ASR Blog

Rembrandt's PR and Writing Blog for Startup Success – Shakespeare Squared Shares PR Success Tips Part 2

On Monday, we heard from Kim Kleeman, president of Shakespeare Squared, Inc. about her PR success. Here is the remainder of that interview and more valuable tips from Kim:

Other than PR firms, what kind of organizations and professional groups have you worked with to enhance your publicity efforts and why?

Through my involvement as a member of the Women Presidents’ Organization (WPO), I have met many great people that support my efforts as a businesswoman. My staff and I are also involved with education, publishing, and educational publishing organizations to help generate business and to attract talent, including Vistage, Association of Educational Publishers, and others. I would tell other entrepreneurs to make each interview or article unique. Interviewers will remember you if you are different and interesting.

What publicity activities did not work for you?

The first PR firm we retained rolled out a strategy that mainly focused on generating attention within the education and publishing media. I knew that, to achieve my aggressive business goals for all three of my companies, I needed to expand that strategy to include national and business media. We are now implementing that strategy and are happy with the results so far.

What inexpensive tips can you offer other entrepreneurs for generating press?

I’m not sure this is an “inexpensive” tip, but here’s an indispensable tip: First, you have to offer an award-winning service or product that is worthy of generating press, or have revolutionary business practices. I believe that our cutting-edge employee-benefits package and innovative products are at the root of our success in generating press.

That being said, once your company has received an award, distinction, or any press, you should leverage it to your best advantage. I believe the most inexpensive PR tip I can give is to speak passionately about your business; people will be on board and excited if you are!

What are your favorite websites for learning the latest news and trends?

Association of Educational Publishers, weekly newsletters from the Association for Supervision and Curriculum Development, Education Week Magazine, and Publishers Weekly Magazine.

If you have questions or comments about your public relations efforts, feel free to contact me below or sign-up for my newsletter chock full of valuable tips and information at www.rembrandtwrites.com. Thanks!

Guerrilla Networking: Yay or Neigh?

I spent the weekend of March 21 in San Francisco. It was a fun trip. More than a week later, though, I'm still chewing over something  that happened while I was there. It was a missed opportunity, and I'm mourning it.

Here's what happened: On Friday, I was riding an F-line streetcar from Market Street to Fisherman's Wharf. The streetcar was crowded and I was packed into the back of it with a gaggle of tourists and a few visibly perturbed locals, like sardines sandwiched into a can. I noticed a gentleman standing next to me; his messenger bag was brushing up against my right arm. Attached to it was a name badge or sorts. I read it and smiled, as he was an editor at a major San Francisco-based media company, which publishes several high profile Web sites.

Being a writer, editors are my best friends. These are the folks who make my business tick. It seemed serendipitous, therefore, that I was rubbing elbows — literally — with this guy in a San Francisco streetcar. This was an opportunity, for sure. The question was, how could I seize it?

I had with me some business cards, as well as some promotional pens on which is my business contact information. I thought about slipping a pen secretly into his bag or his pocket, but that felt creepy. I thought about actually introducing myself, but that felt awkward, given the circumstances. I thought about e-mailing him an introduction on Monday, but that felt fanatical. So, I did nothing while I watched him exit the streetcar, taking with him a world of potential new business.

I'm reminded of the classic "elevator pitch" that so many entrepreneurs are trained to give. Does it really work? I can't help but think that if I had tried to schmooze this man on a streetcar, among tourists with fanny packs and digital cameras, he would have been more likely to slap me with a restraining order — or at least a very odd look — than a writing contract. After all, it's one thing to approach someone at a networking event, but it's something else entirely to tap a stranger on the shoulder in order to make a sale.

Was I right to let the man be? Or did I miss out on a major opportunity? If you've got stories of "guerrilla networking," I'd like to hear them. Did your efforts sour or succeed? Maybe there's still time for me to reach out and connect ...

A Great Day to Blow Off Steam

For those working in an office where a little boost of humor is needed, today is your day. April Fools is the perfect occasion to blow off a little steam and play an outrageous joke on a co-worker, boss or employee without getting dinged too badly. Hey, you have an excuse.

But, what kind of practical joke is going to be funny without hurting anyone's feelings or damaging company property? If you need some ideas, try these 5 Perfect Office Pranks. Some of them may be familiar, some might not be. Here are a few samples.

