Hostetler Public Relations

Dump the Jargon: Communicate Simply in 2014

January 21, 2014 By Rae Hostetler

It’s no secret I am not a fan of jargon!

Our corporate Hostetler Public Relations website even has images all over it to poke fun at public relations jargon. Since we’ve come up with those images and corny phrases, many more words and phrases have come into play in the professional communications and business word set. Can we all just say what we mean?

In a new poll of more than 500 marketing professionals, “synergy” tops the list of their most despised buzzwords, beating out “viral” (one of my most despised) and “best-in-class.” The poll is part of Webmarketing123′s 2013 State of Digital Marketing survey.

A recent Wall Street Journal article cites CEOs and the words they want to see go. Love it! Here are a few more.

Solution-Everyone has one no matter what industry, product or service their organization provides. This has been one of my long-time words on the do not use list. Find a better word.
Content Management-This is a term made up by marketers. It’s something us PR professionals have been managing for years—a client’s message. I researched the term to find out where it originated. I discovered it’s actually and IT term. It makes more sense in that profession.
Hashtag – I hear this term used in every day sentences. It’s a Twitter term. Let’s keep it where it belongs.
Offline – During meetings I hear people say, “Let’s talk about this offline.” Ummm… we’re in a meeting, not on the internet. That’s what I always hear in my head. How about, let’s talk about this later?
Viral – I know what it means in the business sense, but ICK! Viral means getting sick. I thought we want to communicate online and share the message without getting people sick.
Reach Out – I always see someone literally reaching out for me with their hands instead of just contacting me when this term is used.
Out of the Box–Another great image and another bad use of jargon. How about using new idea instead?

Over the years I’ve worked with several clients to help them understand they’re often using their own business terms to try to explain and/or sell a produce or service. As a result, people are confused, frustrated and simply not happy. So here’s my resolution in the New Year: communicate simply. I hope you’ll join me.

Are you DIY’ing public relations in your Indianapolis company? Why?

October 17, 2013 By Rae Hostetler

2014 is coming! Yep, it’s true we’re 60-plus a few days until the New Year. It’s that magical date when business starts new in Indianapolis–with new budgets, goals and ROI measurements. Are you prepared?

In our work with mid-market business leaders and non-profit leaders, many are thinking about what they need to continue business growth in 2014. The New Year is a time when they put plans and ideas on paper. They get excited thinking they can DIY their communications in the New Year. About 30 to 60 days in, the plan starts to fall apart. Business is brisk and communications initiatives fall to the bottom of the “to do” list by February.

It happens to all of us. Heck, it happens to me! I have prospects that confessed these truths and then turned client. It’s ok to throw up that white flag and call for marketing/communications reinforcements. It’s easy to say I can find time to do this, but often hard to admit that someone else can do it better, stronger and faster.

I recently compared this notion to home fixes with a new client. Yes, my husband and I know how to paint a wall, but we have a great painter who does it so much better than we can. This is a guy who doesn’t even need to tape his lines at the baseboards and trim. His hand is so steady the line is perfectly straight and beautiful. No way I could do it that well!

Convinced and ready to talk to a professional? I encourage you to ask yourself the following questions–think hard about them. Then call me. If we’re not a good fit, I’ve got a lot of great connections around town and would be happy to find the best fit for your business.

How do I want to grow my business in the New Year?
Who’s my target market? Name companies and people!
Where will I find these business leaders or consumers? Where do these people hang out? (PR practitioners can help with this question.)
How far out do I need to plan my prospecting on the calendar to generate business leads and phone calls?
What’s my story? Can everyone in my company share the same story, well?
What tools am I going to use to attract these people so they know who I am, what I stand for and to call me!?

The best first conversations I have with new clients happen when the business leader can solidly answer these questions. They know their business initiatives and see their future clearly. Why is this important to me and fellow public relations professionals? With a firm business directive, we recommend public relations strategies to communicate your image and work alongside your staff to drive business where you want it to be–together.

Indianapolis public relations: Working with the media a harsh new reality

September 11, 2013 By Rae Hostetler

I have been working professionally in Indianapolis public relations since the early 1990s. A lot has changed in my work with the media. I hear clients say, boy my paper is thin. The next breath is the question: Why am I not included in this article?

