Whether you are starting from scratch or seeking to grow an established business, public relations gives you the power to reach your target audience through highly credible, third-party sources. While there are dozens of ways to kick off a successful PR campaign, many businesses overlook the most obvious and close-to-home approach: philanthropy.
I’m not talking about writing a check to your favorite local charity and going on about your day. While this is still a wonderful thing to do, it’s not something that you can incorporate into your marketing or public relations campaign. Rather, find a local charity or local chapter of a national non-profit that you believe in and for whom you feel you could make a difference.
Helping a charity means so much more than giving monetary donations. Below is a list of other meaningful ways that you can help:
• Donate your time – Find several hours per month where you can give your time directly to the cause (e.g., spending time at a nursing home or volunteering at a hospital), volunteering at an event or fundraiser, getting signatures from neighbors, etc. Each organization will have different needs, so make sure that you are comfortable with their requirements.
• Donate your services or expertise – If you own a painting business, find a charity that builds or repairs homes for the needy. If you are a web designer, offer to build or redesign the charity’s website. Being in PR, I volunteer as the PR Director for a local charity and help them get local media exposure.
• Donate tangible items – Own a screen printing business? Offer to make t-shirts for the volunteers. Real estate agent? Donate 100 pens (with your logo) for the organization to use in their offices or at events.
• Donate your staff – No matter what size your team, find one day year to make your “philanthropy day” (make it a work day and build team spirit!). You can participate in a street cleaning project, refurbish low-income housing, cook and serve at a soup kitchen, etc.
So now what? You’ve gotten involved, are helping your local community and feeling great! Now is when you use public relations to not only let others know of your local involvement, but also help spread the word about the charity.
• Write a press release – Send a release to the community/city editors for all of the local papers, community newsletters, local business-focused publications and your trade publications (e.g., California Home Builders Weekly). Follow up with a quick call and offer to send a photo(s) of the event.
• Create a page on your website dedicated to your “Pay it Forward” efforts. Write a brief description of your efforts, with photo, and include a PDF of the full release.
• Put a brief sidebar on your home page with the charity’s logo and a link to your “Pay it Forward” page.
• Stay involved – The more that you do, the more good news you have to share.
And remember, while this is a great way for you to expand your PR efforts, this is an even better way to improve your community and positively affect the lives of others. I once had a client turn down a volunteer opportunity because, as he put it, “the attendees at the event aren’t our target client market.” That event is soon to be featured in one of our area’s top “luxury” magazines. Sometimes being in the business of helping people can be great for business!
-Melinda M. Staab, PR Latitude
Thursday, March 4, 2010
Tuesday, July 21, 2009
"The Week" - Must Read Magazine
A few months ago I ran across a thin, but colorful, publication at an indoor play area designed to keep toddlers occupied while Mommy relaxes with a nice frothy latte...or in my case gulping down the first quarter of the cup, ignoring the pain of the scalding hot coffee down my throat, in an attempt to get some caffeine in my system before I am "requested" to take a dive into the ball pit.
But on this particular morning, I was actually able to sit and flip through the magazine pile for about 10 minutes (3 hours in Mom-time). I started flipping through The Week and instantly was hooked.
The entire premise of this publication is to take all of the important domestic and global news from the prior week and summarize into half-page articles that are able to get to the who, what, when, where and why in about 2 paragraphs. The pieces then go on to give you snippets of quotes published in other magazines and newspapers, giving both sides of the story in a very fair and balanced manner. So basically, there is no liberal or conservative tone...no bias toward one side or another. Basically it's the facts, what editors and reporters on one side are saying, what those on the other side are saying, and what's next. Done. There's your news on what's going on in North Korea...next topic please.
There are several reasons why I have replaced so many of my other daily reading websites and publications with The Week:
1) They take a very funny and witty tone...and who couldn't use a little funny in their week.
2) It's a very fair & balanced publication. So for those who are read articles on a political topic and say "oh, this must have been written by a liberal," read on my friends. You'll get your conservative fix in the very next sentence. Happy Dad?
3) It's short, sweet and to the point. You don't have to spend 15-20 minutes, flipping from page C1 to find the rest of the story on page C8...which can cause serious injury on the stair-master.
4) It's extremely comprehensive, covering everything from world news and U.S. politics to investments, the arts, celebrities, recipes and even the best political cartoons.
5) Even while everyone else is still covering Michael Jackson's death as front page news, The Week is still only giving the story small paragraphs here and there...when there is actually news...THANK YOU!
All in all, I think that William Falk, Editor-in-Chief, is sitting on a gold mine here. I have yet to see any marketing done for the publication at all (but living in San Diego, I'm sure that we aren't their #1 Direct Marketing Area), nor have I heard anyone else talking about the magazine, so I assume that they are relying mostly on word-of-mouth? Either way...here's my word...AWESOME!
But on this particular morning, I was actually able to sit and flip through the magazine pile for about 10 minutes (3 hours in Mom-time). I started flipping through The Week and instantly was hooked.
The entire premise of this publication is to take all of the important domestic and global news from the prior week and summarize into half-page articles that are able to get to the who, what, when, where and why in about 2 paragraphs. The pieces then go on to give you snippets of quotes published in other magazines and newspapers, giving both sides of the story in a very fair and balanced manner. So basically, there is no liberal or conservative tone...no bias toward one side or another. Basically it's the facts, what editors and reporters on one side are saying, what those on the other side are saying, and what's next. Done. There's your news on what's going on in North Korea...next topic please.
