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From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.

Think There’s a Market for Your Small Business Abroad? Check out These U.S. Government Resources

Here at Communique, we love working with start-ups and small businesses. We are familiar with the creative and collaborative mindsets of both work environments, which make phenomenal settings for innovation and professional development. However, it can be daunting for both start-ups and small businesses to expand, especially into foreign markets—even if there is an ideal market abroad. Being a small business ourselves, we understand the need to constantly search for ways to improve and streamline our business and costs.  This includes a careful approach to expansion, something of which any small business should be mindful.

This past summer, I was lucky to have the opportunity to intern with the U.S. State Department at the U.S. Embassy, Port Louis, Mauritius. Along with meeting some of the impressive, inspiring, and hardworking staff of the U.S. State Department, I was also able to gain some insight into the various resources the U.S. government provides for businesses.

During my time with the State Department, I was pleased to learn how many government programs exist to help American small businesses in particular. Although a potentially intimidating task for any business, the U.S. government offers a collection of services to assist small businesses in expanding into foreign markets.

  • SBA.gov.The U.S. Small Business Administration has a wide selection of guides on starting and managing a business, a variety of loans and grants, information on government contracting, and counseling and training resources. See one extremely helpful guide: Financing Your Small Business Exports, Foreign Investments, or Projects.
  • Export-Import Bank of the United States. “Ex-Im” is the official export credit agency of the United States. They provide loan programs to facilitate export opportunities for both large and small businesses. Ex-Im Bank’s services include working capital guarantees, export credit insurance, and loan guarantees. Roughly 85% of their transactions are associated with U.S. small businesses.
  • OPIC.OPIC is the federal government’s development finance institution. OPIC provides financial products (loans and guarantees), political risk insurance, and support for investment funds to help American businesses expand into emerging markets. OPIC’s overarching goal is to mobilize private capital to solve critical development challenges, advancing U.S. foreign policy, and generating revenue, jobs, and growth both domestically and abroad.
  • Office of Investment Affairs. This office’s primary goal is to advance international investment interests of the United States domestically and abroad. Online, the OIA offers information on trade agreements and treaties. Additionally, OIA generates “Investment Climate Statements,” a guide of other nations’ economies that utilizes layman’s terms to describe different areas of foreign economies essential to investment.

If you’re considering expanding your small business into a foreign market, make sure to look at the resources the U.S. Government can offer you. After all, you’re already paying for them.

 

For more from CPR on small businesses, check out:

 

 

Are you considering expanding your small business into a foreign market? What resources have you found helpful?

 

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Overcoming Writer’s Block

As PR professionals, we are tasked with selling our client’s story to target media and influentials. We must convince them our client has something interesting to say that their readers would be interested in knowing. As such, one of the most critical skills in PR is the ability to write well. Not just the mechanics of writing, but the creative art of storytelling.

Anyone who has spent time writing for a living knows that sometimes the ideas seem to fall from the sky and the words flow freely from pen to page. Creative flow just happens. But there are days when the flow freezes over. No ideas come to mind and writing becomes an arduous task – classic writer’s block.

After experiencing a recent bout with writer’s block, I thought it would be helpful to share some of my own tips and strategies, as well as what I’ve learned from others, for melting the ice and returning the flow.

  • Start writing. Something. Anything! Sometimes the best way to get started is simply to get started, even if you don’t have any idea what you are going to say or in which direction your writing is headed. The act of putting something down on paper or tapping away at the keyboard (even on an unrelated topic), often triggers the formulation of new ideas and loosens up the creative flow.
  • Write first, research later. Once you’ve settled on a topic, flesh out early ideas with some non-stop-writing. Professional writing instructor and founder of the National Writers Workshop, Roy Peter Clark, suggests writing for 10 minutes without stopping even before you’ve completed your research. Clark says, “Your early writing – call it a ‘zero draft’ – will teach you what you know and what you still need to learn.”  He also suggests you lower your standards at the beginning of the process and raise them later, so your desire for perfection doesn’t inhibit you from getting started. Clark’s tips were published on the popular online writing resource Grammar Girl.
  • Do your homework. Information junkies may do better with the opposite approach – research first. In his article on overcoming writer’s block, published on the Psychology Today blog, author and journalist Steven Kotler says, “If I have nothing to say, then maybe it’s because I literally have nothing to say. I haven’t done my homework. So the first thing I do when stuck is more research. I read everything. I dream up questions and then I call people a lot smarter than myself and ask.”
  • Make it personal. If you have any leeway with the direction of a topic, try to align it with what you already know or what interests you. Having some familiarity with or interest in a topic makes idea generation much more natural. And chances are if it interests you, it will interest someone else.
  • Tune out. Often the best ideas come while taking a shower or weeding the garden. Creativity often takes place in the spaces between forced thought. That’s when our brains are free to process information and make connections from all the input rattling around upstairs.
  • Get moving. We’ve all heard it many times, but it’s worth repeating. Exercise, and the subsequent release of endorphins, can clear your mind, rev up your mood and restore brainpower. But be sure to skip the headphones. Exercising without music allows your mind to wander and your thoughts to become clearer (see “Tune out” above.)

