Make Boosting Your Self Confidence A New Year’s Resolution

Confidence can be the difference between a startup’s or let’s face it any company’s success. Coming off a year of pandemic-related marketing woes like on my end, the cancellation of key conferences and the inability to schmooze over fancy dinners or coffee, how does a founder keep a winning attitude?

And is confidence the key to making it in 2021?

Experts say, yes, confidence is a key factor.

Confidence means security which leads to positive emotion: This results in better performance, says Tony Schwartz, the CEO of The Energy Project and the author of Be Excellent at Anything: The Four Keys to Transforming the Way We Work and Live. 

Schwartz, as quoted in a Harvard Business Review story, concludes that “insecurity plagues consciously or subconsciously every human being I’ve met.”

When I Googled the topic, “How to boost self-confidence” I uncovered a multitude of examples of admired well-known people who overcame their self-doubt.

Notable ones are John Steinbeck who sometimes thought his writing stank, Michelangelo who at first refused the Pope’s job offer to paint the Sistine Chapel due to not believing in himself and Abraham Lincoln who suffered bouts of depression. (Who knew?)

Michelangelo originally turned down the Pope’s job offer to paint the Sistine Chapel due to not believing in his own painting skills. Credit: Wikipedia Commons

They each ended up throwing themselves into their work to counteract these negative thoughts. And look where that landed them in history. On several “top of their game” lists, like favorite U.S. president.

We as entrepreneurs and business people can learn from these examples.

I’ve been taking note of solid advice from others involved in entrepreneurship to accommodate my entry into 2021 as a strong self-employed public relations consultant.

The first tip I latched onto as a new year mantra was from Thomas Ahn, founder and CEO of MAD Ventures of Victoria, British Columbia. MAD backs startups like artificial intelligence darling Layer 6.

At a founder round table discussion, when asked about his vision for the new year Mr. Ahn said his firm excelled at remote work before the pandemic. He said they’ll keep doing what they already do well, which I see as attracting and backing hot startups remotely, and do it with confidence.

For some reason the confidence part of his comment stuck with me in a big way.

I’ll add the tip to do more of something that you do well in 2021. Like if you are great at garnering attention via content marketing – like blogging to get your name out there – publish more blogs. That’s not to say spend more time on the task. Instead work smarter and not harder, like switch from 1,000 to 300-word stories.

C.J. Lipe, founder of Adminologist of Fremont, Calif., adds jump into 2021 with a positive attitude and set smart, measurable time-bound goals. Ms. Lipe says she finds her inspiration in affirmations and lectures found on YouTube.

Lastly, many news articles, for example, in Inc. said improving your style through a hair cut or a new outfit is a confidence booster, as is helping others.

In summary utilize a new confidence boosting tactic in 2021 and enjoy the business rewards that will result. Don’t fall into the sadness trap that has plagued many during these trying times.

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Michelle McIntyre is an award-winning freelance PR consultant, social media influencer and IBM vet based in the Silicon Valley. She enjoys sharing advice, from how to get your small business media coverage to gaining admission to elite colleges via social media. She boasts 485,000 views on Quora as of early January 2021. She’s @FromMichelle on Twitter.

85% of Jobs are Secured Via Networking: Here’s How to Do it Right

As a public relations professional I am often asked about how to best network. Building relationships is part of my job so this is a sensible inquiry.

The U.S. Bureau of Labor and Statistics concludes that 85 percent of jobs are filled by networking. This can apply to landing a consulting gig as well. If you are looking for work or have a spot on the client roster, remember the tip that many jobs are filled before or right when they are posted. That’s because of networking.

Today I attended a talk hosted by a group of PR professionals: Smart networking tips were discussed. The speaker was Robin Beaman, a PR agency owner who worked for the likes of Oprah Winfrey.

Here are a few networking tips from the talk:

Networking is true relationship-building. It’s making and maintaining a friendship. Think about how to treat a friend. Buddies are nice and supportive to one another through good times and bad.

Giving the other person what they want is part of networking. Yes, this says help someone else. Not all networking is about what the other person can do for you. It’s a two-way street.

Call and follow up. This is definitely true when setting up a job interview or PR agency introduction meeting. However, it can also be applied to networking. Ms. Beaman said that it was not a smooth one step process securing her PR advisor opportunity with Oprah Winfrey. She followed up several times.

