UKAWP - THE LEADING INDUSTRY BODY FOR THE UK WEDDING PLANNING MARKET

Archive for the ‘PR’ Category

Top Tips on using Twitter

Thursday, July 29th, 2010

We are excited to start our series of posts by guest blogger and social media guru Keren Lerner of  Top Left Design.  Keren runs a highly successful web design business, is a prolific networker both off-line and on-line and has a mountain of knowledge that she’s willing to share on getting the best out of your blog, and the use of social media, specifically focussing on Twitter.  Her first post focuses on understanding glossary definitions in Twitter.

5 Basic Glossary Definitions for Twitter users

by Keren Lerner – guest blogger and director of Top Left Design

twitter-glossary-pic

As a true fan of Social Media and of the powers of Twitter, I have been observing new users for a while now, and have had the privilege of training those who have an interest in using Twitter more effectively.

Twitter has a lot of strange things unique to it – punctuation marks and abbreviations which may look like alien-speak to anyone who hasn’t learned it. Although there are many guides online (I particularly like the Mashable Twitter Guidebook) I can see why a lot of people might look at the stream of tweets and wonder what is going on!

There are only 5 basic ones you really need to know- once you understand them you will be well on your way. – hashtags, RTs, @replies, mentions, and url shortening.

Retweeting means repeating someone else’s tweet. The basic way is to put the abbreviated RT, then their @name, and then paste their same exact tweet. There are other ways (for example using the “retweet button” but the old fashioned way is my favourite as it shows up in the list of mentions.

Hashtags (eg #WeddingWednesday, #Photography or #FollowFriday #FF) – putting a hash sign next to a word makes it a link which if you click on brings all the tweets with that same topic mentioned. You would put a #, then no space, then the word. This is great for Twitter searches – adding one of these makes you be found and possibly followed by a lot more people.

URL shortening – you can paste a long URL in a url shortening tool (I prefer Bit.ly) to generate shorter URLs for your article links – this looks a lot cleaner and more professional

Replies – Reply to other’s tweets from your update box by typing “@theirusername” followed by what you want to say – or hovering over their tweet and clicking on the “Reply” button – which makes their @username show up in the update box. @replies appear in the public timeline – so they are part of a public conversation. It’s a good thing to use them as this is what makes Twitter interesting – seeing the conversations between people, and potentially being able to join the conversation!

Mentions: Using someone’s @username in your tweet is called a “mention”. This would show up in their replies and mentions part of their Twitter page (on the right side, under @theirusername). Including this in your Tweet, you will in a way be talking ABOUT them and they will see that. So, for example if you tweeted “Had a great meeting with @topleftdesign and @tamhall – they are fantastic” then you are in a way promoting us, and we can also reply to you and say “@ThisIsLisa thanks, it was great to learn all about your VA business – you really know your stuff”. As this is all part of the public timeline, this is a way for others to promote you too!

I hope that has been enlightening and I welcome your comments on this – you can even tweet me (just put @topleftdesign in your tweet) with your feedback. I will then reward you with some other useful tips!

Thank you Keren.

Having a plan!

Thursday, July 1st, 2010

Today we hear from our regular guest blogger, Paula Gardener of Do Your Own PR  on PR strategies. Basically, have one from the off!

 PR Strategies – 7 Reasons Why You Need One Right Now

 

1. Just Getting It Done
 
Without a strategy, PR does have an annoying habit of getting pushed to the bottom of a to-do list. After all, it’s rare that journalists actively contact you (unless you are a member of our club perhaps!). Every PR campaign has to be self-motivated and maintained. Having a PR strategy with clearly defined jobs and deadlines makes PR much more likely to happen.

2. It Amplifies The Results From Other Marketing Activites
 
Having a PR strategy will reinforce the work you do in other areas. You can tie your advertising, online and offline marketing and newsletter into the same theme as your PR campaign so that they all pull together. This also means that you can re-use material too, taking the core and using it in your marketing material, press releases, articles, tip sheets and newsletters.

