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Br Headline Con

June 8, 2009

Effective Pitching

Filed under: Clients, Process — troy @ 12:59 pm

From what I gather, pitching can be the most daunting and intimidating function in PR. Personally, I love it. I like the challenge; I like the rush of landing an interview or a feature. Once the research has been conducted, the target audiences defined, and key messages have been crafted, media exposure is what counts at the end of the day.

Sooner of later, you will have to “pitch” your client to the media. You will have to relate your client’s product to the public hence…PUBLIC RELATIONS. I’m pretty successful at pitching and I’ve learned a lot on the way and I still am always learning. My approach is sensible, direct but not too overbearing and personal

The average editor receives 100s of e-mails each day all from PR professionals trying to secure media for their clients. So even my subject line in the e-mail HAS to be catchy, not obscene or obnoxious but relevant to the topic being pitched. In the message, I introduce myself and answer the essential reporter questions in a concise way. The “Who, What, When Where and Why” and I attach a press release. I try to keep my e-mails short and sweet and more importantly engaging and personal. I may even mention and compliment a recent article the editor wrote just to cater to their ego. 

I think editors are tired of receiving redundant mass e-mails and find it refreshing to get something personal. I always mention that I will call to follow up to check if the e-mail is received.

I think in today’s world of e-mails and texting, people will find (I’m guilty too) any excuse to avoid direct contact. It’s just easier to send an e-mail and forget about it. Falling into that trap is just wrong because as mentioned, an editor receives 100s of e-mails each day and with firewalls the reporter may not have even received your e-mailed much less taken the time to really read it. Even though an editor may not “prefer” being pitched on the phone, I call and follow up with my pitch. It’s usually brief with a “I just wanted to make sure you received it.” I then read off verbatim the subject title to jog their memory. 

If I’m speaking to the editor live as opposed to leaving a voicemail, they will bring up the e-mail and read it. YAY!!!! It’s at this moment I have the editor’s undivided attention which is half the battle. I then reiterate the key messages about the client or product and relevance to what the story I’m pitching. I also project my enthusiasm in my voice… this cannot be expressed in an e-mail. 

Most of the time they would not have even read my pitch if I had not followed up. If they are not interested, I then ask why? They usually provide some valuable feedback that I use in future pitches or I pass onto the client. So in the end, don’t get complacent falling into the trap of sending out e-mails without proactively following up. Be more proactive and pick up the phone, speak with your editors and build a repoire.

May 29, 2009

Good Client vs. Bad Client:

Filed under: Clients — melissa @ 11:18 am

Hey Elvis…you may not think too much about this, but do you ever wonder what your agency says about you after you leave the building? Building a reputation as a difficult client is not as difficult as you think. 

Next time you visit the agency, look around. You see that little voodoo doll in the corner of the designer’s desk? That’s you, the monster client. We stick sharp pins in it at every given opportunity. You know that mysterious pain you get in your gluteus maximus every once in a while…oh yeah, that’s us. That’s just payback. 

Now, look carefully. You see the little shrine in the corner? The one with the candles and incense? The one with the love offerings of chocolate and flowers? That’s for you, the good client. It’s where we pay homage to you.

In short: you can be a good client to whom we bow thankfully, or you can be a client straight from the bowels of designer hell. Here are some guidelines to navigate the challenges of working with an agency:

GOOD CLIENT: Be organized, and be prepared. You know your business goals better than we do. Organize your information prior to communicating with the agency, after all, my time is your money. As a side bonus, your account executive will drop dead from shock.

BAD CLIENT: Bring over 15 pages of brainstorming notes, and ask the designer to figure out what they mean. Careful though…the designer may just jump over the conference room table and throttle you.

GOOD CLIENT: Have an idea of what you want, or at least a marketing goal you would like to accomplish. 

BAD CLIENT: Come to the agency and say, “I have NO idea what I like, but I know what I like when I see it, ooooh, how about we just do 23 designs and then I’ll pick one…?” In the immortal words of Jerry McGuire, “help me…help you.”

GOOD CLIENT: Bring examples of design or marketing pieces that you DO like. This will ultimately start a dialogue that will be mutually beneficial, and lead to the appropriate solution for your business. It gives us an idea where to start, which also saves your company time and money.

BAD CLIENT: Wait until we spend two weeks designing your piece, and then say, “I like it BUT…I would like to change the fonts, the layout, the size and the photos.” If you want to change all the elements, you didn’t like it. Be honest up front, it will save a lot of aggravation…for both of us. 

