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By Alex Irving, on February 6th, 2010 —
 It Used to Be Simpler
 Those of us in the PR game a decade ago remember when internet press release distribution was a paid service offered mostly by PR industry dominant media services. Bacon’s & Burelle’s (renamed Cision and Burelles Luce respectively). These industry biggies offer PR professionals and companies full-service media research, lists, & clipping & monitoring for blogs, print and TV. In the past couple of years, excellent upstart Vocus joined the battle for our hearts and minds.
These major media services all have annual subscription fees that although not inexpensive (read thousands), to their credit and favor, have all designed affordable packages for small businesses that are serious about their PR. They’re worth your time to learn about.
Dominant Internet-Only Distribution Services
Like Cision and Burelle’s above, PRNewswire and PR Web were pioneers of the internet press release. They offer a variety of enhanced services that assist less experienced news release writers in creating and distributing news releases as well as additional packages of distribution you probably wouldn’t be able to access otherwise. Again, well worth the value until you get to know more about optimizing your news releases. Their cost varies from $80-$400 per release. At last check, PRNewswire had an annual membership fee. PR Web had no membership fee.
Two Benefits of Internet Distributed News Releases
- SEO (Search Engine Optimization). Search engines ‘like’ optimized press releases. Well written, they are good subject matter and, well designed, have the right SEO ingredients to become ‘backlinks’ to your website. You’ve experienced the result when you do a web search and find multiple links (from the same domains) with your search term in the title. If it’s a good headline (Title) and ‘Description’ (first paragraph) , searchers click through to have a peek and you end up with a website visitor.
- Journalists doing story research use the web extensively looking for research information, subject matter experts and fact checking. For the same reasons as in #1, they might grab your news. Here’s where your content really becomes critical. Fluffy copy, puffery and overly descriptive adjectives need not apply. You can find good press release writing tips at Bill Stoller’s website. Smart Guy Bill.
A Plethora of Free
In the Supernova of internet access in the last decade, literally hundreds of free press release distribution services have surfaced (maybe thousands?). Which ones to use?
Here’s a little help. We’ve gathered the following sites that should meet your needs nicely. Invariably we’ve missed some ‘newer-gooder’ ones, so drop a comment below and we’ll update this list.
Free Press Release Websites
We’re not plowing new turf gathering this kind of information so here’s some good homework with a top 50 list assembled by Avangate who has Google Page Rank ordered them.
Our Own Current List:
Pitchengine.com – A Suggestion
With a tsunami of social media washing over the world, it wasn’t surprising to find an enterprising young person (Jason Kintzler) creating a website to help both bloggers and press release writers gather their related material (photos, videos, print material and other media, into one convenient resource and link(s) offering helpful, organized and ‘enforced’ SEO guidance. That’s pitchengine.
You get to post your ‘stuff’ for 30 days for free or you can pay $35 a month to keep an unlimited amount of your material for as long as you continue your subscription. We recommend it. Our Pitchengine links always pop to the top of the charts.
Writing a Good SEO Optimized News Release
Whoa! A subject for another day. We’ll start in working on that one for you this weekend and link it to this post when finished. We think you’ve got enough to keep you busy for days.
Share Your Information
If you discover valuable new resources everyone should know about, comment below and we’ll update our list for everyone’s benefit.
What Results Have You Had From Your On-Line News Submissions?
Photo credit: trevarthan
By Alex Irving, on January 8th, 2010 —
 You Recommend Clients Change their Look, Don’t You?
“It is not necessary to change. Survival is not mandatory.”
– William Edwards Deming (1900–1993)
Every hairdresser you know loves to be in the ‘news’ and to find a measure of fame … Why not? It’s a noble goal … and very doable for those willing to plan for, invest in, and put the sweat equity into obtaining it.
You need a few basic ingredients of course … talent and skill, a personality, and a decent work ethic. Of course that does sound like a whole lot of hairdressers you know who aren’t getting very ‘noticed’. So there must be something else we haven’t mentioned yet.
No, we’re not talking about hiring PR and marketing gurus. Of course it helps to have someone who knows the ropes, but that has more to do with ‘making a fuss’… more about that in a moment. First you have to think ‘newsworthy’.
What’s News?
It’s not remarkable that if you drop the ‘s’ from the word ‘News’ you have the word ‘new’… a discovery, something unique, something no one has heard or seen before, a ‘light’ people haven’t seen you in previously … something newsworthy. It doesn’t matter if you’ve been ‘in the news’ and ‘famous’ before, although it does help during the ‘fuss’ process.
But, even if you’re previously famous, unless you’re doing something ‘new’, you aren’t ‘newsworthy’. Unless you innovate, remake, redesign, reform, or re-something, you’re a retread. You can’t repeat the same act to the same audience and expect them to be re-thrilled for long, no matter how famous you are. Once they’ve seen your act, you’re pretty much done.
 Photo by Phil Hawksworth
Change and Innovation are Mandatory
The world is pulling out ahead of all of us, all the time. Innovation comes fast and furiously all around us. ‘New’ concepts and technologies are emerging everywhere. So what do we have to do to become ‘newsworthy’?
