How do you use Social Media...

• Do you measure up?
• Do you know how to measure it?
• Do you know how to use it?

Check out this infographic. If you want to know more about how to make social media be a successful tool in your business...send me a tweet @MonteMartin with your phone number and I'll get right back to you...with a phone call...because the oldies but goodies still work for more indepth communication.

InfoGraphic: Coloring a story

If a picture is worth a thousand words, maybe we communication types should consider using less words and more images. And with the growing popularity of communicating through social media there's only so much you can say in 140 words.

HubSpot’s Dan Zarrella conducted research to help determine the science of tweeting and packaged this research into an easy breezy infographic:

Are you using infographics as a public relations tactic? Below is an infographic I recently created for FEMA in the Alabama disaster that was distributed to the media, posted and tweeted. It was picked up and used by several media outlets.

Contact me to help you design a graphic to tell your story!

Disaster Preparedness: Are you ready?

Disaster Preparedness Kit
produced for the Kentucky
Department of Emergency Management

Resolve To Be Ready

The Federal Emergency Management Agency's (FEMA) recently kicked off a national campaign to encourage all Americans to resolve to be Ready in 2011.

I work in the world of emergency response and recovery. Each time I return home from a deployment, I feel blessed to have been able to contribute and do my part to help people in need. It would be amazing if humankind could prevent emergencies and crisis issues. Since avoidance is a futile fancy, the best we can do is prepare.

Geologists have peeled back Earth’s topographic cloak and validated that Mother Nature’s wrath has existed on Earth since the beginning of time. Hurricanes, fires, floods, earthquakes, polar shifts and even giant meteors have scraped, scorched, covered, shifted and altered our planet. In recent years the media has played out numerous tragedies rooted in human calamity, carelessness or intention to harm that cannot be protected by borders on a map.

When disaster strikes, it affects individuals, families, businesses and communities. Though FEMA and the agency’s employees play a huge role in the nation's emergency management team, disasters begin and end on the local level. It is for this reason Americans should step up to get ready because in a disaster-related event, prepared individuals and businesses are a huge asset to critical response and long-term recovery.

You should be confident that your emergency plan is solid, flexible and be sure your emergency kit is fully stocked. Without adequate preparation, a future disaster could mean that you, your family and your business must compete with thousands of vulnerable residents for food, water and critical resources including medical treatment and shelter.

In addition to disaster response and recovery training and hands-on experience under FEMA and the U.S. Department of Homeland Security, I’ve assisted businesses, municipalities and organizations develop and update crisis plans and train employees should they come face-to-face with a worse-case scenario.

Are you prepared for emergencies? If not, I can help you Get Ready in 2011. Contact me to learn more.

Crisis Management: Training And Drills

Plan. Prepare. Practice.

The fact that training and drills needs to happen is not a debate, but for governments, costs in an uncertain economy are an issue. As well, for many companies and government agencies, exercises are scripted plays of cut and past scenarios that are practiced over and over again.

Check out this April 2, 2010 article in The Washington Post, "National disaster exercises, called too costly and scripted, may be scaled back."

As a child, I learned to tuck and cover in tornado drills, how to stand in a door frame during an earthquake, and even way back then, we had a family plan of how to escape our two-story house and a specific location for our family to meet if we had a house fire. We practiced, and yes, we experienced them all for real, even a major house fire.

The measures our family put in place to plan, prepare and practice were small in comparison to larger state or national drills and training, but they saved us when it counted most! Whether a single family or a large agency, it is crucial to have drills and training. Scenarios should be as real as possible because they can save lives. Scenarios also should be goal oriented, measurable and practiced in a way that promotes communication, coordination and collaboration.

Having been involved in local, state and federal drills, some were for fluff, to receive a pat on the back for a “job well done” and only because they were mandatory. In one drill, I observed face-to-face communication and decision makers not being able to agree on next steps. I have been involved in training scenarios where if the situation were real, citizens may have been severely affected because people could not make decisions or made bad decisions.

During one particular training drill, upper management was not pleased with unsolicited feedback from those of us responsible for the ESF#15 function (comprised of county-wide communication folks) as we stood together (four of us at the desk during the exercise) to explain the potential ramifications of their directions and decisions. Fortunately, it was only a drill. After that particular drill, management decided to involve ESF#15 more closely in strategic planning, execution of drill exercises and asked for help in reviewing the entire operation for ways to tighten up. None of us should be afraid to make mistakes, and from our mistakes, learn from them the first time. After all, moms and coaches always say, “Practice makes perfect.”