Perseverance works. Have a can-do attitude when pursuing opportunities. Robin Beaman said she didn’t just get in touch and immediately get hired to work her PR magic at B.E.T and Oprah Winfrey’s company. It took the right mindset, accompanying hard work and a massive amount of follow up.

In summary, my advice is that attitude plays the biggest role in landing a work opportunity. When you set your mind to doing something and hyper focus on that goal you have a higher likelihood of achieving it.

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Michelle McIntyre is a self-proclaimed Silicon Valley PR Diva, IBM PR vet, and syndicated blogger. She’s achieved 11 awards for outstanding media relations results. Follow her on Twitter @FromMichelle. @PRSASV hosted the event featuring Robin Beaman.

5 Tips for Startup Founders Like Be Nice and Work with Friendly People

Here are five premium pieces of advice offered by the speaker at my tech startup founders Meetup this morning. Alastair Hood, Ph.D., CEO, the founder of utilities analytics startup Verdafero had a unique angle to share. Founded in 2009, the company is web-based software that helps businesses more smartly manage their utility usage. 

What was unique was that Mr. Hood often peppered in comments about being nice and working with friendly people. I liked the tone of that and believe that I was hired several times as a PR consultant because I simply got along well with the marketing or PR leads or founders. 

Here were five key takeaways:

  1. Don’t take money from investors if you can help it. Their vision might not be yours. I’ve heard this time and time again. But my two cents is to scale big time after you gain a bunch of customers, you may need to take money from a trusted source.
  2. Always be nice to people, especially when bootstrapping. You may need a favor from them later. He shared that he ran into Mark Zuckerberg once.
  3. Don’t fall for the Silicon Valley bullsh– story. I believe what he meant was don’t think that starting a company is all glamour and big payouts. You have to work hard, meet with many customers and prospects and take risks.
  4. Look for other avenues to generate revenue while you are developing your solution. Perhaps a customer prospect would be interested in your consulting services while your software as a service or saas software product is being finalized.
  5. Work with people you like. You will spend a lot of time with them. Along the same theme, he added, hire a friendly attorney. I asked if all lawyers who work with startups require a major retainer and the response was, no.

It was seriously refreshing to hear about the importance of collaborating with nice and friendly folks. 

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Michelle McIntyre is the founder of Michelle McIntyre Communications LLC, an IBM vet and Silicon Valley PR diva. She loves to garner big attention for large and small companies including VC firms and has achieved 11 awards for outstanding results. @FromMichelle on Twitter

What’s Important To People During This Time of Uncertainty? Community, Gaming, and More

Many people who took a recent survey say a sense of tribe or community is important right now.

Andrea “Andy” Coville, CEO of public relations firm Brodeur Partners, author, and the guest speaker on today’s PRSA-SV Friday Forum, conveyed findings from a survey of around 2,500 U.S. citizens from Gen Z to Boomers about what’s important to them. 

She offered a few summaries like be authentic and a trusted source of information.

Furthermore when you are posting to social media, Coville added, convey information that people tend to agree upon. For example, no one will complain about a picture of your dog. She also said that sustainability is a smart topic to discuss.

I’ll add that there’s no doubt that a quality PR professional can advise in this regard. By the way I worked with Brodeur when I was in a corporate PR department.

Here are 13 points I found most interesting:

  1. A sense of community is very important. Feeling part of a tribe or community is key.
  2. It’s harder to change people’s perceptions right now.
  3. Society overall cares a lot about kindness, honesty and optimism.
  4. Many are discussing new career directions. It looks like Boomers are the least likely to have done this in 2020 though. People are questioning their values right now.
  5. If you are at a nonprofit and asking people for money, keep in mind that people are preoccupied with saving right now. They are giving, e.g. to colleges, which was the fourth top area of giving.
  6. Mentoring is a good gift to give. People will give you a lot of time right now, e.g. as opposed to 2014.
  7. Reliable information is hard to obtain.
  8. Gen Z folks, e.g. a 20 year old, share opinions and news partially to show that they align with a certain group.
  9. Millennials and Gen Xers share information more as a way to call someone out on a bad opinion.
  10. “Food and drink” is the top consumer category that people are loyal to right now.
  11. People tend to hang out with those who share their views. Why join a tribe or group? Friendship was cited as the top reason by 51%.
  12. Attitudes towards and at businesses have changed. This is happening in a bigger way in government, healthcare, branding and diversity and inclusion.
  13. There’s a rise in gaming among millennials, especially females. This was mentioned several times.