Find one thing that pulls you out ahead in some way, somehow, if only for a moment … and while you have the lead, then make a big fuss so everyone around you notices. Do that repeatedly every time you pull ahead for a moment and you begin to grow the circle of those paying attention to you. You achieve ‘fame’ in an ever-widening circle. It’s a process, not a rocket ride … BUT FIRST YOU MUST INNOVATE.
The Fuss
The fuss we keep referring to is the PR, advertising, and promotional processes … the mechanics of writing a good news release, telling a good story well, making phone calls to targeted local and/or national media, taking out ads, mailing promotional material, and in general doing whatever you can afford to do to share your story with as many people as you can reach every time you pull ahead for that moment. Yes, of course it helps to have public relations and marketing people to help you make a fuss, but don’t expect them to be very successful retelling your ‘old’ story … that’s old news … save your money.
Bottom line
What you DO is the secret. How you INNOVATE and REINVENT is paramount. So before you spend your time and money making a fuss, decide what you are going to DO this year that is worth paying attention to. If you’re going to spend money, spend it on someone that can help you see and do things differently. Worst case … Just do one new thing in 2010.
It All Begins with a List and a Plan
- What do I need in 2010?
- What do I want in 2010?
- What worked for me last year? What didn’t work for me?
- What is my plan FOR 2010?
- Who can I hire to help me innovate?
- What is my budget to innovate?
- What is my timeline?
These are tough questions. That’s why most people don’t make the effort. Those that do … and at least try … have a chance at succeeding
Have a great 2010 everyone!
Alex and Sharon
P.S. You can also read this post ( privileged to be included) with some truly brilliant content in the January/February issue of Vivienne Mackinder’s MOD Magazine
What’s new with you? Share your comments.
If you feel this blog post worthy, please share it with a friend using the Share icon below. That’s how we grow.
Out with the Old … In with the New
“It is not necessary to change. Survival is not mandatory.”
– William Edwards Deming (1900–1993)
Every hairdresser you know loves to be in the ‘news’ and to find a measure of fame … Why not? It’s a noble goal … and very doable for those willing to plan for, invest in, and put the sweat equity into obtaining it.
You need a few basic ingredients of course … talent and skill, a personality, and a decent work ethic. Of course that does sound like a whole lot of hairdressers you know who aren’t getting very ‘noticed’. So there must be something else we haven’t mentioned yet.
No, we’re not talking about hiring PR and marketing gurus. Of course it helps to have someone who knows the ropes, but that has more to do with ‘making a fuss’… more about that in a moment. First you have to think ‘newsworthy’.
What’s News?
It’s not remarkable that if you drop the ‘s’ from the word ‘News’ you have the word ‘new’… a discovery, something unique, something no one has heard or seen before, a ‘light’ people haven’t seen you in previously … something newsworthy. It doesn’t matter if you’ve been ‘in the news’ and ‘famous’ before, although it does help during the ‘fuss’ process.
But, even if you’re previously famous, unless you’re doing something ‘new’, you aren’t ‘newsworthy’. Unless you innovate, remake, redesign, reform, or re-something, you’re a retread. You can’t repeat the same act to the same audience and expect them to be re-thrilled for long, no matter how famous you are. Once they’ve seen your act, you’re pretty much done.
Change and Innovation are Mandatory
The world is pulling out ahead of all of us, all the time. Innovation comes fast and furiously all around us. ‘New’ concepts and technologies are emerging everywhere. So what do we have to do to become ‘newsworthy’?
Find one thing that pulls you out ahead in some way, somehow, if only for a moment … and while you have the lead, then make a big fuss so everyone around you notices. Do that repeatedly every time you pull ahead for a moment and you begin to grow the circle of those paying attention to you. You achieve ‘fame’ in an ever-widening circle. It’s a process, not a rocket ride … BUT FIRST YOU MUST INNOVATE.
The Fuss
The fuss we keep referring to is the PR, advertising and promotional processes … the mechanics of writing a good news release, telling a good story well, making phone calls to targeted local and/or national media, taking out ads, mailing promotional material, and in general doing whatever you can afford to do to share your story with as many people as you can reach every time you pull ahead for that moment. Yes, of course it helps to have public relations and marketing people to help you make a fuss, but don’t expect them to be very successful retelling your ‘old’ story … that’s old news … save your money.
Bottom line
What you DO is the secret. How you INNOVATE and REINVENT is paramount. So before you spend your time and money making a fuss, decide what you are going to DO this year that is worth paying attention to. If you’re going to spend money, spend it on someone that can help you see and do things differently. Worst case … Just do one new thing in 2010.
It All Begins with a List and a Plan
- What do I need in 2010?
- What do I want in 2010?
- What worked for me last year? What didn’t work for me?
- What is my plan FOR 2010?
- Who can I hire to help me innovate?
- What is my budget to innovate?
- What is my timeline?
These are tough questions. That’s why most people don’t make the effort. Those that do … and at least try have a chance at succeeding
Have a great 2010 everyone.
