Currently, I’m working with several potential vendors who are looking to partner with my agency.
I work for an ad agency, and while we are as full-service an agency as I’ve ever seen, we don’t do EVERYTHING. As such, we rely on strategic partners, especially in niche areas, to help out.
In my mind, partner companies make us stronger, since we can then become a true one-stop resource. And I like to keep working with companies that do good work with us.
Getting that first project can be tricky.
So if you are trying to pitch any business to any agency, don’t make this mistake.
The #1 mistake made in pitching new business is NOT solving your potential client’s problems.
Our “problem” is that we need expertise and service in Industry X. So if you are in Industry X and can help, HELP!
I’ve dealt with many companies that ask ME what they can do for us.
Do you see the issue here?
I don’t know you or your company very well. I have no idea how you can help. I don’t know your world, although I may know enough keywords and concepts to ask general questions.
If you want me to hire your company, here is what I’m looking for:
1. Sales Process. Educate us about your company, but more than 50% of the process needs to be you figuring out what our needs are.
2. Written Proposal. Tell me how you think your services can be combined to solve whatever problems we have or needs we are facing. Put it in writing. My memory isn’t that good and I want something pretty to show my team.
3. Short and Long. Let’s start small. Modest budget, defined scope of work, reasonable length of time. And then reevaluate. If your company makes a true difference, then maybe we can talk about a higher-tier of service. Solve Problem #1 before trying to sell me on Solution #10
The bottom line is that companies need each other to thrive, but the pitching process is what makes long-term relationships. Solve my problems, make my work better, allow my clients to be happier…and you’ve got my business for a long, long time.
According to one negotiation expert I spoke to today, 15% of Americans do.
While I couldn’t find a corroborating statistic, that sounds about right.
Some people just don’t like negotiating on anything, let alone on large purchases. It can be incredibly time-consuming or stressful, and if you have the means to pay the asking price, you may not care too much about bargaining.
Naturally, this ties in perfectly to PR.
Very few reporters engage in what I call “Sticker Price” PR – they do exactly what you, the seller, ask.
As a shrewd member of the media, they will look under the hood, kick the tires, and engage in a give-and-take as they mold the story you want to tell into the story they will tell.
This isn’t a bad thing at all.
Like a prospective car buyer, they must due their due diligence on you/your client/your company before putting it in print.
It’s just part of the PR process.
However, there is that small percentage of pitches – like the 15% or so that pay sticker price for a car – that make it through EXACTLY as you want it to.
Perhaps the outlet needed to fill space, or the editor/reporter bought what you were selling.
Those times are exceptionally satisfying, but they are just that – the exception, not the rule.
To help the reporter, and make them more likely to tell your story the way you want, you should have the following items close at hand:
- Spokeperson contact info/availability
- Answers to FAQs at a conversational level (and if you don’t know the answer, be honest that you don’t know…then go find it and call/email the reporter immediately.)
- A knowledge of the reporter and their recent history of articles.
- Flexibility and timeliness. Don’t delay. Work fast!
Again, getting “sticker price” on your story is rare. Don’t expect it, but do your best to put yourself in the best position to earn it.
I live in Washington, DC, the city where people come to air their grievances with the government.
All over the city, there are protests and rallies and picket lines. It seems that there is almost always some sort of labor dispute downtown, especially with manual workers.
But here is the problem: I walk past them everyday and have NO IDEA what they are protesting against.
Is it bad wages? A jerk boss? Unsafe work conditions? Beats me.
So, as a public service, here are Five Steps To A Perfect Protest that will show “The Man” you mean business:
1. Signage: Make sure your signs are readable and clear. Remember that we live in a Tweetable culture now, so the shorter the better. I don’t need to know EVERY detail of your dispute with management. In fact, give me a headline.
“Company X Kills Kittens!” “Company Y Uses Child Labor!”
See? Easy to understand and now I’m on your side.
2. Chanting Partially Works. Contrary to popular belief, a lot of people saying the same thing at the same time sounds horrible. Ever go to a concert where people are singing along with the band? While it may be a neat experience if you know the words, you can’t really make out the lyrics.
Chant to draw attention, but let your signs (See #1 above) do the heavy lifting.
3. Call Me To Action. Tell me what I can do to help. If the company is really doing heinous things, people will want to assist. Just making noise does nothing.
In fact, it actually does something: make me resent you for blocking the sidewalk for a pointless protest.
A great call to action would be a website link where you have a more fully-developed case against the offending company. Then a link to email a decision-maker.
4. Be different. There are so many protests, marches, rallies, yours needs to stand out to get anyone to notice. Try a live band. Or t-shirts. Or have everyone wear a suit. Something to catch the eyes of those walking by – and let the signs and call to action do the rest of the work.
Unleash your creativity!
5. Don’t Hire Bums. This is really, really important. While I am all about creating job opportunities, hiring homeless people to pad your picket line is not an effective way to garner public support.
Make sure the people protesting are directly impacted by the offending party – the passion will shine through.
If you take these five steps, I can guarantee you’ll have a well-organized, effective protest. Now, if it connects with passersby or the “Man” is up to you.
The Washington, DC, sports community was given a jolt this week, when Nationals manager Jim Riggleman abruptly resigned.
He quit on the hottest team in baseball, who had won something like 13 straight and were a handful of games over .500.
The Nats are a former client of mine and I greatly enjoyed my time working with them, but this is NOT a good thing for the organization.