Speaking as a communications professional, whether in public relations or public affairs, looking at all angles of a situation is ingrained in our thought process. As well, we are used to accountability when planning through objectives, strategy, goals, tactics and measurement. I believe it is our responsibility to encourage and work with management or government leaders to explain the rationale for implementing the same processes employed every day doing business should be used for crisis training and management. Most business and government people understand SWOT: Strengths, Weaknesses, Opportunities, Threats. Those four things can be used to measure performance in training exercises or drills. We can only find the error of our ways, discover weaknesses and adjust when necessary if training exercises and drills are executed with thought, built-in realism and include a mechanism to capture and measure performance. If we don’t insist upon it, then as communication professionals, we are the ones left to clean up the mess!

Stepping back to be sure processes and procedures are in place is sometimes necessary to ensure effective crisis planning, preparedness or practice is in place for a family as well as at the federal government level. No matter the actual hard cost or methods used to practice and train (live or simulated), successfully having implemented those three steps are priceless in a real disaster because people’s lives are at stake.

Does your company or organization have a current crisis plan in place? Do you know if your crisis plan is workable? Have you practiced your plan? Confused about crisis planning and management? Contact me to learn more.

Spruced Up Releases Spring Media To Action

About two years ago, I began adding custom graphic headers and including photos and logos in Satellite Media Advisories. Several producers offered unsolicited feedback about how the image/graphic grabbed their attention when they were booking the SMT.

A picture is worth a thousand words." So it made sense I should use images to support the words in news releases as well. Below is a recent news release as an example. With media kits, high-res photos are included on a disc or thumbdrive.

Put A Spring In Your “Door”Step with a Personalized Doormat

-A custom doormat is this year's fabulous front door accessory!

ORLANDO, Fla. (April 20, 2010) – A beautifully customized doormat from The Personalized Doormats Company is the perfect way to welcome warm weather while also putting a spring in your “door”step. Keeping more than 50 percent of the dirt outside, doormats are functional, but a personalized doormat is a customized design accessory that is sure to perk up any front door.

"When it comes to a house, what’s out front actually can say a lot about what is on the inside,” said Interior Designer and TV Host Josh Johnson. “For example, how your front door area appears when approaching up close is similar to a home's curb appeal at street level. Does it feel warm, inviting and welcoming? Or does it give off an impression that is drab, unappealing and even a bit shabby? An entryway, whether large or small, sets the tone for your home’s interior and also portrays the personality of the individual or family living there.

At first thought, a doormat might not seem that exciting. But these doormats will fashionably perk up any porch, patio and the grandest of porticos with panache while also fulfilling the ultimate function of keeping the floors clean. The Personalized Doormats Company offers doormats that are stylish, affordably priced and selections in a variety of materials, sizes and colors. By offering personalization, what was once a simple mat at a door, changes the whole meaning of ‘doormat’. Doormats are an integral part of a home’s décor and speak volumes about the owner or renter as well.

“An online company, they have something for every style and budget. Selections range from classic to chic and from simple to just plain stunning. Materials include eco-friendly recycled plastic to beautifully hand-woven coconut fiber and I really love the sparkle of the cast aluminum. A doormat is something every home needs and The Personalized Doormats Company has certainly stepped up the doormat to make it a fabulous front door accessory,” said Johnson.

In addition to a variety of materials, the mats come in sizes and shapes to fit single and double doorways, both narrow and wide. Doormats are made of different materials and depending on the location, some styles are better suited for covered entryways, others are excellent when exposed to harsh weather such water or direct sun and select doormats are very reliable under heavy or muddy foot traffic.

Pura Vida (Live the Good Life)! Stop 50 percent of the dirt from coming in your front door with the stepped-up style of a personalized doormat. Order a mat from www.PersonalizedDoormats.com for a sunny forecast this spring on your stoop, steps, covered porch or drive-up portico.

For more information or to order a doormat from The Personalized Doormats Company, call them toll free at 1-800-899-0620 from 9 a.m. –6 p.m. EST, email CustomerService@PersonalizedDoormats.com or shop online anytime at www.PersonalizedDoormats.com.

