Saturday, March 10, 2012

How to Be Newsworthy

Our biggest challenge in PR is getting our stories published in the news. But to get in the news, we must first be “newsworthy.”

Unless your business is related to politics or celebrities, chances are you need to work at being newsworthy. Don’t despair, even the most mundane of businesses can be compelling enough to land the news.

What does it mean to be newsworthy anyway?

7 WAYS TO BE NEWSWORTHY

If you observe what gets published in newspapers, magazines and blogs, or talked about on the radio and TV, you’ll notice they have at least one of the following characteristics:

1. New

That’s why they’re called the “news” in the first place; they’re about things that are new. They’re happening right now. They’re happening for the first time. It’s novel, it’s fresh.

Action Point

Look for what’s new in your business or in the activities you’ve participated in lately.

Implement business-related activities that are different from what your competitors are doing, such as sponsoring a study (and then release the findings), participating in a charitable event, winning an award.

2. High-impact

An event becomes a news story, because it affects many people (since we’re all tied to our phones, think of anything Apple or Blackberry does) or affects a few people in a big way (cure for a type of cancer found). Something that has a limited effect so far (soft launch for a new product or service) — but can be scaled up significantly — is also newsworthy

Action Point

How has your product/service/program affected your customers? Turn your answers into story ideas.

Ask customers if any of them have discovered an unexpected but desirable result from using your product/service/program.

Keep monitoring your customers to mine for indicators of impact (e.g., 10,000 downloads for an app, 1000th customer)

3. Close to home

People are naturally interested in things that happen in places or to people they’re familiar with. This is why it’s usually easier for us to get coverage in local media than outlets that are regional or national.

Action Point

Monitor local media and bloggers, and keep an eye out for media opportunities.

Think of what aspects of your business would be interesting to a local audience, even if it’s not necessarily compelling to someone outside your geographical location (e.g., hometown lad makes big with start-up business)

4. Celebrity

When something happens to someone famous, it’s news. Celebrity “sightings” wearing or using your product can mean an instant fan base for you, and immediate sales as your product becomes a “must-have” item.

Action Point

Consider getting a celebrity spokesperson to represent your product or brand (this often involves working with their stylist if your product is fashion oriented or working with a firm specializing in celebrity gifting)

Tap local or community celebrities to participate in your live events or other activities

5. Controversial

Controversy is newsworthy. To be controversial, you must be open to conflict, disagreement, and tension.

Action Point

If there’s a generally accepted notion in your market or industry that you disagree with, speak up about it. But do so with grace and diplomacy. In other words, speak your mind without picking a fight

6. Interesting

Some news items may not have any of the characteristics on this list, other than the fact that they’re just plain interesting. These are usually stories that evoke strong emotions from the audience: anything from amusement, to fear, to anger. Absurdities and human interest stories usually fall under this category of news.

Action Point

Regularly scan your industry and environment for elements that may raise eyebrows. How do they relate to your business?
When you tell the story of your business or how your product came to be, watch your listener’s reactions. What captivates them the most? Play that up and possibly make amedia pitch out of it.

7. Extreme

Whatever is the best, the biggest, the fastest, the most, the only, the first… makes the news.

Action Point

What is the USP of your product/service/program? Use that as the starting point for a story idea.

Ask your customers: What does your product do best? What is it most useful for? Ask permission to quote them.

Use the list above to identify story ideas to pitch to journalists. A good exercise is to sit down with a team once a month, go through the list, and brainstorm as many story ideas as you can.

Read, watch, listen to media, including social media, to get a good idea of what journalists find newsworthy. Soon mining your business for what’s newsworthy will become second nature to you.

Saturday, March 3, 2012

Social media: A waste of time? Small business owners speak out on what works - CBS News Video

Social media: A waste of time? Small business owners speak out on what works

February 29, 2012 9:44 AM

Facebook, Twitter, Groupon... Is it worth it? What's the ROI? You'll hear it first from America's small business owners.

Social media: A waste of time? Small business owners speak out on what works - CBS News Video

Social media: A waste of time? Small business owners speak out on what works

February 29, 2012 9:44 AM

Facebook, Twitter, Groupon... Is it worth it? What's the ROI? You'll hear it first from America's small business owners.

How to make a marketing plan for all seasons - Sales Machine - CBS News

A marketing plan should be a written document, not scratchings on a cocktail napkin or recalled from memory. To take your business to the next level requires preparing a written marketing action plan every quarter.

