Outlook 2021 – #1 in a series for Realtors, Commercial Brokers and Delivery Services

A crisis can be clarifying – be the leader.

What a customer is thinking when they see this sign:
And? What are you offering me if you are closed? Delivery? Good health or thanks? Tell me what’s next – do not waste this opportunity to communicate!

Does it seem like too much of corporate America is just stuck?  Still telling us they are trying and how hard it is for them? 

I keep waiting for some company to grab this opportunity by the throat and take advantage of the huge opportunities right in front of them.

During this quarantine and all that this virus has brought with it – marketers have a first-row seat to guide clients and their organization on how to flip this whole narrative on its back and taking over as a leader of what is to come.

Like what for instance?  Here are three quick ideas for 3 industries… more to come in future blogs.

Realtors – the paradigm has shifted, again.  With full-time in-home living and time to analyze and talk about future needs… here are some conclusions buyers are coming to:

  • Families are looking for new homes that have features previously considered to be for retirees.  As one parent of 3 elementary school children told me “if we have learned one thing during this quarantine our retirement is going to look a lot like this, minus the kids.  Our dream house is starting to look like our yesterday home.  We are thinking of a whole new way of living, and that to us means a house we can grow old in.”
  • Professionals are realizing work from home is absolutely their future, and the 9 to 5/Monday through Friday schedule will be gone too.  That means that offices in quiet sections of the home, with doors and a view of the outdoors will be high priorities.  In this case, the office priority might change the open concept mantra, and mean a bigger home.
  • Deliveries will mean adaptations and structural changes too.  Secure delivery areas, maybe even a refrigeration delivery area.  That means technology for notifications and security rise up in the features of the next home for many buyers.

Commercial Real Estate Brokers – you have been selling the same thing with a similar message for decades.  Location and square feet are just not going to be enough anymore.  You need to sell innovation and trust – why should I go to an office or a brick and mortar store when I do not need to?  The shopping experience was gone long before this pandemic and offices have simply not kept up with what the worker wants.

Change your story now.  Tell me why I should want to come to your location- have you updated the air systems to improve air quality?  Have you made it easier or better for me to come to work or shop?  How are you showing me you care if I am here?  For too many years I would have been glad if someone acknowledged I was even in their store – yes this customer matters more than repositioning that mannequin.

Do you know in Asia businessmen want to have offices near their children’s school and near medical facilities – families matter.  What is your location near?  Where is their beauty and nature?  How is your wi-fi and where are places to eat? 

Delivery services – right now you are the most impersonal, personal service possible.  No personalization of what we are ordering or when. From your website to the person who drops off the goods and hauls back to their delivery van – there is a different person every time.  No communication.  You are all looking the same, and more of a necessity than a choice. 

Do you want us to keep using your services?  Then build a connection!  Even a note of thanks in with the delivery, a small sample of something new you sell and some form of uniformity with your drivers and delivery people so you have brand recognition. 

There are much bigger ideas, but these are easy to implement, practically free and the window of opportunity for you is closing.

Big flashing light – use this time to think ahead and use what has been presented. All consumers want the same thing – to think it mattered that they chose your services, chose you as their Realtor or worked/shopped in your location. 

The opportunities are here, they are big, they are a pivot to a new mind set. You are ready for this – you can be the leader instead of a loser.

You Have 20 Seconds …Use These Techniques in 2020

This applies to everything — meeting someone new at an event, a post on social media or a cold call to someone you want to connect with.

If the first 20 seconds of your communication is all about you or your products and services, maybe it’s time for a rethink. Why is that? Why do we consider the opening part of the call to be the most important?

The best advice comes from professionals who do it every single day.  This advice from mtd Sales Training Specialists focuses on sales and how to start off on the right foot. Here’s what they shared about the first 20 seconds of an initial call.

This is outstanding advice whether you are trying to gain the interest of a journalist, a new client, an event producer or anyone who doesn’t yet know why they need you!