The Personalized Doormats Company, www.PersonalizedCoormats.com, is an online retail store based in Longwood, Fla. Founded in 2002 as a small online company, Jill and Alan Mecca purchased the company in 2008. Now offering upwards of 15 different product lines, their personalized doormats are shipped to customers throughout the United States and Canada. The Personalized Doormats Company offers more top-quality personalized doormat styles for homes and businesses than any other U.S. retailer.

###

Contact: For more information, to set up an interview or to request high resolution photos, contact Ms. Monte Martin, WOW! Marketing, Public Relations & Events at 407-341-9866 or by email at MMonte@hotmail.com.

Planning: Spiffing Up For Spring

Are your sales and marketing plans as bright, fresh and appealing as these Daffodils? Or more like a dried up bouquet of flowers that you haven't been able to throw out because they remind you of...something you can't seem to remember?

Or do you even have a plan?

My new online retail client Personalized Doormats, orginally contacted me to write two news releases per month as well as web and email blast content.

During our first meeting, I asked them how they currently integrated public relations (news releases, social media and media coverage) with other sales and marketing functions such as trade shows, email blasts, social media, promotions, special events, community relations, AdWords, etc. Their answer, "We don't. But we probably should. Can you help us with that?"

With their budget and goals in mind, I suggested they hire me to help them develop a sales and marketing plan the first month instead of writing news releases. So, we "worked together" the first month where I got their input and feedback. We had two, four-hour meetings; one, two-hour conference call; and four, one-hour weekly calls where I took them through a series of questions about their business, (past, present and future), competion, sales goals, personal business goals, products, customer service, a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and more.

The end result, allowed me to take the information gathered to develop a six month sales and marketing plan, including a month-to-month timeline with activities and tactics. As well:

• They'd never thought about joining two key professional associations.
• Now, they are new members and have picked up new business from their memberships. 
• They have a blog, but rarely posted anything to it. 
• From new customer comments, product photos, special offers, tips, videos and news releases will soon begin being posted and in the next six months, as they build their business, they plan to hire me to "ghost write" blog postings on a regular basis.
• Their twitter and Facebook account was set up, but they had no idea how to use social media. As well, the sites were not set up or being monitored correctly for their type of business model. 
• Last week, we had a three-hour social media training session where I taught them how to brand their pages and how to use the various sites - twitter, Linkedin, Diggit, Flickr, YouTube and Facebook - the differences in the sites; kinds of communication messages to post (not overly sales-y, not hard news, but with the intent of it being interactive, educational and informative), how to integrate the various social media sites, fun tips and tools to manage them and how to post, paste, link and tweet from from a technical standpoint.

I am now writing news releases and also formulating a new sales program to reach a market segment they'd never thought about. Not only will it build my client's sales, but this program will allow this new BtoB market donate to their charity of choice while selling my client's product to their customers.

So plan your plan. Write your plan. And work your plan. With a plan, you will see where you are today, where you are going and next year, look back over a successful year and see what made the difference. Contact me today to spiff up your sales and marketing plan this Spring! And...while you are at it... Order a new doormat today and "Put a Spring In Your 'Door'step!"

SMT: An email teaser awaits

An evil plot is about to be unleashed upon Walt Disney World. The stakes grow higher every day, so stay posted. More clues to come.

What is this? It is a TEASER a.k.a. HOLD THE DATE

It is meant to:

• Entice the reader of the email;
• Arouse their interest;
• Peak some curiosity about what's next;
• Anticipate being pitched a story;
• Know something is happening on April 7: and
• To make them want to be a part before having all the details.

This teaser was just emailed to television media contacts and outlets in the top 20 markets. It is being sent in advance of emailing the Satellite Media Alert and then verbally pitching a Satellite Media Tour (SMT) with Author Ridley Pearson. The SMT will be on April 7.

There is more to come...And if you want a great teaser for your next campaign, contact me at mmonte@hotmail.com or 407-341-9866.

Twitter: Tweets Of Wisdom Part 1

Hello. Tweet tweet.

Twitter Communicates

Twitter has a very simplistic concept and this gives people a misconception that it doesn't take much time or dedication. But, like other tactics used to reach your customer base, including e-newsletters, brochures, news stories and for that matter even web content, it is a communication tool that has to have enough effort behind it, and using the right words for measurable success.

When I first set up my twitter account, I had no idea about hash tags, retweets, if I should manage who followed me…or not, how to get people to follow me, or many of the other functions surrounding twitter.
In addition to posting 140 words or less, there was the tracking, analyzing, evaluating and reporting if I wanted to monitor the ever so much sought return on investment. Especially, since I quickly learned that twitter could take up a lot of time.