Alex and Sharon
By Alex Irving, on December 7th, 2009 —
Our friend Jerry Tyler has an amazing attitude toward life, his career, his industry and his family. Sharon and I are proud to call Jerry a friend and applaud his many contributions over his 35 + years in the industry to the lives of so many professionals in the industry, from students to wizened old pros. Thank you Jerry for your friendship, inspiration, and view of life in the world of beauty we all live and play in.
Reprinted with permission from The Stylist & Salon Newspapers, this post is Jerry’s December column in the magazine. You can read more of Jerry’s columns here
Photo courtesy of Alaska Dude
 The Road Less Traveled
As the year comes to a close I am prone to stop and take stock of what I have gained, learned and lost on life’s “Blue Highways.”
So here is one for the road.
The first thing I learned is the awesome power we have to create opportunity in times of adversity.
The real key here is not to give attention to what we are challenged with, but to keep a clear focus on our dreams and desires with unwavering faith they are ours to have. There is always a choice between what we are confronted with and how we act on it. We are only bound by our own self doubts and fears that keep us from moving forward.
If all we see ahead are barriers and constraining boundaries we will always be confined to the landscape of that vision. Conversely if we see boundless abundance and unlimited potential, then the Law of Attraction will move people, places and events on our behalf. Our dreams and aspirations will be our assured reality.
In challenging times, moving our spheres of influence and personal power outward can create room to grow financially, professionally and personally. This power lies in all of us.
As an educator, I notice an example every time I place a pair of shears in a student’s hands on their first day of beauty school; I get their look of momentary fear of the unknown. “I don’t know if I can.” or “What if I make a mistake?” I look in their eyes and tell them: “Your future is now, it starts right here, there is no someday.”
The greatest responsibility I have learned is to always affirm the inner beauty and future mastery of evolving new professionals. Guide them and be the good example of what they can aspire to be and hopefully grow beyond.
The secret is when we attend to this task, we get better. We become more inspired by being inspiring, we radiate inner beauty and grace because we are nurturing those attributes in our emerging professionals in a quest to grow our industry from the inside out. We become mentored while mentoring, as we remind ourselves of what it is to be true to the path we need to create for them to follow. It is the balance between nourishing and nurturing.
Another truth is the challenge to embrace change, to be in the now, and accept the new. To live in the past is to stay there, while the ever-changing world moves on without us.
Resisting change is like fighting to restrain a freight train that is already leaving the station. The more it picks up speed the more energy is needed to get it to stop. Creating positive change is also like a freight train. It hardly seems to be moving at all. This is where tenacity and perseverance comes into play.
If you don’t give constant attention to moving the train forward it will stop and the journey won’t continue. At first the train may seem to barely moving, but once it catches speed you can’t stop it. Are you on board the train or back in the station? Don’t let life leave without you.
No matter how focused we are on the destination our journey is taking us, life sometimes throws curve balls. Often we don’t see it coming. Sometimes, all we can do is dive and not get hit. Then what? The natural reaction is to lose or trade in our joy for anger and frustration at things beyond our momentary control. Often these circumstances are a wake up call to bring us where we need to be. We may have lost our sense of direction and don’t even realize it.
One of the unrealized blessings from these reality checks is to be grateful for the long term benefits these departures and detours provide us. No matter what is placed in our way, either by design or default, how we let it affect us is our choice. Nothing truly happens by chance. If we are going to succeed or fail, we have everything to do with it.
In the end it’s facing challenges, providing meaningful solutions, and awaiting success that make this all worthwhile. No matter what, it is all because we did it on purpose. I know I won the race because I am tired from the effort. I know I fell short of my desired success because I tripped. I have to get up, dust myself off, refocus and persevere toward my intended goal.
Those who stand on life’s sidelines may applaud those who won the race, but the difference is, they will never know the thrill of victory or the temporary pain of defeat. They were not part of it, they didn’t enter the race, they weren’t present in the game of life. True abundance in life is not a spectator sport. One of my mentors once told me that this is all we get in this go around, so just go for it. This is not a dress rehearsal for the next life. Now go produce a standing ovation with standing room only to a sold out house!
As I roam the Blue Highways on the road less traveled, I will always be grateful for the gift to share with my industry partners. This has been for me, as I hope it was for you, an amazing year full of promise for new horizons. I wish you all a happy and festive holiday season and prosperous New Year.
By Sharon Esche, on November 23rd, 2009 —
 Thia Breen - President, North America, Estee Lauder Companies I love meeting amazing and straightforward people like Thia Breen. She lifts me up with her own phenomenal career success story but stops me cold with forehead-slapping simple solutions to ‘OPSCOCC’ – other people’s self-created overly-complicated career challenges! (my term, not hers <g>) How does Thia know about all that? She was one of those ‘other people’ once! I recently inhaled (along with 300 others) every word that Thia shared as guest speaker at the Beverly Hilton for the Cosmetic Executive Women. It was all part of CEW’s ‘West Coast Women In Beauty’ Series addressing “Building Beauty, Brands and Careers”. I have to admit to you that Thia won me over at the phrase…
… ‘bloggers are the new beauty editors’.