The following is a reality check for all of us, including me. I am fortunate that I’ve created some great relationships with reporters over the years. They are really great people who work hard with less every day. During recent discussions with several reporters, here’s what they’ve had to say:

200 email pitches a day: Yes, that’s right—200! Think about your inbox for a second. You work hard to get back to everyone and keep it cleaned out. (Honestly it’s a personal goal of mine to keep a clean inbox in 2013.) So when you wonder why you don’t hear back from a reporter, chances are you are probably down, down, down deep in their inbox.

Beats that include everything but the kitchen sink: Reporters are asked to cover large geographic territories these days. Think of the Indianapolis Business Journal’s North of 96^th. Andrea Davis works the following communities: Zionsville, Carmel, Westfield, Fishers, Noblesville. She depends on people to keep her updated on what’s making news. That doesn’t always mean you’ll be in the news today. It means you’re on her radar. Be patient. She’s a thinker. She’ll figure out how to use you as a source or resource.

Multiple platforms are a must: I remember the old days in Indianapolis media relations. There was a morning and an afternoon newspaper and lots of print media along with radio/tv. Reporters took a lot of time and did due diligence on every story. Those days are gone. It’s about Twitter, Facebook and getting information onto the website now. I see typos and misspellings due to the rush. The newspaper is not the place to get the news of the day anymore. Sad but true.

Time is at a minimum: This means if you promise a reporter a byline, interview or piece of information—get it right the first time. These professionals are doing so much with so little in their daily work, they have no patience for sources that cannot get it right the first time. Sounds harsh, but it’s true. You will be black balled from their list of contacts for future interviews and discussions.

Ask yourself: why would this person care about me? Another harsh truth—unless you are part of a trend, offer something sexy or fit the story they have to turn in within an hour, they don’t. Sometimes it’s better to send a quick introduction and offer yourself as a source or resource when the time is right. Give your cell number. The day you get the call—call back within minutes. Again—time is at a minimum. You can’t wait til tomorrow to return a media call when the reporter’s deadline is right now.

Here’s the reality. If you really, really want to work with reporters, find a good public relations firm or practitioner who can walk you through the ins and the outs. We’re the professionals who know these reporters personally and professionally. We know what reporters want, when they want it and how to deliver the information. You’ll be respected and become a resource long into the future.

The impact of internal communications on marketing success

July 30, 2013 By Rae Hostetler

I have a business partner who is one of the best internal communications public relations practitioners in the city of Indianapolis. Over the years we’ve worked on many, many client projects together. Since my practice focuses on external communications, I just like being around her. I’ve been able to soak up some great tips and techniques in communications for employees.

Honestly, to most mid-sized business owners (my pr firm’s focus), some of the ideas she presents sound soft. Most CEOs and owners want dramatic results. They’re looking for the silver bullet. Here’s the bottom line: if your employees don’t know your vision, your marketing outreach—why are they going to help you get those dramatic results? How can they get onboard and talk up the company if they don’t have any idea what’s happening. Drop those preconceived notions and start talking to the staff. You’ll get results.

Here’s the latest true tale….

For the past two years Hostetler Public Relations has worked with a local business owner who’s been in the marketplace for 30 plus years. He made his business in the 80s and 90s with traditional print , radio and television advertising. It’s been his go-to request in our planning.

Our team know that communications tools have shifted and changed. This client’s industry still needs traditional advertising, but smart companies and their pr agencies are using web tools. We’ve recommended many times that his employees (he’s got about 40 of them who work with customers) need to hear and know what marketing tools we’re using so they can act as a walking-talking mouth piece. Everyone agreed it needed to happened, but fell a bit lower in priority due to rebranding and other initiatives. (Shame on us for not pushing more.)

Last week, we held an all staff meeting. My client gave me the floor. I outlined their marketing/communications program in a fun, easy to understand, interactive presentation. I asked for ideas (got some great ones) and talked about our online outreach: social media, website development, social media, email newsletters, and further developing marketing measurement tools.

Here’s what happened next…

Since that meeting, just days ago:

The company’s floundering social media pages have hit pay dirt with about 100 more followers/likes—in just days!
Social media reach has increased dramatically as a result.
Website traffic is increasing.
Company reps are talking up key initiatives with customers (now they know them!).

Bottom line… these employees are involved and driving company communications and subsequent revenue.

What did it cost to move that needle? A company meeting to drive employee engagement. Going forward—the company will keep updating team members with a centralized bulletin board and discussion at staff meetings.

As my client says: “It’s all good stuff!”