Archive for the ‘First Person PR — Perspectives’ Category

SEO and Keywords – We Can Find You!

Wednesday, April 11th, 2018

You will find lots of different opinions and suggestions on SEO and which keywords to use to attract your target markets and achieve your goals. If you want to be discovered by the right consumers, here are just a few resources that will help in your SEO keyword research.

Here you go:

There’s more, including KWFinder, Keyword Tool, and SEMrush (whew?!).

Meet the Man Teaching Baby Boomers How to Turn Their Age into an Asset

Monday, January 29th, 2018

“While it’s not a pretty picture for most older workers in the corporate job market, we’ve shown hundreds of boomers how to turn their age from a disadvantage to an asset when running their own businesses,” notes Jeff Williams, CEO of Chicago-based Bizstarters.com, a coaching company that helps boomers start their own businesses. jeff@bizstarters.com

2018 marks Bizstarters’ 30th year guiding boomers find rewarding entrepreneurial opportunities that reflect their experience and preferred lifestyles. “We show our clients that even though corporations may not hire you after 50, they’ll sure buy from you. And so will a wide variety of consumers.”

Jeff Williams’ long-held love of teaching and training, primarily as an unpaid volunteer, led him to conceptualize his first business – a walk-in entrepreneurial training center, located in suburban Chicago. He launched the business right in the middle of the 1990 recession, when a large local population of downsized corporate managers presented an attractive group of entrepreneurial prospects.

In 1999, using the power of the newly established World Wide Web, Williams enlarged his business footprint internationally by launching a new online company, using the company’s current name of Bizstarters.com.

Following an eighteen-year career as an MBA-trained corporate marketing executive, Williams worked at entrepreneurial training centers, taught college courses in writing business plans, and worked with the Private Industry Council, a nonprofit organization that operated employment, education and training programs. The entrepreneurial training program Williams led for the job training agency won a national award for program excellence in 1992 and funding from the U.S. Department of Labor was renewed for seven straight years.

By the time Williams was in his late thirties, he realized from speaking to his friends, college buddies and corporate colleagues that boomers were developing a  perspective on retirement that was very different from that of their parents; Today, many boomers don’t see retiring anywhere near the traditional retirement age. They find that with their skills, experience and talent, they can often replace corporate work with entrepreneurial work. “While it can take more time and effort to grow your income from running your own business compared to a job, I will always trust a group of satisfied customers to stay more loyal to me than any corporate boss I ever had,” Williams emphasizes.

“Our clients have launched a wide variety of businesses, from designing and selling custom jewelry to consulting on health and safety issues with Fortune 500 manufacturers to selling vintage drum sets to serious collectors around the world. There is a demand for almost any type of work skill, life interest or long-enjoyed hobby in the entrepreneurial marketplace today.”

Bizstarters helps boomers launch their entrepreneurial ventures through the company’s Virtual Incubator™ business startup coaching program whose mantra is ‘Do What You Do Best. We’ll Do the Rest.” It reflects a dual-track process, where a coach guides the boomer client through his or her essential marketing and selling decisions, while at the same time a support team executes all essential organizational tasks, ranging from website design to installing and using accounting software.

Williams notes “that the same corporations that don’t seem to want you on their payroll will gladly pay you top dollar for your talent and experience as a freelancer or consultant. Boomers certainly can turn their age into an asset.”

 

 

Public Relations Trends in 2018

Monday, January 1st, 2018

It’s January, the first month of the year when we often explore new professional opportunities. If you work in public relations you might be developing a PR plan for a client or yourself and would welcome more information.

Check these links for PR possibilities that you might not have considered.

► 20 Insightful PR and Marketing Predictions for 2018

https://www.swordandthescript.com/2017/12/pr-marketing-predictions-2018/

► 10 Bold PR and Marketing Predictions for the Year 2020

https://www.inc.com/steve-cody/10-pr-marketing-tips-for-the-year-2020.html

► 4 Key PR Trends to Watch in 2018

http://www.prnewsonline.com/prnewsblog/4-key-pr-trends-to-watch-in-2018/

► The most important media and PR trends for 2018

https://business.twitter.com/en/blog/most-important-media-PR-trends-2018.html

►Public Relations Today

https://www.publicrelationstoday.com/2018/trends/

► Ask the Experts: Predictions on the Top 10 Marketing Trends for 2018

https://www.brandwatch.com/blog/marketing-trends-for-2018/

Happy New Year.

 

Ready for a career change? Or, are you a new graduate or student looking for career options?