3. It Helps You keep Up
 
Even if you don’t have a PR strategy you can bet your competitors do. It can be gutting to watch what was once your contemporary steam ahead in both profile and sales – I know I have been there in a previous life.

4. It Gets You Serious
 
You know you need a PR strategy long-term, so why put it off when you could be stepping up and stepping into the serious business that you really want to be?

5. You will get added benefits
 
Implementing a PR campaign will bring you so much more than just mere press coverage. You will increase in confidence, tackle a new skill and build relationships that will impact on your business over and over again.

6. And about building those relationships..
 
A press campaign is not just about sending out press releases, but about building up a relationship with the press…talking to them, perhaps even taking time out to meet them. Just like a friendship, a relationship with a journalist can’t be rushed…so why are you waiting around when you could be making a start?

7. Planning for the Future
 
I do come across businesses who say they will implement PR when they have the budget or have grown to a certain size. This is all very well and good but don’t they realise that they could be reaching those budgets or that growth now with the help of PR! Getting started on a PR campaign and then handing it over to a company or freelancer later puts you in a fabulous position. Having done PR you’ll know what you are talking about, be able to spot the deliverers from the mere promisers and be able to contribute to what should be a long-standing relationship with your PR agency.

Making space for PR

Tuesday, January 26th, 2010

 

We know we talk PR a lot here at UKAWP but every planner who’s been in business a while and used PR well,  knows that it works. Today we hear from the highly practical and ever-insightful Paula Gardner  of http://www.doyourownpr.com, who shares more of her tips with us;  Paula is one of our expert guest speakers at WPE’10 next month and we look forward to her tailored talk on enhancing our PR strategies as wedding planners.   Over to you Paula:

The first step to running a PR campaign is to actually make time for it. Let’s face it, many of us have lots of good intentions PR-wise, and maybe even some fantastic ideas, but somehow they don’t all quite come to fruition. One of the frustrating things about PR is that journalists rarely call you up asking for stories. The momentum is all self-generated, and you have to keep on top of it to stop PR falling to the bottom of your to-do list.

 So, I am going to with share you a little exercise I do every few months and find to be really valuable.

Ditch Delegate or Do!  

When you’re doing your own PR one of the most important things you need to master is time-management so that you have the time and space to devote to it.

 And, as the old saying goes, if you carry on doing what you’ve always done, you’ll carry on getting what you’ve always got (or something like that!).

 So, here are a number of steps that will help you free up some time that you can put to building your own buzz.

Step One

 Make a list of everything that you do on a regular basis for your business. This should include everything that you literally do and how much time you spend on it. This could be checking your emails every five minutes, writing your newsletter for a couple of hours twice a month, posting to syndication sites, carrying out your actual business, or cleaning the office and making sales calls.

  Step Two

 Make a list of everything else that you do in your work time that isn’t work orientated. For me that includes emails to friends, playing Spider Solitaire when I need to turn off for five minutes (and those five minutes inevitably end up as twenty!).

 And now the fun bit…

Ditch

 What tasks or activities can or should you say goodbye to? Take a look at what results you’ve been getting – if you regularly write for a site that brings you in a grand total of five newsletter sign-ups each six months then can your time be put to better use? Can you turn your Outlook or email provider off and only check twice a day? Can you sack any clients – you know the pain in the proverbial ones that bring you in hardly any money but take three times more time and energy than all the others ones? Is there a pet project that you’ve been trying to get going but know, in your heart of hearts, just doesn’t justify the time you’d need to spend on it (boy, do I have plenty of those!)

  Delegate

 Is there anything on your list that you can delegate? Perhaps you can get your assistant to write your PR tips (good experience for them too), get a VA to send articles to syndication sites, or an intern to upload your regular press releases to all the free press sites out there (at least half a day’s work)?

  Do!

