The 26-Hour Day

We devour books, movies, get addicted to TV shows, consume blogs, and online media. Why? because we love a good story. We want to escape, imagine, learn, hope, aspire.

As a business owner, we want to be a part of that consumption i.e. the conversation. We want our videos to go viral, and our visits to skyrocket. As restaurants, wineries, hotels, resort properties, we want media and influencers to visit our properties and “write about us”. This is an excellent tactic,  yes, but have you taken it one step further? Have you given thought to your story? What makes you interesting, educational, inspirational? How can you appeal to your audience (writers, journalists, bloggers, community members, stakeholders and employees) and engage in positive conversation about you?

Craft and tell your story (ies). In PR speak we call this key messaging. I prefer storytelling.

1. Find your story: Ever do a retreat, attend a conference, get out of town and just step in a new world? This is a must. I attended Counselors’ Academy for the first time in 2009. It’s a conference for PR agency owners and CEO’s but that doesn’t’ matter here to you. I was in a brand new environment, with all new people. At every introduction, I was telling my story without realizing it. As I progressed, I refined it based on the feedback I was getting. “I run an small PR firm in Sandpoint Idaho and work with clients in the outdoor recreation and lifestyle industry yadda yadda yadda.” CEO’s of global firms were envious. Everyone seemed to love what I was doing. I thought, really? me? what? Because it’s my every day. it’s what I know so it must be boring and humdrum. Not true. step away from it and write your story.
2. Please, make it interesting to others. Don’t forget to use the why-should-I-care filter. ( The “I” being your audience of course). For example, you might think you’re new state-of-the-art reservations software is exciting, after all it’s going to make your business more efficient and your life much better (ideally),  but you know your audience won’t care, right? If you’re not sure, test it in your social and professional circles. Just like I did unwittingly in Step 1.
3. Benefit – whats in it for me syndrome – does your story have a moral, does it teach, does it inspire? It should do at least one of the above.
   • Educational story – what can you teach potential customers and clients. If you are a winery, you teach them different things about wine making or wine appreciation. If you are a restaurant, you teach them seasonal cooking techniques, or how to cook using local ingredients, if you are a real estate community, you can teach them about new regulations in lending. tell them how to protect their home from pests or natural disasters. Educate your audience so they become more knowledgeable and purchase more of your product.
   • Inspirational story - maybe it’s a great story on where you got to be where you are today. We all want to be inspired, to feel hope. If you have something neat to share with us, we want to do business with you. We want to be associated with your brand and we want to share your story. I can’t really tell your for sure why this is, maybe we just hope it will rub off!!

Then share the story with journalists, bloggers, your facebook and twitter audience, perhaps it’s for your YouTube channel, or your blog. The distribution channels are endless, but that’s a topic for another time.

In the end, we all love a good story. When I see my husband at the end of the day, instead of, “how was your day?”, he says, “tell me a good story.”

The End

I’d love to know what you think. anything to add?

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I just returned from the Travel Bloggers’ Exchange Conference (TBEX) in NYC. I learned a lot of things and met a lot of great people in both travel writing and PR. At the “Working with PR” panel, it was eye-opening to discover that many bloggers don’t understand the role of PR. I was dismayed, however, to discover that many are loathe to work with PR. I would venture to say that they, too, don’t understand the role of PR. Or let me rephrase: they don’t understand what the role of PR should be.

The relationship between a blogger and PR pro can be a beautiful and mutually productive one. Travel bloggers/writers, please don’t feel like you have to go wash after you’ve worked with us.

Our relationship should be one of collaboration; an understanding of each others goals, and how we can help each other to achieve them. You want to travel and tell stories of the places and people. We want to encourage that. We have destinations and products that can help create experiences. You have a dysfunctional business model. If you are trying to generate revenue, you can’t possibly afford to experience everything you write about it if you had to cover all your expenses. We can help bridge that gap.

The truth of the matter is, there are good writers/bloggers and there are bad writers/ bloggers. There are good PR reps, and there are lame PR reps. Our jobs are to scope each other out and make sure we are each dealing with the “good” and not the “bad”.

PR and writers having fun together

I’ve created this Good PR/Good Blogger Manifesto aka The Eight Step Program to a loving PR/blogger relationship:

