Press Releases: The Gift That Keeps Giving

Using the Press Release to Your Advantage

So you have just finished writing a very exciting press release about something important happening in your company, how can you best use that press release to your advantage? To exhausted reporters, press releases are a dime a dozen and can often be overlooked. While sending your press release to news desks, as always, is important, we have a few ways that you can use that press release to optimize its potential at getting you new clients and getting your company’s name “out there.”

Social Media

The Internet is now one of the most powerful tools for businesses’ of all sizes. Social Media is a powerful resource for you because it is economical and could potentially reach thousands of people. Facebook, Twitter, and blogs are examples of current common social media outlets you should be utilizing when posting information from your press release. All of which are FREE!! Don’t know what to write if you were to start a blog? That press release you just wrote of course! While professional social media posts should be free of profanity and the like, they are a quite informal, so feel at liberty to go do things a bit out-of-the-ordinary.

Keeping a blog up can be a somewhat challenging if you aren’t used to doing it every day/week/month. (We are in the PR business and it’s hard for us!) Sometimes you may not feel like you have much to report, so you can take the press release, for example, and break it down into segments to submit each week (or whatever interval you choose). Another great idea is to find five solid pieces of information you can expound on and submit one each week.

SEO Bait

Once you have gone through all of the trouble to set up your social media accounts and to carefully write your posts, it would be a crying shame if no one read it, now wouldn’t it? When writing your blog or posts, incorporate keywords regarding your business and the nature of the announcement to optimize search engine optimization (the order in which links show up in a Google search for example).

Make Friends

By finding other blogs and websites that cover some of the same ground your blog does and linking to them, you can strike up a relationship and they can help you by linking back to your website.

A Feature Story To Call Your Own

That’s right, you can write your own feature story and submit it to news agencies, along with your press release. If you don’t have the writing abilities to do it yourself, hire a writer or maybe you have a college student in your family that you could pay a few bucks to help you out (most college students in their late Sophomore year and on should have completed intro-college level English writing classes and then some). Take the information from your press release and craft an eye-catching story fit for newspapers and magazines, then submit them to the publishers yourself.

Start distributing your story to your local newspapers and expand out from there to include trade magazines that deal with the same topics your business does. Beware of submitting the same story to competing publications, though!

Smart Website Design: Clarity Trumps Clutter

Here at Streamline6, we are in the process of re-designed our website for 2011 so it links our blog, Facebook, Twitter, YouTube and RSS Feed all in one place.  As we have been going through this process ourselves, we got to thinking about our clients and the way we encourage them to use their websites.  So, here’s some insight!

In today’s technology-centered world, the Internet is a business’ best friend! The Internet, and therefore your company’s website, is one of the cheapest and easiest ways for you to get your company’s name and information “out there.” Because of this, your business’ website is often the customer’s first impression of your business. If your website is confusing, unorganized and cluttered with unnecessary content, that is exactly how they will view your business. And not only do you have to consider your website’s appearance, but also you also need to make sure that your website is easily found in search engines such as Google and Bing.

Since it would be pointless to make sure an ill-designed website was found by search engines, we will discuss website design first. Possibly the most important rule for creating a website is to keep things simple and sensible–don’t make things complicated. And this rule applies to every aspect of your website, from your web address to your “contact us” page.

Flashy words scrolling across the middle of your homepage, coupled with an unorganized collage of pictures unrelated to your brand with a bright colored background are all very good examples of distractions from the rest of your website’s content. Such color content may even convey that you are “shouting” at your website’s viewers. You want your website to be warm and inviting. On your homepage, you should have a very clear description of what your business is and what exactly it is that you do. A simple photograph of you or something related to your business would be appropriate here. The accompanying tabs on the website should be broad components of your services offered, products, client testimonials, pricing structure and related resources.  Lastly, make your contact information easy-to-find. You could lose clients simply because you weren’t easy to contact. Name, phone numbers, and email should all be clearly stated.

Now that you know the basics of a good company website, you need potential customers to view it! We cannot stress the power of the Internet enough to gain your business clients. Search engine optimization (SEO) is how you are going to make a name for yourself via the Internet. Basically, SEO is finding ways to increase your web site’s appearance in search engines. Use keywords in every aspect of your website: your titles, content, URLs, and image name. Put yourself in a potential client’s shoes–if you were looking for your product, what terms would you search? Beware of keyword-stuffing, search engine spiders are programmed to ignore sites guilty of this and will then label as a spammer.

The next step in utilizing the Internet as a valuable asset to your company is to monitor where your website’s search standings. You can do this by using tools such as your Google toolbar. Also, check your referrer log to track where your visitors are coming from and the search terms they are using to find your website.

