Beyond the Pickle | Out-of-the-box thinking from MNPR

Mar
09 ^th

Put a Fresh Face on Your Business

Posted by Megan Neher —

I was invited to write an article for KC Small Business’s March issue. The editor asked for an article about the importance of a small business’s marketing materials. I thought I’d share it with you here. Also, check them out online at www.ithinkbigger.com.

Put a Fresh Face on Your Business
March 2010
By Megan Neher

Most women put on their own makeup every day and think it looks good. But sometimes, they need a bold friend to say, “Honey, you really need to update your look.” Or, even take them to see a professional at the department store makeup counter.

It’s just as important that you put the right “face” on your business from the start, and keep it looking fresh. You must keep up appearances through printed materials, your Web site, letterhead, your business cards and even social media outlets.

Printed marketing materials, a professionally-designed logo and a quality updated Web site are simple ways to establish your company as professional, credible, longstanding and reputable. Creating or updating these materials doesn’t have to break the bank, but sometimes working with a professional is the best option. Below are a few ways you can get started with new or redesigned marketing materials and online presence for a reasonable cost.

Logo
This is an element where “do it yourself” rarely is good enough. Hire a professional designer to create a logo for your company. There are hundreds of local designers who work as freelancers and will create a logo from scratch for an hourly fee. You can have a customized logo that will become your company’s brand and be included on all of your marketing materials. This step is critical because it establishes your brand and begins to build that recognition. Beware of hiring your “nephew who likes to draw” or designing your own logo. It’s worth the initial cost to have your brand customized to your company’s mission from the start.

Business Cards
Your professional looking marketing materials don’t have to be expensive, but it’s important that they don’t look like they were do-it-yourselfers either. When you first start your business, you’ll likely discover a variety of perforated sheets of business cards that you can print at home on your own ink jet printer. Don’t be tempted to take this “easy button,” because it doesn’t project the stable, credible image you’re looking for. Another bad idea: The free business cards online with the message on the back that says: “Free online business cards.”

E-mail
Create an e-mail address that is professional and includes your company name. For example, if your name is Jane Doe and you just opened your own company called Jane’s Jewelry, don’t continue using your old casual e-mail, such ascooljewelrylady@yahoo.com. Instead change it to Jane@janesjewelry.com to project a more professional and established image for your company.

Web Site
The Web site you built yourself (or had a friend build) five or more years ago probably isn’t doing its job anymore (if it ever did). A Web site with visible frames, scrolling text and square, beveled buttons can’t compete with today’s slick graphic sites. Web templates are available at a reasonable cost to bring your Web site out of the ‘90s.

For a small company there are a few critical must haves for a Web site:
• It must be updated regularly. If you hire someone to create a site for you, make sure it is something that you can log into and update periodically. Then, schedule monthly Web site updates on your calendar. Even if you’re only tweaking the site, don’t let your messaging go stale.
• It must include your contact information on the home page. Nothing is more irritating than when you simply need to call or mail someone and you can’t get their phone number or address.
• It must feature your company’s brand, purpose, mission and logo. Again, consistency is crucial in marketing materials. Show your clients that you’re proud of your brand.

Social Media
This is where things get a little tricky. Twitter, Facebook and blogs aren’t necessarily marketing materials; however, if they’re representing your company you still must use the company’s logo and other branded messaging. Sometimes these online sources can be even more important than your business cards or letterhead. If someone is searching the Internet for your company name or even your name, they may stumble across a recent blog post, a Tweet or a Facebook status update. Always maintain a high level of professionalism when combining social media and your company.
Don’t let your company be seen in public without a fresh and professional-looking face. Get a marketing makeover—from logo to Web site. You’ll love the new you, and so will customers.

Megan Neher is owner of Megan Neher Public Relations, a full-service public and media relations practice specializing in inventive and strategic communications solutions.

Feb
11 ^th

I’m Flexible!

Posted by Megan Neher —

Two articles caught my eye in the January/February issue of IABC’s Communication World. Above The Fold and Make Your Own News both resonated with me and the transition my business has underwent in the past three years. It’s been a natural transition – thankfully – and one in which I’ve been excited about. Let me tell you why.

