As she job hunts, Louise Burton offers potential employers solid experience in writing and communications. What is also proving to be an invaluable asset is her musician’s ear.

“In college I pursued both Music and Writing,” Louise explains. “I played the French horn and did perform professionally, but I realized that I prefer working behind the scenes rather than on stage in front of an audience.”  On the other hand, she discovered that her music background – knowing how to listen – is also an asset when writing.  

“When I’m interviewing someone for an article or researching an assignment,” Louise says, “being a good listener and asking the questions that keep that person talking have held me in good stead. I have a good ear for different styles of writing because I appreciate different styles of music.”  She also enjoys “listening and picking up on phrases or words that reveal a person’s voice,” which also help when she’s on a job interview “because you can communicate more effectively by speaking their language.”

Louise asks about the skills and responsibilities of the potential job and is open to new possibilities. “This may not exactly be the job I dreamed of but it’s great in a different way that had not occurred to me.” She also asks about the organization’s culture: its values, mission, goals, and employee relations. “Being a musician has reinforced my team spirit as well as my ability to work independently.” 

Whether working on an assignment, interviewing for a new job, networking, or casually conversing with friends, we should ask relevant questions and tune into the answers.

This includes asking ourselves questions. What have we learned through job or volunteer experiences? Do we have a subject expertise or interests that we could pursue? Can we find a balance between our idealistic and realistic perspectives? During our last conversation or interview, did we listen enough to hear what the other person was saying…meaning, content, tone?

If we’re going to be effective in person-to-person and other communications, we need to listen. Active listening contributes to more meaningful dialog and, thus, stronger personal or professional relationships.

Listening is not always easy, given distractions, time restrictions, stresses and the context in which the conversation – spontaneous or planned – is occurring. However, whether we’re talking to a professional colleague, friend or family member, we want to be in the moment, trying to understand the other person’s perspective and goals.

It could be music to our ears…and maybe a new job.

P.S. Meet Louise at LinkedIn: http://www.linkedin.com/in/louiseburton2

Media distribution starts with a newsworthy and “attractive” press release.

“When clients give us a news release for media distribution, we encourage them to make sure the newsworthiness is up front, and the SEO keywords, engaging multimedia and links, and press release writing best practices are in place,” says Raschanda Hall, Global Media Manager, Business Wire Chicago. Prior to writing the release or assigning it to your in-house staff or PR agency, start by answering  these questions.

What is your timely, relevant, new news? Who is making the news (company, person?), who does the news affect or benefit, and why is this newsworthy to the journalist and your target audience?

For optimal local, national or global media coverage, Business Wire suggests:

• Headline should start with the most important, searchable keywords and not exceed 22 words.
• From the headline through subhead and first two paragraphs, use important keywords.
• Avoid “click here.” Instead, use anchor text links to attract search engines.
• Include videos and other multimedia possibilities with descriptive captions and file names.
• Remember your logo and brand I.D.

As you write your release and develop your media list “consider who is most likely to cover your subject or story – whether local, national or global,” Raschanda adds. Know your media, offer connections (individuals who have benefited, professional experts, celebrities), tie-ins to other news, relevant statistics, awareness of the media’s focus and audience and how it wants to be approached.

Depending upon the subject, news and target consumers, your media list can run from local to global.  “It will include tradtional media, social media, bloggers, wire services, RSS feeds, mobile apps and platforms, and other possibilities. Sometimes you have to edit your release for different recipients and media platforms.

“If we’re sending the release and accompanying information to recipients whose primary language is not English, translations are required, as well as adherence to disclosure and regulatory requirements for publicly held businesses or international corporations,” Raschanda explains. “For example, when we helped Oreo distribute its 100^th Anniversary news release, it went to multiple international, consuming markets.”

Now, post-release, it’s time to measure your efforts. Numerous resources help you – small business entrepreneur, nonprofit organization, national or international company – plan for optimal recognition and then determine the results of your media distribution.

As you measure it, remember that the media distribution process started with strategic thinking and a newsworthy, “attractive” press release.

For more information on identifying your publics and engaging the people in your life, check these resources:

Who Are Your Publics? Sally Chapralis, PR Tips
www.sallychapralis.com/pr_publics.htm

Media Relations and Your Publics, Blog post on First Person Public Relations
www.sallychapralis.com/blog/?p=181

Before we start branding our new ventures, products or services for public consumption, we should consider our personal brands. That is, what is our thinking process, what are our skills and comfort zones, how do we communicate and is it effective, and what are our goals?

Andy Green’s book, Effective Personal Communication Skills for Public Relations, addresses these starting points and discusses the individual and company perspectives of communicating, networking, branding and creating on-target messages.