This is just a starting point to set up your company’s website. We rely on our internal web design guru for his suggestions because he knows the internet best.  We encourage you to research for further information regarding website design and effectiveness, and how you can integrate those tools into your site to make it more powerful.

When the new Streamline6 website is complete, we will be sure to share it with all of you!

5 Tips for Using Social Media to Build Your Opt-In List

via 5 Tips for Using Social Media to Build Your Opt-In List.

By Marsha Friedman

The immense popularity of social networks and the meteoric rise in the last few years of social media marketing have been some of the most exciting new directions for PR and marketing that I have experienced.

That is why I jumped on board the social media marketing train over a year ago…it has been a huge boon to my performance-based PR business.

But in spite of the many extraordinary opportunities in social media marketing, one drawback I’ve found is the speed with which one can be forgotten. Even the social-media savvy may struggle to stay in front of and remain memorable in the minds of their friends, followers, connections and fellow group members.

The truth is that being an active and diligent social media marketer, posting and participating with consistent frequency, does not guarantee your messages are going to be seen by everyone you would like to reach. And it’s understandable … people are busy. Some log on to their social networks at different times of day than when you happen to be on, others get involved only sporadically, while some group participants may only check in to see what’s happening in their group every few weeks.

Tweets are here and gone in a flash. If your posts are not showing up in someone’s news feed or social network home page when they happen to log on, your only hope for that person to see your communication is for them to find you interesting and memorable enough to regularly visit YOUR profile to see what you’re up to. Sadly, more often than not, the majority of your prized connections are probably missing your posts.

My solution for this dilemma is to support my social media marketing with traditional email marketing activities. This one-two punch has been a very valuable approach for me: social media marketing has enabled me to increase my email list by thousands with those on the list continuously receiving my newsletters that carry my message.

Each week I email my newsletter containing my articles with tips on how to use PR to promote your business to my mailing list. (I have actually been sending these weekly emails since email became a common means of business communication and prior to email I was sending faxes!)

Unlike my social media efforts, I know that everyone on that mailing list sees my email in their inbox, at the very least. Some read and respond with feedback or a request for information about our services, while others forward it to their own lists.

My newsletter helps my social media contacts remember me and what I do, and this has led directly to many new business relationships. Indirectly, I frequently receive referrals from the members of my opt-in list. And I always enjoy the times when someone from my list, who has been quietly receiving my emails for years without responding, finally reaches out for my professional help and becomes a client!

That is the real reward of combining your email and social media marketing efforts.

So how do you do this? The trick is a strategy to turn your social media followers into opt-in newsletter recipients.

Here are five tips for using social media to build your opt-in list:

1. Join Targeted Groups and Post Effective Discussions. Within your social networks, choose the groups wisely in which you will participate, focusing on groups that are active and contain your target market. You should post discussions to demonstrate your professional expertise and drive people to your website, taking care to make your headlines short and interesting. Making the headline for your post a question is an effective attention-getter, or using wording containing phrases like “tips for” or “strategies for,” also works very well. Be sure to post a paragraph-long teaser in the discussion body telling people what helpful information you have to share and include a link to your website where they can read it in full. Close with a question for the reader or a statement soliciting feedback. When readers comment, your post will remain at the top of the group list where more people can see it.
2. Make Sure your Website is “Opt-in” Friendly. Make sure your opt-in form is prominent throughout your website, with a message telling visitors that when they sign up for your list they will receive helpful information as opposed to spam. You can also include incentives to help encourage people to opt-in. E-books work nicely.
3. Invite Every One…But Don’t Pester! Every time you get a friend request or a new follower, send a message introducing yourself and include an invitation (with the link to your site’s opt-in form) to sign up for the helpful information you send to your list. If the new connection does not immediately respond, don’t message them again with a repeat of your invitation. If they didn’t take the bait through the initial invitation, you’ll have plenty of chances to win them over as they continue to see the wealth of information you have to share.
4. Be Direct…But Not Too Often. If you have a helpful and valuable incentive to offer, occasionally post updates inviting your friends and followers to go get it! Keep in mind you are treading a thin line with this type of post, so make sure they are infrequent and are mixed in with many posts that are completely non-promotional in nature. You don’t want to be considered “that guy” who’s just there to promote to people.
5. Be Consistent in Your Social Networking! The key to making points 1 – 4 above really work for you is – stay active in your networks and groups. If you are only an occasional visitor, you might as well “stay home.” In order to reap the rewards of these strategies, post often and wisely, and pay attention to your group members.

