Perhaps one of the most influential business books I have ever read was “The Seven Habits of Highly Effective People,” by Dr. Steven Covey.  His passing this week marked an emotional milestone for me when I think back at how many times I have thought about this book and shared it with others over the past 20+ years.

Somehow this book fell out of vogue, but the content is timeless.  The sad part of it all is that the next generation of business leaders does not have the familiarity of his teaching as we did in the 1990s.

Thought this might be a good time for a refresher:

The Seven Habits of Highly Effective People (source: Wikipedia)

▪                Habit 1: Be Proactive

Take initiative in life by realizing that your decisions (and how they align with life’s principles) are the primary determining factor for effectiveness in your life. Take responsibility for your choices and the consequences that follow.

▪                Habit 2: Begin with the End in Mind

Self-discover and clarify your deeply important character values and life goals. Envision the ideal characteristics for each of your various roles and relationships in life. Create a mission statement.

▪                Habit 3: Put First Things First

Prioritize, plan, and execute your weekly tasks based on importance rather than urgency. Evaluate whether your efforts exemplify your desired character values, propel you toward goals, and enrich the roles and relationships that were elaborated in Habit 2.

▪                Habit 4: Think Win-Win

Genuinely strive for mutually beneficial solutions or agreements in your relationships. Value and respect people by understanding a “win” for all is ultimately a better long-term resolution than if only one person in the situation had gotten his way.

▪                Habit 5: Seek First to Understand, Then to be Understood

Use empathic listening to be genuinely influenced by a person, which compels them to reciprocate the listening and take an open mind to being influenced by you. This creates an atmosphere of caring, respect, and positive problem solving.

▪                Habit 6: Synergize

Combine the strengths of people through positive teamwork. This helps achieve goals no one person could have done alone. Get the best performance out of a group of people through encouraging meaningful contribution and modeling inspirational and supportive leadership.

▪                Habit 7: Sharpen the Saw

Balance and renew your resources, energy, and health to create a sustainable, long-term, effective lifestyle. It primarily emphasizes on exercise for physical renewal, prayer, (mediation, yoga, etc.) and good reading for mental renewal. It also mentions service to the society for spiritual renewal.

After he published this book, Dr. Covey went on to build a powerful thought leader empire of additional books, seminars, etc. building a brand recognized worldwide.  Although this content is available for generations to come, his greatest gift will perhaps be the values he communicated.  Thanks Dr. Covey! 

In a recent speech, I urged caution – or at least contemplation – before launching something as demanding as a blog.

I’m a fine one to talk.

Not too long ago, in this very space, I offered some advice and discussed my personal blog (blgblog.relatingtome.com). Intended as a humorous take on my adventures in on-line genealogy, it was a subject that, given the breadth of a family tree – promised a veritable tsunami of material.

One of my warnings to would be-bloggers at that time was not to start such an endeavor without a stock of “evergreen” items that can go in any time, creating a backlog to take the pressure off.

Now I would add, don’t get cocky and start posting every day.

Like I did.

In said speech I also added another proviso:  Never unnecessarily limit your topic.

Like I did.

I mean, at first it was great fun, with a steady flow of ancestral mishaps from having a panther fall on one’s head to avoiding an Indian attack by hanging on to the tail of a stampeding cow. I also got to report items such as, “I’m related to President Obama,” something I never thought I’d ever say. (Seriously, it’s right up there with “I lost 10 pounds on a healthy diet” and “Nothing for me, thanks.”)

Then – nuthin. At least nothing useable. Suddenly, every single person on every twig of my family tree either lived an unexamined life or did things so despicable I wanted to wash my soul.

So there it was:  The dreaded proverbial white space unfilled and unflinching – something I’d never let happen to a client, but managed to inflict upon myself.

Since it’s always far better to learn from someone else’s mistakes, I now offer Blogging Advice Revisited: When starting a blog, have some copy or copy ideas on hand. Post regularly but not too often. Stick to your topic when you can, but establish the right to post ancillary items of interest.

Hopefully, that’s my last word on the subject

As marketing organizations struggle to better understand and justify their role and purpose, there are a limited amount of tools available to succinctly measure marketing’s and public relations’ effectiveness.  Many businesses are conducting Marketing and Public Relations Audits to gain new insight into their productivity and effectiveness.  Audits can be a very formal process (conducted by an outside firm) or a more informal process (facilitated by an organizational leader). Either way, audits need to be objective and comprehensive. Marketing and Public Relations Audits thoroughly examine and evaluate marketing and communications practices and results.  They offer a baseline for performance measurement and a framework for effective future planning.

Marketing and Public Relations Audits help organizations identify their most urgent marketing and communications needs.  It can be a time-consuming operation, but the information gained can provide invaluable insight and provide strategic direction.  The audit includes a comprehensive review of the company’s marketing and public relations environment, communications objectives, business strategies and tactical activities.  The audit identifies operational strengths and weaknesses and recommends changes to the company’s marketing and public relations programs.  Each Marketing and Public Relations Audit is unique to the individual organization.  The audit should serve as a basis of discussion and review and not necessarily be a definitive action plan.