Tuesday, December 12th, 2017

“A person may have outgrown or be unhappy in his or her current job but doesn’t know how to find a rewarding new position. On the other hand, a student or new graduate may not understand his or her strengths, or potential opportunities and how to proceed,” notes Marilyn Fettner, President of Fettner Career and Life Counseling. www.fettnercounseling.com

When she first meets with a client, Fettner explains, “We discuss his/her goals and expectations. For example, an experienced person might ask ‘how do I deal with my manager or colleagues’ or ‘how can I qualify for another job or be considered for a promotion.’ From another perspective, a college student or new graduate may want help identifying and focusing on appropriate career possibilities.”

Career Change

There are several reasons people would want a career change. Fettner explains, “For example, a person may have outgrown his or her current job, may not be engaged in the work, or may be stuck in a rut and frustrated. As career counselors, we explore clients’ key interests, personality style, personal values, natural abilities, favorite skills, work-life balance, and workplace environment needs. We also discuss practical factors, such as, their desired commuting time, and budget, compensation, and benefits’ considerations.”

Marilyn Fettner is certified in several counseling areas and helps clients through understanding and applying the results of career tests, assessments, and exercises. Fettner guides clients to explore careers that correspond to their dreams, and then coaches them in developing a practical marketing and job-search plan. “I work with clients to help them identify targeted employers, develop resumes and LinkedIn profiles, explore networking opportunities, conduct interview practice, and get organized to land a new job.”

High School or College Graduates

“When you choose a major, you can benefit from clarification regarding the reality of daily work in careers related to your selected major,” Fettner notes. “Information interviews and job shadowing are very important to help people understand the reality of working in a particular job, and deciding whether or not it’s a good fit for them. I help students and new graduates in the process of finding organizations in relevant fields and reaching out to schedule informational interviews,” says Fettner.

Fettner suggests an important resource to explore careers and clarify career focus: “O*net Online (onetonline.org) is a database for occupations, and includes information such as earnings, projected hiring, and most everything you would want to know about an occupation. Its database describes almost 1,000 occupations covering the U.S. economy. It offers occupation-specific descriptions, and includes groups of similar occupations, along with the skills, tools and software that are needed in the occupations. The O*net Online database also includes information to help people find occupation-related training and jobs. “You’ll learn more about salaries, hiring projections, job growth, and advanced degrees you might need for a career,” says Fettner.

Fettner also helps graduates, as well as career changers, identify professional associations that focus on different industries and professions to help them gain knowledge about careers of interest and make strategic networking contacts.  Additionally, she works with clients on resumes, interviewing practice, as well as challenges they may face in new professional careers.

I feel passionately about helping you achieve satisfaction in your professional and personal life.  With experience in career counseling including assessments, resume writing, executive coaching, and job search, I also bring expertise in life coaching/counseling to help you navigate challenges in both your personal and working life. I offer compassion and empathy, as well as actionable strategies to help you make meaningful positive change. 

 

Holidays…Time to Job Hunt?!

Monday, November 20th, 2017

You probably want to relax and enjoy the holidays, but November through January are considered optimal job hunting months. You’re networking at holiday events, your boss may be more relaxed and open to “promotional” conversations, and many companies are trying to fill positions during this time.

If, while focusing on the holidays, you wouldn’t mind fine-tuning and improving your job hunting strategies and skills, then you might want to read Guerrilla Marketing for Job Hunters 3.0 – How to Stand Out from the Crowd and Tap into the Hidden Job Market Using Social Media and 999 Other Tactics Today. The book is co-authored by Jay Conrad Levinson and David E. Perry.

The book introduces you to the “secrets of getting hired.”

“The #1 Secret to Getting Hired. Create an awesome plan – clear and detailed in every way – and follow it.”

“The #2 Secret to Getting Hired.” Levinson and Perry suggest you show an employer that you are worth much more to them (value) than you cost (salary and benefits). As a Guerrilla job hunter you are going to learn how to package and promote yourself as a blue-chip stock – to appear like money in the bank to an employer,” an achievable goal with a Guerrilla Plan.

Guerrilla Marketing for Job Hunters, 3.0 explains how to:

  • Build your personal brand and make employers call you.
  • Develop a productive attitude and avoid typical job hunter mistakes.
  • Build a strategy that helps you crack the hidden job market.
  • Develop a competitive edge through research.
  • Create cover letters and resumes that will be read, not tossed.
  • Discover networking that works.
  • Learn how to really use LinkedIn, social media and social networking.
  • Break through and meet the people you want to meet.
  • Learn from ordinary people whose plans resulted in extraordinary results.
  • Understand what to do and say before, during and after an interview.
  • Negotiate with confidence.

You will find even more how-to’s, as well as invaluable resources that you can use now or as New Year’s resolutions.

Happy Holidays!