Participation in social networks can be enjoyable and rewarding, so start posting and have fun!

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Marsha Friedman is a 20-year veteran of the public relations industry. She is the CEO of EMSI Public Relations (www.emsincorporated.com), a national firm that provides PR strategy and publicity services to corporations, entertainers, authors and professional firms. She also hosts a national weekly radio talk show, The Family Round Table, and is author of the book, Celebritize Yourself.

Cond� Nast Shifts to Reverse

Cond� Nast Shifts to Reverse.

Condé Nast Shifts to Reverse

Nabs multi-title Samsung buy with Web edits’ help

July 11, 2010

-By Lucia Moses

One title the Samsung insert will run in is Wired.

Condé Nast is diving into reverse publishing, courtesy of Samsung. The electronics giant is taking out a six-page insert that will run across six of the publishing house’s titles and their associated Web sites over eight months.

But in an unusual twist that may have helped sidestep some editorial controversy, the ads are wrapped around editorial content that was created specifically for the section by dot-com editorial staffers.

Consumer titles run articles or sections with advertiser-friendly themes all the time to varying degrees. But as advertisers look to run their ads in environments that are contextually relevant, and as magazines become more willing to accomodate advertisers’ requests, creating customized editorial content for the purpose of being wrapped by advertising has grown in popularity.

Advertisers like advertorials when they contain original edit, because they can direct the theme if not the actual content, ensuring it’s relevant to their message. Meanwhile, the publication technically is abiding by American Society of Magazine Editors rules because it has the final say over the edit content.

Condé Nast has run inserts with customized edit—but never across this many titles. Some insiders saw the involvement of the dot-com staff as a way for the company to avoid ruffling the feathers of print editors, who are seen as more sensitive than their Web counterparts to being asked to serve up content on a directive from the advertiser. (That’s particularly true at Condé Nast, with its reputation for scrupulously safeguarding its editorial integrity.) They point to the example of a few years ago, when Microsoft wanted to run ads that were surrounded by content with a future-related theme. The content was produced by the magazines’ Web editorial staff and labeled as such.

Lou Cona, evp, Condé Nast Media Group, said the editors had independence in creating the content for the Samsung insert. (They also could decline the insert altogether.)

“It’s a reverse-publishing idea,” he said of the Web-to-print concept. “We gave dot-com editors the opportunity to have a robust conversation with their readers. Those that were interested ran with it.” Cona said despite the recession, demand for buys involving multiple platforms and titles have only grown. Year to date, he said, the Media Group has sold more integrated deals (21) than it did for all of ’09 (13), though he wouldn’t release dollar figures.

“Even throughout the recession, our integrated marketing was one area that clients wanted to continue to engage in,” Cona said. “People want their money to work harder today.”
In the Samsung case, the theme of the edit content aligns with the advertiser’s message: “Most Wanted.” The Web editors asked online readers what they were most interested in, then used the answers to create editorial content tailored to the individual magazine.

Architectural  Digest, for example, used the space to respond to readers’ decorating questions. In at least two cases, the insert is titled “Inspired by You,” although editors were free to use any heading they chose, a Media Group rep said. The editorial was interspersed with fractional ads (which are labeled as such) for Samsung products written in the style of personals ads.

For Samsung, the insert is the first time it’s promoting multiple categories in a single program. Condé Nast’s titles, which skew luxury/lifestyle, might not seem an obvious choice for a technology company, whose ads often are designed for the core tech consumer.

But Lily Chakrabarty, svp, director, Starcom MediaVest Group (the Publicis unit that handled the buy), said the custom insert was a way to make Samsung’s ads more appealing to readers who do “not necessarily want to look at specs.” As such, those carrying the insert are Wired along with the less tech-oriented Bon Appétit, Vanity Fair, Condé Nast Traveler, Architectural Digest and GQ.

John Lavoie, director of marketing communications for Samsung Electronics America, said using print let Samsung tell readers about specific features and how those features relate to their passions. He said the combination of titles speaks to the passions of its own consumers, from home design to cooking and entertaining.

Pentagon Retreats to Cold War Era PR Media Rules

As quick as the White House’s swift action to relieve GEN McChrystal of his post, Secretary Gates and the Pentagon backpedaled on its military-media relations policy. It is amazing how the actions of a few may taint so many and erode so many years of hard work repairing credibility lost from previous military-media encounters. What you have here is the making of a Greek classic—a cabinet member who has been politically wounded by the actions of a subordinate, the fall of a General, the hidden hand of a Vice President, the rise of an unknown reporter, and the making of a superhero or scapegoat. The question is whether this will be cast as a tragedy or a comedy.  