Brands should reflect our trustworthiness, values, beliefs, attitude, integrity, and other critical qualities. Our brand is also affected by our skills, resources, and assumed knowledge: do we always understand what we do not know?

For example, one of my clients worked directly with customers offering services in a specific field. After many years, the owner was ready to sell the successful company and retire. It was purchased by an extraordinarily experienced executive and owner of several other companies that sold products through stores in the same field. However, the new owner didn’t fully appreciate the importance of relationships in a service business. Because he did not effectively communicate with the company’s long-standing customers, they left. Since not enough new customers had signed on, the once successful business closed after a year of new ownership.

Other factors affect our personal brands and ongoing success, including our ability to…

• Establish common ground, the goal of communication.
• Be open and avoid preconceived and stereotypical notions, often incorrect.
• Engage in “active listening” when conversing and try not to be critical or impatient.
• Clarify our messages. Could they be misinterpreted?
• Check our jealousy. 

Jealousy in the work place has always been an issue…to some degree or another. It certainly is today, given the challenges of the past few years – the economy, tight budgets, new technology, a more competitive and insecure environment.  Jealousy can surface when we don’t feel appreciated by colleagues, when a co-worker is recognized, or when bosses seem to favor others over us. Office politics or lack of teamwork in our department or between departments can also trigger someone’s jealous streak.

Sometimes we feel jealous or resentful of someone who seems to have advantages or resources we don’t feel we have, or successes we wish we did. But then, it’s time to step back and evaluate the reality of the situation. Did we jump to incorrect conclusions?

Jealousy undermines our potential and opportunities. So, don’t compare yourself to others unless it’s something positive about their attitudes. Ask yourself why you’re jealous or feel threatened, and is the object of your jealousy really the issue? Identify and build on your strengths.

We’re always growing and learning, and we hope you will share your suggestions for branding a new you and 1^st Person PR.

“PR pros use both traditional and social media tools in their media relations activities,” says Merton Silbar, who established Silbar PR, a media relations and communications agency, over 40 years ago (http://www.silbarpr.com/). “We’re constantly evolving to create ongoing awareness and long lasting experiences for our publics and consumers.”

Media relations is one dimension of a public relations program and other marketing communications activities. “Social media, of course, offers immediate connection with your current and potential customers.” Mert notes. “But, if you know how to reach journalists – TV, radio, print or online – traditional media can offer longer term rewards.” And, as everyone knows, social media specialists follow and pick up on traditional media.

“PR professionals can seldom, if ever, maintain a client for very long solely by using social media. Before the advent of the internet, PR successes were measured almost exclusively by media exposure generated,” Silbar notes. “Today, this cannot suffice. It must be a combination of media exposure and then maximizing that awareness via social media for a coordinated and successful PR program for your client or company.”

Here’s one of Mert’s and Silbar’s many examples.

In 1993, Jim Gibbons, a 25-year investigative reporter for ABC-TV, succumbed to leukemia. Mert suggested to its nonprofit client, the Leukemia Research Foundation, that it approach the station and suggest a fundraising event to honor Gibbons. The result: 19 years later, the “Jim Gibbons 5K Run/Walk” annually attracts almost 2,000 participants and has raised millions of dollars for leukemia research and services. This includes over 200, 30 to 60-second free TV public service messages on Chicago’s top rated news station each year in support of the fundraiser. “What began solely from a newspaper obituary and media report,” Mert explains, “today encompasses extensive social media to expand the reach for the nonprofit and the TV outlet. The memory of Jim Gibbons lives on.”

Many people prefer social media to traditional media because it’s direct and seems easier to achieve. They’re also not sure how to approach journalists with the newsworthiness that reporters and editors seek.

To reach media pros (“gatekeepers” to your publics and consumers), “you have to stay on top of the news, know each medium’s approach and audience, and tie your organization in with current events,” Mert says. Your goal is to build relationships with journalists because traditional media offers unique credibility, broad reach, status, longer term awareness and social media recognition.

As another example: When Silbar PR was informed by client Midtown Athletic Club that the father of tennis star Andre Agassi would be appearing there, the agency visualized the potential PR opportunities. “Mike Agassi had designed the most complex and sophisticated tennis ball machine of its era, built for his then 8-year-old son, Andre” Mert explains. “When he was 12 years old, Andre won his very first national tournament and gold ball at the Midtown Tennis Club,” the agency’s client. Silbar PR hosted an event and successfully pitched traditional and social media with its newsworthiness.

