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Powerlines Number 26

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  • Deon Binneman
    Welcome to the twenty-sixth issue of Power Lines, DB Communications Consulting s e-newsletter. I am forwarding this to you to share information. If this has
    Message 1 of 1 , Jul 5, 2000
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      Welcome to the twenty-sixth issue of Power Lines, DB
      Communications Consulting's e-newsletter. I am forwarding
      this to you to share information. If this has been sent to
      you in error, please consult the unsubscription details at
      the end of this e-mail.

      Power Lines Volume 2 Number 26 4 July 2000

      A Bulletin of Strategic PR, Communication and Coaching
      Ideas and Insights
      'You miss 100% of the shots you never take. ' - Wayne Gretzsky

      Marketing for consultants is never easy. You are so busy
      running the business that you just don't have the time. BUT
      it is so important that you have to make it a priority or
      you will have to go and work for a boss.

      As Gretzsky says: " If you don't take a shot at it you will
      never know whether you could have reaped success". As
      Nike say: "Just do it".
      Table of Contents
      1. Create a cause - not a Business
      2. "Newsworthiness" defined: dog bites man OR man bites dog:
      3. Creating professional visibility through the media
      4. Communicating the need for Crises planning using the KISS
      soundbite method
      5. Testing your organisation's Competitive Intelligence
      6. Building a Pro-Reputation culture
      7. Some resources
      8. News
      9. Reprint and Contact Information
      1. Create a cause - not a Business
      Gary Hamel writes a fascinating article about ten fundamental
      rules that can help your company reach new heights of growth
      success in http://www.briefme.com/a/article.cgi?id=24203&uid=323911

      "There are no 10% growth rates among the very best; instead,
      truly inspirational companies exhort their employees with
      goals that are extraordinary". These exceptional goals then
      lead to amazing performance. I particularly enjoyed rule
      three: "Create a cause, not a business". Indeed, according to
      Charles Schwab: "Around here, we think we're curing
      cancer." While you may not be able to employ all these
      rules in your business, recognizing one of them may be what
      you need to move to greatness.

      Well, by now every reader probably knows my cause: "
      Leveraging Reputation". I am dedicated to leverage your
      (and your company's) reputation in the market and

      Whether I coach a client to manage his time better or
      whether I assist a client to determine their marketplace
      perceptions and improve them, I am leveraging that client's

      That is my cause.
      2. What is News? "Newsworthiness" defined: dog bites man OR
      dog: you decide
      What is news? Media Relations and publicity specialists know
      too well, but for those of us who have to, or want to create
      publicity for their products and services, it can mean the
      difference between getting into print and the wastepaper
      basket or hitting the delete button.

      It is the whole " dog bites man and vice versa debate". If
      a dog bites a man there is nothing newsworthy about it, but
      if a man bites his dog there is an element of

      Basically the guidelines for news is the following:

      NEWS IS - Unusual, Interesting, Important, Informative
      (usually in that order)- U.I.I.I., for short

      In other words, YOUR story angle must meet this
      criteria...so, "XYZ Company is pleased to announce their
      new website, blah, blah, blah..."

      Unfortunately this WON'T make the front page (or the back
      page). After all what is so unique about it?

      Therefore ask yourself: "What is it about your story that
      is unusual, interesting, important, or informative - to the
      audience, that is! If it's only U.I.I.I. to you or your
      employees, then you may want to question if releasing
      "shotgun" releases is the most cost effective approach.
      With these elements in mind, put yourself in the editor's
      and the audience's shoes, and give them a story that THEY
      will find "newsworthy".

      It is important to realise that nor the writer nor the
      editor is the final audience. The final audience is the
      audiences reached by the magazine or paper. To look at it
      from another perspective, journalists are a tool or
      conduit, media relations is the activity, the target is the
      audience -the final reader.

      Will they find it newsworthy? That is the key. Oh, and when
      you figure out the "formula" for this, put it in a bottle
      and sell it, because you'll make a fortune!
      3. Creating professional visibility through the media
      The role of the media in building professional visibility and
      reputation is immense.

      Here are a few hints from my Marketing your Practice
      workshop that can assist you:

      - Get the editorial calendars for your target publications
      and propose articles tied to scheduled special topics.
      (These are often advertised in the Star or Business Day)

      - Offer commentaries related to current news stories
      especially for weekly trade publications that cover
      industry news such as Engineering News. Just remember to
      move fast on these. By the next day the news can be dated.

      - Offer yourself as a source in your area of expertise to
      relevant editors and reporters. Two years ago I acted as a
      spokesperson for an article for a client specialising in
      Occupational Health & Safety, and a year later when there was
      a building collapse I was asked for my comments on the

      -Write letters to the editor agreeing, disagreeing or
      amplifying upon articles in your area of expertise. If it
      contains some elements of a controversy so much the better.