The primary benefits of conducting an audit include: new learnings and measurement for past and future successes; a quantitative benchmark for future evaluative studies; and a fair and consistent appraisal of past and future performance.  Most importantly, audits can serve as an important basis for annual marketing and public relations plans.

When an organization cuts marketing and public relations spending, it cuts the one function whose sole purpose is to increase business!  By engaging in an audit process, organizations can better assess the functionality and effectiveness of their marketing and public relations departments.  The marketing and public relations audit becomes an essential tool for business success.  If you are trying to determine if a Marketing and Public Relations Audit is right for you, please give us a call.

In my last blog, I talked about content management and my personal theory – nay, heart’s desire – that the concept can get us back to basics and good writing.

As noted, many of the fundamentals of this “new” phenomenon are very familiar. Among them is the emphasis on “know thyself.” That is, understanding who YOU – as a business or organization – are before working to understand who THEY – your audiences – are. And not only who you are, but what makes you different and better than others trying to reach those audiences.

With our clients, this often starts with an inventory of existing messaging. You know, seeing what a company is saying about itself and what others are saying about it.  In the process, we usually find a lot of outdated and incorrect information that has to be addressed.

And, often, we find that the messaging is all over the board, with different people, departments and marketing collateral and other materials saying different things.

Most importantly, it is not uncommon to find that a business has outgrown its messaging – that they’re talking about who they were, not who they are, that is, who they’ve become since someone’s little brother built their first web site.

And that can be a rude awakening.

This corporate or organizational soul-searching is valuable in another way, forcing enterprises to take hard looks at their businesses and practices – and maybe even face up to hard facts.

And THAT can make you sorry you woke up at all.

More later.

Are your public relations skills not as accurate as you would like? Listed are seven common mistakes made in the PR world.

Reading these should help you limit your inaccuracy and start developing a more professional approach. These are also known as the “Seven deadly sins,” according to Dorothy Crenshaw of the PR Daily.

1. Overpromising.

Most of the time it’s easy to predict the return on an investment but sometimes it can be tough. These cannot be predicted with 100 percent accuracy. Discuss the expectations and this can be avoided.

2. Missing deadlines.

A deadline is one of the most important things in public relations. By not meeting one, you are setting yourself up for expulsion from the business. Next time your proposal is emailed too late, I would take it to heart.

3. Spamming.

This is an extreme case of being unprofessional. Giving a personal approach will always wok better. Most people who receive this don’t even look at it; moreover, your message will become irrelevant.

4. The on-and-off approach.

Public relations are most efficient when used as a long-term branding tool. Not to be confused with sales promotions and direct marketing. There are some corporations who see public relations like a television set they can turn on-and-off as business conditions dictate. This is a major error.

5. Using (or abusing) ad clout.

The majority of public relations pros have a story about a client who insists on trying to influence an ad buy to produce editorial coverage, or who threaten to pull a schedule if a story isn’t as positive as they would like. Sometimes this works, but it could potentially cost you your relationship with the media.

6. Thinking PR = press release.

A paid SEO enhanced news stream is not equivalent to a public relations program. Buyers are selling themselves short.

7. Confusing language

This topic isn’t limited to amateurs. Writing and speaking in simple, powerful words is much more efficient then using large confusing vocabulary. This will help make your communication crystal clear.

If you are challenged by management of your public relations plan, give us a call, we can help!

Today, I had an opportunity to speak before the Central West Coast Chapter of the Florida Public Relations Association, which, I admit, initially came as a shock.

To be honest, I’m always a little baffled when writers such as myself are asked to speak. I mean, there’s a reason we’ve chosen to spend our working lives sitting in little rooms making up quotes for other people or scuttling in the shadows, sneaking them words to say. Or, as I have been known to do, taping talking points to my chest so a Congressman could read them over my shoulder to the press.

The point is that people like me are quite content with being the man or woman behind the curtain, leaving the visual and vocal wizardry to others.

(And, seriously, if we had any presence, we’d be in broadcasting.)

All that said, I was truly honored to be with them today and have the opportunity to share a little of what I’ve learned during a lifetime in Oz, talk about something I hold most dear:  good writing – and even get a few pet peeves off my chest.

My presentation was dedicated to the writers out there, those people who care about words and the power of words and having power over words. The people who love finding the right words at the right time to say to the right people for the desired result.

I came bearing good tidings of great joy, as I truly believe that our time has come – again.

As a writer who has been writing for a loooooong time, I admit to some recent moments of despair – starting with the initial tsunami of digital communication when immediacy trumped message, and it was apparently critical to know every thought that passed through Ashton Kutcher’s head.

And when I found out that the Aflac duck, who can barely talk, much less write, has way more Facebook friends than I do.