Andy Coville summarized her presentation by saying she looks forward to seeing a return to fun in branding. So do I, Andy. So do I.

Andrea Coville photo: WE Magazine

Community photo credit: Canva

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Michelle McIntyre who authored this story is a global technology PR consultant, IBM vet and the volunteer media relations lead for the Silicon Valley Monterey Bay Council of Boy Scouts of America which now includes females: They recently celebrated their first female Eagle Scouts. @FromMichelle on Twitter Also follow @prsasv 

3 Premium Tips to Perfecting the Popular But Perplexing Press Release

How to best write and finalize a stunning press release has challenged a plethora of marketing and media relations folks since the early days of formal public relations. Setting aside things like  the Common Sense pamphlet which stirred up anti-British sentiment before the Boston Tea Party, modern PR actually started in the early 1900s. This is when companies first hired PR practitioners to properly publicize their products and services.

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[Photo credit: Musicians and singers pose at the opening of the Operatic Liberty Loan Offices at Aeolian Hall, New York City on June 5, 1917. Edward Bernays, the mustached man on the left originated the first press release. Photo is from Stefan Scheufelen’s blog. ] 

Sigmund Freud’s nephew, Edward Bernays is often called the father of PR.

According to PR textbooks, he said that audiences had to be thoughtfully understood and persuaded to see things from the “client’s perspective.” Well yes, and also, no.

What’s happened in the technology business at both startups and big brand names is the client’s perspective has gone too far. If the media’s perspective was more deeply considered results would improve in a profound fashion.

In tech, the biggest problem seems to be product managers who push the team to publish me too technology updates. A company mentions it has cloud computing solutions but then years later announces its first cloud-based product. This is the type of thing that turns off reporters. Someone who hears this confusing message will roll their eyes and ignore your email pitch. Yes, mention the link to cloud. But maybe the focus should be a problem it can solve, cool analogy, link to a more mainstream trend or a neat beta case study.

Reporters are humans like anyone else. If PR practitioners can make their press releases appeal more to the average person by talking about something truly interesting and timely while linking the theme to hard company news, like a significant new product update or acquisition, there would be way better results.

Here are three other tips to consider:

1) Keep it brief. There are two advantages: there is a higher chance that a writer who receives hundreds press releases a day will actually read it. The second advantage is cost. If you use a service like Cision PR Newswire you can cut the cost in half with a shortened release. eReleases is another cost-effective option by the way.

2) Make your headline direct. Tell the news plainly. If you have to dress it up too much, hide the real news, or it’s taking too long to edit properly maybe the message you want to tell would make a better blog story or letter to customers and prospects.

3) Know your ultimate goal. It’s probably not to have the press release reproduced on 100 random websites, although that is a nice SEO boost. Marketing loves exposure even if it’s not the perfect feature story saying your product is the best and your company’s future looks bright. Your goal is to convince a reporter to call you with questions for a story.

Good luck with your next press release and remember, journalists are humans. They like thought-provoking words and storytelling just like anyone else.

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Michelle McIntyre, founder of Michelle McIntyre Communications LLC is an award-winning Silicon Valley PR diva and IBM vet known for making B2B tech solutions sexy. @FromMichelle on Twitter

PR Advice for Tech Startup Founders With One of A Kind Products

by Michelle McIntyre

As a seasoned public relations professional, I’ve enjoyed many productive and passionate discussions with genius technologists who want their “one of a kind” startup product covered by the media.

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Here’s a tip for inventors. Quality feature stories are written because something is societally relevant, interesting cocktail conversation fodder or a unique problem solver. Journalists do want to know, how will this change the world?

During an initial consultation with a founder usually I start out by asking what is different about their new product or service.  Sadly 75 percent of the time the answer is, “There is no other product like ours.” And it’s hard to respond without objection because  99 percent of the time that’s not true. Usually I can find an example of several similar products via a simple internet search.

The secret to a company getting coverage is simple. Leave the ego at the door. Quit thinking a product is the only one of its kind and ask others like an experienced PR professional what is really interesting about your story.

One founder I met with was finalizing an app that tracked a child’s to-do list. I searched and found another app that made the exact same claim. They in turn switched to a communications plan that made more sense having to do with showcasing their expertise in productivity instead of touting its uniqueness. It had a beautiful interface by the way.

