Tips From the Inside Edge

Inside Edge PR's Blog Has Moved--Swing By Its New Home!

2012-01-23T22:58:00.000-06:00

Thanks for swinging by my blog...and please note its new address (as of July 2011) at my website, InsideEdgePR.com.

Northwestern’s Half-Baked Attempt at Connection: A Ham-Handed, Handwritten Thank-You Note

2011-07-22T12:18:00.000-05:00

Earlier this month, I received a hand-written thank you note in the mail from an undergraduate at Northwestern University, my alma mater.

That was impressive.

The personally written, but hardly personalized letter from
a Northwestern undergraduate.

Then I read the note – and if it wasn’t a verbatim transcription of a form letter, then I worry for the future of this self-described English major.

How utterly unimpressive.

Why bother with a form of intimate, personal connection when you saddle it with an impersonal form letter? Why go through the motions of making an emotional connection when you handcuff a student to so much sanitized white noise?

C’mon Wildcats: unleash these young adults to communicate from the heart! Or at least save yourself the postage.

Social Media Motivation: Let it Be Excellence, Not Merely Checking-the-Box Expectations

2011-07-12T16:21:00.002-05:00

Like anything in life, social media should be more than something you do out of obedience or fear. It should be something you engage in to do better, to be better.

If the overriding motivation is because your rivals are doing it, or because others say you should do it, or because you’re afraid of what your clients or peers will think if you don’t do it, then you’ve got it wrong – and that will come across.

On the other (preferred) hand, if you post those Tweets and create that content on Facebook because you want to inform, entertain and engage those you care about – and who care about you – then the caring will only expand.

So don’t chase expectations. Choose excellence.

Find Inside Edge PR on Facebook and on Twitter.

With News Releases, Think Local-Local-Local, Then Emphasize Each & Every Geographic Hook

2011-07-05T10:28:00.000-05:00

If you grew up in one town, attended high school in another, graduated from college in yet another and were hired to work in a fourth community, what would that make you?

First, what it would not make you is especially unusual: many others have traversed a similar path. Rarely does someone stay put through the various stages of life.

From a public relations standpoint, however, it would make you potentially newsworthy in four different markets. Once you develop a general news release, it's a simple matter of inserting (or at least emphasizing) the relevant local hook to secure coverage in those multiple markets.

Consider it a variation on the well-worn mantra "Think Globally, Act Locally." Only in this case, it's Think Local--and keep Thinking Local--until you've plumbed the depths of all the possible news hooks.

A recent Inside Edge PR case in point: the hiring of a Director of Economic Development for the Kenosha Area Business Alliance.

So, circling back to this post's original line: if you grew up in Niles, attended high school in Wilmette, enrolled at Marquette University and were hired to work in Kenosha, that would make you Brian Rademacher, whose KABA hiring has made the media rounds in all four of those locales.

For example, here's the Wilmette TribLocal version of KABA's hiring of Brian.

What do you think--are there instances where this focus on finding a bevy of local hooks might go too far?

Social Media Pruning: Time To Trim `Deadwood'?

2011-06-23T11:41:00.001-05:00

At first, it seemed strange. Then, it happened so often that it started to seem, if not normal, at least not so out of whack. And eventually it became almost commonplace.

I’m referring to the experience of someone I’ve never met asking to connect with me on social media sites, specifically LinkedIn and Facebook.

Usually, I’ve declined the invitations. But not always—and as a result, more than a dozen names have crept onto my accounts without my really understanding why.

So I recently went through the process of pruning these tenuous connections. I call it “pruning” because it’s not about subtracting names (and the individuals and their spheres of influence that flow from those names). More importantly, it’s about elevating the value of those with whom I choose to remain connected.

As the Wikipedia definition states, in part, “pruning is a horticultural practice involving the selective removal of parts of a plant…Reasons to prune plants include deadwood removal, shaping (by controlling or directing growth), improving or maintaining health (and) reducing risk.”

A little reflection on some of those keywords is instructive in thinking about the “how” and “why” of our social media activities:

Selective: When we say “yes” to too many, including people whom we don’t know (or at least couldn’t pick out of a crowd), we are diluting the quality of affirmations we’ve given to people we trust, respect and, in some cases, actually love.

Especially on LinkedIn, it’s important to have your connectedness mean something beyond a list of names or glorified business cards.

Deadwood removal: How many of our contacts and connections resemble “deadwood,” insofar as our social (think Facebook) and professional (think LinkedIn) lives are concerned?

Now, I don’t doubt that, for the most part, these are good people who play a vital and positive role in the lives of any number of people. But to me, they are like “deadwood.” Lest I seem harsh, I should add that I have no illusions about my own speck-on-the-map status with these very same individuals.

Yes, I am sure that I too must resemble deadwood in some circles.

But until and unless they (and I) take the time to alter matters, then I’ll be the proactive one and say it’s time for me to let them go (and vice versa).

This can be a bit scary—I’ve played out vague scenarios in which, at some magical future juncture, Joe Linkedin suddenly emerges as a significant connection to have, and now I’m kicking myself for cutting him or her loose.

Then, after reflecting on the years of my own personal and professional history on LinkedIn and Facebook, I've come to a conclusion: such a scenario simply hasn’t played out yet.

Besides, if and when an opportunity arises with Joe Linkedin (or Jane Facebook), then that’s a great reason to kick-start a re-connection with him or her.

For a related post, from April 2009, see "Time To `De-Link' a Non-Responsive Contact?"

Overcome Weakness in Your LinkedIn Chain: Invest in Relationships When You Don't `Need To'

2011-06-17T15:09:00.001-05:00

As the saying goes, "You're only as strong as the weakest link in your chain."

And when it comes to LinkedIn, the formula that some follow goes like this:

1. Accumulate as many contacts as possible by sending an impersonal, automated request to Link-In.

2. Proceed to ignore aforementioned contacts for weeks, months or even years. (If you're especially ambitious, write one or two recommendations.)

3. If and when you lose a job, or have a decline in business, send impersonal, mass notes to LinkedIn contacts announcing that you'd appreciate their steering leads your way.

4. When you come up dry on Step 3, complain that LinkedIn is useless.

Referring back to the introductory line--and boiling down these four steps in one word: weak.

If you've read any of my prior social media tips and observations, you know that Inside Edge PR has derived significant benefit from LinkedIn and other social media: new clients, stronger relationships, media coverage, and the development of social-media workshops that have led to more work.

And here's the biggest reason why: I've sought to help as many of my links as possible...without seeking anything in return.

That's not bragging, and that's not charity--it's straight-up common sense about human nature. Think of it this way: when is the best time to buy a car or sell a house?

When you don't need to.

That way, you're not desperate or otherwise painted into a corner. You can take the deal or leave it.

The same principle goes for LinkedIn, Facebook or any other personal or professional transaction, online or offline--the best time to nurture a relationship is when you don't "need to."

The truth be told, if you don't want to do this, for the sheer enjoyment of maintaining and strengthening connections with other human beings, you ought to consult the closest mirror.

Even failing that basic test, you should consider exercising some self-discipline, consistency and long-term thinking. Drop a note to five or 10 people at a time, simply saying "hello" or offering some words of encouragement or insight that will benefit them.

In "The Professional's Platform," one of Seth Godin's recent blog posts, he eloquently makes much the same point. An excerpt:

"We remember what you did when you didn't need us so urgently...It means investing, perhaps overinvesting, in relationships long before it's in your interest to do so."

Best Buy's Big Social Media Blunder: When Common Sense `Ceases and Desists'

2011-06-13T00:25:00.001-05:00

Someone needs to send Best Buy an historic bit of writing known as 1 Samuel 17.

That's the chapter in the Old Testament that relates the story of David and Goliath. For those who may not have heard (spoiler alert!), wee David cuts off giant Goliath's head thanks to his faith in God and one amazing demonstration of accurate sling-shotting.

In modern parlance, that's known as a big "W" for the underdog.

Speaking of modern times, just recently Best Buy (aka "Goliath," at least for this post's purposes) made the foolish decision to overreact to a rival company's commercial parodying Best Buy's notoriously, ahem, subpar technology know-how.

Whereupon, Best Buy's crack legal team (or maybe it's "cracked"?) dashed off a cease-and-desist letter that was sure to spur on far more coverage of the parody--and awareness of that competitor, NewEgg.com, (aka David in this example).

Oh, that reminds me: check out the 30-second commercial here:

Adam Singer, in his Future Buzz blog, offers a great take on the blunder.

As I related to Singer, someone should send a C & D letter to Best Buy's legal counsel. Is there a Department of Common Sense over there? The David versus Goliath analogy is so obvious, as is the inanity of Best Buy's response.

I can't help but chuckle, too, at Best Buy's repeated use of "slovenly" in the C & D letter to describe the blue-shirted employee. That word belongs somewhere in the early-1970s, methinks.

As Singer articulates so well at Future Buzz, the episode clearly reflects Best Buy's lack of social media awareness--how else to explain its clunky attempt to shush a company with a hugely loyal and tech-savvy following?

Social Media Policy: How To Get Started, And Why Your Organization Should Get it In Writing

2011-06-09T17:01:00.000-05:00

Has your organization developed a written social media policy? Do you know where to begin, or why it's important in the first place?

A few months ago, when the Kenosha Area Business Alliance asked me to develop one, I at least knew where to start: Google, of course.

I typed "social media policy" into the search engine and within moments, came upon resource-rich sites like Social Media Governance.

There you'll find a bevy of templates from which to draw inspiration and adapt--in your own voice, in your own words and tailored to your organization's communications objectives.

Last week, after working through some drafts and gathering feedback along the way, I posted KABA's Social Media Policy in a logical spot: its Facebook page.

There are many reasons why it makes sense to develop a social media policy. As I consider Inside Edge PR's experience in providing social-media service to clients over the past few years, here are three benefits of creating a policy for navigating in this rapidly expanding terrain:

1. It compels you to think through the reasons why you are on social media in the first place--and thereby develop a focused approach to the process.

All too often, and admittedly in my own experience, social-media activities have been helter-skelter. More than a few times, I've posted something for the sake of making sure observers and prospects knew that the administrator (me) hadn't been abducted by Martians.

With a social media policy, you will set parameters of what you wish to communicate and any ground rules relating to how or what administrators and visitors/fans ought to communicate.

2. It offers another platform to articulate your organization's distinctive mission, employing your distinctive voice and creating an opportunity to forge a deeper connection with your audience.

Seize this kind of moment to express your organization's culture, especially via humor.

One that I highly recommend you check out: Kodak's 16-page `Social Media Tips: Sharing Lessons Learned to Help Your Business Grow.'

3. It explains, in clear terms, why you take certain steps to respond to, remove or otherwise regulate content that appears in your social media space.

In other words: beware and begone, spammers and saboteurs!

Having a social media policy in place last summer would've helped expedite some action I took for Tom & Eddie's on its Facebook page.

Some individuals associated with at least one other area restaurant, obviously feeling threatened by the new rival, were making bogus attacks about Tom & Eddie's service and food.

After internal discussions about how to respond, I removed the remarks within 24 hours. With a social media policy in place, it would've taken all of 24 seconds.

Comeback For the Triple S Super-Hero Costume?

2011-05-31T06:18:00.000-05:00

It's preliminary, so I'm unable to divulge details just yet.

But it appears that the Triple S super-hero costume in which I galavanted around Oak Park for the holiday season some 18 months ago may soon be making a re-appearance.

It would be for another local cause, it would be in the near future and, I am happy to note, it would entail somebody else wearing it.

I realize not everyone has yet been exposed to what I'm alluding to, so you can check out the Super Shopper Spotter campaign that Inside Edge PR coordinated between Thanksgiving and Christmas 2009: here is the Shop the Village 2009 blog that I created, as part of the local effort to spur on local shopping.

And that effort came on the heels of the inaugural Shop the Village campaign.

If nothing else, and if you're primed for a good laugh, check out some of the clips of Super Shopper Spotter in action.

Pick Up the Phone, Break Away From PR Pack

2011-05-27T09:09:00.000-05:00

Notwithstanding Inside Edge PR's journalistic style of developing content for dissemination to the media, it's been more than five years since I regularly committed acts of journalism.

Yet I still remain on a bevy of publicists' media lists. Almost daily, I get multiple news releases that encompass theater, health and fitness, Indiana tourism, healthcare and more--oh, so much more.

This underscores a PR fundamental that is sorely lacking in the marketplace: picking up the phone and actually calling members of the media. Radical, I know.

But if any of the above-mentioned releases had been accompanied by a phone call, then they'd realize that I'm no longer a viable media target. Instead, I'm just a piece of the wall where they are flinging mud.

For those in the business of trying to get your stories told to a broader audience, that's no way to get the job done. By contrast, one surefire way to separate yourself from the competitive PR pack is to go beyond the comfort (and relative futility) of relying on mass e-mails.

After all, while one of the easiest things to do is send an e-mail, deleting that same e-mail is equally simple. And the deleter increasingly views your e-mails as white noise or spam--hardly the stuff of building a constructive relationship or well-regarded professional reputation.

Meantime, check out some related Inside Edge PR posts, such as The Real Purpose of Calling a Journalist and The Art of Contacting Reporters By Phone.

Stay Rooted in Reality: Make Sure PR & Marketing Ideas Don't Interfere Operationally

2011-05-20T09:16:00.002-05:00

It's National Burger Day on May 28 and so Inside Edge PR is in the midst of developing a promotional effort marking that day, as well as the week sandwiching it, for client Burger Boss, a terrific and popular new restaurant in Elmwood Park, Ill.

However, it's one thing to come up with a fun and memorable marketing idea--and quite another to be able to have it dovetail with operational reality. so when I shot the draft news release to co-owner Anthony Gambino, I acknowledged, "Just trying to give you an idea of what could be, and you can let me know what can be (based on operational realities)."

As I expected, Anthony replied with a scaled-down, simpler plan. You can see the news release here at TribLocal.com.

The back-and-forth between me and Anthony reflects clear-eyed cooperation--understanding that you need to find that sweet spot where marketing/PR and effective operations can meet.

I've fallen prey to this enthusiasm for pie-in-the-sky visions that have crashed and burned within milliseconds of a client's review. It's tempting to get swept away and devote significant chunks of time to grandiose plans. But it's foolish to do so without bothering to see how those visions will affect the actual conducting of business.

So before you get in too deep with that fancy Father's Day promo or that pyrotechnically phenomenal Fourth of July, check in with the guys and gals over on the other side of the business equation.

And, hey, if your name is Burger, Berger or Boss, swing by Burger Boss on May 28th!

Testimonial Truth: Start With the End in Mind

2011-05-05T10:44:00.001-05:00

People love to connect with other people. Not an organization, or a concept, but people.

