Morningstar Communications Luminary Blog

The good news is we will get through this just as many Americans have done in years past. The Microsoft Corporation, Hewlett Packard Development Company, General Electric, Fortune Magazine, CNN and many other successful businesses were founded during a recession. If they can make it and be successful so can we, but it may require more work and creativity when searching for jobs.

1. Think Broadly. Don’t limit your job search based on location, titles, companies or positions. Job seekers and recent graduates have to alter their plans as America pulls itself out of this recession.
2. Act Globally. If you can’t find a job here for the time being, consider working abroad. Utilize your foreign language- or English- speaking skills and teach abroad or work for the Peace Corps.
3. Do Your Research. There will be a pile of resumes on the employer’s desk. Make yourself standout and go the extra mile to show you’ve done your homework. Research the company, its mission and goals, its clients, services, awards, etc. Know what the employer is looking for and learn how to market yourself accordingly.
4. Be Productive. Look for internships or volunteer. Continue networking and stay in contact with teachers and recent employers. Don’t just sit there- be proactive.
5. Remain Positive. Don’t give up, but face the facts. You may not find your dream job, but it may open the door to more opportunities in the future.

Just a thought.

When leveraging social networking sites as marketing tools, the common goal is to use a new communication channel – whether it is Twitter, Facebook, LinkedIn or another site - to broaden reach and increase impact. How do most of us attempt to achieve this? Through gaining more followers, making more connections or acquiring more fans of your company's fan page. Some think more is better – but this is not necessarily true.

Having a network of 3,000 followers, doesn’t mean you are actually reaching or having an impact on all 3,000 people. The numeric value on your personal network can only serve as an approximate calculation of your potential reach and possible impact.

In actuality, having 60 followers who are in your target audience may be more beneficial than that whopping network of 3,000. Here are a few tips on funneling your social media efforts to reach the people who matter most to your business:

Build your network strategically. Just like any other marketing tactic, you want your message to reach the right people. Who are your key audiences? Find them on Twitter, Facebook, LinkedIn – or whatever social networking site you are using, and connect with them.

Search engine friendly content. Make your updates searchable by using key words. Realize that posts need to be targeted but can also be applicable to multiple groups of people. Choose buzz phrases that apply to your target audience and the information they seek.

Be a source. Have a purpose and targeted direction behind your updates. If you’re not useful to someone, they will stop following you. People will come back to your page if you provide content that is helpful to them and original.

Have a consistent presence. To maintain a network, personal or professional, you must update often. Frequent posts show people that your contacts mean enough to devote time out of your day.

Build relationships. When you create a profile or page on a social networking site, you must be open to communication. Interaction is the whole purpose of these online communities. Embracing this speedy exchange of information can help you achieve your communication goals. Keep in mind – mutual benefit must be present for a connection to stay strong.

If you would like to learn about social media best practices, take a look at the upcoming opportunities provided by Morningstar Communications. Our very own Clara Miller and Matt Dunn will offer classes on creating and enhancing your online brand. Click here to learn more!

I thoroughly enjoy meeting with people that are enthusiastic about what they do. It makes it even more exciting when we can teach those people about marketing - I love to see the lightbulb click.

This morning Eric and I met with a young, aspiring entrepreneur. He was bright, hard-working and had a great idea. But what he was lacking, which he readily admitted, was a solid marketing strategy that would bring his business to life. He called on Eric to help him better understand the ins and outs of marketing, and to figure out what his next move should be. Luckily for me - Eric asked me to join the meeting.

We talked about a lot of things - using in-house talent vs. an agency, our Future Visioning product and how it can shape an overarching strategy, and the four media channels; earned, paid, shared and controlled (expect to see a blog from Eric about this soon). But what really struck a cord for this entrepreneur, was the need to take his thoughts about marketing from being inside-out, to outside-in.

Recipient-oriented messaging is the core of effectively reaching your audience. It isn’t about how you want to give them information, it is about how they want to receive it. And it’s about using their language to explain it. And knowing how to do both those things. Research the audience - talk to them, ask them questions, find out what triggers their decision-making. Most importantly - listen to their answers and make strategic marketing plans based around audience need.

It’s normal to think about things from your own point of view, and it isn’t simple to step into someone else’s shoes. But, what separates a great marketing strategy from so many others, is the ability to think and plan from the outside in.

Kudos to the Kansas City Area Development Council (KCADC) for all they do to help grow business in the KC area.  Simplistically stated, the purpose of KCADC is to coordinate community-wide efforts to attract new businesses to locate or significantly expand their operations in our 18-county area spanning 50+ communities.  (Compare that to The KC Chamber’s core purpose, which is to help existing area businesses grow.  It's the synergy of both organizations that creates a 1 + 1 = 3).

We’re proud to be serve on the KCADC marketing team…everything they do is first class.

Under the wise and visionary leadership of Bob Marcusse, the entire KCADC team is focused on innovation.  In addition to pursuing new companies, they have begun several initiatives to help strengthen relationships within the 200+ KCADC investor companies.

This is so smart.

