 Walk into any store and you will be reminded that the holidays are just around the corner. Halloween, Thanksgiving and yes, even Christmas decorations abound. For businesses, that means wrapping up the fourth quarter and setting your sites on a new year and hopefully new clients/customers. If public relations and marketing have not been part of your business plan, now may be the time to consider adding it into your budget. The good news is, it doesn’t have to cost you a lot and some of it you can even do yourself. Social Media If you don’t have a social media presence, what have you been waiting for? Start posting. Where you shine most brightly will depend on your business. Instagram is perfect for companies with a lot of photo opportunities. Facebook translates across the board, you can share photos and information. Twitter is a great place to communicate with customers or potential customers. Regardless of what kind of business you are in, you should be on LinkedIn. This is where you can tell people about you and your company. If you already have a personal LinkedIn page, create one for your business as well. Wherever you post, make sure it’s consistent and be responsive to those who communicate with you via social media. Use Graphics Graphics are like eye candy, they make whatever you post standout and create a more engaging post. You don’t even have to be an artist to create some awesome graphics. There are a number of simple design programs such as Canva that make it easy and inexpensive. Infographics also are a great way to tell a story in pictures. Use Video It’s one of the most powerful and effective ways to get your message across and you don’t need expensive equipment to do it. If you have a steady hand, you can even make a video using your IPhone. I have shot and edited videos using my IPhone and IMovie in under an hour for posting to Facebook and the hits just kept coming. The videos can be serious, funny, quirky and informative. It’s all up to you. Press Releases Although still a staple of the business, press releases are best used when you have something significant to announce. For example: Your company is launching a great new product, or your nonprofit just awarded a significant grant. Press releases can be overused, so consider whether what you have to say is worthy of one. This is where a PR professional comes in. They are the ones with the connections to get your message across. Newsletters This is a great way to reach out to existing customers/clients. You can use a newsletter to tell them what’s new with your company, what new products or services you are offering, what deals you may be offering. You can include coupons. If you are in a service industry, they also can be used to inform clients about developments that might impact them or their business. Newsletters are a great way to keep in touch, but don’t over use them, otherwise people will unsubscribe. To get new subscribers, add an opt-in option on your website. As 2018 nears, now is a good time to consider what tools you will use to grow your business. Susan R. Miller is founder of Garton-Miller Media, a full-service, South Florida based public relations firm. Susan is a former journalist with more than 30 years of experience. In addition to public relations, she provides web content writing, press releases, social media, photography and videography. She has two daughters, three golden retrievers, two cats and a chatty parakeet.
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 I have been representing nonprofit organizations for a few years and one of the challenges many of the smaller and not-so-well-known ones face is raising money and finding volunteers. Many smaller organizations don’t have a dedicated fundraiser or volunteer coordinator, relying instead on board members and existing supporters to help them get the word out.
Meantime, there are many businesses – big, medium and small – that would benefit from partnering with a nonprofit. For one thing, it helps to make your business look good in the eyes of your customers and it shows them that you take an interest in your community. As a business, you have something to offer and it doesn’t have to be cold, hard cash. Many nonprofits would benefit from in-kind donations. It can be something as simple as an item or service to be auctioned at the nonprofit’s next event, hosting an event at your venue, or providing a valuable service needed by the nonprofit such as helping with IT needs to providing legal assistance.
June 23 is the official “Take Your Dog to Work Day.” For me, however, every day is take your dog to work day. I get to work from home, which gives me a lot of flexibility and a lot of time with my fur babies. Taylor, (left) my female Golden Retriever, spends most of her days fighting me for a spot under my desk. If I get up and come back, there she is. Unfortunately, there’s not enough room for both of us, so she begrudgingly moves, but never too far. My boys – Jake and Koda, both English Cream Golden Retrievers and brothers from another litter – spend the day downstairs because they just can’t seem to leave their sister alone. They get special time with me at lunch when I take them outside and give them treats. For many people, myself included, pets are members of the family. We celebrate their birthdays, talk to them, buy them special toys and treats. In return, they give us unconditional love. But that’s not all! Studies have found that animals have proven to help those with anxiety and loneliness. Many nursing homes and even some hospitals have begun to allow animals to visit. Children with medical and mental health issues such as autism also benefit from pet therapy. Many libraries and schools are allowing specially trained dogs and their handlers to come in and have children read to them, which not only helps to improve their reading skills, but also reduces social anxiety. And, people aren’t the only ones who benefit. Less loneliness results in less destructive behavior and a better-adjusted pup. Bringing a dog to work can create a number of challenges. Some people may be allergic, others may have a fear of dogs. There also is the risk of an accident or even legal issues if Fido or Fifi misbehave. On the flip side, having a dog at the office can help to reduce stress as well as increase camaraderie and social interaction. Having a pet policy that outlines what is or not permitted and clearly states an owner’s responsibilities might be a good idea if you decide to bring your pet to work. On June 23, some offices will allow their employees to bring their dog to work. I am fortunate, I get to do it every day! AuthorSusan R. Miller is founder of Garton-Miller Media, a full-service, South Florida based public relations firm. Susan is a former journalist with more than 30 years of experience. In addition to public relations, she provides web content writing, press releases, social media, photography and videography. She has two daughters, three golden retrievers and two cats.  A few weeks ago, I was dealing with a roof leak -- again. My roofer had been out too many times to count and still could not pinpoint the problem. Finally, out of desperation, I brought in a fresh set of eyes (a handyman) who figured out the problem within 10 minutes. Rather than pay my handyman to fix it, I called the roofer back (we were still under warranty), explained what we had discovered and told him what needed to be done. Unfortunately, he chose his own solution and a day later my roof was leaking ...again! Needless to say, the roofer was back out the next day to do what was initially requested of him, thus solving the problem. It’s important to understand this was not a one-time thing. The roofer had been out so many times I began to dread calling him. I also was afraid I would void my warranty or have to pay someone else to do what he should have done all along, so I kept him coming back. Having dealt with the situation for so long and having tried everything else to fix it, at this point I was in a better position than anyone else to know what was wrong. The roofer, on the other hand, was the professional and felt that he, not I, knew best. For me, it caused nothing but frustration. For him, it cost valuable time, which in turn, cost him money.