Without a 90-day marketing GPS to guide you to your destination, treacherous roadblocks and time-consuming detours can keep you from reaching your goals. Even if you are a one-person sales department, you should know where your leads are coming from.

Try not to look at planning as an obligatory to-do, but as a way to solve tangible problems like generating awareness and improving credibility. Think of it as a way to solve lead generation problems before they arise. Here are some checklist steps to guide you:

1. Attack strategy quarterly. Begin developing a strategy-driven marketing action plan every 90 days. Marketing plays a vital role in successful business ventures, yet its systematic implementation is often overlooked by many sales people. Put down on paper how you are going to do three things:

-- Generate leads for the sales team

-- Build awareness of what your company sells

-- Enhance the credibility of the organization

2. Think strategic first. Too many individuals believe that the tactical plan -- the newsletters, press kits, trade shows, banners, 800-numbers, display advertisements, logos and giveaways -- comes before the strategic plan. Those promotional, publicity and advertising tactics (and there are hundreds to choose from) should be contained within a well-orchestrated marketing action plan. But first create your strategic messages that will generate leads, build awareness and enhance credibility.

3. Update what's happening now. The situation analysis introduces the company and includes:

-- A brief overview of the product or service

-- A brief overview of the personnel involved

-- A past history of the company

-- Its present performance

-- Financial information, if appropriate

4. Profile away. Profiling is a bad word these days, but it works here. The product or service profile provides information regarding the specific items you intend to market. By addressing the following categories, a profile emerges. They include:

-- Position Statement: The niche the product or service is intended to occupy

-- Description: The product or service described in detail

-- Pricing: The methods used to establish pricing. Questions such as, "Will discounts be offered?" are asked

-- Market maturity: The overall market maturity is addressed

-- Quality/Reliability: What level of quality is being portrayed? What's the relation to price?

-- New market potential: The potential size of the market is assessed

-- Delivery of service: An explanation of the service delivery mechanism is given

-- Packaging: Includes overall presentation of the product or service and its delivery

-- Image: The impression customers receive from employees, facility, furnishings, stationary, etc.

5. Make the first the last. The executive summary consists of a one-page, top-level summary of the entire plan. It's placed at the front of the document, but it's the last thing you'll write. Its purpose is to convey the gist of the plan to stakeholders, investors and anyone else who needs to know these facts in a hurry:

-- The scope of the plan in an outlined paragraph

-- The product or service being marketed

-- For whom the plan is being prepared

-- The time period the plan covers

-- The geographic area where the implementation occurs

-- The strategic messages and the tactics to get them to the target markets

If you manage to write two or three paragraphs for each of the topics, you'll end up with plenty. But no more than 10 pages, please. From there, you can refine your tactics. More important, you've taken a big step forward because you've written your strategy down on paper.

Tuesday, February 28, 2012

I think I just beat the GMAT 760, Q50, V44, AWA = 6.0

I think I just beat the GMAT 760, Q50, V44, AWA = 6.0: Kaplan

Recruiting: 8 Qualities Your Best Employees Should Have | Inc.com

Great employees are reliable, dependable, proactive, diligent, great leaders and great followers... they possess a wide range of easily-defined—but hard to find—qualities.

A few hit the next level. Some employees are remarkable, possessing qualities that may not appear on performance appraisals but nonetheless make a major impact on performance.

Here are eight qualities of remarkable employees:

1. They ignore job descriptions. The smaller the company, the more important it is that employees can think on their feet, adapt quickly to shifting priorities, and do whatever it takes, regardless of role or position, to get things done.

When a key customer's project is in jeopardy, remarkable employees know without being told there's a problem and jump in without being asked—even if it's not their job.

2. They’re eccentric... The best employees are often a little different: quirky, sometimes irreverent, even delighted to be unusual. They seem slightly odd, but in a really good way. Unusual personalities shake things up, make work more fun, and transform a plain-vanilla group into a team with flair and flavor.

People who aren't afraid to be different naturally stretch boundaries and challenge the status quo, and they often come up with the best ideas.

3. But they know when to dial it back. An unusual personality is a lot of fun... until it isn't. When a major challenge pops up or a situation gets stressful, the best employees stop expressing their individuality and fit seamlessly into the team.