Remember that as you increase awareness of ‘your’ brands: You, Your Salon and Your Services.
I figure that if anyone can keep any of us from catching ‘OPSCOCC’, it’s the person who oversees 29 of The Estee Lauder Companies’ brands for their North American operations (including our salon world giants Bumble & Bumble and Aveda). Surely, stress and hard work are no strangers to this role-model beauty industry career pro in the retail world and now professional side of beauty. We would all do well to pick up a few career-building tips from her no matter who we are and what our level of experience within the beauty field. New stylist … salon or spa owner… seasoned colorist … aspiring student … corporate exec or publicist/writer like me … we can never forget that at those times when our career feels like we’re running in place but going nowhere fast, it’s probably ‘little ole me’ who is standing in my own way and self-sabotaging my advancement.
 Now in her later 50’s, Thia Breen remains a knowledge ‘sponge’ and a passionate powerhouse every day at work, be it at the office or most often, on the road and in department stores. She inspires others to work smart – not harder, be organized and above all, ‘get a life’. Carving out quality, nurturing personal time is key to performing great on the job and getting ahead.
We all know we can get to feeling ‘sluggish’ at times and can easily drift toward blaming other people and things for our own ‘ho-hum status quo’ career. I have no time. I can’t work any harder than I do. My boss doesn’t notice my good work. Or the flip-side classic: I know my boss sees what I do and will promote me soon.
These statements are all what I’ll call the ‘self sabotagers’ But after listening to my newest ‘fav’ role model, phrases like these are officially ‘shunned’ from my vocabulary and brain waves from this blog forward!
Allow me to share how Thia got through to me…and maybe you, too (if you’re open to what the President of 29 amazingly successful companies has to say <g>). Let’s start getting out of our own way and unleash that career path! As Thia quipped to us that night: “The beauty business is a great business to be in. Just think of what you looked like this morning – and now, how you look tonight.”
Top 10 Tips For Greater Beauty Career Success: Inspirations from Estee Lauder’s Thia Breen
- Compartmentalize: - Thia keeps her amazing focus on many different things during the day by ‘leaving work in her mind’ at night. She loves being home and turning off her Blackberry at 8pm to just relax and ‘be’. At 8am the next morning, the Blackberry is back on again and Thia is back at work and focused 100% on the work at hand. (Thia admits that early on in her career, she was th essence of “all work and no balance”.
- Make Something Happen: Thia encourages us all to not be afraid to make decisions. She says ‘Be Fearless!’
- Don’t Be Afraid To Make Mistakes: You don’t want to move too fast or quickly but just look around the corner, anticipate what’s coming, and MOVE.
- Be Sensitive To Other People’s Feelings: It’s great to be an achiever and successful, but avoid that ‘killer instinct’ and the desire to be #1 at someone else’s personal expense. You don’t have to be ruthless or hurtful to get ahead. Be very aware of other people’s feelings!
- Be Aware Of How Your Customer Is Responding: Thia reminds us that the consumer or client today has been changed forever by a number of things…technology, the economy, media, etc. She/he is thinking differently about everything. Some consumers just want information when she wants it and doesn’t want to be ‘sold’. Others love the element of ‘service’ like the ‘beauty advisor’ at the department store counter (and certainly the professional in the salon and spa!). Everyone today loves ‘value’ – and many love ‘options’ (like having choices of smaller-size products to try before committing to the big size of something).
- Manage Yourself, Too – Avoid the ‘24/7 Mentality’: You need down time! From the management perspective, Thia wants her team to have ‘non-work’ on their schedules to really look forward to. In my business, those who are working that 24/7 schedule are just plain working too hard. “They ‘crash and burn’ when I really need them…like over the holidays when things really get busy, etc. I tell them: “Your jobs aren’t that hard!” A good manager has to manage herself, too. You just get duller and duller with a 24/7 work mentality.“
- Give Feedback To Others: Thia shared that a good manager has to give consistent feedback to be effective. According to this ‘ultimate manager’, good feedback means saying things ‘whether people like it or not’.
- Get A Mentor: If you don’t have a career mentor, then get one. Thia reminds us that very often, you need mentors to advise you along your career path. Says Thia: I had mentors…and remember one in particular early on in my career who really believed in me…who took a chance on me. It made a big difference.
- Make Your Own Career: Sad but true…there are a lot more bosses that are ‘not great’ than bosses who are. Don’t assume they are always going to recognize your talents and pave the way for your career promotions. Thia remembers learning a critical lesson in her first days working in a small-town drug store in Benson, MN. – “I learned the hard way that I am totally responsible for my own success. Up until that time (that I first got fired’), I kept expecting – believing — that there would always be someone else there to take charge of my career. I also learned that it is entirely up to you, and you alone, to ask for what you need.”
- Customer Service Reigns Supreme: I couldn’t agree more with Thia…and what she says is as true of our professional side of the beauty biz as it is of her retail beauty world and brands. “The only thing that really matters is customers coming to the beauty counter,” she says. “If someone gets great service, that’s the reflection of the brand.”
What was your biggest career success blunder?
What did you learn from the experience?