1. Stapler in Jell-O. Yes, you remember. From The Office. But, you sort of need to know how to cook.

2. Fake Press Releases. Get your client involved with the joke and everyone comes out unscathed. You hope.

The truth is that every office is going to have its own unique prank. Is someone obsessed with the temperature gauge? You could conveniently "relocate it." Does someone have a favorite plant or stuffed animal on their desk that could quietly disappear for a few minutes?

Share your office prank here. At the very least, we could have a little laugh over it.

Rembrandt's PR and Writing Blog for Startup Success – Shakespeare Squared Shares PR Success Tips

Kim Kleeman, Shakespeare Squared, Inc. President, created a successful development company serving educational and trade publishers by using the power of PR. In our interview, she shares her success tips:

1.      Tell us a little about your business and why you started it.

I co-founded Shakespeare Squared in 2003. Shakespeare Squared specializes in PreK–12 educational materials and customizes teams of staff editors and freelancers from its network of more than 400 educators and professionals with extensive education experience. The company delivers excellence to publishers by engineering innovative product development through proven editorial and production expertise.

Before I co-founded this business, I was an educator (my husband is also an educator). During the time my husband was student teaching, it really strained our budget. He couldn’t work anywhere else. We worked as subcontractors for an educational publisher, proofreading textbooks after we put our children to bed.

It turned into much, much more work than we ever imagined. At the time I was looking for more flexibility in my schedule, as the mother of three young children. So I decided to utilize my teaching and entrepreneurial skills to create a full-time business.

2. Why do you think PR is an important part of overall business success?

Media exposure earns my businesses more credibility than advertising would, and it is more cost-effective. Publicity is very important, as it shows new and existing clients that we are at the forefront of education and publishing issues. PR also helps attract top talent and boosts staff morale. The Inc.Top 500 and Working Mother distinctions have brought more awareness to our company than we could have ever imagined. Companies can also leverage any publicity they receive to seek out other opportunities.

3. How have you generated publicity for your new business?

We applied for the Inc. 5000 list through WPO, Women Presidents’ Organization and the Working Mother 25 Best Small Companies list for 2007 and were fortunate to be accepted on both lists. Inc. ranked Shakespeare Squared No. 5 in Top Companies in Education and No. 329 overall.

Both of these distinctions have generated an enormous amount of awareness for our company and have also led to a great deal of media attention. I am now leveraging this to generate additional publicity, as well as pursue speaking opportunities, for all three of my companies: Shakespeare Squared, Inc., Shakespeare Squared Foundation and Upgrade Education™. I am doing this with the assistance of an outside PR firm and in-house marketing efforts.

4. What low-cost PR efforts provided the best results for you?

Qualifying for the Inc. 5000 and Working Mother 25 Best Small Companies didn’t cost anything, just time and effort. The challenge for us is to take advantage of these distinctions to our best advantage. I recommend joining associations that expand on your own PR efforts; for me it was WPO. This has saved me a lot of time and money.

For more of Kim’s PR success secrets and valuable tips for small business success using PR, check back on Wednesday. In the meantime, feel free to send me your comments, questions and suggestions below or register for my free newsletter at www.rembrandtwrites.com.

Mission Impossible: Affordable Health Insurance

The world is full of good reasons not to become self-employed (one of them being the delayed pay schedule, as I pointed out earlier this week). Also high on the list is health insurance, which you are going to find much easier to obtain by working for a big company. In spite of the fact that most health insurance costs can be written off as a business expense, it's still a whopping charge--even for those who are perfectly healthy.

In the last year or so, premiums have risen at a shocking rate. So have co-payments and prescriptions. New York Times small business writer Marci Alboher wrote an article on the subject recently and the response was overwhelming. Not only are many entrepreneurs and sole-proprietors struggling to pay these costs, they also have no idea why they're skyrocketing. Some high-risk candidates have had to wait years to get health insurance, while others are having to coast without it.

But this could have to do with where they live. Some states, it turns out, have more options than others. Georgetown Health Policy Institute has an interesting tool called healthinsuranceinfo.net that shows you which options are available in your state.

If you're insured, uninsured or simply want to sound-off, share your story with us.

