The Dump
By Alex Greenwood
Photo By Tiberiu Ana
I’ve written previously about “The Bump.” Put simply:
“Your interview is important, but it has been bumped by something more newsworthy.”
It happens. Roll with it. (Read the post for more on that.)
Interestingly, there’s something related to the bump that’s just as frustrating; I call it “The Dump.”
Let’s say you pitch a reporter on a story or interview. The reporter says “Yes, I like it,” then interviews you or your client–or has you complete an email “interview.” Once complete, you wait.
And wait.
And wait. Weeks pass and no story appears online, in print or via broadcast.
Soon you realize that the story was either killed (the editor didn’t like it, a better story came up, too similar to a recent story, your interview/info wasn’t all that interesting, no room in the publication, etc.) or the reporter simply forgot about it and moved on.
Hence, “the Dump.”
Been there. Done that. It’s not a good feeling, and it’s even worse when the reporter doesn’t tell you they’ve elected to dump the story.
For example, I once invested a couple of hours on an email interview with a publication. Many weeks later, the interview remained unpublished. Beyond checking that my interview was received, I didn’t follow up with the reporter (who has a bit of a reputation for this sort of thing). It’s obvious the story isn’t going anywhere, and I’d rather not waste my time (or the reporter’s) trying to litigate the merits of the story any further.
Trust me, it’s more than an average “bad day” when you have to explain to a CEO client that the twenty minutes they spent on the phone with a reporter (whilst running to catch a plane at LAX) isn’t going to materialize–particularly if the reporter gives you the silent treatment when you follow up. I don’t like it–I think it’s common courtesy to tell an interviewee or their PR rep that the story is dumped–but reporters have no obligation to do so.
The point is, you can spend a lot of time, effort and energy pitching, interviewing–and yes, even writing–something that by all indicators looks like a sure thing, yet it never sees the light of day. It’s frustrating, but it helps to remember there are no guarantees (if you want guaranteed coverage, buy an ad). Even a good story or interview can simply end up–through no fault of your own–in the dump.
Don’t get mad. Remember, just like “the bump,” “the dump” may not be forever. Perhaps that same reporter will remember you as a source when a similar story pops up. So, no sense starting a feud about it. Brush yourself off and move on. Opportunity awaits.
(And you can recycle your interview on your blog…)
On (In)Gratitude and (Im)Maturity
By Alex Greenwood
I received an email from LinkedIn recently, suggesting I congratulate “Jane Smith” (not her real name, obviously) on a high-profile position with a respected institution. I was stunned.
Why? Because “Jane Smith” was fresh out of college, and not twelve months earlier she had implored me to help her find a job–any job.
I’d worked in proximity with “Jane” on a project for a client, and figured that though she was indeed young and a tad immature, she deserved a shot at a job–especially in this tight economy. So, I spoke on her behalf to a client, who agreed to interview “Jane” for an open position. It wasn’t a high-prestige job, and it didn’t pay the precocious “Jane” what she wanted, but it was steady work.
“Jane” agreed to the interview.
The day of the interview, my client contacted me and said “Jane” was a no-call, no-show. She never went to the interview, never emailed, called or sent so much as a tweet telling my client she was going to ditch the meeting; nor did she ever apologize. That made me look just dandy with my client, I assure you. I emailed “Jane” and asked why she didn’t go or at least let my client know she was no longer interested.
No response.
I did a little research and found out that in between agreeing to the interview and the date for which it was scheduled “Jane” had apparently scored a job that was probably a better fit than the one offered by my client. Good for her; but I was dismayed at the rudeness and immaturity she demonstrated to my client and me. I stuck my neck out for her, and she made me (and herself) look foolish. I was stunned by her immaturity and ingratitude.
So, fast forward a year and imagine my further dismay to find out “Jane” was just promoted to a job requiring strong social skills that most people ten years older than her don’t often get. Color me flabbergasted (and what her boss was thinking when making this decision is beyond me).
Certainly “Jane” is smart, but if the networking and social skills she demonstrated previously are any indication, “Jane” will eventually make a similar mistake–and do it to someone who has a longer memory than mine. I don’t wish her ill, but I do hope she grows up–a lot. God only knows how many other people she carelessly disregarded climbing the ladder. The old saying about being good to “people on your way up…” comes to mind.
Needless to say, I did not congratulate her on LinkedIn.
