Yes, I have a problem with “No Problem.”

We’ve all heard those two words. In a variety of situations.

Ask a sales clerk if we can get the shirt in a different color. “No problem.”

Thank a waiter for filling our water glass. “No problem.”

Request the cable company customer service representative to upgrade our movie package. “No problem.”

Call me petty, but I think "No problem" is one of the most overused phrases in conversation. More than that, I believe it’s one that needs to be discontinued...particularly when we are relating to our clients/customers.

Think about it: when we break down the phrase, it's two words that we really don’t want to use with our clients/customers: “No” and “problem.” Regardless of the intention of the one using this phrase, it’s negative in its essence. Our customers don’t want to be told NO and they don’t want to think of their requests as a PROBLEM.

Why not consider a more positive approach, with a more positive answer

We ask a sales clerk if we can get the shirt in a different color. “Absolutely, let me help you find it.”

We thank a waiter for filling our water glass. “My pleasure. Please let me know if you need anything else.”

We ask the cable company customer service representative if we can upgrade our movie package. “I will be glad to help with that. Let’s see if we have any special packages.”

Customer service is always important. In this economy, it’s imperative. Good customer service is one part of a successful PR program. So skip “No problem.” Let's tell our customers YES and find a SOLUTION.

No problem.

You’re welcome!

Am I being too petty? I welcome your thoughts, insights, comments or questions. I would especially like to see hear some of your experiences.

To leave a comment, click on the Callout icon at the top of the page.

May I have a Can of PR, please?

Apparently, it’s possible to put almost anything in a can.

[Pictured: Cheeseburger in a can; Cooked Whole Chicken in a can]

Obviously I didn’t include these taste-tantalizing (??) photos to hawk a new line of canned products. I show them to make a point: in my opinion, canned is not always the way to go! Though I certainly appreciate the appeal: they’re convenient and simple to store. Ready-to-open and use at any time. Very little fuss. Quick and easy. (I’m not endorsing these products. Personally, I have not…and probably would not…tried them.)

When I first saw these products, it made me think of some of the requests I get from those wanting professional PR services.

Send a release. Too often when people think of “doing” PR, the first thing that comes to mind is: “Let’s send out a press release.” That’s the canned mentality of what PR is and how to do it. It doesn’t take long to search the Internet and find many sites that will provide fill-in-the-blanks (i.e., canned) news releases. And while it’s true that this might be a good way to learn about the basic format of a standard news release, it does miss an important point—there’s nothing standard about your company! And trying to standardize PR misses an important element—personalization.

Note: I'm firm believer of the power of a well-written, well-placed news release. We’ve spent several previous posts discussing the WHY and WHEN of sending out a release, and in the future, I will details the HOW. But as I’ve made clear: I just don’t want PR to be equated with “press reeases.”

One Size Fits All. We’ve all read those wonderful stories of a company that effectively used PR to get noticed. We know about “buzz” and have seen those cute videos (like the dowdy British singer) that no one can resist sending to everyone on their e-mail list. What company wouldn’t want everyone in the country talking about them and their services with that kind of enthusiasm? So too often, when a company contacts a PR professional, what they want is something they’ve seen happen to others. But that’s viewing PR as a canned concept. And it’s not easy to tell a client (or a potential client) that what worked for one organization, in one place, at one time, probably won’t work for them.

Send me a Plan. I regularly hear from potential clients who want me to send them a PR Plan so they can evaluate what I intend to do for them. In other words, they would like a can of PR. And while I understand the need to justify the expenses of hiring a PR Consultant, I have to try and let them know the misleading notion of that approach.

First, I accentuate the reality that their organization is unique. The needs of their organization—strengths, problems, potential and possible dangers—are not like those of the company down the street (or across the country). Their community is different. The media covering their area has unique interests. In other words, (repeating myself) their company or organization is not like any other!

I also share with these potential clients the need for targeted research. No plan can function properly or perform successfully without knowing as much as possible prior to execution. We need to know their market, their audiences, their successes, strengths, weaknesses, etc. We must study statistics, competition, history…any source necessary to gain the most information to build their plan.

On the flip side, since I do understand their desire for the information needed to make this important decision, I do let them know that there are typical stages to the planning, organizing and executing of a successful PR/Publicity campaign. I even have a prepared document that outlines these basic processes. But throughout the initial negotiation, I continue to highlight my desire to give them the personalized service and attention they deserve.

I suppose it would be nice to have a can of PR. (Or Microwave PR, Instant PR, Sanka PR, or PR in a Box) But it just doesn’t work that way. I see PR as “personal” relations. It’s taking the needs and goals of YOUR business/organization and putting together a plan…for you.


I welcome your thoughts, insights, comments or questions. I would especially like to see hear some of your experiences.