Another tip is when you share information with the person you have assigned PR to don’t hold back on the good stuff. One founder I worked with waited a few weeks to disclose he was born with a serious medical problem and had several surgeries to correct it. Through diet and exercise he overcame it. His online fitness community he created was partly born because of this rough start in life. As soon as he told me, I told a Business Insider writer. She liked this angle about the founder and wrote a feature about him and his co-founder.

This app was also quite unique though. It weeded out bully comments automatically. That in fact was an impressive feature and resulted in nice coverage in TIME. But when you start with a claim, that a new product is super unique, unless you have a third party expert saying it, it’s usually a turn-off to writers.

To quote Journalist Dean Takahashi via a story he filed on PR tips in Venturebeat a few years ago, “What I love is finding something unique and interesting to write about. I want to find something magical, and I think most journalists, even the most cynical of the bunch, share the joy of discovering something really cool. Sometimes the real story isn’t the game itself. It’s the person who made it.”

I don’t mean to call out a founder who is a hard working, award-winning and an obviously smart inventor. The point is be very careful about telling someone your product is one of a kind. It probably is not.

I worked with a brilliant technologist with an artificial intelligence startup who wrote a celebrated technical paper years before the formation of the company. The technological phenomenon discussed in the paper was “in” iPhone’s Siri. When I pitched a writer I started with that detail, its impact on technology that tens of millions of people use. (Last I checked around 41 million people used the Siri voice assistant.)

This business reporter filed a story soon after. And that story focused on the startup solution, the funding and its venture capitalist. But the hook was the impact of what was in that paper.

In summary, journalists get pummeled with hundreds of pitches and press releases a day. Make sure you leave your ego at the door when talking to them: test your story line or pitch on a friend or family member to see if they say, “That’s interesting.”

Let others decide what’s interesting about your startup story, trust their feedback and go with it. Be careful going down the path of saying it’s a one of a kind product. It likely is not.

Photo: Shutterstock

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Michelle McIntyre is the president of Michelle McIntyre Communications LLC, a seven year old tech PR consulting firm. She’s the recipient of 11 awards for outstanding results mostly from IBM. She’s held numerous nonprofit executive board positions focused on enhancing the lives of children. @frommichelle on Twitter

 

3 Ways to Stink at PR And How To Improve

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Some people just stink at PR for example by offering boring spokespersons. As background, PR stands for “public relations” which typically means getting press coverage. It’s coming up with messages and then passing those on to the press. If you went to PR school like me you learn that what PR really means is changing someone’s mind about something. But the modern definition is media relations.

Great PR is about knowing journalists’ wants, needs and deadlines and actually doing what they ask. It’s so simple: learn what they want and give it to them. For example the IDG media will tell you they value CIO/chief information officer viewpoints on timely trends as well as customer case studies that are interesting and relevant. Henry Norr, formerly with the San Francisco Chronicle said something that stuck with me: “Your client is the media. It’s not the company that pays you. Make the media happy and you will do well in PR.”

Back to not giving reporters what they want. How many times have I seen a PR manager or director try to put a triangular peg into a round hole? The journalist wants a story: they want to discuss a problem and a solution relating to something timely. They want eyeballs on their story. Make sure what you pitch them falls within their beat. If they need to interview a venture capitalist by 4 pm about hot collaboration startups then by golly, get them that exact thing or keep quiet.

What is too common is bad PR people announce a third generation me-too beta product via long press release just to get some news out. It fills up journalists’ inboxes. It gets ignored. It makes it far less likely that they will open an email from that PR person again.

I watch some people crash and burn in their PR jobs by never innovating on what the marketing lead wants which is typically product advertising and churning out press release after press release of garbage.

What are the three main problems contributing to bad PR, and how can you avoid them?

1) Spokespersons cannot tell a story. I have 30 years of PR experience and a boat load of awards for results mostly from IBM. I can lead a horse to water but brothers and sisters, I cannot make them drink. If you are insisting on a boring spokesperson who cannot story-tell or your only key message is boring, you will not get a story. I repeat. An interview does not mean a story. A spokesperson can easily kill a story. I’m very good at securing interviews. If you blow it, I can’t save you. How to fix it: do better media training or use a different spokesperson. When I was working with a large company often I’d “hand pick” my own spokesperson even if they were the non obvious choice. Once in a while the obvious choice was the best one though. (I love when that happens. There was a sales VP in a software division who could story-tell like Burl Ives. He was my favorite.)

