Using Marketing and PR to Handle Negative Publicity

By Sandi February 19, 2012

Last month, a Carnival Cruise ship ran aground off the coast of Italy, causing the ship to capsize.  At least 17 passengers were killed, another 15 were unaccounted for and hundreds more were injured.

Nearly a week after the tragedy, dozens of surviving passengers filed lawsuits, the ship’s captain who Carnival blames remains on house arrest, company stocks have plummeted and the social media backlash from customers continues to grow.  Under increasing media scrutiny, Carnival CEO Micky Arison, finally decided to break his silence and respond publicly, but his reaction was too little, too late.  The cruise giant was already immersed in a major public relations crisis. 

Carnival’s poor crisis strategy is an example of what not to do in the event of negative publicity.  As a small business owner the likelihood of your business experiencing a crisis of this scale is probably small, but there are some effective methods of how to approach negative publicity of any kind.

  • Assess the Situation – Consider how this crisis can affect your business’s image and brand by asking the following questions:  How urgent is the situation?  Will this news impact sales or business relationships?  Is the crisis based on factual information or is it biased?  Develop a crisis strategy plan based on these answers and be prepared for anything.
  • Transparency is Key - If your business is at fault, own up to the mistake, address the situation and fix the problem.  Designate a media professional or trained staff member to be responsible for all media inquiries and clearing up misunderstandings.  Also, issue a straightforward press release sent over the wires and directly to individual publications.
  • Counteract Inaccuracies Efficiently - If your business has received negative press because of a factually incorrect or biased story, consider contacting the editor, reporter or blogger responsible.  Offering a different angle on the story that includes new information or opposing evidence can also work in your favor as well.  Remember, it’s vital to tell your side of the story and disseminate any public misinformation.
  • Never Underestimate Social Media – In the age of viral videos and destructive Twitter and Facebook campaigns, negative press can reach your audience far and wide on a faster scale with potentially damaging consequences.  If your business is facing a crisis via social media platforms, be sure to remove damaging content within your reach.  Secondly, utilize effective multimedia strategies, such as posting videos reassuring your audience about your plans to solve this crisis and responding to any comments or questions on each site in a timely fashion.

The days of bad press equating to good press are long gone with the rise of social media.  As a small business owner facing a crisis, your goal is to always remain open and honest to your audience and making sure your brand isn’t affected in the long-run.

This week's blog was written by Kymberly Sheckleford. Kymberly is an Analyst with C2G Resourcing, a subsidiary of Consultants 2 Go, LLC.

Categories : Guest Blogger

Toastmasters: Building My Speaking and Leadership Skills

By Sandi February 12, 2012

Excellent, even good, speaking skills give me confidence when I have to make a presentation to win a contract.  I don’t stutter when I am asked a question and don’t have the answer; I know how to improvise if things are not going the way that I want, and I don’t use “ah,” “uhm,” “so,” or “you know” (known as fillers – you use them to fill a space when you don’t know what to say) during my presentation.

I have honed these skills as a member of Toastmasters (www.toastmasters.org) since 1996.  For the last couple of years, I stopped going to Toastmasters and realized that the fillers were creeping back into my presentations.  I still noticed fillers when a leader is speaking but I was unaware that my own speech was impacted until someone pointed it out.  I’ve started attending meetings again on a regular basis and, lo and behold, the fillers are slowly leaving my conversation.

Toastmasters International is a world leader in communication and leadership development. The membership is 270,000 strong. These members improve their speaking and leadership skills by attending one of the 13,000 clubs that make up the global network of meeting locations.  Membership in Toastmasters is one of the greatest investments you can make in yourself. At $36 every six months, it is also one of the most cost-effective skill-building tools available anywhere.