Twitter Engages

Without a social media plan specifically tailored to achieve business goals, I can’t tell you how often or what to twitter. But, I can promise that effectively tweets can build your business if done right.

Three ads don’t make a successful advertising campaign. One news release without follow up pitches to media doesn’t usually result in many stories, and a tweet or two here or there doesn’t build your business.

Twitter can’t be done in five minutes a day with five “seemingly engaging” tweets. The key word here is engaging. This social media tool isn’t just about pretty pictures, bragging on how awesome your company or product is, and unless you are a celebrity, no one cares what you eat for lunch, when you get your nails done or your golf score. Twitter messages must be meaningful to your followers in a way that engages them to retweet your message, click on a link to learn more, become educated, or purchase your product or service.

Twitter Connects

Just like media relations, customer service and business networking, think of it like a connection. Done right, it is a tool that gives you direct communication and allows for interactive feedback with current and potential customers. As well, there are tools to measure metrics and return on investment to show how it works.

Social media can be a powerful and effective tool if you commit to it and use it correctly. Twitter is not for every business, but with a plan of tactics, twitter can play a part in achieving business goals. With a little time and patience, it is very effective and by using time-saving tools efficiently, “we” don’t have to be connected 24/7.

Twitter Works

If you want to know more about how to use twitter to build your business and tweet to your tweeple, contact me @ mmonte@hotmail.com or 407-341-9866!

Crisis Management: The Ambush Interview

A reporter sticks a microphone or camera in your face. What do you do?

Avoid these common mistakes:

1. Never ever say, "No comment."
2. Don't do the duck...i.e. acting like the reporter, camera or microphone are not there by continuing to go on about your business or leaving the area without saying a word.
3. Garbling an answer or blurting something out to satisfy the reporter quickly. In all likelyhood, even if you know your topic and the answers to their questions, you will look and/or sound ambushed and surprised.
4. Don't ask the reporter to call your office to schedule an appointment.
5. Don't say, "If you give me a list of your questions, I'll be happy to look at them and get back to you."

Keep in mind that the camera is rolling! Anything you say or anything you do can be put on TV! The only way a to engage with a reporter in this situation is the following:

1. The CEO should, stop, smile, look the reporter in the eyes (not at the camera).
2. Politely say, "Thanks for your interest in interviewing me. I would be more than happy to speak with you, but right now I am about to...step into a meeting, leave to pick up my child from school, file a report, meet with my staff, rehearse for an important presentation, etc. (something credible and real).
3. Now, let's set something up for (later this afternoon, this evening, or in the morning-the CEO inserts time of day to allow for prep time).
4. This way, we can sit down, and I can be sure to have plenty of time to answer all of your questions.
5. As well, I'll be happy to stop by your office/station if that is convenient or you may drop by my office."

Remember, a reporter is a person and they appreciate being directly spoken to and politeness counts! Never brush off a reporter! They have an assigned story to do and the CEO (good or bad) has a story to tell. How the ambush is handled can turn a story from bad to worse and bad to much better, maybe even decent.

As a spokesperson, you'd be surprised how many times they have asked me to stop by their station when I offered. Reporters are usually on a deadline and I have found that by offering to do the interview at their station, you are meeting them more than halfway when an interview is put off for a later time. Plus, sometimes it is in the company's best interest to not have reporters roaming around the office and an interview disrupting the workplace. By going to the station, the location is actually more neutral.

There is also something to the fact of the reporter/station playing host to the CEO vs. the other way around. As the host, the reporter may not be as agressive or "in-your-face" with questions...Note: May not...

So, the interview is set for later. Now what?

1. The CEO calls the communications team to advise them of the scheduled interview.
2. The PR person should call the reporter and ask, "If there are any specific questions or areas of interest for the interview because I may be able to provide backgrounders, bios, or fact sheets that will be helpful for the interview."
3. It is fine to email information to the reporter, especially if the background materials are technical or detailed in nature.
4. Staff gathers other appropriate information for the CEO including key messages, talking points, FAQs, backgrounders, fact sheets and answers to hard-hitting questions.
5. Then, if needed, the CEO has time to review the materials before the well-prepared and relaxed interview.