I’m Nominated for the Very Inspiring Blogger Award
I’m honored writer of adult fantasy and children’s stories, blogger and artist D.J. Bowman-Smith nominated me for a “Very Inspiring Blogger” award. Thank you, D.J.!
It’s a nice idea, and I humbly accept the nomination.
Seven facts about me
1) At age four, I was bitten by a rat caught in a trap trying to help it escape. I got a nasty bite and rabies shots for my trouble and learned that no good deed goes unpunished. (But I still try to help people, whether they’re rats or not.)
2) I’ve written a series of mystery/thriller novels that have certainly given James Patterson absolutely nothing to worry about.
3) I never want to feel more helpless, hopeless, and angry than I did working at Children’s Hospital of Oklahoma after April 19, 1995.
4) I hate injustice and am very unpleasant when someone is bullying a vulnerable person in my presence.
5) I believe The Police are the greatest rock/pop band since the Beatles.
6) My daughter is the reason I get out of bed in the morning. I have to hear how her dreams played out.
7) I’m plotting my eventual escape from the American Midwest to a quietly freaky stretch of seaside.
My Nominations (Sorry, I know I’m probably leaving somebody out.)
On Free Work
By Alex Greenwood
It gets down to time and money.
We often get requests from local organizations, churches and non-profits asking us to perform free work. The first impulse is usually “you betcha!” but that’s not always the most realistic answer to the request.
We’re proud of our long record of helping non-profit organizations by providing free (pro bono) services. We try to perform a set amount of community service hours every year. To that end, AlexanderG PR has helped several non-profits improve their image or promote fundraisers and special events over the years. We do the work with a happy heart: it’s an honor and privilege to serve our community.
However, the realities of the economy, time/scheduling and just plain “paying the bills” prevent us from helping every non-profit organization on a pro bono basis. Don’t get me wrong–we’re happy to discuss an organization’s needs–and if it’s a good fit for everyone, we’re glad to help out. Unfortunately, it’s not always feasible for us to work gratis on a project. However, we do try to recommend another firm or PR pro who might be able to help.
When we do agree to work on a pro bono basis, we’re careful there is a clear scope of work–a list of what we will and will not be able to do. We also make certain the non-profit we’re working for understands their role and deliverables in the process. As a former non-profit board member, I know it’s easy to forget that the company doing free work needs your help in supplying information, personnel and resources to ensure a successful project.
Pro bono work recipients have to make it a two-way street to help the donating firm be as efficient and successful as possible. That’s why the scope of work (hours, deliverables, timelines, etc.) is set in advance and must be respected by the client organization–it prevents misunderstandings, unrealistic expectations and (yup) even recriminations later.
Keep that in mind if you’re the non-profit looking for pro bono help: assurances to the prospective donor firm that a point person will mind the scope of work is a huge help in winning that firm’s assistance.
We also recommend you thank the firm often. In a program, on posters, online, invite them to post-event celebrations–wherever you can. Many firms won’t ask, but they will readily accept some credit and publicly-expressed gratitude for their work.
Being a business that’s sought after for pro bono work is indeed an honor, and we highly recommend all businesses help out their community organizations when possible. The trick to it is balancing the needs of paying the bills while being an energetic community booster.
Should You Tweet At Journalists?
By Alex Greenwood
In a post by PR Pro Tips, we learn that pitching a story via Twitter can be “unnecessary and annoying.” I agree it can–especially if you set up an account expressly to spam reporters (and if you read the story in the link, you’ll see a host of other mistakes made by the source trying to get a write-up).
However, if you’ve developed a relationship with a reporter, blogger or columnist, i.e.,: you follow each other on Twitter (or even Facebook), then an occasional pitching of links is just fine.
I’ve scored at least a couple of interviews the past quarter pitching via social media. Also, note that not every reporter on Twitter has a problem with the “cold-call tweet”–just make sure your link lands somewhere with impeccable presentation and navigation (I like Pitchengine and Launch.It for Social Media Releases). It has to be very clear what you want the reporter to look at and why.
Incidentally, you can follow me (and even pitch guest blogs) on Twitter at @A_Greenwood.
“Rage, rage against the dying of the light.”
By Alex Greenwood
The cruel, tragic events in Boston put Americans in that uneasy, hateful place we have visited far too often over the past few years: the realm of fear. Cowards build bombs or fire guns or brandish knives that kill children and innocents. These cowards maim the ordinary–yet uniquely extraordinary–people who are just living their lives, harming no one.