Think: What state or frame of mind is my prospect in when I call?

Think: What might they have been doing the moment before they took my call?

Think: What do they need to hear in the first 15 to 20 seconds that will at least make them listen to me for a further 15-20 seconds?

Whatever your answers, I doubt whether they included anything about being pushed towards a product or service they aren’t using at present.

What can you do, then, to lengthen this first call?

Of course, you grab their attention and interest by talking, not about you, but about them or something that can help them.

That first 15-20 seconds is golden time because it can make or break the next few minutes of the call.

You need to make it personal and specific to your market, but it should sound something like this:

“Hi, this is Bill Smith with Acme Widgets. Reason I’m calling is we recently helped a company in the (customer’s) industry increase their sales by 10% while reducing their marketing spend by the same amount. I wanted to see if we might be able to do the same for you.”

Now you’re talking about them. You’re talking about results. You’re asking if those kind of results would interest your prospect

When you talk about results, that is what the buyer would really be interested in.

It makes them curious and allows you to go into more detail as they are intrigued with what this might be about.

Of course, you need to be honest and truthful. Don’t lie about figures just to get an appointment.

You’re setting expectations that can’t be met if you do, and that will only cause more problems in the long run.

Did you notice that you didn’t mention your products or services in that first part of the conversation? It’s not relevant or necessary.

What you need to do is build their interest to know more.

You may have heard about the ‘AIDA’ principle before. That acronym stands for Attention, Interest, Desire, Action.

Many salespeople go straight to their product pitch early on in the call because they are frightened of refusal or they think the product will sell itself. It won’t.

In any type of marketing, it’s important to get the prospect’s attention straight away. Without doing so, you risk the prospect saying they aren’t interested.

As the acronym states, you can’t build interest until you have grabbed attention. If they reply early with ‘I’m not interested’, it’s because you haven’t attracted attention first.

Think about when you go to the cinema. What comes on before the main feature? That’s right, trailers for upcoming attractions.

Filmmakers do that to grab your attention and build your interest for what’s to come. Treat your call like a ‘teaser’ or ‘trailer’ for what’s to come.

Just as you wouldn’t start off on a journey without knowing your end destination, think about what the end destination of your call needs to be. You’ll then realise that the opening of the call is the most important part.

So, talk about results and solutions, not products.

7 spam words to avoid in email marketing (and why)

#4 was the big surprise to me as I read this piece from EMMA the email marketing platform. Below you will see they not only list the spam words that cause your emails to be rejected, but why.

As a marketer, there’s so much on your mind every single day.

Not only do you need to worry about creating content that converts, you need to ensure that your emails are also accessible and GDPR compliant.

And … there’s another concern that all email marketers have: avoiding the email spam folder.

Ending up in the spam folder is basically a waste of the time and effort you expend to put together an awesome email campaign. Not only that, but it can also damage your online reputation. After all, no legitimate company would send spam emails, right?

Actually, it happens more often than you might think. You’ll find that there are many reasons why your emails might end up in your subscribers’ spam folder, but one of the most common is spam words in email.

In this post, we’ll share why certain words can get you tagged as spam and which ones to start avoiding like the plague.

Why certain words can land you in the dreaded spam folder.

The most common place to use spam words in email is in the subject line. However, if you use these words throughout the body of your content, you could still be flagged—especially if you are using other practices that make your emails appear spammy.

Spam filters are a great way for people to protect themselves from unwanted junk email or even harmful emails.

Spam filters definitely have their place. Unfortunately for email marketers, these filters can target emails that aren’t even remotely close to spam.

Spam words in email—even if it’s a perfectly legitimate email that people have signed up for—can land you in the spam folder. These are words commonly used to grab people’s attention and either excite them or scare them into action.

In 2018, three million people reported scams to the Federal Trade Commission. Of those, 25% had been scammed out of money—nearly $1.5 billion (yes, billion) had been lost to scammers.