When you’re approaching the media – via personalized “pitch” letter or an SEO attractive news release – be ready to discuss the relevancy and timeliness of your news and why the journalist’s audience will be interested.

“Last year,” Mert says, “we suggested to client, Grand Foods of Winnetka, that they link up and celebrate locally the international news event: the Royal Wedding in England. One of Grand’s specialties is wedding cakes, so Grand created some English wedding cake look-alikes, and customers enjoyed the delicious experience and ‘Royal’ connection. We used social media, YouTube, and other traditional media to engage consumers.”  

“You have to think creatively, stay on top of the news, and use all of the available tools, traditional and social. The best PR is not here today and gone tomorrow, but still here tomorrow.”

“My life is online,” 80 year-old Hal Higdon notes, as he writes and sells books, runs, coaches marathoners, and connects with his social media followers. “I try to stay ahead of breaking waves.”

Good times or changing times, Hal successfully stays on track.

After graduation from college with a major in art, Hal pursued cartooning. He also started running in his 20s, entering his first (Boston) marathon when he was 28 years old. He has since participated in the Olympic Trials eight times, and he “ran in 111 marathons.”

The rewards of running encouraged Hal to write about it, and as he did, he realized that he would professionally focus on writing, not art. Hal has contributed to Runner’s World longer than any other writer, starting with the second issue in 1966. He has written many other articles in national media, 36 books, a novel, a children’s book, and his best-selling Marathon: The Ultimate Training Guide, in its 4^th edition. Hal is also a well-known and universally respected marathon coach and trainer. You will find more about Hal’s accomplishments, books, and marathon training in person and online at www.halhigdon.com/.

Hal’s ongoing experiences and success offer insights when face challenging times at any age and stage.

“I know how to organize my time, which, as a writer, is often more important than talent,” Hal says. “I’ve also learned how to ‘read my audience,’ a skill that applies to every profession. “I focus on what’s important for me to do, and look for fresh ideas and opportunities I might not have considered. We all want to build a background of accomplishments and success.” Hal has always tried to anticipate and respond to trends, as he did in the early 1990’s when he embraced the Internet.

Yes, Hal’s accomplishments, ability to switch gears and pro-active attitude are inspiring to many people. “But, I try to be self-motivated and self-inspired. I’m not retired, I continue to write, run, cycle, swim, and I’ve got an idea for a second novel.”

Whether working in public relations or working on our First Person PR, we start by asking questions.

The media is interested in the Five Ws:

• Who (company, individual) is making the news, and who does it affect?
• What is the new news or very timely story?
• Where is it happening?
• When did it or is it going to occur?
• Why did it happen, and why is it newsworthy or relevant?
• How did it happen?

Before approaching the media, however, consider other critical Ws:

►  Why does your company do what it does?
►  What’s your brand – your trust factor or reputation – not your logo?
►  What does your service or product mean to others (the experience)?
►  Who are your publics – past, current, target consumers, influencers?
(public = 3 or more individuals with something in common) 
► Where do your publics “hang out”?
►  What are your messages and benefits for each public?
►  Which specific media (traditional and social) could reach each public?
►  What would be your primary pitch/hooks for each medium? Or, identify five reasons that each medium should run a story based on its focus and audience?
►  What would be the goal of a survey… if you did one?
►  What would be the subject of your contest … if you did one?
►  How could you engage your publics in an offbeat or unique way?
►  What would be the focus of an FAQ?
►  Who/what would be the subject of a case study?
►  What would your Bio say?
►  Why did you get into the business you’re in?

Wait, there’s more.

In his book, Guerrilla P.R. 2.0, 2nd edition, Michael Levine offers many PR ideas and ways to approach the media and our publics. Before we do, however, Levine suggests that should we take a “self-inventory.” Here you go.

A G.P.R. Top-Ten Self-Inventory Questionnaire

1. What attributes of your product are distinct from those of your competitors? In other words, what do you have that people want?
2. Why should potential customers choose your product?
3. Precisely who constitutes your targeted market?
4. What makes you personally qualified to launch this product?
5. List five reasons why your product cannot fail?
6. List five reasons why, despite your best efforts, your product probably will fail?
7. What three traits do other people find most attractive about your personality?
8. What three personality flaws most often hamper your success with others?
9. Complete the following sentence: “I am at my best when I ………………”
10. On a 1—10 scale, rate your abilities on the phone, on paper, and face-to-face (1 equals “Complete Dweeb,” 5 equals “Not So Bad,” and 10 equals “I Should Have My Own Talk Show.”)

Ready for prime time?