What does this have to do with business? Everything. Listening to clients is an important part of doing business. Granted, as public relations professionals, we are hired to do a job because of our expertise. But too often we don’t take the time to listen to what our clients want or need. I once worked with a public relations “expert” who would walk into a meeting and immediately tell potential clients exactly what they needed even before taking the time to learn about their business, understand their goals or determine how best to accomplish them. That is not to say we should let our public relations clients tell us how to do our jobs. Instead, we need to take the time to listen to them and then create a game plan that allows us to accomplish those goals. Your clients know their business better than anyone. If you combine that knowledge with your knowledge of public relations, you are creating a much more positive experience for everyone involved. Listening is a skill that needs to be developed. Clients want to feel valued and obtaining their input is one way to make that happen. And, as in the case of the roofer, it may save you valuable time and money down the road. Not to mention, you will have a more satisfied client. AuthorSusan R. Miller is founder of Garton-Miller Media, a full-service, South Florida based public relations firm. Susan is a former journalist with more than 30 years of experience. In addition to public relations, she provides web content writing, press releases, social media, photography and videography. She has two daughters, three golden retrievers and two cats.  Every day, reporters are bombarded with press releases. Some are immediately deleted, others may end up in a reporter’s “tickler file” for future reference, and some are acted upon right away.
Because reporters are busy, one way to get them to follow up on your press release is to do their job for them. Press releases should be written with not just the reporter in mind, but also the reporter’s audience. Many of the press releases I write often end up being published without being edited on various news websites, so when feasible I write them in a way that tells a story. For example: When John Smith needed to take time off from his job to recover from surgery for a hernia, he was worried about how he would keep up with mounting bills. He heard about ABC nonprofit through his local church and contacted them. After going through the interview process, Smith received a $5,000 interest-free loan, which allowed him to focus on his recovery. It reads like the lead to a story and makes it easier for a news outlet to publish as is, or for a reporter to pick up the ball and run with it from there. I am not saying every news outlet will use your exact lead, or even publish the release in full, but it does give them a good idea of how they might approach your story.  With 2016 nearly behind us and 2017 on the horizon, now is a good time to assess what worked, what did not, and how you will proceed going forward with your public relations and marketing efforts.
I continue to believe that earned media – i.e. media gained through public relations efforts and not paid advertisement – is one of the best ways to get the word out about a company or organization. Depending on how you go about this will determine the cost. You can attempt to do it yourself, but it can be time consuming and take you away from the day-to-day operation of your organization. Public relations requires planning. It includes the creation and development of media contacts, ongoing discussions with reporters and editors, a solid understanding of what is or is not news, and how best to position your organization. While you can throw a story out there and hope it gains traction, that’s akin to playing the lottery. Unless you have an unbelievably good story, chances are you won’t have much success using this method. Targeting your efforts is important. Determine what publications you want to be in and go after them. What publications are the people you want reach reading? Niche publications are an excellent place to get your story told. The Daily Business Review is a great outlet for attorneys, while Medical Economics is best suited for those in healthcare. There are thousands of niche publications, not to mention bloggers, which means opportunities beyond your traditional local newspaper or TV station. Although the press release is not officially dead, don’t expect to write it, distribute it via a wire service and have reporters knocking at your door. While these services have their place (especially when it comes to SEO) it’s always better to individually target reporters and editors and tell them why your story belongs in their publication. You may be able to provide them with an angle they have not considered. 10/21/2016 0 Comments Why your 2017 budget should include PR Walk into most stores today and you will see Halloween, Thanksgiving and Christmas decorations vying for space on store shelves. It’s become a race to the finish line as one year comes to an end and a new one is right around the corner.
