Recently, I was asked to speak at an event hosted by our client, Starpointe Communities. The event, Prepare for Success in 2010, was for real estate industry leaders in Scottsdale. Now, I don’t claim to have a crystal ball and I wouldn’t dare make economic projections about one of the worst housing markets in the country. But the topic I was asked to address, I happen to know a little about – Promote Yourself: Tips for Personal PR.
As I mingled with this group of professionals, I couldn’t help but empathize with them. Was I expected to show up like some triage unit and deliver a big Hoorah! speech to stop the bleeding? As I gathered my thoughts, I paid close attention to the casual conversations I could hear around me. Besides chitchat about Tiger Woods, it was then that I realized the message I prepared would resonate with this crowd as much as it would any group of professionals. Be Prepared, Be Positive, Be Engaged.
Be Prepared.
Every organization, large or small, should have a strategic communications plan in place. This plan should be developed by first identifying your key audiences. Who should you be communicating with, in good times and in bad? Definitely your employees and customers, but also consider the media, industry peers, neighboring businesses and potential customers.
Over-communicate during difficult times. You may know the stability of your business, but your employees and customers don’t. Closed doors and private meetings, coupled with a difficult economy make for insecurities in the work place. Frequent and honest communication is key to keeping valuable people informed and on board.
A smart organization plans for the worst. A Ready-Response crisis plan should be part of your overall communications strategy. Anticipate potential scenarios, and share, prepare, and practice your response. Plan with employees. Trust me, nobody wants to be responsible for saying something they shouldn’t on live TV.
Be Positive.
I’m smart enough to know I shouldn’t try selling a bunch of realtors on the fact that all they need for home sales in 2010 is to be more positive. I would’ve been permanently impaled on a For Sale sign. I took a more cautious approach and asked them to consider how many negative versus positive comments they make about their industry in any given day. I would challenge any of us to do this. If we speak negatively of our industry or our job, others will repeat the negatively. Conversely, positive attitudes produce positivity. It’s simple, human nature. Whether you’re in the office, at a restaurant, or on a plane, the public around you are listening. Be a messenger of the positive, because that’s what will be passed along.
Be Engaged
NBC Anchor, Brian Williams, recently remarked, “The one thing we know about the news industry, is we have NO IDEA what’s happening to the news industry.” He is absolutely right (like I’m going to question Brian Williams.) But one thing we DO know is that for the first time in history, you and I have access to thousands of people by way of social media. By engaging in tools such as Twitter, Facebook, YouTube and blogs, you can be the messenger of your brand as an expert in your industry. I am continually surprised by how many people don’t take advantage of this. You’re not alone if you don’t know how to get started. But there’s no excuse if you don’t try.
First, simply watch what others are doing and learn from the experts. Mashable.com and ConvinceandConvert.com are two excellent resources. Second, just get out there and start sharing something we want to hear. I repeat, share something WE want to hear, not something YOU want to say. And third, encourage your employees and customers to do the same. An ad will never be more effective at closing a sale over the opinion and expertise from those we trust the most.
Nobody knows what 2010 will bring, but we do know the economy will continue to gain momentum. Kudos to Starpointe Communities and other organizations that are investing, advising, and encouraging their employees, customers and industry to navigate their way toward a new decade of success.
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