14 Resources for Women Entrepreneurs

I published an article yesterday at The Small Business Resource Center that was all about women entrepreneurs, who are starting businesses in record numbers. These ladies are super strong and they're super smart. If you've ever met one, you know that many of them have the chops to blow any competitor, man or woman, out of the water. To paraphrase Michelle Pfeiffer as Catwoman: They are women, hear them roar.

Given that so many women are starting businesses, I wanted to share a list of resources for women entrepreneurs, courtesy of Mary Cantando, author of The Woman's Advantage: 20 Women Entrepreneurs Show You What It Takes to Grow Your Business. If you're a woman, here are 14 organizations and publications that can help your business blossom:

1. Center for Women's Business Research

2. Committee of 200

3. Enterprising Women

4. National Association of Female Executives

5. National Association of Women Business Owners

6. National Association of Women in Construction

7. Springboard Enterprises

8. Women Construction Owners and Executives

9. Women Entrepreneurs Inc.

10. Women Impacting Public Policy

11. Women in Franchising

12. Women in Technology International

13. Women Presidents' Organization

14. Women's Business Enterprise National Council
 

Rembrandt's PR and Writing Blog for Startup Success – Publicity Pace Key to Success

As you prepare and act on your PR plan, it is important to move at the right speed. Otherwise, you will waste time, money and effort. To help you reach your publicity goals, here is a brief speed review:

1.   Stop.

It is essential to take the appropriate amount of time to research and prepare specific pitches for individual reporters. Watch, listen and read the various media venues you want to pursue.

If you rush through this step, you will be less likely to develop a good story idea that will be interesting and unique to press members. Plus, if you simply speed through and send out a blanket press release to hundreds of reporters, it could be a straight ticket to the wastebasket. Or worse, you may be “blacklisted” and have a very difficult time reaching media members in the future.

2. Yield.

When you have your pitch ready to go, proceed carefully. Before you pick up the phone, review your key points and ask yourself if your story angle is newsworthy. Also look at the clock. What time zone are you about to call? Is it lunchtime or after hours? Are you calling right when the producer is working on the show or at a reporter’s deadline?

Just by taking a few minutes to collect your thoughts and think about your pitch before contacting the media, you will present a much better story and have better luck landing some ink.

3. Go!

Give your succinct pitch and listen carefully to how the media members respond. If they want more information, get it to them as quickly as possible. And if you receive a call from a reporter, return the call quickly. By acting fast, you will avoid missing deadlines and help secure more press mentions.

If you want to develop valuable media relationships and reach your publicity goals, it’s essential to proceed with the right activities in a timely fashion. Otherwise, you’ll waste resources on publicity activities and even hurt your business reputation.

For my monthly newsletter packed with information to help you with your publicity activities, please visit www.rembrandtwrites.com or provide your comments below. Thanks!

The Squeaky Wheel Gets the Check

Having your own business is great. You make your own hours, report to yourself and you get all the credit for your hard work. So why do most professionals (whether contractors, writers, web developers, photographers or lawyers) wind up going back to work for The Man after a year or so on their own?

Because it takes forever to get paid.

I meet these people all the time. They used to have consulting businesses but they couldn't wait the six weeks it normall takes to get paid by their clients. And I'm thinking: six weeks? That's brutal. It's a wonder most people are able to stay in business at all.

For the sake of small businesses everywhere it's imperative that this pay schedule improves, especially since bills and other business expenses always arrive on-the-dot. But you have to strike a delicate balance. You don't want to annoy your clients or seem pushy. Entrepreneur has Five Expert Tips for getting paid fast. And they all seem to make sense. The most important one, I believe, is to "make some noise."

This is not to say you should hassle the companies you're doing business with (or their controllers), it just means you should stay in touch and send them reminders. They all intend to pay you--or at least we hope they do--but if you're quiet as a mouse it's your own fault if you wind up waiting six, seven or even eight weeks for payment.

So, to all the small business owners out there: Share your tips on how to get paid faster without annoying your clients. We will all be the better for it.

Rembrandt's PR and Writing Blog for Startup Success – More Mompreneur PR Tips

Last Wednesday, we heard about Laura Hamrick's PR success with her OnTray products. Here are more insights from Laura to help you with your publicity efforts:

What PR efforts worked the best for you and why?