Toastmasters is a way for me to practice pitches and get critiqued in a friendly environment.  Some clubs meet monthly, while others meet bi-weekly.  At these meetings, I have an opportunity to do the following:

  • Table Topics – during this segment, newsworthy topics are selected and each member has two minutes to respond or give their feelings on that particular topic.  It helps me to practice improvisational skills and speaking on topics on which I’m unfamiliar.
  • Speeches – Each of ten speeches is designed to help me with a particular skill like humor, visual aids, breaking the ice with new people, or voice expressiveness.
  • Grammar – At each meeting, a word is given, along with the meaning.  I get to practice using the word throughout the meeting as well as the week.
  • Learn to Use Visual Aids – Visual aids are an important part of many presentations. The most commonly used media are the flipchart and computer-based presentation programs.  I get to practice using these tools during my presentations.
  • Use Humor – I’m very unfunny and some of speeches force me to inject humor into my presentation and I’m critiqued on it by other members.

Because of the above, I am a small business owner with big company speech.  I am comfortable in meetings with Fortune 500 executives and other small business owners alike.  I hope to continue in Toastmasters for as long as I can.  It has shown in my public speaking as well.  The next time that I have to speak to you, hopefully your count of the number of “ahs” that I use will be markedly decreased.

Categories : Marketing

Lessons from the Ranch: Pushing Beyond Limits

By Sandi February 5, 2012

My business partner and I just spent one week at The Biggest Loser Ranch (BLR) in Malibu, CA.  We are not getting paid to say this, but it is one of the most enlightening trips that I’ve taken.  When we first told friends and family that we were going, the first question was “Why? You don’t fit the typical profile.” 

The only profile I saw was of people who want to do more with their lives and make themselves, and everything around them, better.  They are willing to sacrifice for it.  We fit that profile.  These are my lessons from BLR:

  • The ranch mentally and physically pushed my limits.  “Give me one more,” was a mantra for the week.  When I thought I was done, they would push me one step beyond – and I automatically met the command without thinking. 

What is my “one more” in my business?  How can I push myself and my team to do one more thing that will take us over the top?

  • Yes, I really can do more than I think.  Planks, pushups, jogging, weight lifting…all words not used in my everyday vocabulary, and certainly my body did not know those exercises.  My body and mind are now intimately familiar with those words and actions.

I will always ask “what more can I do?” for myself and my business.

I also liked that they broke up 60-minute exercise routines into small increments so that my brain thought it was manageable.  Somehow it didn’t seem difficult to be on treadmill for 5 minutes, ride the bike for 5, weight lift for 5 and do crunches for 5–and repeated that circuit 3 times.  If I was told to exercise for 60 minutes, I would shut down. 

When I have gigantic problems, I will use the same concept of breaking issues down into small, manageable increments so that it does not seem insurmountable.

  • Take time away from the business.  For the past ten years, the business was first.  This week gave us time to put ourselves first. 

Those long hikes gave us additional time to reflect on the business and think about where we want to take it.  It also gave our team the opportunity to run the business, and they rose to the occasion.

  • Create new habits.  The same old thing was not working for us.  Sporadic exercise, forgetting to eat for the entire day, and sleeping only two hours per night showed on our bodies thru weight gain.  Who knew that eating three meals per day on a regular schedule and going to bed earlier than usual would actually make us lose weight?  We will continue with our learnings. 

I will look at my business to see what is not working and the fixes that can be put in place to make it better.

  • Keep an open mind to try new things.  At the beginning of the program, we were asked to try the meals that they created for us.  Do not ask for a substitute until we have tried it.  Then if we didn’t like it, we can get a substitute.  Never in a million years would I have tried parsnip soup and already knew that I hated Greek yogurt.  But I tried them again and they are new favorites.

My lesson was that I can try new processes in my business, and stop if they don’t work.  And if my team makes a suggestion, at least try it to see if it makes sense.

Overall, a better me means a better business.  Thank you, BLR.  I am psyched to move forward.