To leave a comment, click on the Callout icon at the top of the page.

When to Send a News Release? (Part 3)

[This is the third part of this topic. Please read the previous posts for context]

This will finish our discussion of WHEN to send out a news release. It’s important at this point to mention that not every media outlet will pick up all of your releases and not all of them will be interested in what’s going in your organization. Some of the ideas we’ve share are more likely to get coverage in a smaller market. (In other words, if you’re company is hosting a seminar for local students, you probably won’t get the Wall Street Journal to pay much attention. But you could definitely interest your local TV station, student newspaper or business journal.)

With that said, let’s look at these Reasons to do a News Release (the final in my series, but by no means an exhaustive list of reasons):

* Tie in to a Trending Topic. When there’s a hot topic being covered in media, and you have some insight on the issue, that’s a good time to send out a news release. Perhaps you have an angle that’s not being considered, or you have specifics on how the issue is impacting an industry or the community…or your business. Do an opinion poll of your customers and get their feelings on the prevailing topic, then use the results for a release.

“Piggy-backing” on a news cycle is a great way to get some media attention.

Several years ago, while watching the 10 pm news on April 15th (can you guess the main story?), a reporter was standing outside the main post office, interviewing folks coming in prior to the midnight deadline. In the background was the distinctive uniform for a pizza company. The reporter walked over and interviewed the pizza guy, who said the company name and informed that they were there giving out free pizza to the postal workers and the weary taxpayers. Great community relations (PR) and excellent publicity! Kudos!!!

Speaking to or making a comment about a current controversy can get you and your business some coverage. When I worked for the American Heart Association, (as morbid as it sounds) we were always ready to send out our message when a celebrity suffered a heart attack.

There is a word of warning though. (Several words, in fact!) Make sure you are expert enough to actually address the problem. (Just being upset is not a valid reason.) Make sure it really relates to your business, that you have some tangible information/insight to share or that you have some kind of valid relationship to the issue/problem.

When Michael Jackson died, a news release went out with the glaring headline: Did Michael Jackson Die From Toxic Fat? Turns out, the release was promoting a book about the dangers of toxic fat. The release admitted that Jackson didn’t die of toxic fat, but went on to hawk the doctor, his book and invite reporters to schedule him for interviews. Results: The tacky approach made the rounds among journalists and PR folks (Go, Twitter!) and landed on several sites as an example of how NOT to do it! (Lesson: Ridicule is not the desired kind of publicity you want!)

* Highlighting Philanthropic activities. Are you donating a day’s receipts to a local charity? Holding a canned food drive for a food pantry? Building a house for the homeless? People like knowing that their local businesses are involved in the community. Send out a news release. If your CEO or President is on the board or giving a lecture to local philanthropic group, that’s a good opportunity not only to inform the community, but to position your boss as an expert. If one or more of your employees participate in a fundraising event (walk, run, bike), that’s a reason to not only promote your organization, but to recognize the good work of those team members. (PR is also about your staff!) If you award grants, send out a release, and include the nature and purpose of the grant. You can send out a release when it’s time to apply and when it’s rewarded and how it will benefit others.

* A Human Interest story. If you’re organization is hosting a charity event or if your company is one of the sponsors of a charity event, that’s a reason for a news release. The retirement of a longtime employee is also a reason. If one of your team members just hiked to top of Mount Everest (or some other major accomplishment), you should send out a release.


If you read back over all three posts, you’ll find that I’ve included more than 50 reasons to send out a news release. [Yes, I could have just given them in a list, but….well, that would be a bit boring. No one wants a boring PR Consultant!]

There are many reasons to send out a news release. (One of my readers sent me her list and it had nearly 90 reasons! Thanks!!!) If you’re not sure whether to write a release, consider calling a PR Consultant and ask. They can be objective. And they will also be able to help you write the release and get it out to the right media. (Yes, that was another shameless plug!)

One final note: Not only are all these valid reasons to write and send out a news release, they can also serve as a TO DO list for your business/organization. Think of them a “blueplan” for action. If you want to get some publicity, why not consider doing some of the things we’ve discussed…and then write a news release? (Or hire a PR Consultant to do it for you. Oops, so sorry!)


Coming up in future posts, I will cover some of the logistics of writing a good news release. Until then, as always, I welcome your thoughts, insights, comments or questions. I would especially like to see hear some of your experiences.

To leave a comment, click on the Callout icon at the top of the page.

When to Send a News Release? (Part 2)

[This is the second part of this topic. Please read the previous post for context]

Because I’ve been in this industry for many years, I’ve certainly seen many news releases (and written hundreds of them) about a wide range of topics. Of course, I’ve seen some that made me wonder: why send out a release about that? But more than anything, I've worked with companies/organizations, clients and individuals who drag their feet when they really should be sending out a news release.