Both the young and not-so-young were targeted.

Both the young and not-so-young were targeted.

Source: Federal Trade Commission

Scam artists use a variety of means to take money from their victims, including the telephone, snail mail, and email.

Fortunately, email filters have helped to reduce some of the more blatant scammers out there. What’s not so great is that your marketing email can end up stuck in the spam folder with the scammers just because of the words used in the email.

Again, these words are used to entice people into taking action, which is the purpose of email marketing in the first place. However, there’s a way to motivate your audience without sounding like a spambot.


Words you should use carefully, or avoid using at all costs.

Here are our top 7 spam words in email that can get you into trouble. Avoid using them and you’ll not only stay out of your subscribers’ spam folder, you’ll actually improve the overall quality of your email content.

1. Dear Friend

Un-personalized emails are one of the first indicators of spam. You’re probably 99% sure you don’t know who is sending you an email when you receive one that simply says, “hi” or something like “dear friend.”

Even if you sent an email this way and it passed through the spam filter unscathed, that doesn’t mean it’s not a big deal.

Personalization is one of the keys of a successful email marketing campaign. You want each person in your audience to feel like you are writing specifically to them.

First of all, it’s just a courteous, professional thing to do. Second, you have to remember that your audience is always wondering “what’s in it for me.” If you can’t even take the steps to personalize an email, your subscribers are probably going to wonder why they should invest their time, attention, and eventually, their money in your company.

Takeaway: Always use your subscribers’ name if at all possible. Personalization is key.

2. Click here

Another phrase on the list of our top spam words in email is “click here.” When it comes to spam and scams, this phrase is a huge red flag. Millions of people have clicked where they shouldn’t have and ended up with a computer virus or losing money.

But isn’t “click here” a call to action? Yes, it is, but it’s not a call to action you want to use. Instead, use a call to action that tells your subscriber what will happen when they click your call to action button.

  • Pre-order
  • Take our survey
  • Read more
  • Learn more
  • Subscribe
  • Contact us
  • Schedule an appointment.

Takeaway: Calls to action are imperative to the success of your email campaign. However, you want to avoid using the click-bait call to action of “click here” and guide your potential customers to take a specific form of action.

3. Free

The word “free” is completely enticing. After all, who doesn’t love a deal, especially one that results in little-to-no money being laid down?

Unfortunately, this is a word that a lot of spammers tend to use.

This isn’t to say that you can’t use it at all. Using it once or twice in the entire body of your email copy is not a big deal, and it’s a great motivator for your audience.

With this word, remember that a little dash will do. Overwhelm the content of your email with it and you’ll definitely end up in the spam folder.  

Takeaway: If you have a free offer, make sure you don’t go overboard with your use of this word. Use it sparingly and you’ll avoid being tagged as spam.

4. Re: or Fwd:

When you think of spam words in email, you might not think of “Re:” and “Fwd:” because these are actions people actually take with their email on a daily basis.

Source: Pinterest

When you think of spam words in email, you might not think of “Re:” and “Fwd:” because these are actions people actually take with their email on a daily basis. It’s definitely not uncommon to forward a cool email to a friend or reply to an email that someone sent you.

Spammers know this, which is why they use these words so frequently.

“Fwd:” and “Re:” are used so often that when people see an email with this subject line, they almost always automatically open their email.

Avoid using these words unless you’re actually replying to an email conversation with one of your subscribers. Using them simply to increase your open rate is dishonest.

Takeaway: Avoid “Fwd:” and “Re:” unless you’re actually replying to an email from a reader.

5. Great offer

This is another one of those phrases that scammers know people are intrigued by—just as they are with the word “free.”

Again, use these types of phrases as you would salt—sparingly. It is also good to avoid using it in the subject line, just to be safe.

Takeaway: When using anything pertaining to spending money (free, great offer), make sure to lightly sprinkle the words throughout your email. Avoid stuffing the words in your email or using them in the subject line.