Are You Ready to Interview Someone for Your Article or Book?

Sunday, October 15th, 2017

Interviewing people when you’re writing an article or a book can be very rewarding for you and the person you interview…if you know how to do it.

Before you contact an expert or someone with significant experience in your subject, do as much research about the field and the interviewee as you can. Think of questions you will ask, knowing that you will have more as the interview progresses. The person you interview will also want to know that you’re professional, objective and trustworthy.

Here are a few of the many resources that explain the steps for effective and successful interviews.

Think of all the interviews you have read and appreciated. Knowing how to effectively interview someone for an article, book, case study, or report can lead to new perspectives and opportunities.

 

Networking – Rewarding When You Know What to Do and What Not to Do

Wednesday, September 27th, 2017

Business networking has been with us forever. While the venues and opportunities grow and change, we learn more about ourselves and how to develop mutually rewarding relationships. Contacts can emerge through referrals and introductions whether face-to-face at meetings and events, or via phone, email, social media, or networking websites.

Here are some resources that will help you achieve rewarding networking results.

10 Tips for Successful Business Networking

 https://www.businessknowhow.com/tips/networking.htm

5 Things You MUST Do During Networking Events

 https://www.workitdaily.com/networking-events-things-must-do/

12 Things Not To Do When Networking

 http://www.careertoolbelt.com/12-things-not-to-do-when-networking/

60+ Social Networking Sites You Need to Know About in 2017

https://makeawebsitehub.com/social-media-sites/

Many books discuss the business networking process. One of them is Guerrilla Marketing in 30 Days, 3rd Edition, by Jay Conrad Levinson and Al Lautenslager. Among their many resources and suggestions is to develop “Networking Goals.”

  • Meet 10 new people.
  • Receive eight business cards.
  • Note something of interest on each card.
  • Write a follow-up note to five of these people (or all).
  • Call and set up an appointment after writing to three contacts.
  • Continue the relationship with two of these.

“Notice that nowhere did I mention a goal for how many business cards to pass around. If you attend two networking events a month, you will add four or more people to your network with which you will have ongoing, continual relationships.”

The book also offers encouraging and helpful “Ongoing Networking Tips and Techniques” and “Action Steps.”

Here’s to your networking success.

Sally Chapralis

Time for a “Brand” New You?

Monday, September 11th, 2017

Your brand evolves over time, reflecting a personal and professional commitment to your goals, beliefs and the expectations of others. Your brand is what we (consumers, employers, colleagues, friends, and family) trust you for.

Each of us has a personal brand – characteristics and experience we offer. Many, many articles and books discuss personal branding and the importance of authenticity and trust. Here are some resources that offer insights and advice that will help you establish a successful brand.

► Your Personal Brand Needs a Growth Strategy, Entrepreneur Magazine

www.entrepreneur.com/article/242504

► Clients Want Authenticity – Your brand needs to reflect the real you

www.healyourgrid.com/clients-want-authenticity-your-brand-needs-to-reflect-the-real-you/

► How To: Build Your Personal Brand on YouTube

http://mashable.com/2009/11/04/youtube-personal-brand/#ZvFxBvFeK5qc

► 4 Examples of Brand Strategy Driving Organizational Success

http://www.setteradvertising.com/4-examples-of-brand-strategy-driving-organizational-success/

► Brand New You & 1st Person PR

www.sallychapralis.com/blog/?p=336

► Why is Branding Important?

https://strategynewmedia.com/why-is-branding-important/

Best wishes to you and your branding success!

Getting Ready to Negotiate with Others? Start by Negotiating with Yourself

Friday, August 4th, 2017

Whether we are negotiating with managers, parents, colleagues or friends to find a mutually rewarding agreement or relationship “…the biggest obstacle is actually ourselves – our natural tendency to react in ways that do not serve our true interests….But this obstacle can also become our biggest opportunity.”

In his book, Getting to Yes with Yourself and Other Worthy Opponents, author William Ury explains “that if we learn to understand ourselves first, we lay the groundwork for understanding and influencing others.”  http://www.williamury.com/

Ury introduces “Six Challenging Steps” that may at times seem like common sense…common sense that is uncommonly applied.” Ury’s experience includes 3 ½ decades of working as a mediator with people and organizations from all walks of life. The Six Challenging Steps offer specific, in-depth information on how to negotiate with yourself (“Inner Yes Method”) and how this approach will lead to rewarding outcomes for yourself and the “other side.” Here’s an introduction, and there’s a detailed chapter on each in his book.

“1. Put Yourself in Your Shoes — From Self-Judgement to Self-Understanding.  “Understand your worthiest opponent, yourself.  Don’t prematurely judge yourself. Listen to and explore your underlying needs, which will influence your negotiation strategy.

