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PR & Publicity

3 Ways to Turn Employees Into Brand Ambassadors

The pinnacle of employee engagement is a team that sincerely advocates for the brand.

Zeynep Ilgaz

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These days, generating good PR isn’t a goal that resides in one department. It’s something the whole company can contribute to. Regardless of an employee’s job title and day-to-day duties, he or she plays a vital role in driving a brand’s public image and reputation.

Your employees might not realise it, but they’re actively promoting your company’s values, mission and goals every time they post on social media.

We-recommend-tickWe recommend: Treat Your Employees Well – They Are Your Best Brand Ambassadors

That’s why it’s so important to move modern workers beyond their expected daily tasks and show them they’re also your most important salespeople.

The role of brand salespeople

Brand salespeople understand the ins and outs of your entire company. They know how they fit into the big picture, trust your mission and want to share their positive feelings with the world.

They stay up-to-date with developments and news within your industry, and they’re always searching for ways to improve the lives of their teammates and customers. They’re engaged on all levels.

The best brand salespeople work hard and smart, producing twice as much work as disengaged employees. Now, imagine the possibilities if you empower your entire team to become a passionate army of ambassadors.

These folks live and embody your brand story every day. If you give them the tools, guidelines, content and support they need to be advocates, they’ll surely represent your brand in a trusted, authentic way.

You’ll have the ability to reach customers, influencers and prospective hires like never before. Your staff’s increased drive and ambition will inevitably increase sales, accelerate recruiting and provide a hefty boost to brand recognition.

How to create passionate brand salespeople

passionate-sales-person

Reputation and brand image can’t be faked or bought; they require authenticity and diligence from your frontline workers.

The following three steps will help you create passionate brand salespeople who are committed to representing your company with pride:

1. Exemplify effective communication and leadership

As a leader, setting a good example goes beyond keeping the company profitable. It also means displaying top-notch communication skills and bold transparency. When employees have a clear picture of their leader and how he or she responds to conflict and adversity, they’ll naturally rise up to match this example.

The Harris Poll recently found that when employees and leaders have open communication, employees are more likely to see a brighter future for the company.

Staff encouraged by the direction of the company is heading is much more likely to inspire deep trust in customers and create productive, authentic connections.

2. Encourage employees to go the extra mile

People recognise what’s rewarded. When companies only incentivise sales, they’re missing a huge opportunity to create well-rounded brand salespeople.

Recognition programs for all employees who go above and beyond their expected duties will create an attitude of pride, ownership and responsibility among your staff.

Recognising a job well done yields higher performing employees and encourages them to stick around longer.

We-recommend-tickWe recommend: The 4 Digital C’s Needed for Brand Ambassadors to Thrive

Organisations with recognition programmes have 31 percent lower voluntary turnover than companies with non-existent or inadequate recognition programmes.

3. Empower social media advocacy

A study conducted by the MSLGROUP found that brand social media posts shared by employees reach 561 percent further than the same posts shared by company pages. This can have huge implications for brands that empower their employees to become advocates on social media.

Create a social media policy that ensures your employees have a thorough understanding of your company’s goals and how to best interact with happy and unhappy customers.

Provide a list of dos and don’ts, and make sure the guidelines are clear. Then, turn your employees loose, and watch your brand name spread like wildfire.

The Internet is a pivotal driver of public opinion for modern startups. Instilling a brand salesperson mentality throughout an entire team now needs to be an essential mission for all leaders.

We-recommend-tickWe recommend: Your Staff Are Your Brand

Your customers are plugged into social media, and just one brand-related slip-up can be devastating for that employee and your company. Creating brand salespeople is smart, resourceful and certainly worth the effort.

This article was originally posted here on Entrepreneur.com.

Originally from Turkey, Zeynep Ilgaz and her husband immigrated to the United States with two suitcases, their love for each other and a desire for entrepreneurship. They co-founded Confirm BioSciences and TestCountry in San Diego and Ilgaz serves as president of both. Confirm BioSciences offers service-oriented testing technologies for drugs of abuse and health.

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PR & Publicity

5 Reasons Your Start-up Isn’t Getting The PR You Need

Understanding and working with the requirements of journalists covering your industry will go a long way toward increasing your company’s visibility.

Syed Balkhi

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Getting press coverage for your start-up has become increasingly difficult. With an average of 550 000 new businesses starting each month, you’re facing some serious competition to gain traction with your audience. If you don’t take the right approach to PR, you’ll see your competition pass you by.