6. Guarantee

Who doesn’t love a guarantee, especially if the guarantee is related to getting money back or achieving some fantastic results?

Unfortunately, it’s really difficult to guarantee anything. “Results may vary” may seem cliché but it is the absolute truth.

Scammers know that the word “guarantee” feels like a security blanket to many people, though, so they use it often.

You can avoid false advertising, disappointing your readers, ruining your online reputation, and ending up in the spam folder by avoiding the word “guarantee.”

Takeaway: Can you really guarantee anything? If you’re not 100% positive it’s possible, avoid using this word in your emails.

7. Risk-free

“Risk-free” is often used in conjunction with “guarantee,” especially by spammers and scammers. It conjures similar feelings as the word “guarantee,” which is why it’s one of the most popular spam words in email.

Saying anything is “risk-free” is the same as offering a guarantee to your readers. If you can’t offer that, then don’t say your product/service is risk-free.

Takeaway: “Risk-free” is yet another spam email phrase. If you’re tempted to use it, ask yourself if you can 100% guarantee that what you’re offering is risk-free. If you can’t, don’t add this phrase to your email.

Honorable mentions…

Here are just a few more things to add to your “do not insert” list for future email campaigns.

  • Anything with a character: !$#&%
  • ALL CAPS SUBJECT LINES
  • Discount
  • Big bucks
  • Extra income
  • Fast cash
  • Apply now
  • Don’t hesitate
  • Explode your business
  • Join millions
  • This is not spam.

Wrap up

Using spam words in email is a sure way to send your emails straight into your subscribers’ spam folders. The following words should be used sparingly or not at all in your future campaigns.

  • Dear friend
  • Click here
  • Free
  • Fwd: or Re:
  • Great offer
  • Guarantee
  • Risk-free

Avoiding these words will help protect your reputation, as well as the time, effort, and money you put into your email marketing campaigns.

Sometimes it is simple; sometimes you need a role model

Richard Branson’s “Five rough guidelines for creating a successful business” stopped me in my tracks this morning as it is one of the best summaries I have seen.

Pay special attention to #5.

After five decades in business, I’m often asked if there is a shortcut to success. Unfortunately there isn’t — or if there is, I haven’t found it yet. Creating a successful and profitable business takes time, since you build your reputation as customers learn to trust and rely on you, one by one. 

Richard Branson

Image from John Armstrong Photography

Also, there’s no guarantee that spending a huge amount of money on marketing will slingshot your business forward. If you spend your time looking for shortcuts, you will find one — right out of business. 

While there are no set rules for succeeding in business, I have embraced some rough guidelines that can be very helpful:

1. Create a useful product or service

Image from Virgin Orbit

Above all else, you should not go into business purely for financial reasons. Running a company involves long hours and hard decisions; if you don’t have a better reason than money to keep going, your business will more than likely fail, as many new businesses do.

So it’s important to create something of use that is going to benefit society as a whole. If you do something you truly care about, you will be in a much better position to find customers, connect with them, and keep them coming back. 

Once you have decided on the type of product or service that interests you, focus on how to do things differently from the competition: Do your research, find a gap or an area ripe for innovation, and position your business in a way that sets it apart. 

2. Simplify your message

richard_branson_taking_notes_-_image_by_john_armstrong_photography.jpg

Image by John Armstrong Photography

Customers don’t just shop for a brand and its products, but also identify with its core values. Ask yourself, why did I start my business? Be honest – this will help you establish an authentic value and voice. Then break your message into something simple.

At Virgin, we stand for great customer service, good value and innovative alternatives to our competitors’ offerings. Most importantly, we view business as a force for good. Knowing who we are and what we stand for ensures that we don’t waste time or money on messaging that doesn’t represent us or resonate with our customers. 