In the coward’s wake, every public place is eyed with heightened suspicion. The urge to be even more secure is palpable. Terrorists seek to dim the light of liberty, to wound the greatest virtue of the American Republic: the spirit of its people.
I submit that though terrible events past, present and future will edge us closer to permanent residency in the dark realm of fear, we must rage against it. As Dylan Thomas said about the inexorable dimming of the light of life into the darkness of death, we as a nation must “rage against the dying of the light.” We must mourn, certainly. We must be vigilant and sensible about security, to be sure; but it’s paramount we not let the cowards win by giving in to fear. Security, yes–but most importantly, liberty must be protected.
I’ve seen a domestic terrorist attack at close range. I’ve seen broken bodies of children and the haunted look in the eyes of first responders. I know the impotent anger of the bystander; I’ve felt the anguish and fear in the aftermath of a terrorist act. I chose then–as I do now–to channel that anger, anguish and fear into a firm resolve not to let cowards change who I am and how I live.
Liberty is a light, and we as citizens must rage against its dying.
Enjoy Every Sandwich
By Alex Greenwood
An acquaintance I met through business passed away recently. She was too young, I’d say, to have to battle and eventually succumb to cancer. I won’t get maudlin and assume things about someone I barely knew, but I will echo the words of the late, great Warren Zevon (I recommend this for newbies: Genius: Best of Warren Zevon
Asked by David Letterman about how he was holding up after his diagnosis of lung cancer, he more or less said “Enjoy every sandwich.” (Comes in around 7:50 mark)
Makes good sense to me.
Some of us are here for a relatively long time–eighty, ninety or even a hundred years. Many never see thirty. But while you’re here, hanging on to this pale blue dot in the cosmos, try to delight in all it offers: the warmth of sun on your face, spectacular vistas offered by mountaintops, the rustle of wheat blowing on the plains, the primordial pull of the oceans.
Normal, even mundane-seeming contact with our friends and loved ones is most important: the sublime moment of a cocktail on the deck with a neighbor, a squeeze of your spouse’s hand, a joke amongst friends or your daughter’s smile when you pick her up from daycare.
And sandwiches. Damn, Warren, you were right. For me, it’s chicken salad–with no damn grapes in it.
Shocking Video of Rutgers Coach Mike Rice: What Happened?
Opinion
By Alex Greenwood
Regarding the shocking video of Rutgers Coach Mike Rice verbally and physically abusing his basketball team, Christine Brennan of USA Today said it best:
Rutgers, of all universities, should have known better. Rutgers should have known that a coach who fires basketballs at the heads of his players and assaults them at practice should not keep his job. The so-called leaders of Rutgers University should have known that if a coach is hurling homophobic and misogynistic insults at his male players, he shouldn’t be allowed to represent the school for one more hour, much less four more months.
I worked public relations in higher education (a public university and a public college) for several years, and if it taught me one thing, it’s this: you don’t mess with people’s kids. Plainly: “professionals” on staff who abuse the trust parents place in educators as surrogates, teachers and protectors have but one place to go–and that’s out the door.
Except you don’t always see that when it comes to prominent (read: profitable) athletic departments. Unless the situation goes nuclear, from Penn State’s despicable handling of the Sandusky matter all the way to the embarrassing end to the Switzer era at my beloved University of Oklahoma, there seems to be a pattern of looking the other way when it comes to athletics. The most paper-thin of veneers about being an education institution of “higher learning first, college sports behemoth second” falls away amidst scandal–especially one complete with “shocking video”.
Mike Rice deserved to be fired. Just as did the coaches at Penn State and yes, good ol’ Barry–albeit for different reasons.
The public relations professional in me asks, why didn’t the PR staff do more to get in front of this? I know that were I, as PR director, made aware of what was happening on the court, I would have walked in to my president’s office and told him what was going on, the possible ramifications and where to see the proof. I would have explained that it only takes one person to upload a shocking video to YouTube, and just one person to link to it on Facebook or Twitter, before it all can go completely pear-shaped.
From there, I believe most university presidents would take immediate action (at least the ones who don’t give their athletic directors free rein over their department, with little or no oversight).
Perhaps the PR staff didn’t know? Maybe–but I just can’t see how word wouldn’t have filtered back somehow about shocking video of an anger management basket case abusing his students.
