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Would You Ask a Man That Question?

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A real life snapshot from my life as a work-from-home mom

A few weeks ago I was asked a question that I initially didn’t hesitate to answer. It’s actually a question I’ve been asked on more than one occasion, so I felt prepared to defend myself with an explanation. The question was, “How do you plan to balance work with a family?”

It’s not an unreasonable question, right? It was asked in a light-hearted way by a new client who, I truly believe, felt like they were going through any normal paces of qualifying someone to be their new PR consultant. The board voted unanimously in my favor and I ultimately got the job. Sometime later, a female colleague of mine, who was also at that meeting, brought up her frustration that I had to answer such a “ridiculous” question. She picked up on the (not so subtle) sexism of that question that I’ve come to view as normal as a female business owner and working mom. Her point was clear. Would you ask a man that question? No, no you wouldn’t.

Picture a man being asked “How do you plan to balance work with a family?” during a job interview. I envision a bewildered look come across his face as he responds “What do you mean?” He would likely ask for clarification before he felt compelled to offer an explanation…an excuse, really. Meanwhile, I had my “excuse” locked and loaded because it’s one I’ve had to provide time and time again. Sometimes I even voluntarily offer it up as I can see the look of concern come across a client’s face when they learn I have two young children, one of whom stays at home with me 5 out of the 7 days of the week.

“When do you have time to do work?”

That’s another common question. I used to be proud to answer this with a description of my highly disciplined and efficient schedule that is required for raising a family, keeping up with the house and growing a business. But now I see that I was defending myself from society’s disbelief that I can be a mother and a business owner – and do both well.

I’m not angry or outraged at these questions. I hold no grudge against the people who asked them. Rather, I’m shocked by my own numbness toward sexist remarks made to women entrepreneurs daily. I’m sad that I allowed myself to feel guilty, even for just one second, for “balancing work and a family.”

It is without question that a woman most often gets the lion’s share of work and responsibility when it comes to raising a family. Rather than questioning her ability to work and parent, congratulate her, offer encouragement and be flexible with your demands.

How refreshing would it be to instead hear “I know you have a young family. It’s wonderful you’re pursuing your passion. We will flexible, as we know family comes first.”

I’m fortunate to work with understanding and encouraging clients who not only know I am a hybrid mom, but see it as a badge of honor. They know when they call me there’s always a chance you’ll hear a babbling baby in the background or that I may need to reschedule a meeting because I’ve got a sick toddler. But as a mother, I also know how to power through a challenge and multi-task like it’s an Olympic sport. If you want something done, give it to a busy person. And if you want something done quickly, correctly and with every distraction going on around her, give it to a mom.

Have you ever been asked a sexist or unfair question? Share how you responded, or wish you had responded by leaving a comment!

 
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Posted by on February 13, 2017 in Business & Success, Life

 

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The 5 Biggest Myths About Public Relations

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Somewhere along the line, the Public Relations industry has been attached to some common myths that frame the way in which people value this service for growing their brand. Throughout my entire career spend working in Public Relations, I have found five reoccurring themes of PR myths that have challenged me to prove to clients they are simply not true.

Take a look at these myths and the real story behind them, and let me know if you agree or disagree!

  1. Myth: Public Relations can solve marketing and business development issues, too.

Truth: On several occasions a prospective client has contacted me to help them grow their business by adding Public Relations. After an initial meeting, I start to pull back the layers to discover some problems, far bigger than a lack of PR, exist. Things like a lack of focus, no business development plan and inability to scale are just a few of the common offenders. No amount of Public Relations, no matter how good, can fix these types of problems. In fact, PR that pushes customers to a “broken” business will only amplify these problems.

  1. Myth: Public Relations is a lot of twisting truths and calling in favors.

Truth: Thanks to Hollywood and TV shows like Sex and the City, people have somehow gotten the impression the successful PR professionals are those who rub elbows with the right people and lie or blackmail their way into getting good press for their clients. Ha! The truth is you catch more flies with honey than you do vinegar and this applies to Public Relations. Building genuine relationships, delivering honest and accurate information and providing reporters with relevant tips and timely follow-up are the ways to really earn good press for a client.

  1. Myth: Public Relations delivers results almost immediately.

Truth: Especially for clients who are just beginning to implement a Public Relations strategy, they want to see results almost immediately. Not every press release, social media post or YouTube video is going to go viral, but that’s not a reason to not promote your news. You never know what the media is looking for that day, and your information could catch someone at the right moment and result in a really great pick-up. Also, every time you put yourself out there, you’re building brand recognition in the long-run.