For more information about how to come across as a success on camera and nailing that interview, contact me to set up media training for your CEO, staff or key management.

Social Media: Santa Goes Viral

Suddenly Santa...flys on the World Wide Web...without the help of his reindeer.

Central Florida media outlets were invited to cover a sneak peak of Suddenly Santa, a “flash mob” video production being filmed today at the Winter Park Amtrak Station and in the surrounding park area. The script included an impromptu appearance by Santa along with hundreds of orchestral singers and choreographed dancers in a surprise performance to local cast members staged as families and tourists enjoying a day in the park. The joyous four-minute video, Suddenly Santa, was unleashed on Thanksgiving Day, Thursday, Nov. 26, 2009 at 2 a.m. on www.YouTube.com/SuddenlySanta.

Want to create your own viral video? Contact me and I will hook you up with all of Santa's elves, in this case it was volunteers, to fly around the world.

B-roll: More than pictures

B-Roll is video footage, with or without sound, used by broadcasters to supplement the main elements of a news story. In addition to the video, B-roll includes key images, copy and back-up material. It may include short quotes from spokespeople as well as sounds and images. It typically contains video without sound for broadcasters to select their own segment of the video for their story and they will match it with a voice over or on-screen explanation from the reporter or anchor.

For the most part, B-roll enhances, adds dimension or visually tells the story, but the origin of B-roll was footage shot that could cover an editing jump cut.

In the world of film and documentaries, B-roll is quite often thought of as back-up footage. For film, the producer uses the footage to edit together unconsecutively shot clips or scenes. This is done by changing from the A-roll to the B-roll while the audio from the A roll shot or another source plays under the B-roll. The footage allows the editor to cut back to footage, so that it appears as if the two scenes, visual and audio, were shot together as one piece.

In the context of news, B-roll has a different use. B-roll footage is provided to a broadcast news station to complement a story. It is shot in advance of the story that will run on the news. Producers set up the the provided visuals, but add their own or provided script from a news release or fact sheet and the reporter or anchor does the audio narration so the story appears like it was all done by the news station.

B-roll for news includes the picture stories followed by a series of soundbytes from spokespeople, people interviewed, sounds or "words from the man on the street". Each section of the video is introduced by what is know of as a slate. A slate is a black frame that runs for a few minutes before the B-roll footage is shown. The slate typically includes the title of the slate/segment, spokesperson's name and title, a short description of the footage and the the time the footage runs (usually in seconds).

When footage is provided in this format, editors and producers use the copy provided such as a suggested script, talking points, a fact sheet, a backgrounder or other important information to describe the story with the visual B-roll footage to backup the story for a segment in their news program.

Video publicity needs high-quality, timely, newsworthy footage to get the attention of news decision-makers. Broadcasters are likely to use B-roll of events with celebrities, action-packed stories, and new products or services.

B-roll works best when it is carefully and concisely edited. Accompanying interviews or sound bites always follow the B-roll footage.

Remember to always include a table of contents of slates, logo(s), graphic(s), photo(s) and the contact name and number on a slate at the end of B-roll.

Ten Tips For An Awfully Unappealing Presentation

Watch paint peel...Slow. Tedious. Messy.

Great presentations require a bit of skill, forethought, a lot of work, and practice (even when doing the same presentation over and over). Giving a poor presentation is easy. Try any or all of the following tips that are guaranteed to be as exciting as watching paint peel off bricks.

1. Misspell words. To for two. Lie for lay. Delete the “i” in Public Affairs. Don’t run spell check! Forget spell check to generate laughter that isn’t a joke.
2. Use too dark or light type on a too dark or light background. Green on blue, red on black, light blue on white or yellow on peach...all are especially difficult to see.
3. Be creative with type. Combine Old English uppercase, Comic Sans italic, Times New Roman bold, Brush Script, add shadows and several underlines for emphasis and several font colors. Make it look pretty. (fyi...the design rule of thumb is no more than two fonts including different styles i.e. bold, italic, condensed of the same font)
4. Use 6 point type. Pretend you are an optometrist! With a free vision test you can say, “This isn’t readable, but here is what it says…”
5. Stttttrrrrreeeetttttcccchhhh logos and photos. This way they fit. Who cares if the circle is now an oval? Or the square is a rectangle?
6. Insert low-resolution logos, photos and graphics. They look fuzzy and faded on your computer screen and even worse when projected or blown up. Be sure to use less than 75 dpi or and smaller than 900 pixels wide by 720 pixels high.
7. Dress down. Wear a shirt “worthy of discussion.” Wear your “holy” jeans. Flip on those flops. If dress down was good enough for the White House a few years ago, it is good enough for anyone.
8. Read every word of every slide, poster, handout. Keep your back to the audience. Then you can't tell who is sleeping.
9. Use free clip art. Why spend $5 for stock images, photos or illustrations when free means kudos for being budget conscious.
10. Don't practice. Don’t rehearse and never arrive to set up early. You don’t want to seem overly polished.