Above The Fold tells the story of the sad decline of print media. This is particiularly troubling to me because I majored in print journalism and truly enjoy reading a printed newspaper daily at my kitchen table. I started reading it each morning with my breakfast in high school and it’s been a daily ritual since. Of course, it also impacts my PR business leaving fewer reporters and publications to pitch stories.

Make Your Own News is how companies – many just like my clients’ businesses – are responding to this decline. And this is the exciting part. I’m busier than ever writing for blogs, shooting photos and video to post online and keeping up with clients’ Facebook pages and Twitter accounts.

I’m stealing a line from the article, but it’s a good one and it’s what I’m telling my clients about the transition: “used in the online environment, storytelling can reflect passion, uniqueness and immediacy.”

It’s this “storytelling” – or otherwise known as news or public relations – that can create a personality for the company. It offers an opportunity for us PR people to put some creativity into our writing, use imagery and demonstrate an identity for a brand that the old-style of PR and press releases simply didn’t allow for.

Again, I still can not accept that I won’t be reading a newspaper at the kitchen table. (My laptop doesn’t fit as comfortably on top of my cereal bowl.) But, with this transition, I’m thrilled to be writing stories that connect us with the past/present and help define what is authentic about someone… even if it is just for a computer screen.

Jul
23 ^rd

Communications for the Good!

Posted by Megan Neher —

Someone asked me recently what my intentions would be if I started another new business. I knew right away that it would be to help others/communications for the good! Of course making millions of dollars would be nice too!

I’ve enjoyed being a part of several local organizations that are doing good for others in addition to owning my own business. Some of this is because of assignments from clients. And some is pro bono work I’ve volunteered to do as a way to offer my expertise to various organizations for which I feel a particular passion. I encourage any entrepreneur to loan their skills to nonprofits. Not only will the charity benefit, but you will too as you network and grow your expertise.

We are working on another charity benefit this month on behalf of a client and it’s very rewarding. It has been a pleasure to serve on this committee as a representative of my client, Zona Rosa. We have a long list of other nonprofits and clients for which we’ve helped organize charity galas and/or benefits including: River of Refuge, Ronald McDonald House, Infiniti of Kansas City, Synergy Services, Salvation Army, Hillcrest Transitional Living, Love Fund for Children, Wonderscope Children’s Museum and Harvester’s Food Bank.

Jul
02 ^nd

Diversity – even within professional organizations

Posted by Megan Neher —

When I moved back to Kansas City from Scottsdale, Ariz. six years ago and decided to start my own PR business, I knew I needed to join an organization to network, continue my professional development and meet people. But which one?

The most important thing I was looking for was diversity. I wanted an organization that was made up of individuals who offered a variety of skills, skill levels and even diverse professions. It wasn’t going to help me much to sit around with a bunch of people who were exactly like me!

That’s my favorite thing about IABC. However, what I’ve discovered as I finish my year as president of KC/IABC is that marketing to this diverse group, even within a single professional organization, can be challenging.

We enjoy a fantastic membership of graphic designers, ad buyers, newsletter writers, corporate communicators, PR professionals, photographers, events planners, social media experts, videographers, communication strategists and the list goes on and on. And, we welcome all professionals who may fall into the vast category of business communicators to join one of our meetings to see what we’re all about. In fact, we’ve created a variety of special interest groups as a way to cater to these vertical categories within our organization, and it’s been a huge success.

So whether you’re a senior vice president of corporate barbeques, director of lengthy complicated corporate jargon, manager of chaos or even CEO of really cool projects, we hope you’ll consider KC/IABC your home and offer your feedback on ways we can make you feel more welcome. Thanks for making this year as president of KC/IABC a tremendous opportunity.

Feb
28 ^th

KC/IABC Wins

Posted by Megan Neher —

The Kansas City chapter of the International Association of Business Communicators (KC/IABC) received a Chapter Management Award for financial management, as well as a commendable achievement award for website of the year, at the annual IABC Leadership Institute conference in Orlando in Feburary 2009.

As chapter president, I’m especially proud of these awards. I can’t take credit for either one, but I’m still proud.