  1. Myth: Public Relations results are easily quantifiable.

Truth: Just as Public Relations is not immediate, it is also not easy to quantify. Unlike paid advertising that can give you a pretty good estimate of the number of people it should each during your ad campaign, Public Relations is a lot more volatile. You’re trying to earn media instead of purchasing it, which means you don’t have control of the results. On the flip side, when you do earn that live interview or feature story, it’s worth far more than anything you could purchase – and it only costs you the time you or your PR professional put into it.

  1. Myth: Public Relations is overpriced.

Truth: I’ve personally experienced a few clients who will set a meager monthly budget for Public Relations, but blow 3 or 4 times that on their monthly advertising budget. People expect advertising and marketing to be expensive, but then want Public Relations to be cheap. It’s a mental block I haven’t quite figured out. What I do know is that a good PR strategy can easily return its investment each month with a single press pick-up. People are getting better and better at tuning out traditional advertising, but still perceive a news story as genuine, trustworthy and memorable.

What other myths have you debunked in the field of Public Relations? Share your personal experience by leaving a comment!

 
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Posted by on January 16, 2017 in Business & Success

 

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Top 10 Blog Posts on Life and Entrepreneurship in 2016

Best of... onlineHappy New Year! Hopefully you have recovered from your holiday celebrations and have started to think about how you plan to make 2017 your best year yet.

Before we completely move on from 2016, I wanted to take one final look back at some of the insight and inspiration we’ve shared on the Bennis Inc blog, specifically on topics related to life and entrepreneurship. As I read through the year’s worth of writing, I found myself particularly drawn to these 10 articles. I hope that they give you a renewed passion for pursuing your dreams in 2017!

Life Lesson: Are You Satisfied or Merely Distracted?

It’s easy to find things to distract us, but it’s not quite as easy to find true satisfaction in life. So often these two feelings are confused which causes us to life a “busy” life, but not a fulfilled life. This blog helps you to identify the difference and make changes in your life to achieve satisfaction.

Read the original blog here.

Best Practices for Internal Communication During a Crisis

We never want to imagine something bad happening to our business or personal reputation, which is why so often we don’t have a plan to deal with a crisis. This blog offers best practices for internal communication – that means your staff, family, etc – when life throws you a curve ball.

Read the original blog here.

Thanking Up: Sharing gratitude with your superiors

When you want to show your boss appreciation, it can be an awkward situation. How do you properly thank a superior without it appearing condescending? This blog offers tips for how to “thank up” and show gratitude for people above you in rank.

Read the original blog here.

Parenthood: Adjusting to the Ever-Changing “New Normal”

This is a personal post that focuses on the journey of parenthood combined with entrepreneurship. Spoiler alert…it most certainly has its challenges! How have I adjusted to the “new normal” of running a business while raising a growing family? Take a look!

Read the original blog here.

What My Toddler Has Taught Me About Motivating People to Say Yes

Just about every parent can agree that a toddler’s favorite word is “No.” Each day is a new challenge to motivate my children to comply with my requests. Here’s what the experience has also taught me about motivating clients to say “Yes.”

Read the original blog here.

Declutter Your Life by Asking These 5 Questions

Whether you’re a neat freak or someone who wishes they could keep their life a bit more organized, this blog post can help you declutter by asking yourself five simple questions.

Read the original blog here.

The Power of Picking Your Focus

Some of the most successful people are those who can intensely focus on one goal and see it through completion. With the start of the New Year, this is a great article to re-read to help you prioritize your resolutions.

Read the original blog here.

How Some of the Worst Jobs Have Made My Career Better

We’re all had less than favorable career experiences, but rather than chalking it up as a failure, we can choose to learn something valuable. In this blog I recap some of my worst job experiences but how they ultimately led me to a fulfilling career.

Read the original blog here.

Can an Introvert Thrive in a Career in Public Relations?

Knowing now how much of an introvert that I am, I may have never chosen to pursue a career in PR. But that would have been a mistake! Introverts can most certainly thrive in a career in Public Relations and this blog explains how.

Read the original blog here.

5 Ways You Are Spreading Negativity Without Knowing It

No one enjoys being around a negative person. However, sometimes we spread negativity without realizing we’re doing so. Start the New Year off on a positive note by reading about the five ways we spread negatively unintentionally.

Read the original blog here.

Want to explore most blog posts from Stephanie Shirley and Bennis Inc? Be our guest! Click here to browse business and success, here to browse life and here to explore all the rest.

