A Tribute to a Great Lady and a Lesson to Remember...

Today I spent time with my great aunt, Emily Brown. Aunt Emily is 102, sharp as a tack, independent, beautiful b-e-y-o-n-d words, still lives completely on her own, and has survived: two husbands, losing a fortune in the Great Depression, running her own business when women didn't do such things, and countless other challenges since her birth in Eagle Lake, Maine, in 1907. (Right, Aunt Emily watching the balloons we released at her 100th Birthday celebration in 2007).

The setting today: a nursing home in Manchester, Conn.; the situation: her baby sister (my 92-year-old grandmother) needed help getting from her wheelchair into bed. My dad and I had already asked for help, but it was slow in coming and grandma was painfully exhausted. Aunt Emily, ever impeccable in her trademark 2"-heels and pearl strand necklace, took off down the hall with her cane (dad and I knew much better than to try to stop her). She returned, hugged Grandma, settled into a chair beside me and assured us all: "They'll be right here." 

She then leaned in and informed me: "I asked if they could send someone quickly and they said yes, so I said, 'You won't forget now, will you?' and I smiled." Squeezing my hand, she added wisely: "Remember to always smile and be kind. It is the best way to connect with people, and the best policy, no matter what."

No more than two minutes later, two aides were there to help Grandma.

So, here's to my Aunt Emily, the very definition of a "Great Lady", and her simple (yet, oft-neglected) lesson, which has led (and continues to lead) her through life's challenges. May we all smile and remember it...

Social Media PR 101

For many small businesses, marketing via social media is still a great unknown. I hear time and again: "I think I need to 'do' social media, but I'm just not sure..." This is usually followed, at some point by: "How do I know if a social media program is worth the cost?"

Understandable. Businesses want deliverables. Especially small businesses in this economy. They want to see a tangible return on investment. If you are one of those business, please read this article, as it is the best explanation I've seen on social media ROI. 

Also, I offer my own take... an uber-simplistic explanation of social media's power. Social media "PR" is a matter of dialogue and building relationships via give-and-take conversations on various social media. That said, imagine the vast universe of your potential clients and customers. Now imagine they are residents of a small town. Let's say you (clearly, an example for the women out there) just moved to this town, and that your favorite hairstylist is now 500 miles away. How do you find someone with whom you can entrust your tresses? Generally, you have three options:

1. Look at ads in local publications. (Ahhh, there's a pretty ad, but clearly the salon wrote their own advertisement)
   
2. Search for media coverage of salons in the area. (But where to look? And where do I find time to search?) 
   
3. Ask for recommendation from your very stylish neighbors. 
   

 

Now, say each of the three examples above yield the names of different salons. Which would you be most likely to trust? 

Okay, back to your real self as a small business owner trying to reach that customer:

• Option 1 is clearly the paid-ad route. It can be effective, but today's consumers are savvy enough to understand the bias in what they are reading. 
  
• Option 2 is the traditional PR route, which can also pack ooomph (but, honestly, given the state of publishing today, not quite the power it used to have)
  
• Option 3 is social media. People talking to other people about brands with which they feel a relationship or connection.

In sum, this scary new world of "social media" is really just a new-fangled, global approach that taps into what has long been the most effective way to grow your business: strong relationships and word of mouth. In today's global marketplace and Social Media age, consumers seek out recommendations in a cyber, rather than geographic, neighborhood. So, what is a social media PR strategy "worth"? Well, the answer can be found in whatever worth you've traditionally placed in fostering your strong reputation and positive word of mouth.

Marketing to Women: A Success Story

As my friends and family will verify: few things make me happier than being right (please, no comments from said friends and family). And, yesterday evening, certainly unwittingly, Ameriprise financial planners in Cranston, RI, proved me right. Specifically, they confirmed all the reports I wrote during many years reporting on the financial and buying power of women.

At the gracious invitation of Lori at Tomgirl Tours, last night I had the pleasure attending Ameriprise's "Girls' Night Out" event, a small gathering of professional women at Ameriprise's office in Cranston's Garden City shopping center. Not sure what to expect, I found myself greeted by three warm, funny and friendly (and, most importantly, no-pressure) financial planners: Christopher Di Fronzo, Christopher Hager and Eric Tunstall. From there, I was able to network with my peers for a while, and met some fabulous women. Then, Ameriprise offered a short (again, I stress: no pressure) introduction to their services, with a slant on how women (or anyone) can navigate these trying economic times. 

From there, the evening evolved into an entertaining wine tasting and education hosted by the fabulous Marc Guillotte, of The People's Liquor Warehouse in Apponaug, RI. I'm sure there are countless others who will agree: there aren't many business networking events you attend where you (genuinely) laugh until you almost cry, and aren't perhaps watching the clock and the door for an escape route. This was one of those rare occasions. Indeed, the event was scheduled from 6 to 8 p.m. and when, at 8:30 p.m., guests were asked if they wanted to leave, most stayed in their seats. Yes, in one short evening I experienced exactly the lessons I preached so many times as a business journalist covering the high-end market, and those I continue to preach as a publicist for small, upscale businesses:

1. Women have the financial power in today's economy
   
2. Women need to be marketed to in a completely different (aka: low-pressure) way than men
   
3. Build relationships, and business will follow
   
4. Make lemonade: look for ways to make the most of a "bad" economy for yourselves and, more importantly, your customers

So, at approximately 9 p.m., after a three-hour event that surely required a lot of pre-planning and coordination (along with an investment by Ameriprise, which offered a lovely spread of food, and the People's Liquor Warehouse, which brought the fabulous wine we all sampled) what did these companies have "to show for it"? Did Ameriprise have any contracts signed on the dotted line? Did the People's Liquor Warehouse have any receipts for sold bottles of wine? Absolutely not. But, did 25 well-connected local businesswomen leave that room feeling so confident in and connected with their hosts that, whenever they (or, perhaps, more importantly: their friends via word of mouth) are looking for financial planners, they know exactly where they will go? Absolutely. And, when they are shopping for wine, they know what store they will patronize? Absolutely.

And that, my friends, is how a business taps into the financial strength of women in their community. Better yet, it is how they turn a "negative" (the economy) into a "positive" (how to survive it and thrive). And, from my view: best yet, it is public relations at its finest. 

Are Celebrity Brands Still Relevant (and Working)?

So, another celebrity has jumped into the "designer" fray. Christie Brinkley--model, mother, serial-wife--is adding jewelry designer to her resume. Brinkley teamed up with retailer Ross-Simons to launch the Christie Brinkley Collection. While the line is actually well positioned with great prices (ring, below, is $125) and stylish (if not innovative, with floral, heart and boho themes) design, I'm curious about the whole "celebrity" angle. Is it still relevant? Does this strategy work in this economy? 

It may very well be that I'm jaded. First, I wrote through the years about far too many "celebrity" fashion and jewelry lines, most of

 which barely registered a blip on the mainstream style radar

 (um, Brody Jenner, anyone?). Second, I'm currently absorbed with the business of independent designers, artists and boutique luxury-service providers. Granted, this is a definite PR success for Ross-Simons (if this were just an unbranded line I and many others probably wouldn't pay it much attention). But, given that consumers seem to be focused on value over image right now, it seems to me that, while celebrities are still helping to drive fashion trends, the general idea of celebrity brands may be reaching the saturation point. I'm very curious to hear thoughts on the subject...

Luxury: The Good Thing About All the Bad News

After a busy few days, I caught up this morning on the news and walked away with my head a-spin, between high-profile bankruptcies and foreclosures, and reports about luxury spending. 

From a business standpoint, I cringe. But, honestly, digging a little deeper, I find myself encouraged and confident that this reality check will help the luxury market emerge stronger and more true to itself. 

Perhaps it is partially the old-school New England mindset drilled into me when I was a kid growing up in Connecticut (I can't count how many times mom shook her head and said: the truly wealthy don't put on a show). In my neck of the woods, the "rich" people drove boxy Volvo wagons (before Volvo luxed themselves) and wore L.L. Bean. So, when I started covering the luxury market as a journalist in the mid-1990s I experienced quite a culture shock. That shock came mostly from displays by people who owned small businesses, yet lived (to quote mom again) "like Rockefellers". Private jets, $10,000 bags, over-the-top real estate. Wow. How did they afford that stuff?

As bankruptcies pile up, I realize: they couldn't. Somehow, over the past 15 years or so, "luxury" became all about hype and image. Spending (on credit) was the way to go. Obviously, I'm not stating anything we don't all already know (and perhaps I'm sounding like a broken record). But, as our collective fears are stoked by each wave of bad news, and as we scurry to find our way through these times and regroup for whatever the future of "luxury" holds, I stand firm in my faith that the luxury market, however gradually, will not rebound as much as reemerge. Those companies who remain focused on quality, live and work within their means, and base their businesses on value (rather than hype), will be those who survive and define the future of "luxury"... Not unlike those who defined the word to begin with.

When a Tweet Isn't at All Sweet

Integrating social media outreach into public relations strategies is a major part of my business. As such, Twitter is among the tools I routinely recommend, especially to small businesses. Like any medium, Twitter has benefits and drawbacks. And, while I'm confident the former outweigh the latter, I have my moments when Twitter makes me a little loony. 

Here's my highly technical recommendation to those who are starting to use or are considering using, Twitter as part of their business: don't be annoying. 

I speak here to newbies, as I find I am most often asked: "How do I Twitter"? Well, to start, avoid these three major Twitter offenses (and if you disagree, I'd love to hear feedback, as we're all navigating a new s.m. world)...

1) Tweeting for the sake of tweeting. Yes, it is vital to be authentic and genuine, so sharing non-biz related tweets is important. But balance is key. If you're tweeting 12 times a day to update on every errand you ran and chore you did, or if you post 14 random quotes or 32 links to favorite songs--essentially tweeting for the sake of tweeting--I say one thing: Please, stop. You might have 1,000 followers, but there's a chance 800 of them are just too lazy to un-follow you.

2) Saying the same thing over and over and over (and over...). Promoting yourself is great, but find a relevant new way to communicate your message. Link to a news story or blog post, or find others who share or support your mission and give props. Really: if your followers didn't respond the first 400 times you told them the exact same thing, chances are they won't the 401st time, either. 

3) Holding personal conversations in public. @JohnDoe is a great tool to foster a personal connections on Twitter. But once you and John Doe are connected and want to have an extensive conversation, be kind and take it to another place so your followers don't have to scroll and scroll and scroll through your personal communication. 

While Twitter and other social media are new and unknown for many, remember: when you boil these down to their essence, they are simply ways to communicate. That being the case, the same rules of apply here as they do in any form of communication: Don't be pushy, think before you speak, listen carefully and, most of all: be considerate of others. 

Still Doubting the Use of Social Media in PR? Read On...

Here's a must-read article for those questioning if they should utilize social media as a public relations strategy. The answer: well, the Public Relations Society of America is so convinced that it's the primary focus of the annual conference. My favorite quote:

“I think many are doing a disservice to their companies,” said Michael Cherenson, the chair and CEO of the PRSA. “Now is not the time to hibernate. To be understood, you have to understand.”