We’ve already talked about a couple of reasons, now consider these additional Reasons to do a News Release:

* A Milestone has been reached. Maybe your business has an anniversary. (One year in business? Ten?) That’s a reason to send out a news release and to talk about what you do at the same time. Look at long-term employees. When someone has been with your organization for a long time (e.g., 20 years), that’s a valid reason to consider a news release. (And it says something about your organization—a reason to boast!)

Any momentous accomplishment within your company can merit a news release: reaching a significant sales goal (making money at all in this economy might be considered a milestone…but that’s an issue for another blog), completion of a major project, the number of employees on staff or customers served (Hey, McDonald’s does it!).

* Important Information to share. It’s very possible that you know something that would be beneficial to others—perhaps customers, or others in your industry or (hopefully) reporters. That’s a great reason to send out a news release. You might have insight on a current hot issue or can tie into seasonal topics.

When I was doing PR for an emergency medical provider, I would send out a release at Halloween with safety tips, and at Christmas I did a release about avoiding hazards. (Falling off the roof can just ruin your holiday celebration and getting an electrical shock putting up the tree is only funny in the movies!) Those releases not only got coverage, they led to more coverage on other topics. The media learn who they can count on for good, pertinent information.

If your organization has done a significant study or research, use the results in a news release. (Make sure you focus on the practical application of the results, so others will find it useful. Unless you're a geek or an accountant, hard data is boring!) If you don’t have that kind of information, consider doing a survey or opinion poll with your customer base and use those results to address a useful topic.

One year, during a very heated national election, I did a survey of businesses who specialized in making items such as bumper stickers, buttons, and other promotional products. (I was working for the trade association for that industry at the time.) We asked what trends they were seeing—what the candidates were buying to promote their message. It was a very informal poll, but we put the results in a news release and got media coverage all over the country in additional to national exposure on a major news broadcast.

* An Educational Opportunity. Many organizations offer valuable seminars or workshops, either to industry professionals or to the general public, which is an opportunity for publicity. If your CEO or one of your executive team members is giving a speech or teaching a class, that’s also an excellent time for a news release. If your leadership has attended a useful workshop or training opportunity, that's a good time to send out a news release.

* Extending a Special Invitation. A news release is a good means of inviting the public to your special event: the start of a contest, an Open House, a milestone anniversary, the dedication of a new building, product rollout, etc.

Warning: make sure it’s special “enough” to warrant a release. Which means it’s not just special to you but has meaning to those outside your organization. (The newly decorated CEO's office probably wouldn't qualify as special, except to the CEO and the decorator.) You wouldn’t want to risk getting a bad reputation with reporters for wasting their time with something that is not newsworthy. (e.g., Most reporters I've talked with over the years do NOT like ribbon cuttings. They don't see that as "special." Now if Brad Pitt is cutting the ribbon, that might be a matter for consideration!) Before you send out a release, ask yourself: is this something I would care about if it wasn’t about my organization? Be honest!

By the way, this is a good reason to consider a PR Consultant, who can offer an objective perspective on newsworthiness, as well as help you craft the news releases in an interesting, informative manner. If you can't think of reasons to send a news release, your PR Consultant can help. (How’s that for a plug?)

I handled PR for a large local charity and the organization was undergoing a major renovation/expansion in order to provide more services to the community. At one point, we reached a stage in the construction where a new entrance was almost complete. So when the contractors poured the new concrete landing, we had all the employees sign their name in the wet cement and invited the media to help us commemorate the progress.

We will continue looking at more reasons (WHEN) to send a news release in our next post.

I welcome your thoughts, insights, comments or questions. I would especially like to see hear some of your experiences.

To leave a comment, click on the Callout icon at the top of the page.

When to Send a News Release? (Part 1)

Though the news release might be the most recognized aspect of public relations, I still find many business hesitant (or resistant) to utilizing them. “We don’t really have anything important enough to send out in a news release,” they will say.

The inherent thinking seems to be that unless the news is dire (the CEO just skipped the country in the company helicopter) or earth-shattering (the sales this year were enough to hire Donald Trump as our HR Manager), there’s no need for an announcement to the media.

However, if you look around your organization and give it a little thought, I’m certain you can come up with some valid reason to send out a news release, at least to your local media.

Consider these Reasons to do a News Release:

* Something New to announce. Obviously, buying a new printer for the Intern is not newsworthy, but starting a new business certainly is. A new product or service are also valid reasons to send out a release. Perhaps you have a new website or some new advance in your industry. Have you changed locations, expanded or merged with another company? Maybe you've just signed a major client or big contract, or partnered with another organization for collaboration on project. Have you brought in new executive leadership (CEO, COO, President)? Has one of your key staff member received a recent promotion? Did you retain the services of specialist (For example...a talented PR Consultant to help with your news releases?) for a particular project, event or to better equip your organization for the future? Those are all good reasons for a release.