These annual awards recognize leadership abilities, management skills, creativity and teamwork of outstanding leaders from more than 100 IABC chapters worldwide. The judges praised KC/IABC’s overall fiscal responsibility and management of large-scale events, including the annual Bronze Quill awards program and the chapter’s annual Business Communicators Summit.

KC/IABC’s recently updated website was selected as the best website of the year. Judges cited adherence to brand, use of graphics, ease of functionality and member resources content. The site also received recognition for its new social networking and member directory content.

(Thanks to board member Melanie Deardorff for developing the new site on behalf of the chapter. She’s pictured above on the right along with me on the left, IABC chair Barb Gibson and Dan Dillon, last year’s prez.)

The entire board of directors for KC/IABC was thrilled to be recognized at the conference. We were also energized to enter next year and hopefully will win even more chapter awards in 2010! Especially since KC/IABC is a five-time winner of the International Chapter of the Year award… it might be time to bring back that honor to KC.

For more information on IABC’s Kansas City chapter, visit www.kc.iabc.com.

Jan
20 ^th

KC Star’s Restaurant Critic a True Professional

Posted by Megan Neher —

I work with many local and national journalists, and few I consider friends. Lauren Chapin, the restaurant reviewer for The Kansas City Star was one of those friends. Her untimely death in December was a shock and hurt more than the death of a casual colleague should. For whatever reason, it really resonated with me because of the season, because of her writing about her family and because of our relationship, albeit a mostly business one.

And, I’m not unusual. It seems she was a remarkable person to many. The late Lauren Chapin left an indelible imprint on Kansas City’s culinary community via her restaurant reviews and food writing, so much so that local restaurants, suppliers and friends are hosting a benefit event for her daughters.

The event titled “Four Stars for Lauren” will be at 6:30 p.m., Thursday, Jan. 29 at the Boulevard Brewery, 2501 Southwest Boulevard, KCMO. Tickets are $50 per person and can be purchased in advance online at http://fourstarsforlauren.eventbrite.com/.

The tribute event to honor her memory will raise money for a college fund for her two teenage daughters.

Restaurants and other businesses supporting the event include the American Restaurant, Blanc, Bluestem, Capital Grille, Le Fou Frog, Hereford House, Jasper’s, JJ’s, La Bodega, McCormick & Schmick’s, NoRTH (my client!), Ophelia’s, Hotel Phillips, Pierpont’s, ReVerse, Room 39, Café Sebastienne, Michael Smith, Café Verona and Webster House.

I plan to attend, and I’d love to see you there.

Nov
25 ^th

Nostalgia merits newsworthiness sometimes

Posted by Megan Neher —

To some degree, newsworthiness is subjective. For example, there are those who’ve recently reported that they do not see the news value in covering the Kansas City Fairy Princess at Zona Rosa. Of course as the PR representative for Zona Rosa I would strongly disagree.

After working as a newspaper reporter for The Olathe Daily News following graduation in print journalism from Kansas State University and then later as the business editor for The Lawrence Journal World, I learned to decipher the difference between something that had news value and something that didn’t. This has become very important as I now counsel clients on this very topic as a PR consultant.

In fact, I also use this as my best piece of advice that I give new graduates or college students as they intend to enter a career in public relations. Work as a journalist – even if it is only at your student paper so you can understand news value.

If the Fairy Princess was just another Santa Claus sitting on a chair visiting with children from 10 a.m. to 9 p.m. every day at the mall, then I too would agree that she didn’t have any real news value. I would write a press release and expect to be listed in the community calendar section of the newspaper.

But maybe those whom deemed her un-newsworthy do not know her history. Maybe those who claim she shouldn’t merit a news story in The Kansas City Star do not understand the nostalgia that surrounds her. And perhaps those who criticize the coverage haven’t heard of The Kansas City Museum and the efforts they’ve put into preserving this important history for our city.

Some might say this sounds a little over the top, and it might be. But, year after year, women and men from all over the city and beyond come to Zona Rosa to thank the development for preserving the history of The Kansas City Fairy Princess. To them she’s not just a pretty young woman who visits with children, but a relic of the city and a beloved reminder of past Christmases

Nov
16 ^th

Kansas City Star is Missing Out

Posted by Megan Neher —

The Kansas City Star is overlooking an important industry in its business coverage: residential real estate. I see coverage from time to time regarding commercial developments, but what about residential real estate?

