deal to save money on a summer vacation. But by sending me its reprint the Society is staying top-of-mind. And who knows, I may re-up my membership because they continuously show me how my money helps preserve these pieces of history.
(Eric, Best practices, Executive insights, Professional development, ROI) Permanent link
All initiatives have three primary components to complete every task: Prepare – This is the planning and research phase. This is the phase that incorporates strategic leadership, to ensure that we’re doing the right thing, instead of doing the wrong thing very well. Often called planning, this stage focuses on the “end-in-mind” and all of the necessary steps to get there. Implement – This is where the actual work gets done. In this phase, we prepare the materials, develop the final product, and produce and generate results. The goal is always to achieve outcomes, not just outputs. This “heads-down” phase is solely focused on doing excellent work. Report – Now, we need to be sure that the right people know what we’ve accomplished. So we must report or “merchandise” the results. Our internal and external “clients” must understand what we’ve done. The key is determining what percentage of time should be spent on each of these three parts. We recommend, that while all three are essential and are mutually-interdependent, the key is creating the proper balance. As a rule of thumb, we recommend the 20-70-10 model: 20% of your effort is to prepare; 70% to implement; 10% to report. (There are always exceptions, but it’s a good place to start.) Particularly in today’s fast-paced world, all initiatives must be flexible as you focus on all three phases. But regardless, be sure that most of your effort remains focused on the implementation, and less on preparation and reporting.
Technorati Profile (Erin, Corporate culture, Morningstar Communications updates) Permanent linkIt seems to me as though everyone hesitates when it is time for a transition. Whether it is starting a new job, getting married, having children, gaining clients or losing clients, everyone has a momentary hiccup before stepping into new territory.
One month ago I was an intern, finishing up my college career and desperately looking forward to the life ahead of me – THE REAL WORLD. But two weeks ago, as I was getting ready to come to my first day as a full time employee, I found myself hesitating.
I have known this company and these people for nearly six months now, and I couldn’t ask for a better work environment. I am challenged daily, always kept busy and surrounded by like-minded people. Yet when it came time to say hello to the first day of the rest of my life, regardless of the welcoming atmosphere, I couldn’t shake the instinct to pause.
Don’t worry team – I’m over it now. After thirty minutes back at my desk already being added to new accounts the hesitation melted away.
Here’s my moral of the story: It is good to take a moment and hesitate, I think it means you appreciated what you are leaving behind and anxiously awaiting what lies ahead.
Now no more “here’s what is going on with my life” blogs. Next week I’m getting to the good stuff. Erin Gregory
|