3.  Market yourself

Richard holding his daughter Holly as he celebrates launching Virgin Atlantic

Image from Virgin.com

 Marketing is a powerful tool, but it doesn’t have to be expensive. My mentor, Sir Freddie Laker, a man who had started a company to challenge British Airways on their home turf, gave me some invaluable advice when I was starting up Virgin Atlantic. Knowing that we couldn’t match the more established airlines in terms of marketing budget, he encouraged me to drive the publicity myself: “Use yourself. Make a fool of yourself. Otherwise you won’t survive.” 

I took his advice and I’ve been thinking up fun ways to stand out from the crowd and draw the media’s attention to our company ever since, from breaking world records to pulling pranks. 

While I’ve always been interested in sports and physical challenges, that might not be the route for you. Find your tone, know your brand, do things your own way, and create waves. The free advertising will follow.   

4. Embrace social media

Image by Owen Buggy

Tools like Twitter and Facebook are wonderful ways to get your message out to a wide audience. Social media is not only more cost-efficient than advertising, but it also offers great opportunities for innovative engagement with your customers. Use it to your advantage.

Remember that there is a difference between selling and marketing. In my experience, selling a product through social media doesn’t always work – it’s better to simply communicate with your customers in an authentic way and have fun. As you build an online profile that people can identify with and trust, you’ll find that they will soon become customers. 

The feedback you receive on social media can be invaluable, especially when your business is just starting out. Listen to your customers’ comments about your company’s offerings to gain an understanding of what you are doing right and wrong. You can also use this feedback to sharpen your social campaigns and measure the effectiveness of your calls to action. 

5. Keep on enjoying what you do

Image from Virgin

If you genuinely love and believe in what you do, others will take notice and share your enthusiasm. 

If you find your interest flagging, it’s time to make a change — switch from operations to management, move on, expand into new territories, anything that interests you. To find success, you need to be fully committed or your work will show it.

Designing Future Business – Hire a PR Pro To Curate Your Unique POV

With the litany of tasks and costs that come with running a business, should you prioritize hiring professional publicity? What can you expect to get in return? We asked five publicists and designers, and the answer is more concrete than you think (even the publicists told us there is a wrong time to hire them). Here’s exactly how to figure out when it makes sense to hire PR and when it’s better to go it alone.

Hire a publicist when…

You want to tell the story of your business

“As long as there’s a story to tell, we’ll have PR,” says Ari Heckman, founding partner and CEO of ASH. “It’s about brand awareness.” No matter where you are in your career, a publicist’s job is to tell people who you are as a designer. And there’s more at stake than just reputation. Sarah Natkins, head of Camron US, tells AD PRO that PR is key to growing your business and boosting your bottom line. “Building awareness in a smart and strategic way can have a huge impact,” she says. ”If done in the right way, it can help expand a studio, and drive the right business.”

This doesn’t just apply to emerging designers; the right messaging can also help more established firms reach a new clientele. “A great publicist is especially helpful if you’re trying to speak to a particular audience or get the message out about a product you’re creating,” Heckman says.

How will you know when your PR strategy is working? Laura Bindloss, founder of Nylon Consulting, says although everyone’s business goals are different, you should regularly see your name in a variety of publications. “You want a real smattering and you want it consistently,” she says. “You want coverage monthly that can range from quotes to full features, and you want it in a variety of outlets. You want to be positioned as an expert in your field.”

You have a point of view

In order for a publicist to do their best work, Natkins says a designer needs to have a clear brand identity and know who their ideal client is, although they don’t need every detail hammered out. “A good publicist will work with you to help figure this out, and then develop a media strategy that communicates your vision,” she says.

Sarah Barnard, principal at Sarah Barnard Designs (WELL AP, LEED AP), doesn’t currently work with PR, but she credits a previous publicist with encouraging her to craft a specific message and find a niche in the market. Says Barnard, “We really care about a few specific things and those are the things we repeatedly stand on, come back to, and share.”