Remarkable employees know when to play and when to be serious; when to be irreverent and when to conform; and when to challenge and when to back off. It’s a tough balance to strike, but a rare few can walk that fine line with ease.

4. They publicly praise... Praise from a boss feels good. Praise from a peer feels awesome, especially when you look up to that person.

Remarkable employees recognize the contributions of others, especially in group settings where the impact of their words is even greater.

5. And they privately complain. We all want employees to bring issues forward, but some problems are better handled in private. Great employees often get more latitude to bring up controversial subjects in a group setting because their performance allows greater freedom.

Remarkable employees come to you before or after a meeting to discuss a sensitive issue, knowing that bringing it up in a group setting could set off a firestorm.

6. They speak when others won’t. Some employees are hesitant to speak up in meetings. Some are even hesitant to speak up privately.

An employee once asked me a question about potential layoffs. After the meeting I said to him, “Why did you ask about that? You already know what's going on.” He said, “I do, but a lot of other people don't, and they're afraid to ask. I thought it would help if they heard the answer from you.”

Remarkable employees have an innate feel for the issues and concerns of those around them, and step up to ask questions or raise important issues when others hesitate.

7. They like to prove others wrong. Self-motivation often springs from a desire to show that doubters are wrong. The kid without a college degree or the woman who was told she didn't have leadership potential often possess a burning desire to prove other people wrong.

Education, intelligence, talent, and skill are important, but drive is critical. Remarkable employees are driven by something deeper and more personal than just the desire to do a good job.

8. They’re always fiddling. Some people are rarely satisfied (I mean that in a good way) and are constantly tinkering with something: Reworking a timeline, adjusting a process, tweaking a workflow.

Great employees follow processes. Remarkable employees find ways to make those processes even better, not only because they are expected to… but because they just can't help it.

Wednesday, February 22, 2012

How to get 6.0 AWA....my guide : Analytical Writing Assessment (AWA)

How to get 6.0 AWA....my guide : Analytical Writing Assessment (AWA): all AWA topics from GMAC

Guide to Perfect 6.0 AWA GMAT Score

Related AWA Resources:

I took the GMAT twice and scored 6.0 each time. I did put a lot of time in it the first time....too much actually. Being a non-native speaker and having not written a damn essay (of any kind) in many many years, I was very scared of the AWA. So, I went through every guide that I could find and wrote nearly 25-30 essays. Even had a friend grade them for me.....Pathetic, huh?

Anyway, for my second time, I just looked over my templates I created and wrote one of each the day before test just to refresh my memory on faster typing without making too many typos......

So, here it is....Enjoy, and please do not blame me if the 6.0 percentile goes down to 80 soon :-D

AWA GUIDE

by Chineseburned

1. General Structure

1.1 Argument
Intro - Restate argument, point out flaws or state intention to discuss them below
1st Para - First,...
2nd Para - Second/In addition,...
3rd Para - Third/Finally,...
Conclusion - The argument is flawed/weak/unconvincing because of the above -mentioned...Ultimately, the argument can be strengthened if/by...

1.2 Issue
Intro - Restate issue, take a position
1st Para - First/One reason...
2nd Para - Second/Another reason...
3rd Para - Third/Perhaps the best reason...
Conclusion - Acknowledge the other position but re-affirm yours and conclude that it is the stronger.

2. Structural Word (should be all over the essays)

Supporting examples - for example, to illustrate, for instance, because, specifically
Additional support - furthermore, in addition, similarly, just as, also, as a result, moreover
Importance - surely, truly, undoubtedly, clearly, in fact, most importantly
Contrast - on the contrary, yet, despite, rather, instead, however, although, while
Decide against - one cannot deny that, it could be argued that, granted, admittedly
Ying-yang - on the one hand/on the other hand
Concluding - therefore, in summary, consequently, hence, in conclusion, ultimately, in closing

3. Templates

3.1 Argument

Intro:
The argument claims that ....(restate)
Stated in this way the argument:
a) manipulates facts and conveys a distorted view of the situation
b) reveals examples of leap of faith, poor reasoning and ill-defined terminology
c) fails to mention several key factors, on the basis of which it could be evaluated
The conclusion of the argument relies on assumptions for which there is no clear evidence. Hence, the argument is weak/unconvincing and has several flaws.

1st Para:
First, the argument readily assumes that......
This statement is a stretch....
For example,...
Clearly,...
The argument could have been much clearer if it explicitly stated that...