For companies, it’s a reminder that it’s time to start budgeting for the next year. Regardless of whether you are a small business or a large corporation, if you want to continue to reach your intended target audience then adding PR and marketing to your budget is essential. Where to begin? In a world filled with digital media, the opportunities continue to evolve, you just need to start taking advantage of them. The two biggest complaints I hear from small business owners is “I don’t have a budget for that” or “I don’t have time to engage in social media or public relations opportunities.” My response: “You can’t afford not to set aside even a small portion of your time and budget.” If you have not even begun social media and PR outreach efforts, then you are already losing out to the competition. Google your competition, take a look at what they are doing. Are they on LinkedIn? Facebook? Twitter? Instagram? YouTube? Yelp? Do they have a blog? Is their website fresh and up-to-date, while yours was created years ago? So many options, so little time Yes, there are a ton of social media options available today and you can’t be on all of them (well, you can, but it’s best to start small if you are just getting started). Pick one or two and go from there.  A recent report by Intuit suggests that by 2020 (that’s just a few years away folks) more than 40 percent of the American workforce – approximately 60 million people – will work as freelancers, contractors, and temporary employees.
With an increasing number of people jumping into the freelance talent pool, LinkedIn recently expanded its professional services marketplace dubbed ProFinder. The service, which LinkedIn began piloting a year ago, but only recently made available nationwide, allows those who are looking to hire to cast a wide net by simply answering a few questions. It starts by asking “What service do you need?” Categories range from accountants to lawyers, graphic designers to public relations consultants. The questions further drill down into more specifics to help you find the right person. For example, if you’re looking for a writer do you want a technical writer, a grant writer or a blogger? Once you narrow it down, click on the “Get Free Proposals” button and you’re off. LinkedIn looks to find the best person suited for your request from area freelance professionals, like myself, and sends the recommendations to you. For those who are looking to get hired, Profinder also helps you to get clients. Click here to get started.  If there’s one thing I do a lot, it’s write. I write press releases, blogs, website content, marketing material for brochures, advertorials, the list goes on. Each has its own style and often, as in the case of blogs for my clients, its own voice.
Sometimes the writing comes easily, the research goes well, my thoughts flow, and my fingers fly on the keyboard. Before I know it, the first draft is done. On other occasions it can be like giving birth – slow and painful – but when it’s done I feel like a proud parent. Regardless of what I am writing, I always try to give my writing time to breathe. Depending on my deadlines, this can be for a few minutes, a few hours, or even for a day or two. Novelists tell tales of letting their writing sit for weeks. Unfortunately, I don’t have that luxury. During the course of writing I might be interrupted by a phone call from a frantic client, an e-mail, a text message from one of my kids, or a dog that just can’t wait any longer to go out. Ah, the pleasures of working from home! While it can be a bad thing, because such interruptions can cut into the flow of my writing, it also can serve as a stopping point for me to review what I wrote and perhaps revise my work. (A little insight here, I often pause after writing five or six paragraphs and review what I wrote, making revisions along the way). 9/21/2016 0 Comments YouTube launches new “Community” The competition for social engagement is heating up with the announcement from YouTube that it is launching YouTube Community. YouTube calls it a “simple way to engage with your viewers and express yourself beyond video.” Brands soon will be able to text, post live videos, images, animated GIFs and more in real time. Viewers will be able to see the posts in the subscriptions feed on their phones and can opt into getting a notification anytime a post is made. It looks sort of like a hybrid of various social media channels all in one place. In its beta stage, the new tab is only available to a select group of YouTube creators right now, but YouTube says plans are to make the Community tab available to everyone in the months ahead. To see how it works, you can check out the vlogbrothers an Internet-based show created and hosted by novelist John Green (The Fault in Our Stars) and Hank Green (co-creator of VidCon) or singer and producer Peter Hollens. Ironically, earlier this month YouTube notified the vlogbrothers that some of their videos were not approved for monetization because the content was not advertiser friendly. The company giveth with one hand and taketh away with the other. The idea is to allow YouTube creators to interact on a more personal level with their viewers than just posting and responding to comments. With so many social media options, one has to wonder how valuable this new community tab will be. What do you think? AuthorSusan R. Miller is founder of Garton-Miller Media, a full-service, South Florida based public relations firm. Susan is a former journalist with more than 30 years of experience. In addition to public relations, she provides web content writing, press releases, social media, photography and videography. She has two daughters, three golden retrievers and two cats, but just one guinea pig who is happy not to have to share his cage or his daily stash of veggies with anyone. |
  
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We are a results-oriented, Raleigh, North Carolina-based public relations and content marketing firm serving clients nationwide. We focus our practice on media relations, content creation and social media.