2) A boring press release. Issuing a news release with boring non-news will get you blacklisted by some writers. They will open one blah press release and probably ignore your next email. Another route to take: If you need to get something out there so your company gets attention, try a feature press release instead of saying you are on your fourth product version, or “Here’s our beta product.”  Make it an interesting story: tie to something happening in the world that is conversation-worthy. Test the story on a family member. Teens will give you candid advice. I can make a commodity technology product interesting by discussing something interesting related to it. The writer then has a real headline and angle. Did you really expect them to write a story saying, “So and so company announces a second generation beta product with no new technology that is not shipping yet”? If they wrote the truth you’d probably be pretty angry. Unfortunately those types of details are often hidden in press releases. The writer finds this out in an interview and then they drop the idea of doing a story.

3) Re-announcing something. Years ago as a consultant I was asked to pitch a story about a new division of a large Asian company opening  up in the Silicon Valley. I placed a nice story within 30 minutes which made everyone happy. However, I found out a little while later that this was the second time they announced this exact news. Now I did  place that story, a win, but the reporter took my word for it and filed fast. After she found out it had been issued previously she was a bit put off. No one else filed a story. Now I know to do an internet search for that news before I pitch it. If I see an old press release on the same news, I change up the way I talk about it. Perhaps it’s a news pitch, “A look at where this new division is six months later.” The way to prevent this: search the news online before taking someone’s word for it that it is news. If  it’s not change your pitch strategy and tactic.

 

 

So if you aren’t getting press coverage, ask yourself, am I giving journalists what they really want? And review your press release schedule and choice of spokesmen. Tell an interesting story or discuss a trend. Pick the non obvious person to tell it if necessary.

Making a simple change might save your PR program and your job.

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Michelle McIntyre gets attention for companies mostly in the technology space through creative press relations and content marketing. An IBM vet, she’s a micro-influencer on Twitter in the area of future of work and recipient of more than 10 awards for outstanding results. Follow her @FromMichelle

Succeed In 2020 With These 9 PR Tips

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To succeed in public relations and marketing communications you must stay on top of the trends. Here are 9 timely tips from the experts designed to help startup founders be successful in 2020. They cover keeping it personal, conveying timely messages, using visuals that pop, how to stick with a writing goal, the importance of content marketing and  teaming with other PR professionals.

Here are my favorite PR tips for 2020 and the expert associated with each:

1) Use easy-to-understand visuals that pop when storytelling.

Who’s the expert? @LouHoffman of @Daily Brew aka #IshmaelsCorner blog

The first tip comes from Lou Hoffman, head of Hoffman Communications. Hoffman loves incorporating visuals when conveying a message. More specifically he advises, “Dress up the company timeline as a storytelling vehicle.” And do this in an easy to understand attractive way. I particularly liked his advice to not make infographics too busy or overly complicated. A company timeline could become a bear image if not managed right, for example, don’t make someone tilt their head sideways to read a timeline. Hoffman has done a decent job establishing his agency as a top one in the Silicon Valley with a very strong presence globally especially in Asia. He’s also a really good speaker.

2) Be timely in your PR messages. 

Who’s the expert? Melissa DiMercurio @StantonComm

This tip comes (indirectly) from Stanton Communications a PR firm serving corporations, industry associations and not for profits globally. As I was looking up hot PR trends online I came across a super timely December blog post by Melissa DiMercurio on the Stanton website with the headline, “Iced Holiday Beverage, Peloton Backlash, Baby Yoda and More.” I was impressed they just blogged about very current image related news hitting all of the key words and saying intelligent things. A lot of time people blog about something more evergreen or out of date. They were quick and smart enough to write something that was timely that day and get it published fast. Nice.

3) Add a human element to your PR campaign.

Who’s the expert? @Jalila as quoted in @AdAge

Jalila Levesque of a company called FF said in a recent blog post, “In a world that’s becoming increasingly ruled by algorithms and robots, PR strategy must be driven by emotion and have that human element to be more meaningful and lead to a growing focus on expert, local and enthusiastic micro-influencers, instead of macro-influencers.”

Yes, we keep hearing that PR needs to focus on analyzing results using digital tools and incorporate more AI, yadda yadda yadda and so on. But behind all the digital activity that might include Meltwater, Sprout, Cision or Hootsuite tools, keep the human touch alive.

