Why Investing in Public Relations is so Important

It's no secret that businesses of every size are cutting back, from laying off staff to business travel.

As you re-adjust your budget this year, one line item you really cannot afford to decrease is your marketing and PR budget.

There are few expenses that can drive the type of quick ROI that your marketing and PR efforts can deliver. Even in the best of times, PR especially can be a strong arsenal in your marketing toolkit.

In these challenging times, it can really hold the key to your success now and in the future. Marketing and PR covers a wide net, from marketing collateral to prospecting communications, advertising, and customer/client outreach efforts. The goal is to not have all your eggs in one basket - make sure your plan incorporates the necessary pieces to make your company stand out from the rest.

It doesn't matter what you make or do: you have to sell it. If people don't know about you, your products or your services or if they aren't reminded about them, then how can they buy from you or hire you? You must be visible.


The good new is that public relations can be one of the most affordable ways to let customers know what you're doing and how you can help them. In addition to using a traditional PR firm to help you get press, you can employ countless free or inexpensive PR techniques yourself.

• The digital world has made grassroots PR easier than ever. Email can be your best friend. It costs very little to send out email blasts highlighting your successes, offering special incentives or unique offerings to customers or clients, or brief newsletters discussing points of interest in your industry. Companies like Constant Contact (what I'm using to send you this email) have made it easier and cost-effective to keep your network abreast of what you're up to.Social media such as Facebook and MySpace might be appropriate, too. Blogs, another free service, are yet another effective way of getting your message out, creating conversations with customers, or driving traffic to your Web site. For more tech savvy companies, there are text messaging, Twitter, or iPhone applications.
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  Sometimes a simple gesture like a call or handwritten thank you note can be the most powerful type of communication. I'm amazed at how few people bother to send a thank you note. Not only is it appropriate to thank people when they've taken the time to help you or provide you business, since seldom does it happen, it allows you to make a real and positive impression. Any card will really do, but if you want to support a non-profit while you're at it, consider cards from Chicago-based WomanCraft (www.WomanCraft.net).
  
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  If writing is not your forte, call your clients or customers. Invite them into your office or store, if only for a cup of coffee. Give them updates. Thank them for their business. Ask them for suggestions of what might be good promotions or niche markets, products or services. Ask them what is on their minds. Ask if they'd like to contribute to your newsletter or blog. Depending on your type of business, ask for referrals to other people you might be able to help or serve. Letting your clients know you appreciate them is always great PR - also referred to as good old client service!

In a difficult environment, small businesses cannot afford to hibernate. You must be seen and you must communicate. Investing in public relations efforts will keep you in front of your customers and let them know that your doors are open.



Committing time and even a small amount of money into communications and outreach can be one of the best investments you can make in any environment. In this challenging atmosphere, concentrating on public relations might be the smartest investment you can make.

Until next time,

-Megy Karydes, President
Karydes Consulting
www.KarydesConsulting.com

Conscious Choice magazine's March 2009 issue rocks!

There are a lot of magazines out there that tout their "green"ness whether they are printing on recycled paper (which is great), covering more eco-lifestyle topics (also great), or helping everyday folks on what they can do to help the environment.

I read a lot of magazines. There isn't a day that goes by that I'm not reading something. Most of the stuff I read is standard fare and occassionally I read something really cool and interesting and I like that share that with my friends and family. Well, I'm happy to share the March 2009 issue of Conscious Choice as one wonderful goldmine of an issue! Although available for free at many Chicagoland outposts, you can read most of this month's issue online at http://consciouschoice.com/index.html.

From a piece on Earth Hour, to a piece on shmeat (hint: it's test tube meat ... what?!), to keeping live chickens in your backyard, to 24 ways to green your life (these weren't the run of the mill change your lightbulbs - I actually picked up several new ideas!) to a great piece on Raj Patel, a food activist who supports fair trade but knows that alone won't save the world either...And the book reviews! Books I'd actually enjoy reading!

In my quest to simplify my life, I've started tearing out articles I either enjoyed or want to read later (like when I'm standing in line at the DMV). Well, I should have kept this issue intact because I found myself ripping out more than half the magazine and that rarely ever happens!

Conscious Choice, kudos on a job well done. I hope to see many more issues packed with helpful, interesting, informative piece like this one!