Exposure doesn’t happen by chance. Behind every great brand story you see in the media, there is a great PR strategy.

Let’s look at some of the most common mistakes that prevent startups from getting the press coverage they desire.

1. Not taking blogging seriously

Blogging on a regular basis is one of the best ways to impact mainstream discourse. A growing number of journalists and reporters are constantly looking for new and interesting story ideas in the blogosphere. You can make your blog a fresh source of news stories by writing about your story and your industry, and by commenting on different aspects of your business.

To get the right press coverage by blogging, ask yourself why your company exists and what problem your product or service solves. Present your story as human and relatable and make sure it is compelling enough to grab the attention of the media.

Related: 9 Answers You Need About Yourself Before Starting Your Own Business

2. Not networking with relevant journalists

Networking allows you to build a quality relationship with relevant journalists whom you might not have encountered otherwise.

To get quality press coverage, you need to focus on networking with journalists who cover your niche, and to learn what they write about and what their audience likes to share.

Once you have built a connection, you can pitch them the story of your business.

But before you jump in, keep in mind that journalists hear pitches all the time. If you’re sending generic pitches that focus on only yourself, most likely they’ll ignore your proposal. To make your pitch stand out, tailor your story to fit with their beat.

3. Not making your story exclusive to each journalist

business-story

Exclusivity is a strong enticement for a news outlet. Not only will it make them more invested in the story, but it will also entice them to get the jump on their competitors.

Assuming you have exclusive-worthy news, the next thing you must decide is what outlet to offer it to so that it has the best chance of reaching your target audience. The goal is to not always reach the broadest audience but to get your news in front of existing and potential customers.

Related: 5 Books To Read Before Starting Your Business

4. Not using the right tools

To build and maintain a great PR presence, you need to use the right tools; ones that help you amplify and monitor your business’s public appeal.

Some of them are:

  • Help a Reporter Out: HARO is one of the easiest free tools when it comes to pitching the media. It lets you gain access to daily emails from journalists seeking interviews.
  • Google Keyword Planner: This free tool helps you plan out your blog posts with relevant keywords that people are searching for. Careful word selection will help your blog show up higher in search engines returns.
  • BlogAbout Title Generator: My favourite free tool to help me brainstorm catchy titles for reporters.
  • Google Alerts: This is a free tool that sends you alerts when your company or competitor is being featured in various media outlets.

5. Not being authentic

Reporters are consistently getting pitched stories from entrepreneurs that want press. To make your pitch stand out, be authentic. The reporters covering news in your industry want to hear your story.

Related: How You Create A Money Spinning App Without Any Coding Skills

Keep in mind that they need you as much as you need them, and they are actively looking to build relationships with entrepreneurs. So, don’t be afraid to reach out to them. To get your story covered, you need to find the right reporter and the right publication at the right time and to be authentic.

No matter how good your product is, it may fail if it doesn’t make its way into the public eye. To get the right press coverage, you need to build a strong network of journalists and bloggers writing about your industry.

When you send a pitch, ensure that it stands out and tailor it to fit it with the reporter’s beat. From this list of errors, you can avoid the mistakes preventing you from getting the PR you desire. Fix it and you can increase the visibility of your start-up.

This article was originally posted here on Entrepreneur.com.

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PR & Publicity

How To Use Mistaken Inquiries To Drive Awareness Of Your Business

Whether this is a walk-in, telephonic or e-mail client, be sure not to regret your interaction with them, have a plan in place, how you will deal with such situation.

Neli Moqabolane

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At times, we receive inquiries or communication from people seeking products/services that aren’t in our line of work. It can also be someone who has mistaken you for a certain company that you’re not. It’s easy to dismiss such inquiries, by simply saying you’re unable to assist the person.

Don’t miss an opportunity to publicise your company, treat the enquirer as one of your clients. Take a proactive approach, use this as an opportunity to inform them about your company and the services/products that you offer.

In doing this you are building a reputation for your brand, and introducing your corporation to someone who might have never known about. It might happen in future, that the said person needs your products/services when they remember how you professionally assisted them, then they will come to you.

Another possibility is that at that moment they are connected to someone who needs your services and they don’t know anyone in your field. Should you play your cards correctly, you might gain a client for the future or the present.