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Boost or Bust Your Brand

At Communiqué PR, we have the opportunity to work with companies at all stages of growth. From Facebook to Opscode to Attachmate to The Bravern, our client list has presented us with many opportunities to watch a company evolve  and grow. With start-ups, we are often brought in at a time when messaging is constantly shifting, but from our experience, consistency is key with media and customers.

I came across an interesting article in Ragan’s that highlighted “12 moves that will destroy or deteriorate your brand.” The article provides great tips on things to avoid in any stage of a company’s branding. I’ve included a few tips gleaned from the article, as well as examples we’ve seen.

  • Have a logo. A big part of a company’s brand recognition is tied to its logo. What comes to mind when you see the golden arches? Obviously, McDonalds. What about the Swoosh? Nike has that locked down. You want your logo to stick in people’s minds, so keep it simple. Think about the simple logos that you remember like Apple and Google. You don’t need to spend a lot of money on the logo, but it should represent your brand and be memorable.

Additionally, it is important to keep the logo consistent. Author Amy McCloskey Tobin points out that it is OK to “refresh” the look of a logo, but don’t change it every year. You miss out on the most important function of a logo — brand recognition.

  •  Have a clear corporate voice. It is important that an organization has a corporate voice. Determine what type of personality your company wants and make sure to interact with customers in that fashion. For example, Nordstrom is very customer-service oriented. The customer is always right. The employees at Nordstrom are always happy to resolve customer dissatisfaction and that message is carried throughout the company’s story.  Once your voice is determined, ensure that all employees are trained accordingly.
  • Develop a PR crisis plan. No matter what industry you are in, a PR crisis can occur and it is important to have a plan in place. From employee indiscretion to product malfunction to social media flubs, we’ve seen a vast array of crises. It is important to have the processes in place to protect your brand. Who will respond to the PR disaster? What will the approach be? As an agency, we typically work with organizations to develop a PR plan to prepare for a crisis.  For more information on “Key Elements of a Crisis Communication Plan,” check out our previous blog post.
  • Keep your website fresh.  Just having a website is not enough. A company website needs to be a clean representation of your brand. Chances are most people will use the web to find you. A company should update its website with the most accurate and relevant information.  I typically visit a restaurant’s web page before I dine to check out the menu, atmosphere and specials. If the website is outdated or hard to navigate, I usually chose another place.
  • Develop a social media voice. Having a social media presence is important and so is having a plan of attack. If you do not represent your company on social media, it is likely that someone else will. Conversations could be happening on Twitter about your brand and you will have no insight or voice in the discussion unless you have an active presence. For more information on “Creating an Authentic Presence on Social Media,” please read our previous blog post.
  • Create consistent messaging. It is important for a brand to have consistent messaging surrounding what the company does and any supporting statistics. This will help ensure that everyone is on the same page when speaking about the company and will ensure a clear picture is illustrated in the media and to customers.  For tips on messaging, read “Five Best Practices Surrounding Messaging Workshops.”

What has helped your organization boost its brand?

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Seven Habits of Highly Effective Writers

 Ragan’s PR Daily recently published an article by Daphne Gray-Grant who is a writing and editing coach and author of 8½ Steps to Writing Faster, Better. I thought the article titled, “Seven Habits of Highly Effective Writers” was a gem, and completely spot on.

It’s no secret that as a PR professional, exceptional writing skills are a must-have. And by exceptional, I don’t mean that you simply must ensure your writing is clear and clean of grammatical errors and typos. You also have to be creative, efficient and adept at tailoring your message to the appropriate audience.

In Gray-Grant’s 30 years of experience in coaching others to become highly effective writers, she’s found seven traits most commonly found in effective writers. I’ve sprinkled her traits with my own tips that I’ve found incredibly helpful in strengthening my writing.

1.       Separate the writing and the editing processes. When you’re writing, just write. As your thoughts and ideas come, jot them down. Don’t worry too much about clarity of thought, the initial quality, flow, etc. Gray-Grant cites writer Cecil Castellucci, who says, “The best flowers are fertilized by crap,” so give yourself permission to write a crummy first draft.

 The editing process is your opportunity to reorganize, obsess over word choice and ensure you’re clearly communicating. So, write first, edit later.