      - Participate in industry discussion lists on the Net in
      ways that show off your expertise. Editors and journalists
      often lurk on these lists.
      4. Communicating the need for Crises planning using the KISS
      soundbite method
      The quickest way to communicate is described by the acronym KISS:
      Keep it short and simple. One professor stated: " Why use 25c
      words when 5c words will do?" Fair enough. Is that why
      people swear??

      Let us apply this rule to why companies need PR driven
      Crises communication plans?

      Because properly managed public relations during a crises
      situation can help minimise damage to share price,
      alleviate customer and employee concerns, and head off or
      reduce the severity of legislation

      Can anyone state that more succinctly?
      5. Testing your organisation's Competitive Intelligence
      The Finance Week of 23 June ran an article entitled Intelligence?
      What Intelligence? that contained excerpts from a questionnaire
      available at http://www.strategis.ic.gc.ca/emonitor

      Some of the questions listed below got me thinking about
      the communication culture and processes in companies.

      -We get the most of our competitive intelligence from our
      -Every employee in our company shares information
      -We continually communicate to our employees what
      information senior management needs to make major

      A "no" to any of these questions may indicate a weakness.

      For sure it indicates problems with communication processes
      and culture in a company. Do yourself a favor and go and
      ask at least a cross section of management their opinion on
      the above, before discarding these questions.

      If they say no, it warrants an investigation.
      6. Building a Pro-Reputation culture
      The enlistment of employees in building a pro -reputation
      management culture in an organisation is vital, yet never
      easy. Here is some tips that can make the difference:

      - Educate them as to the Why - the benefits of being
      reputation conscious. Sponsor educational programs
      centering on reputation management

      -Talk to management and employees about reputation
      management whenever you get a chance. Do what you have to
      do to create awareness.

      - Recognise employee contributions in building a positive
      reputation. Feedback is the way positive reputation
      behaviours will be instilled. After all this is the reason
      why so many people enroll in formal feedback classes, such
      as weight-loss classes. It is not because they need a
      professional to tell them to lose weight. It is because of
      the external feedback that they receive, as well as the
      reinforcement provided by the feedback.
      7. Some resources
      Before your next PC upgrade, check out http://www.rammatters.com

      Collaboration is the Key to Business Success-Do You Have the
      Right Tools? Everyone knows constant communication and
      collaboration are essential. And odds are you already have the
      tools you need
      to develop superior collaboration within your
      company-Office 2000. Read on to learn how Office 2000 can
      be an important part of your interoffice communications.

      "How can we make meetings more effective and educational?"
      Leadership & Strategy mentor Keith Lamb answers.
      8. Latest News
      I recently launched my Marketing your Practice workshop which
      is aimed at assisting independent consultants and those in
      private and professional practices with their marketing

      The first workshop was attended by representatives from the
      Employee Benefit consulting field, legal fraternity and IT
      field. This is what Kobus Hanekom, Head of Sanlam's
      Employee Benefit Consulting Unit said about the workshop:

      "Deon, I thoroughly enjoyed your workshop on "Developing
      your Practice". We have learnt a lot and have been able to
      adjust our plans and strategies based on fresh information that
      have provided us with. Many thanks.

      One of the key issues that arose is the importance
      of using a marketing calendar in your efforts.

      As the saying goes:" How do you eat an elephant?"
      Answer:" Slice by slice". A calendar helps you to know when
      and why you need to do certain things. When and why you must
      your slice

      Look out for the next one that will be happening soon.
      I am currently doing research for my next workshop
      "Transformation Communication". See press for details.
      I am available to address your management team on the issue
      of reputation management. My talk/presentation lasts one
      hour and is entitled "Reputation - An asset in need of
      managing". Just phone for more details and rates.
      A List of Speaking and training topics is available on
      ============================================= 7.
      Reprint and Contact Information
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      Mail to : <mailto:deonbin@...> Copyright 2000, by
      Deon Binneman, All Rights

      Deon Binneman
      DB Communications Consulting
      Management Consultant & Speaker
      providing Reputation Management,
      Strategic PR, Communication,
      Facilitation & Training Services
      Phone/Fax: +27 011 4753515
      Cell: 083 425 4318
      Leveraging company & individual reputation in the
      market and workplace.

      Deon Binneman
      DB Communications Consulting
      PR. Facilitation. Strategic Influence.
      Reputation Management Counsel.
      Phone/Fax: +27 011 4753515
      Cell: 083 425 4318
      Also Net2Phone: e-mail me for number
      Leveraging company & individual reputation in the
      market and workplace.
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