Starting locally really worked the best for me. Local newspaper and magazine editors need stories like mine.  I was afraid to contact them at first, but then I realized that they need and want stories, and I have a story to tell. 

Being timely also helped.  If I saw an article that resembled my story, I would e-mail the editor with some information on me and OnTray.  I would get a response 8 out of 10 times.  Now I have contacts, and a few of them have done follow-up stories on me and what's happened since my launch June 1, 2007.

What PR efforts would you avoid in the future because they didn't work for you?

I have to say that I have pursued every PR opportunity that has come across my desk if it's free and/or cost-effective.  I don't believe there is anything such as bad press.  Because I haven't paid for any advertising yet, I don't feel like I've wasted any time or money.  I am doing some paid advertising in the Spring so I'll keep you posted!

What tips do you have for other new entrepreneurs who want to generate media coverage on a tight budget?

Start locally!  Local editors really want to hear from you.  Make your story timely, and have a good pitch for your story.  A lot of times, if your pitch is written well, the editor may take it word for word. You never know who might be reading the local newspapers and/or magazines.

Also, national magazines and other newspapers across the country can pick up other writers’ stories. How great would this be? Your in your local newspaper one month, and in the next state’s newspaper the following month?

What are you favorite websites and why?

Some of my favorite web sites are, MompreneursOnline.com, StartupNation, and wngco.com.  Mompreneursonline.com is just a fantastic place for me to go and chat with other women who are “like” me. Let me tell you, there are a lot of us out there! 

StartupNation is fantastic because you have all kinds of people and businesses on there. I get feedback from a businessman in Australia, or a businesswoman in Utah.  The different points of view are priceless.

WNGCO.com is a networking group me and two other local women founded her in my hometown. We meet every other week to discuss business and bounce ideas off of one another. It’s great to be able to see the person who is giving you ideas and feedback.

Is there anything you would like to add?

A great resource for me was a book titled "The Mom Inventor’s Handbook” by Tamara Monosoff.  If some of your readers are would-be inventors, I think this could help them tremendously.  I don’t think I would have done this without having that as my guide. 

Thanks for your great tips Laura!

For help with your publicity efforts, a valuable free newsletter and more information, please visit www.rembrandtwrites.com.

Rembrandt's PR and Writing Blog for Startup Success – Savvy Mom Reveals Publicity Secrets

In a continuing effort to share real PR success stories from small business owners, I recently interviewed Laura Hamrick of 42Kids. She developed a great idea and turned it into a successful business. Here’s what she had to say about her publicity efforts:

Tell us a little about your business, your website address and what you offer.

I created a product called OnTray. I came up with the idea while grocery  shopping with all three of my boys.

OnTray is a container that makes shopping with young children more enjoyable! The container easily attaches to the handlebar of the shopping cart facing the child, allowing you to place their favorite snack or small toy in OnTray. With the children's snack or toys in front of them, OnTray encourages their independence and frees up our hands to shop! 

When did you start your PR efforts and why?

I started my efforts the day I launched my site, June 1, 2007. Since I finally had my product, something tangible to offer, I just went crazy with my PR efforts. Before that day, I didn't feel like my product was "alive" yet. That was holding me back in my efforts. I just cut loose on that day!

What kind of cost-effective publicity activities have you done to obtain press?

Web site or blog reviews have been a fantastic, cost-effective way for me to obtain press. I send a sample of OnTray, and the site writes up a review for all of their readers to see. I'm careful of which sites to choose, however. I became very savvy checking out sites in parenting magazines, or sites that had reviewed some other popular Mom-invented products. 

Some other cost-effective publicity activities were donations to the audience of a TV show hosted by Linda Swain, and also donating a couple items to Victoria at the SavvyMommy.com website. Linda frequents local TV shows in New York as the Savvy Mommy sharing tips and strategies to Moms. She was great enough to talk about OnTray in her segments.

Why did you pursue those activities?

Marketing is so much fun for me.  It's a thrill to chase a marketing lead and see it come to fruition.  I am so passionate about my product, and I love sharing my story.  I know there are so many other Mompreneurs out there, and I hope that I inspire them.  I also hope they like and buy my product!

Check back on Monday for more great tips from Laura!

Until then, please provide your comments below, or feel free to visit www.rembrandtwrites.com for more PR information. I'd be happy to answer your publicity questions!