Ms. New Year, New Plan

Ms. Joy,

2010 has been yuck. It really, really stunk up the place. I didn't get much work and I definitely didn't get noticed. I've thought about this a lot and I think where I went wrong was not having a real plan in place. I want to publicize myself and get out there more but it's not coming together because I'm not sure what to do with what I've got.

I put up an exceptionally boring website. It took a lot of work to make my site so boring. I broke down and got a Twitter page but I still don't understand twittering or tweeting, I haven't been doing that. I put a mailing list together but I don't know how to use it and what kind of news to send out since there wasn't really any news on my end.

I think by now you can understand what's going on and not going on with me. Do you have any PR tips or advice on how to prepare myself and my efforts for 2011?

― Ms. New Year, New Plan

Ms. New Year,

I don't just have some tips, I have a DO list. Here are ten way to strengthen your 2011 PR plan.

10. Strategy. Your first New Year's resolution has to be making a plan that will simplify your life. Map out solid directions. Running in a zigzag serpentine pattern is the right plan when you're being chased by car but it sucks as a PR strategy.

First, evaluate your materials, contacts, and outreach. Your materials are everything that you can use for publicity purposes and include your website, press kit, social media, photos, business cards, etc. Your contacts are ALL of your contacts including your mama, Aunt Gina, and that business contact that you never followed up with.

Your outreach is how you determine how you're using materials and interacting with your contacts.  Make a "Strong" column and a "Weak" column. Start placing each of your materials and each of your contacts in the appropriate column. Keep the strong things strong. If weak point can be strengthened, give it the reinforcement it needs.

9. Out With the Old. I bet you have a ton of old email that you haven't even looked at sideways. Go through it. See what you've been missing. If you accidentally left correspondence unanswered, respond please. Open those old newsletters that you've gotten from friends and acquaintances. Read them! You may be surprised what you find: chances to collaborate, a new magazine that you would love to pitch, even a company you should get contact.

8. In With the New. Get more inter-connected to your new contacts. Find them on the social media that you use and make sure they know how to find you. This is also a great time to check out new technologies that can make communicating easier. If you're overwhelmed by Twitter and Facebook being separate on your cellphone, try Tweetdeck. If you need more from your Twitter lists, try Formulists. See if you can use Gist can help you streamline your contacts social media and news.

7. Jazz It Up. If your materials look old and busted, give them new hotness. Take new photos and update your press kit. Add sizzle to your bio. Change your Twitter background. Redo your blog design. Try a new newsletter format.

6. Reconnect. Should old acquaintances be forgot? Hell no! You better get back in touch with folk! The holidays and New Year are great beards for reconnection when you went MIA (or they did). Reach out with well wishes through greeting cards, personalized emails, phone calls, texts or, even a handwritten letter. We don't see too much of that lately and it adds a special touch to rekindling a valued relationship. Please don't blab incessantly about yourself. Find out what their news, too.

5. Make Your List & Check It Twice. Create your media lists and go all out. Generate databases for magazine, TV, online, and radio contacts. Include bloggers that suit your story needs. Now you can start building the relationships.

4. Categorize. Outreach goes in more than one direction. It’s not just about how you're reaching out to them people. To dig deeper, look at what they do with the information you give them and how much information they give you. What is valuable varies from person to person, so use your own measurements and figure out your MVP's and VIP's. Notice who always retweets you or comments on your Facebook status, reads your newsletter, and gives you referrals. These are the people that like you.

3. Give Gifts. 'Tis the giving season. Embrace it. Don’t be silent because you don’t have self-centric news to thrust at people. Stop worrying about what you're going to broadcast and start thinking about how you can benefit people. Do something special and unexpected for your MVP's. If you don't have news but you have $10, ask your valued people to send you their Amazon wishlists so that you can surprise one of them. Your gift doesn't have to cost money, though. Blast out interesting info that you stumble upon that will benefit your mailing list.

2. Make Some Consistent Noise. Vow to be consistent with your outreach for 2011. If you blog every two weeks, keep it up and avoid those four month stretches of silence. Consistency births trust. 

1. Check Your Calendar. Since we're thinking ahead, really think ahead. Put key dates into your PR plan. For example, there's a month for almost everything. If you’re passionate about heart disease, a Google search will reveal that February is Heart Awareness Month. The American Heart Association is all over it. Seek events that you can participate in for the month, connect to the right companies and individuals, and incorporate this date into your PR plan. 

Remember, the PR plan can’t implement itself. It means nothing unless you do it.

Keep rising!

Joy

Can't remember all of this? Download this Do! list for free via Scribd here!

 

UP FROM DOWN: Building personal brand during the downturn

By now you're probably fed up with everyone moaning and groaning about the economy, but that doesn't stop it from being in a down swing. Jobs are scarce for 2009 college graduates, the housing market is ridiculous, and consumer confidence is still low.

For those in business for themselves, the aftershocks of a slow economy are easily palpable. Companies may be cutting what they consider to be extraneous spending on the exact service that you provide, whether it’s consulting, marketing, design... You may be doing the same, cutting back or eliminating marketing, PR, and design plans. But this is a mistake whether you have a few dollars to squeeze or not. Your name is the most important thing your business owns.

Be savvy with your downtime during the downturn and build personal brand recognition through smart, targeted strategies. If you have found yourself solvent during these times, your marketing dollars can go further, negotiating lower rates, category exclusivity, and placements that will resonate louder than ever before. Especially since there’s less competition. It’s easier to cut through the noise, assuming you’ve already streamlined your personal brand.

Your competition probably isn’t spending money, so now is the time to forge ahead with targeted, smart exposure that will help your consumer base remember your name and stay loyal. You may even possibly find new consumers:

1) Target your consumer better:
If you’re already pretty established, staying visible in front of your consumer will maintain brand loyalty. If you’re fighting to compete, you can use the lack of competition to get your message front and center.

Find events and press opportunities that effectively target the consumer you need. These events will still need sponsor dollars, and the economy will allow your sponsor dollar to negotiate farther.

Ex. A financial planner helps sponsor an opera event for young professionals. These young professionals are probably making money and worried about how to invest in the recession. Target audience realized!

2) Connect through community philanthropy:
Reaching out contributes to consumer trust and when consumers trust a brand, they will usually pay for it and even pay extra for it despite the economic atmosphere. They'll also forgive mistakes if a company has a fundamental reputation of integrity and good works.

3) Evolve:
You may need to offer a smaller service or product that still distinguishes your brand but fits people’s price ranges more easily. When McDonald’s launched their $1.89 flavored coffee, Starbucks had to respond with a more reasonable priced coffee blend called Pike Place Roast, available in grande size at $2.

Ex. A graphic designer that offers a low-price logo design service for startups

4) Create brand alliances:
Alliances can increase image and public profile and can lead to more interesting, lucrative projects. Seek out others with competing or complementary skills for possible collaborations.

Ex. Two comedians with decent followings join forces to create an improv show or pitch a TV show.

5) Establish yourself as an expert in your field:
Contact local media (newspapers, news, etc) about your availability to comment on certain topics relevant to your business or skills.