4) Share knowledge with other PR professionals.

Who’s the expert? Hailey Johnson of @ThreeSixtyEight

Hailey Johnson recently said in a 2020 AdAge trends article, “PR professionals and marketers working together and sharing knowledge is the new trend.” She adds that if a PR pro has a specific capability you don’t have, hire them to help.

I agree. I reviewed all of the ways I got new business since I became a consultant: surprisingly a significant portion came through key PR contacts either via referral or through directly hiring me for a project. Stay in touch with your PR friends by joining @PRSA or inviting people to lunch. It’s also fun hanging around your PR peers.

5) See PR as part of the big marketing campaign.

Who’s the expert? Vicki Ho, Movement Strategy 

Vicki Ho of Movement Strategy a “social-led creative agency” said recently in an AdAge 2020 trends story, “One of the most important trends I’m seeing within public relations on the agency side is the value the industry is placing on our strategic role within a larger marketing campaign, rather than just being valued for the end results.” Her firm has done campaigns for Party City, Netflix, Under Armor and others. I’ll add, think about how you fit into the whole picture and create ideas from that perspective.

6) Use a thesaurus when writing.

Who’s the expert? Laura Hale Brockway via a Ragan @PRDaily quote

Laura Hale Brockway likes to write about writing. In mathematical terms she’s like writing squared. Her recently story caught my eye that listed 50 alternatives to the word “excited.” This is a great headline because marketing and PR people use “excited” as a default in press release quotes, e.g. “Our two awesome companies are excited about collaborating on this project.” Ugh. Don’t do this.

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Hale Brockway says, “A thesaurus can come in handy when crafting a press release, especially when using the same old words. Here is a list to help strengthen your pitching vocabulary.” I agree. Shoot down those overused starting-to-sound-meaningless words in favor of more expressive writing like “eager,” “thrilled” or “animated.” This takes risk so my other advice is to be brave.

7) Content marketing will be the queen bee of 2020.

Who’s the expert? Michelle McIntyre MMC PR @FromMichelle

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Content marketing is going to be the queen bee in 2020. It’s the top way to garner attention for your business. Here are some ideas about how to do it. Blog about advice related to your industry.  Blog about trends in software as a service, AI, quantum computing, future of work, collaboration, printer security, or whatever problem your company helps solve.

The problem is wanna-be bloggers have trouble with headlines and deadlines. Headlines are what you are going to write about. A PR expert can advise you on that. But, how do you achieve deadline goals? We all know it’s smart to write on a regular basis like six or 12 times per year. Simply set up a reward or hammer system. If you write six blog stories over six months reward yourself with a monthly subscription to a new streaming video channel like Hallmark or Hulu.

A hammer is more of a self-punishment. Laura Hale Brockway advises how to achieve writing deadlines via hammers in her Impertinent Remarks blog. She said if you don’t make your writing deadline get creative, for example, force yourself to donate to a political campaign you are against. That’s innovative for sure but on this end I will stick to rewards.

8) Become a thought leader in your industry on something specific.

Who’s the expert? @WendyMarx, Author and President of Marx Communications

Wendy Marx says be a thought leader on something specific in your industry to garner attention. She elaborates in a LinkedIn story, “At first, many people make the mistake of claiming expertise in everything. But realistically, it’s just not possible. Especially in the beginning, it’s important to focus on one main area.”

She’s right. From a PR standpoint if you stand for everything and are all over the place no one knows why they should buy your product, hire you or interview you for a feature story. Tell a prospect, “I offer a freemium consumer app that tells you the least expensive parking space available now in San Francisco” instead of “I make busy people’s lives easier.”

9) Public relations are personal relations.

Who’s the expert? Warren H. Cohn, @WarCo1 of @herald_PR via @Forbes Council

Warren H. Cohn who started a couple of communications firms elaborates on keeping communications personal in a recent Forbes Council post: “For PR specialists to thrive, they must research their target audience and deliver personal messages.”

He’s right. Spray and pray PR pitches often fail. In a world where everyone depends on technology to communicate, break down digital walls to keep business personal, and your results will reflect your efforts.”  As a side note, even though Forbes Council stories are paid content, some of the advice is quite good.