“2. Develop Your Inner BATNA — From Blame to Self-Responsibility.  “Almost all of us find it difficult not to blame others with whom we come into conflict. The challenge is to do the opposite and to take responsibility for your life and relationships. More specifically, it is to develop your inner BATNA (Best Alternative To a Negotiated Agreement), to make a commitment to yourself to take care of your needs independently of what the other does or does not do.”

“3. Reframe Your Picture — From Unfriendly to Friendly.  “The challenge is to change how you see your life, creating your own independent and sufficient source of contentment. It is to see life as being on your side even when it seems unfriendly.”

“4. Stay in the Zone — From Resistance to Acceptance.  “The challenge is to stay in the present moment, the only place where you have the power to experience true satisfaction as well as to change the situation for the better.”

“5. Respect Them Even If — From Exclusion to Inclusion.  “It is tempting to meet rejection with rejection, personal attack with personal attack, exclusion with exclusion. The challenge is to surprise others with respect and inclusion even if they are difficult.”

“6. Give and Receive — From Win-Lose to Win-Win-Win. It is all too easy, especially when resources seem scarce, to fall into the win-lose trap and to focus on meeting only your needs. The final challenge is to change the game to a win-win approach by giving first instead of taking.”

Ury also discusses The Three Wins: A Win Within, A Win With Others, and A Win for the Whole. “As I have personally experienced,” Ury says, “getting to yes with yourself is not just the most challenging, but the most rewarding negotiation of all.”

 

 

Want to Connect with the Media?  Time for a Pitch Letter!

Monday, June 12th, 2017

Are you a  public relations pro or citizen journalist who wants to share a newsworthy subject with an editor or producer, the “gatekeeper” to your targeted audience? Then you should know how to approach them because they want to hear from you.

The following pitch letter resources include pointers, samples and a quirky pitch letter.

How to Pitch the Media

Pitch letters target a specific publication or media outlet (local newspaper, radio or TV station), explains David Meerman Scott, author of The New Rules of Marketing & PR, latest  5th Edition.

In his book, Scott elaborates on these “How to Pitch the Media” bullets.

  • “Target one reporter at a time.
  • Use the tip line if the media outlet you are targeting has one.
  • Help the journalist understand the big picture.
  • Keep it simple.
  • Try newsjacking! (use current events as hooks)
  • Explain how customers use your product or work with your organization.
  • Don’t send email attachments unless asked.
  • Follow up promptly with potential contacts.
  • Don’t forget, it’s a two-way street – journalists need you to pitch them.”

Scott also quotes a newspaper editor: “The single most effective thing people do is watch and read my stories and send me personalized, smart pitches for stories that I am actually likely to cover.”  In other words, your pitch should reflect your familiarity with the medium and reporter.

Learn how to effectively connect with your target audience through pitch letters “social media, online video, mobile applications, blogs, news releases & viral marketing to reach buyers directly” in The New Rules of Marketing & PR.

Pitching Media – Samples

“Sample Magazine Query or Pitch Letter”  https://www.thebalance.com/sample-magazine-query-or-pitch-letter-1360426

“The Pitch Letter”  http://www.sandralamb.com/writing-grammar/the-pitch-letter

Quirky Pitch Letter http://www.sallychapralis.com/pr_letter4.htm See below.

Editor/Producer/Contact
Medium/Beat

Dear (name of editor),

The shoes you wear take you to work, to the ball game, to the mall, to school, on a hike, or stepping out for a special event. If the shoes you wear are perfect for the occasion – comfortable as well as stylish – they help you feel more confident anywhere you go.

Into Shoes knows about the shoes you wear. Celebrating its 50th anniversary, the downtown Somerset shoe store has fitted scores of women and men with shoes that take them everywhere. As one of the relatively few independent retailers, Into Shoes serves the young and older, liberal and conservative and all those walking spirits who want comfort, quality and style.

As part of its celebration, Into Shoes will donate two percent of its anniversary month’s sales to the Somerset Child Care Center and the Somerset Social Services Agency.

When Into Shoes initially opened, it focused on a few brands of comfortable shoes. It now offers more than 50 brands of women and men’s shoes from many international designers, attracting local customers as well as those from miles away who appreciate the eclectic variety, comfort, quality and style.

We think (name of medium) your followers will be interested in a sole-searching feature on shoes. We, of course, will be delighted to step into it, offering our 50-year perspective.

We look forward to talking to and walking with you.

Sincerely,

Bob Grant
Owner

###

Visit Sally Chapralis & Associates, Business Communications & Public Relations, www.sallychapralis.com