Holding Back
Do you feel as though you are visiting all the networking groups you possibly can, and yet not getting out at much as you put in? Or perhaps you spend a large amount of time on putting together press releases and sending them to an inordinate number of press people, only to feel disappointed in the results you obtain? Or maybe you’re one of those people who are always signed into some online networking group, responding to every online discussion post within 5 minutes of it being posted. But all you’re getting out of it is a nagging feeling that it’s sapping your concentration and focus on your work.
A conversation with a journalist from a top glossy most people would give their IPOD away to get into made me think about all the people who are out there, promoting their business in every way they possibly can, and yet coming perilously close to burnout and, perhaps even worse, helping promote the image of themselves as desperate and anxious about the future of their business.
This journalist was talking about all the effort she sees businesses putting into press release after press release, which must have added up to weeks of work over time, and yet sometimes, all it takes is a well thought out email or phone call to get the message through. Being deluged with untargeted releases made the company look (her words) “ as if it needs to drum up business, double quick.”
And the same applies in other areas of business promotion. That networker who attends every event going helps to promote the image that he really needs the business. The online networker who looks as though they sit, fingers posed over keys, ready to respond to an online discussion ..everyone asks themselves if these people have any work to do themselves?
So, what’s the answer? How do you get out there and promote your business without looking like the business world equivalent of some D list celebrity that’s on every reality TV show going? Here are some suggestions!
Be selective. By all means visit a large spread of networking events but do so discriminately analysing what you get out them (lucrative contract, good contacts or just a great evening out?) and whether they suit you personally.
Be creative. Press release after press release just turns you into a release factory. Try other methods of regular contact, such as tip sheets (covered in our PR ecourse) which also have the added kudos of helping build you up as a credible expert.
Don’t be afraid to say no. Just because someone asks you to speak at their meeting you don’t have to do it. Sure, it’s an hour and a half each way and they’re not even paying your expenses but it’s flattering and saying no goes against every promotional instinct you have. But sometimes it’s better to conserve your energy and spend it on the things that really matter.
Don’t just dig out a media list that someone else has passed onto you three months ago. Make your own targeted list and keep it up to date, with not only contact details but info on what they want to hear – does this publication prefer hard facts or think pieces? News orientated stories or predictions of future industry trends? Targeting a small but tended list will pay higher rewards than the spatter gun approach.
Finally, think about yourself and your team. Your time, energy and money are precious. Think about where you are going to spend them and what you will get out of that effort. Sure, it might be great to see yourself in FHM or The Financial Times, but if your potential customers read the Barnsley Echo or Buttons and Beads weekly then all you’re doing is wasting your valuable resources.
If you'd like to analyse your networking skills and find out how to get the most out of the time you spend networking, why not join our Double Your Clients Through Networking ecourse here.
Until next time,
Paula Gardner
www.doyourownpr.com
Do you feel as though you are visiting all the networking groups you possibly can, and yet not getting out at much as you put in? Or perhaps you spend a large amount of time on putting together press releases and sending them to an inordinate number of press people, only to feel disappointed in the results you obtain? Or maybe you’re one of those people who are always signed into some online networking group, responding to every online discussion post within 5 minutes of it being posted. But all you’re getting out of it is a nagging feeling that it’s sapping your concentration and focus on your work.
A conversation with a journalist from a top glossy most people would give their IPOD away to get into made me think about all the people who are out there, promoting their business in every way they possibly can, and yet coming perilously close to burnout and, perhaps even worse, helping promote the image of themselves as desperate and anxious about the future of their business.
This journalist was talking about all the effort she sees businesses putting into press release after press release, which must have added up to weeks of work over time, and yet sometimes, all it takes is a well thought out email or phone call to get the message through. Being deluged with untargeted releases made the company look (her words) “ as if it needs to drum up business, double quick.”
And the same applies in other areas of business promotion. That networker who attends every event going helps to promote the image that he really needs the business. The online networker who looks as though they sit, fingers posed over keys, ready to respond to an online discussion ..everyone asks themselves if these people have any work to do themselves?
So, what’s the answer? How do you get out there and promote your business without looking like the business world equivalent of some D list celebrity that’s on every reality TV show going? Here are some suggestions!
Be selective. By all means visit a large spread of networking events but do so discriminately analysing what you get out them (lucrative contract, good contacts or just a great evening out?) and whether they suit you personally.
Be creative. Press release after press release just turns you into a release factory. Try other methods of regular contact, such as tip sheets (covered in our PR ecourse) which also have the added kudos of helping build you up as a credible expert.
Don’t be afraid to say no. Just because someone asks you to speak at their meeting you don’t have to do it. Sure, it’s an hour and a half each way and they’re not even paying your expenses but it’s flattering and saying no goes against every promotional instinct you have. But sometimes it’s better to conserve your energy and spend it on the things that really matter.
Don’t just dig out a media list that someone else has passed onto you three months ago. Make your own targeted list and keep it up to date, with not only contact details but info on what they want to hear – does this publication prefer hard facts or think pieces? News orientated stories or predictions of future industry trends? Targeting a small but tended list will pay higher rewards than the spatter gun approach.
Finally, think about yourself and your team. Your time, energy and money are precious. Think about where you are going to spend them and what you will get out of that effort. Sure, it might be great to see yourself in FHM or The Financial Times, but if your potential customers read the Barnsley Echo or Buttons and Beads weekly then all you’re doing is wasting your valuable resources.
If you'd like to analyse your networking skills and find out how to get the most out of the time you spend networking, why not join our Double Your Clients Through Networking ecourse here.
Until next time,
Paula Gardner
www.doyourownpr.com
posted by Paula Gardner at
7:58 AM
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