Rae Hostetler

Earlier this month, I conducted a workshop on public relations messaging for professionals at our local co-working space. When considering how to make the session engaging, I spent time researching, reading and thinking about how others approach the topic. Here are my key takeaways from the preparation and the session worth considering if your company is struggling with the message behind your brand.

When people say brand, you say…
Many professionals think of brand in terms of what a logo looks like. Really what the logo says is the message the company is working to brand. For example, in 2004 Dove wanted to rebrand itself. Instead of simply refreshing the logo, the firm working with Dove professionals conducted research querying about 3,000 women in 10 countries. Only 2% of respondents said they would call themselves beautiful. Dove’s communications and advertising now depict real women of all shapes, sizes, and ages because Dove wants to convey its product is for all women. The company did research, made a discovery and developed its message that’s a thread in its marketing communications.

A,E,I,O,U make the message…
In the English language, we simply have no words without vowels, right? In public relations there’s no communication without the message. Here’s what goes into the messaging mix as you consider how to convey your company’s brand.

 

 

 

 

 

Use research…
Whether formal or informal, the people around you have different views of your product or service than you do. Often they have great insight and ideas. Have you ever asked them for feedback? Our team has worked with clients of all shapes and sizes to interview staff, clients, vendors and others close to the company to hear what they think. That information creates the message and the communications strategy.

Keep it simple…
Company jargon only turns potential customers away. Everyone has a solution to solve a problem. Many companies use their industry words and phrases to attract prospects forgetting people may or may not know the lingo. Be sure to keep words simple yet on balance with industry vocabulary.

Share it…
I recently spoke with an industry colleague charged with working on a website project. He admitted as he wrote copy, leadership at his company gave feedback with different words, approaches and phrases. Starting with one messaging document and ensuring everyone in leadership understands the why behind it streamlines a project. Would you build a house without a blueprint? So why create public relations and communications without a messaging master plan?

Wondering how to get started? Call us and let’s talk more. We’d love to hear from you.

It’s been a long time since I worked in an official office. Nearly 20 years ago, when I ventured out on my own, I discovered real productivity. Today I read an article in Inc. that confirmed my work from home bias. It talks about offices and the lack of worker productivity. Yes, I truly believe those of us who work from a home office get more done. Others must agree. A 2015 Bureau of Labor Statistics study reveals 25 percent of all workers did some or all of their work from home.

For years I’ve heard my office-worker friends tell me why they couldn’t do what I do and work from home. Decades later many now understand I’m not a pajama-wearing pro with my feet up all day. Here’s what they say and I know to be true.

If I stayed home to work, I’d just do laundry. Heck no! Years ago my youngest son, who was very into super heroes at the time, asked me, “Who’s your arch enemy?” My answer: laundry. It just never stops. So why in the world would I want to spend my day managing laundry? I don’t even like laundry on weekends. Not to mention, client work comes with deadlines. There’s simply not time to fluff and fold.

If I stayed home to work, I’d be lonely. Ok. Good point, but regular emails, texts, phone calls and conference call meetings create social interactions. And with the advent of co-working spaces that removes the barrier. In Indianapolis, our cities and towns have great places for the “gig worker” to go and network, work and do meetings. In Zionsville, we’re lucky to have zWORKs. The team running it is wonderful and the members are innovative. It has turned into an economic stimulator for our town. There are member events on a regular basis. Plus over the years I’ve discovered a fantastic team of other gig workers who I’m proud to call my team. We email, text and talk about projects, families and vacations. And the icing on the cake, I’ve got a great group of friends who keep me busy.

If I stayed at home to work, people wouldn’t take me seriously. Well that’s seriously too bad for those people (if that sounds harsh, sorry). When I started my business, I was one of few. The phrase ‘gig worker’ would be coined many years later. Those of us who run our own businesses take it seriously. We keep up on trends and techniques by reading, innovating and doing. We meet people in our communities through constant networking. We get involved in civic and community events. We know what’s happening. I feel much more in the know now than I ever did working at a company, which was an insular experience. I’m serious about my work and appreciate working with people who understand it doesn’t matter where you work but instead the work you produce to support their goals.

If I stayed at home, I wouldn’t focus. Quite the opposite. I’m so focused during the day, I often have to force myself to push away from the desk to take a break. Over the years I’ve developed a system for each client’s custom public relations plan, which are documented telling us what we need to do to succeed. And the PR plans are regularly reviewed with updates. Periodic dashboards keep us accountable to the client’s goals. Bottom line, we have deadlines and no work means no pay. That makes a person focus.

If I worked at home, I’d have no work-life separation. This one takes true discipline. When I started 20 years ago, there were no smart phones, laptops and tablets. People couldn’t reach each other at all hours of the day. That might be why from day one I decided to keep regular business hours (8 a.m. to 5 p.m.). My office door shuts. In the evening, I do my best to put down the phone, not look at email and stop texting clients. I even asked one client who tends to call late in the evening if he expected me to answer. I wanted to be sure. His reply, “Oh don’t answer. When I’m leaving an event I often have some ideas. I just want to share those before I forget.”

If I worked for myself, I’d never take a vacation. I really hope that’s not true. Vacations mean time to make memories with family and friends. They are an invaluable time to pause, unwind and allow our brains to renew. I always come back energized with new ideas. I often say I declutter my brain during vacation. Not to mention with the advent of smart phones and tablets, it’s easy to be in touch if an emergency happens while you’re away. Just take a look at the photo posted here from a recent trip to the Virgin Islands. Who wouldn’t destress looking at this view!