By Alex Irving, on October 17th, 2009 —
At Lightning Speed in Today’s World.
 We just got our October issue of Beauty Industry Report (BIR) and immediately noticed Editor Mike Nave wrote the ‘Guest Columnist’ column himself this month. That’s unusual. Obviously, he had something important to say.
Mike’s topic was about bad PR. He was annoyed. Annoyed enough to need to share it. I reprint it (with his permission) in this post because there is no link to his ’subscription-only’ newsletter on the web.
This is an excellent lesson in ’silent’ bad PR. Mike isn’t making public the name of person who was the straw that broke the camel’s back that kicked his pen into gear, but when asked, he was willing to share it … with a friend … off the record.
The Lesson?
It’s what you do, not what you say, that is your best, and worst, PR. And, just because your name or company doesn’t appear, doesn’t mean people aren’t talking about you. Good … or Bad.
Mike Nave publishes The Beauty Industry Report (BIR). It is the only executive newsletter serving the professional beauty industry, including manufacturers, reps, distributors, associations, chain salons, day spas and top independent salons, with behind-the-scenes information about the people, products and companies meaningful to its readers.
Mike is also a 40 year veteran consultant in beauty industry marketing, sales, distribution and industry communications including e-commerce related activities. You can contact Mike at www.beautyindustryreport.com.
Although Mike’s newsletter is not written to salon owners, stylists, colorists, nail techs and estheticians, it is without a doubt the best source of ‘insider information’ you can find for ‘who is doing what (and to whom)’ in the professional beauty industry. You would be wise to consider subscribing.
Here’s the editorial …
Please Return My Call!
I hope it’s not a sign of old age, but my patience level is lower and my time has become more valuable, as I have less and less of it. As a result, I feel compelled to write about appropriate good business practices or just plain common courtesies related to responding to phone calls and email. Not responding either to a phone or an email message is bad business in any economy; in today’s climate, it’s suicidal!
I am sure you, like me, get some emails and voice messages to which it’s clear there is no value in responding—an email from Nigeria saying you’ve inherited millions of dollars or a message from someone pitching Genie Garage Doors. However, it’s mind-boggling to me how a number of beauty industry executives simply do not respond to any form of communications.
There have been a number of times I have called a company to request specific information and received no response. I have no problem with responses, such as, “I am not interested,” “This is the not the right time,” “I am not the right person to answer that,” that are straight communications. I’m talking NO response at all.
When email was invented, I thought one of the big advantages was the ease with which it provided the recipient to respond quickly, and I dove in head first. In retrospect, I made a mistake in assuming that this “improved” method of communication would eliminate the past phone calls that were not returned. It hasn’t, and the heart of the issue is low tech and basic—it’s all about courtesy.
I shared my thoughts with Greg Sheperd, PhD, the dean of College of Communication at Ohio University, who made the following observation, “I think some folks believe that technology so changes the character of communication that the rules of politeness we know so well, and follow in face-to-face interactions so naturally, somehow no longer apply. But they do. Just because the social encounter is now initiated through email, it doesn’t mean those rules can be violated. A non-reply still suggests you and your wants don’t matter to this person. And you are, as a result, almost sure to be ticked off. No matter the manner of communication, ticked off people typically don’t become good customers, make good employees or remain good friends.”
If you find yourself being bombarded with emails and, out of frustration, find yourself just ignoring or deleting them before you even read them to get them out of your inbox, you might find that my approach is helpful to you. Under the ‘all mail’ folder section in my Inbox area of Outlook, I set up three separate folders: Hot Emails (respond in 24 hours or less); Warm emails (respond within 72 hours); Cold Emails (answer whenever or delete). With this system, I can quickly manage my email list without feeling overwhelmed.
I close with this quotation:
“Even if I am busy when I come to my office and there is a note that says somebody has called, even if I have five minutes to spare, I call back,” says Vladimir Putin, former president and current prime minister of Russia. I cannot believe there is anyone in the professional beauty business who is busier than he is.
How do you feel about people who do that?
Please Return My Call!
By Sharon Esche, on September 22nd, 2009 —
How Are You Perceived?
 Public relations helps to shape and cultivate how others perceive you. But before you can focus your ‘public relations’ on others you need to shape and cultivate your story for yourself and be able to tell it effectively. That means you need to envision ‘yourself’ clearly. Then, and only then, can you place it before others.
Since public relations shapes ‘perception’ (which covers a lot of ground — way beyond writing the better press release) — we have several suggestions on how to start building your own best perception of yourself. Later come the press releases and media interviews.
To help your journey towards being more effective at your public relations, we’ve prepared this list of Ten Deadly Sins of Positive PR Projection (what we see too many out there doing that are less than helpful). These things stand in your way of getting noticed – or they get you noticed, but in a less than positive way. In the end, they are a turn-off to all … media included.
- The ‘little voice’ stylist … They are shy and speak in a ’small’ and un-authoritative voice. They don’t project. They often don’t smile enough. They’re wonderful people and you like them a lot, but it’s not likely you’re going to follow them anywhere. (The cure? Look into Toastmasters or the many other organizations that help make you more effective in front of a group. You need to practice making an impression. It is a learned skill and very few come to it naturally.)
