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!

Have you benefited from mentoring or wish you could?

Organizations and individuals understand that mentoring is even more important in today’s challenging times. They also realize that “the mentee is no longer a passive receiver but an active learner, and the mentor is no longer an authority figure but a facilitator of learning,” Lois J. Zachary explains in the new edition of The Mentor’s Guide – Facilitating Effective Learning Relationships.

“Organizational mentoring programs help develop workplace talent, nurture commitment and trust, address diversity and inclusion issues, and are valuable recruiting retention tools,” Zachary says. Mentors offer experience, capabilities and confidence. In developing their goals, mentees ask for what they need, sometimes challenging their mentors’ perspectives. In other words, mentoring involves reciprocity, and “it’s no longer the mentee sitting at the feet of the mentor.”

Mentoring in Changing Times

Zachary introduces today’s realities for mentee and mentor when discussing Context. The Context of Difference explains how cultural, intergenerational, identity (sexual, gender and race), and power issues affect mentoring. Understanding and working through these differences helps the mentoring relationship succeed. The Context of Connection addresses the “spaces and places in which mentoring partners convene, connect, communicate, and learn” in new and unexpected ways.

Today, Zachary reminds us, “the mentor is not always the older partner in the relationship, and the relationship can be informal or formal, face-to-face, from a distance or virtual,” one-on-one or as a group opportunity. Regardless of the approach, you’ll appreciate the perspectives that emerge.

Mentoring Across Silos

For example, as organizations become more efficient and work to engage all of their employees in common goals, they face the fact that “knowledge is distributed unevenly throughout most organizations. Some information is known by some people. Other information is known in pockets,” Zachary says. “Knowledge silos contribute to lack of alignment and make it difficult for leaders to be effective.

“After a company I worked with created a cross-functional mentoring program for new leaders,” Zachary says, “the entire culture shifted. Previously, mentees had no idea what they didn’t know about other divisions. Their work world revolved around their silo. The knowledge sharing that occurred through mentoring created new networks throughout the company and allowed them to align their efforts more strategically.”

Mentoring for Success

The Mentor’s Guide helps mentors and mentees prepare for the relationship, negotiate, enable growth, overcome obstacles, and “come to closure…looking back and moving forward.” The book’s engaging exercises, real life examples of successful and disappointing mentoring, and a variety of tables and resources take you through the process.

“Leaders everywhere are facing challenges in dealing with generational differences in today’s workforce,” Zachary says. “Boomers, Gen Xers, and Gen Yers or Millennials act and operate from different assumptions. Knowing how to leverage their diverse talents produces results that truly matter.”

If you or your organization wants to meet today’s challenges through a successful mentoring program, you will find more information at Leadership Development Services, http://www.leadservs.com/.

In The Mentor’s Guide’s preface, Lois J. Zachary recalls “an old African proverb that says, ‘If you want to travel fast, travel alone; if you want to travel far, travel together.’ At its core, that is what mentoring is: traveling far, together, in a relationship of mutual learning.”

Interviews engage us in several forms: looking for new jobs through networking and interviewing; tuning into media interviews with experts or celebrities; or conversing with family and friends…learning more about the people we think we know.

We are continually involved in the interview process – formal interviews or informal conversations – whether we are interviewers or interviewees. Some are private, one-on-one experiences, and some are out there for all to observe…reflecting our first person PR.

As part of media relations, PR pros pursue interviews between their clients or bosses and journalists from diverse media. More and more regular folk are also developing their own PR through a variety of citizen journalism activities and connections. Interviews are one of the ways they increase awareness of their products, services and interests.

If a journalist contacts you as a result of your media outreach, are you ready for prime time?

Research and Background Information

Before making a pitch on behalf of your boss or yourself, research the media. Look for reporters, columnists or anchors in magazines, newspapers, online sites, radio or TV shows that cover your “beat” or subject. Get ready to explain why their audiences would welcome your expertise and perspective. Will it address a national issue or trend, does it provide a local news hook, is it something readers should know about but do not, or is it of ongoing interest to that specific audience?

Then prepare background information on your organization and the subject you’re pitching. This could include a Backgrounder, FAQ, Bio of Expert, relevant video/audio resources and links, infographics, or photography. The media contact will decide what is needed for the interview and feature.

Request for Interview – Yes or No?

What if a reporter calls you before you have had the time to research, prepare background information and initiate a conversation? Thrilled as you might be with the recognition and invitation, you had better ask some questions before you agree. “Thank you so much for calling, but I want to make sure that I’m a good source for you.”  Then clarify why the journalist contacted you and what information is needed.

If you decide that you’re not the most qualified person for this interview, try to refer the reporter to someone else who is more appropriate. You can even follow up with a very brief email clarifying your background/expertise for future reference and other subjects.