 

 Here come the plans…think of all the PR activities you could be doing (or doing more of). Here are just a sample…

     * Writing Press Releases

    * Writing Tip sheets

    * A regular newsletter – or writing your current one twice as often

    * Posting on forums and blogs with links back to your website

    * Blogging

    * Twitter

    * Writing articles and posting them on syndication sites

    * Networking online

    * Networking offline

    * Arranging meetings with journalists

    * Approaching features editors with ideas for articles you can write

    * Posting press releases to newswire services

 

If you’re already doing some of these, look at the results you are getting. Do they justify spending more time and ramping up the activity? Or perhaps you’d like to add something new to the mix.

 What one thing from this list could you do that you know (gut instinct!) would raise your visibility? Or alternatively, what appeals and piques your interest? What do think you’d enjoy (because enjoyment is such a large part of getting it done regularly).

 You should now have some spare time in your diary as a result of the projects or actions you’ve got rid of or passed on. Fill that time with your new PR activity and make sure it is in your appointment book, just like any other.

 Finally, make a date with yourself to do this exercise in another three months. and add another PR activity to your mix.

 

 Get your own starter PR resource pack plus a free trial of our media request service at:

  http://visitor.constantcontact.com/manage/optin/ea?v=0018aaLHdu4GfSgHuhbQI8XADfgnJ0W-pKZ

You and Your Wedding magazine at WPE

Monday, January 18th, 2010

We’re really delighted that we’ll be joined by the lovely Vanessa Mason (née Gore) at WPE ’10. Vanessa is Style Editor at key bridal title You and Your Wedding and is a creative genius whose job on a daily basis is to come up with and style the beautiful ‘Receptions’ sections that grace the pages of the magazine. She’s a trend setter with a great creative eye and we are very much looking forward to hearing from her on trends in design for 2010.

She will also cover how we planners can work best with editors such as herself to get maximum press exposure for our businesses. What she is looking for, what’s the best way of working etc etc. It’s sure to be unmissable.

For more information on this and other subject speakers go to WPE . We hope to see you at the seminar.

yayw-logo

The 7 Deadly PR Sins – How we sabotage our own PR!

Tuesday, December 1st, 2009

The UKAWP know Paula Gardner very well due to the workshops she has done for us not to mention the fantastic coaching she gave attendees at WPE ’09. Her advice is always concise and easy to fully, she is presenting again at WPE ’10 so do come along and meet her in person.

 

One of the difficult things with PR is that journalists aren’t generally chasing you – it’s very much up to you to find the motivation and self-discipline to get it done. But, interestingly, even when we do do it, we sometimes sabotage our own efforts. Take a look at what I mean….

1. Not Making Time

Because PR is very much self motivated it’s easy to put it to one side for that fantastic day when you don’t have anything else to do. And we all know that that day never happens. You need to spend at least an afternoon or morning a week on PR to see results. Any less and it just won’t be worth it.

Solution: Choose a few consecutive hours and mark them in your diary as PR time. Keep them sacred – just as you would do for a weekly exercise class – and let nothing interfere. It might take a while to see the results but they will happen, I can assure you.

2. Faffing About

This is one trap that I see a lot of people fall into. At networking meetings I often hear phrases such as “I intend to really get started on PR when I’ve finished tweaking my website”. Then three months later you meet them and they say the same thing. Or sometimes it’s “I’m just about ready but first I wanted to have a chat with my business advisor, coach and accountant about my goals and then we’ll put together an overall marketing strategy.” Argh! Stop it! Websites can be tweaked as you go and, although consultations with professionals are important and valuable, there comes a time when you’ve just got to take that leap and do it.

Solution: Think Nike – just do it.

3. The Big Scary Press Release

For many this can be the biggest stumbling block that they’ll come across and this is where their PR campaign comes to an end. Full stop. But the important thing to remember about press releases is that one press release isn’t going to change the future of your business – it’s the persistent drip drip of getting your name and story out to the media that is going to do that.