The more you can share the faces—as well as the respect, admiration and gratitude—of those whom your organization has served, the more effective your overall communications initiatives will become.

This was among the messages I shared a few weeks ago with the West Suburban Practice Group of the Collaborative Law Institute of Illinois.

Addressing the West Suburban Practice
Groupof the CLII

Addressing a group of about 15 professionals at Braxton Seafood Restaurant in Oak Brook, I emphasized the need to start the testimonial-gathering (or case study development) process with the end in mind.

Before seeking out testimonials, identify those traits that are most likely to inspire the response you are seeking from your target audience: What do the individuals and groups you have served over the years appreciate most about your organization’s impact—past, present and future?

Once you have clarity on this front, then it’s a much more simple—and focused—matter of gathering, and skillfully communicating, the prevalence of those traits via testimonials in writing, photographs and video.

This ongoing effort is among the most time-intensive of PR endeavors.
But it's eminently worthwhile.

Testimonials, when done right, carry significant influence on people to take the actions that you desire, whether it's volunteering their time, buying your product or service, or any variety of objectives. So identifying and then drawing out these stories should receive major emphasis.

Tips From the Inside Edge has shared testimonial viewpoints in the past. For example, you can check out this ditty, Go Beyond `Testimonial Providers Anonymous': Put Names & Faces With Your Rave Reviews."

Osama bin Laden's Death: 3 Elements To Make It a Genuine PR Moment, Not a Backfiring Blunder

2011-05-02T11:43:00.001-05:00

Is it wise to turn Osama bin Laden's death
into a PR moment for your company or cause?

There's room for much debate on this one, but here's some framework to guide your decision on this volatile question: can you generate a public relations communication that is fitting, measured and respectful?

Let's break down those three elements:

1. Fitting

Does the company or cause have a logical tie-in to the events leading to bin Laden's death? Do they manufacture a weapon or piece of technology that played a role in finding, then confronting and ultimately killing the most wanted man on the globe? Is there some other (less obvious) connection that you can make?

If so, then it's worth exploring the potential for a PR outreach.

If not, then it might be time to start brainstorming on other fronts.

2. Measured

If you pass the "fitting" test, then the next step is to ensure that you develop a communication that is measured. In other words, resist the temptation to lay it on thick with whatever role you may have played in some component of the mission to get bin Laden.

For example, a company that makes tool kits that go into military Humvees may have an appropriate opening to parlay the death into some kind of news release.

But the focus ought to be on praising those who carried out the objective, with a brief mention of the company's own, peripheral role in supporting our troops.

3. Respectful

Remember that this is part of a much bigger, indescribably tragic and heart-wrenching story. Thousands of people died on U.S. soil on Sept. 11, 2001, and events flowing from that dark day--including the wars in Iraq and Afghanistan--have since claimed the lives of untold (and rising) numbers of others.

Acknowledging that reality in a respectful, somber way ought to be part of any PR communication in this post-bin Laden period.

There is a line between smart and timely PR and unseemly, over-the-top opportunism that can backfire. Much is in the execution, including the choice of words in a release.

Think through the possibilities carefully, select your words wisely and then launch your media outreach accordingly.

For more story-telling tips and training, visit the Inside Edge PR website resources page.

OC Register Reporter's Life-Saving Story Offers Glimpse at Journalism's Challenge, Thrill & Joy

2011-04-17T22:06:00.000-05:00

Every once in a while, there's a story that really, viscerally reminds me of why I got into journalism, why I stayed it in for two decades--and why I consider myself a journalist for life even if I've been committing repeated acts of public relations for the past half-decade or so.

It's the opportunity to play a significant role in skillfully relating stories of significant people, events and issues. Along the way, the gratificaton deepens if you can capture elements of the story that other reporters would never come close to touching.

The other day, that feeling came upon me when I read a masterfully written piece by Lori Basheda in the Orange County Register. With meticulous reporting and suspenseful writing, she had my heart pounding (literally) as I took in the life-saving effort of pro surfer James Pribram as he pulled a 22-year-old woman from the Pacific Ocean.

You can read the story here on the OC Register website.

*****

P.S. After posting a link to the story on my Facebook page, one friend noted that it brought back memories of her own near-drowning experience many years ago. And that remark just now reminds me of my own mother's recounting, more than a few times, how she nearly drowned as a young adult--and survived thanks to a life guard's rescue.

There is something about near-death experiences that is, understandably, so gripping. What about you? If you're like most adults, it's not a matter of whether you have such a story, but which one stands out in your memory? I encourage you to write about it, even if only for your own reflection.

March Madness? No, Uncommon Courage: Butler Coach Stevens Suspends Four of Five Starters

2011-04-01T11:35:00.002-05:00

Some will decry the move as March Madness gone too far, but I say it will undoubtedly go down as one of the most courageous coaching disciplinary decisions ever.

As was reported first by an Indianapolis television station (see link below), Butler basketball coach Brad Stevens has suspended four of his five starters for unspecified "team rule violations."

As a result, the Bulldogs are now short-handed for their Final Four semifinal match-up against Virginia Commonwealth University.

Brad Stevens makes decision "based on principle"

You can read about it in a story posted this morning.

The bright side: if Butler somehow manages to win on Saturday, the four suspended players--all but Matt Howard got the temporary heave-ho--will be back in the lineup for the NCAA championship game on Monday night.

"I won't go into details, but it's based on principle that I've come to this difficult decision," Stevens said. "You can't spell team with the letter `i,' unless you want to spell it incorrectly."

P.S. As must be abundantly clear by now, the post on Friday (aka April Fool's Day) was indeed a bit of April 1 mischief, courtesy of Inside Edge PR. At least four readers confessed, in various ways, that they believed--at least for a few moments--the account of Brad Stevens suspending four of Butler's five starters. Now the question is, how will the Bulldogs win over mighty Connecticut, even with all five starters suited up for action?

-Matt Baron, April 4, 2011, 7:30 am.

Medill Name Change Inspires Mischief-Making

2011-03-22T23:44:00.003-05:00

Me in my succinctly stated sweatshirt.

The journalism school where I studied at Northwestern University used to be known simply as the Medill School of Journalism. Often it has been referred to even more simply as "Medill."

With only a period after it. Or so my increasingly tattered sweatshirt declares.

That piece of punctuation proclaimed, "No further explanation needed. If you don't get it, then you're just out of it."

It has always struck me as a confident, borderline arrogant expression of self-edifying preeminence in the J-world.

Recently, however, the school's name changed to The Medill School of Journalism, Media, Integrated Marketing Communications.

There's a new "The" to start things off, a few commas to keep the flow going, 65 characters in all (almost halfway to maxing out a Tweet!) and nary an "and" in sight. It's a rather windy name that has stirred some hand-wringing among alumni.

As for me, I refuse to wring my hands. I've opted to head straight toward mischief-making. With the creative genius of my wife backing me up, I have created T-shirt designs that poke fun at the new, exceedingly elongated name.

You can try these ones on for size: "Medill Blah Blah Blah" and "The Medill School of A Really, Really, Really Long Name That Won't Fit On This Shi"

Check 'em out here on a Zazzle page we set up.

Truthfully, it's all in good fun. I hold the institution and its faculty, staff and students in high regard. Almost all of Inside Edge PR's associates over the years have been students or graduates of Medill.

And there's also this matter of my own career path, moving from journalism to "public relations and media services" in 2005. That transition serves as a microcosm of the shifting business landscape that is part of what prompted Medill's name change.

So I'd feel almost (but not quite) hypocritical if I railed against this new, somewhat clunky description of my esteemed Medill.

But c'mon, maestros of Medill (School of this, that & the other thing): you couldn't spare an ampersand?

Spreading the PR Wealth: Be Alert to Media's Need and Be Willing to Share the Spotlight

2011-03-10T10:39:00.001-06:00

The laurels keep coming for J.C. Restoration, which last week learned that it had received the Blue Ribbon Small Business Award from the U.S. Chamber of Commerce.

In the last year, the Rolling Meadows-based company and its president, Warner Cruz, have won at least four significant industry, regional and even national awards, including Cruz's selection as Second Runner-Up for the Small Business Administration's National Small Business Person of the Year.

This time around, as much as it would be tempting to focus solely on J.C. Restoration's return to the spotlight, I counseled the company to touch on the fact that it's one part of a larger story: there were 75 Blue Ribbon recipients nationally, including five others from Illinois (four in and around Chicago).

The news release, posted here at Triblocal.com, takes that "team player" approach.

Instead of trying to hog all the attention, this tack seeks to serve not only my client's desire to raise awareness of its success, but also the media's need for a stronger story.

In the short term, does adopting this spread-the-wealth mentality result in reduced media prominence? It's possible, though there has been strong media response thus far.

And regardless of any immediate impact, or lack thereof, this bigger-picture sensibility pays off over the long haul via increased media trust and respect for future story pitches that you make.

A PR P.S.

J.C. Restoration and the other Blue Ribbon winners, by the way, are all in the running for the U.S. Chamber of Commerce's DREAM BIG Small Business of the Year Award and the Community Excellence Award. The latter honor flows from online voting through Friday, March 11.

You can check that out here.

News Release on Five Seasons' Manny Velasco Caps Small-World Story-Telling Connection

2011-03-01T23:37:00.000-06:00

If you stay at something long enough, fun interweavings come about.

The first story that I ever got paid to write, nearly 27 years ago, appeared in the Marshfield (Mass.) Mariner. It was a feature on Chris Lapriore, a star tennis player from my high school. A two-time state champion, Chris was about to enroll at the University of Illinois.

A few years ago, as I was doing some PR on Hall of Fame tennis player Monica Seles' visit to Five Seasons Family Sports Club in Northbrook, I chatted with the club's head tennis pro, Manny Velasco. In the course of our conversation, I discovered that Manny (pictured below, with Monica) had played with Chris at Illinois.

So it was especially satisfying, and with more than a little feeling of nostalgia, that I wrote my most recent tennis piece last week: a news release on Manny's receiving Coach of the Year honors in the USTA's Chicago District.

Makes me wonder what stories I might be telling in the year 2038.

The Power of Getting it On Video: From Youth Hoops to Your Next Public Relations Campaign

2011-02-22T23:37:00.001-06:00

Did I mention that my son is a budding basketball star?

Well, to put it more modestly, he tallied his first points in a competitive basketball game earlier this month. To be more precise, I could tell you how he gained control of an up-for-grabs pass (very common among 7- and 8-year-old hoopsters), positioned his body to protect it from a defender, set his feet, eyed the rim and then launched a 12-footer from his right hip.

The ball caromed off the backboard and swished perfectly through the hoop.

Yes, I could recite all of those details--and provide further embellishment. Or I could simply direct you to click on the video below (less than 30 seconds).

Which is more compelling? More apt to catch your attention and create a more lasting impression?

As much as I'd like to think that my writing is poetic and powerful, in certain instances, like this one, it's no match for video.

As I noted in the first Tips From the Inside Edge post nearly three years ago, video is a powerful public relations ally for a number of reasons. Here are three:

1. They tell the story directly to the world, without needing any intermediary's approval or being subject to any intermediary's mistakes of omission or commission.

2. They offer the media a more compelling story suggestion, and can tip them across that intangible line, from somewhat interested to very interested, which means all the difference between taking a pass on the story to passing along the story idea to the assignment producer or editor.

3. If the media pursue the story, it provides them with a resource to share with their audience, further expanding your reach via both traditional (media) and non-traditional (user-generated websites) means.

What To Do When Oprah (Or Anyone Else) Calls

2011-02-17T09:01:00.001-06:00

More than 90 percent of my clients say Oprah's name when discussing their PR goals. Typically, the words "want" and "get on" are in close proximity to the wildly successful talk show host's name.

While Oprah's talk show is nearing the end, shows like hers are an enduring part of the media landscape.

Susan Harrow is a top publicist (http://www.prsecrets.com/) who provides a wealth of practical insight on how to get on shows like Oprah. Unlike some teleseminar speakers, who drone on about how you can attend a two-day conference for some sum of money to learn the real scoop on Subject XYZ, a classy, professional Harrow teleseminar that I tuned into a few years ago was loaded with practical insights.

One subject that she covered was what to do when you get the call from a producer showing interest in you as a potential guest. (It likely is not enough to have a great guest idea--you've got to show that you are well prepared as well!)

Here are some of my notes:

1. Before you speak to the producer, ask: "What angle are you thinking about here, and how do you see the show unfolding?" (You are asking for their needs.)

2. During the conversation (any conversation, but especially high-stakes ones), ask, “Am I on the right track, is this what you're looking for?” (Remember, it is not a monologue, but a dialogue).

3. At the end of the call, go for the close: "Do you think I'm the right guest for this show?"

4. If you are not a fit, ask, "How else can I help?" or "What are you looking for?" (Be a team player---it nurtures a relationship long-term.)

Reflections of 1991: A Valentine's Greeting to My Former Colleagues at The Courier-News

2011-02-10T08:11:00.005-06:00

From the front page of the Feb. 15, 1991 edition of The Courier-News in Elgin, Ill.

This past Sunday was the 20th anniversary of my start with The Courier-News of Elgin, Ill.

When Mike Bailey hired a 22-year-old guy who had trouble navigating his way to the newsroom all the way from Chicago, it was for an eight-week period to fill in for a reporter on maternity leave.

As it turned out, the reporter decided to stay home with her baby, and Bailey decided that I could stick around longer.

It set into motion an eight-year period in my career that I appreciate more with each passing year.

Before moving on in March 1999, I had the good fortune of working alongside dedicated professionals, of having the chance to do wide-ranging, important work, and of learning a ton all along the way.

One of my first assignments, during Week 2 at the newspaper, was a feature story on Valentine's Day 1991 about 25 couples who chose that romantic day to get married at the Kane County Courthouse in Geneva. (You can click on the image above to read more.)

The last few years, I've kept the piece on my office wall, with the idea that it would be fascinating to catch up with a few of those couples today, see how they're doing--and whether they remain married.

A few weeks ago, I suggested such a follow-up to my former colleagues. No reply yet, and I understand if they don't have a chance to pursue it. Resources are so limited and personnel so stretched today in the newsroom.

Thanks largely to social media, many of us have stayed in touch. Two months ago, when the paper's office at 300 Lake St. closed after more than a half-century (though the paper continues on), we had a mini-reunion.

Being the PR guy now, I shot photos as well as videos that you can find on one of my YouTube channels.

So, if nothing else, I suppose this post is my Valentine's greeting to all of those who played such an instrumental part in my years at The Courier-News--the few who remain and the many who have gone on to other endeavors.