 
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Posted by on January 2, 2017 in Business & Success, Life, Wisdom

 

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How Public Relations is different than Advertising

PR vs Advertising

So often lines are blurred when it comes to Public Relations and Advertising. While the two certainly overlap, there are distinct differences that determine how and when you should use them in your communications strategy.

A solid plan can and should have elements of both, but it’s important to understand their unique roles and seek out different professionals to represent each one to ensure you’re not using Advertising to solve a Public Relations problem or vice versa.  Take a look at our simple, but helpful overview of these two industries.

Public Relations is…

Earned

Public Relations is also referred to as earned media or earned placement. You don’t pay for the specific placement of content, but there are other costs associated with issuing media relations and content creation that often comes in the form of paying a PR professional to create and disseminate this for you. However, compared to true advertising costs for the same size placement, PR is often a much more cost-effective option.

Viewed as objective

The goal of Public Relations is to garner earned media such as a newspaper article or news segment based upon the information you share in your media advisory or press release. Ultimately, it’s the media outlet producing this content for you, with their byline. As a result, readers or viewers often see this content as more objective (as objective as media can be, right?) than paid advertising which gives it trust and credibility.

Not always in your control

And while free and credible content are both great aspects of Public Relations, it’s important to remember that on the flip side, you are not in full control what’s written about you. Issuing a press release doesn’t mean a reporter will choose to republish every last detail you include. A good PR professional will carefully monitor how the media interprets your story and quickly react if there’s anything inaccurate or undesirable.

Advertising is…

Paid

Most obviously, Advertising costs money. You buy placement when you want it and how you want it. Every media outlet has their own department of sales reps to accommodate this very industry. They are constantly putting together new and enticing ad packages to get businesses to “pay for play.”

Viewed as subjective

Your audience will almost always know that an advertisement is paid placement. In a magazine, articles are marked as “advertisement” or “sponsored content.” On TV, a commercial spot is obviously different from a real news segment. Regardless of how truthful your ad is, your audience will view it with a bit more skepticism because they know you paid for placement and can (generally) say whatever you want.

In your control

Because you pay for specific placement of specific content, Advertising is a lot more controlled than Public Relations. You know exactly when an ad or story will run and what it will look like or say. Although the price of placement can be steep, you fully control your message.

Do you work in either the PR or advertising industry? What other differences would you say are most important?

 
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Posted by on October 17, 2016 in Business & Success

 

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A Guide to the Modern Press Release

The first Monday of each month, I dust off a favorite post from the Bennis Inc Blog archives and give you another chance to enjoy the wit and wisdom that’s been shared. Enjoy this month’s treasure – and if it inspires you – be sure to share it with family and friends!


A Guide to the Modern Press Release

With so many newspapers scaling back or going digital, the value and effectiveness of the traditional press release has become a bit of a mystery to us all.  This has left many businesses even more confused as to how they should communicate with the media when they feel they have something important to say. Is the press release still relevant? From my conversations with print and online reporters and other PR professionals, the answer is absolutely yes! But we have to stay in tune to the changes and advancements to news sources that may alter the definition of “a great press release.” Overall, the core essentials have remained the same, yet are so often ignored – even by professionals in the field. In an effort to shed some light on the lost art of press release writing (and to adapt it to the modern art it has become) here is my general guide to writing a solid press release right now.

Modes of communication

Whether you own a fax machine or even know what one looks like, this is still one of the most common and important ways to disseminate your press release. When researching a reporter’s contact information, don’t assume the fax is an outdated system. Some reporters truly prefer receiving news this way, especially if their email inbox functions more like a black hole. The second big mode of communication is indeed email.  I’d suggest using both email and fax whenever possible, and re-sending the email after a day or two with a new subject line for a second (or third) shot at getting noticed.  Make the news relevant to each reporter (do they cover a specific interest?), their target readership and personalize the message whenever possible. Aim to build an ongoing relationship with reporters; don’t just spam them with press releases whenever you want their attention. One great way to do this is to provide them with consistently useful information in a neatly packaged press release. More on that now…

The title

Now that we covered how to get your message out there, we can dig deeper into strategically packaging your news, and of course the title will be the first thing reporters see – and judge. The title should be the most newsworthy element of your press release. While it may be tempting to stick your business’s name or your own name up there right away, this is not likely the information that will catch a reporter’s eye and make him think “my readers need to know this.” For example, Jack Smith’s Auto Shop Merges With Tasty Treats Ice Cream has no immediate relevance to a reporter. A better title might be Two Locally-Owned Businesses Combine Auto Parts, Ice Cream In Unusual Merger. Really? Yes, because the second title spells out why a reporter should care to cover this news– it’s local and it’s unusual. These are two newsworthy elements that always attract readers’ attention. The reporter will likely change the title any way for their story, so don’t worry about writing for the masses. You just need to get the attention of one person – the reporter. This is your three-second “elevator pitch” and it has to cut to the chase. You are trying to sell to the reporter; the reporter is trying to sell to the reader. Remember that.