Solution: get someone else to write it, or try our Write Your Own Press Release ecourse

4. Not Following Up

I know – you’re busy. We all are. And it is perfectly possible to conduct a PR campaign without picking up the phone. But anything you do will be maximised by following it up and building up relationships with the press. Almost every one of my coaching clients who have admitted feeling anxious about doing that have all gone onto being able to do it in the end. Some even experience a great buzz because they know that the results are well worth that anxious gulp just before you pick up the phone.

Solution: Start small – try your local papers or a small circulation magazine – and work your way upwards. Or you could try our Cold calling Crash Course and get personalised feedback on your own technique.

5. Falling into the “I Wanna be Famous” Trap

Yes, it is rather nice if Ideal Home magazine wants to interview you about your new bathroom but if your business is actually running a holistic health clinic then is it really that relevant? I’m not saying don’t do these things if they come up, but use your active PR time to focus on getting coverage in publications and places that will actively promote your business.

Solution: Think carefully about who and what you need to focus on and keep to your list. Pin it over your desk to remind you daily if necessary.

6. Not Doing Your Research

Contacting a publication that only runs celebrity stories with a press release on the launch on your cleaning business is a waste of both your time and theirs – unless one of your clients happens to be David Cameron or Madonna.

Solution: Look at your publications and the stories they currently run. If they like stats and facts, get some from somewhere; if they like human-interest stories, see what you can do to tug their heartstrings with your own – or a clients’ – story.

7. Being Too Successful

The honey trap of PR! Good PR inevitably raises your profile and brings in new work but the danger is that you then don’t have the time to continue with your PR activities, and then six months down the line things go quiet again.

Solution: You need to continue to set aside a regular time investment in PR – or, if things are really busy and you feel it’s the right step to take – get someone onboard to do PR. It could be an outside agency, a freelancer or even one of your staff or a VA who is responsible for keeping some PR activity ticking over.

By Paula Gardner of www.doyourownpr.com

 

PR and Social Networking – the good, the bad and the shortcuts

Friday, October 2nd, 2009

Today we welcome back our PR guru Paula Gardener who is giving us some tips on social networking. Paula is also one of our presenters at WPE ’10  so if you love her regular tips you’ll love her in person.

Paula Gardner - Do Your Own PR

Paula Gardner - Do Your Own PR

PR used to be simple. You wrote a monthly press release, maybe an article or two, kept on top of what was going on in the news and made sure you were poised to speak to radio stations if you were able to jump in with something relevant. Today, PR is changing fast. As we market ourselves we’re expected to embrace the likes of Twitter and Facebook. We’re also told we need to blog, and hang out on forums. PR and marketing a business has become a full time job in itself.

I often see clients who have started a blog, made an account on twitter and joined Facebook, but are wondering why it’s not working for them. I often say the same thing to them, and here’s that advice.

1. Focus
Be kind to yourself and chose one thing and commit to that.  You can’t Tweet all day, do a decent blog post three times a week and connect to every man and their dog on Facebook. You will have a nervous breakdown trying to do it. And the very few that do, look as though they
a. don’t have a life and spent all theirs online
b. don’t have any clients and are desperately trying everything that might work.

If you like writing – quality as well as quantity – then try blogging. It’s a great way to connect with your readers and show the human side of your business. If you’re great at humour then have a go at Twitter – the limited word count means that you’ll need to get your message over succinctly. If you value person to person contact, concentrate on forums.

2. Branding
Think of it as marketing a brand. It may be you, or it may be your business name, but be sure which one it is. I Tweet using my PR name @doyourownpr and this ties in with my business name and my website address. I do have a Facebook account, but that’s mainly personal and I keep them separate. Decide on one name and use it in everything.

3. Research
If you decide you’re going to blog, spend some time looking at other people’s blogs and work out what you like and don’t like. If it’s Twitter that’s more your thing, just join and follow other people for a while. Look at the people with lots of followers. What is it that they Tweet about that is so interesting? How can you offer the same value or entertainment?