Ready for the Interview

Numerous resources offer tips on successfully handling media interviews. For example:

• Media Interviews – Do’s & Don’ts, by Barbara K. Mednick —  http://www.site-booster.com/blog/2011/02/media-interview-do%E2%80%99s-don%E2%80%99ts/
• 6 tips for taking control in media interviews, by Joanna L. Krotz — http://www.microsoft.com/business/en-us/resources/management/leadership-training/6-tips-for-taking-control-in-media-interviews.aspx?fbid=1-aC3gWNXYY
• Tips for Broadcast Interviews, by Kerry McDuling — http://www.entrepreneurs-journey.com/4031/how-to-get-free-publicity-on-tv-and-radio/

In the book, Public Relations Writing and Media Techniques, author Dennis L. Wilcox offers dozens of insights and tips on handling media interviews and working with journalists. Wilcox also explains how to find and make news, write for every medium, distribute news to the media, use direct mail and advertising, and how to plan strategic campaigns.

If a journalist contacts you as a result of your media outreach, you will be ready for a prime time interview! Just don’t say “no comment.”

When you are writing or speaking, casually or professionally, others are tuning in. If they tune out, it could be your grammar.

Grammar refers to the content and structure of our communication, including proper use of words, sentence structure, spelling, punctuation and other syntax issues.

“When we’re conversing, we’re more relaxed,” says Jane Ranshaw, communications consultant.  “So our actual spoken words might only account for 10 percent of the impression we leave, while body language, tone and interaction could account for 90 percent. When we write something, however, all we have are the words, and they carry the weight of our whole message.”

As president of Jane Ranshaw & Associates, Jane offers business writing services “that will get you results.” Her on-site seminars, webinars and personal coaching subjects range from grammar to advanced principles of influence.

Speaking of grammar, Jane suggests we consider our reactions to someone else’s grammatical errors. “You might think the person doesn’t care that much or isn’t that knowledgeable. Furthermore, if you are turned off by someone’s poor grammar, you may not understand the point of the communication. What effect does that have on your relationships and goals?”

Snap decisions based on grammar might seem unfair or even superficial, but there are times when we all make quick judgments about others based on many factors including the way they speak and write. Yes, it’s true that everyone makes mistakes. But, if we want to establish common ground, then we should be more attentive to our grammar.

As Jane reminds us, our goal should be clear and effective communication. Grammatical errors can obscure our basic messages and leave the listener or reader wondering about our capabilities. This means we could lose job opportunities, future business or potential friendships.

The most common grammatical errors include:

• Subject/verb agreement
• Parallel construction
• Contractions and possessives
• Misused or missing apostrophes
• Dangling participles
• Disagreeable pronouns
• Active vs. passive sentences
• Run-on sentences
• And quite a few other errors leading to confusion

Are you getting ready to write a business letter, email message, report, proposal, bulleted presentation, or something else to communicate your messages and achieve you goals?  Check your grammar – tune in before they tune out – before delivery: http://janeranshawassociatesinc.vpweb.com/default.html

“I wasn’t the class clown, but I was always a naturally funny kid who loved comedy,” says Peter Lipsey, stand-up comedian.

Little did Peter know that he would turn his funny bent into a paying gig that makes audiences laugh.

After receiving his college degree in journalism in the mid-1980s, focusing on radio and TV, Peter held writing positions at radio stations, magazines and an advertising agency. “It wasn’t until I worked part-time as a bartender at a club that held ‘open mic’ competitions that I decided to try stand-up.” The first time Peter took the stage with the “I can do that” spirit, he went 15 minutes over the time limit not knowing that the flashing red light was telling him to get off the stage.

His part-time, stand-up experience progressed from three-minute to 15-minute gigs, and Peter decided to hit the road full time – first as an Opener, then moving up to Middle man, and ultimately, Headliner. “It’s rewarding when you make people laugh and possibly make them feel better. I truly love writing jokes, telling them, and having the audience laugh.”

After four years of full time funny business, Peter married and began having children. “I became a Realtor and returned to doing comedy part time.” (One would imagine that, in today’s real estate market, having a sense of humor helps?!)

With 17 years of experience under his belt, Peter has found his audience. His delivery “comes right out of the old school: premise, setup and punch line. If you get it–great. If not–sorry they canceled Hee-Haw!”

Peter’s experience includes clubs, private get-togethers in living rooms, and corporations, and he does his best to tailor it to an audience. For example, “before I do a corporate gig, I learn more about the industry and the company, so the humor really rings true and they appreciate it.”

He and his writing partners have completed three screenplays and are finishing up a fourth. “We are listening to all offers!”

“Humor has always been part of my psyche, and through the years I’ve done my time and never bailed out.”

Contact TheJokeWriter@comcast.net for more 1st Person PR perspectives. And, finally, did you hear the joke about the five year-old kid who answers the door with a lit cigar in one hand and…? If not, head to www.PeterLipsey.com for a chuckle.

You’re writing a book?! Whether you’re working with a traditional publisher or plan to self-publish, you will be involved with the book’s PR. You can, of course, hire a professional PR firm. However, if you do not have a pro budget or simply would like to try, you can successfully do it yourself.

