I’ve asked some of my favorite bloggers to guest blog and provide us with some of their favorite creative and affordable marketing tips.
In this post, Jay Morris takes a slightly different twist with advice on finding opportunities in adversity.
For most of my career as a public relations and marketing professional, I’ve worked for organizations with fairly small communications budgets. I’ve joked that if you can afford to give me a desk, a telephone and a computer, I can do my job. The truth is, some of the best PR and marketing is done on a shoestring.
Yes, sequestration, furloughs and the gloom of austerity have darkened our doors of late, and PR folks are once again dealing with tight budgets and cutbacks. But I ask you, when have PR and marketing departments ever been flush with money?
In good times and bad, the organizations I’ve worked for have tightened their belts, reorganized and right-sized in ways that have severely impacted PR and marketing. If you want to last in this business, you truly have to be a survivor. You have to be a PR ninja, a marketing guerrilla. You have to think strategically while executing nimbly.
So here are some lessons learned from the austerity trenches:
Let go of what isn’t working or worth doing. In the 1980s, I worked for a large D.C. trade association. We were told that $1 million had to be cut from the operating budget, a lot of money back then. But in hindsight, it wasn’t enough to force us to rethink our business model or make meaningful changes. Instead, we became contortionists in our attempt to maintain member services at a reduced cost. For example, a four-page, weekly newsletter I edited and mailed to 25,000 members was “cut” by going to eight pages every two weeks. Sure, we saved a bundle of money by chopping our mailings in half, but no thought was given to the threshold question of whether we needed to continue the newsletter, much less double its issue size.
About a decade later, I was at different trade association that was suffering from a precipitous decline in membership. The axe fell again, but this time it was severe and painful. Most of my colleagues in the PR department were let go. Only two of us survived. But in building a new department from the ashes of the old one, a funny thing happened: We scrapped what wasn’t working and only focused on the essentials. We had “permission” from management and our stakeholders to reinvent public relations, albeit at a reduced level. Some of our best work came out of this period.
Jim Collins has said for years that businesses need to simplify and concentrate on what they do best. Great business leaders know when to eliminate those things that aren’t working. Sometimes those decisions are painful, but they almost always result in greater success than sticking with the status quo. Collins wrote an article for USA Today a few years ago about his annual “stop doing” list. It’s a great read and will get you thinking about what you need to really focus on in your life and career.
Leverage the resources you have. One of the organizations I worked for was a federation of about 1,000 state and local associations. In creating a nationwide network of media relations and community outreach volunteers, we were able to accomplish much more than we ever could have done on our own—and at a fraction of the cost. Collaborative thinking, strong volunteer leadership and a unified purpose helped us forge cooperative alliances with our state and local affiliates.
We developed training materials, held workshops and provided numerous “best-practice” examples of good public relations. We also recognized outstanding PR and community service initiatives through a national awards program. The training and recognition also ensured that our volunteers were singing from the same songbook. In fact, we wrote the songbook, so in that way we shaped the message all across the country!
Out of adversity comes opportunity. It’s a hard truth to accept, but setbacks can become crucibles for positive change and growth. Anything that disrupts your routine, forces you to reexamine your goals or makes you change course can be a good thing in the end. Early in my career, I was reorganized out of the PR department I loved and into the government relations department. At the time I was upset and fought the change. As it turns out, I had the opportunity to work for one of the best bosses I’ve ever had. In my new role, I learned the ways of Washington, spent time on Capitol Hill, wrote testimony and issue papers, and spoke to reporters about legislative and regulatory concerns. It was a great training ground for my later job as a public affairs director.
Believe in yourself. It often seems that everyone in an organization is a PR pro—except you. Accountants, attorneys, lobbyists and IT people are accorded expert status, but the lowly PR guy gets no respect. Everyone tells him how to do his job or fails to tell him what he needs to know to do his job. Once, when I was working day and night to execute a name and logo change for an organization, the head of IT came by to see me and sketched on a piece of scrap paper the logo that he felt was the perfect solution for us. While well intentioned, his visit reminded me that outsiders tend to view our work as easy or superfluous. This mentality, unfortunately, puts PR budgets and staff at higher risk for cuts. Some of this goes with the territory, but some of it can be prevented by believing in yourself and your capabilities, doing your homework and demonstrating that PR and marketing can make important contributions to the bottom line.
The one distinct advantage that PR and marketing people have (or should have) over everyone else is their creativity, their willingness to think outside the box. That’s huge, and it’s our saving grace when the meat cleaver of budget cuts falls unevenly or austerity comes knocking at our door.