The critical first paragraph

Once you make it past the title, there is still another part of the press release that is of paramount importance for determining whether it lands on a reporter’s desk or in a trash can. It’s the first paragraph. I was taught that the first paragraph of a press release should never exceed two sentences. These can be long sentences, but two sentences is the rule of thumb. I doubt any reporter would see three periods in a first paragraph and toss a press release out solely based on this, but sticking to this rule does get you to get to the point – fast. The first of these two sentences should be the quick attention-getter and the second should be the single sentence that summarizes the key points of the entire press release. Sound like that’s asking a lot? The first paragraph is never easy. It may be the most time you spend on putting together two sentences and it should be. This is a critical component that far too many people gloss over. You may have heard that a press release (and any news story) should be written like an upside down pyramid, with the most newsworthy information on top, working down to the least newsworthy. With this analogy, you want to be sure the biggest part of your pyramid, the first paragraph, is built rock solid.

What’s in it for…everyone else?

Once you’ve made it past the title and the first paragraph, you’re ready to dive into all the other details of your press release. But this doesn’t give you a free pass to ramble on about unrelated, non-newsworthy tidbits. Throughout all of your writing, you need to keep a single question in mind. “What’s in it for everyone else?” Write this on a sticky note, the top of your word document or your cat if you need to, but don’t lose sight of this direction! Every paragraph in your press release should have an easily identifiable WIFM (what’s in it for me?) element – with “me” being the reporter/reader. It’s easy to see what you’d be getting out of a press release that’s picked up for a news story…free press! Don’t spend too much time tooting your own horn in the content. Instead focus on why anyone else should care about what you have to say. How will they be personally affected by this news? How will they benefit having read this?

Formatting a reporter will appreciate

Reporters and journalists adhere to Associated Press (AP) Style when formatting their news stories. For Public Relations professionals, it’s an industry-best practice to write press releases in this same style to keep all formatting the same. It also adds to your credibility. Everything from when to abbreviate a city, how to format dates and time, when to capitalize professional titles and more and more and more can be found in the AP Style Book! It was a handbook I bought early on in college and still have to this day (dog-eared pages and all). Resources to help you with AP Style questions can be found all across the web. Here’s the main web page. If you think you’ll be referring to this often, I’d suggest buying a copy. It’s far too much information to ever fully commit to memory, so having a copy on hand makes life, and press release writing, a lot easier.

Common mistakes and missed opportunities

Keep it to one page – It would take a compelling news story or announcement to convince me that more than one page was absolutely needed to cover all the truly newsworthy elements. Reporters can contact you if they’re intrigued enough and want more information. That’s why you provide that information in the header. Two-page press releases seem just as obnoxious as two-page resumes. Save something for the interview!

Quotes – Quotes are a key way to say something you would otherwise just write into the press release, while calling out a specific person of importance and breaking up the content. Quotes coming from you or your client can be easily molded to say exactly what you want them to say. Just make sure you format them correctly according to AP Style!

Make use of the subtitle – This is the sentence that appears directly below the title (and before the first paragraph). It is a great opportunity to explain the title a bit further as well as include a link to your web site, if relevant. By utilizing this part of the press release, you’re less tempted to weigh your title down with too many words.

Include a boiler plate – The boiler plate is that final paragraph that appears right before the “###” which signals the end of the press release. It’s a paragraph which can stand all on its own and usually summarizes the business or organization. Instead of trying to shove this same information into the body of the press release where it may not belong, the boiler plate provides a separate and organized space to highlight the core facts about your business at the very end.

One final thought on adapting to technology…

Video news releases (VNRs) are changing the way many reporters view traditional words-only press releases. I’m not entirely convinced that VNRs will take over the market anytime soon and so I suggest sticking with the written press release, but adding in b-roll footage, video clips and photos whenever available. Especially for online news sources, the more photos and videos that accompany a story, the more enticing it is to feature it. As readers, when we surf the web we’re drawn to images. Stories that include images are that much more attractive to news sites. It’s all about the web hits and readership!

What I thought would be a quick glimpse into writing a great press release has become a lengthier guide than I anticipated. I still have so much more information I could include here, but will save that for another time. Until then, please share your own experiences and expertise on writing press releases. Is there something I missed? Something you disagree with? Or something you’ve found to be particularly effective? Please share by commenting below!