When Pitching the Media, Keep it Brief

2011-02-01T15:41:00.001-06:00

Unless you've been on the receiving end of a story pitch, you likely don't appreciate the urgency of being succinct in those interactions.

Having been on the receiving end of such pitches for about 20 years, I can assure you that the goal ought NEVER be selling the reporter, editor or producer on a story--that's asking too much, too soon.

When I reach their voicemails (the usual scenario, as most don't pick up the phone), I leave a brief message with the gist of my call and a heads-up that I’m about to e-mail more detailed information.

Those e-mails all lead with the phrase “Following up from the voice mail I just left for you…”

When reaching an individual directly, my first goal is to pledge brevity. How I typically start: “Are you on deadline, or is this a good time to talk for 30 seconds?”

Such a courtesy signals that I know their world—and I am not about to waste their time. Saying “30 seconds” is intentional—when people trot out “Do you have a minute?” they usually don’t mean 60 seconds, but upwards of 10 minutes.

Now, if someone starts to engage you and you stay on the phone longer, that's great. But it has to be their call.

Your objective in calling is not to “close a sale” as they cheerily promise to crank out a story. Rather than closing anything, you want them to open up.

Warm ‘em up to the idea that the e-mail you're about to send is worth serious consideration, instead of the reflexive tap of the DELETE key.

Events Offer Three Bites at the Publicity Apple

2011-01-21T15:08:00.001-06:00

Stories that are event-based--with a specific time and a specific place--offer three bites at the publicity apple.

If you're settling for anything less, then you need to work on growing your PR appetite. Not to get too technical, but I like to refer to these bites (or "phases") as:

1. Before. 2. During. 3. After.

Before: This is a preview that promotes the event, to encourage attendance by media and/or interested individuals. It also lays the groundwork for a follow-up.

Here is an example from this week's media outreach by Inside Edge PR, on behalf of DivorceIllinois and its Feb. 4 meeting in Oak Brook.

During: This is when you can secure coverage of the event itself, via the presence of one or more media representatives. Serving as an "In-House Journalist," Inside Edge PR often plays the role of pool reporter for those media outelts unable, or uninterested, in attending.

After: This is typically a news release, often accompanied by video and photographs, that highlights significant developments at the event. It represents an opportunity to break new ground, so should go beyond a re-hash of the preview with a mere revision of verb tenses.

All along the way, too, you should be buzzing things up on social media, through communication portals such as YouTube and Facebook.

Inside Edge PR's website has a bevy of other resources to help you secure media coverage, including "To Get the PR You Want, Focus First on The Media's Need.'

Bad News-to-Good News: Income-Tax Hike in Illinois Presents PR Opportunity for Businesses

2011-01-13T08:04:00.000-06:00

Yesterday, the Illinois legislature approved an income-tax increase for individuals and corporations.

What do you suppose that has to do with life insurance salesmen, sports marketers, a wealth advisory consultant and restaurateurs?

At minimum, two things:

1. All are affected by it.

2. All can--and should--parlay our lawmakers' lazy and gutless (yeah, I'm steamed) decision into news that turns the spotlight on their business and their industry expertise.

An op-ed piece,a news release, a pitch about the impact of the change on their field--all are fair game as responses to the governmental money grab.

I mention those four business categories because over the past three days, I've met with prospective clients in each of them. To each, I've sung this same tune.

It's one way to turn the legislature's lemon into lemonade. There's no law (at least not yet) against parlaying really bad news into good profits that flow from raising an organization's profile in the media, social media and via any other platform.

Search Engine Optimiziation, that holy grail of online attention-getting, flows more abundantly when your content is current and relevant. In another word: news.

So what are you doing right now to ride the coattails of the state's income-tax grab and offer up actual newsworthy material to the media? The clock is ticking, and the media spotlight usually shines most brightly on those who make the first move.

Driving Home the Lesson of the Red Sports Car: Command Attention with Your Next "Top 10" List

2011-01-04T13:33:00.002-06:00

Can you picture a sports car?

How about a red sports car?

With that little, colorful adjective, the image becomes much more vivid. It catches your attention in a way that a generalized statement did not.

It's the same with "Top 5" or "Top 10" lists, which were everywhere we turned as 2010 drew to a close (year-end reviews of this, that and every other thing). Compilations along those lines should be in decent abundance as 2011 gets rolling here, too, as we learn how to get smarter, thinner, wealthier, safer and savvier.

So if you're in the attention-getting business and are thinking about developing a "Top" list, remember the lesson of the red sports car. Be different, be flashy, be memorable--or risk winding up in someone's "Top 10 List of Hum-Drum Top 10 Lists."

Anyone can come up with a "Top 10 Weight Loss Tips." Be someone who goes the extra half-ounce, steps out on an edgy ledge and offers counsel on "10 Steps to Quit Being A Fat American."

My favorite recent "red sports car" example is from Dave Ramsey's financial e-newsletter: "11 Ways to Be Weird in 2011."

Resist Tunnel Vision About Your Value, Heed Market Feedback & Turn Failure into Success

2010-12-27T00:46:00.002-06:00

In today's rapidly shifting strategic marketing and public relations landscape, being willing to change is only one part of the equation.

You've also got to be continually alert to those ways in which you must embrace change--or invite extinction.

That truth comes to mind as 2010 draws to a close and I reflect on what was happening in my professional life five years ago.

In the January 2006 issue of North Shore magazine, I bought an advertisement for Your Front Page. It was part of my big promotional push for a personalized writing service that until that point had been a fun sidelight to my journalism career.

I hoped the ad would trigger a deluge of business from folks in places like Winnetka, Northbrook and communities all throughout the Chicago area who wanted a distinctive way to commemmorate birthdays, wedding anniversaries and other celebrations.

Alas, the placement sparked a grand total of one phone call. And here's the kicker: it was from a salesperson hoping I'd buy an ad from his publication.

The "Your Front Page" ad
in North Shore magazine

I realize that with advertising, repetition is vital, so I don't in any way fault the magazine (which has recently been assimilated into the burgeoning Make It Better empire). Besides, I made other grassroots marketing efforts to get the service off the ground.

Despite my grand ambitions, Your Front Page has attracted a mere three clients in the past five years. And while enthusiastic responses to the pieces have been gratifying, it's obvious that on a commercial level, my blueprint of how I'd shift from journalism has been a resounding flop.

Fortunately, I wasn't hung up on the exact nature of my value to the marketplace. As a result, YFP's failure has opened the door to the success of what has become Inside Edge PR.

Like a quarterback who spots a coming blitz and calls an audible at the line of scrimmage, I have been open to market feedback and carved a niche as a Chicago-area publicist who uses a journalistic sensibility to help small- and medium-sized companies and organizations.

Over the next five years, where will it all lead? Will I continue along this path of helping mostly Chicago-area businesses connect with, and expand, their market?
Maybe--though I wouldn't bet on it coming via some orderly trajectory. New wrinkles continually emerge: over the past few years, for example, Inside Edge PR has jumped feet-first into the use of videos for PR as well as developing a strong social media presence for clients.

Through it all, one thing is for certain: nobody, least of all me, can afford to stay stuck in any preconceptions about how they can best serve the marketplace.

'It's A Wonderful Life' Flashback: My Chicago Trib Story on Karolyn Grimes, aka ZuZu Bailey

2010-12-21T09:33:00.011-06:00

Karolyn Grimes, as a 6-year-old
ZuZu, in Jimmy Stewart's arms

A P.S. here to my post last week about Community Bank of Oak Park River Forest and It's A Wonderful Life.

Exactly four years ago, to the day, I had the privilege of writing a story for the Chicago Tribune about Karolyn Grimes, the actress who played ZuZu more than 60 years earlier.

At the time, I was charmed by the entire experience. How cute, I thought, as people young and old lined up for a chance to meet this woman who had played ZuZu so many years earlier.

A recent photo of Grimes

Of course, I had only seen bits and pieces of the movie at that point, so I didn't really get what all the fuss was about.

In fact, I passed up the opportunity to see the film on the big screen--I was too focused on getting in front of my computer and filing my story. How fortunate to have gotten another chance, this time with my family, earlier this month at the Lake Theater in Oak Park.

One last note: in my recent reading, I was pleased to see that Karolyn remains on the It's A Wonderful Life circuit, appearing again this past weekend at Hollywood Blvd. Cinema in Woodridge.

Rahm Emanuel Residency Brouhaha is Latest in Chicago Area's Storied `Silly Season' History

2010-12-17T10:37:00.002-06:00

Rahm Emanuel, (occasional) Chicago resident

The residency flap over Chicago mayoral candidate Rahm Emanuel is just a variation on the "Silly Season" theme in Chicago-area politics.

Six years ago, one of the central characters in the Emanuel controversy, Burt Odelson, was in the midst of a scrum in Cicero that I covered for the Chicago Tribune.

Here is one of the all-too-many stories that I reported in the 2005 Cicero election cycle.

Intriguingly, Larry Dominick was the only person who was not knocked off the ballot in that Silly Season cycle for Cicero. He went on to topple, by a slim margin and to the shock of political observers, Ramiro Gonzalez in the election.

One thing I learned in covering all the technical tussling: the only ones guaranteed to be winners are the attorneys who rack up large hourly billings and, often, the losers are citizens who don't get legitimate challengers to elect since they are bullied off the ballot.

It's a Wonderful PR Opportunity: Oak Park Bank Wins Our Hearts, Then Business, With Screening

2010-12-15T23:47:00.003-06:00

The triumphant scene from
It's A Wonderful Life

Last Saturday, It's A Wonderful Life played at the Lake Theater in downtown Oak Park.

Sponsored by Community Bank of Oak Park River Forest, which is situated directly across the street from the elegant theater, it was a free screening.

It also made for brilliant PR.

Call us sentimental saps, but my wife, Bridgett, and I were deeply moved by the classic film. (We were also shocked to discover that it was the first time either one of us had seen it from start to finish.)

In recent months, we've been mulling the idea of moving our money from JP Morgan Chase (or "Chase" for short) to Community Bank. Our resolve would only increase when, every time we went in with a question, Chase personnel would use the opportunity to try to sell us products we don't need, rather than simply provide fast, attentive customer service.

Located just down the street from Community Bank, Chase is the latest in a series of titanic institutions occupying the northeast corner of Lake and Marion streets in the heart of Oak Park.

For the past 15 years, we had gone along for the ride, whether the sign on the door read First Chicago or Bank One or Chase. We tolerated little "mistakes" such as the time, just in the last year, when Bridgett noticed the bank had more than halved the interest rate on our savings account.

Oops!

Makes you wonder how many other accounts got shorted--and if miscues involving a too-high interest rate ever befall Chase.

Our decision to flee Chase has been made easier by Chase itself. Beyond the prior clumsy efforts to sell, rather than serve, us, an employee two weeks ago linked our debit card to a just-closed account. Three phone calls later, including one on a Sunday to a customer service rep, Bridgett cleaned up that mess.

All of which brings us to this past Saturday afternoon. Moments after we emerged from the Lake Theater, red-eyed from our tears that flowed throughout the movie, Bridgett deposited a check at Community Bank. It was on behalf of an association of which she is treasurer, and we chuckled about wanting to move, that very day, our personal funds there, too.

On Monday, on the heels of It's a Wonderful Life, we began the transition. The movie, including Community Bank's civic-minded role in its screening, has doubtlessly hastened our pace.

To be fair, I am sure that Chase has many wonderful, caring professionals. I wish the bank great success. But, at least in Oak Park, it has a ways to go in seizing opportunities to genuinely nurture relationships and engender trust.

Community Bank, on the other hand, seems to really get it. At a time when monolithic banks, and their greedy, tight-fisted ways, are high atop the list of citizens' Reasons to Get Angry, it's especially powerful to associate your company with a story whose central message teems with community, integrity and love.

Of course, you've got to be able to back it all up with action. The ball--and our money--is now in Community Bank's court.

Cross-Marketing Makes Good Business Sense; But Have You Alerted Prospects To the Details?

2010-12-13T16:34:00.000-06:00

Have you created cross-marketing opportunities for your enterprise?

And if so, have you told your customers, and prospects, about this great way to drive traffic in both directions? If not, or if are limiting your exposure (such as telling only those who walk into your business), then you are severely, and needlessly, diminishing your marketing message.

Below you can see a brief video recounting what one Inside Edge PR client, Allstate of Oak Park, has done with a next-door business, the historic and regionally renowned Petersen's Ice Cream shop on Chicago Avenue.

Go Beyond `Testimonial Providers Anonymous': Put Names & Faces With Your Rave Reviews

2010-12-06T02:16:00.009-06:00

Would you trust this man's testimonial?

Whether you're a widget salesmen or a world-class motivational speaker, testimonials are central to your persuasive story-telling endeavors.

Alas, some otherwise-credible individuals and organizations haven't taken the time to gather such testimonials (or "success stories" or "endorsements"--whatever term fits into your vocabulary).

Only slightly better are those instances when an organization handles the testimonials as an extension of the Federal Witness Protection Program.

If you're plotting a clandestine drug deal or attending a 12-Step Testimonial Providers Anonymous (TPA) meeting, referring to somebody only by their initials or as "Matt B.", if you are feeling a bit bolder, may make some sense.

(By the way, don't bother Googling that "TPA" organizatione. I just made it up--to make this point: in business, these cloak-and-dagger, veiled references come across as sketchy and needlessly secretive.)

Why reduce a raving fan into a camera-shy type?

And settling for TPA-style sources means barely skimming the surface of the potential good these third-party edifications could do for the person or organization you're seeking to promote.

What follows, then, is the Inside Edge PR checklist for collecting a testimonial:

1. Receive a signed media release form in which the individual agrees to have his/her story shared through various modes of communication at no compensation.

This first step should be no problem if people are genuinely fired up about the great service they've received. In my experience working on scores of testimonials across a variety of industries, collecting willing and eager testimonials has never posed a problem.

2. Do everything in your power to obtain or create testimonials in a variety of forms:

-A video of the individual sharing his or her story about the good that you and/or your product or service provided.

-At least one photograph of the testimonial provider.

-Additional photographs that would help tell the story (such as before-and-after images of someone who has lost weight or photos of a house that has received significant upgrades).

-A written narrative that tells the individual's story in a compelling, newsworthy manner.

And don't settle for a meager two-line quote--go for a rich, nuanced story that conveys a powerful story. Out of that story, you can excerpt a quote or two on an as-needed basis.

3. Armed with these key elements, re-purpose the content across many platforms and toward a variety of audiences that are in your target market.

For examples of testimonials, you can check out some videos on the Inside Edge PR video channel.

About three years ago, when Inside Edge PR took testimonials well beyond the Witness Protection Program level, it spurred on positive coverage in The Daily Southtown for Chicago Women's Health, an obstretrics/gynecology practice.