2nd Para:
Second, the argument claims that....
This is again a very weak and unsupported claim as the argument does not demonstrate any correlation between....and...
To illustrate,...
While,...
However,....indeed....
In fact, it is not at all clear...rather....
If the argument had provided evidence that.....then the argument would have been a lot more convincing.

3rd Para:
Finally,...
(pose some questions for the argument).....Without convincing answers to these questions, one is left with the impression that the claim is more of a wishful thinking rather than substantive evidence.

Conclusion:
In conclusion, the argument is flawed for the above-mentioned reasons and is therefore unconvincing. It could be considerably strengthened if the author clearly mentioned all the relevant facts....
In order to assess the merits of a certain situation/decision, it is essential to have full knowledge of all contributing factors. In this particular case....
Without this information, the argument remains unsubstantiated and open to debate.

3.2 Issue

Intro:
Many/some people think that....Others.....(restate)
The issue is a controversial one but a closer examination reveals that....(take a position)...for several reasons.

1st Para:
One reason is that/for...
For example,...
Furthermore,...
Clearly,...

2nd Para:
Another reason is that/for...
To illustrate,...
As a result,...

3rd Para:
Perhaps the best reason is (that)....
Specifically,...
Moreover/In addition....
In fact,....
Therefore,....

Conclusion:
In summary, while there are arguments to be made for both sides, it is clear that there are greater advantages to....(repeat the reasons).
Certainly,.....outweigh.......
Hence,....(re-affirm your position)

4. Going from the templates to full-fledged essays

4.1 Argument

ESSAY QUESTION:
The following appeared in the editorial section of a national news magazine:

"The rating system for electronic games is similar to the movie rating system in that it provides consumers with a quick reference so that they can determine if the subject matter and contents are appropriate. This electronic game rating system is not working because it is self regulated and the fines for violating the rating system are nominal. As a result an independent body should oversee the game industry and companies that knowingly violate the rating system should be prohibited from releasing a game for two years."

Discuss how well reasoned you find this argument. Point out flaws in the argument's logic and analyze the argument's underlying assumptions. In addition, evaluate how supporting evidence is used and what evidence might counter the argument's conclusion. You may also discuss what additional evidence could be used to strengthen the argument or what changes would make the argument more logically sound.

YOUR RESPONSE:

Quote:

The argument claims that the electronic games rating system, although similar to the movie rating system, is not working because it is self regulated and violation fines are nominal, Hence, the gaming rating system should be overseen by an independent body. Stated in this way the argument fails to mention several key factors, on the basis of which it could be evaluated. The conclusion relies on assumptions, for which there is no clear evidence. Therefore, the argument is rather weak, unconvincing, and has several flaws.

First, the argument readily assumes that because the electronic game rating system is self regulated, it is not working well. This statement is a stretch and not substantiated in any way. There are numerous examples in other areas of business or commerce, where the entities are self regulated and rather successful. For instance, FIA, the Formula1 racing organization is self regulated. Yet, the sport is very popular and successful, drawing millions of spectators around the world each year. Tickets are rather expensive, races are shown on pay-per-view, and nearly all drivers are paid very well. Another example is the paralleled movie rating system that the argument mentions. The author fails to clarify whether it is working well, but it is clear that the movie rating system is pretty well received by people, who often base their decisions to go see a movie with kids or not on the movie rating. It has never been a case when someone would feel cheated by the movie rating and express disappointment afterwards. Since the movie rating system is also self regulated, it follows that this regulatory method is working pretty well and it is not obvious how it can be the reason for the poor electronic game rating system. The argument would have been much clearer if it explicitly gave examples of how the self regulatory system led to bad ratings and customer dissatisfaction.

Second, the argument claims that any violation fees for bad electronic game ratings are nominal. It thus suggests that this is yet another reason for the rating system not working. This is again a very weak and unsupported claim as the argument does not demonstrate any correlation between the monetary amount of the fines and the quality of the electronic game rating system. In fact, the argument does not even draw a parallel with the mentioned movie rating system and its violation fines. If any such correlation had been shown for the movie rating system, which supposedly works well, then the author would have sounded a bit more convincing. In addition, if the argument provided evidence that low violation fines lead to electronic game manufacturers to ignore any regulations with respect to the game rating system, the argument could have been strengthened even further.

