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

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

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?

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

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



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

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

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

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

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

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

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

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

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

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

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

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?

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

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

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

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.