Categories : Marketing

Planning Business Trips for the Small Business Owner

By Sandi January 29, 2012

As a small business owner, I try to minimize business trips as much as possible mainly because they are expensive.  When you add airfare, hotel, ground transportation and food, teleconferencing sounds like a much better deal.  So, the reasons for taking such a trip must be well worth it.

  • Plan as far in advance as possible.  Unfortunately, a lot of times, these trips don’t give you enough time to plan; however, as soon as your schedule is finalized, book your airline ticket and hotel room.  Use aggregator websites such as Orbitz or Travelocity to make comparison easy.  Don’t forget that some airlines and hotels are not on these websites so you will need to check those individually.
  • Look for deals.  Sometimes, a few blocks make a difference in the price of a hotel room.  If it is not critical to your getting around the city, make the sacrifice.  If you’re going to a conference and they have packages that include a block of rooms, take advantage of it right away – those rooms usually sell out quickly.  If they have an airline sponsor for that conference, compare their ticket rates against the open market to figure out competitiveness.  One of my friends taught a class on a cruise ship so she got the entire trip free.
  • Stay with friends or family, if possible.  I know – this is a last resort but don’t dismiss this option.  You can kill two birds with one stone.  When you are in a city with a good friend whom you haven’t seen in awhile, or a family member who you just can’t seem to visit at any other time, staying with them might be a good way to mix business with pleasure.  If my trip starts on a Monday, I spend the weekend with them so we have time together.
  • Use club memberships.  If you belong to an airline club that gives you access to lounges, make good use of them to catch up on last minute work.  A few clubs even give internet access free of charge.  Use your AAA membership for car rentals and you can get discounts at participating hotels.  Some credit cards also give you special access to business lounges in hotels where food is served free – this way, you can cut down on food costs and can provide a nice, convenient place for client meetings.
  • Network while you are in town.  I started doing this a few years ago and it’s worked most of the times.  I will reach out to my member organizations such as NAWBO, NAFE, or Women Presidents’ Organization to let the members in that city know that I’m in town and meet for drinks.  It’s a great, safe way to meet other business owners who you normally wouldn’t meet.  I always do this as long as my itinerary allows it.  I’ve met several new friends this way.
  • Have fun by visiting a local attraction.  When I am in a city that I’ve not previously visited, I take advantage of the city bus tours when time allows.  So, if my meetings are finished early in the day, I visit a museum or just walk around the city to become acquainted.  I always book flights late in the day in case another meeting comes up or someone else needs to meet with me before I leave town so there is usually a few hours to kill.
  • Consolidate your business trips.  If you have two clients in one city, or if you have a conference and there is a client you would like to meet, schedule that trip together.

It’s a delicate balance to pack as much into one trip as possible without burning out.  These tips work in reverse as well – if you are in town to visit relatives, getting meeting with prospects is awesome.

Categories : Marketing

The New Year “lack-of-excitement-with-my-business” Blues

By Sandi January 19, 2012

Many small business owners took some time off between Christmas and New Year’s Day when our clients are also out of the office and our staff requirements are low. What that time allowed us to do was relax and take a look at what we’ve accomplished in the past year. Unfortunately, it also highlighted all the things we did not get to do for a variety of reasons – and that’s what we focused on when we came back to work.

Some comments that I heard (and gave) at the start of 2012 definitely showed a lack of excitement for our businesses. Comments were:

“I’m so tired of killing myself with working 20-hour days and not seeing much for it.”
“I need to sell my business – this is too hard.”
“I dread going back to the office because there is a mountain of problems waiting on me.”
“No matter what I do to get ahead, the government is ahead of me to put me two steps back.”

It was disheartening. A new year should bring excitement with all the possibilities that await us.