1. Understand Each Others Goals Part 1: (understanding travel writers’ goals) In the Saturday morning TBEX10 panel, Travel Writing: Upping Your Game, travel, writers Don George and Alison Stein Wellner said that good travel writing is not about recounting the situation, it’s about telling the story. Your goal is to weave a story, a lesson. My role as PR is to facilitate that, and get out of the way. We’ll establish that in our initial communication. How can I help you find your story? I’ll point you in the right direction, or set up an introduction, and then I’ll get lost.
2. Understand Each Others Goals Part 2: (understanding PR’s goals) I have to show my clients the value. This will never go away. I’m guessing this is why some of you hate us; because you are an artiste and are opposed to defending your worth. I understand that. But you are also a business, and my clients are a business. So we have to “sink to this level” and make sure we’re a fit. If you are contacting me, I need help understanding who you are and who your audience is. Just like I do my research before I pitch you, please do yours and let me know that this indeed can be mutually beneficial.
3. Research before Reach-out: If I’m contacting you, it’s because I’ve been following you and I’ve done the research. I enjoy your stories and I think my client might have something interesting to offer you and your readers. Rene Mack with Weber Shandwick said it. “We are not trying to reach an audience of a million people.” We are trying to reach an audience of 10 who will take action based on your stories, then tell their stories to ten others, and so on and so on. (wait, isn’t that a shampoo commercial?)
4. Just say no to Group Fams: I know you hate them. I do too.  If I wouldn’t want to go on the trip, why would you? Where’s the story in THAT? the reader doesn’t want to hear about how the OTHER journalist on the bus spilled his coffee all over your lap ruining the day and all the museum tours for you.
5. Spam sucks: A good PR person promises to never spam and mass email lame press releases. I do send pitches out, and news updates. It’s a great way to keep in touch, and I do my best to make sure they fit. I won’t send you, the sustainable travel blogger a pitch on an ATV tour. I might, however, send you something about refillable wine bottles. I don’t expect you to act on every one of my updates/pitches. HIT THE FREAKING DELETE BUTTON AND MOVE ON. sheesh.
6. PR does not control the story: I never require visiting writers to write about something specific. I know, and my client knows, we don’t control the story. We trust you won’t take advantage of us because we’ve had lots of communication prior to your arrival. Of course you wouldn’t accept our offerings if you knew it wasn’t a fit for your audience. If you have a negative experience, we know you will write about it. That’s the risk we take.
7. We Love What We Do: the good writers and the good PR people just love what we do. I am passionate about my clients, you are passionate about your outlet (blog, podcast, etc). I swear, I am not a cheeseball talking head. I am a normal, fun person to work with. I get to make new friends, and share with them destinations and products that I truly believe in. I get to meet you for wine, coffee, a bike ride, or a ski day. I introduce you to people you might find interesting. I listen to your needs and plan appropriately.
8. You; appreciate it by being a friend back (ok, well, we’re not ALL going to be friends), and sharing your stories with your audience (the good and the bad). You don’t ask me to be your babysitter or your concierge. I know you can look up the weather yourself. I also know you know how to use google maps.

If we have a deal, sign on the dotted line, and let me help you create great content.

Lisa

Do we need to anything to the list?

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Grove Park Inn – site of Counselors Academy 2010

How do you spark the passion and fall in love again? Well, many couples might take a second honeymoon or romantic retreat. And what about in our work lives? Don’t we need some sort of romantic retreat with our careers? I’m referring to a working, creative and transformational break surrounded by industry peers, away from our co-workers, employees and clients. When is the last time you hit the reset button in your business?

I just did. I am energized and excited to hop back into things with a fresh perspective, new ideas and an amazing support group with whom to do it.

For me, my professional getaway is Counselors Academy. This is my second year attending. A chapter of the Public Relations Society of America, the 3-day conference is intended for CEO’s and owners of PR Agencies. The sessions and conversations are centered around the business side of running an agency. For you, your professional vacation is, (fill in the blank with your industry specific event).

I had so many excuses not to do something like this for myself.

Its expensive, I’m too busy to spend that much time away from the office. It’s a risk. How do I know this is going to be worth my time and money?

As I learned from Michael Gerber in his book the e-Myth Mastery,  it was time for me to stop being a technician and put on my entrepreneur hat.

And now, I have seen the light. I have drunk the kool-aid. Here is what I learned on my professional vacation:

• I can do this. I’m not afraid to admit that when I hit a bump in the road, I can feel pretty tempted by that barrista job at the local coffeehouse. I became inspired by peers in my industry and what they are accomplishing. Yes, in another room, at another time, “peers in my industry” would mean competitors, but that’s not the case in this environment.
• Think about throwing a cocktail party: Design and build a culture into your business. Don’t let it happen by default. Surround yourself with clients and employees you enjoy working with and who bring value to the conversation.  Tom Gable of Gable PR suggested that we think of our business much like we would think of throwing a cocktail party. Great concept – I plan the guest list, the menu, the theme, the decor all around a desired level of engagement I’d like to achieve.
• Learn from the ones ahead of me, mentor the ones behind me. wow. Elise Mitchell blew the crowd away when she shared her experience growing her agency. I learned a ton from her, but there is one thing in particular I’d like to share here: I will never again be hesitant to impose on people smarter than I for advice. We all need it from those with more experience than we have. But how can I repay them? By being successful and paying it forward.

Now I have work to do, visions to clarify, plans to develop and actions to implement. How do you renew the passion for what you do?

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Luxury sport utility vehicles loaded with three thousand dollar mountain bikes pulled into Phil’s Trailhead outside of Bend, Oregon as we geared up for our ride one early May Friday morning. As I looked around, I couldn’t help but wonder what all this mountain bike tourism would do for my own town, Sandpoint, Idaho.

Managed properly, tourism is a very eco-friendly industry on which to hang your economic development hat. I benefit directly from it, and I’d be hard pressed to find anyone in this community who wouldn’t be affected if tourism went away altogether.

