Jump Start Your Online Public Relations for Free
They call it public relations for a reason. Although PR methodology has
focused primarily on getting the traditional media to write about your
company or your client’s company, the goal has always been to influence
‘the public’, that is those members of the population that you want to
Thanks to the infinite reach of the Internet, you have the capability to
extend that influence dramatically. But, you need to change your approach
and your toolkit as part of a 21st century PR strategy.
If your primary public relations strategy still amounts to sending press
releases to a finite number of media contacts, you fail to take advantage of
the Internet. You are not reaching the new influencers, to use Paul
You need to do do more than reach those influencers. You need to take
advantage of t... (more)
Toss Out the Company-Centric USP and Bring In the Customer-Centric ‘UBP’
to Underlie Your Content Marketing Strategy.
Don’t get me wrong. The unique part is critical. But the age old
concept of a unique selling proposition views the problem of positioning
The idea of a unique selling proposition is that you need to differentiate
yourself from the hundreds or thousands of other vendors with whom you
compete. Theoretically, if you have a really good USP, you can stand apart
from all the same old same old that everyone else is selling.
I think it’s much better ... (more)
How They Use Secret Shoppers to Catch Their Team Members Doing the Right
If you are looking for great basic meat and potatoes cooking in a casual
atmosphere, you can’t do much better than Five Guys Burgers and Fries.
While working on a client project, I had the opportunity to learn about the
way they operate their restaurants–and how they think about their customers
and their employees.
The company launched with a single restaurant in the Washington, DC area in
the 1980s and expanded conservatively through the use of 100% company owned
outlets until very recently. The fa... (more)
Adventure Training Concepts(ATC) shows us quickly and precisely what they do
and why should we should care
I met the founders of this company several years ago when they were just
getting started. I always loved the idea of what they were attempting to do
but had never looked at their website, until I reconnected with one of the
owners, Michelle Jones.
ATC leverages the Armed Forces skills of its founders to teach leadership to
the building of teams within a challenging adventure framework.
Of course, I knew what their company did because I had met them before. But I
would have b... (more)
The best small business solution is to eliminate a separate blog and website.
Unfortunately, typical small companies often misunderstand the power of a
business blog–and cannot envision how it can and should be the driving
force behind your online presence. Your best bet is to leverage the power
of blogging software to create an online presence which is, at once, timeless
Most of us began with a website that contains static content that was never
intended to change much over time. Your static website will be an essential
source of product, service, and company data t... (more)