4. Keep It Professional
Whilst a little personal detail is nice and gives an impression of you as a real person, we really don’t want to about what you had for breakfast or that your son has headlice. Don’t get carried away. Likewise, if you are using a social networking tool for business then keep it business-like. Don’t be afraid to say no to a friend request from Jason Kennedy from primary school who used to wipe his snot on your skirt. You can keep it friendly, saying something like “I’m sorry but this is for work colleagues and you’d find it incredibly boring”.

5. Offer value
Use forums to offer advice, Tweet your own expert opinions. Don’t be afraid to show what you know – be generous. Guarding your skills and knowledge for paying clients only is not going to attract new ones.

6. Don’t be Afraid to Sell
I’m not talking about pushy sales here, but you are after all, spending time on what should be a money making exercise. If you have a special offer on, Tweet about it, put it up on your blog and Facebook page. Don’t be too shy!

7. Persistence
Give it time. You are not going to build up 1000 twitter followers in a day. Think of this as a 6 month experiment.

And the how to:

Twitter
The idea is that by sending an SMS, or visiting the Twitter website, you can send out an alert on what you are doing, or perhaps even thinking, right now. This goes out to your followers and the idea is to amass as many followers as possible. You can follow others too, although it’s a good idea to aim for having more followers than people you follow.

As I write this there are currently a number of very Twitter-savvy people who have followers in the thousands.

Barack Obama brought Twitter into his Presidential campaign, and both Stephen Fry and Jonathon Ross are well-known UK public Tweeters. I was even intrigued to find that my own sister, who works for Greenpeace in Beijing, has to Tweet about Greenpeace as part of her day to day activities.

Blogging
Blog, short for web log, is basically nothing more than an online diary. People use it to record thoughts and events (which can range from political opinions to what they had for breakfast that day). But what we are interested in is using it as a promotional tool.

Blogging has another advantage. From an SEO (search engine optimisation) point, a blog is normally updated much more regularly than a website and so more likely to get higher rankings within the search engines. So you can think of a blog as a teaser, to get people to visit and then, hopefully, click through to your website.

You can set up a free blog at www.blogger.com or, for a slightly more intuitive set-up www.typepad.com charges a small monthly fee. These will normally be hosted at a different address to your website, although the top package on Typepad allows you to direct the blog to your business address so that the address looks like a normal website address.

Facebook
I prefer to use this for personal networking, but you can set up a Group page on Facebook where you can post news about your business.

Forums
Join a forum where your clients are likely to hang out and join in with discussions, offer advice and be seen to be part of the community, making sure, if possible, that your website details are in your signature.

Come on, work with me!

Why we planners have to work work work

Friday, July 17th, 2009

I met up with two other business owners last week for some informal networking/glasses of wine and chatter! We’ve all run our businesses for some years and regularly compare notes. We all of course have our moans and niggles about our businesses. Two of us were saying to the third that we were envious that she had clients on a retainer so she could predict her cash flow to a certain extent. I was just saying how fabulous it would be to have a repeat customer and to this of course they laughed but on a serious note they realised that it’s a tough and never-ending marketing cycle that we planners go through to  gain and sell to new clients all the time.

 

But we can’t complain, according  to one of our WPE speakers last spring (business coach from Action Coach) research has shown that any successful business has to market on many fronts and not put all their eggs in one basket, very true in the case of us planners who cannot rely on a customer coming back of course. It was quoted that a minimum of 7 different forms of marketing need to be applied consistently in order to achieve success. Of course they have identified almost 100 different forms of marketing in existence and we all have our own preferences and things we’d prefer to avoid and don’t suit our style. But get trying a new technique or two this year and the results could be excellent; how about trying a mailing campaign, a local exhibition, a newsletter to past clients or a competition? After all we all need to be in good shape for what looks like a promising year for 2010.

PR in a Recession

Wednesday, June 3rd, 2009

Those of you that have attended our PR workshop or WPE seminar will be familiar with Paula from Do your own PR. She provides honest & sensible advice for small businesses empowering them to do their own PR. After all – no one has the passion or knowledge for a business like an owner. Paula will be providing advice for us on a monthly basis; she starts with PR in a recession.