 
 

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3 Qualities of a Great Photograph

Photography, just like any other form of art, is subjective. Individually, we each have our own preferences which can be seen in the type of photographs we take as well as the art we choose to hang on the walls in our homes.

So how can you select an image to represent your business or brand that will appeal to the majority of your target audience?

Speaking from a public relations and marketing perspective, there are three common qualities that make up a great photograph that you should keep in mind when selecting the images you use to grow your brand. Take a look!

Lighting Quality

Lighting is critical to taking a great photograph. When possible, opt for natural lighting to create a soft ambiance. Flash photography can also produce some stand out images when used correctly. After all, photography literally means “painting with light,” so learning to master your lighting is key to producing a great photograph.

For this photo, lighting is part of the object itself, making for a unique shot!

For this photo, lighting is part of the object itself, making for a unique shot!

Composition and Attention to Detail

The best photographs have an element of visual balance. Guidelines like “the rule of thirds” are helpful for knowing how to spot an image with great visual balance. Why does composition matter so much? Because it helps to create an image that is stimulating and captivating. When seeing such an image, your audience will spend more time looking at it which means a greater opportunity for them to connect with your brand. Once you know “the rules,” you can also choose to strategically break them to capture an photo that is different from what we’re used to seeing, thus making it more memorable.

This photo follows the "rules of thirds" which results in a great visual balance.

This photo follows the “rules of thirds” which results in a great visual balance.

Your Subject Makes a Statement

Finally, a great photograph does more than just capturing the image of an object or scene; it makes a statement. Some of the simplest photographs, when shot creatively, tell a story far more fascinating than a lesser-quality photograph of something far flashier. It’s really not so much what you’re photographing as it is how you photograph it. Dare to look at something from a new angle, position it in a unique way and make it something someone wants to know more about!

An image like this is great for sparking interest and getting readers to want to know more about what it represents.

An image like this is great for sparking interest and getting readers to want to know more about what it represents.

Are you a beginner to intermediate photographer? Did you find these tips helpful? Please let us know by adding a comment below!

 
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Posted by on August 29, 2016 in Photography

 

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5 Reasons Why Your Content is Turning Away Readers

5 Reasons Why Your Content is Turning Away Readers

Have you experienced this scenario? You write an article on a topic that should be exiting and relevant to your readers, but it doesn’t get the interactions you thought it would. The number of views are disappointing, there are little to no shares on social media and not a single person felt compelled enough to leave a comment.

The good (and the bad) news is that you are not alone. Especially if you are just beginning to grow your blog or e-newsletter, it can take time to build a loyal readership. However, this doesn’t give you a green light to sit back and wait for the fans to come to you. Part of the problem could be the quality of your content or how it is presented. Take a look at these 5 common problems and how to correct them to create better content.

The Title is Lame

The first thing that catches a reader’s eye, besides a great image, is the title. A great title should be two things: interesting and accurate. In the fewest words possible, you need to communicate just enough information to make someone want to read more. But be careful not to bait your readers with dramatic claims or questions that sound like something out of a tabloid. You’ll know your title isn’t doing its job if people aren’t clicking on the full article to read more or deleting the email before opening it.

Your Introduction Doesn’t Build Excitement

Let’s say you made it past the first hurdle of getting people to actually click on your blog or article to read more. You still have to prove to them that it’s worth their time to read from start to finish – and that opportunity comes in the first paragraph. Be sure to write an introduction that builds excitement and relevance. Preview the valuable information that is to come without giving away all the details.

You Lack Sub Headings to Organize the Content

Another tip for creating quality content that keeps people interested from start to finish is to use sub headings to organize your main points and make it easy for readers to digest the content in bite-size morsels.

It’s Way Too Long

Thanks to technology, we as a society feel like we always need to be multitasking. This means rarely do we give anything our full attention or more than a few minutes of our time before moving on to the next shiny object. Keep your content direct and to the point. When a reader sees he has to click through 22 slides of content or scroll down a never-ending page of words will quickly lose interest and move on to something that requires less of a time commitment.

It’s Not Mobile Friendly

Finally, you may be lacking readership because your content is not accessible where people view it most often – on their mobile device. Emails, blogs and websites should all be mobile friendly. There’s a big difference between reading an article that is formatted to fit on your phone’s screen and reading one that is not. Remember, you want to make it easy and convenient for your readers to stay and consume your content through the end. Remove every hurdle that you can!

Which one of these reasons makes you lose interest in reading an article or blog? Or is there another reason you’d like to share? Leave us a comment!

 
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Posted by on August 22, 2016 in Business & Success

 

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