I agree with this especially in this age of “automate everything.” Yes, I believe in digital transformation and incorporating tools like artificial intelligence, but not at the expense of developing relationships with people.

In summary, some of the PR trends to utilize for success in 2020 include visual storytelling, hyper personalizing, more content marketing, seeing PR as part of the big picture and being specific in your thought leadership message.

What trends do you see?

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About the author: Michelle McIntyre is founder of Michelle McIntyre Communications LLC, a seven year old Silicon Valley public relations consulting firm. An IBM PR vet, she holds 11 awards for outstanding results. @fromMichelle on Twitter

Photo credits:

2020 Road image: Shutterstock

Thesaurus image: Canva

Michelle McIntyre image: Michelle McIntyre

 

 

 

Two PR Trends Percolating Right Now; PR Industry Growth Holds Steady at 5%

In case you missed it The Holmes Report reported in April that public relations industry growth held steady at about 5%. Here’s an excerpt from their story on this followed by two warm PR trends I see driving demand.

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“The research reveals that the Top 250 PR firms reported fee income of around $12.3bn in 2018, compared to $11.7bn for last year’s Top 250 ranking. That growth was underpinned by a rebound from the world’s Top 10 PR firms, which improved their toplines by 4.9% on a constant currency basis, compared to +3.3% in 2017, led by strong performances from BlueFocus (up 10.8% in constant currency terms), Brunswick (+7.7%), Ogilvy (+9.6%), FleishmanHillard (+6%) and Weber Shandwick (+5%).” (The Holmes Report, April 29, 2019)

That’s steady growth. But not remarkable.

Taking the what-is-happening-in-PR conversation further, here are two warm PR developments driving this growth. I’ll explain: either CMOs are hiring agencies and consultants to run campaigns focusing on these things, or the agency folks are recommending them to clients. I say “warm” not “hot” because these trends have been percolating for a while now.

Two warm PR trends right now:

  • THE RISE OF THE MICRO-INFLUENCER: PR professionals and their marketing counterparts are more aware of and paying more quality attention to those social media folks who have tens of thousands of followers. Companies like Tom’s of Maine and Banana Republic have especially been paying attention to this new frontier of marketing according to PR Daily. I like this definition from PR Daily:

Micro-influencers have more followers than most people—typically in the 1,000 to 100,000 range—but fewer than celebrities and established luminaries in fashion, entertainment or sports. They tend to have a very engaged, loyal fanbase in niche B2B or consumer categories, and they are affordable even for small organizations. Superstars might have more reach, but they have less time to engage with fans.  -(PR Daily, The Rise of Micro-Influencer Marketing, 2017)

  • GENDER EQUALITY AS A KEY FOCUS: With the Me Too movement being so prominent in most of our business lives — every day and sometimes hourly it seems — it’s not surprising that communications campaigns focus on treating women with respect. There are many aspects to this: paying them what men make, hiring more women and putting more on an executive board.

Here’s an example: Intel constantly mentions its focus on the importance of hiring more women. I see press articles quoting them saying this, for example, “Intel’s New Diversity Chief On the Secrets to Hiring and Retaining,” (San Jose Mercury News, Nov. 29, 2018) and friends have told me that Intel hiring managers have told them this.

In fact one male friend told me, “I talked to Intel about working there but the hiring guy said, unless you are a female, forget it. You won’t get hired.” Well that’s a little extreme and I’m not sure those were the words verbatim but as a women I’m generally okay with the idea. By the way, my friend got a job with an Intel competitor.

I do hope Intel actually did hire more women. I haven’t looked up their actual progress in that respect. I did read that they made huge progress in gender pay equality.

As an aside and while keeping with the theme of respecting women, oddly the PR industry still has a long way to go in pay equality. A 2016 PRWeek survey says that a male executive makes $125,000 while a female makes $45,000 less at $80,000. To quote Austin Powers, “Crikey!”

Oh and if it’s a PR pro in the Silicon Valley or San Francisco Bay Area, expect all of those numbers to be a lot higher. Everything costs more here and usually people get paid accordingly. To me $80,000 is more of a junior PR person’s salary. Managers and directors in the Bay Area should be paid over $120,000. Nonprofit publicists make a lot less of course; some work pro bono.

There are many other PR industry developments that go along with this steady growth reported by the fine folks at The Holmes Report. I will be writing about those in coming weeks.

