In 2011, Michigan’s Troy Library was unexpectedly launched into national (and international) spotlight. Their story brought new meaning to “if you can’t beat ‘em, join ‘em” and their campaign remains an example of how to change conversation on an issue.
Troy Library was about to close their doors for good, unless they could raise money. So, they requested a small tax increase from the community. Unfortunately for them, an anti-tax group opposed any funds going to the library, and overshadowed the issue with tax talk. The library needed to shift the conversation from taxes back to the library.
How they shifted the conversation is what I found thought-provoking and inspiring as a publicist. Often, we are constrained by small to nonexistent budgets for marketing ideas; as Troy Library shows, a creative idea doesn’t need to break the bank:
A few strategic reminders for publicists, courtesy of Troy Library:
Budget doesn’t indicate newsworthiness. A good idea is, well, just that. Don’t underestimate the power of a grassroots campaign, a Facebook page, and a couple lawn signs.
Don’t let the opposition define you or your cause. Find a way to be heard above all the noise.
Take risks. Permission from the client on messaging is obvious and necessary. Provide an array of risky ideas to choose from.
“A vote against the library is like a vote to burn books.” At the end of the day, this message soared higher than any tax issue. Cheers to being creative!
At The Abbi Agency we have weekly staff meetings where each employee trades off doing “Abbi Ignites.” An Abbi Ignite is a mini version of Ignite Reno: each employee gets 5 minutes to teach the rest of the staff something of value. Last week, Krystal Tingle gave her Ignite about how to be nimble in PR. I was so inspired by it I decided to make an infographic illustrating her points. Click on the image below to see the PDF version.
Welcome to the second installment of The Purse Chronicles! This month we are taking you into the world of Bridget Veltri’s Grey Marc Jacobs “ritzy hobo” satchel. There is no way Bridget could fit her full life in one purse, but she somehow makes do with this roomy chic number. The contents of this purse vary from lady-like (you never know what event might happen after work) to business-like (the random items that get this gal through a work day). You will see that Bridget’s purse is well prepared to get her through any obstacles a day may present.
Benefit Make Up Bag: Because sometimes a little lipstick and gloss make you pitch better.
Floss and Wisps: White teeth = successful meet and greets.
Engraved business card holder: A college graduation gift.
E-Mergen-C and Ziacam: No time to get sick.
Apple: Hey, a girl’s gotta eat.
Lint roller: Two dogs at home, things can get a little hairy.
iPhone: Everyone has their lifeline.
Q-tips: The better to hear reporters calling.
Car Keys: I’ve had one of these key chains since high school.
Purple Wallet: I’ve always had bright purple or pink wallets.
Green quilted carry case: My aunt made it; it holds my checks (yes I still write checks).
November is a reminder to me to give thanks, and I have so much to be thankful for. Personally and professionally. Since this is a work blog, I will (obviously) focus my thanks on the professional. The smallest action can make a cloudy day bright, so no action goes unnoticed! In no particular order, here are some of the things that I’m grateful for in the PR world.
When reporters use me as a source, and contact ME for news. (I always have something for them, of course).
When the stars align, and I found the perfect spot for a client in a publication!
(Being paid to) talk on the phone, attend events and read magazines.
When the anchor reads a line straight out of the pitch you wrote. Kudos to cleverness.
Getting to write reporters a thank-you note for a placement. I love showing appreciation (I also love that they wrote about my client).
Because we deal with a variety of clients, we have the opportunity to know a little about a lot of different things.
Getting to watch my clients’ businesses grow as a result of media attention. I love when clients report back to me saying that someone came and mentioned that they read about them in the paper.
Reporters that write/ call me back (resulting in a seated happy dance at my desk). This includes callbacks that turn down a story…hey, that can lead to a discovery call.
That I get to work “with” my colleagues, not against them (no mean girls here).
The fact that no day, good or bad, is ever the same.