GOOD CLIENT: After we come up with initial concepts, give accurate feedback. Communicate what you liked or didn’t like. 

BAD CLIENT: Make me guess what you are thinking, and then ask me if I liked my own design. Seriously? Of course I liked it, I designed it. I’ll just look at you funny. Please consider what it is that bugs you about it, and come up with a more decipherable answer than, “I’m not sure.” A well thought out reason, however small, will also lead to a more appropriate solution, in a quicker amount of time. If you have deadlines, this could save you.

GOOD CLIENT: Make an executive decision when it comes to the creative.

BAD CLIENT: Show the design to the whole office, and ask what they think. Congratulations, you just split your own company into sides…those that like it and those that don’t. Please don’t design by committee. The truth is, “Souplantation” design is always going to suck. If you really want to annoy your designer, go to the agency and begin a sentence with this, “Well, I showed it to my [significant other, fill in the blank] and she thinks….” Tip: If you are the decision maker, make the decision.

GOOD CLIENT: Stick to the schedule and make the job a priority.

BAD CLIENT: Neglect the job for two weeks because you were recovering from your nose job, and then call the agency in a blind panic and insist it’s due to the printer…today! Right before the proofs come back from the printer, go on vacation, and turn off your cell phone. We really don’t want to have to track you all over the globe.

GOOD CLIENT: Proof CAREFULLY before it goes to the printer.

BAD CLIENT: Make 25 revisions to the job and then go back to the designer and say, “Why don’t we just stick with the original”? Take all the prepositions [of, for and to] and change them all. Then, change them back a week later. The designer’s blood pressure will go up 100 points. It’s really hilarious. Just hope he or she doesn’t stroke out before the job is complete.

GOOD CLIENT: Respect our time and talent.

BAD CLIENT: Call us up on a Friday afternoon at 3pm and tell us its due back at 6pm that night. Then ask for 4 days worth of Photoshop changes. Add as an aside, “By the way, I made a logo in MSWord, why don’t we use that”? Please realize that the agency [collectively] has decades of experience. We know what works and doesn’t work. Trust us, we are the best at what we do. Respect the talent and time it takes to put the finishing touches on a great job.

GOOD CLIENT: Pay what you owe and pay on time.

BAD CLIENT: Go to Las Vegas during the final proofing process…make 18 blueline changes when the job is almost done. When the job is complete, nickel and dime every charge. The simple truth is, we are professionals and deserve to be paid, as do our vendors. Please pay what you owe, that’s just nice.

GOOD CLIENT: When the job is complete, send a thank you note or email. It’s professional, it’s good manners, and everyone in the agency will be in complete awe. Every time the name of your company is mentioned…we’ll hear the hallelujah chorus in our heads. Everyone in the agency will say, “I LOVE THOSE GUYS”! We may even have a parade for you in absentee.

BAD CLIENT: When the job is complete, nitpick all the little details you missed. Tell your superiors that it was all our fault…we really love that.

Please make a concerted effort to be a good client. A good working relationship is a two way street and a great agency is worth its weight in gold. Please respect us as much as we respect you. 

Peace.

May 27, 2009

A Day in the Life…

Filed under: Annual Reports, Clients, Mentus Water Cooler — gary @ 2:46 pm

The day begins with a check of my iPhone, and I’ve already got 15 emails at 5:45 am. It’s going to be a wild one today. Friday, in the midst of annual report season. Coffee & toast, check the headlines, shave, shower, kiss my wife goodbye on her way to work (she’s a Special Ed. Teacher), get my 10-year-old daughter up, fed and to school. Don’t forget her lunch. Then zoom, fight the traffic, walk my girl to class and give her a quick hug and “I love you” even though “that’s SO not cool, Dad,”  but she smiles and I zoom off to work.

John is usually the first one in, but today I get in earlier and turn on the lights and printers. Strangely quiet. That’s about to change dramatically. We have 3 annual reports slated to ship to the printer today, if we can get final sign off.

Adrenalin starts to flow as I check my emails and start making some last minute Photoshop changes. . . remove some wrinkles here, a zit there, and whiten teeth throughout, after looking at loose color proofs we ordered to balance color. Almost feel like a father on graduation day when I send annual report files to the printer. . . I want everyone to look their best!