Seen it, heard it or slept through the presentation? If so, may these memorable tips be memorable enough for you to remember not to use them.

SMT: Buzz Aldrin KARE11 Minneapolis

Aldrin reflects on 'Moon Landing' 40 years later

kare11.com Twin Cities, MN Aldrin reflects on 'Moon Landing' 40 years later

Online: Are you distinct or extinct?

The brand of Google. It began by being known as a search engine and a noun...www.Google.com. Then Google became a verb as in..."Have you Googled yourself?" or "Be sure to Google that new job applicant." or "When going on a blind date, be sure to Google them."

Have you Googled yourself lately?

Are you distinct or extinct?

Using Google in this way is fun and interesting, but it also is a way to proactively learn about online identity. Experts say online identity affects professionals in many ways, both positively and negatively and in the world of online communications, if you don't show up in Google, you don't exist. When applying for a new job, being considered for a board position or going on a date, you can count on being Googled. Knowing what Google says about you and proactively managing your name or company online can be a critical step on the road to success.

According to Reach Communications, the company that developed a free tool to measure your distinctiveness online, "In the new world of work, your online profile plays a critical role in your ability to achieve your professional goals. Until now, there has been no way of evaluating the strength of your online personal brand."

Over 44,572 people have tried this application. Now, I am one more! It took about five minutes and my score shows that I am "Digitally Distinct." Well, I do spend a "certain" amount of time utilizing the World Wide Web.

Google results can change fast so, regularly monitoring an online identity is a must! If something negative, such as an anonymous character attack on a blog or forum pops up, it can be quickly addressed!

Click on the button above and discover your level of distinction. And heck, it is free to use!

Then, if you are less than digitally distinct or find something that is negative, contact me to to create a plan to bump up your brand or bump out negativity. It may mean the world to understand, monitor and make sense of your online identity.

PR: 5 Whys For Public Affairs

If your affairs aren't public...they should be!

Don't hide or cover up!

According to the Public Affairs Council, there are five reasons why public affairs is more important than ever:
1. Public Distrust is growing;
2. Brands are valuable, but fragile;
3. Big Government is here to stay. At all levels, the government’s involvement in business is increasing, not decreasing;
4. Life is not fair. Terrorism, trade wars, government deficits, frivolous lawsuits—all of these eternal challenges can have a big impact on a corporation or association; and
5. You can’t go it alone. Every organization is tied to the communities it serves and governments that regulate its activities.

The most important thing to remember when it comes to public affairs is that unless you target the message to your audience of influence: elected officials, lobbyists, CEO’s, local community, and media directly, and ofetn with different messages, the action, attitude or influence desired will be missed.

Do you know:

• Who your key publics are?
• If your tactics reach them?
• How to change messages for different publics?

If you need help reaching the right people, contact me to create a WOW communication piece, special event or write a brand new plan!

Blogging: Is your blog credible?

Is your blog a reason for your readers go in another direction for information because they don't trust what you say?

In a recent poll:

• 80% of those polled said they used corporate blogs to get information;
• Of those who used them, only 16% rated them 4 or 5 on a five-point trust scale;
• Only 16% of online consumers who read corporate blogs say they trust them;
• Among people who regularly read blogs (at least once a month), 24% trust company blogs; and
• Among people who blog themselves, 39% trust them.

This result is not surprising. In the last few years, consumers have become more sceptical about corporations and even more sceptical their government. Consumers likely don't trust company blogs for the same reasons they don't trust corporate advertising and certain media outlets or reporters.

What would make anyone trust a blog more than a news release, ad or message from the CEO, Director, Mayor or City Manager?

Does this mean blogs are on their way out? No.

