Most businesses wonder at some point if PR is the game for them. I used to think PR--public relations--was the "glue that held all communications together." In reality, there's a broad mix of marketing and communications efforts that help businesses achieve business goals. Many small- and mid-sized firms dismiss PR as too expensive and move on to other marketing approaches. I believe that every company can afford public relations, if done right, and expectations are set and understood by all.

Check out some of the insights in the latest issue of PRactically Speaking, an
e-newsletter we provide. You can see it here, or at:
www.rgmcomms.com/psaug07.html.

Now, what about hiring a PR agency? What do you need to know? Start with these tips and insights:

Before You Say, "I Do,":

• Find an agency that listens first, sells second
• Ask for a referral to a good PR agency. Avoid blind Google searches, "cold calls," and published "Top PR Agencies" lists. Find trusted resources you know and ask them if they have a good PR contact.
• Identify the agency that wants to help you achieve success, even if it's just a project vs. a long-term retainer
• Know your budget and stick with the project/program for as long as you can (PR is about consistent outreach over a period of time vs. short bursts of activity).
• Meet the agency principal and/or the team ready to work for you
• Make sure you feel a "connection" with the account supervisor/primary contact
• Know what you're getting and set expectations upfront; clarify "results" and what that means to you
• Seek an agency intent on hard work and creative ideas that Share Your Story to the marketplace.
• Find an agency with integrity, honesty and commitment to your cause.
• Make sure there's a roadmap or plan to your PR efforts so they complement business goals and objectives.

Educate Yourself

Check out some great background information at www.prfirms.org, or visit our Resources page at www.rgmcomms.com/Resources.html.

I'd like your comments! Feel free to share!

"No more faxes at 3 a.m. please ..."

My mobile phone rings. Strange, a California area code. I answer. It's Gregorio in Santa Clara. An angry Gregorio who says he's tired of receiving faxes from RMG Communications. They start calling his residential line around 2 a.m. and re-tries several times a night. He'd appreciate it if I'd stop faxing notes to him. Uh .... Mr. Gregorio, I'm sorry. But I don't distribute broadcast faxes. It's against the law (U.S. telephone protection consumer act). I also don't send faxes using a (407) area code. He was stunned. I also told him I was president of RGM Communications NOT RMG Communications. I explained that we're a Dallas-area public relations firm. Gregorio was very kind, apologized, expressed frustration, and hung up. It got me to thinking. Who is sending these faxes? Interesting what you can find via Google these days:

• 2007 lawsuit
• RMG complaints
• Tyranny
• RMG (yikes!) in Plano
• Ug!

What are the Lessons Learned?

• RGM vs. RMG ... I hate that my company could be confused with any company that may be unethical and a downright nuisance.
• Set up Google or Yahoo! alerts for your own company and other keywords that are similar. This keeps you informed and engaged in issues that may impact your business.
  
• When a strange area code pops up on your phone, answer it.
• Even the not-so-obvious PR problems can impact your company's progress and image, meaning that every company must commit to building awareness of who they are ... and ARE NOT. Public relations is all about Sharing Your Story in a clear, consistent and compelling manner.

Subprime and The Big Whine

Subprime mortgages, warehousing lines, lenders, originators, defaults, ARMs and billions of dollars exchanging hands.

The mortgage industry is frought with financial jargon, ambiguous terminology (for us laypeople anyway) and more. This morning, Marcus McCue, vice president of Guardian Mortgage, shared his perspective on the latest in the mortgage industry. He called it the subprime mortgage meltdown. He provided a brilliant perspective on "tightening loan terms" and professed industry greed and bottomed-out brokers that have hurt the market. But Marcus is no alarmist. And he stood proud when asked about Guardian's default current rates--less than .04 percent! The fact that Guardian has a 30-year track record of success, originates loans AND services them are standards of quality, professionalism, expertise and genuine customer service. Marcus' concluding Q&A was equally brilliant as he responded with factual data, industry stats and more, all without notes. Numbers... In his head! Wish I could do that. As a professional business communicator, I wonder what other communicators are doing, saying and propagating to the marketplace. Are they trying to help their clients or companies calm fears of an economic calamity, or are they interested in generating doom and gloom? How can communicators clarify Reality to the market, engage reporters and share Contrarian and compelling insights that make it to the front page of The Dallas Morning News, the Wall Street Journal and more? Marcus and the Guardian team have that type of talent, expertise and clarity. They're a voice of reason at a time when "calm and clarity" are really needed. Excellent insights!

-Roy G

Cover Tips and practical insight

In July, we shared this advice with several hundreds of our clients, colleagues and partners. It may be of interest to you too.

5 Ways to Leave Your Cover

Slip out the back Jack, make a new plan Stan, no need to be coy Roy, just set yourself free

Paul Simon's lyrics say there are 50 ways to leave your lover. Our version of the tune is a tad different. Focused on your business, it is 5 Ways to Leave Your Cover.

For many executives and businesses, being "under the cover" or "under the radar" is standard operating procedure. It's a conscious decision to keep a company under wraps. For others, it's just the way it is because they don't understand the value and validity of marketing or public relations, or how to get started.

We share the these tips to help you leave your Cover--to "break out" in order to build a company brand, increase market share, build trust and credibility, and more.

Get the tips, click here, then click on "July".

Also, here's some Opportunity news for you:

Getting Practical
News & Views You Can Use

• The Dallas Morning News goes Entrepreneurial? Rumor has it that The Dallas Morning News is beginning an Entrepreneur/Small Business section, effective in August. It will include entrepreneur profiles, a small business columnist and more. Look for it to debut on page 2 in the Business section, sometime in the next week or two.
  

• Why you care about editorial calendars. What's an editorial calendar? Newspapers and magazines often produce editorial calendars--a schedule of upcoming story topics. By knowing what's coming, you can talk to editors and reporters about specific success stories and ideas. Often, reporters are working several weeks to several months ahead of the publication date (as listed below), so it's important to contact them early. For example, the Dallas Business Journal includes these story topics for September and October ... See all the details, click here.