You can see that particular written testimonial on the Chicago Women's Health website, along with a few others.

Storymix Media Gives Nod to Inside Edge PR For Focus on Creating Video Testimonials For Clients

2010-12-01T16:09:00.000-06:00

Inside Edge PR received a nice mention from Ariane Fisher of Storymix Media recently on the Chicago firm's blog.

You can see the ditty, which emphasizes the importance of video testimonials in helping attracting customers, at the My Photo Video blog.

Inside Edge PR is "at the forefront of establishing a video presence for the clients they represent," Fisher wrote. As I emphasize with all my clients, it's one thing to establish a video presence and it's quite another to develop it on a more sophisticated level.

That's where Storymix Media comes into play. The company takes raw footage and elevates the final product through its editing, graphical and other technological know-how.

This post wouldn't seem complete without a video testimonial, so below you can find one that Tricia Miller of Serenity Acupuncture graciously provided about a year ago. You can see more at the Inside Edge PR channel.

Inside Edge on Assignment With ULI Chicago: Emerging Trends in Real Estate for 2011

2010-11-25T00:19:00.000-06:00

A black cat puts the hex on the Cubbies.

Will the Chicago Cubs ever win another World Series? Who was the genius who decided that there should be a “p” in “raspberry”? And just what are the emerging trends in real estate for 2011?

While I can’t answer the first two questions with any level of confidence, I can at least point you in one direction on the last of those queries.

For the third year in a row, I recently had the opportunity to write the summary of the Urban Land Institute’s Chicago District Council panel discussion on the upcoming year’s emerging trends.

There were a few hundred people in the Hyatt Regency Hotel ballroom, so odds are you weren’t able to be on hand. That’s OK, you can still read the Emerging Trends summary here.

Social Media Backlash is Natural: Steps You Can Take Without Having it Take Over Your Life

2010-11-18T07:32:00.003-06:00

Anyone else notice an increased level of backlash against social media in general and Facebook specifically?

Yesterday, it was Garry Meier of WGN Radio, who wasn't so much as trashing it as he was questioning how and why it fits into our media-saturated lives.

This is all a natural (and recurring) response to anything that takes an increasingly prominent place (some might say "invades") in our lives. And it's especially prone to happen when we didn't really see it coming--it just sort of happened incrementally.

We've all heard (or are) the stories of people who scoffed at Facebook, checked it out once to see what the fuss was all about...and got hooked within minutes.

Whether you are born again in social media or a social media sourpuss, the below slideshow, which I first created in March 2009, may be a helpful reminder of the simple step-by-step process that you can take in this realm--without having it take over your life.

(Note: this presentation was geared toward an Oak Park, Ill. audience, so the "Pope" you see with the red ticket is David Pope, our village president. A little inside joke there.)

One last thing: it's still lawful to become a fan of Inside Edge PR.

`While You're Up' PR Like Ice Cream Clean-Up: How Can You Carve Up the Moment Some More?

2010-11-11T11:00:00.001-06:00

Like old times: my dad carves up a half gallon of ice cream.

What do empty ice cream bowls and public relations have in common? In my experience, anyway, both revolve around what you might call a "While You're Up" philosophy.

First, a bit of family history will help set the scene. A fond, enduring memory of my dad was his penchant for corralling me or one of my siblings into bringing his empty bowl of ice cream (often coffee-flavored) from the living room into the kitchen.

This would come after he carved a half-gallon of ice cream with a big knife, into evenly distributed slices--a scene that we re-enacted, to my delight, in 2001 (see photo).

Starting in the 1980s, as one of us kids would rise to bring our own bowl to the dishwasher or sink, Dad would say, "While you're up, bring my bowl, too."

It was an eminently efficient directive. Other than the occasional backtracking of a few steps to retrieve his bowl, he really wasn't putting us to any extra work.

The same efficiency ought to come into play as you approach PR. What can you do to parlay what you've already done and create additional exposure?

An example from the past week: I wrote a biography on Better Homes and Gardens Real Estate Gloor Realty agent Monica Davidson Klinke. In short order, it was up on the BHG/Gloor Realty website.

So, "while it was up," to paraphrase Dad, it was then a simple matter of making some tweaks and turning it into a profile feature that is now posted on the Oak Park page of Triblocal.com.

Over time, Monica's bio at the BHG/Gloor Realty website will get plenty of visits. But in the short term, the Triblocal placement will do much more to heighten awareness of her, and the firm's, work.

I'd even be willing to bet a pint of ice cream on it.

Getting the Word Out About George Hood's Latest Guinness World Record Achievement

2010-11-05T10:32:00.002-05:00

A few weeks ago, I noted the Guinness World Record attempt by George Hood in spin cycling, in support of the Gunnar Hotchkin Memorial Fund.

In the spirit of follow-up--and George Hood is nothing if not the consummate example of persistent follow-up, here's a news release that Inside Edge PR produced in the aftermath of Hood's successful ride: "Two Much: George Hood Wraps Up Spin Cycling Marathon at 222 Hours, 22 Minutes, 22 Seconds.

Along with other volunteers' efforts, Inside Edge PR helped secure coverage for George's feat on WGN Radio (host Greg Jarrett), WBBM Radio (Mike Krauser), NBC 5, and a variety of local newspaper outlets.

Congratulations to George, whose record-setting rides (as well as a few that fell short) I've publicized for nearly four years. And kudos to the volunteer crew that played an integral role in his extraordinary effort.

Below is a video clip, shot by Devyn Bokos of Urban Tri Gear in Burr Ridge, that shows George cruising past the prior record of 200 hours:

Finding the Media's Need and Filling It: Tips on Shining a PR Light Amid the Storms

2010-10-27T22:58:00.003-05:00

A J.C. Restoration Large Loss Catastrophe Bus

"Give the media what they need, and you will get what you want."

I've uttered that so many times to my clients that it's become a mantra.

What the media need: legitimate news.

What clients want: to get their name "out there" in the various media outlets.

So as storms have swept through the Midwest, including northern Illinois, do you work for, or represent, a company that has some logical tie-in to the meteorological repercussions that have flowed?

It's time to consider what your company does that might help the media tell the stories that will follow in the severe weather's wake.

For Inside Edge PR, anyway, it was time to share a message about the expertise of J.C. Restoration, a Rolling Meadows-based disaster restoration firm.

A vital piece of such a communication is to be clear on precisely how you can help the media tell stories that are relevant and helpful to their audiences.

This J.C. Restoration buggie reveals the core of the firm's expertise.

It isn't enough to simply say that ABC Firm is "available to comment."

With J.C. Restoration, then, I told producers, editors and reporters, "Among other facets related to the storms, J.C. Restoration has experts who can provide:

-guidance on how and when homeowners and businesses should file an insurance claim

-advice to business owners and homeowners on steps they can take to minimize further damage to their properties

-insight into the industry as a whole: What does a restoration contractor do? What certifications are involved? Where can consumers go to learn more and ensure they are dealing with a reputable business?

-work-related photos that augment your media coverage

-historical perspective on the storm, compared to previous storms’ impact

-on-site interviews (either at our job sites or at our state-of-the-art 100,000-square-foot building just off I-90 in Rolling Meadows)

-demonstrations on restoration equipment and procedures"
In short, you want to give at least a partial blueprint of how the media should think about coverage. Certainly, you will be restating some angles that have already been developed. But in some instances, it's a safe bet that you will be shining a light on an approach they would not have otherwise pursued.

In the end, it would all be in a (very stormy) day's work of giving the media what they need.

Providing PR Support for Guinness World Record Bid, Hotchkin Family Fundraiser

2010-10-21T16:20:00.000-05:00

Much afoot with Inside Edge PR, including a great cause that was oh-so-easy to get behind: raising awareness about an outreach to help the family of Gunnar Hotchkin, a Hinsdale native who was killed in Afghanistan earlier this year.

Starting on Saturday, Oct. 23, the indefatigable George Hood is aiming for another Guinness World Record and using the platform to raise money for the Hotchkins, as noted in this TribLocal piece.

If George's name looks familiar, it may be because I have blogged about him before, in addition to providing PR support, either officially or informally, for all five of his GWR bids on the spin bike.

How To Capitalize on Facebook Opening the Door on Personalizing Fan Page Suggestions

2010-10-11T11:16:00.000-05:00

Until recently, Facebook had a glaring oversight when it came to Fan Pages: if you wanted to suggest a Fan Page to someone, you were unable to include a personalized note.

But about two weeks ago, there came a welcome change. Now you can jot a note with that suggestion. So the question you may have is should I include a note?

Absolutely--and it ought to go beyond the obvious "Hey, I think you'd like to be a Fan of XYZ Cause or ABC Organization or LMN Business."

Communicate in terms of what's in it for the individual to whom you are making the suggestion. Tell him or her why they should become a Fan.

Here are excerpts from a notes that I sent to friends last week:

"...I am helping with the Facebook Fan Page for BHG/Gloor and giving away $10 gift cards weekly when folks submit song names with real estate related titles (such as "Our House" or "Homeward Bound" etc.). Come play!"

"...I am helping promote Five Seasons Burr Ridge's Facebook Fan Page. Our Fans win prizes, get helpful fitness tips and keep posted on other related news. Come join us!"

"...I am helping with the Facebook Fan Page for McAdam Landscaping. To our Fans, we award gift cards, provide helpful gardening/landscaping tips and generally add value to their FB experience. Want to come join us?"

If you are tempted to get long-winded, you'll soon find Facebook limits the number of words you can write. So you'll have to keep your message succinct, which is as it should be, anyhow.

ULI Assignment: J.C. Nichols Prize Luncheon Honoring Chicago Mayor Richard Daley

2010-10-02T22:53:00.001-05:00

A few days ago, Chicago Mayor Richard M. Daley was named the 2010 laureate for the Urban Land Institute J.C. Nichols Prize for Visionaries in Urban Development.

Through my ongoing writing engagements for the ULI's Chicago District, I had the privilege of being at the Art Institute of Chicago to chronicle the event.

In addition to gathering brief remarks on video from about a dozen prominent business and civic leaders, I wrote this summary that appears on ULI Chicago's website.

A Delightful Dilemma: Scrambling To Keep Pace With Fast-Growing J.C. Restoration

2010-09-30T23:01:00.001-05:00

It's a blast working with a company that is clearly on the grow, as is the case with one of Inside Edge PR's newer clients, J.C. Restoration. Among other developments, the company recently hosted Continuing Education courses at its 102,000-square-foot facility in Rolling Meadows.

And company president Warner Cruz is developing this uncanny habit of winning awards left and right. In May, he was named Small Business Person of the Year in Illinois, leading to coverage in publications such as Hoy (click on the image below).

The latest is the Entrepreneur of the Year Award from the Chicago Latino Network.

The flurry of positivity creates a wonderful dilemma, as one of my biggest challenges is prioritizing the company's growing list of accomplishments and outreaches. For instance, when shooting and posting video, do we want to put it first on J.C. Restoration's Facebook Fan Page or do we upload it to the J.C. Restoration YouTube channel?

The answer, of course, is to post the good news in as many spots as possible.

Like Hansel & Gretel, publicists need to keep alert to any way we can drop our marketing bread crumbs for folks to find along their day-to-day paths.

And you may not need to know much about the company know, but if your building is damaged by floor, fire or some other calamity, you're going to want to know more how to reach J.C. Restoration,

Finding Creative Win-Wins To Generate Traffic, Inspire Community on Your Facebook Fan Page

2010-09-22T05:01:00.001-05:00

Developing and growing Facebook Fan pages is a contact sport.

If you run a business or organization, have you driven a stake in the Facebook ground yet? And if so, what are you doing to give your fan base a reason to keep coming back--and to suggest your page to those in their spheres of influence?

Develop creative ways to spur on interaction with your peeps--and to explore ways to create win-wins with fellow (non-competing) businesses.

Here's one effort that Inside Edge PR has under way, the Halloween Decoration Declaration contest at Better Homes & Gardens Real Estate Gloor Realty's Facebook Fan page
The contest will reward three people, including one with a $100 gift certificate at Maya Del Sol, a popular Oak Park restaurant. In addition, the goal is to grow BHG/Gloor Realty's presence on Facebook and throughout the community.

Psst...you can visit (and become a Fan of) the Inside Edge PR Fan page here.

Humor + Humanity in Communication Paves The Way to a Great First Impression

2010-09-16T16:34:00.012-05:00

I really am trying to write shorter blog posts--I preach it all the time and you are more likely to read this entire ditty if I stopped right after this sentence.

But I promise this one is worth the extra effort you'll require to dig in here. In fact, extra effort--just a modest amount, mind you--is at the heart of this missive.

Think about your day-to-day journey. You know, the one that can often be filled with so much drudgery and sameness? Honestly, don't you crave a little humanity--and more than a little humor--to come across your path as often as possible?

What if you were to offer those precious commodities, especially at unexpected moments and in unexpected places, to those whose path you cross?

Folks would rave about you. You'd generate the right kind of buzz. And, according to a recent survey, you would be 87 percent more likely to become a millionaire.

OK, so I made up that last one. Just trying to practice what I'm preaching and inject some humor into your life.

These ruminations flow after a decidedly pleasant encounter I had today with the Terms of Service for a new outfit called Patch.com. Yes, you read that right: terms of service--that dry legalese that hardly anyone ever even looks at, let alone reads (at least, that's how I operate).

For months, I've been hearing rumblings of Patch and noticing veteran journalists, including at least one former editor of mine, have jumped aboard with the company.

But it was only today that I dug a little deeper. (Here's the link for the Oak Park, Illinois patch, if this is all news to you.)

Because I plan to post stories and other content on behalf of various Inside Edge PR clients in the future, I decided that I really ought to click on the link for Patch's terms of service.

I was treated to a living, breathing narrative that communicated all the required points (read: legalese), but it did so in a way that was a downright delight.

Some excerpts:

"We ask that you read these Terms of Use carefully before registering or using the Service. If you do not accept these Terms of Use, we promise not to get mad. But in that case, you may not use the Service."

"You are responsible for the security of your password and will be solely liable for any use or unauthorized use under such password. Therefore, if you share a computer with others, don’t allow your Internet browser to automatically save your password. Also, don’t write your password on a Post-It note and leave it on your desk for all to see."

Later, after spelling out some of the no-nos that will get your butt kicked off of Patch, there was this simple summation:

Instead of trying to memorize all that, you might boil it down to three main policies: “Keep it clean,” “Don’t try to trick people,” and “Treat others as you’d like to be treated.” Easy, right?"

By the end of it all (and by now you shouldn't be shocked to learn that I read to the end), my regard for the company had skyrocketed. Bear in mind, I know little more than what I've already described, and this halo effect has already taken root.