KCADC understands that connecting C-level executives with each other will help build and strengthen everyone’s commitment to both KCADC and our ability as “One KC” community to be perceived as united and collaborative.

I recently participated in a 12 @ 12 event, hosted by David Fowler of KPMG.  He’s the current board co-chair for KCADC.  The format is brilliantly simple:  gather a dozen CEO investors, feed us lunch, and go around the table to get to know each other better with a focus on “what’s new” in everyone’s world.  Combined with the new KCADC On the Move Networking Investor Receptions, KCADC is creating additional ways to add value for each investor.

And isn’t that really the key to business today?

In fact, that’s one of the core themes that will be discussed at the KCADC Annual Meeting on November 6.  We’ll hear an inspiring keynote from Joshua Cooper Ramo to help us “understand the new normal.”  He’s the author of The Age of the Unthinkable, a powerful book discussing how our world has changed forever, and what are the keys to success as we move forward.

We should all be proud of KCADC and their efforts to help grow our community.  And we should follow their lead by continually asking ourselves, “how can we evolve in today’s world to be even more valuable to the people who matter most to us?”

KCADC is doing exactly that.  Join me in supporting this wonderful organization, and keep searching for innovative thinking in your own organization.

Onward and upward.

I had the pleasure of presenting at The Central Exchange yesterday to a sell-out crowd of roughly 50 great audience members.

You can see my slides on my LinkedIn profile.

Over the next few weeks, I'll be discussing some of the questions that came up at the end of the presentation. We had a lively group, so it should make for some great posts!

Forty years ago, businesses or their PR agencies would put a press release into an envelope and mail it out to editors and reporters. Thirty years ago, a fax was used. Then, there was email.

Today, there is Twitter.

With Twitter’s fast rise to popularity, it has become another effective communication channel in the PR toolbox. Although I still email or call reporters much of the time, Twitter has opened up doors to new media contacts.

Here are my thoughts on how Twitter is changing media relations:

It’s easier to develop relationships with reporters. Follow a member of the media on Twitter and you’ll get a feel for what he or she is interested in, both professionally and personally. Interact with them, and not just on work-related items. By following and interacting with media contacts, you’ll provide a more customized pitch when it comes time to send a story idea their way. And, they are more likely to respond.

Pitching reporters is quick, but challenging. Try trimming an email pitch into 140 characters. It’s hard! But reporters appreciate that the pitch is short and to the point. Here are more tips on pitching reporters on Twitter.

Media use Twitter when they are looking for sources. I’ve seen it a few times now – a reporter will send out his or her media query via Twitter. Yet another reason to follow your media contacts.

Got other thoughts on how Twitter is changing media relations?

Here are a few other resources I recommend:

• Using Twitter for Media Relations

• 5 New Twitter Tools You Can Use
  

• 5 Reasons Why Twitter Matters for PR Professionals
  

Yesterday, Gannett announced they had to lay off 20 employees at the Arizona Republic. It is hard to read this kind of news and not think about the fate of the newspaper industry in America. Throughout the last five years, and particularly in 2009, we have seen extensive changes in newspaper staffs and many industry experts have waxed poetic about how social media, online news and our 24-hour need for information overload have altered our industry.

As marketers we have to be aware of all the ways people are getting their news. Whether it is print newspapers, magazines, television, radio, social media or online news bureaus, our clients need to be a part of the conversation. So as the landscape changes, what do we recommend moving forward? Does a print placement carry the same weight it did 10, 20 or 30 years ago? Will online outlets gain the respect newspapers once held? Are we still reaching the people we care most about with our media plans?

These kinds of questions do not have static, once true, always true answers. Having an ever changing media mix and constant evaluation of news outlets and publications is essential to stay relevant. It is sad to say farewell to more newspaper reporters, but maybe they'll pop up again writing for a new medium - I'm confident reporters will continue to adapt throughout these changing times.

Last week I attended the Kansas City Chamber of Commerce Business After Hours event at the Kansas City Zoo. I have to tell you, it was one of the best networking events I’ve been to. Not only was the event held at a great location, but the Chamber also planned an engaging networking game to help get the conversation started.

When my colleague, Erin, and I arrived we were each given a card with a zoo animal. (A quick shout-out to my flamingo friends.) It was then our mission to find six attendees with the same animal and collect their business cards. The cards could be turned into the Chamber’s volunteers for a prize at the end of the event.

The game made it surprisingly easy to approach others and exchange information. Octopi bonded in the new Tropics building, fellow flamingos met in the gather space. Everyone had a purpose and found him or herself on an even playing field. Through the activity we were able to make some great new connections and have fun in the process.

Thanks to the Chamber and the Zoo for a great evening.

6 Lessons Learned in the Downturn in Harvard Business Publishing by Anthony Tjan is chock-full of great advice for succeeding in the tough times ahead.

1.     Cash is king.

2.     Innovation and creativity matter.

3.     The customer buys first and foremost on price.

4.     For better and for worse, information moves at lightening speed.

5.     We don't know how the government stimulus will play out.

6.     Focus, focus, and focus.