- The ‘critical’ stylist … You know them well. They are often publicly critical of others who are successful or in positions of authority. They would rather tear someone or something down than find the positives and focus on those. (Cure: Start complimenting others and their successes. Be supportive of their achievements publicly. And while you are at it, start copying what they are doing right).
- The ‘all about me’ stylist … They’re the ones who don’t know how to ask questions of their conversation-mates. If they do ask a question, it’s really only to open the door for them to tell you their answer to that same question. If you tested them on what you said first, they’d fail. (Cure: Get out of talking about yourself and get into setting the stage for others to talk. Pretend you are a media interviewer conducting an interview to learn more about the person you are interviewing. You’ll be amazed at the results)
- The ‘all talk’ stylist … They talk about what they are going to do and never do it. The photo shoot they never schedule, the class they never take, the places they never go. A real credibility loser. The result: you speak and people mentally say to themselves … ‘yeah, right. (Cure: Easy. Don’t do that. Do what you say you are going to do – duh!)
- The ‘overnight success’ stylist … Given new-found PR success or notoriety and they develop a false sense of importance and expectation. They start believing their own press. (Cure: Stand in the shoes of the industry’s ‘real’ greats. Do just one, or some of the things they’ve done. All of us in the industry would rather work with someone without attitude. Lose the attitude).
- The ’stay-at-home’ stylist … You can’t be interesting to your clients or editors if you never go somewhere different and do something unusual. People like to listen to the experiences of, and knowledge gained by, those who have been places they have not. (Cure: Get out of the neighborhood! Go to the collections in Europe or New York. Go to industry events in faraway places. Take classes with industry ‘greats’. Learn new stuff. You’ll have a heck of a lot more to talk about.
- The ‘lost in the sauce’ stylist … They blend in, work quietly, and don’t have much to say. They come and go without making a ripple. (Cure: See all of the cures above).
- The ‘Oh, I forgot my cards’ stylist … There’s nothing more important than networking to your PR progress and your pocketbook. Lightening often strikes when you least expect it. Your business cards are your link to someone being able to follow-up with you? Scrawled names and numbers on scrap paper don’t cut it. (Cure: DON’T LEAVE HOME WITH YOUR BUSINESS CARDS!)
- The ‘clueless to social media’ stylist … Social media is not just fun, it is serious communication. It is a way to reach and connect with your clients and your industry friends. Learn how to use it. It will grow your network, bring your clients closer to you, and put money in your pocket. (Cure: Start by digging around this blog for some of the helpful posts of the past. Follow the posts of these blogs: Problogger, Seth Godin, Skillfoo, Twitip (Twitter).
- The ‘let George do it’ stylist … One sure-fire way to gain more recognition in the industry and in your own neighborhood/community is by getting involved in something greater than yourself. It’s called volunteerism. (Cure: Get involved in charitable volunteer work. It’s great for PR but even better for you and your friends and fellow staffers. Make it more than the usual ‘ho-hum, humdrum’ one-time cut-a-thon. Find out what’s important to your clients; ask your staff what’s important to them.)
Well, there you have it. What not to do.
What Other Deadly Sins Did We Miss?
10 Deadly Sins Against Positive PR Perception
Public relations helps to shape and cultivate how others perceive you. But before you can focus your ‘public relations’ on others you need to shape and cultivate your story for yourself and be able to tell it effectively. That means you need to envision ‘yourself’ clearly. Then, and only then, can you place it before others.
Since public relations shapes ‘perception’ (which covers a lot of ground — way beyond writing the better press release) — we have several suggestions on how to start building your own best perception of yourself. Later come the press releases and media interviews.
To help your journey towards being more effective at your public relations, we’ve prepared this list of Ten Deadly Sins of Positive PR Projection (what we see too many out there doing that are less than helpful). These things stand in your way of getting noticed – or they get you noticed, but in a less than positive way. In the end, they are a turn-off to all … media included.
- The ‘little voice’ stylist … They are shy and speak in a ’small’ and un-authoritative voice. They don’t project. They often don’t smile enough. They’re wonderful people and you like them a lot, but it’s not likely you’re going to follow them anywhere. (The cure? Look into Toastmasters or the many other organizations that help make you more effective in front of a group. You need to practice making an impression. It is a learned skill and very few come to it naturally.)
- The ‘critical’ stylist … You know them well. They are often publicly critical of others who are successful or in positions of authority. They would rather tear someone or something down than find the positives and focus on those. (Cure: Start complimenting others and their successes. Be supportive of their achievements publicly. And while you are at it, start copying what they are doing right).
- The ‘all about me’ stylist … They’re the ones who don’t know how to ask questions of their conversation-mates. If they do ask a question, it’s really only to open the door for them to tell you their answer to that same question. If you tested them on what you said first, they’d fail. (Cure: Get out of talking about yourself and get into setting the stage for others to talk. Pretend you are a media interviewer conducting an interview to learn more about the person you are interviewing. You’ll be amazed at the results)
- The ‘all talk’ stylist … They talk about what they are going to do and never do it. The photo shoot they never schedule, the class they never take, the places they never go. A real credibility loser. The result: you speak and people mentally say to themselves … ‘yeah, right. (Cure: Easy. Don’t do that. Do what you say you are going to do – duh!)