It just means that communication professionals, marketing folks, publicists and anyone else who blogs has to be extremely thoughtful about what they post. Here are a few things that make a blog more credible:

• Utilize a key strategy of being customer or client focused;
• Create a community for readers that encourages feedback and comments;
• Don't hide the name of the person who writes the blog;
• Respond or address comments, especially any negative ones;
• Blog about hot topics readers would like to know your opinion or "side"; and
• Be a voice in the community, be that a place, your brand or area of expertise.

If you'd like to know more about writing plan for your blog, want honest feedback about your blog or want to start a blog, contact me at 407-341-9866 today!

Blogging: 10 Tips

"No rules. Just things to consider."

When blogging for yourself and/or for friends or family, there really are no rules. But if you are blogging for business, you are writing your own articles, so here are a couple of things to consider:

1. As a blogger, you are a publisher! Blogging can be part of a brand. Even if it is the brand of you! Think about your goals as a blogger. Do you want to be seen as an expert? Do you want to share your personal ideas and thoughts? Do you want to get people thinking? Do you want feedback? Or do you just want to use it to document your life?
2. You can have more than one blog. In addition to WOW!, which focuses on marketing, public relations and events for business, I have a personal blog about "stuff" that I share only with with friends and family.
3. Create your blog in a word document. Sometimes it is easier to use spell check in Word. And in a third world country, you never know when the electricity is going to go out and you lose everything you wrote for the last hour!
4. Stick to one area of interest for business. Be the expert in your field! If your blog is for business, or sales and marketing purposes, feature a key "story" or idea for each post. More than one post a day is ok too...especially if a blog is timely.
5. Edit yourself. A senior public relations professional once said "write what you write, and then cut at least 10%". How awful it seemed at first to cut out "my" wonderful words! Eventually, I learned to delete flowery adjectives (four meticulously unique and specially compounded, botanically formulated new-age hormones), flip sentences to write action-oriented content (use "is" not "will be"), and edit superfluous words from content (that is one word that can often be cut out of that sentence because deleting that will cut that copy by at least that much) - some words, such as that, can be deleted from copy without changing the meaning of the sentence.
6. Use bullet points or numbers. Formatting helps break out or define thoughts and makes it easier for readers to follow content.
7. Use subheads. Just like a magazine or newspaper article, subheads improve readability.
8. A picture is worth 1000 words. Post photos at the top and/or insert them throughout the content. Photos break up copy and add interesting graphics.
9. Be mindful of tense. Monitor flipping back and forth between yesterday, the present moment and the future. If the tense changes, use transitions, so the content is more clearly read.
10. End with a call to action. Always ask for the business, feedback or comments.

If you need help getting your blog started, want to know how to blog to market yourself and your business, or need someone to "ghost write" your blog, contact me at mmonte@hotmail.com or 407-964-1557!

Blogging: To Blog Or Not To Blog

As a child I had a diary with a key.
Now, I blog online just for me.

In December 2005, I spent five weeks in Costa Rica studying Spanish. Before the trip, I decided I didn't want to be obligated to email or commit to a time for regular phone calls because I wanted to "remove myself from technology," and not miss any impromptu surf session or una Cervasa Imperial on the beach at sunset.

After hearing a few groans/hints/concerns that I would not be in touch with "the world", I decided to start a blog. By blogging about my travels in Costa Rica, my friends and family (mom especially) would know I was ok.

I visited the local Internet cafe every few days. While enjoying the best cafe con leche, I would grab a computer in the corner and write (the cost was about $2.00 an hour!).

After returning home, I continued to blog my thoughts, adventures, lessons, hopes, dreams, occasions and life in general. Writing for me is like exercise, sleeping and eating. I have to do it. A computer makes the task much easier than pen and paper. My personal blog is really more like a diary. At times, I've posted on it daily and then months of working seven days a week and 12-14 hours a days left little time for me. Seeing those months with no writing is like looking at long lost time. Where did it go? What was I doing? What was I thinking?

It's time to set aside "Monte blogging time"! Personal writing can be a word map of your life, without visual pictures. And it is really awesome to occasionally read old posts to reflect, compare, contemplate and see the roads and paths taken.

I encourage you to write in a beautiful book, personal diary or online blog.

To learn more about how to set up a blog for business or personal use, contact me at mmonte@hotmail.com or 407-964-1557.

PR Tips: Social Media Defined

Social Media a.k.a. Cyber Affairs

It isn't defined by Webster yet, but other sources define it as:

• A form of Internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media;
• Writing content that is remarkable, unique, and newsworthy. This content can then be marketed by popularizing it; and
• Utilizing social networking and user-generated content platforms promote a product, service or content.