Finally, the argument concludes that an independent body should oversee the game industry and companies that violate the rating system, should be punished. From this statement again, it is not at all clear how an independent regulatory body can do a better job than a self regulated one. Without supporting evidence and examples from other businesses where independent regulatory bodies have done a great job, one is left with the impression that the claim is more of a wishful thinking rather than substantive evidence. As a result, this conclusion has no legs to stand on.

In summary, the argument is flawed and therefore unconvincing. It could be considerably strengthened if the author clearly mentioned all the relevant facts. In order to assess the merits of a certain situation, it is essential to have full knowledge of all contributing factors.

4.2 Issue

ESSAY QUESTION:
“Poor health and high stress levels diminish the productivity of today’s office workers. In order to maximize profits, companies need to provide white-collar employees with free exercise facilities and free wellness classes.”

In your opinion, how accurate is the view expressed above? Use reasons and/or examples from your own experience, observations, or reading to develop your position.

YOUR RESPONSE:

Quote:

Some people think that productivity at work could be increased if workers are provided with free exercise facilities and wellness classes, as this will improve the workers health and diminish the level of stress in the office. Other people support the claim that people should manage their own health and stress level outside the work space. The issue is a controversial one but a closer examination reveals that companies that promote healthy living among their employees are indeed more productive.

One reason is that people often do not find the motivation or the energy to go to a wellness class and exercise outside of work. Most people are usually very tired by the end of the work day and have other family duties or priorities to worry about. For example, doing grocery shopping, cooking, picking up the kids from practice, etc. Therefore, it is very difficult for such people to make time for exercising and maintain healthy habits. As a result, the stress from a long day of work at the office gets carried over to the next day and the pattern repeats. Eventually, the health of those people worsens and their productivity on the job diminishes.

Another reason is that people often find it attractive to do what their friends or colleagues do. For instance, if five colleagues of a worker join a pilates class and are happy about it, they then tend to recommend it to the worker in question and she will eventually join the class. Contagious behavior such as this can be very easily achieved on the job if pilates classes are offered, because then the discovery of the opportunity and the motivation to join are easily found. Hence, exercising at work becomes a very comfortable activity easily fit into a schedule and promotes the health and happiness of the employees. They not only feel better heath-wise after exercise, but also strengthen relationships with co-workers by doing activities together. In a way, this whole experience can be viewed as team building. Consequently, workers are more energized, alert and therefore productive in their jobs.

Perhaps the best reason is that by providing free exercise facilities and wellness classes companies improve their image and become attractive places to be at for future employees. Not only can such companies attract more viable candidates for new openings, but they can also retain longer the employees they already have. To illustrate this point, let us take Google for example. The company was recently ranked as the best one to work at. One of the main criteria for achieving this rank was the fact that the company takes very good care of its employees in terms of encouraging healthy living. There are numerous sports facilities on the Google campus which people are encouraged to use. Those include gyms, swimming pools, volleyball courts, massage chairs, etc. Personal trainers are also available for free for anyone that needs them. There is also a health center facility on site. With that kind of environment it is difficult to not take advantage and live a healthy living, resulting in better productivity on the job.

In summary, while there are arguments to be made for both sides of the issue, it is clear that there are much greater advantages for companies to provide their workers with free health facilities and classes. Workers find it not only much easier to take advantage of such opportunities on site, but also are much more motivated to do so there. Participating in sports activities improves the workers' mood, desire to work hard, keeps them healthy, and creates a bond among workers. As a result, this translates to a better productivity of the workers and ultimately to maximized profits for the company.

5. Final tips

During the tutorial type in a few sentences in the mock essay window to get used to the keyboard.
Again during the tutorial, jot down on your notebook the basic structure of your essays or the opening sentences in case you get too nervous and forget them when the clock starts ticking.
Write as much as you can. Try to write at least 500 words per essay.
Always have the e-rater in mind as your potential reviewer. Remember that the human rater will make every effort to grade just like the e-rater. In that sense, keep your structure and volume in mind over actual quality/content.
Be careful of spelling mistakes. Double check words that you normally know you misspell (e.g. exercise). Try to finish 2-3 minutes before time is up so you can slowly re-read your essay for the purposes of spell checking. Do not reorganize/delete sentences/paragraphs with less than 2 min left.
No matter how great you thought your essays went, try to stay humble and focused - remember this was just a warm-up and the real stuff hasn't started yet!