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Michelle McIntyre is the president of MMC PR, a 6-year old Silicon Valley PR consulting firm. She’s an IBM vet with more than 10 awards for outstanding PR results, most in B2B tech, and a closetful more for community service. She’s considered a #collaboration and #futureofwork micro-influencer; as part of this she blogs for the Microsoft website from time to time. Follow her at @FromMichelle

The Holmes Report on the growth of the PR industry story, April 2019, is here.

PRWeek 2016 salary survey is here.

Photo credit: Shutterstock

My 7 Absolute Favorite PR Trends for 2019

I zealously perused several impressive 2019 public relations trend articles and tips today. Here are my seven favorite tips. Most of them list who said it and an associated Twitter handle.

chatbot canva photo

Some of them are evergreen; others are more timely.  Happy reading!

1) Create your own news.

“Creating news that promotes thoughtful discussion of your brand is possible by commenting or riding on the waves of current news.”

Source: Critical Mention Blog

Follow @criticalmention

2) Artificial intelligence will continue to be a theme.

“AI will continue to be a theme in the new year, as we get a clearer idea of the role it will play and how it can help enhance what PR pros do.”

Who said it: Michelle Garrett

Source: Meltwater Blog

Follow @Meltwater and @PRisUS

3) The micro-influencer finally gets some respect in PR.

“I’m thinking that 2019 will be the year that the micro-influencer finally gets some respect in PR, particularly for those who toil in the B2B sphere.”

Who said it: Lou Hoffman, CEO, Hoffman Agency

Source: Meltwater Blog

Follow @LouHoffman

4) The lines between marketing, PR and fake news blur.

“Another big challenge is how to produce effective storytelling as the lines between marketing and PR blur and fake news and fact continue to battle it out.”

credit_ Canva

Who said it: Melissa Hoffmann, Editor, PR News

Source: B2B PR Sense blog

Follow @WendyMarx

5) You can’t wield influence with freebies.

“We all know you can’t wield influence with cookies or taco lunches. You’re not buying a journalist’s favor by doing what most business folks do on a daily basis. But don’t shower journalists with freebies. It’s awkward, so it’s best not to place you or your client in that kind of position.”

Who said it: Ms. Kyle Niederpruem

Source: PRSA blog

Follow @PRSA

6) Make Siri and Alexa your friends.

“PR pros must become knowledgeable in how their clients can use AI for online chat and when their clients should not use it. We’ll be relied upon to help guide the flow of the text being used and when the chatbots should pass the conversation over to human employees.”

Who said it: Ebony Grimsley-Vaz of Above Promotions quoted by Michelle Kane

Source: Ragan Communications blog

Follow @RaganComms

7) Content will always be mobile first.

“The average American looks at their smartphone 52 times per day, according to Deloitte research, and more than a third admit to using their smartphones for work purposes ‘very/fairly often’ when they’re not officially ‘on the clock.’ More screen time means more opportunities for you to reach your (audience). But smartphone screens and mobile experiences are vastly different than what buyers get with a desktop or laptop.

2019 pr trends

B2B marketers, in turn, are going to be rethinking the way they approach content experience and design.”

Who said it: Alicia Esposito, Content Strategist

Source B2B Marketing Zone

Follow @content4demand

8) Press relations alone won’t cut it in 2019.

Great public relations professionals will need to understand a myriad of modern communications techniques and adapt accordingly in 2019, if they haven’t already. These include blogging, quality social media engagement, thinking about online communications as “mobile first” and a hyper focus on images and videos. Yes, this means that a PR practitioner without a social media profile head shot or a private Twitter account should be sent to marketing jail.

MichelleMcIntyreNov2018sweater

Who said it: Michelle McIntyre of Michelle McIntyre Communications LLC

Source: Michelle McIntyre Communications LLC blog

Follow @FromMichelle

(C’est moi!)

By the way, it is “who said it” and not “whom said it.” The trick for figuring out which word to use is to replace “who” with “she” and “whom” for “her.” Then ask, which one sounds better? Since “she said it” sounds better, I went with “who said it.”

Have a phenomenal 2019.

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Michelle McIntyre, founder of Michelle McIntyre Communications LLC, is an IBM PR vet. A 2018 Ragan.com article says she’s one of the Top 50 PR professionals to follow on Twitter. @FromMichelle

Photo credits: The top three representing chatbots, storytelling and mobile images are from Canva and the bottom one is mine.