Apparently, Riggleman, who was in the last year of his contract, wanted to start talking about an extension. According to Riggleman, he was not DEMANDING an extension, but wanted to start talking about it.
Nats GM Mike Rizzo allegedly declined, and then all heck broke loose.
This is a delicate situation that is not pleasant for either side. I don’t know enough of the facts to take one side, since this is seemingly the last chapter in an epic saga that has finally hit the public stage.
I will say this, however: Riggleman gave up a well-paid job managing the hottest team in baseball as they were playing their best ball to do NOTHING.
That’s what the public sees and that has to be embarrassing to the Nationals.
Perhaps he isn’t the manager they want long-term. Perhaps everyone in the organization hates him. Perhaps they are winning DESPITE him.
Doesn’t matter to the fans watching on TV and buying tickets to the ballpark.
Fans see the manager walking away, saying “I’d rather sit at home, leave six figures of salary on the table and be mocked in public than work for your team one more day.”
This situation will be a blemish on both parties for quite some time.
Quick PR tips for both sides:
For Riggleman: Your main talking point should be that managing a baseball team properly requires support from management and ownership. Players bringing home million of dollars in guaranteed salary need to know the organization is on the same page. They won’t listen to someone who is obviously on the way out. And what sort of self-respecting man would be that lame-duck?
For the Nationals: Riggleman was fairly compensated the manage the team for the 2011 season. What more faith does an organization need to show than a paycheck every two weeks? The team preferred to gather a season’s worth of data, then make a decision on the manager for the 2012 season and beyond. Riggleman has been a great leader and mentor, with the proof in the pudding with the recent hot streak, and the entire organization is disappointed in how his tenure is ending.
I hate playing the blame game, but that’s exactly what both sides need to be doing right now.
My agency has some wheels in motion and we are looking for a PR professional! While this position is contingent on pending contracts, we are starting the search now so we can hit the ground running! One of the non-listed benefits is working with me every day. It’s not so bad. Really.
Public Relations Account Executive
Company: From interactive websites to targeted, contemporary print publications, iostudio is a nationally recognized marketing company providing innovative Web, email, print and video solutions for local, regional and national clients. Over the last 13 years, we have grown into an award-winning, multi-million-dollar company built on the passion and ingenuity of a remarkable team of professionals who want more from a job than just bringing home a paycheck.
Named one of the 50 fastest-growing, privately owned companies in the region three years in a row, iostudio is all about finding the talented, dedicated few who flourish in the collaborative environment we offer. If you prefer to “change the world” instead of simply having a job, if you’re committed to doing the best work possible by joining forces with a talented, fast-growing team in Washington, DC, and Nashville, if you want to work for a company that offers opportunity, great benefits and a beautiful open office atmosphere, then contact us to learn more about this position.
Job Location: Washington, DC
Job Description: (Position Pending New Contracts)
iostudio is experiencing rapid growth and is seeking a talented and experienced Public Relations Account Executive. iostudio has a growing array of restaurant, nonprofit and retail clients in need of public relations services. We are looking for someone to oversee clients and projects, create fascinating and innovative promotional tactics, and position iostudio as an industry leader as a full-service marketing communications agency.
This position requires an expert ability to remain organized, work independently and think on your feet. The candidate we are looking for will:
Independently write and edit news releases.
Generate and maintain media lists.
Create and execute PR plans for a diverse array of clients and companies.
Be able to work comfortably with any outside vendor.
Be able to develop, plan, organize and initiate grassroots marketing efforts.
Oversee agency PR efforts and contribute to marketing initiatives.
The above statements describe the general nature and level of work being performed by individuals assigned to this classification. This is not intended to be an exhaustive list of all responsibilities and duties required of personnel so classified.
Travel up to 20 percent.
Minimum Requirements:
B.S. or B.A. in public relations/advertising/marketing or related field.
3–5+ years of PR experience (agency or company).
Previous restaurant and nonprofit experience preferred, but not required.
Effective and professional verbal and written communication skills are essential. Ability to communicate ideas to employees, vendors, applicants and others in a clear and concise manner.
Strong proficiency with Word, Excel and PowerPoint on a Mac or PC platform; PR programs (such as Cision, Vocus, MyMediaInfo, etc.); and other applicable software.
Knowledge and ability to research information on the Web.
A wide degree of maturity, independence, creativity and latitude is expected
For consideration, please submit resume and salary requirements to careers@iostudio.com. Only emailed submissions will be considered.
iostudio is an equal opportunity employer (EOE). Qualified applicants are considered for employment without regard to age, race, color, religion, sex, national origin, sexual orientation, disability, or veteran status.
There is no debate on the awesomeness of Barney Stinson. I’ve already declared him my PR role model.
One addition to the list of reasons to look up to him is his signature style.
Wherever he goes, at all times, he is wearing a suit (AKA: “suiting up”). Heck, he even sang a song about it for the epic 100th episode of “How I Met Your Mother.”
Signature things help you stand out in a crowd. They may not be unique, but they belong to you.
Some examples:
- Mike Tyson’s face tattoo
- ESPN anchor catchphrases
- Richard Simmons’ short-shorts and tank-top
- Bret Michaels’ bandana and cowboy hat
These are visual or aural cues that help people recognize this person when they walk into a room or see them on TV.
In branding, these can be critical, since you are trying to define a person, product or company in an effort to increase recognition, awareness and exposure. Of course, the ultimate goal is the cha-ching of a cash register, where people will watch the show, attend the event or make a purchase.
What are some of your favorite signature things? And how do you stand out in a crowd?
the government.