Bindloss says her firm, Nylon Consulting, wouldn’t take on a client who didn’t have a strong point of view and a professional website. “The first place we’re going to drive people is your website, and if your website isn’t communicating what we’re trying to pitch, there’s no point in paying us because you’re going to lose the customer when they get to your site.”

You have work to show off (and plenty of projects in the pipeline)

Publicists need finished work to publicize, so wait to hire one until you have plenty of projects under your belt and can hit the ground running. “Ideally, you want to hit a critical mass of work,” says Bindloss. “Enough to give a publicist so that they can run for six months with everything you have currently.” Usually, this means between five and 10 projects that are photographed and ready to publish, with several more lined up over the next six to 12 months. Remember, there’s no benefit to paying a monthly retainer until you can fully take advantage of a publicist’s time and expertise.

You’re better off on your own if…

You can’t comfortably float the fee

“Don’t hire a publicist if it’s a cost that’s going to keep you up at night,” says Bindloss. Although fees depend on the scope of the work, she says, it’s usually about the price of hiring a full-time employee. “Don’t think about PR as a monthly retainer but as an annual cost, like you would be bringing head count into the firm.”

Natkins agrees that monthly retainers tend to vary significantly, depending on what that client needs. “A small firm might start in the 6K range, a more established studio could be upwards of 10K, and a large firm with many projects around the world would go up from there,” she says.

If that sounds too spendy for your business right now, it’s probably best to wait until you have the cash to do it right. Publicity really is a “get what you pay for” service, says Heckman. “Probably like anything else in life, working with a publicist is a good idea if you work with a good publicist. I don’t know that it would have any value if you were just to hire anyone.”

You haven’t found someone you really connect with

A publicist can make or break your reputation, so be sure you take the time to find the right person. “Wait until you find someone you really trust,” says Bindloss. “This is someone who represents you to the press, so make sure you’re proud to have them speaking on your behalf.”

Heckman, whose firm, ASH, has been represented by M18 public relations for the past seven years, says they chose to work together because of a similar culture. “Our companies were aligned, both in their history and trajectory, and shared values,” he says. And, he points out, it’s a two-way street. Just as you’re searching for a firm to represent you, most publicists want to sign clients with a similar worldview. “A good firm is not just going to take on a retainer from any client. They realize that their credibility as a mouthpiece for their clients is based on who their collection of clients are.”

In fact, Heckman says, you can use a firm’s current client list as a guide to help evaluate if it’s a good match for you. “Probably one of the best ways that someone can go about identifying which firm they want to work with, is to find a firm with clients who share your vision, growth strategy, and aesthetic.”

You’re happy to multitask

“There is the small road also, for those who have the fortitude to do it,” says Barnard. As the owner of a small design studio, she prefers the grassroots approach over professional PR, because the authenticity is more representative of the actual experience her clients will have. “The primary benefit is I’ve maintained control over how I present myself to the world because it really is me. An overly polished, less personalized, sterile presence wouldn’t be a match for what they [the clients] are getting anyway. That level of refinement is not real.”

And some social butterflies just love the hustle. Gail Davis, principal at Gail Davis Designs, says she loves meeting people at events, and she’s gotten many opportunities by simply striking up a conversation. “You need to be authentically nice to people, not looking to get something, because you never know who will think about you for a job,” she says. “That’s how it has really worked out for me. We can all benefit by helping each other.”

Both designers stress that, especially if you forgo PR, professional photography is something you should never skimp on. “Snapshots on a job site for your Instagram feed—totally,” Barnard says, “but when it comes time to document your finished work, always hire a professional architectural photographers. A filter can only take you so far.” Davis agrees: “Pictures really tell a story and I want to make sure my story comes across clearly, and that person will think, Yes I need to work with her.”

Thanks to Architectural Digest, from their ADPRO online newsletter.

What’s Your Plan? – What ALL Marketers Can Learn From Real Estate Professionals – Part 2

The job of a real estate team doesn’t end when the transaction closes. In fact, that is just the beginning. A thriving real estate business depends on two vital components: repeat clients and referrals.