In this case, a General Officer went too far from the “flag pole,” appears to have let his guard down in the presence of a media embed, used poor judgment and as a result was fired. Unfortunately, that was only the beginning of the dominoes to fall and only one act in this play.  Open newspapers a few days later and headlines following the announcement that GEN Petreaus would replace GEN McChrystal as US – NATO Commander in Afghanistan would be seen – “Petreaus Urges Unity in Mission,” “We are in This to Win,” “Gates Orders Pentagon Clearance of Military Media Access,” “News Outlets Challenge Gitmo’s Reporter Ban, and of course on page 15 “Writer of Rolling Stone Article Gets Book Deal.”

Most disappointing is not the relief of a General, but the release of Department of Defense policy that is regressive, insular by nature, and absolutely the wrong message to send to the force, to the media, and above all our enemies. It communicates that our leaders are not comfortable with telling our story and the risk is too great to one’s reputation rather than mission. Let’s use this event to shift the poor judgment of a General Officer and his staff issue to a desperate attempt to control the messages the media writes. It appears the managers of information in the Pentagon believe they can control what is uncontrollable—information.  At least attempt to control the timing of information.

On July 3, Secretary Gates released a memo telling officials “to make sure they are not going out of bounds or unintentionally releasing information the Pentagon wants to hold back.” What a statement for highlighting the fact information released by the Assistant Secretary of Defense for Public Affairs, Douglas Wilson, will be anything but transparent and accurate. Given that words spoken and printed often are used intentionally to communicate a message…one should reflect on the words spoken by Wilson, “No ‘Iron Curtain’ would fall between the Pentagon and the News Media.” If that is not Cold-War-esque I don’t know what is.  Moreover, the fact that the directive appears to require thousands of servicemembers to submit media requests through a small secured under-staffed office near the E Ring of the Pentagon is absurd. What we hear right now is the fleeting sound of opportunity…opportunity for the Department of Defense to have a relevant credible voice in a global information environment.

It is embarrassing to political and communications strategists and uniform service members and civilians to see the ineptitude of bureaucratic institutions unable to cope with the 21^st century media demands; much less, word choice when communicating a new communication policy to the public. There was a time where the Secretary of Defense appeared strong and in charge of the bureaucratic machine—called Department of Defense. He has since been reduced by the actions of his subordinates and trumped by an overzealous reporter. The ill-timing release of the memo only highlights the Defense Departments reactionary stance and its haste to save face. Unfortunately, the Pentagon appears retreating to Cold War Era PR Media Rules. With this policy shift, the force will certainly trend towards tragedy—loss of focus, loss of trust within the media and with the American people. Unfortunately, for communication strategists this tragedy reads like a comedy—a comedy of errors.

Changing the Tides of Confidence through Strategic PR

            Over two months have passed since the explosion of the Deep Horizon well in the Gulf; however, the aftershocks of such a “game changing” event are still far from over. Since this catastrophe began the glocal FIN-Ecological-system has shifted from its previous state resulting in 11 lives lost on oil rig and two other related deaths; estimated 4.2 million gallons of Oil flowing daily into the ocean; potential of 38,000 jobs lost due to the government emplacing a moratorium on deep sea drilling; the steady decline of political capital of BP CEO and in the like a company share price at historic lows. They say every American President will be tested in their first term by either external threats or internal political issues which will define a President. Polls today reflect a lack of confidence in President Obama and his administration largely reflective of its failed attempt to swiftly respond to the Gulf Oil crisis. Conceivably, unknown to the administration their appointed Afghanistan Czar, GEN Stanley McChrystal, would provide the proverbial life raft to the President and administration in order to change the tides of political confidence.  

              This blog demonstrates how the Obama administration was able to get the BP Gulf Oil spill off of the front page through the use of strategic PR. Plausibly, discussions occurring within the White House Communications Office for the past two months have been preparing for the day that the administration may claim since “Day One” its oversight has successfully saved the coastlines and fishing industry from the worst natural disaster in American history, well surpassing the Exxon Valdez accident in Alaska in 1989. Unfortunately, there are months before this headline or similar headlines can be printed and social media can make them viral. Since desperate times require desperate measures—an alternative communications strategy must be enforced in order to employ strategic PR. That is burying the damaging headlines that pervade across multiple media platforms daily eroding the President’s ability to wield power and influence. It should not be forgotten that bad press is still press and in this case,” the release of the Rolling Stones article” created the opportunity needed for the administration to show the power and swiftness of the President—that which was not present in the early hours of the BP Oil spill. 