 2.       Focus on the interesting. Effective writers tell a compelling story. Whether you’re an effective writer or an effective speaker, you know it’s important to capture your audience. One of the best ways to do this is by using real-life examples or anecdotes to communicate a theoretical or extremely technical topic. Who doesn’t love a good story?

3.       Tap into the power of metaphor. Gray-Grant cites metaphor expert Anne Miller who says, “Metaphors lead to instant understanding.” Enough said.

4.       Do adequate research. Research is the foundation of a lot of things, especially writing. How will you know what to say if you’re not sure what you’re talking about? Gray-Grant notes that effective writers understand that good research is all about asking interesting questions—of themselves, of the books, websites and reports they read as well as anyone they interview.  The answers to your questions will provide the fodder needed for writing.

5.       Learn from the writing of others. As an effective writer, you understand that you’re also a life-long learner. It’s important to continue refining and fine tuning your craft. There’s always more to learn when it comes to writing. One of the most powerful ways to do this is to actively read, read more and read again. The key word here is actively read. Analyze writing techniques, dissect sentence structures, continue to learn all you can about the art and craft of writing.

6.       Write in small bursts. This is a valuable tip for me. In my day-to-day, it’s often difficult to find time to sit and focus on writing for more than an hour at a time without being interrupted by immediate client needs, meetings, or the need to check incoming emails and voicemail. I’ve learned that I’m most effective when I have bursts of inspiration that I quickly put on paper and then come back to at a later time. Before I know it, I have the most critical content needed to build my story and merely need to connect my thoughts and edit my work. Although it may seem a bit piecemealed and frazzled at first, exceptional writing is often done a little at a time.

7.       Read your work out loud. I know this trait sounds like it’s taking you back to elementary school when your teacher called on you to read aloud. However, as Gray-Grant says, language isn’t just meaning—it’s also music. Whenever I read my work out loud, I almost always come up with a different approach to communicating my point in a way that flows better.  Sure, some of my coworkers may think I’m nuts for whispering to myself, but in the end, it leads me to my best work.

Are you an effective writer? What tips and tricks do you have?

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Making Use of LinkedIn Applications

Here at Communiqué PR, we are huge fans of LinkedIn. Although not an end-all resource, it is hugely helpful for recruiting, staying up to date with contacts, and maintaining your personal and business’ online brand. LinkedIn is most effective when updated frequently, as it is an easy tool that lets colleagues know what you are up to—and the more accurate and up-to-date, the better. Keeping your profile relevant is essential to cultivating an effective LinkedIn presence.

To this end, LinkedIn has developed LinkedIn Applications, a tool that makes maintaining and updating your profile easier and more streamlined. Despite being incredibly useful, I rarely see my own LinkedIn connections making use of the LinkedIn Applications feature.

So what does LinkedIn Applications do, exactly? According to LinkedIn itself, the feature “enables you to enrich your profile, share and collaborate with your network, and get the key insights that help you be more effective. Applications are added to your homepage and profile enabling you to control who gets access to what information.”

Currently, there 17 LinkedIn applications officially offered through LinkedIn.com. The following list is organized by the industry for which each is best suited.

All industries

  • Blog Link by SixApart

Blog Link connects your blog to your LinkedIn profile. You can then display your recent posts from your personal or company blog, letting visitors to your page know about what you’re currently writing.

  • WordPress by WordPress

With the WordPress app, you can feature all your WordPress blog posts on your LinkedIn profile. This is the only LinkedIn application I currently use, and when I publish this blog post, it will post directly to my LinkedIn profile! Just like Blog Link, it’s a great feature to keep your profile appearing updated, without a lot of extra work from your end.

  • SlideShare Presentations by SlideShare Inc.

Share SlideShare presentations directly through your LinkedIn account. Have a recent project that went well? Want to showcase some of your work in an aesthetically pleasing manner? The SlideShare application could be a great addition to your profile.

  • Reading List by Amazon

A great way to enrich your professional profile, this application shares the books you’re reading with other LinkedIn members. For the avid reader, it lets you stay up to date on what others recommend. Looking to stay current when it comes to industry literature? Follow industry thought leaders’ reading lists on Amazon, and get a peek inside from where they’re getting their information!

  • E-Bookshelf by FT Press

Less personal than Amazon’s Reading List application, E-Bookshelf lets you look at “essential reading” materials from experts in various fields. The content is catered to your expressed industry and interests on LinkedIn, and you are able to share articles with your connections as you see fit.

  • Projects and Teamspaces by Manymoon

Utilize this application to manage projects directly from your LinkedIn profile with other LinkedIn connections. The software is totally free, and allows you to track and share unlimited tasks, projects, documents and Google Apps with your LinkedIn connections.

  • My Travel by TripIt, Inc.