Great times or changing times, it’s always time to remember our potential. As we head into a new year, we usually make resolutions for self-improvement and empowerment. Or, we use Leap Year as an inspiration, an approach I’ve taken.

On February 29, 1984, I started Sally Chapralis & Associates, focusing on business communications and public relations. Leap Year day did prompt my personal motivation, although as we head into 2012, this could be my 8^th or 28^th anniversary year…depending on your point of view.

The leap has been rewarding. My prior professional experience working for other organizations proved critical and beneficial, but I still had to learn how to be self-employed and entrepreneurial.

As you know, these past few years have certainly been challenging for all of us: recession, economic uncertainty, new, constantly changing technologies and devices, social media, “clouds,” networking sites, streaming and trending, and so much more.

On the other hand, while blogs, webinars or e-books are relatively new phenomena, they still require classic skills – messages, branding, writing, content and design – that engage your recipients.

In a few days, we will step into Leap Year 2012, continue in the Age of Aquarius, and face the Year of the Dragon. Great times or changing times, here are two previous blog posts with a new twist – well, sort of new – on 1^st Person PR.

Elizabeth Hanes won the 2010 Online Journalism Award for “Best Online Commentary/Blogger” for her account of her father’s decline and death from dementia. As an advocate for family caregivers, Elizabeth believes self-care starts with great nutrition. As she explains on her blog, Nourish the Caregiver, Beth combined her two passions, caregiving and food.

We bloggers blog for many reasons. It took several blog experiments for Beth – Registered Nurse, writer and food lover – to focus on her passion: self-care for family caregivers.

Other bloggers take the leap (2012 is Leap Year?!) to…

• Share personal and professional interests
• Build business brands
• Keep websites fresh
• Promote business, increase SEO and lead generation
• Develop a positive reputation
• Establish organization or individual as trusted resource
• Engage others in ongoing dialog
• Create online profits
• Develop writing skills and personality, and
• They “felt like it” and even more reasons

Beth offers critical advice: “Before proceeding, establish your reason for blogging and develop a plan.” What is your subject, your expectations and goals, and how will you get there? You don’t have to blog every day, but you should blog regularly and frequently enough to develop credibility and a following.

Beth’s blogging and guest posts reinforce her passion and professional writing experience via her InkSlinger Communications. She and her husband live in Albuquerque, NM, caring for her elderly mother while, of course, all “enjoy a love of great food shared with family.”

We’ll discuss more about blogging, PR, and related issues in future 1st Person PR posts that you can contribute to. But, in the meantime, you can find Elizabeth Hanes at www.InkslingerCommunications.com and www.elizabethhanes.com/

Or, for delicious recipes and food for thought, visit Nourish the Caregiver at www.nourishthecaregiver.com  For insights about caregiving, visit The Cheerful Caregiver at http://cheerfulcaregiver.com  And…

Finally, there’s Beth’s latest blog post about the holiday season and caregivers, “It’s about presence, not presents” at  www.caring.com/blogs/the-cheerful-caregiver/its-about-presence-not-presents

Enjoy the holidays, take care, and feel free to share your comments about blogging.

“Can’t Find a Job? Try Fifty!” In his book, 50 Jobs in 50 States – One Man’s Journey of Discovery Across America, Daniel Seddiqui explains “how I turned rejection into opportunity and dreams into reality” in 50 weeks.

As a new college graduate who pursued every job opportunity he could find, Daniel slowly realized that “failing forty-plus job interviews was the best thing that had ever happened to me” because “I would never have started my journey if I had not failed at all those interviews…I learned not to fear failure, and that was my biggest success.”

His book describes the journey and jobs, each chosen because it reflected the economy or culture of the state. Daniel also explains what he learned through his experiences: perseverance – dealing with rejection; risk-taking – uncertainty; adaptability – engaging yourself/finding solutions; networking – more people, more opportunities; and endurance – active mind and body.

Even if it’s not your approach – and all you want is one job in one state – Daniel Seddiqui’s 50 Jobs in 50 States is an engaging book that offers encouraging insights and possibilities. Daniel and his journey have been featured in dozens of media features, and his book has received positive reviews.  Here’s a very small sample of his 1^st Person PR.

Daniel Seddiqui’s website: www.livingthemap.com

Videos:

http://www.fox43.com/news/wpmt-62209-50jobs50states,0,7777969.story

http://www.youtube.com/watch?v=jPdy617AlMg

http://abclocal.go.com/wls/story?section=resources/lifestyle_community&id=7997689

http://www.youtube.com/watch?v=pRbc-DvmoQc

Article in Failure magazine: http://failuremag.com/index.php/feature/article/50_jobs_in_50_states/

Here’s to your success!