The Pioneer Communicator -- December 2004

As the New Year approaches, I'd like to express my sincere thanks and appreciation for the opportunity to have worked with so many of you in 2004.  I look forward to working together with you in 2005!

Pioneer launching Small Business PR Seminars

Practical PR Strategies for Small Businesses

Pioneer Strategies will begin conducting small business Public Relations seminars in January of 2005. The seminars, entitled "Practical PR Strategies for Small Businesses," will be conducted by Pioneer President Frank Williams.  

What will you gain from attending our seminar?

- Learn how your small business can benefit from an effective Public Relations effort;

- Gain an understanding of the principles behind an effective Public Relations campaign; and

- Learn practical, cost-effective Public Relations tactics and strategies that can help your small business.

Register today!  Our seminars will be interactive, and seating is limited.  Click here to register.

PR Principle:  Timing

The January 2004 edition of The Pioneer Communicator provided an overview of the Principles of Effective Public Relations.  These principles are the fundamentals; they are as important to your Public Relations effort as dribbling, passing, free throw shooting and defense are to a good basketball team.  In this issue, we will discuss the importance of timing.

Importance of Timing

When it comes to Public Relations, timing is key.  Proper timing (or lack thereof) can be the difference between positive news coverage and no coverage at all (or worse, negative coverage).  

We all remember the long, drawn-out, contentious aftermath of the 2000 Presidential election.  As you recall, that election was decided by a razor-thin margin in the state of Florida, and Florida's votes tipped the Electoral College to the winner.  During that time I was an active member of the Raleigh Jaycees.  Another of our members happened to be a Political Science professor who, unlike most of us, is well versed on the mechanics of the Electoral College.  We took advantage of this unique set of circumstances by sponsoring an Electoral College seminar.  As a result, the Jaycees received positive coverage in several local newspapers and obtained significant coverage on the Triangle's most prominent talk radio station.  

The fact that we obtained positive press coverage by organizing an Electoral College seminar was largely a function of timing.  If we had organized the same seminar one year earlier, we would've had a very empty room.  If we had waited until two months after the race was finally decided, people would have lost interest.  

Because the Electoral College was in the news and the final outcome of the election was yet to be resolved, people were already interested and paying attention.  The timing, combined with the fact that relatively few people understand the Electoral College, made the event a success.  We simply took advantage of circumstances, timing and the resources available to us. 

Getting Timing Right

Because timing is critical to effective to effective Public Relations, it is important to get it right the first time.  This requires forethought and planning to ensure that you anticipate situations before they happen.  Ask yourself the following questions:

- Which of your organization's upcoming events, activities, or achievements are newsworthy?  When should Public Relations efforts related to those activities, events or achievements begin?

- What potential crises could impact your organization?  How should you respond if those crises arise?  What will your organization say, and who will say it?

- Are there any issues or topics on which you or your organization are qualified to speak as an expert?  If so, develop statements on those topics and file them away in the event that those topics ever hit the news.

Timing is critical to your Public Relations effort, and advance planning is one of the keys to getting timing right the first time.  As 2004 comes to a close, spend some time developing your Public Relations strategies and plans for 2005.  If you need professional counsel with an objective point of view, please call our office at 919-833-4345.

Networking is for Everyone!

"I'm not in sales, so I don't need to network."

Many people hold the view that they have no need to network unless they are in a sales capacity; this perspective is flawed at best.  Today, I will outline why I believe networking is for everyone, regardless of your current vocation.

We have previously defined networking as making friends before you need them.  Within the context of business, professional networking is utilized to build strong, trust-based business relationships that stand the test of time.  However, networking is much, much more than a business tool.  

It is my belief that virtually all of life is about relationships, and that relationships are built on trust and credibility.  You establish trust and make real friends by being a friend worth having.  Simply put, the key to effective networking is to build a base of contacts by investing in those around you, expecting nothing in return.  

Consider the following scenarios:

- Someone you know is laid off from a job they've held for many years.  Their previous job was not a sales job, and it would appear that they have had no reason to network.  Within a matter of weeks this person secures a new job in a completely unrelated field.  When you ask how they did it, others say "Well, she knows everybody."  Simply put, this person took the time to be a friend and build genuine relationships, and those relationships paid dividends in an unexpected time of need.

- Your automobile starts having problems shortly after the warranty expires.  Because none of your friends are auto mechanics, you randomly choose a shop from the yellow pages.  Unfortunately, the repair work is not completed on time and the bill is much larger than you had anticipated.  You relay this unpleasant (and costly) experience to a co-worker, only to find out that his brother is a mechanic with a reputation for honesty and professionalism.  If only you had known this two weeks earlier...

My point is this:  networking is not just for salespeople, it's for everyone.  Networking is nothing more than making friends before you need them, and the best way to make friends is to be a friend.  If you invest in the lives (and businesses) of others, you will come to know and trust each other.  These are the kind of genuine relationships that pay off in the long term.

- Frank Williams

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