An easy way to picture it is how people use online communication to:

• Discover;
• Learn;
• Read;
• Share;
• Inform; and
• Connect.

It is a communication tool.

In the last 10 years, it has become a way for Homo sapiens — Latin for "wise human" or "knowing human" to share information across a distance. We certainly have come a long way from using smoke signals, drum beats and homing pigeons! Social media fuses the human desire to connect to each other using the technology of the world-wide web to:

• Transform a monologue (from one person to many people);
• Pushes the monologues out through dialog (many people take it to many other people); and
• Through information sharing, turns people from content users into publishers.

Social media applications allow people all over the world to connect online for personal or business uses. Depending on the application, how it is used, how often it is used and the person or people using it, social media use can create both loose and tight relationships. It may incorporate one or many forms of communication such as the written word, spoken word, music, live video, recorded video, slideshows, photos and more.

So how expansive or narrow is your communication around the world, in your community, with co-workers, to clients, within professional organizations, to neighbors, friends and even your family?

Want to grow it or control it? Contact me today by snail mail, email, phone or if you see me surfing, leave me a note in the sand.

PR Tips: Ten Tried And True Topics To Talk About

Not sure how to promote your organization to the media and in turn, help grow your business? These top ten can help maximize your chances of media coverage to get your message in front of decision makers.

1. Health. This topic is covered more than any other by the media. (except in a presidential election year or during a spiraling down economy ; - )
Do you have a fabulous spa that offers unique health benefits? Does your hotel cater to patients recuperating from plastic surgery? Do you offer "Low-Fat, Low Calorie, or Vegan" meals? Can employees to workout at work? Do you have weight-loss tips or have a staff expert who can be interviewed about getting healthy?

2. Children. Everyone loves children. (good children ; - )
Do you offer specials for children? Do you have a kid-friendly event? Has a child done something good/unique/kind/helpful/thoughtful? Is there a special children's menu?

3. Pets. People love reading about pets, almost as much if not more than children.

How about a new service at a doggie day care? Can employees bring their pets to work? Health care services for pets? What about unique pet services such as frequent flyer miles, doggie treats at the drive-in window, unique pet products, check-in goody bags, pet-friendly patio?

4. Holidays. The media is always looking for stories surrounding holidays.
Does a spa offer relaxation tips for the stressful season? What about a special rate or price for Mothers, Fathers, Grandparents or Friends Day? How about a restaurant offering a free beverage on tax day or a kick off summer special at a museum where an adult gets in free with paying child (yep...backwards!)?

5. Controversy. Opportunities can be a great fit with controversial current events.
Are you helping prevent or deter crime with a new service? If a movie star sports a certain negative, send them your positive product and also ask them to send you a photo of it with them or written note to promote it. Can you offer tips that combat controversy or serve as an expert on either side?

6. Celebrity. Everyone wants the scoop on celebrities.
Get a photo of a celebrity (athlete, actor, comedian) at your place of business and send it to the media? Is a celebrity part of your charity event? Is your CEO a celebrity in their own right? Is Brad Pitt at your house at 3 a.m.? (call TMZ, right then and there after you snap a photo using your cell phone)

7. Money. Money is always hot if it saves.
Do you offer unique ways to save money? Offering any new or increased perks or rewards ? Do you offer special discounts seniors, students or moms?

8. Current Trends. The media likes to tie stories to current trends.
Does your restaurant offer "South Beach Diet or Weight Watchers" selections? Has your business won a green award? Have you reduced your electric bill by changing light bulbs?

9. Charity. Heartwarming stories sell, especially Friday or weekend news.
Did you donate to a charity in need? Does your company sponsor or host a charitable event? Does your business offer free tickets to certain non-profit groups?

10. Interesting. Producers, editors, writers, reporters…want interesting!!
Is your product or service REALLY unique? Do you work in a cool location like a boat? Are you a former real estate agent now happily working for a nonprofit? Have you retired and then started a new career in a different kind of business?

These are just a few popular topics. "Ten Tried And True Topics" are definitely things to think about when writing a PR plan or if you are just looking for new story ideas. By targeting the pitch to topical ideas or issues, it will help increase the chances of coverage.

Need ideas? Contact me at mmonte@hotmail.com or 407-964-1557!