- The ‘overnight success’ stylist … Given new-found PR success or notoriety and they develop a false sense of importance and expectation. They start believing their own press. (Cure: Stand in the shoes of the industry’s ‘real’ greats. Do just one, or some of the things they’ve done. All of us in the industry would rather work with someone without attitude. Lose the attitude).
- The ’stay-at-home’ stylist … You can’t be interesting to your clients or editors if you never go somewhere different and do something unusual. People like to listen to the experiences of, and knowledge gained by, those who have been places they have not. (Cure: Get out of the neighborhood! Go to the collections in Europe or New York. Go to industry events in faraway places. Take classes with industry ‘greats’. Learn new stuff. You’ll have a heck of a lot more to talk about.
- The ‘lost in the sauce’ stylist … They blend in, work quietly, and don’t have much to say. They come and go without making a ripple. (Cure: See all of the cures above).
- The ‘Oh, I forgot my cards’ stylist … There’s nothing more important than networking to your PR progress and your pocketbook. Lightening often strikes when you least expect it. Your business cards are your link to someone being able to follow-up with you? Scrawled names and numbers on scrap paper don’t cut it. (Cure: DON’T LEAVE HOME WITH YOUR BUSINESS CARDS!)
- The ‘clueless to social media’ stylist … Social media is not just fun, it is serious communication. It is a way to reach and connect with your clients and your industry friends. Learn how to use it. It will grow your network, bring your clients closer to you, and put money in your pocket. (Cure: Start by digging around this blog for some of the helpful posts of the past. Follow the posts of these blogs: Problogger, Seth Godin, Skillfoo, Twitip (Twitter).
- The ‘let George do it’ stylist … One sure-fire way to gain more recognition in the industry and in your own neighborhood/community is by getting involved in something greater than yourself. It’s called volunteerism. (Cure: Get involved in charitable volunteer work. It’s great for PR but even better for you and your friends and fellow staffers. Make it more than the usual ‘ho-hum, humdrum’ one-time cut-a-thon. Find out what’s important to your clients; ask your staff what’s important to them.)
Well, there you have it. What not to do.
What Other Deadly Sins Did We Miss?
By Alex Irving, on September 13th, 2009 —
 Today was unusual.
We got a hand-written card in the mail.
It stood out in the pile like a sore thumb. Hand-written, imagine that. Different … That took time.
We went back into the house where we usually toss the mail on the kitchen table for opening later, but not today. We stayed together and opened that piece. We looked at the return address. How ‘old-fashioned’. We left all the other mail for later.
It was short, sweet, and thoughtful. We commented on it and discussed that person and (I assume both) thought to ourselves, ” Gee, they found this lovely card, sat down, thought of something original to write, addressed it by hand, put a stamp on it, and took it to the post office. Imagine that! They spent time doing that for me.”
Good PR is Like That Because Editors are Real People
Short, sweet and personal. No one likes to feel they’ve been ‘mass’ mailed. Avoid what is known as ’spray and pray’. Each piece of news you send out should have a brief cover note written to that editor or producer, helping them understand how your news applies to their reader or viewer. This approach to spreading news is always well received.
Perhaps your news doesn’t get used this time. That’s OK. You made an impression and will be a welcome guest in their mail box in future. It’s clear you know what they write about, and that they are not just another email address on your (ugh) ‘media list’. Remember, editors and writers save stuff for when they can use it. So pick your target publications or TV/Radio programs, and go after them repeatedly over time with good information, well written, useful, helpful and of course … with your own personal touch.
Speaking of Thank You
Remember that thank you card? Do you have any idea how many people don’t say thank you to the writer, editor, or producer who made a story happen?
When something editorial happens for you, or your salon, spa or product, for heaven’s sake … don’t forget to say thank you. Believe it or not, you will be in the minority. Acknowledgement done in a ’special’ way, like that hand-written thank you note, separates you from the pack. Time well spent.
Beyond a thank you note, what other editorial ‘thank you’ ideas have you used for someone who has gone the extra mile and done a story for you?
By Alex Irving, on August 29th, 2009 —
 Part 2 of a 3 Part Series on Website Design
This guest post is by Bruce Rigney, owner of Rigney Graphics , a full-service marketing communication design and branding firm, established in 1982, and located in Old Pasadena, California. Sharon and I have had several occasions to work together with them on behalf of our clients. Rigney Graphics’ portfolio and more information about the company may be viewed on their website at www.rigneygraphics.com
Part 1 of this series is here.
Beyond Your Homepage – Which Way Did They Go?
After viewing your website’s homepage, your visitor has to decide where to go next. Given you’ve captured their interest, they now want to know more about you, your product, or your service. Your website design must guide them to:
- Contact you.
- Make an appointment.
- Buy your product(s).
- Give you their contact information.