What do you think? I’m not arguing whether the coach deserved to be fired or not. I think he did and I’m glad it happened for the sake of the students. I’m asking, what would you, as the PR Director, have done in this situation? Would you have brought it to the president’s attention? What if the president ignored your advice? The comments section is open for your remarks.
What Sets You Apart?
Photo by Deborah Fitchett
By Alex Greenwood
I spoke with a former accountant and business consultant (who asked to remain anonymous in interests of sharing details of this story) recently who was attempting to (free of charge) help a friend get his small tax prep business off the ground. The friend and his wife shared their business plan with my colleague. In a nutshell, the plan was:
- Do certain types of simple personal taxes.
- Do a lot of that certain types of taxes.
- Make money.
- Rinse. Repeat.
That “plan” gave my colleague pause–mostly because the guy is trying to compete directly with TurboTax and H&R Block–but he pushed forward and inquired about marketing. The tax guy was going to let word of mouth and occasional flyers at church and around town do the job.
“Okay, good start. What message are you sending potential clients?” my colleague asked.
“Beg pardon?”
“What is it that sets you apart from the competition?”
“Oh! Our service. We provide personal service.”
“But don’t all tax preparers provide personal service?” my colleague inquired further.
“Well, yes, but our service will be better than everyone else’s, because it’s personal.“
From there, my colleague made a fairly detailed list of things that the tax guy should consider when starting a new business, not the least of which was to stake out a less vague unique selling proposition–what sets you apart? A word on that from the folks at Entrepreneur.com:
Before you can begin to sell your product or service to anyone else, you have to sell yourself on it. This is especially important when your product or service is similar to those around you. Very few businesses are one-of-a-kind. Just look around you: How many clothing retailers, hardware stores, air conditioning installers and electricians are truly unique? The key to effective selling in this situation is what advertising and marketing professionals call a “unique selling proposition” (USP). Unless you can pinpoint what makes your business unique in a world of homogeneous competitors, you cannot target your sales efforts successfully.
To put it bluntly, “We provide personal service” is not unique. It’s lazy, unimaginative and ultimately failed branding. Every company provides personal service of some kind. “Personal service” is such a vague USP it is effectively meaningless. It’s not even “We provide the best personal service” (though how you quantify that is anybody’s guess, and therefore, useless as a USP).
I won’t equivocate: finding your USP is not as easy as it sounds. Hell, I’ve been in business three years and I’m still searching for that magic mix of what I do well and what sets me apart. My firm does a lot of things–many of them pretty well, including content marketing, product launches/store opens, strategic PR planning, crisis communications, crowdfunding consulting, training and seminars, Social Media strategies, author/book promo and media relations. But try putting that in an elevator speech.
Furthermore, not all of those services have particularly good ROI. I need to find my niche and stick to it so my company can grow more consistently. Another colleague, Andrew Nemiccolo (a very smart guy) once told me straight up that I was so all-over-the-road that it was no wonder I was having a hard time settling on client targets (I paraphrased that, but he’s right, and I’m working on streamlining my company).
Back to the tax guy. My colleague never got another step further with him–the tax guy was certain his personal service would be so outstanding that people would climb on their rooftops, waving a tax refund, shouting “I got a refund and my tax guy’s service was more personal than TurboTax!”
Okay, that guy apparently isn’t going to listen to my colleague, so I asked him what marketing tactics he recommends to others interested in setting up a low-cost tax prep business. He advises would-be tax and accounting businesspeople to find three specialties to develop their USP. For example, his were packages for starting a new business, exploiting an existing network (he has extensive healthcare industry contacts) and helping people struggling with tax problems.
So how did he market his USP?
“Word of mouth is ideal–if you’re willing to take five to ten years to build your practice,” he said. “That’s why I don’t recommend relying on it alone.”
The more immediate activities he recommended include:
- Attend social and networking events for the market niche you wish to work in (Chamber of Commerce Business After Hours, home or business association mixers, etc.)
- Distribute flyers to new homes and housing editions. “You’re trying to reach new homeowners, especially first-time homeowners, who are inevitably changing tax status by buying their first home and may have children thereafter. Establishing a good relationship with market-area Realtors is a good idea, too.”
- An established referral relationship with a banker is also helpful.
- Get out of your shell–once you have your USP, get out there and tell your niche market about it using personal contact, social media and advertising when affordable and sensible.
A final bit of advice from Entrepreneur.com:
Don’t get discouraged. Successful business ownership is not about having a unique product or service; it’s about making your product stand out–even in a market filled with similar items.