How would you like your customers, clients, audience base, fans, whomever, to begin with that kind of overwhelmingly positive impression?

That's the power of effective--human, humorous, real--communication.

So what are you doing--in your e-mails, in your voicemails, in any interaction that you're having with others--to do that little something to bring a smile to someone's face?

Do people dread or look forward to hearing, or reading, from you again? The answer lies at least partly in whether you take the extra effort that, in Patch.com's case, inspired me to give them this rousing shout-out.

Teeming With BHG/Gloor Realty Promos, Activity

2010-09-15T15:11:00.006-05:00

For the second straight year, Inside Edge PR client Better Homes & Gardens Real Estate Gloor Realty is holding a clothing drive.

(The photo here is from last year's initiative, which led to more than 2,000 items being donated.)

This year, the effort launches on Oct. 17 and has been expanded to include toys. If you're looking to do some fall cleaning--and clearing-out--of articles that remain in good condition, we would appreciate your consideration.

Also, I've recently upped activity on the BHG/Gloor Realty Facebook fan page, including a weekly feature dubbed "Tuneful Tuesdays."

The lifeblood of any Facebook Fan page is interaction and engagement with those fans, and so we've offered a modest incentive (a $10 gift certificate to Erik's Deli, a longtime Oak Park restaurant) to spur on suggestions for future songs with real estate-related names in their titles.

The River Forest Citizen Corps Wants YOU

2010-09-08T10:18:00.005-05:00

Last week, I had the honor of writing and distributing a news release on behalf of my friend, Jim Flanagan.

It bears the headline, "River Forest Citizen Corps Seeks to Educate, Enlist Volunteers for Emergency Preparedness" and can be found here at TribLocal.com.

Over the past year or so, Jim has led a group of volunteers who have poured their time and energy into bracing for times of crisis. Special heads-up for those of you who reside in River Forest, there are two meetings later this month (Sept. 23 and Sept. 25) that will provide more details.

On a separate note, to learn a bit about how Jim serves those approaching or in retirement, through Bentron Financial Group, there is also a recent post about a free seminar that Jim is presenting on Oct. 2 in Lisle.

PR Icing on the Cake For Tom & Eddie's Debut

2010-08-29T21:59:00.001-05:00

A great, busy week wrapping up for Inside Edge PR, with much of it revolving around Tom & Eddie's hugely successful Grand Opening on Friday at the Shops on Butterfield at Yorktown Center in Lombard.

For a PR sampling, simply type "Good Taste Guard" into Google and see what pops up first.

As of this moment, it's this news release on an unorthodox step that Tom & Eddie's took to secure an extraordinary "cheeseburger cake" created by La Petite Sweet of Westmont in conjunction with the Grand Opening.

You can also see learn more about the making of the cake in this Q & A that I conducted with La Petite Sweet's Diane Eenigenburg during Tom & Eddie's VIP Party. (That's me, in the photo below, standing on Friday in front of Tom & Eddie's.)

Clearly, not your run-of-the-mill restaurant debut.
Of course, it's all for naught if the food isn't any good.

Fortunately, what is plainly evident is that the food is fantastic, from a positive review by the Chicago Tribune's Phil Vettel to rave remarks on Tom & Eddie's Facebook Fan Page.

Growing A Facebook Family With Tom & Eddie's

2010-08-24T21:53:00.010-05:00

One of Inside Edge PR's favorite clients, Tom & Eddie's, is ramping up quickly toward its Grand Opening at the Yorktown Mall in Lombard, Ill. on Friday.

The past few weeks, in a complementary role to the outstanding lead work provided by Ginny Richardson Public Relations, one of my primary responsibilities has been posting content and providing updates to the restaurant's Facebook Fan Page.

An especially fun subplot the past few days has been spurring on comments via contests offering tickets to the Sneak Peek & Eats "soft opening" that began Monday and ends on Wednesday.

For example, in tonight's contest, we ask Fans to share another Tom & Eddie combination (other than Tom Dentice & Ed Rensi, the restaurant's co-founders, pictured below with business columnist and media personality Terry Savage).

Over the last three hours, from "Tom Brokaw and Eddie Van Halen" to "Tommy Tutone and Eddie Albert," there have been more than 15 responses. Meanwhile, the Facebook Fan base grows daily by more than a dozen individuals.

By the way, Sneak Peek & Eats is much more than fostering good will by providing free meals.

Akin to Major League pitchers and catchers being the first to report for Spring Training, it's a time for the entire restaurant team to begin working out some kinks and get ready for the public opening.

In much the same way, generating a lively, ongoing conversation on Facebook is not some frivolous exercise. Rather, it's an effective way to build community even as you are responsive to the views of those who choose to join that community.

When individuals feel that their voices are being heard, respected--and rewarded, on occasion--then they are much more likely to suggest their friends join in as well, and to talk favorably about a given brand or business in their day-to-day travels and interactions.

One last note: did you know you could win a weekly free burger meal for life when you come to Tom & Eddie's during its Grand Opening on Friday? And this prize isn't too shabby, either: a free weekly burger meal for a year--80 individuals will get that reward.

Check out this GR-PR news release for those and many other details.

Home Insulation Tips Expand Comfort Zone

2010-08-16T22:26:00.006-05:00

One of the cool things about working with a variety of clients is that it stretches me well beyond my comfort zone. Really, a more apt word than "comfort" might be "familiarity": it's not so much that I'm initially uncomfortable with a given industry, or topic within that industry, as I am largely clueless about it.

In the process of being thrust beyond my comfort, or familiarity, zone, I gradually expand what is comfortable, or familiar, to me.

A recent case in point: talking with Scott Grafft (pictured) of EnergyMen to gather enough raw material to write a news release about home insulation, on behalf of EnergyMen, the company that Scott and Gary Quateman operate.

The Chicago-based firm personifies its work as "Home Comfort Heroes" as EnergyMen helps homeowners transform their abodes into energy-efficient shape.

I am not handy around the house--I have trouble locating the toolbox, let alone figuring out why my wife is asking me to grab a wrench that some guy named Allen apparently left behind years ago.

But in time, through working with EnergyMen, I am confident that I'll at least be able to start talking a good house game. You can see the news release, "Home Insulation: 3 Keys to Energy Efficiency," at TribLocal.com.

Oh, and one last thing: Allen, if you're out there somewhere, drop me a line and we'll figure out a way to get this wrench back into your hands.

When's The Best Time To Send a News Release?

2010-08-13T11:07:00.000-05:00

If it's Friday, then that must mean it's time to squeeze in that media outreach campaign before reporters, editors, producers and other news-disseminating decision-makers take their weekend break.

Not.

Generally speaking--and unless it's such an urgent matter that your piece of news positively, absolutely must get out pronto--you are better off holding off until the following Monday or Tuesday.

Why is that? For the answer, just click on my Tip of the Inside Edge video clip below.

For more from my video archive, click on the Inside Edge PR channel.

Partnering With J.C. Restoration & EnergyMen

2010-08-11T16:40:00.006-05:00

It's been exceedingly hectic at Inside Edge PR the last month, so today's ditty will consist of a brief mention of two firms that have recently retained Inside Edge PR.

(Come to think of it, their addition has been a significant reason for the rapid pace of work.)

One is Rolling Meadows-based J.C. Restoration and the other is EnergyMen, with Chicago headquarters and clientele throughout the region.

More details of each firm in the time to come.

Meantime, check out this Warner Cruz profile, about J.C. Restoration's president being named Small Business Person of the Year for Illinois, and 2nd Runner-Up nationally.

Not Shy About Sharing My Parenting Column

2010-08-05T22:56:00.005-05:00

Over the first three years of my twin children's lives, I blogged extensively for the Chicago Parent website.

One of those pieces related the rationale for my antipathy toward the potentially harmful (and often inaccurate) characterization of children as "shy." It was published recently as the "Family Guy" column in Broward Family Life, a parenting publication in Florida.

Editors aptly fashioned this headline: "Sticks and Stones: Words That Wound Are Not Always the Obvious Ones."

Broward Family Life also published a Father's Day tribute that I wrote about my dad in May 2008.

I realize the image of the page on which my recent column appears (above) is as decipherable as hyeroglyphics. If you want to read the piece, you can click here and scroll to page 39.

Entrepreneur Features My Blagojevich PR Stunt

2010-08-04T00:14:00.007-05:00

Nearly a week after closing arguments in former Illinois Gov. Rod Blagojevich's corruption trial, the jury is still out on whether he is bound for the slammer, a reality TV show, or somewhere in between.

But Entrepreneur.com, at least, has weighed in with a verdict on a Blago-inspired PR stunt that Inside Edge PR concocted for a hair salon client, Charo's Hair Design and Day Spa of Elmwood Park, Ill.

The stunt, chronicled previously in this blog, came on the heels of Blago's arrest some 20 months ago.

In a piece that appeared online Tuesday, freelance writer Geoff Williams deemed the stunt to be a flop, though he did note some up-side as well. He also covered nine other PR stunts and teased out lessons from each, making it relevant material for anyone in the public relations and marketing fields.

I really don't mind the "flop" characterization.

As Williams rightly notes, "Blagojevich didn't take the salon up on the offer; he likely didn't see much of an upside to accepting. A smattering of local outlets reported on the gimmick, but the stunt went nowhere."

On the positive side, Williams wrote, "It's good practice to invent marketing stunts that won't cost you much if they don't go anywhere. Baron doesn't think Charo got a lot of business from the stunt, but she didn't lose any time or money, either. Try to avoid a marketing stunt that, if it fails, could cost you a lot of time and money that you can't afford to lose."

And here in August 2010, the hairy hijinks did get some more national publicity, with links to both the Inside Edge PR website and that of Charo's Hair Design.

How fortuitous, too, that it comes at a time when Blago is very much on the collective public's mind. Who knows? Maybe he will still take up Charo on her offer, which is good through January 2011.

If so, you can be sure that I'll appeal to Entrepreneur.com to alter its "flop" verdict.

Honoring Pat Liss, Five Seasons' PR Tipster

2010-07-30T08:33:00.008-05:00

Frequently, I write about new arrivals in an organization. But another satisfying part of my work is to honor excellent individuals upon their exit.

Such was the case earlier this week with Pat Liss, concierge extraordinaire at Five Seasons Family Sports Club in Burr Ridge for the first 9 1/2 years of the club's existence. Her last day was July 23.

For more than a few reasons, I will miss Pat and her welcoming, warm personality as I entered, roamed around and exited the club during my visits to the site. From a purely PR standpoint, here's one of the reasons: she tipped me off to numerous outstanding story ideas in the 3 1/2 years that I have provided public relations support for the Five Seasons clubs in Burr Ridge and Northbrook.

Pat was the one who sparked my media outreach about Five Seasons member Rick Rodrigues when, as a 55-year-old grandfather, he deployed to Iraq in 2007.

Spurred on by my news release, a media blitz ensued: the Chicago Sun-Times' Andrew Herrmann wrote a front-page story on Rick, TV stations profiled him, and national outlets also pursued his story.

All of that buzz--and the positive glow that cascaded on Five Seasons, whose training staff was preparing Rich physically for the rigors ahead--can be traced back to Pat.

Her insatiable curiosity about what is happening in others' lives and her others-focused desire to put the spotlight on them also happen to be powerfully effective PR traits.

So I was pleased to be able to turn the lens squarely on Pat last week, at her retirement celebration. You can see a TribLocal photo gallery of the event, which also links to the full release that I wrote.

In addition, Pioneer Press has picked up on the story.

Merging Content Opens Story-Telling Avenues

2010-07-23T22:22:00.009-05:00

When Dr. Richard Powell sees a new patient in pain, he can empathize perfectly: that was how he first encountered the world of chiropractic.

So starts a recent Inside Edge PR news release on behalf of Dr. Richard Powell of HealthSource of Elmhurst.

The rest of the release, headlined "His Pain Leads To Others’ Gain: Elmhurst Chiropractor Marks 25 Years of Helping Patients," blends a biography that I developed about Dr. Powell as well as excerpts from testimonials that I wrote about two of his patients.

The outreach reflects the power of re-purposing individual story-telling elements--regardless of industry--into a new piece targeted to a different audience.

Here, Dr. Powell's bio and the two patients' stories are geared mostly toward an internal audience, such as existing and new patients. When combined and edited, however, they can speak to an external audience, such as local media outlets.

You can read the entire news release at TribLocal.com.

Tom & Eddie's in Crain's Chicago Business

2010-07-13T09:22:00.005-05:00

On the front page of Crain's Chicago Business this week is this feature story on an exciting new upscale burger restaurant called Tom & Eddie's.

Since April, Inside Edge PR has had the good fortune of working on behalf of Tom & Eddie's, which opens at The Shops on Butterfield at the Yorktown Mall in August.

Here's a link to a prior blog post about Tom & Eddie's as well as the initial news release announcing the restaurant, as posted at TribLocal.com.

Crain's also produced this video telling Tom & Eddie's story.

How `Why' Injects Life Into News Releases

2010-07-09T02:58:00.000-05:00

We've all heard the expression of "raining cats and dogs."

In the arena of news releases, however, there is an all-too-common experience that I'll dub "yawning cats and dogs." That's an expression for the lifeless, bland collections of words that do a disservice to the word "news."

This came to mind a few weeks ago, when a college friend asked for advice on creating a news release for an upcoming art exhibit featuring his work. At my request, he sent me a release that he used a few years ago.

Reviewing it in a few minutes was enough for me to see that it was like so many other so-called news releases--written without any creativity, imagination or sense of story-telling.

If you are looking to develop as a publicist, or in any way as someone seeking to attract attention from the media and your target audience, I hope you find the response to my friend (below) helpful.

"What you sent is a very common style of release. What, who, when, where. What it lacks is “why”. And that’s the heart of great story-telling.

Why do you paint? Why did you paint the pieces that are on exhibit in July? Why should people care? Why is it different from others in your genre?

Here are some questions I’d ask you, to elicit a story that the media would gravitate to more often:

What your earliest memories of painting? As a 1st grader? When was it, and what parallels between then and now? What’s different?

What other hats have you worn in life—professionally and personally, and how do those roles play a part in your art?

Who are your biggest influences—in life, in your art?

What are the adjectives that you would ascribe to your work? What have others said? Where are you headed with your art? What do you want to spark in those who view your art?

Tell me about a recent piece that you finished and that will be part of your show in July--what was the journey you took with it? What inspired you to do it? How did it change as you created it? How did YOU change as a result of having created it?

The key is to have a story that weaves in the facts of your show, but it does not make the show “the thing.”

You, and your journey and your impact on those around you via your art—that is the real thing. The show is simply a vehicle to tell the broader story."