Follow where your network is travelling, and see when you are in the same city as other colleagues. This is great for someone on the go. Update your network on where you’re going, and why, and potentially network while you’re on the road!

  • Polls by LinkedIn

The Polls application allows you to collect data from your connections on LinkedIn. This may be especially helpful for brand pages, or just for maintaining interaction with your connections.

  • Box.net Files by Box.net

The cloud storage giant has created a LinkedIn application that allows you to share content directly with other connections. You can manage files directly from your LinkedIn, and shared current projects with colleagues and connections.

  • Events by LinkedIn

This application allows you to search for and publicize professional events. From conferences to local meet ups, the events application helps take LinkedIn networking into the real world.

Real Estate

  • Real Estate Pro by Rofo

This application accesses your local real estate and office space market, displaying new property listings and available spaces. Ideal for use by those in the real estate industry, it can feature listings directly on your LinkedIn page, rather than simply a link.

Creative

  • Portfolio Display by Behance

An excellent addition for those in the creative world, the Portfolio Display application allows you to feature your portfolio directly on your LinkedIn profile. For creatives, a resume is more about showing rather than telling. The Portfolio Display application can let you do just that, making your LinkedIn a more accurate representation of your body of work.

Tech

  • GitHub by LinkedIn

Use this application to showcase your GitHub projects on your LinkedIn profile. Ideal for those in the coding and web development community on LinkedIn, this application allows you to easily display your work.

Law

  • Lawyer Ratings by LexisNexis Martindale-Hubbell

For legal professionals, this is an absolute must. Showcase your Martindale-Hubbell® Peer Review Ratings™ and Client Review Ratings™ to establish your credentials on your profile. This application gives a stamp of approval to your LinkedIn profile from an outside, well respected source.

  • Legal Updates by JD Supra

Lawyers, you can use this application to upload your own articles and content. Or, simply use the application to stay up to date on legal news that is relevant to your business—and easily share stories with your connections.

If you are looking for a way to enhance your LinkedIn profile, increase your presence on the network, or just take some of the tedium out of updating your profile, LinkedIn Applications may be able to provide a solution that fits your needs.

For more from Communiqué PR on LinkedIn, check out the following blog posts:

And for more on LinkedIn Applications, look at the following resources:

 

Do you use LinkedIn Applications? Do you find them useful? Why or why not?

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Rwanda Girls Initiative’s Back to School Celebration

Last night, the Communiqué PR team attended a “back to school” celebration in support of the Rwanda Girls Initiative (RGI), a not-for-profit organization formed with the goal of opening a girls’ secondary school in Rwanda. The school is now open, in its third academic year, and its first class will graduate on October 4, 2013.

We were first introduced to the RGI team in early 2011 when we worked with Co-Founders Suzanne Sinegal McGill and Shalisan Foster to generate awareness in the New York Times, Seattle Times and other news outlets for the February 2011 opening of the Gashora Girls Academy (GGA), an upper-secondary boarding school for 270 girls.

We have been impressed by the founders’ vision for the Academy, their passion for helping others, and the grit and determination they showed with the fundraising, construction and initial opening of the school throughout the process of making RGI’s visions a reality. However, last night we found ourselves even more moved by the GGA girls’ stories, drive and hard work, and ambition to be change agents in the world.

At the sold-out event, two young Rwandan students, Celeste and Witness, from GGA gave speeches about the impact their education will have on them, their communities, their nation and the world. Their first-hand testimonials were moving and inspiring – not to mention courageous as English is a second language, and this is both students’ first time leaving Rwanda.

Celeste and Witness’ dreams and aspirations were incredibly refreshing. Both students had found the power to dream—one aspired to be a pediatric cardiac surgeon, the other a civil engineer and fashion designer. For these girls, however, there is only a small leap between dreaming and doing. Each is actively pursuing the futures they envision for themselves. The success of GGA, exemplified in the stories of Celeste and Witness and the countless tales of academic and personal successes achieved daily on the Academy’s grounds are a testament to the potential available in our world. RGI’s “Back to School” event reminded us how often we take our opportunities for granted, and how instrumental the opportunity of education can be.

Many people in the room were clearly moved and compelled to donate money, and it is a wonderful example of the power of stories in fundraising. RGI is an incredibly well run institution, in both its work in Rwanda and its fundraising efforts at home. The authentic presentation of anecdotal stories and success statistics, the colloquial and familiar conversations with Academy students during a 12-minute video clip on their experiences with RGI, the involvement of the local Seattle community, and the inspiring words of Celeste and Witness helped RGI continue a successful fundraising campaign. We are proud of our involvement with RGI and hope you’ll take a minute to learn more about the organization by visiting its website – http://www.rwandagirlsinitiative.org/.

 

 

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