There are several reasons why I have replaced so many of my other daily reading websites and publications with The Week:
1) They take a very funny and witty tone...and who couldn't use a little funny in their week.
2) It's a very fair & balanced publication. So for those who are read articles on a political topic and say "oh, this must have been written by a liberal," read on my friends. You'll get your conservative fix in the very next sentence. Happy Dad?
3) It's short, sweet and to the point. You don't have to spend 15-20 minutes, flipping from page C1 to find the rest of the story on page C8...which can cause serious injury on the stair-master.
4) It's extremely comprehensive, covering everything from world news and U.S. politics to investments, the arts, celebrities, recipes and even the best political cartoons.
5) Even while everyone else is still covering Michael Jackson's death as front page news, The Week is still only giving the story small paragraphs here and there...when there is actually news...THANK YOU!
All in all, I think that William Falk, Editor-in-Chief, is sitting on a gold mine here. I have yet to see any marketing done for the publication at all (but living in San Diego, I'm sure that we aren't their #1 Direct Marketing Area), nor have I heard anyone else talking about the magazine, so I assume that they are relying mostly on word-of-mouth? Either way...here's my word...AWESOME!
Monday, July 20, 2009
Why I Vowed To Never Have a Blog...
Obviously I've since changed my mind. Working in PR & Communications, reading and following relevant blogs is a must these days. Simply tracking mainstream media will not give a client a full picture of what the public is saying and thinking about their products and services. I get that, and because of that I now spend several hours per day reading financial- and investor-focused blogs until my eyes burn.
It's the "other" bloggers that I could not seem to understand--the "online diary" bloggers. I was with a group of women, mostly moms, several months ago who were all talking about their blogs and how they hadn't updated in days! And there was a sense of urgency that everyone must go home and update...what if their friends had to go another day without reading an updated blog?!!? Imagine the chaos!
A few details about these women - most are unemployed, stay-at-home moms...who spend hours per week scrapbooking. Now I have nothing against stay-at-home moms or scrapbooking at all! But what I couldn't understand (it was difficult to keep my mouth shut) was what in the world these women were writing about? And what is so urgent about what they have to say that they must blog every day? If you want to share with someone that Little Johnny used the potty and did a victory dance, why don't you just e-mail them? Why do you feel the need to post these kinds of things for billions of people to have access? What makes you think that what you do and think is so important?
I have since lightened up as I've encountered blogs from almost every type or person, professional, business and group out there. And what I have come to understand is this:
1) People who want to read your blog will, and those who think that what you have to say isn't so important to them won't. But it's nice to have that option.
2) Sometimes questions are best answered by other people who are experiencing the same types of issues, problems or situations. Not by a website or company that has something to sell you.
3) It really is a great way to share information and expertise in a free and nonrestrictive environment.
4) As an business owner or professional, it's a fantastic way to reach your target audience and provide insight and information without being "salesy."
4) I was just jealous because I still can't get my 2.5 year old to use the potty.
So I have decided to try this blogging thing out. I'm not sure how it will go, and I may be bored of it within a few weeks, but I'll try almost anything once.
My hope is to not only be able to share some of my personal thoughts and professional expertise, but to also learn more about my profession and those who excel in the PR industry by continuing to read, and reply to, the blogs of my peers as much as possible.
But Twitter...still having a hard time with that one...
It's the "other" bloggers that I could not seem to understand--the "online diary" bloggers. I was with a group of women, mostly moms, several months ago who were all talking about their blogs and how they hadn't updated in days! And there was a sense of urgency that everyone must go home and update...what if their friends had to go another day without reading an updated blog?!!? Imagine the chaos!
A few details about these women - most are unemployed, stay-at-home moms...who spend hours per week scrapbooking. Now I have nothing against stay-at-home moms or scrapbooking at all! But what I couldn't understand (it was difficult to keep my mouth shut) was what in the world these women were writing about? And what is so urgent about what they have to say that they must blog every day? If you want to share with someone that Little Johnny used the potty and did a victory dance, why don't you just e-mail them? Why do you feel the need to post these kinds of things for billions of people to have access? What makes you think that what you do and think is so important?
I have since lightened up as I've encountered blogs from almost every type or person, professional, business and group out there. And what I have come to understand is this:
1) People who want to read your blog will, and those who think that what you have to say isn't so important to them won't. But it's nice to have that option.
2) Sometimes questions are best answered by other people who are experiencing the same types of issues, problems or situations. Not by a website or company that has something to sell you.
3) It really is a great way to share information and expertise in a free and nonrestrictive environment.
4) As an business owner or professional, it's a fantastic way to reach your target audience and provide insight and information without being "salesy."
4) I was just jealous because I still can't get my 2.5 year old to use the potty.
So I have decided to try this blogging thing out. I'm not sure how it will go, and I may be bored of it within a few weeks, but I'll try almost anything once.
My hope is to not only be able to share some of my personal thoughts and professional expertise, but to also learn more about my profession and those who excel in the PR industry by continuing to read, and reply to, the blogs of my peers as much as possible.
But Twitter...still having a hard time with that one...
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