But something more recently has given me hope for the future of writing.

And that something is the current emphasis on content marketing, which is being touted as THE road to developing brand trust, leadership and loyalty.

Is content management the answer to today’s marketing challenges or – more importantly – my prayers?

We’ll talk more later.

Something appears to be missing in marketing to 20-somethings. And that something is empathy.

For many years, they were the demographic everyone wanted to be – having few responsibilities and money to spend. They also were a very lucrative target market for many companies, easy prey for every new shiny object.

Now, they’re almost pariahs. They’re the boomerang generation that keeps coming back home. They’re the lackluster generation that can’t find jobs in their fields. They’re the spoiled generation that expects too much. They’re the foolish generation that paid mightily – and will continue to pay mightily – for educations they can’t use. They’re the hapless generation that doesn’t have the grit to get ahead.

Some – maybe even most – of that may not even be true, but stereotypes are quick to build and hard to demolish.

What is true is that they, like the rest of us, are a generation that needs solutions to problems. And they do have them.

For instance, a recent Pew Research Center found that employment rates among young people between the ages of 18 and 24 are at an all-time low, at 54 percent, and those who are employed full-time have experienced a bigger drop in weekly earnings than any other age group.

And research from the Yale School of Management asserts that students who graduate into a recession are likely to continue to face the negative effects from that recession, including higher unemployment rates and lower incomes, in some cases even 15 years after graduation.

Still, there are rosier views, such as that of financial advisor Zac Bissonnette, who says that 20-somethings can be better off, as long as they make smart financial decisions – spending wisely and avoiding debt.

Whatever’s on the horizon, however, the current landscape has changed. And, as marketers, we have to change, as well. That is, we must look at 20-somethings as they are, in comparison to no one, with understanding for the plight of those for whom pain points exist.

Only then can we begin to create a dialog that incorporates the entire demographic and a relationship they’ll value.

In a word, Marketing is Dynamic!  Marketing is full of life and there is little room for marketing activities that do not embody the life of your business.  Beyond all of the new technologies and tools to support the growth of your business, the basics still apply.  The following list provides insight into everyday marketing strategies for your business.

1. Remember to “Sharp Shoot.”

Know the segment you are targeting and build your marketing programs to specifically meet the needs of that segment.

2. Relationships, Relationships, Relationships.

The three keys to marketing success – no matter what your product, business today is based on strong productive relationships. Whether it is a strategic partner, client, competitor or vendor relationship – strong relationships can drive business growth.

3. Get “Up-close and Personal.”

Direct Marketing, including direct mail, tele-sales and Internet strategies, places you closest to your prospect. Incorporate these tools into your marketing strategy.

4. Experience the “Joy of Referrals.”

Referrals are the fuel of business today.  A client who is referred to your business is more likely to make purchases and maintain a long-standing productive relationship with your business.  Remember always ASK for referrals from your customers, prospects, colleagues and even competitors!

5. Love Your Competitors

Your competitors may be your greatest resource for learning about success and failure.  Track their products and services and routinely leverage that information for decision-making. There is lot to be learned from your competitor’s successes and failures. (Continued on Side Two)

6. Publicity is Free.

Public Relations is an invaluable tool at a community, national and even international level. Work hard to get a third party to tell your story in any form of media.  Remember, most publicity is free and available to those who ask.

7. Perception Is Truth.

Perception is the way we receive and translate our experiences – how and what we think about them.  When we discover how we are perceived, we gain invaluable insight into others’ truths. Work hard to transcend the limitations of perception and begin to address others’ truths.

8. Overcome the “Fluff Factor”.

Don’t underestimate your prospects or customers, they know when it’s “Fluff” and when it’s Real. Remember you can’t hide behind an inferior product or flawed service; instead focus on making your product or service superior and eliminate the need for fluff!

9.  Recognize the Power of Words.

Can you deliver what you say you can? The words you use to express your value proposition will endure.

10. Celebrate Your Failures!

Don’t be afraid to Celebrate Your Failures. Our failures will always have more information than our successes.  Never be afraid to re-address why you failed and what lessons you learned in the process. What will you do different the next time around?

In this “new” economy,  these marketing communications themes continue to trend on a routine basis:

• “Thought Leadership” – Are you in a thought leadership position in your respective industry? If so, how are you positioned?
• “Collaboration” – Businesses are looking to find new ways to grow in a cost-effective way without adding staff.  How are you collaborating with complementary partners to add value and stimulate growth?
• “Analytics” – Whether it’s a marketing research project or business analysis, businesses are more focused than ever before on fact-based decision-making with quantifiable metrics.  What marketing metrics are you tracking on a routine basis?

In the past seven years since the founding of Next-Mark, we have seen an unprecedented range of economic cycles and business trends impacting the growth of our clients.  Our goal remains the same: To be a steward on behalf of your business through each challenge focusing on your distinct needs.  We continue to offer individualized marketing, communications and business strategy solutions to meet your unique needs.