A few years ago, I was contacted by someone in my sphere of influence to help them find an agent to list their house and represent them on a purchase. I knew who had helped them buy the house they were selling—he is a great guy and a solid real estate agent. I inquired with the client as to why they were not using him again, and I quote what his response was: “He was a great guy and we loved working with him, but we can’t remember his name.” His lack of follow-up cost him approximately $20,000 in business that should have been his—if he had only nurtured the relationship.

If your team does a good job in the transaction, then you should expect to do business with the client again in the future, but only if you continue to nurture the relationship, which means you must stay in touch—forever!

At minimum, a 12-month marketing plan should include some kind of touch every 21 days, and should also include:
  • Birthdays (phone call, video message or a card in the mail)
  • Relationship anniversary (phone call, video message or a card in the mail)
  • Mother’s Day, Father’s Day, Grandparents’ Day (phone call, video message or a card in the mail)
  • Home anniversary (include a reminder about their warranty expiring)
  • Market updates on their home values (annually or biannually)
  • Quarterly phone calls followed up with a handwritten card in the mail

In addition, a high-touch relationship marketing plan should also include, at minimum, one client appreciation event per year. It is recommended that you plan 6-8 events throughout the year where you are getting in front of and face-to-face with your top clients and sphere of influence. Some ideas include holiday open houses, movie events, happy hours, Thanksgiving pie giveaways, photos with Santa, sporting events, bowling parties…the list goes on and on.

Lastly, social media has created a unique opportunity for us to elevate our relationships, so pay attention to what people are sharing—they are begging for someone to make them feel seen, heard and appreciated. I will wrap up by sharing one of my favorite quotes from undoubtedly one of the best saleswomen ever, Mary Kay Ash:

“Pretend that every single person you meet has a sign around his or her neck that says, ‘Make me feel important.’ Not only will you succeed in sales, you will succeed in life.”

Always be looking for ways to connect with your database and you will take your team’s real estate business to a whole new level.

 

I am on hurricane watch right now …

Yes, it’s a fact – as I write this, hoping the power and my internet stay on, the eye of Hurricane Dorian is heading toward Florida. Walt Disney World is closed, the Orlando airport is closed and so are schools, businesses and many others.

Like most publicists when things get serious, we get busy.

Hurricanes and other weather issues, tragedies, unusual circumstances, holidays and other out-of-the-ordinary occurrences are times when our companies and clients need us the most.

Image result for closed due to hurricane sign

Here are a few examples:

  • You are closing when you are usually open, or the reverse (think Black Friday)
  • You have a message for your customers on how to stay safe
Image result for open during hurricane sign
  • Your products or services are essential to help others through (think gas stations, grocery stores, tree trimmers, etc.) and you are available.
  • Times or venues are being changed, but the event is still on. (think sporting events that are held outside )
  • Because of the occurrence you are doing something extraordinary like donating food or fundraising for others in need.
  • You want to reach out to your customers to say you are thinking of them and you care – this outreach can go to your entire audience, but be written for those being affected.
Image result for football game rescheduled
  • Times or venues are being changed, but the event is still on. (think sporting events that are held outside )
  • Because of the occurrence you are doing something extraordinary like donating food or fundraising for others in need.
  • You want to reach out to your customers to say you are thinking of them and you care – this outreach can go to your entire audience, but be written for those being affected.

A PR pro knows how to deploy the message – get it out, reach people who need to know and do it visually and with words chosen to have the right tone, at the right time.

Image result for open during hurricane sign

Members of the media, social media channels, direct communications and every normal communications channel are all pathways to get the message out, and do it right now.

PR tip: Don’t make your drama the focus – unless you have something useful to offer; don’t add to the noise.

But when possible and appropriate, humor is memorable, and how smart of Waffle House to be the one place we all look to for food and information!