How can we keep our excitement and enthusiasm during the year? How can we rev ourselves up to make a huge difference in our businesses this year? I picked one thing to help me to rejuvenate my business and myself, and that is updating my education. That is only one thing but it spans quite an extensive amount of information that I need:

1. Technology: I realized that there are tools out there that can help me but I don’t know about them. I’m on a quest to find out the things that are easily implementable. It runs the gamut from technology (I got an iPad to learn about apps) to investigating document storage capabilities.
2. Seminars: I attended a great networking event that reminded me that I need to revisit my business revenue model – that is how am I currently making money and what am I leaving on the table? Are there new services that I can provide or can I retool some of my current services? I know that I should do these analyses, but this was a good reminder to take the time to do it.
3. Networking: I thought I was doing my networking. I need to go back out and be present in the same places with my clients and consultants. Otherwise, how can I have new opportunities or add new people to my network?

So, thank you, 2012, for giving me some concrete things that will change my business and recreate the excitement that was lacking. This will be a year of making phenomenal changes that will grow my business. Do your own analysis. What are the things that can get you excited?

Categories : Marketing

Is This the Year to Give Up Your Small Business and Get a Job? No, No and No.

By Sandi January 9, 2012

Per the U.S. Bureau of Labor Statistics, nonfarm payroll employment rose by 200,000 in December 2011, and the unemployment rate, at 8.5 percent, continued to trend down. Job gains occurred in transportation and warehousing, retail trade, manufacturing, health care, and mining.  That is great news for the unemployed.

If you were a small business owner in 2011 and had a rough year, and you hear there are job gains, you might consider that now is the time to just give up and get a job.  Every year, this decision looms larger than life.  Can I make more money by working for myself, or do I need to work for someone else and get the perks of medical benefits and a “steady” paycheck?

I’m here to say that there is no such thing as a steady paycheck anymore since layoffs are now the norm rather than the exception.  I’m here, small business owner, to encourage you to hang in there for 2012.  Why?

Budgets are freeing up.  When companies start to hire, that means they have extra dollars to spend and they have new products they need to launch.  They will need help from you in getting those products out the door.  As a small business owner, be prepared to help them.

Build a consulting practice.  A consultant has a very specific skill set which is different from a traditional employee.  Consultants are in high demand, especially if you are in one of the employment growth industries above.  If you have a specific expertise, consider adding this practice to your services.

Increase your price.  You have been holding off for the past few years in making price adjustments because the client could not tolerate it.  For existing clients, now is the time to consider a small increase.  For new clients, you might want to create a more accurate pricing structure for your product or service.

So, now is not the time to abandon ship.  You made it through the tough times and now you can reap the seeds of hard work that you’ve sown.  Here’s to a profitable 2012!

Categories : Marketing

Building Better Business Relationships

By Sandi January 1, 2012

One of my New Year’s goals for 2012 is to build better relationships with my team, clients, family and friends.  I’m going so fast all the time that I need to take time to stop and really make an effort.  Relationship building is a continuous process…and there is nothing easy about it.  Here’s how I’ve done it in the past and will work on it this year:

Be Proactive. Do not just wait for the relationship to form. Suggest ideas to make it better – going out after work, team building ideas or just bringing in coffee in the mornings can get you started. Little things like that shows you are well-intentioned and can influence your colleagues to do the same.  If you participate in a group, target three people to invite out to lunch or speak with them outside of the group environment.

Provide and Encourage Honest Feedback. The best relationships come from open and honest communication. Encouraging constructive criticism can lead to successful and open relationships with your business partners and team while creating better business practices. Also, making suggestions to co-workers how they can perform better, while at the same time being open for their feedback, creates an environment of honesty and openness.  Honesty with your clients and co-workers lets them know that they can trust you, creating long-lasting relationships.

Be a Good Listener. Listening to your clients’ and co-workers’ ideas not only shows that you respect them, but creates that sense of openness you are looking for within your business. Be willing to accept other ideas and suggestions other than your own. Take the time to listen and understand other people’s opinions.

Maintaining healthy and successful business relationships is all about generating a sense of honesty and creating the best outcomes for your business.  You must make the time to build these relationships which can last you a lifetime.