Whether this is a walk-in, telephonic or e-mail client, be sure not to regret your interaction with them, have a plan in place, how you will deal with such situation.

1Respond professionally

Your response should be structured in a manner that will make the enquirer feel respected and not embarrassed about the mistake they’ve made. When responding to emails ensure that you do so quickly. Sympathise that you cannot assist them because your company only specialises in different services/products. State clearly what is it that you provide and how you do it. 

Related: A Guide to Optimising Your Business’ Social Media Usage

2Show how you solve problems

In the process of explaining your services/products, demonstrate how you can solve people’s problems or meet their needs. This means that you describe your products/services in detail. However, your description should be a comprehensive summary, consider that the enquirer has a life to live.

3Make your brand visible

brand-recognition-marketing

When responding to emails, remember to include your logo, motto and other things that your brand is identified by. Your offices should be designed keeping this in mind when someone walks in, they should immediately see your identity.

4Offer samples 

If you have samples to give, kindly offer them to the enquirer. Should you have demonstrations/presentations that you do, politely inform the enquirer about them. Let them know how they can get hold of this.

Related: How To Impress The Press

5Provide them with an opportunity to come back to you

You can share your business card with someone you meet, this should have all your contact detail, i.e. telephone, fax, e-mail and social media details. In an email, these should be nicely positioned at the end of your email, as part of your final greeting.

6Refer them to a relevant business

Should you know of any company that offers the services/products they need, refer them to it without hesitation. If possible, provide them with contact details and a contact person to assist them.

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PR & Publicity

How You Can Avoid The ‘Facebook Effect’

Don’t let perceived realities – of your business or those of your competitors – derail your strategies.

Allon Raiz

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As a young entrepreneur, I received my first bit of publicity from a daily in Durban. It was massively exciting and stroked my ego tremendously because after all, what I had achieved was considered newsworthy enough to be published in a newspaper.

There was a big photo of me on page four, with my interview where I talked about the success of a promotion I had conceived and implemented. My friends saw the article and called to congratulate me, and in my distant social circles people discussed my story and congratulated me too.

Perception versus reality

What they didn’t know was that my business was barely breaking even at the time. The perception of my success was very different to my reality. I proudly showed the article to my mentor (naively expecting a pat on the back) and instead he asked: “Do you believe what they say?” “What do you mean?” I said. “Do you believe all the things the journalist has written about you in the article?” he asked again.

I didn’t answer him because I knew deep down that they weren’t all true. I wasn’t the hugely successful businessman that I was portrayed as in the article.

“If you believe all the good things the press write about you, you’ll also believe all the bad things they say. Be grateful for the press, but do not let it govern your emotions.”

Beware curated reality

In today’s era of social media, fake news, memes, and overly filtered photos, it’s very easy to become envious of the perceived lives that others showcase.

Much like the envy we experience when scrolling through our friends’ posts of their expensive destination holidays — where they can be seen showing off their tanned, ripped bodies while sipping expensive champagne — the same type of envy occurs between business owners when they scroll through competitor’s company timelines and witness their competitors winning great awards, attending glitzy launches and receiving kudos from the press.

In my experience, the perception created by these often-boastful social media posts is seldom close to reality. Like the article on my Durban business, what my friends perceived was nowhere near my financial reality.

Be cognisant and sceptical of this curated reality, so that you as a business do not react in one of two ways to a competitor’s posts:

  • Don’t try to emulate their strategy based on what seems to be working
  • Don’t end up feeling depressed based on your jealousy of this curated reality.

Instead, your reaction to witnessing these posts should be to:

  1. Frame your competitors’ posts simply as marketing. They have carefully curated these posts to only show followers the great things about their businesses, products and services. The ‘make-up’ hides the imperfections.
  2. Use your emotions to make a change. Use the energy their posts ignite inside of you — not the content they project — and pump that energy into YOUR strategy to reinforce it.
  3. Drive your differentiator harder. Make sure your business stands out as being unique and a thought leader in its industry and not one attempting to copy others. Your differentiator should not be influenced by what you are seeing either positively or negatively.

Always remember, your competitors’ posts represent selective truth-telling because they curate what they want you to see online.

They will never post when times are tough and they are losing clients and not making a profit at the end of the month. Don’t believe everything you see, and most importantly, don’t let these ‘perceived realities’ affect you or your business strategy in any way.

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