Sandra Beckwith, a national award-winning publicist, author of two publicity books, and online course instructor for “Book Publicity 101: How to Build Book Buzz”, has helped many authors handle their own book PR with rewarding results. Sandra offers some important 1st Person PR insights for your next book, and you will find more at her site, BuildBookBuzz.

“Many authors start the public relations process three months before the book’s publication date or while they’re researching the book,” Sandra says. “Authors know the people they have written the book for and they have to identify the gatekeepers who reach their readers. As they connect with the media marketplace, authors are establishing their credibility and building relationships.”

Pre-publication homework includes checking targeted blogs, social media sites, mainstream and trade magazines and other relevant media. Some authors start working on virtual book tours.

“Time your PR efforts so people can buy your book immediately upon publication,” Sandra says. Don’t worry so much about book reviews and their potential to develop or increase sales. While book reviews are helpful, too many authors forget that there are other valuable things they can be doing to generate sales as well. Many books, she notes, won’t be reviewed even when they’re traditionally published.

However, your book can establish you as an expert resource and offer you many opportunities for recognition in all media.

As Sandra explains on her site, “I learned about this the hard way. My publisher didn’t have the staff to take advantage of the publicity potential of my first book, Why Can’t A Man Be More Like A Woman?, so I launched my own on-going campaign and eventually sold out the book.

“I appeared on several national TV talk shows – I even gave holiday shopping advice to actor George Segal (TV’s “Just Shoot Me”) and supervised a Stupid Men Tricks race on “Crook & Chase” on The Nashville Network. I was interviewed by more than 100 radio stations, newspapers and magazines and generated several paid media spokesperson assignments that got my book priceless exposure on the CBS Early Show, in The New York Times, and other key media outlets coast-to-coast.”

You have comparable potential. Depending upon the subject of your book, numerous possibilities for promotion, PR and sales are waiting for you, including virtual book tours, podcasts, guest posts, public speaking, contests, quizzes, surveys, tip sheets, Q&As, news releases, targeted letters to the media, and the book’s website.

Sandra cautions, however, that while there are so many things you can do, the PR process can be overwhelming and you may not know where to begin. “Start with one thing and master it. And, if you are not comfortable with a particular medium or tactic even after giving it your best, then move on to other promotional possibilities and focus on what works for you.” As you publicize your book, “ideas for another book may emerge and you will now have a shorter learning curve.”

Ready for 1st Person PR for your book? Read more at www.buildbookbuzz.com

You may be an expert on a subject or would like to become one. Whether it’s your personal inclination or someone else’s suggestion, are you ready to write a book?

Jim, Ann and Tom Kepler own Adams Press, a 69-year-old producer of books for small presses and independent authors. Jim is regularly invited to discuss book possibilities with potential authors. His presentation, “You Ought To Write A Book!”, explains how to “Start with a box. End with a book.”  We’ll get to that, but first…

“Most people realize that writing a book is a major time investment,” Jim notes. “If the writing process goes on for too long, the subject can change as new information emerges. This could inspire you or diminish your interest and motivation.”  You must, of course, “consider your writing skills and ability to keep readers engaged to the end because even with nonfiction, you’re still writing a story.”

If you’re confident about the writing process but not sure if you want to take the next step, “you might start by writing an article or launching a blog on your subject,” Jim says. “You’ll see, as you go along, if there’s enough information or potential for a book and whether you remain motivated. If you decide to proceed, you’ll have starting material and a better sense of your focus and market.”

Jim’s 10 steps will help you decide if there’s a book in you:  

“1. Gather information from previously written articles, pick-ups from magazines and newspapers, books, TV, online searches, illustrations—everything you can find.. Freely use photocopies, interviews, and reference sources—anything even vaguely relevant. Throw it all into a cardboard box.

2. Dump everything you’ve accumulated after two or three months or more onto a table and begin sorting it into piles based upon relationships and coherence.

3. Organize individual piles. Look for continuity and holes in logic and development. Gather additional information.

4. Give each pile a title, label the pockets of an accordion with the titles, and stuff each pile of information items into related pockets. These will become your chapters. Begin jotting down major and supporting points and stick each list into the appropriate pocket. Look for bridges and roadblocks. Continue to gather information as it be-comes available.

5. Empty each pocket one by one and winnow the contents, setting aside extraneous or questionable items for later use if needed and adding more information when important content is missing. Refine your notes, look for connections, and begin adding transitions. Ask “What have I missed?”

6. Develop one- to two-page outlines or treatments for each chapter. Don’t say it. Say what you’re going to say.

7. Write an eight- to 12-page overview of what the book will become based upon the content of each chapter treatment.

 8. Begin writing a first draft of one or two chapters by adding narrative, examples, background, transitions, and sidebars.

9. Stop writing at this point if you’re seeking a traditional royalty publisher and use what you have to construct a proposal to submit to an editor or agent.

10. Continue developing first drafts of all chapters if you intend to self-publish. Add front and back matter. Edit and fact check. Engage a trusted professional book editor. Make suggested revisions. Write final draft. Re-edit and proof read. Proceed to production.”

If you’re thinking about writing a book, you will find more information at www.adamspress.com.