Caroline Ryder contributed to this article. Caroline is a senior at Mount St. Mary’s University majoring in Business with a concentration in Marketing.

Categories : Marketing

Balancing Work and Friendship On The Job

By Sandi December 25, 2011

Working with friends is a delicate dance between your friendship and the business relationship that must be maintained.  You are excited to have your good friend working in the next cubicle, but there is also a strict business relationship and sense of professionalism that must be kept while in the office.  Even though you and your best friend make a great team and work well together, there are a few boundaries that you need to maintain.  Identify an office issue vs. what to take outside of the office .

You often hear never mix friendship and business; however, if you maintain the balance between your two relationships, a good partnership can be created. Some of the most successful companies and business partnerships were created with friends.  Below are some tips on how to balance your work and friends, while maintaining successful business relationships with them.

Respect Boundaries. It is important to recognize that at the end of the day, the goal of the business is to make your clients and customers happy and successful, and for you to be successful as well.  It is the goal of individuals in the company to be successful as well.  Respect that both you and your friend are working towards success, so encourage each other and try not to turn it into a competition – even though a little competition is good for the soul, it might not be good for your friendship.  Do not expect them to divulge company secrets because you are friends.

Maintain Professionalism. While you may want to talk to your friend about your upcoming plans for the weekend, do that outside of office hours.  Because your friend is sitting in the office next to you, doesn’t give you free reign to toss professionalism out the window. While in the work place, keep your conversations “office appropriate.”

Do not confuse your relationships. Critical business decisions need to be made.  You are not always going to agree with your peers, including your friends. While in the office, understand that your goal is to do what is best for the company.  Even though you and your friend disagree on an issue, recognize that you are to maintain a professional relationship.  Do not blur the lines between that business relationship and your friendship.

When you recommend your friend for the open position on your job, know that there is work to be done to maintain your friendship while working together.  Some friendships are made out of respect for each other’s work ethics so be careful not to jeopardize that.

Caroline Ryder was a contributor to this article. Caroline is a senior at Mount St. Mary’s University majoring in Business with a concentration in Marketing.

Categories : Marketing

Networking Upwards

By Sandi December 18, 2011

As a small business owner, there comes a time when we have to reach out to an old boss, a colleague who was senior to us, or a senior executive whom we don’t know or may have only ran into very few times.  People who have just gotten laid off also need to get their names back out in the business world after many years of holding a steady job.

Renewing contact is a daunting task that we dread because we have not kept in touch with these colleagues – and do not have an updated contacts list (if you have one).  We have not been networking as well as we should!  After scrolling through your list, you identify a few contacts to which you want to reach out. However, there is one problem – you normally wouldn’t network with these people on a social level but holiday parties are notorious for bringing these groups together.

Below, you will find a few tips regarding the best ways to reach out to these colleagues to utilize their resources and contacts.

Starting at a dead end? Your out-of-date contact list can help you track down the name of a former boss but the phone number and email address might be from the former job where you knew them. This is where social and business-networking sites such as LinkedIn come in handy. You can search by name and company to find old colleagues. When you request to connect with them, send them a personalized message in order to begin the initial relationship.

Rebuild your relationship. If this is in-person, especially at a holiday event, when you make a connection with an old senior colleague, first re-establish your relationship. Even if you were promoted to a position equal to theirs, they will see you in the old framework – do not be offended.  Introduce yourself in the capacity in which they knew you such as “You might not remember me but I was Mr. Smith’s assistant at ABC Company.”  Take the time to catch-up with them before you blurt out your need. Seek their advice regarding your situation and look for their insight as a mentor-type relationship.

Share their interests. To reconnect, think about what their interests or the type of company where they now work. Send, or discuss, a recent article that might be of interest to them. Or, is there a business convention or conference coming up that you think they might enjoy? Shoot them an email with the information; mention that you thought it might be of interest to them. This is an easy and harmless way of reconnecting with someone, and it shows that you are thinking of them and interested in what they are currently doing.