-Megy Karydes
Karydes Consulting
http://www.karydesconsulting.com/

Sustain Illinois to be featured on Univision tonight

Sustain Illinois (http://www.sustainillinois.com/) is an awards program designed to idenitfy and reward sustainable businesses in the state of Illinois. It's a program of Chicago Community Ventures (http://www.chiventures.org/), which is a non-profit business development organization dedicated to meeting the needs of Chicago's small businesses.

CCV's consulting and financial services are focused on growing small businesses in the region’s underserved markets: businesses located in Chicago's low and moderate income communities and those owned by women and/or minorities. Cumulative to date, CCV has helped its clients create and retain over 5,000 jobs and access over $230 million in financial resources.

Bryan Stubbs, director of the Sustain Illinois program, was interviewed last week by Univision and his piece will air this evening at 5:00 p.m. CST on Univision.

For more information about the awards program and/or to apply, please visit http://www.sustainillinois.com/.

Congratulations on the coverage, Sustain Illinois!

-Megy Karydes
http://www.karydesconsulting.com/

Interior Planning & Design in the news - full feature in Naperville magazine

Joan Kaufman is one of those interior designers who is not only talented and professional, but load of fun, too. Her interior design firm, Interior Planning & Design, caters to both residential and commercial clients alike.

This month, you can get a glimpse of the person and her interior design firm in the March issue of Naperville magazine Jjoan lives and works in Naperville, Illinois, a suburb of Chicago, Illinois). The very first article of the magazine includes a half page picture of Joan and discusses her life and how she came to becoming an interior designer.

In addition to the wonderful piece about Joan and Interior Planning and Design, Joan is also quoted in another article within the magazine which covered trends in homes. As a feng shui practitioner as well, Joan discusses how she incorporates feng shui within her projects, too.

For more information about Joan Kaufman or Interior Planning & Design, please visit www.InteriorPlanning.com or call Megy at 312-560-2715.

Happy reading!

-Megy Karydes

www.KarydesConsulting.com

Ellu Bags on 190 North television show in Chicago

Leslie Pozen (the one not wearing the handbag), the artist and brainchild of Ellu Bags, showed off handmade bags to Janet Davies, host of the popular Chicago quirky show 190 North. 190 North, for those of you who haven't had a chance to enjoy, is on at 10:35 p.m. on Sundays on ABC7. Janet Davies leads the pack of 3 additional hosts who search Chicago for the coolest, most fun, most interesting things to see, shop, do, or dine in Chicago.

Janet and her television crew and producer met up with Leslie Pozen to learn more about her colorful, handmade and eco-friendly handbags and wristlets. While this isn't Leslie's debut television appearance (she also shot a live segment for Good Morning, Vail late last month), this will be her first major market show and in her hometown.

Please tune in to see the show this coming Sunday, March 15, 2009, at 10:35 p.m. on ABC (Channel 7). The show's theme is "Green" so you'll be learning about some green Chicagoland options, too!

If you'd like to see Ellu's bags, visit www.ElluBags.com. There you will see not only the collections, but Leslie's background, too!

Enjoy!

-Megy Karydes
www.KarydesConsulting.com

6 Ways to Publish Your Own Book

In my line of work, I often meet people who are either writing a book or want to write a book. Many are editors and reporters who a writing a novel during their "free" time and others are clients who want to share their expertise with a larger audience (for example, one of my interior designer clients, Hilary Sopata with Interior Visions Designs - www.InteriorVisionsDesigns.com, is LEED accredited and writing a book on eco-friendly interior design).

A recent post on Mashable outlines 6 ways to publish your own book and is a really great resource for those who don't want to go through a publishing house or agent: http://mashable.com/2009/03/01/publish-book/. It talks about some options out there for self-publishing and the pros and cons of each. I personally know of people who have used Lulu and enjoyed the experience but the article really does a nice job of giving you several options in an easy-to-understand write up.

The one thing you shouldn't forget if you're interested in writing a book is that you need a marketing/pr plan to support it. Just like anything in life, just because you build it does NOT mean they will come. In this fast-paced world we live in, it's not easy to break through the clutter of noise so keep that in mind if you're writing a book. Enjoy the experience but don't forget that you'll want to have a game plan in place if you're going to sell it once it's printed!

Megy Karydes
Karydes Consulting
www.KarydesConsulting.com