Jay Morris is president of Jay Morris Communications LLC, an independent marketing and PR firm in Alexandria, Va. He blogs at wayward journey.com and tweets at @JayMorCom. He also serves on the boards of PRSA-NCC and the Independent Public Relations Alliance.
A comprehensive social media survey by the Pew Research Center conducted over several years to evaluate who uses social media and which platforms has been released.
Among adults, Facebook gets the most use. Percentage of adults preferring social networks are:
- Facebook, 67%
- LinkedIn, 20%
- Twitter, 16%
- Pinterest, 15%
- Instagram, 13%
- Tumblr, 6%
Women use social media 9% more than men do.
Check out what Deborah Brody has to say about making the most of your business cards.
In this age of smart phone bumps and cloud-based contact lists, it may seem a bit old-fashioned to advocate for the business card. But the business card should be the ace player in your budget marketing arsenal. A business card is cheap (relatively speaking), portable and useful. It gets your information right into the hands (and hopefully, databases) of the people you connect with. Done well, a business card keeps you connected with your prospects and brings you business.
However, not any old business card will do. You should spend time (and money) to get this little piece of marketing real estate done right. If someone picks up your business card from a pile of cards, it should be immediately obvious who you are and what you do. Following are some tips to make the most of your business cards.
Spend the money to get professional graphic design. You could do this as part of a letterhead and/or logo package, if you are just starting out. You aren’t like everybody else, so why have a non-customized card? Make sure to use your colors, logo and maybe even an image.
Print your cards professionally, on good paper stock. Nothing says unprofessional more than flimsy cards printed on your ink jet printer. There are many online, digital printers that will do your cards for a fraction of the price you would pay a traditional offset printer, while making them look spectacular.
Make the best use of the space you have. This means using the back of the card, perhaps to list your services, provide your bio, offer a discount code or even have a version of your card in a different language.
Include as much information as possible, thinking of what would be relevant to someone looking to do business with you.
Information that must be on the business card includes:
- Your name and title
- Organization or business name
- Email address
- Tagline and/or short description of what your organization does (if not obvious from the name)
Other items you may consider adding:
- Twitter handle
- LinkedIn information
- Testimonials from clients
- Skype information
Finally, a word about design: Some folks get uber creative with their business cards, and in some cases, that helps to bolster their brand or show off their design chops. However, weird card shapes may be a conversation starter or be more memorable, but they are less likely to fit in conventional card holders or card scanners. Keep that in mind. Same goes for the layout. I prefer a horizontal layout, since that is how most cards are read.
I wasn’t the only social media denizen who scratched their head and said “Really?” in response to the SEC’s ruling a few days ago that cleared the way for public companies to disclose material news via social networks. It turns out I was in good company, as many others looked in askance at the ruling too, including Fortune’s Dan Primack (“
Remember, direct mail and email still beat the pants off social media when it comes to ROI. As much as I love social media, I strongly suggest brands and nonprofits continue to use direct mail; print, broadcast, and online advertising; print collateral (don't neglect your signage!); and email marketing, along with good, old-fashioned PR to keep front and center with your target audiences. And don't forget to update those websites and YouTube channels! All these work together, folks...
Happy Birthday to moi!
I probably won’t be profiled in Washington Business Journal anytime soon. Doesn’t mean I can’t answer the questions. You can do practically anything you want on your birthday…
What do you really want for your birthday? I want to be told “Happy Birthday” 48 times. I hope I get Lana del Rey’s Born to Die CD, the Paradise edition.
What was your first job? I was a child actress. I got my first paycheck when I was six years old.
What’s the biggest misconception you deal with in your work? That Fletcher Prince is a large firm with a lot of employees. So, I get a lot of sales calls for stuff I don’t need.
Best business decision? Creating a short business name everyone can remember that doesn’t have too many characters to fit into social media profiles.
Your most interesting work project? My video interview program, Conversations in Public Relations.
Client you want to have? A ballet company.
How do you recover from failure? I go out for ice cream.
Guilty pleasure? Shopping at Claire’s for clip-on earrings because I don’t have pierced ears.
If you could trade places with a person for a day, who would it be? The President.
Favorite hobbies? Blogging and road trips.
Pet peeve? Men who don’t take their hats off indoors. It should be a punishable offense.
What’s on your iPod? Keane, Al Green, Metric, Watson Twins, Bryan Ferry, Florence + the Machine, Zero 7, Linda Ronstadt, Adele, and so many others.