               It is here that professional staffers search and prepare legislation for their senior leaders in an attempt to capitalize on the opportunity and/or as others would argue—divert the American public’s attention from one failed policy to another. Put another way, change the political issue in the headlines in order for the President to have an opportunity to gain political capital and rally his base. Most likely, immigration reform was too hot and politically charged to address; while banking legislation initially had traction; but, stalled when particular members of the Senate Banking Committee refused to vote on the bill in its current form.  White House Communications staffers would not have believed weeks before they would find their answer in Afghanistan, much less through the help of a calculating Rolling Stones reporter, Michael Hastings. I would not be surprised if the Press Secretary presents a seat to Rolling Stones in the White House Press Corps for their recent “gift” to the President—the gift of a “Re-do,” a moment to appear in the media as strong and decisive. The result of such action shifted confidence polls regarding the President that were mostly trending downward in the light of the Gulf Oil spill to one seen as favorable in the immediate replacement of GEN Stanley McChrystal with the “Rock star” GEN Petreaus, largely credited as the architect of Counter-insurgency doctrine and the success of Operation Iraqi Freedom.

              Political strategist in the future should mark the June 23, 2010 date. It is the date where President Obama very likely saved his first term and potentially earned a second. It is the date he relieved GEN Stanley McChrystal, former Commander of US and NATO forces in Afghanistan for his disparaging remarks about the administration and removed the BP Oil spill from the front page headlines. Military Historians should mark July 4, 2010 as an important date in the history of the US struggle in Afghanistan. This date signifies the day GEN David Petreaus assumed command of US and NATO forces in Afghanistan and the date in which his legacy surely will be tested.

           This could not have been scripted better, on Independence Day of all days; the administration’s “Trifecta” is achieved.   First, a few days earlier the administration skillfully used the White House as a backdrop to announce in essence that the Commanding General of Central Command would take a demotion in title to command US and NATO forces in Afghanistan.  This was not said; however, within military circles this was observed. Second, the Rolling Stones article created the platform for the President to look strong in front of the American people by relieving GEN Stanley McChrystal of command for his disparaging remarks made about the administration and for quickly nominating GEN David Petreaus as his successor. Third, the President was able to send a message to aspiring 3-Star and 4-Star military officers that he did not have the confidence in their abilities to either promote or to be selected to successfully carry out his Afghan Strategy when he selected GEN Petreaus for the position.   

            This is where the White House Communications Office exercises the art and science of Strategic PR, the ability to send a message to multiple audiences via explicit and implicit communication forms. School trained as a policy analyst and strategist and additionally serving in the company of political, military and corporate strategist, one learns to pay attention to what is “not” being said, who is communicating the message, where the message is communicated, when it is communicated and the why.  It is only then one truly understands the meaning behind the words chosen and their intent. This is what we like to call the story within the story.

            One thing is for certain, if you are President Obama, you should still keep GEN McChrystal on your White House Christmas card list. If it were not for his lack of judgment and careless handling of embedded media, the administration’s inept handling of the Gulf Oil spill surely would still be on the Front Page of media outlets across the country. Additionally, President Obama should thank GEN Petreaus for not only accepting his appointment; but, for putting his legacy and any future political aspirations in the complex box called Afghanistan. If one were looking forward to the 2012 Presidential landscape two potential challengers discussed in the past are now held very close.

Conversations with Gen McChrystal’s Ex-PR Aide: Providing Context to the PR Strategy of the Rolling Stone Article

Operation “Share The Story”

In the wake of the General McChrystal Rolling Stone article, I’ve listened to the analysis of the story’s fallout and the pundits ask “What was his PR consultant thinking?”  I personally know General McChrystal’s ex-civilian PR aide Mr. Duncan Boothby and worked with him to support an objective within higher military circles known as “Operation Share The Story” while my husband was stationed at the Command and General Staff College (CGSC) and the School of Advanced Military Science (SAMS) at Fort Leavenworth in Leavenworth, Kansas.  It is my belief that this initial concept is the underlying premise for the “What were they thinking?” when it came to allowing the Rolling Stone journalist access to the general.