Looking for more guidance and inspiration?

At Inside Edge PR.com, you can find plenty of samples of news releses that I've written.

Public Service, Pics Drive Five Seasons' Outreach

2010-07-05T10:52:00.005-05:00

Remarkable athletes, accomplished coaches, fund-raising programs and family-friendly activities.

Since 2007, those broadly stated categories have formed the bulk of stories that I've shared as publicist for the two Five Seasons Family Sports Clubs in the Chicago area (Burr Ridge and Northbrook).

But last week represented a new opportunity to raise awareness about the Burr Ridge site at 6901 S. Madison, as Five Seasons hosted water rescue training for the Tri-State Fire Protection District. At TribLocal.com, you can see the news release, which went to a variety of other local media outlets as well.

In light of photographs' supremely vital role in drawing attention, I also created a photo gallery.

Something to keep in mind when posting photos: it's not enough to simply slap up a bunch of images. The more descriptive captions you can offer--such as the names of individuals in the photos--the more likely the media will use the photos in other formats, such as the old-fashioned print version.

No Topic Too Far Afield For This Sports Nut

2010-07-01T21:39:00.004-05:00

My first piece of journalism, 26 years ago last week, was about Chris Lapriore, a high school tennis star in my hometown of Marshfield, Mass.

For most of my first half-dozen years as a reporter, the bulk of my work was sportswriting. Football, basketball, baseball, hockey, lacrosse, wrestling, track and field, golf...if it involved some element of physical competition, there was a good chance I covered it.

But over the last 20 years, my opportunities to write about sports have come in fits and starts. Along the way, I created an inflation index for home runs, wrote a stats column for Sports Illustrated for Kids, and reported on sports icons like Tiger Woods and LeBron James.

Still, the sports-related work has been largely bumped off my plate. So if there's an occasion to weave in an athletic reference, I jump all over it. Such was the case three weeks ago, when I tied in the Chicago Blackhawks' Stanley Cup triumph with my summary of a NAIOP-Chicago meeting ("The Rumors Are True, Capital is Back").

I didn't waste any time, either, referring to the hockey franchise's great win in the very first paragraph.

I look forward to my next gratuitous sports tie-in, especially if it has to do with a certain Bay State team winning its third World Series in the past six years.

On the PR Trail With `Road to Remember'

2010-06-28T13:13:00.005-05:00

Five years ago, toward the end of my time as a freelance reporter for the Chicago Tribune, I wrote a feature on Marc DeLise, then a police sergeant with the Oak Brook Police who was raising awareness and money for Kids In Need and the Illinois Torch Run for Special Olympics.

Since then, Marc's retired from the force, but he's hardly the retiring type. He's now in the midst of walking 900 miles from Chicago to New York in a fundraiser dubbed Road to Remember. (That's him, above, during his law-enforcement career and below in Chicago, on the first day of his walk last week.)

The mission is to raise funds for children of police officers, firefighters and military personnel who perished in the aftermath of the Sept. 11, 2001 terrorist attacks.

As it turns out, Marc is a longstanding member of Five Seasons Family Sports Club in Burr Ridge, where I have been the publicist since 2007 and where Marc prepared in anticipation of his cross-country walk.

So it was a pleasure--and a bit of deja vu--this past week to develop a news release in support of the Road to Remember cause, including a tie-in to Five Seasons.

You can see the release here at TribLocal and check out a photo gallery as well.

Want to track Marc's progress? Visit Facebook and type "Road To Remember" into the search box.

DivorceIllinois: Fiscal Guidance in Tough Times

2010-06-24T23:11:00.008-05:00

Divorce is a prevalent fact of life. So, too, is financial fall-out from marital break-ups.

DivorceIllinois, a new client of Inside Edge PR, is working to minimize the latter even if it can't do anything about the former.

A professional association comprised of divorce financial specialists, DivorceIllinois was formed exactly 10 years ago, in June 2000.

The organization came about in response to individuals seeing clients who had been poorly served during the divorce process and had been thrust irrevocably into difficult straits.

Today, I began media outreach in the Chicago area with a news release on some findings from a recent survey of the Institute for Divorce Financial Analysts (IDFA).

You can read the piece, which includes insights from DivorceIllinois President Peggy Tracy (pictured, at left), at TribLocal.com: Survey: Recession Keeps More Struggling Marriages Together.

“Divorce has far-reaching implications—often more so than any other life event or decision,” Tracy says. “It’s crucial that people invest the time and resources to ensure their rights are protected and their financial future is looked after by a knowledgeable and ethical advocate.”

My Latest Guest Spot on `Smart Behaviors'

2010-06-18T10:06:00.005-05:00

Last week, I was a pleased to be a guest on Joe Takash's Smart Behaviors Radio Show. You can listen to the broadcast online here.

I came on after the featured guest, Cheryl Cran, a little over 30 minutes into the program. Joe asked me to discuss the principles of PAVE, which I created about eight years ago and have provided the framework for some of my seminar work:

P Practice active silence--be a sincere audience
A Ask engaging questions--find out what makes people tick
V Value all people--everyone has a story to share
E Expand your comfort zone--you'll be amazed by what you learn

In April, I was also on Joe's outstanding program, which airs on the VoiceAmerica Business Channel. I wrote about my experience at that time.

Put Time on Your Side, Give Media Notice

2010-06-16T15:09:00.007-05:00

If you are opening the doors to your new business on a Thursday, it's a good idea to spread word of it to the media by Wednesday.

Of course, by Wednesday, I mean the one that falls on the calendar at least four weeks before your Grand Opening. Such advance notice gives the media enough reaction time to pencil your enterprise into its coverage plans.

And depending on the specifics and scope of your business, allowing for even more breathing room (such as two months or more) could provide opportunity for multiple pieces of coverage that build your target market's anticipation of your product or service to a crescendo.

A recent case in point: outreach that I began last week on behalf of Tom & Eddie's, a new better-burger restaurant opening in August at The Shops on Butterfield at Yorktown Mall in Lombard.

Share the Spotlight, Spread Your Success

2010-06-14T08:37:00.004-05:00

Last Thursday, I had the good fortune of attending Joe Takash's talk, "The Values that Drive Opportunity," at Via Bella in Countryside.

The event was part of raising more than $3,500 for a program of the Greater LaGrange YMCA. You can read more about the presentation here at Triblocal.com. (That's Joe in the photo, standing on the left, with LaGrange Business Association President Ryan Williamson.)

One of the outstanding elements of Joe's approach was how he repeatedly illustrated the success principles he talked about by turning the spotlight on members of the audience.

Like a quarterback who gives generous praise to the linemen who protect him, Joe provided a great reminder that life--and success we achieve in it--is very much a team sport.

When's the last time you cheered on someone else who has helped you get to wherever you are? Make it a habit, and chances are you'll go farther, faster--and have still more reason to express your gratitude.

Katy's Passion Apparent in `Heroic Kitchens'

2010-06-09T16:27:00.011-05:00

What are you passionate about?

Kathleen Frantz of Oak Park is dedicated to serving those in need. And she's building an entire business model around it.

You can also check out this TribLocal photo gallery of "Heroic Kitchens."

Earlier today, Inside Edge PR posted this news release at TribLocal about "Heroic Kitchens with Katy Frantz" in which she is auditioning for a talk show on the Oprah Winfrey Network

Her proactive style is a reflection of the increasing avenues for entrepreneurially minded individuals to take PR into their own hands.

I call it the "Guttenberg Effect," in which anyone with a little training and a good dose of ambition can develop their own media outlets.

To view and consider voting for “Heroic Kitchens”—remember, you can vote early and vote often every day—click here.

Oak Park Firm Puts Blackhawk Spirit on Display

2010-06-04T14:04:00.007-05:00

When it comes to rooting for the Chicago Blackhawks, some area fans wear their passions on their heads (hats) and others literally wear it on their sleeves (jerseys).

But for an Oak Park real estate firm, the zeal to urge on the Stanley Cup finalist recently showed up on their windows.

On Thursday, Better Homes & Gardens Real Estate Gloor Realty, 114 N. Oak Park Ave., began displaying on its office front space a variety of images of Chicago hockey players in action. The display also has repeated exhortations of “Go Hawks!”

Check out the full photo gallery at TribLocal.com.

Eric Brightfield, an Oak Park resident and owner of ImageFiction, performed the work for BHG/Gloor Realty, which has been an Inside Edge PR client since 2008.

“We’ll keep it up throughout the week, after the Blackhawks win the championship,” said Rich Gloor, BHG/Gloor Realty president.

Gloor’s confidence is shared by numerous citizens of Blackhawk Nation, as the club heads into Game 4 on Friday night holding a 2-1 series edge over the Philadelphia Flyers.

The last time the club won the Stanley Cup was 1961, or 15 years after BHG/Gloor Realty was founded.

Advertising Benefits From Timely Tie-Ins

2010-05-28T01:00:00.005-05:00

Timeliness isn't only for stories--it's a key element in advertising, too.

With that in mind, I have been inserting information about upcoming events in print advertising for a client, McAdam Landscaping.

In the pages of Wednesday Journal, Inc. and Pioneer Press publications, early this month it was a Mother's Day special, last week it was a musical performance held at its Nursery & Garden Center and this week it's an incentive to become a Facebook Fan of the Forest Park firm (how's that for some ambitious alliteration).

Want to win a $25 gift certificate from the Nursery & Garden Center? You have until June 1st to get onto Facebook and then type "McAdam Landscaping" into the search box and become a fan.

Or you can simply go directly to the McAdam Landscaping page here.

More importantly, if you advertise in any forum, capitalize on every opportunity to make the content relevant and timely. It's a great way to engage your audience and move them to action, rather than to settle for making a simple one-way statement that is more prone to go absolutely nowhere.

Real Estate Investment Acquisitions: The Written Summary for Urban Land Institute

2010-05-25T16:22:00.004-05:00

In the wake of a gridlocked transaction market these last couple of years, “thawing out” only begins to describe what’s most recently been happening in the real estate investment acquisition market.

That's the start of my summary of the April 29, 2010, meeting of the Urban Land Institute's Chicago District Council, whose members gathered at the Union League Club in Chicago.

To check out the rest of the write-up, click here.

N.Y. Times Gears Up to Monetize News Content

2010-05-17T14:23:00.002-05:00

A little over a year ago, I shared some insights from former USA Today editor Ken Paulson about the future of journalism.

His remarks came at a New York Press Association conference where I was training reporters and editors.

Currently the President and Chief Operating Officer of the Newseum in Washington, D.C., Paulson emphasized that the sky was not falling on newspapers.

Perhaps not, but clouds are continually hovering. One key ingredient in the industry's future financial viability: finding a way to monetize news content on the Internet.

With that in mind, circle January 2011 on your calendar. That is when the New York Times will shift to an online-payment structure for visitors to their site, as Fast Company recently reported.

Highly Recommended: Joe Takash on June 10th

2010-05-14T09:23:00.012-05:00

How do you turn a $25 investment into untold thousands of dollars of ongoing business?

You'll have a chance to do that on Thursday, June 10, by taking in what Joe Takash has to share on behalf of the LaGrange Business Association. (Click on the image to the left)

My declaration isn't theory, but is based on my own experience with Joe since first meeting him in 2001.

An author, speaker and business coach, Joe's wise counsel has helped me earn many thousands of dollars more in speaking, training and business-consulting fees than I would otherwise have received.

A few cases in point:

One time in 2002, as Joe was sitting across from me and guiding me on the art of negotiation, I received a phone call from a press association director. It was such ridiculously perfect timing....thanks to Joe, gesturing firmly across the desk from me, I stood my ground on a fee quote that I otherwise would have budged on. It meant an additional $500.

There have also been times when he's saved me from getting into bad business deals. In 2003, Joe was instrumental in helping me avoid a major headache, and drain on my time and resources. I had established a retainer fee with a company that wanted me to devote scores of hours on developing a curriculum that I would have shared with communications professionals all across the country.

After agreeing to the upfront payment, the firm hemmed, hawed and, ultimately, balked at paying the retainer. Joe let me know this was a red flag.

I confidently walked away from what was quickly proving to be a bad business relationship--though I wouldn't have known to do so without Joe's having been there, done that, and been willing to steer me clear of such dysfunction.

And of course there's no way I can measure his impact in so many "little" ways that have added up to a much stronger positioniong for me and Inside Edge PR in the marketplace.

This is particularly relevant to share now because Joe is making a rare public presentation on Thursday, June 10, at Via Bella, 5412 S. LaGrange Road in Countryside.

Usually, companies and organizations get Joe onto a planes and bring him in from faraway spots to get practical, bottom-line insights and high-energy, memorable inspiration.

So for those in the Chicago area, June 10th represents a prime opportunity in your backyard to learn from this remarkable speaker and business mind.

Blending what he has observed as smart behaviors that build business opportunities with the values that resonate with us personally, Joe's topic is "The Values that Drive Opportunity."

"My guarantee is that you will laugh, with me or at me," says Joe. "But there will be great energy, great people and a fun professional and social gathering."

Tickets are $25 apiece, or $20 if you bring a friend or buy a table of eight. That covers appetizers with networking from 6 p.m. to 7 p.m. Joe's presentation is from 7 p.m. to 8 p.m. All proceeds benefit the YMCA Special Olympics program of the Greater LaGrange YMCA.

To purchase tickets, contact Zach Silver at Zach@SilverTechChicago.com or 708-724-4253.

And if you can't make it on June 10th, do the next best thing and get your hands on a copy of Joe's book, Results Through Relationships.

For more about Joe, see some prior Inside Edge PR blog posts right here.

`Tasty Dog Challenge' Gains Notice, Momentum

2010-05-07T14:07:00.005-05:00

Four years ago, when I was doing community relations work for Boston Market's upscale (and short-lived) prototype attempt in River Forest, I helped organize a few fundraiser nights for area organizations, such as the Oak Park and River Forest High School Booster Club and the West Suburban Mothers of Multiples.

The events, in which a portion of the purchases were earmarked to each group, had some success.

I have a strong feeling, though, that those results will be a small fraction of the financial impact that goes toward the District 97 elementary school Parent Teacher Organizations (eight in all) that are taking part in the Tasty Dog Challenge.

An Inside Edge PR client, Better Homes and Gardens Real Estate Gloor Realty, has poured in $300 to help up the ante for the fundraising nights.

The story has attracted strong interest at Triblocal.com. Check it out, if you'd like.

Even more importantly, strongly consider aligning your dining schedule so that it coincides with one of the PTO nights over the next three weeks.

A `Biggest Loser,' Five Seasons & HealthyWage

2010-05-02T20:49:00.004-05:00

A "Biggest Loser" is heading to the Chicago area on Tuesday--it's Pete Thomas, who shed 185 pounds in 2005 on the popular NBC show, "The Biggest Loser." Ever since, Thomas has served as an inspiration to others seeking life transformation.