If your homepage navigation is well designed, your visitor should easily find their next area of interest and click on it. That interest is definitely influenced by your website’s design and structure. The use of ‘clickable’ features to bring them directly to special offers or benefit helps your visitor swiftly find their way to your contact or purchase pages.
The homepage for www.lanadil.com has a “See the Magic” clickable feature
on the right along with several clickable features along the bottom of the page
Short and to the Point
A web page is not a blog … term paper … or an essay, graded on how many words you can string together to make a short story long. You drive away visitors and stifle interest with long-winded company missions, credentials, product descriptions, and lengthy news stories about the company or product.
Too many websites look like strange hybrids of information source, advertisement, and brochure all wrapped up in a video game. Your visitor wants information, and they want it ‘NOW’. When you write for a web page, think “short attention span.” As with any advertising medium, you have 1/4 second to get their attention.
As an example, magazine articles are most often ’scanned’ … viewed rapidly by the reader as they glance at a headline, a photo, read a caption or sub-head, and perhaps an enlarged “pull quote” before speeding on to the next article or ad. Your web page should afford the same ‘instant’ messaging to its visitors.
 Photo by redactie ikvader.nl What They Read … Is What They Get
When your visitor arrives at a page of your website and is confronted with a large gray mass of text, you have lost them. Break up blocks of text to help your visitors immediately locate their area of interest on the page.
- Subheads: These are usually in a different color from the text and help to define the text below them. The visitor can use the subhead as a guide to locate that part of the text that is of interest and will not be put off by thinking that all the text on the page will have to be read to get the information needed.
- Bulleted Items: A paragraph which contains a list (of benefits, uses, services offered, credentials, clients, etc.) should be broken apart into bulleted listings which enable the visitor to immediately locate relevant items. No longer a blur of text, information will ‘pop off the page’ for the visitor.
- Secondary Navigation: When you have a list of services or types of products, you can employ a secondary navigation element to the page, often on the side of the page. This allows the visitor to narrow his or her search quickly and get right to what they are looking for. As an example, on a services page for a beauty salon, rather than display a long page with a continuous listing of services, the services page could have a general statement about the services of the salon. Then, on the side of the page, a boxed area or sidebar can list each of the individual services where the visitor can click on a listed item to link directly to data about the specific service.
Our site design for www.clearcorrect.com displays secondary
navigation links on the right side of many of its pages.
Eliminate the Negative – Reverse Type
Avoid blocks of copy in reversed type. White on black or on any other color, is almost impossible to read in quantity on a website. A statement, headline or sub-headline is fine, but be brief, and of sufficient size to be immediately recognizable. If you want to hide or obscure your message, reverse the text.
Visitor Drop-Off – Lines Too Long
Two-thirds of the way across the line of type your visitor ‘drops off’ and loses track of what they are reading. Reader drop-off rate is relative to the length of the line of text and the size of the type. If you must run text the full width of the page, you must increase the type size to balance the length of the line.
Drop-off is a significant design factor for the new wider website standard for the larger monitors now in general use. Designers must artfully balance artwork, sidebars, navigation columns and the use of shorter columns to avoid a layout that requires the reader to scan a full length wider web page.
Call to Action
Your website should contain “calls to action”. Places where you ask your visitor to contact you, or purchase a product. These can be placed on the homepage, or on any pages where it is probable that the visitor might be receptive to being guided toward that action. These calls to action are usually presented as prominently displayed links which direct the visitor to “Buy Now” or “Call Today” or “Contact Us.”
Remember, your site was not only built to inspire confidence in your products or services, but as a lead-generating or income-generating tool to grow your business. Here’s a good example:
This page from www.lilash.com has five calls to action: A “Purchase Lilash” navigation bar
on the left, a “Shop Online” bar at the top right, and text links at the end of three of the paragraphs.
Who is Your Visitor? – Capture Their Contact Info.
Many salon/spa sites are not set up for online sales. The main goal is to generate enough interest to get a visitor to make an appointment or respond to an offer. If they’ve gotten to your website, they are already a ‘warm’ lead and you want to capture their contact information to re-contact them if you miss them this time around.
Ideally, what you want is your visitor’s name, address, phone number and email address, but most of us are reluctant to divulge all that on our first contact. Since our goal is to be able to continue to communicate to them, obtaining an email address only is a victory.
Once their contact info has been captured in any form, you are able to continue to stimulate their interest via email. Such items as:
- News stories about your business
- Customer successes or endorsements
- New product and/or service offerings
All of these encourage a potential client to try your product or service and eventually become part of your ever-expanding clientele.
Get Help
If your website is not measuring up to expectations and generating solid leads to new clients, you need help from a professional design group with proven success in upgrading website effectiveness.
Part 3 of this series (coming up) addresses what to look for in the selection of a website design firm.
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 Subscribe in a readerAbout Sharon & Alex Sharon Esche and Alex Irving are public relations strategists in the beauty industry. They created BeautyPRpro to help salon professionals ‘get started’ on the right road to developing their professional image, get positive PR, and achieve greater visibility before their existing and prospective clients and peers in the professional beauty industry community, and of course grow their business.
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Part 1 of a 3 part series
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