Managed properly. That means having a plan, and clarifying the brand. The brand is the product and the overall experience. It is not a logo and a tagline. The brand is how we are perceived by our visitors. We can try to put makeup on it (logo and tagline) by people tend to be resistant to the influence of marketing language. Our visitors are going to think what they want once they come and experience it.

So let’s develop the product, the infrastructure, the experience. Let’s give our visitors exactly what they want.

What type of destination are we? Everyone will have different opinions on what a particular destination is (art, outdoor recreation, mountain biking, skiing, semi-retirement ….) because we are many things to many people. No single tagline will be able to capture that. Our job as a tourist destination is to make it easy for a visitor to come and experience their personal experience.

Back to my mountain biking example: Look at Moab, Fruita, Durango, Bend. I am not aware of a logo, a tagline, or a commercial for any of these towns. Who knows? Maybe they have one, but it doesn’t have any influence over my travel decision. If you don’t mountain bike, you may not have heard of them. And that’s ok. Anyone who does, has. And we all spend our working lives plotting our next trip to these destinations. Why? Simply because they have exactly what we want: great trails with beautiful scenery, a few good restaurants and bars, a good bike shop(s) to help us with local info and supplies, and other shopping and entertainment. I will spend my money in all those places. (Contrary to what many think, mountain bikers have cash to spend, thus my observation earlier at the trailhead)

Build trails, and people will come. Map them, get the word out, invite the media, collaborate with the bike shops and the local businesses. People will come. Get sponsorship money, build more trails and related amenities. More people come. Hotels will see their bicycle occupancy increase, and they will do more to accommodate this audience. More businesses will move to the area to cater to the audience. Even more people will come.

The experience will continue to improve. Visitors will go home and post their pictures on their social media networks. We’ll be sure and make it easy for them to post them on our social network pages. More people will come.

Now that is great branding and it brings tears to my eyes. Apply this technique to the other categories listed above and repeat. Help manage the logo population.

Technorati Tags: tourism, National Tourism Week, mountain biking, Sandpoint, Idaho, Moab, Fruita, Bend, Durango, branding

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It’s happening right now. People you have never met are reviewing your business online. Are you aware of what they are saying? and do you realize how many people are making decisions whether or not to patronize your business based on these very reviews?

As I write this, I’m on a flight home from Oklahoma City where I spent five days as a visitor and a guest at a wedding in the small town of El Reno, 40 minutes west of the city. I was not only a tourist, but I also needed services and goods while there. I needed a 24-hour dry cleaner in a small town, a men’s dress shirt, tennis rackets, public tennis courts, a great breakfast suggestion and a non-chain, neighborhood dinner in the city. I wanted to break out of the barrier that keeps tourists in one area and the locals in another. I wanted to find the authentic place.

I am your customer. And there are millions just like me.

I found everything I needed through the travel app yelp on my iPhone along with my GPS system in my car. (others use foursquare, TripAdvisor, gowalla and urbanspoon) I didn’t look at any print ads in any magazines, and i did not crack open a tour book. If you are not present on these apps, you are seriously missing the boat. And when I say you, I mean you. My friends who own a second home in Sandpoint used yelp to find a plumber, someone to repair the tile in their shower and a place to take their kids on a rainy day.

What does this mean for you, the business owner? I know many of you are pushing back on the idea of having a presence on facebook and twitter because you fear the amount of time it will take. And you’re right. It takes a lot of time to create a presence and attract your customers. If nothing else, you should be on these location-based social sites. Go where your customers already are, where they are talking about you and engage in that conversation.

Five things you should be doing (or rather, four things you should be doing and one you shouldn’t be doing)

1. Set up your page: Go to each of these sites and search for your business. There are likely already reviews of your business on there. Unlock your page by clicking on is this your business? and set up your page with a complete description. Include any specials, weekly happenings. Upload photos. Keep it updated regularly.
2. Respond to reviews: Publicly or privately. This is your opportunity to switch negative reviews around. Offer them an apology, and a return invitation, perhaps even a gift card or complimentary item depending on the gravity of the situation. If you respond to it, your prospective customers will see it and understand. Things happen. Learn from the feedback.
3. Encourage reviews from your loyal customers: Use your email database, in-store interactions, your facebook fan page and your website to encourage customers to review. Be sure and include a link straight to the page. Make it as easy as possible. The more reviews you have, the better it makes you look.
4. Learn from all this valuable data: You can now track traffic to your business page and learn all about your customers. When you have enough positive reviews, you’ll receive badges you can post on your website.
5. Don’t be a poser!!! Whatever you do, do not pretend to be a customer and post reviews on your own business. This is so totally uncool and you will be caught. And it will be embarrassing.

From a consumer perspective, we are in love with these sites because it allows us to better research where we want to spend our hard-earned dollars. From a business owner perpective, you should love these sites because it easily, allows you access to your customer base. for free. I’m sorry Yellow Pages and tour books, I’m not sure if we need you anymore.

What did I leave out? What other sites and apps do you use to find businesses?

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