Mid-morning calls from hungry print vendors who claim they are the best thing since apple pie. . . we already have the best printers, but thanks! Emails with last minute text changes. . . the chart numbers on inside front cover have changed and several text changes on page 3 and page 4. I rebuild the cover file with spine included, just as it will look on press. Double check that all files are CMYK and high resolution and another spell check, just in case. Print out lasers, have our Acct. Exec. proof, then PDF to client for approval of changes. Client signs off 1 hour later, and this one is almost there.  Collect, save all files to disk, including photos, illustrations, and fonts and burn the DVD. Print out lasers and create a laser dummy so that printer has a good reference for annual report. Write notes on margins with special concerns and tech. information that will save time for prepress dept. I package all and drop off for FedEx First delivery.

Meanwhile, trail mix from Trader Joe’s and water. . . doesn’t look like there’s time for a real lunch today; too much going on. Melissa calls me over and says she just got approval on the second annual report that is due out today and can I look over her printouts one last time. “You bet!”. . . but take a phone call first from our AE on the third annual. . . changes coming back in ½ hour. . . be ready! This is all coming together. Adrenalin rush number 2.

I proof Melissa’s files and find only one mistake. . . spell check didn’t pick up because it’s a real word and was in the original MS Word file provided. Person’s title should be “former CEO” not “formal CEO”. . . unless he’s just a real well-mannered, traditional guy that just wants to be known that way! Client confirms the error and Melissa corrects.

Run upstairs to check for new FedEx delivery and yes, box is there with printer proofs for another annual report that is in progress. I review proofs and all looks good. . . give to creative director to review before he hands off to our Acct. Exec. to bring to client for their review.

It’s noon and laughter explodes from the lunch room. I detect the smell of a fresh pot of coffee as I breeze by on the way downstairs to my desk. Latest changes to 3rd annual report have been emailed to me and our AE has written up the changes on our internal revision form so that  I have something to proof against when I’m done. Not too bad, except now copy is running long on page 4. I adjust top of columns slightly to match up with top of graphic on page 2 and it all fits and spread actually looks better than before. Phone call from vendor, “yes it will be there today!” Print out lasers of edits for proofing and hand to AE.

Melissa has her files approved and I write up purchase order with all specs. . . # of pages, final size, paper, inks, binding, ship and arrival dates, etc. and fax to printer so they can get paper ordered and project stays on schedule. Melissa’s AR needs to be at printer today, so she FTPs her high res. files to the printer, and the adrenaline keeps flowing. I send a low res. PDF file to printer for reference and we also FedEx a backup disk of files and color laser dummy so they will receive the next day.

My wife calls and asks if I can pick up my daughter at soccer practice after work. I quickly calculate the odds and give her a “Sure, no problem” and now I have even more incentive to finish the third annual report and make FedEx. All is in sync and the pace is now humming when I get the call at 3:30 pm that the client has 4 pages of changes. I calmly make each change and check off each as I do them. Run spell check and have Karen check as well. All good. PDF to client. At 4:45 pm they give us the go ahead and I gather the files, burn a disc, and print lasers for the printer, package for FedEx and jump in my car. Race to FedEx for the third and final deadline of the day. I have 10 minutes to spare before they close for final drops. As I park my car, it occurs to me that I’ve beaten the curse of Friday the 13th. . . today has gone very smoothly, despite all we had to accomplish. I sigh, and the door handle of my 1991 Acura Integra promptly breaks off in my hand. Yikes! Quick, roll down the window and open the door from the outside, run inside and drop off the package with minutes to spare. Not bad. I’ll take a broken handle over not making FedEx any day. Heavy sigh. On to soccer. Tomorrow is a new adventure.

May 19, 2009

The Benefits of Process and Adhering to a Schedule

Filed under: Clients, Process — janine @ 10:50 am

The dictionary defines process as a series of actions or steps taken in order to achieve a particular end. And a schedule is meant to be a plan for carrying out that process giving lists of intended events and times. 

In the agency world, the steps taken for each project are critical to any successful communications project large or small. As an account supervisor, my best days are those when our process proves effective and we meet the milestones agreed upon between agency and client. My best days also involve chocolate but that’s a subject for another blog.

Just imagine your company having the desire to create a new brochure or design a new website and you take off down the design path without a process or timeline in place for completion. I’m sure you quickly envision multiple revisions, long meetings and budget concerns. The results are inefficiency, frustration and overall lack of accomplishment.

More often than not, a process brings structure and consensus between team members at key points in the design process and allows all members of the team to provide input. It also anticipates goals and objectives, sets expectations and puts in place a system of checks and balances.  The schedule while remaining flexible and fluid, gives clear guidance of not only the process milestones but also the timing required to deliver a successful, well-strategized and timely project.

In other words, with a sound process and well-orchestrated schedule, we see happy clients with happy bosses and therefore long-lasting agency relationships!

Process + Schedule = Success

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