I am helping spread the word of Thomas' visit to Five Seasons Family Sports Club in Northbrook, an Inside Edge PR client, as part of "The Matchup," a national weight-loss competition that's the brainchild of Healthywage.com.

You can read about the initiative here at Triblocal.

Colleges' Spiraling Costs Are Out of Line

2010-05-01T01:00:00.005-05:00

Mark my words: colleges are the next hallowed institution to get smacked off their undeservedly and ridiculously high pedestal.

Don't get me wrong--I think some aspects of college are absolutely fantastic: I learned much at my alma mater, Northwestern University. I really appreciate, and seek to support at every turn, my alumni network. I met my wife on a co-ed touch football field there.

But in this respect, colleges are simply bogus: their spiraling costs are out of whack with the rest of society, and have the feel of "status bumps"--jacking up the cost to simply look more valuable and prestigious without commensurate upticks in return on investment.

That's why I give a huge thumbs-up to Seth Godin's recent rant.

NAIOP Marks A New Writing Adventure

2010-04-29T21:02:00.004-05:00

A new writing client of mine is NAIOP, the Commercial Real Estate Development Association. The acronym, by the way, rhymes with "skytop."

It's a fitting memory device, considering my first assignment, in March, was to write a summary of "A View from the Top: The Nation’s leading Real Estate CEOs Provide Insight Into The Industrial Market.”

A week ago, I covered a panel discussion of "Chicago Rail: Economic Development for the Region."

Much like my experience with the Chicago district of the Urban Land Institute, writing for NAIOP has been a most educational experience.

More than once, the remarks have sent me scurrying to the Internet to dig for more context. With my most recent write-up, I even included a bevy of links to aid others who may be inclined to do the same additional research.

To quote from the assocation's website, NAIOP is "the leading organization for developers, owners and related professionals in office, industrial and mixed-use real estate."

Want to learn more? Click the link that appears with this post's first word.

McAdam Featured in Earth Day TV Segment

2010-04-22T21:43:00.006-05:00

Last night, on the eve of Earth Day, Jackie Bange of Chicago's WGN Channel 9 filed a report with a refreshingly different take on environmental stewardship: not only honoring the stuff of the Earth, but also some individuals who are in need of a fresh start.

As part of her reporting, Bange came out to Forest Park-based McAdam Landscaping and its Nursery & Garden Center last week. For years, McAdam has hired graduates of the Green Corp program profiled in the piece.

In 1997, brothers Scott and Rob McAdam, along with two other partners, started WRD Environmental, Inc. The company provides consultation for native landscapes and currently oversees the Green Corp program of Chicago’s Department of Environment.

As the WGN report notes, the city of Chicago has partnered with WRD "to create a green jobs program for those who have a difficult time finding employment, many of which are ex-offenders."

Some elements of that visit are evident in the segment below, including interviews with Scott McAdam, the company president, and employees Anthony Harris and Rosa Montes.

Clearly, they are among a larger group of individuals, including some others interviewed on camera, that have played instrumental roles in this successful initiative. Kudos to the entire team for its collective willingness to do "the right thing," as Scott McAdam told Bange.

To learn more, you can read the summary here or or click on the video (graciously provided by WGN) below.

Ride IV Reasons: Guinness Bid Gets Under Way

2010-04-13T05:46:00.005-05:00

On Sunday night, with the much-awaited start of Ride IV Reasons, Inside Edge PR entered the marathon PR phase of its effort in support of that Guinness World Record attempt.

George Hood, a 52-year-old Aurora, Ill. man, has already set the Guinness mark twice—only to have the record eclipsed shortly thereafter by other ultra-athletes. This time, George wants to stretch the record so far (over 12 ½ days to a staggering 300 hours) that it discourages anyone else from ever trying to top it.

The journey will play out in the space most recently occupied by Lazarus Furniture, in the Aurora Marketplace Shopping Center, at the northwest corner of Route 59 and 75th St. It is most certainly open to the public, so if you're anywhere close, be sure to swing by as there are a variety of activities under way. Details are at the Ride IV Reasons website.

You can also see George live via video webstream.

The fund-raising goal is $200,000. Beneficiaries will be the Injured Marine Semper Fi Fund, which provides support to Marines injured in Afghanistan and Iraq and their families; and a variety of programs through the United Way of Fox Valley, about an hour west of Chicago.

It's the third time I've done public relations as George has gone on a protracted spin and I encourage you to get involved as well in some way, through your time, a financial donation, or both. It's always gratifying to be part of something so much bigger than any one individual person.

More updates to follow. Meantime, you can see the countdown to the start right here.

My `Smart Behavior Strategies' Moment

2010-04-09T23:41:00.008-05:00

Today, on the VoiceAmerica Business Channel, I had the honor of being a guest on Smart Behavior Strategies with Joe Takash.

Last week, Joe had Jeffrey Gitomer on as a guest and in the coming weeks he will be interviewing top business leaders like Brian Tracy, Tony Allesandra, Patrick Lencioni and several other best-selling authors.

Just a few minutes of listening to Joe (author of Results Through Relationships and owner of Victory Consulting) is enough to see how he's able to draw such immense talent: he is by turns hilarious, insightful, poignant, self-effacing and dynamic.

Above all, though, Joe delivers golden nuggets of practical wisdom borne of years in the business world.

So there I was this morning, smack dab in the middle of all those luminaries, for about a half-hour.

There was a reference to Starsky & Hutch, the "Guttenberg Effect" that I've coined, a pop math quiz that caught me only slightly off-guard, and discussion of the most common press release mistakes to avoid.

If you want to listen to our wide-ranging talk, through the wonders of modern technology, you can. It was entitled "Get Connected: Communication Secrets from a Media Insider."

A big "thank you" to Joe for inviting me on his show, and for allowing me to share some of my views with his listeners.

The Story Behind `Super Skateboarder Stopper'

2010-04-05T09:51:00.012-05:00

A quarter-century ago, I was fooled--hook, line and sinker--by an April Fool's story in Sports Illustrated.

It was about "Sidd Finch," a newcomer to the baseball scene purported to be able to hurl the ball 168 mph, or roughy 68 mph faster than anybody else.

And I like pulling legs as much as anyone else--and much more than most.

So when I had a chance recently, at the invitation of Wednesday Journal managing editor Helen Karakoudas, to pull an April Fool's stunt involving my alter ego, Super Shopper Spotter, I quite literally leapt at it.

Of course, last week when the article appeared in the "Wednesday Jerbil," I doubt anyone believed for a moment that Triple S now stood for Super Skateboarder Stopper.

Just the same, it was fun. You can see the tale, "Superhero scouts new economic stimulus," here at the Wednesday Journal website.

You can also check out some of Super Shopper Spotter's other exploits here.

In Social Media, Basic Blunders Still Hurt

2010-03-31T21:18:00.005-05:00

Being in the Social Media realm is no excuse for a slipshod presentation. If anything, given the SM universe's viral and omnipresent nature, it's all the more important to dot your i's and cross your t's.

In rendering judgment about your professionalism, people still look upon old-fashioned notions like proper grammar, correct spelling and otherwise efficient communication.

This came to mind today as I saw a Chicago-area company, over the last 2 1/2 days, had added one whopping fan on their Facebook Fan Page. Oh, and they are in the midst of a paid advertising push on Facebook.

In their information box, on the left side of the Fan Page, the company had this dubious trifecta: a misspelled street name in their address, a web site link that didn't hyperlink, and a sloppily noted phone number that lacked any hyphens, periods or anything that made it easy on the eye.

There's no telling what, if any, effect this slovenly style is having on their attempt to grow their fan base. But in full view of their existing fans, the miscues are a perpetual undermining of corporate credibility.

When's the last time you had a fresh, qualified set of eyes take a sharp look at the messages you are transmitting to the universe?

"PR Secrets From a Media Insider" Update

2010-03-29T09:26:00.006-05:00

Since last August, I have held 10 "PR Secrets from a Media Insider" workshops, the past four months next to my current office space, in a conference room of 1111 South Blvd. in downtown Oak Park.

Based on the needs and wants of attendees, I tailor each program within the 11-page workbook that I've created. Small-business owners and entrepreneurs from a wide range of industries, including law, finance, insurance, a cleaning service, a handyman service and graphic design, are among PR Secrets' alumni.

The programs have transitioned into a monthly rhythm, on the third Tuesday, and the next one is April 20, from 5 p.m. to 6:30 p.m.

Attached is a flier you can click on for more detail, including the $39 fee. (For those who pre-register with payment in advance, there is a $5 discount.)

You can see a brief excerpt from my first PR Secrets session and you can also contact me directly at Matt@InsideEdgePR.com

Face(book) It: Go Where the Puck Will Be

2010-03-24T13:11:00.007-05:00

Whenever I advise people to jump into the social media fray--often in relation to promoting their business or cause--there's always that look I get in return.

It's not a deer-in-headlights look, mind you.

No, it's much more dire than that: this is the patented deer-that's-already-been-run-over-by-a-Mack Truck-look.

It's the look of someone who is on the brink of declaring haplessly, "How on Earth do you think I'm ever going to find the time to fit this into my already-overcrowded schedule."

My response: anyone who is successful, or in the earnest pursuit of success, is full of to-do's on their list. Cry me a river. I didn't create Facebook, so don't blame me for this historic development. Oh, and the train has left the station--do you want to get onboard or not?

The question I then pose is this: do you want to go where the puck increasingly is going to be in the weeks, months and years to come? (That's an allusion to Wayne Gretzky's oft-quoted tip on his unparalleled success as a hockey player--he didn't focus on where the puck was, but on where it was going to be.)

If your target audience, present or future, is spending significant time on Facebook, then it only makes sense to meet them there. Unless, of course, you want to surrender all of that ground to your competitors. That is entirely within your rights, though it's hardly good for business.

Another tip I share to these Mack-trucked deer: if you're so leery of losing the best years and decades of your life to Facebook, then set a time limit on your forays.

You can get a ton done in five or 10 minutes, if you stay focused and don't get sucked into the whirlpool of links and trivia that lie in wait.

(Psst, a little secret between me and you: I'm one of those nefarious types that trains people to provide links and trivia designed to suck in others.)

More social-media pointers in a later post, but for now, here's a look back at an Inside Edge PR post about the "Five Stages of Facebook Grief."

Did you know you could become a Facebook fan of Inside Edge PR? Go to Facebook and type "Inside Edge PR" into the search box.

If you allocate five minutes to Facebook today, becoming a fan will leave you with 4 minutes, 56 seconds to spare.

A Supremely Worthy Cause: `Fix Your Mortgage'

2010-03-22T13:46:00.005-05:00

Amid all the possible products, services or causes to promote, some are supremely simple to get behind as a publicist.

One such example is an effort under way between the city of Chicago, volunteer real estate attorneys from Attorneys' Title Guaranty (ATG) and housing counselors from Neighborhood Housing Services.

On Saturday, March 27, they will team up to help qualified, at-risk homeowners modify their loans at a "Fix Your Mortgage" event at Morgan Park High School, 1744 West Pryor Ave (111th and Vincennes Avenue.) The event begins at 9:30 a.m. and goes untl 2 p.m.

To read more, see my Marketing & PR column at Examiner.com.

Some Recent `Tips of the Inside Edge'

2010-03-17T08:13:00.005-05:00

Since early February, I have been posting a daily "Tip of the Inside Edge" at the Inside Edge PR Fan Page on Facebook.

(To visit the page, type "Inside Edge PR" in the Facebook search box.)

Here is the collection of tips from the past week:

Pick up the darn phone once in awhile. E-mail is a great complementary avenue, but there's nothing like actually speaking with another human being to build stronger connection and understanding.

Show, Don't Just Tell. In any endeavor, when meeting with prospective clients, find ways to show your value--and not merely talk about it.

The quality and quantity of follow-up questions help set apart outstanding connectors from ineffective or even average connectors.

When you hear "show up early, stay late" is the key to success, it might seem like a ton of extraordinary effort. Often, though, it just means five minutes on either side.

Write a sincere hand-written thank you note some time before you die. It'll shock the recipient. And leave a positive impression.

For other suggestions, visit my Recommended Links page at InsideEdgePR.com.

My Day As `Census Count Crusader' in Oak Park

2010-03-10T13:05:00.007-06:00

It had been 75 days since I last wore a red cape, but who was counting?

On Tuesday, I returned to super-hero action by playing the role of "Census Count Crusader." It was part of the Village of Oak Park's awareness-raising efforts for the 2010 Census.

With visits to Oak Park and River Forest High School (including a foray into the cafeteria, above photo) and Oak Park Village Hall (nearly two hours) for a Census Rally, I had more super-hero red boot time than my day's journey in standard, mere-mortal footwear.

That must count for something, though I've yet to quite figure out what.

The rally at village hall was part of the 2010 Census Portrait of America Road Tour.

Cruising around village hall during the rally to interview a variety of folks, I teamed up for some fun, informative interviews at the direction of Joe Kreml, the village's talented cable station producer and the brains behind the now-legendary Super Shopper Spotter commercial.

Thanks to Village Clerk Teresa "Terry" Powell for pulling me back into Superhero-land. Three months ago, I wore much the same costume as Super Shopper Spotter. The only change Tuesday was a shirt bearing the "Census Count Crusader" logo (left).

When asked about the SSS on my cape, I had a ready answer: Super Statistical Summarizer.

Inside Edge Aboard to Promote Ride IV Reasons

2010-03-03T12:48:00.009-06:00

This past Saturday night, I went to a former furniture store in Aurora to check in on George Hood, a world-class endurance athlete who since 2006 has been pushing his body to the brink in pursuit of the Guinness World Record for the spin cycle marathon.

Officially twice and informally once, I've publicized all three of George's prior rides, including the first one in January 2007 that attracted global media coverage and may well have spurred on some of the one-upsmanship that has ensued between George and other ultra-endurance athletes.

About five weeks ago, Inside Edge PR was brought aboard by the United Way of Fox Valley for George's next--and presumably last--effort, Ride IV Reasons.

George has captured the Guinness World Record twice--at 111-plus hours and then at 177-plus hours. Both times, he hoped the record would stick for a while, but both times they were toppled in short order. This time around, George is looking to extend the record to a mind-blowing 300 hours, even as he tries to spearhead $200,000in fund-raising.

You can read more about his background, and the great causes that he's riding on behalf, at RideGeorgeRide.org.

I've also set up a YouTube channel for his current campaign, Ride IV Reasons. One of the videos on the site, showing the gritty process of George subjecting himself to one of the all-too-brief naps that are allowed under Guinness guidelines, is below.