It’s easy to comprehend that PR offers fantastic bang for the buck in a recession. Indeed, if you are doing your own PR your main outlay is time. But PR during a recession is not the same animal as it is during a boom time. Publications will close and there is severe competition for existing coverage. What’s more, fear and short-term survival tactics can prompt businesses to conduct their marketing and PR in a way that might even damage their reputation in the long term. Read on for Do Your Own PR’s guide to surviving PR during the credit crunch.

1. Don’t Be Tempted to Over-Use The Recession

As editor of www.chicklit.co.uk I get sent a lot of press releases, and at the moment every second release features the credit crunch or recession in one form or other. And imagine what the big publications must be getting. Using the same old hook as everyone else (unless it really is your main story) means that your releases won’t stand out, and that you will look like another copycat. Instead, think about trying to come up with a fresh and unusual approach that will ensure you stand out amongst all the others.

2. Beware Price Cutting

Whilst more buying decisions are being made on a value for money basis, don’t think that slashing prices and running offers your customers can’t refuse is going to be the answer to all your problems. Consider your brand identity – if it starts to be associated with discounting that will that have repercussions in the long term. Of course, we all want value – but what extras can you add that will make your offering so attractive that people will want to buy it regardless?

3. Position Yourself or Your Business as The Market Leader

Recessions do have casualties. Fact. And your competitors might well be amongst them. This is an ideal time to position yourself to move to the forefront. Check out your competitors’ weak points and move accordingly. If your competitors have a bad name in customer service, make that your strength and build a campaign around it. If you’re an information service business, show your clients and customers that you’ve plenty of advice and ideas for them – and give away copious amounts of it as a taster to walk your talk. It may sound a lot of effort, but it’s this effort that will ensure you stay in for the long haul.

4. Your Existing Customers are Your Best Ambassadors

How can you get your existing customers and clients to be become your very own sales force? Some ideas might be to set up a forum where they can interact and attract website traffic, or create an affiliate scheme so that they can incur a financial benefit from mentioning your products and services, or just merely encourage them to pass on your name to friends and colleagues.

5. They Are Also Your Best Source of Income

We all know that it’s more profitable to sell to existing and past clients than spend time and money trying to find new ones. On that premise what can you offer your clients to strengthen that bond between you? Last year I created in a newsletter just for clients. Called Building the Buzz, it contains more nitty gritty and how-to advice than Get Noticed, and it’s my thank you for being a client of Do Your Own PR. And do you know, it’s worked extremely well and all I have to do is write it – which is enjoyable in itself. What can you do for your clients and customers? An open evening? A card saying thank you for working with us? Come on, use your imagination…

6. Don’t Be Tempted To Go Cheap

If running events is part of your thing, then suddenly swapping the Champagne and canapés for ham sarnies and coffees is not going to help engender confidence. Of course, now is not the time to be be flash, even if you’ve got the cash, but you do have to help keep up the impression that you’re not about to fold any moment. So, with that goes other cost cutting exercises as moving to poor quality stationery, flimsy business cards and cheap and rubbish answering services. By all means, phone before sending out samples to check that they are wanted, and bring in a borrow and photo policy, rather than just giving them out for free, but consider every cost cutting exercise and the impression it can give off.

7. Think About The Press

There’s no doubt that, just like everyone else, journalists will be under job pressure.  They’ll be expected to do more in less time to keep their jobs, so presenting them with stories that are effectively already researched and written will often be pleasantly welcomed. The amount of freelancers out there will rise, so using time wisely to grow your list of freelancers is vital. Human-interest stories are always important in dark times, so pulling together your case stories is a priority. Target well – a morning on the phone talking to five journalists from publications you know are great for you, might be much more profitable than a morning spent sending one release out to 500 people you’ll never get to speak to.

Finally, don’t panic. Think things through and ask yourself, would I do this under other circumstances. If the answer is no, take a second look before taking any action.