I’m from Kansas City and grew up reading The Kansas City Star. I majored in journalism and worked as a newspaper reporter for five years before getting enticed by the world of public relations. I lived in Phoenix, Arizona where – as you can imagine – residential real estate news makes the front page on a weekly basis.

As a full time working professional, I read the business section with particular interest, but I’m dissatisfied by the constant corporate coverage. I would assume that there is only a small percentage of your readers who are interested in daily business news concerning labor, banking, telecommunications, agribusiness, technology and legal industries, but that most of these readers are homeowners.

A common topic of interest seems to be residential real estate – whether you own your own business, just moved to town, have lived in the same home for 50 years or are unemployed. It’s the one topic that is of common interest across all industries and reader demographics. (Now, to be fair, I have to confess that I have a real estate company as a client, so I’m especially in tuned with this coverage.)

And, I’m not talking about the New Home section. I understand that this special advertising section. Nor, am I talking about Sunday’s House & Home section, which is a feature section about home decorating and home styles. What I think is missing is the business news coverage of real estate.

At all times residential real estate should be a big story, but there’s no more important time than now with the recent mortgage crisis leading to many of our ecomonic problems. In fact, it’s common for many big daily newspapers, such as The Arizona Republic and the Las Vegas Sun do full section special reports annually on residential real estate.

As far as I can tell, there is not a reporter assigned to cover residential real estate – The Star and of course with the recent layoffs I highly doubt they’ll be doing any hiring. This has been an issue I’ve discussed with the Star’s editors for many years.

General story topics that are of interest to the typical reader might be:

• Where are the city’s best home values? Are new and resale homes in the outskirts of the city (Gardner, Smithville, Blue Springs, Lee’s Summit) still listing at good prices?

• Which cities offer tax rebates for homeowners? I know Bonner Springs does, do others? How is it working?

• Lake homes, such as Lake Quivira and Lake Lotawana have varied home prices. I know the homes are expensive on the lakes, but they also vary greatly from one house to the next. For example, a $180,000 homes sit next door to $600,000 homes. And, the land of these homes usually makes up about 50 percent of the home’s value – not a typical percentage for most homes.

• Where are new KC residents drawn? I just talked to a woman and her husband who moved here from California and only looked on the Plaza and Mission Hills. I was surprised.

• Are families moving to Kansas City, Missouri despite the bad reputation of the school districts? I hear they are, which in turn is improving the districts.

• Luxury homes sit on the market for months because of the low demand in this area. How do Realtors market these high priced homes?

• Where are homebuyers bidding for homes and ultimately offering more for the home than the asking value – and is this still happening anywhere now that market is down? How do you handle this situation as a buyer or as a seller?

• Kansas City, Kansas development is a big story and will continue to be one. What about the homes over there? Bonner, Basehor, Edwardsville are platting land as fast as they can to prepare for the demand of homeowners – with most of these cities planning to double in size in the coming years.

• Many real estate agents specialize in HUD foreclosures and are selling most of these properties to investors – either people wanted to fix up the home to sell or use it as a rental property. How does this business work? Who can bid on these auctions? Can you get a good deal?

• Renovations that pay – What can the average homeowner do to their home to increase its value? Do local remodeling companies have appraisal information to share with customers?

• Homeownership as an investment. I just met a young couple who bought a home in Waldo two years ago for $130,000. They just had it reappraised this year for $170,000 so they could get a home equity loan to remodel the kitchen. But, with the recent mortgage news, they’re tentative.

• Rural living in Smithville area is getting more popular. A new development is under construction featuring two-acre lots priced up to $110,000.

• Who is using the federal tax credits available to buyers? Do agents know how to market those to buyers struggling to come up with the money?

Anyway, you get the idea… And, I have many more story ideas where these came from.

I enjoy reading The Kansas City Star and will continue to do so, but I’m shocked that for the past five years that I’ve lived here, I think I can count on both hands the number of locally written residential real estate stories. I hope one day they will wake up and smell the coffee.

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