The Context

Three years ago, upon first relocating to Fort Leavenworth, I met Lt. Gen. William Caldwell at one of the first social events hosted for the school. I explained to him that I worked for a PR agency in downtown Kansas City in media relations. We talked about media relations strategy, fair journalism and upon the conclusion of our conversation, he asked that I contact Duncan Boothy — his civilian PR aide to discuss the new media relations initiative being instituted at the school.   Prior to taking command at Fort Leavenworth, General Caldwell was the media spokesperson for the Multi-National Task Force in Iraq during the “Surge.”  He learned to work with the media and felt strongly that the ability for soldiers to interact with the press is an important skill for all military officers to hold.  In part because so often — the REAL story is misconstrued.  More often than not, the press focuses on the perceived failures of the military — be it a mislaunched missile that accidentally struck a civilian home in Iraq and Afghanistan, casualties, IEDs or post-traumatic stress.  However, the other side to the REAL story is what our men and women in uniform are doing to make things right in these desolate areas of the world — the hospitals being built, the school supplies they ask families back home to send to the children, the infrastructure constructed so commerce can flourish or how the children in Iraq follow our soldiers down the street as the throw candy to the kids.  None of this is ever covered.

As a result, I corresponded with Duncan and another military aide on General Caldwell’s staff and invited him to speak at our PRSA Chapter luncheon to explain this campaign.  Duncan’s presentation was intelligent and captivated the senior PR practitioners’ attention.  I received calls in my office after that luncheon thanking me for asking Duncan to speak — because not one of those in the audience knew all the good our soldiers have done in Iraq and Afghanistan — because it is never covered.

Both Sides of the Story

So what does this have to do with General Stanley McChrystal’s Rolling Stone article?  Duncan Boothby was one of the civilian advisers who started the “Share The Story” campaign and Lt. General William Caldwell was also on McChrystal’s staff at the time this article was written.  “Share The Story” is an effort to have our men and women engage the media when they are back in the United States to share some of the amazing humanitarian work they took part in while they were deployed and that the American public knows so little about.  It is a pro-active strategy to knock-down the age-old “Cold War” between the Department of Defense and the media — to allow journalists close access in order to humanize the war effort in hopes that they will write fairly and tell both sides to the story.  In a sense, it is an olive branch.

If my assumption is correct, Duncan probably allowed the Rolling Stone journalist access to the General in hopes that he would write fairly and help to “Share The Story” — both the good and the bad.  True, these senior level military officers should know that nothing is ever “off the record.”  That’s one of the cardinal rules of media relations 101. So, the off-handed remarks made were not the smartest thing to do and they should have known better. However, I can only imagine that being in theater (i.e. – boots on the ground in Iraq and Afghanistan) things are not black and white — especially when you are always looking over your shoulder to protect your own life.  In effect, media relations etiquette would be one of the least of your concerns.

Tattle-Tail Journalism

Most of all, I’m disappointed in the journalist.  The article was not fair — quite frankly, I thought it was trash.  Here he is with access to the General and instead of taking the opportunity to report on security policy or focusing on the problems with the war strategy that might have the ability to save lives, he writes a tattle-tail piece because they called Obama some less-then-flattering names.  As a result, he single-handedly  transported honest media relations between the military and the press back to the Dark Ages.

The Media Relations Coin

So, essentially, the “what was he thinking” was an extension of “Share The Story.”  Had the strategy panned out the way McChrystal’s advisers hoped, it would have been a positive step for the military in their effort to better work with the media.  However, it did not — but that does not diminish Duncan’s years of excellent, strategic counsel.  In my mind, I would want him to come work for my PR firm because he’s been on both sides of the media relations coin and can better advise executives and other government officials from this experience.

5 Proven Small Business Marketing Products

There are other custom products that you may not have considered, that can be utilized by the intrepid small business entrepreneur who wants to experiment with new and interesting ways to product market themselves.

When it comes to putting your brand on products, most businesses aren’t very original! They tend to either go too “cheap and cheerful” with useless products like stress-balls and car antennas, or they attempt to woo clients with insanely expensive gift baskets and sports tickets!

As with all your company-marketing strategies, businesses should try to be more original with their marketing products. The following list represents my personal top-five small business marketing products and ideas that could prove to be far more effective for a small business marketing strategy:

1.) Sponsor the Uniform of a Local Sports Team
Instead of merely getting t-shirts printed with your business name on, go a step further and find out if a local sports club would like to have their uniforms sponsored by your business! In my experience, local sports teams and organizations struggle to pay for things like sports uniforms and often appreciate it when local businesses can front the cost and replacement/addition of new sports kits.

When I lived in San Diego, I sponsored the local girls soccer team that my daughter was playing for. It was great for business. I became the first company choice for all the parents and friends of the “San Diego Gazelles U 14’s”.  Just as these parents were loyal to their team, they were also loyal to my business for supporting their team! I also got an incredibly valuable link from their “.org” website out of the deal!

The kits cost me $500 to initially buy and print and it cost me a further couple of hundred dollars within the next few years to pay for the up-keep of the team uniform. It was easily worth it to have a running, jumping, and scoring set of billboards with my businesses name on it! Also, it gave me the added bonus of doing something to benefit my local community!