Candidly Drawing the Social Networking Line

2010-02-26T15:02:00.011-06:00

I recently asked someone to be my "friend" on Facebook.

He declined. My immediate, gut response: pleased and impressed.

On the surface, my reaction may seem odd. But let's consider some background:

I’ve spoken with this particular individual, a newspaper reporter, about five times over the past few years, as he worked on stories with which I had some public-relations connection. We’ve never met, and we’ve never built any kind of tie beyond our respective jobs.

He works alongside some others that have made Facebook Friend requests of me, which I've approved. Their outreach to me is really what prompted me to reach out to him.

With that as a backdrop, here was his written response, which he sent via e-mail:

"Thanks for the friend request, but I just wanted to let you know that I keep my Facebook account to friends and family only. I like to keep business contacts separate. No offense intended of course, I just prefer to keep my job and my personal life in separate worlds, so to speak."

I respect his stance. And I respect even more that he articulated it.

In the four years that I've been social-networking on sites like Facebook and LinkedIn, he is the first to take the time to broach the potentially awkward situation and explain, in his thoughtful way, why he was declining my request.

In this burgeoning social-media realm, it is so much easier to simply ignore requests that place us in an uncomfortable spot. And there certainly remain scenarios in which I am stumped about how to navigate someone's interest in getting into my cyber-world. In the future, I fully expect to continue ignoring some requests--and to be ignored.

But whenever we have an opportunity to convey our (often-evolving) criteria as to whom to let in to our SM world, we simultaneously have an opportunity to improve at least our little corner of this growing sphere's universe.

Indeed, inspired by my own fond memory of being diplomatically stiff-armed, I recently crafted a long-overdue reply. I created it for those seeking to connect with me on LinkedIn but with whom I have had little, if any, contact:

"Hello,

Thank you for inviting me to Link-In with you!

Whenever possible, I like to have more than a cursory personal connection with / knowledge of someone before Linking In. Since we are both so local, would you be interested in meeting in person sometime and establishing that face-to-face connection?

In these few words, I hope that I've reasonably and effectively explained my rationale and that you don't take offense to this proposed intermediate step. I genuinely hope we can create a stronger connection that can benefit us both in the future.

Best regards,
Matt"

So far, I have sent that message to two individuals. I am sure it will come in handy often in the future. Already, my newfound mission to improve the quality of my connections--and not merely strive for quantity--has borne fruit: one recipient responded by essentially stating "whoops...I intended to Link-In with someone else whose last name is Baron."

So there's one MisLinked-In Misadventure averted.

What do you think? Do you have another way of handling this potentially delicate and awkward topic? I welcome your ideas. And who knows--even if we don't know each other yet, we may just build enough rapport for us both to want to join one another's social network.

Just don't take offense if I suggest we meet in person first.

You might also be interested in reading some previous Inside Edge PR commentaries about LinkedIn.

You Snooze, You Lose: Get Onto YouTube

2010-02-24T21:14:00.003-06:00

Did you know that you can secure a YouTube channel in less than 60 seconds?

If you are part of a cause or company that may--just may--make use of YouTube in the future, you should hop on it pronto, before someone else (like me) gets to it first.

Just go to YouTube and click on "Create Account" in the upper-right corner. Follow the steps and, presto, you've got a YouTube channel.

It's free, it keeps your communications options open, and I've done it at least 25 times in the past year for a variety of clients and others.

Among them: my chapter of Business Network International, OPRF Partners; the Oak Park-River Forest Chamber of Commerce; Better Homes & Gardens Real Estate Gloor Realty; and the Five Seasons Family Sports Clubs in Burr Ridge and Northbrook.

And we mustn't let the cobbler's children go out with any shoes. Here's the
Inside Edge PR channel.

Journalism: One Way To Pave a Strong PR Path

2010-02-15T00:17:00.007-06:00

Last week, I was pleased to be able to share some thoughts with students at Northwestern University's Medill School of Journalism.

Twenty years ago, when I graduated from Medill, I never would have imagined that I'd be part of something called "PR Month," which the school has wisely initiated to address increasing interest in a public relations career track among students.

Below is an excerpt in which I discuss the value of practicing as much journalism as possible before venturing into a public relations career:

To see other Inside Edge PR videos, click here.

E-Mail Just One Part of Engaging the Media

2010-02-11T13:43:00.005-06:00

Relying on e-mail alone to communicate news releases to the media is Public Relations Malpractice.

Pick up the darn phone and make a phone call, among other things, and you'll separate yourself very rapidly from the PR pack. Sending e-mail is among the easiest acts anyone can perform. So is deleting that very same e-mail.

Don't let the ease with which you can send a blizzard of news releases blind you to the fact that it's just one step in the process of engaging reporters, editors, producers and other decision-makers.

You can read more about my approach in this previous Inside Edge PR blog post, The Art of Contacting Reporters By Phone.

News Releases Are Not the Spot to Stroke Ego

2010-02-08T12:47:00.007-06:00

A microblog today, echoing what I shared via the Inside Edge PR fan page and via the Inside Edge Twitter account:

The purpose of a news release is NOT to stroke the client's ego; among other things, it's to gain placement in the media, which helps the client attain goals.

All the better to let business growth stroke their ego instead!

Tennis Star at Five Seasons is Latest Profile

2010-02-02T14:22:00.004-06:00

My first story for pay, more than 25 years ago, was on Chris Lapriore, a two-time state tennis champ from my hometown of Marshfield, Ma.

One of my first stories for the Daily Northwestern was on Matt Akman, the school's #1player in 1987. Here's my latest tennis piece, a news release on Robert Stineman, a standout from New Trier High who is also a member of Five Seasons Family Sports Club in Northbrook.

You'll hear more about Robert, I suspect, as he seems to be hitting his stride in a big way on and off the court.

In News Releases, Less Is So Much More

2010-01-28T20:53:00.001-06:00

There's a reason why telephone numbers are only so long. When it comes to retaining a series of digits, we tend to max out at four.

Likewise, do you think of your social security number as a 9-figure monster, or a three-figure beginning, a two-digit middle, and a four-figure finale?

The same is true in writing.

Think Ernest Hemingway (right), not William Faulkner (below), as you craft stories, including those in news-release form. Hemingway was a master of brevity. Faulkner once whipped up a 1,287-word sentence.

I don't mean you should write Twitter-length releases. Some of mine are more than 600 words long, like the one I recently wrote about an 80-year-old patient of chiropractor/acupuncturist Hiroya Nakamura.

But keep the sentences short enough that they don't require three readings to attain comprehension.

A confused mind says "no" and 40-plus-word sentences tend to be much more confusing than those phrases that don't journey beyond a 25-word landscape.

PR Alert: Time to Start Thinking about July?

2010-01-21T09:18:00.006-06:00

Last week, with A Winning PR Recipe: Timely Stories, I touched on the importance of being timely with story ideas to the media.

And usually, all you need are a few weeks' advance notice to ensure the currency and relevance of a story pitch.

But you also have to keep your eye on longer lead times, such as a recent ditty about McAdam Landscaping offering tips to prep properties for the spring.

I realize it's January, but it may be time to start thinking about July!

Campaigning for `Office of Cook County Comic'

2010-01-19T10:39:00.003-06:00

Sometimes, I'm called upon to write satirically. Always, it's a blast.

Check out the current media outreach about Michael Issac's campaign to create the "Office of Cook County Comic."
Michael, who goes by "The Cook County Comic," came up with the fantastic idea last week, as the election season heats up. I helped flesh it out with the news release.

Who knows? Maybe the office will become reality some day; as any observer of Cook County can attest, stranger things have happened.

A Winning PR Recipe: Timely Stories

2010-01-12T21:51:00.006-06:00

Some stories require nuance and a delicate mix of elements to make for a promising pitch to the media.

But others have a recipe no more complicated than making ice. They simply teem with timing.

A news release on how to safely shovel snow isn't such a hot idea in July, but in the Chicago area--and anywhere Old Man Winter strikes--it makes for relevant, desirable copy that helps the media render service to the public.

On behalf of Nakamura Chiropractic & Acupuncture, a Schaumburg-based practice that has retained Inside Edge PR since last April, I recently sent one such piece, headlined "Snow Way: Local Chiropractor Offers Save Shoveling Tips,", to some media in the Chicago area.

OK, that's an obvious one. In thinking about your company or cause, what's going in the next few days, weeks, or months--in your area, in this country, in your industry or in any way whatsoever--that provides a logical, newsworthy tie-in to what you do?

Brainstorm a list of ideas and begin implementing the best ones sooner rather than later, while time is still on your story-telling side.

To Optimize Your Interview: Prepare, Pounce

2010-01-07T11:57:00.002-06:00

I recently wrote a column for state press associations, headlined "To Get The Most Out of Your Interviews: Prepare….Then Pounce."

It grew out of a recent correspondence I had with a high school student seeking tips on the Art of the Interview. That interaction prompted another blog post, Let's Face It, A Key Part of An Interview's `Art'.

You can also read "Prepare...Then Pounce" in the Southern Newspaper Publishers Association's most recent e-newsletter.

`Sampling' Wins Confidence, Then Clients

2009-12-29T14:32:00.005-06:00

Whenever I am asked for tips about breaking into journalism or public relations, one piece of advice that I emphasize can be applied to just about any endeavor: the importance of showing your value, not merely talking about it.

And over the course of more than a decade of self-employment, I have learned that winning new clients comes by way of winning their confidence. That assurance comes when they can see, first hand and not only from client testimonials or my charming personality, how I can help them.

How can they see it? One way or another, I provide them with tangible support, no strings attached, the very first time I meet them.

It may be advice about how to improve their biography, or it might be identifying a part of their story that they've never thought to tell but which I know the media would find absolutely compelling.

And sometimes they can literally "see it," when I shoot a video that helps them promote who they are and what they do. That's what I did a few weeks ago when I met a bright investment advisor, Ted Barnhart, at his office in Oak Brook.

During our meeting, I shot two videos, which I later edited and uploaded onto my YouTube channel for him to review.

I also told Ted how to create his own channel, Barnhart Advisory, which is where the below segment can be found after he selected it over the other clip:

If someone is going to invest their hard-earned money in your service, you want to take some proactive steps to provide them with a sample of what they can reasonably expect in return.

"Sampling" works at grocery stores, at the department store perfume counter and with Inside Edge PR--and it can work for you, too.

A Fun, Feel-Good Story For Christmas

2009-12-23T12:06:00.005-06:00

Heart-warming, feel-good stories are great to share all-year round, but especially so around Christmas.

That's why one of my favorite activities this month was telling the story of one local family that moved back into their home after nearly a year away, to accommodate workers building an addition.

One of Inside Edge PR's clients, McAdam Landscaping, helped the mom put a festive, creative touch on the moment.

You can read the story here at Triblocal.com and see a related video below.

Merry Christmas and Happy Holidays!

5 Things I Know About Tiger Woods

2009-12-14T21:31:00.004-06:00

Millions of words have been written about Tiger Woods over the past 18 days. And billions more will be expended in the time to come.

Here I will share five things that I know about the man and the saga that is unfolding:

1. Tiger's life, as it relates to the press and, more specifically, the tabloids and paparazzi, is forever altered. He will be shadowed, stalked, followed and hounded for at least the next decade.

2. What's more shocking than the revelation of his infidelities is that he kept it under wraps for so long.

And what's even more shocking than that is he thought he could keep it all bottled up forever, particularly since it's looking more and more like he did not confine his extramarital activities to only one woman (to say the least).

3. Amid all the PR counsel flying about, the most important piece is this: Tiger shouldn't lie to the media. So rather than commit that offense, he has circled the wagons and communicated only through written statements.

Insufficient to satisfy the media wolves? You bet.

But at least he hasn't compounded his mounting PR problems (to say nothing of his other woes, marital and otherwise) with outright lies. Half-truths and veiled language, perhaps, but that's to be expected when you're between a rock and a hard place.

4. This story in GQ, written in 1997 by Charles P. Pierce, explains much that the world either didn't realize, or chose to overlook, about Tiger.

5. I bet Tiger wishes he could turn the clock back to, oh, July 2000. That's when Time magazine dispatched me to the Western Open to provide some background reporting in preparation for a cover story that staff writer Dan Goodgame penned later in the summer.

An excerpt from my reporting:

"Teen-age girls with two-inch thick heels. Pubescent boys seeking autographs and climbing up trees for a better view. Blue-collar, white-collar, tank-top and Izod—all bobbing heads, straining their calves as they go on tip-toes.

Some are golf aficionados, having grown up in the sport with Arnold Palmer and, a short time later, Jack Nicklaus. Puffing on cigars, they frown in disdain when Johnny-come-lately fans move en masse because their favorite has sunk his putt, either not caring or not realizing that it’s a breach of etiquette when one or two others have yet to finish the hole.

Others barely know the legendary names of Palmer and Nicklaus, and just about none of the names or backgrounds of today’s top golfers. They seem oblivious to their faux pas, interested only in getting a good vantage point for the next hole.

This is the diverse face of Tigermania."

Let's Face It: A Key Part of An Interview's `Art'

2009-12-08T02:17:00.009-06:00

Someone recently asked me for some tips on the "Art of the Interview."

From a journalistic perspective, I have led all-day workshops on the topic and feel like I barely scratch the surface. So my ambition in this small space will be confined to one key principle that is as elementary as it is overlooked these days: the in-person Q & A.

That's right--I am talking about that old-fashioned, quaint practice of actually being with the person you are interviewing.

In an era where phone calls seem to be viewed as "going the extra mile," I realize that it may seem revolutionary to recommend you go to all the trouble of being in the same physical space as the person with whom you are talking. Especially if it means getting into some mode of transportation and traveling more than a few miles to make it happen.

But it's a really, really powerful thing--whether you are a journalist chasing down a story, a publicist working on crafting a news release or developing a communications plan, or anyone else seeking to foster a relationship. After all, success (or failure) hinges largely on our ability to develop trust in our relationships.

And that's pretty hard to accomplish when all you've got to work with are words on a screen or a voice on the other end of a phone.

I've written extensively on this topic, so if you are interested in more tips, drop me a line at Matt@InsideEdgePR.com

Super Shopper Spotter: The Commercial

2009-12-03T16:09:00.003-06:00

Usually, my PR work involves more time on the keyboard and less time dashing to and fro in public while wearing a cape and red boots.

With that in mind, if you were in the Downtown Oak Park area a few days ago, you might have seen some especially bizarre behavior, even by Super Shopper Spotter standards.

Thankfully, Joe Kreml, producer of the Village of Oak Park's Cable Channel 6, swiftly created this 52-second segment to help explain Triple S's antics: