Learning something new every day the PR way

I recently had the opportunity to place a 1,000 word article in a trade magazine for a client that had to be written in 24 hours.  

By then, it was 4 p.m. and the article had a new angle on an extremely complex subject I only had been researching in depth for a couple weeks.

By 5 p.m., I was reviewing documents and interviews, researching questions they brought up—and talking to my expert source while trying to get as much info into the brain as possible before I relaxed.

I was a little fried, but I also remembered that learning new things—especially new ideas that challenge preconceived assumptions—give the brain a  big boost when it comes to health and longevity.   

By the time I went to sleep, I understood how the new angle fit into the big picture, what the implications were—and that my brain had had a great workout. 

I also knew what quotes would frame the facts and background—and what people would make the story interesting. 

In the morning, I drafted and revised, plugged in facts and figures, re-organized and revised some more until I had the article I wanted.  

In the end, I not only had learned a lot, but I also was pretty sure that the picture was so broad that few people—even in the industry—were familiar with it. 

For more information, please call us at (916) 455-4790 or visit www.dellrichards.com.

How to use body language effectively

Whether you are speaking to a group or networking, body language tells a lot about you.

Standing tall, opening your arms and chest will boost your confidence—and your authority.

People feel connected if you make eye contact. 

A warm and inviting smile also asks people to join you and be part of the event.

Mirroring people and nodding shows you are interested in what they have to say.

If you are excited about a topic, let the passion come through to add emotional interest.

Using and varying gestures—as long as they’re not too large or frantic—adds visual variety to your words.

If you point (to make a point), do so with an open hand.

For more information, call us at Dell Richards Publicity, (916) 455-4790 or visit www.dellrichards.com.

Being nice, the bedrock of marketing

I recently had a minor fender bender and got a whiplash that the other driver’s insurance was supposed to handle.   

Even though I was seeing a doctor, the well-known insurance company—rated in the Top 5 by Insurance Journal at the end of 2013—rejected the claim because my car had no damage.    

While it was pretty shocking to hear this, the way I was treated put me over the edge.

Both the adjuster and the supervisor were as cold and hard-nose as could be.

Neither said they were sorry or were sympathetic.  

All they did was repeat that there couldn’t be any damage to me. 

Given the pain I was in, my hackles went sky high.  

Maybe it pays to be nasty in the insurance industry--especially to less sophisticated people who don’t have access to lawyers and other professionals.  

But, even in egregious circumstances, patients don’t sue as often if they like their doctor.  

I will take on any bully if I have to, but I certainly wouldn’t have started thinking about bedside manner as marketing if I had been treated decently.  

For more information on marketing and image, contact Dell Richards Publicity at (916) 455-4790 or visit our website at www.dellrichards.com.

Tips on giving exclusives

As a PR firm, we give exclusives to the media when we have to.  

But we recently got a client who had arranged an article that went hand-in-hand with advertising they didn’t tell us about. 

Just before our placed article was going to be published, the client’s own article came out from a competing publication.   

As a result, our reporter held her article so it wouldn’t look like she had just reworked a rival’s story.   

While exclusives can be pretty casual, it doesn’t hurt to lay out guidelines with everyone involved.   

Always explain the use of exclusives and the planned strategy carefully to the client to make sure they understand they can’t approach the media on their own.  

Even if you already asked, double-check what advertising and articles they've done on their own once you explain the strategy of using exclusives.  

Always work with journalists to get a publication date that includes other reporters being given access afterwards. 

Working that way, you can set up a series of media hits for maximum publicity on the client in the time you want.  

For more information, call Dell Richards Publicity, (916) 455-4790 or visit our website at www,dellrichards.com.

Pump up your speech with a personal story

I recently heard a client, Rachel Iskow, speak about the desperate need for apartment rentals that people who earn minimum wage can afford.

Iskow opened by giving her credentials, the years she’s worked for Mutual Housing California as the CEO and how challenging it can be.

But, she also said that whenever she spoke with a former resident whose children were now in college or working as lawyers, doctors and other professionals, she knows that the solid footing Mutual Housing communities give the parents makes the frustration worth it for her.

She also talked about her best friend in childhood, the daughter of a mother trying to make it on her own. 

After two years of friendship, the little girl disappeared from school one day.

No one knew what had happened to her until her mother found out that the family had been evicted from their apartment.

With no forwarding address and no way to contact—or to help—her, Iskow was distraught. But the incident planted an early seed that led her to her current career.

Talking about real-life, emotional experiences did two things for Iskow’s speech. One addressed why she became involved and the other gave an “ah-ha” moment that helps her when the obstacles feel overwhelming.

In talking about her own life, she touched issues everyone could relate to and made what could be a very dry subject resonate. 

For more information on marketing and public relations, call (916) 455-4790 or visit our website at www.dellrichards.com.