Be specific. Do research before you connect with a former boss or senior colleague. Find out where they are working, a little bit about their company, and the position they hold. Figure out exactly what it is you are looking for. Are you looking for a reference?  Advice?  An introduction to someone in the same field?  Have a goal of the end result and ensure they know it.

Remember to send a Thank You note! When someone helps you, acknowledge it. Even if you shared a brief phone conversation in which they provided you with advice on how to reenter the job market or they allowed you to pick their brains a little bit regarding their current position, acknowledge the time they devoted to you. This shows appreciation of their effort and leaves behind a good impression.  It makes it easier to call on this resource again in the future.

So, identify three senior colleagues whom you would like to contact for the New Year, and go after it!

Caroline Ryder was a contributor to this article. Caroline is a senior at Mount St. Mary’s University majoring in Business with a concentration in Marketing.

Categories : Marketing

Holiday Party Networking

By Sandi December 11, 2011

Most people do not connect holiday parties with networking as they would with professional, industry and Chamber events, business contact referral groups and social media channels. However, holiday parties provide a fantastic opportunity for you to meet new people and renew connections in a friendly environment.

So, define clearly what a holiday party is and is not. A holiday party is a social event/occasion – not a business event/meeting, conference or a sales floor to start selling yourself or product/service. If your networking is done well, it can maximize your opportunities in forging new business and relationships.

Here are a few things to consider in making the most of the holiday party networking.

Preparation. Make it a priority to get a list of the attendees in advance.  You can then use your social media channels to gather information on the attendees so as to avoid awkward moments at the party and to break the ice.

Personal introduction/adjusting your approach.   At the holiday party one might want to forgo the usual “elevator speech” and do something more personal.  One approach is to have a prepared “personal branding statement” which describes something unique and special about you and what you do. Everyone you meet could be a potential lead, so it behooves you to clearly introduce yourself.  Practice and perfect your “sound bite,” keeping it clear and simple.

Have confidence. At the holiday party, there are different levels of people from the CEO to the intern. Introducing yourself to an executive can be an intimidating experience.  In addition to preparing for such a conversation, ask your colleagues to do a warm introduction for you.  Speak with confidence of your value; be natural and conversational and do not sound like you are reading from a script.

Use appropriate language.  Enough said.

Take notes about the people you meet.  Bring a small notepad as most people will not have a business card and you need something to jog your memory later.

Be a good listener. The people you are interacting with can provide valuable information, advice etc. So try not to monopolize the conversation.  If you really listen to others and give them your undivided attention, they will have a positive lasting impression of you.

Be aware of etiquette. Remembering small things go a long way:

  • Most people shake hands with their right hand.  It is better to hold drinks in your left hand. This allows you to have your right hand free, avoiding awkward fumbling to switch hands and spilling your drink.
  • Do not shake with a dirty hand.  Keep napkins close by.
  • Put your name tag on your right side as it makes it easier to see while shaking hands.

Dress appropriately.  Yes it is a holiday party, but whether it is a dressy or casual affair, make sure you look professional.  You do not want to have your professional image compromised.

Do not overindulge.  Drink and eat in moderation. Give yourself an alcohol quota.  Drink something that has no smell, or better yet just get a ginger ale.  Avoid compromising situations at all costs and act like a professional at all times.  (Overdrinking and slurring words is my pet peeve!)

So, before you start thinking of the million reasons why you cannot attend holiday events, say yes to those invitations.  Social and work obligations are not going away. Holiday parties are much more than free food and drinks.  It is great way to have new opportunities to network and build relationships.

Leave the holiday stress at the door.  Happy Networking.

Porasah White was a key contributor to this blog.  She is a Compliance Consultant with Consultants 2 Go.

Categories : Marketing
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