2.) The Trusty Pen
Now. I know what you’re thinking; “Is he really telling us that a pen is an original marketing product?”

The answer to that is, no! However, I can tell you that I don’t think that businesses use pens very effectively as a marketing product! Most businesses simply give them out as freebies! This is not the best way to use a pen as a marketing tool.

The best way to utilize pens is to create custom pens with your company logo and website on them and distribute them at banks, restaurants, ATM check deposit machines, (i.e. Schools First and other credit union machines at your local supermarkets), and anywhere else where pens are frequently used (and swiped)

When I first started out in business, I used this technique often to try to generate business. It worked too! I got a few calls from people who had picked up my pen!

3) M&M Candy

If you go to the M&M website, you’ll notice that you can personalize your candy. I’ve enjoyed putting my business name and thank you messages on this candy and sending it to clients as a holiday greeting or just to say thanks for their support!

It’s such a novelty, and such a memorable gift that it can’t help but impress! I certainly haven’t received custom M&M’s from another company? Who doesn’t like M&M’s?

4) USB Drive

This has always been a highly practical and highly prized marketing product! However, it used to be really expensive to buy custom USB drives. Thanks to an ever-advancing digital world, it’s really not that expensive anymore! You can purchase a custom 64 MB drive with your logo on it for around $5, nowadays!

Now, I’m not suggesting that you get thousands of these printed, but if you can get 100 of these printed and be selective about giving them out, they will be really effective at putting you constantly in the mind of your client (you could even use a clever tagline on your memory cards; “We’re the best at what we do! Keep that in your memory”)

Because this product is going to be used regularly by your client, your client will also see your name and brand regularly! Also, by putting your logo on a USB drive, you’re presenting your business as a progressive and forward thinking business.

5) Bucket of Beer or Root Beer
While other companies send out really expensive baskets every year, during the holiday season, I prefer to send a bucket of beer. It usually works out at about $30.00 for each custom print bucket and shipping! So, it’s quite expensive! But it makes a really great impression on clients and makes a great alternative to the usual gift baskets that businesses send every year.

Of course, I save this gift for my very favorite customers, and I am always mindful that I’m not sending this to any customer who doesn’t appreciate a few brews!

This top 5 product list represents a few excellent products and strategies that can be used to promote your business. They can be very useful when trying to impress major clients and /or potential customers. The key is to try to be original and to NOT put your brand on anything that you don’t think will benefit your business.

Content is King

Here’s an article I really enjoyed reading that was posted on HubSpot (a pretty cool blog with great marketing campaign ideas)!  You can implement some of these ideas into your own marketing/PR plan!   If you do not feel comfortable writing for your business, you can always outsource this to a PR firm like Streamline6, a freelance PR writer or maybe even a friend that’s a strong writer… ~ Krista

The follwing is guest post by Paul Roetzer, founder and president of PR 20/20, an inbound marketing agency and PR firm specializing in search marketing, social media, content marketing and public relations. You can find Paul on Twitter @paulroetzer, and the PR 20/20 blog.

Powerful, action-oriented content has become an essential part of every inbound marketing strategy, and offers an enormous opportunity to differentiate and grow your business.

There are undisputed benefits to blogging — more indexed pages, inbound links, website visitors and social media reach — and tremendous lead-generating potential in ebooks, case studies, webinars, white papers and original reports.

The general rule is: the greater the value of your content, the greater the return on your investment.

However, continually producing premium content worthy of links and leads is not easy. It requires significant time and resources, executive support, long-term vision, internal expertise and often a willingness to share the knowledge businesses once held sacred.

More than anything, it requires the ability to be effective business copywriters, generating content that engages your audiences and motivates them to take action.

Effective Business Copywriting

So let’s take a look at seven core elements of effective business copywriting, and some tips on how to hire writers that produce results:

1. Strategic – Online content has to connect to your business goals and brand. Hire writers that understand marketing strategy, and how to deliver copy that integrates across web, search, social and public relations strategies.

2. Brand Centric – Your brand is a sum of experiences and perceptions. Words, images and actions define your brand everyday, and with inbound marketing, your website and content may often serve as the first (and possibly only) opportunity to make an impression.  Business copywriting must convey core brand messages, tell your organization’s story and create positive perceptions that motivate action.

3. Buyer Persona Focused – Great copywriting makes personal connections with readers. Copy needs to speak directly to buyer personas, address their pain points and bring value. Therefore, your copywriters — whether internal or outsourced — must have a clear understanding of your organization’s target audiences, and know how to engage them.

4. Optimized for Search Engines – Online content must be crafted for visitors, but optimized for search engines. Ideally, business copywriters will have core SEO knowledge and capabilities.

5. Technically Sound - Technically sound copy is concise and powerful. It uses proper grammar and is written at the appropriate reading level. It is also consistent in person, voice, tone and format. Copywriters need strong technical writing skills, and the ability to apply these skills whatever the task, medium or subject matter.

6. Creative – Never underestimate the value of quality creative writing. While many of the other elements we’ve discussed can be learned, business-savvy creative writers are in high demand and scarce supply, and can be an invaluable asset to your organization.

7. Results Driven – Copywriting needs to be tied to your organization’s objectives, and should play a key role in delivering results (e.g. generating leads, educating key audiences, positioning as an industry leader, etc.).

Copywriters should be invested in tracking the content’s success through metrics such as: pageviews, content downloads, leads and social media reach. This enables future content to be strategized based on past performance, and can encourage the incorporation of new ideas and topics, to drive traffic and capture audiences.

How Do You Resource Business Copywriting?

While marketing professionals and agencies fight over who owns social media, there is a larger and more important battle looming over content creation.

There are many talented writers and content services available, but few that possess the wide range of capabilities needed to satisfy the seven elements of effective business copywriting.

Public relations agencies, communications pros, freelancers, former journalists and traditional publishers are all in the conversation as possible sources, but many have yet to step up and evolve their capabilities to meet the growing demand for results-driven online content.

Use the list presented above to evaluate potential writers, and find the professionals that are right for your business.

What has been your experience with business copywriting? Where do you turn for support? Is your copywriting helping to generate leads and build customer loyalty?

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/6120/7-Key-Elements-Of-Great-Business-Content.aspx#ixzz0reBLVxBc

R & R Does the Entrepreneur Good

It’s been nearly a year since I launched Streamline6 Communications (www.streamline6.com) and the time has flown by.  More than any other job position I’ve had in the past, being the owner of my own company is the most enjoyable, yet hardest work I’ve ever done. Since this time last year, I’ve moved half-way around the world to Hawaii where I knew no one, launched a company, business networked more than I’ve ever networked before, read countless articles on managing and growing your business, social media, PR 2.0, entrepreneurial and small business strategies, and not to mention learning the federal, state and local tax codes, accounting practices, and the list could go on and on.  All of this was exhilarating as I watched my business grow and had the privilege of working with over 13 companies both large and small.  For some companies, we worked on single PR/Marketing projects while others are now clients on a monthly retainer.  Through all of this, I’ve grown professionally, intellectually and personally making it the best experience of my life (besides marrying my wonderful husband).

EVEN THE ENTREPRENEUR NEEDS REST

There is so much to learn your first year in business, but even the most A-Type business owner needs some downtime to reconnect with him or herself, family and rest his or her brain.  Last week, I had the opportunity to do just that.  My husband and I flew to Hawaii’s Big Island to get away from our email, phones and laptops. We took one phone in case of emergency and no laptops.  It is amazing what that can do for the soul.  By disconnecting for a week, I now feel rejuvenated and ready to jump on my goals for my second year in business.

The week was also a great time for me to just read — both for professional development and pleasure.  I read magazines like Inc., Fast Company, and Entrepreneur.  I bunny-eared tons of pages to help me brainstorm ideas to grow Streamline6 and my clients’ companies.  The break from the regular routine and environment really allowed me to branch-out and create unique PR/Marketing strategies. I think this might even be a tactic I use down the road when I hire more employees — a creative retreat away from the office and bustle of Honolulu to unwind and just brainstorm.

The new, relaxing environment also allowed me to look at the company and assess areas I know I need to work on in order to maintain its growth – things I need to do better, projects I can delegate in order to create better business development time, and ways in which I need to come “back-to-basics.”  When you are in the moment (in this case the fast day-to-day fury of building a business), a business owner can sometimes jump on opportunities that do not necessarily fit their business model.  I’m definitely guilty of this, but getting away afforded me the opportunity to be honest with myself and the direction I want the business to go.

MY ADVICE

If you haven’t taken a break in the past year, do yourself, your business and your employees a favor and get out of town!  It’s a scary thought for some of us control freaks, but definitely worth the initial anxiety.  It’ll be okay — just go! You’ll find yourself again, gain a clearer perspective on things and come back a healthier person.

My first year in business, my company was my child.  It came before everything and my health has suffered as a result — I’ve gained way too much weight and the buck stops here.  The week away helped me realize that for my company to be the best it can be, so too must I.  That means committing to exercise, eating right and — yes, getting out of town more often.