* Special Recognition is involved. If` you, your organization or someone in your company receives a recognition, that’s a reason to send out a release. Was your business acknowledged for community service, fundraising for a local charity or for a special contribution to your industry? Did your CEO or Executive Director receive an award for leadership, for service or were they honored by your industry? If so, send out a news release. Success is a valid reason to share, so speak up and tell to the world. (BTW, you can even send out a release when you or your company is nominated. As we all know from watching the Oscars, “it’s an honor just to be nominated.” So...share the honor.)

Moreover, if your company chooses to recognize someone for an accomplish, that’s a reason to send a release. Do you award grants? You can send out a release when the grant is offered and when a recipient is chosen. Did you have a contest winner? Promote the contest when it begins and then publicize the person who won. Has one of your sales associates exceeded a goal? Do you give out awards for longtime employment or honor "green" suppliers? Do you provide scholarships or has one of your employees received a scholarship (especially within your industry)? Those are valid reasons to consider sending out a news release.

Almost every industry has some kind of credentialing process, whether it’s called certification, licensing or accreditation. (In the PR industry, it's the APR--Accredited in Public Relations and it's a major accomplishment!) When someone in your organization successfully completes that process, it should be applauded. Send out a release.

There are more reasons to send a release, so we’ll continue this discussion in our next post. And as always, your thoughts and insights are welcomed.


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A Bad Economy Demands Great PR

I was asked to be the "Guest Blogger" on Linda VandeVrede’s PR Strategy Blog. I was honored, since I read her blog myself as a resource.

Linda and I “met” through Twitter and have such fun exchanging PR ideas and talking about our families. She's the author of the wonderful book “Press Releases Are Not a PR Strategy.” And you have to know that I love that title, since I say the same thing over and over here in my blog and when I teach/speak about PR.

Click HERE to see what I shared on the topic "A Bad Economy Demands Great PR."

Why Send a News Release?

Probably the most well-known aspect of public relations is the Press Release, which informs existing and potential customers about your company—its successes, activities, new products and services, upcoming plans, or personnel or organizational changes.

(Note: Though Press Release is the most widely known term, Media Release or News Release are now gaining popularity, and are technically more accurate, since media today is more than just “press.” There’s TV, radio, online, blogs, etc.)

As we’ve pointed out previously, there’s more to public relations than press releases. However, when done correctly—with forethought, planning and skill—a news release can go a long way in fulfilling PR goals. When the media picks up your news releases, wonderful results can be accomplished. Consider the following benefits of a well-planned, well-placed news release:

Promotion and Publicity: Whether you are starting a new business, adding a new product line, hosting an event or bringing on a new CEO, a news release is a good way to promote your business. Even if you’ve been in business for many years, you still want to keep your name (your products, your services) in front of the public.

Build your brand: When consumers (e.g., potential clients/customers) sees your business name being mentioned regularly in the media, they are more likely to remember it the next time they are need your products/services.

Consumer information and education: One of the best ways to get important information about your company and/or your products publicized is through news releases. Your message will give your target audience a better understanding of who you are and what you have to offer.

Inexpensive way to get publicity: Marketing and advertising cost money. Sometime, to reach the audience you want to influence, it can cost LOTS of money. When you send out a news release and it’s picked up by the media, you’ve gotten a very cost-effective way of getting out your message.

Credibility to your message: Take out an ad in a newspaper and you reach an audience with your message. However, when a media outlet writes an article or does a news report based on your news release, you reach an audience with what amounts to a third-party endorsement. It adds greater credibility when someone else is telling your story. And think of the money you saved as compared with the same amount of coverage from placing an ad.

Image, reputation—and business: Obviously, most people only send a news release when they want to share good news—successes and accomplishments. But remember to send a news release when you have a new product to introduce. Write a news release when you participate in a charity event or take a leadership role in a community project. These kinds of announcements will help increase your reputation among those who read and hear about you. In turn, the more people know about you, the more they hear about you in the news (in a good way, of course, don’t forget Enron) and the more your reputation increases, the more business you’ll get.

Drive traffic to your web site: The more you position yourself and your organization as a source for the media and develop a reputation as an expert, you will have people visit your web site for more information. News releases that are done with a view toward Search Engine Optimization (SEO), the more your name and web site will come up in online searches. (Again, that’s more business.)

What do you think of these benefits of a news release?
Do you see them as valid?
Would any/all of them be valuable to you and your organization?
Can you think of more?

In our next segment, I’ll share some of the occasions or reasons (i.e., When?) to send a news release.