Gini Dietrich

Bootstrapping Your PR

By: Gini Dietrich | March 24, 2011 | 
84

It’s Facebook question of the week time (clap, clap, clap)!

This week’s question comes from Danny Brown, the co-founder at Bonsai Interactive, founder of 12for12K, and all-around good guy (most days).

He asks:

What are your top three tools if you’re a small business and want to bootstrap your PR?

I give you two tools in the video, but leave the third to you.

If you can’t see the video in your RSS feed and you’re DYING to know which tools I recommend, click here and it’ll magically appear.

And don’t forget to head over to our Facebook wall and leave a question there. I think I only have one more to answer before I’m through the current list!

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks,Β co-author of Marketing in the Round, and co-host of Inside PR. She alsoΒ is the lead blogger atΒ Spin Sucks and is the founder of Spin Sucks Pro.

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84 responses to “Bootstrapping Your PR”

  1. JulieMarketing says:

    Hi Gini, I love your videos! Constantly inspire me and educate me. I do have multiple Google alerts set up and it is interesting to see what I find. Occasionally, I get surprised and then find that I want to follow up with something. Never been negative (yet) but I do think it is good to have a handle on what is happening out there in cyberspace.

  2. ginidietrich says:

    @JulieMarketing That’s what I like to hear, Julie! It’s SHOCKING to me still how no one uses them. They’re such a great tool and they’re FREE!

  3. KenMueller says:

    Good stuff.. I’ve got a third tool I’ve used, but rather infrequently, that i’d love your opinion on. I’ve used PitchEngine which has both free and premium versions, to craft social media releases. I’ve only used the free version, and have had varying levels of success. Just curious if you’ve tried it, what you think of it, and are there other tools out there like it that you would recommend?

    I also LOVE Google alerts and can’t believe more people don’t use them.

    Oh, and this is where I go offtopic and say: you look particularly nice in that video! And nice sock monkey. I want one!

  4. ginidietrich says:

    @KenMueller We use PitchEngine for some of our clients and, I agree, the results vary. The thing I don’t particularly like about it is it doesn’t give you any stats. It tells you how many people view the release, but not how many of those are uniques, who they are, or what they do with it.

    And…thanks! I didn’t dry my hair today so it’s funny you say that! I’ll put in an order for a sock monkey with my mom. She gave me that for Christmas.

  5. KenMueller says:

    @ginidietrich yes, those stats would be incredibly helpful. And while you look nice, I won’t point out the awkward moment at about 1:01, which, if I were cruel, I would use in some sort of video mashup, remix. Oh wait, I just DID point it out…

  6. Shonali says:

    First, I LOL’d big time when you asked JB to speak. We’ve trained Suzy Q (our Corgi-mix) to do so, and she does it perfectly. Except when she mixes up “please” (sit up and beg with front paws together as if she’s praying) and “speak” and then there’s a lot of noise in the house. Lola (basset) has trained US, because she will only really “speak” if there’s food in the offing.

    I particularly liked your response campaign tip. Taking that further, how’d this be for #3: the business’ own blog. Just as commenting on other blogs, especially those of the media and bloggers, is a great way to build relationships, not having one’s own blog means that they are losing out on the opportunity to share information on a regular basis, especially at times when a press release is not warranted. And then everything else wrt blogging holds true: building thought-leadership, linking, etc. That is a great way of backing into visibility and getting picked up by the media. Of course it takes time, but every day they don’t have a blog, they’re losing an edge.

  7. First off, what did you do to JB?

    The last time I heard and saw him was during the intro video for lisagerber . I know that project JB is top secret and all but can you reassure me and show me he is well treated and in fine spirits?

    Gini, love how you say don’t delegate the monitoring of your name and the firm name. I think someone could write a book about how the bad news never makes it up to the C-suite and the disastrous consequences of living in utopia.

    I think my third tool (which isn’t really a tool but a mindset) is be patient. All the tools you mention are great but they are not overnight recipes for success. Getting on SM and building relationships with reporters or anyone else takes time. Patience.

  8. EricaAllison says:

    I agree with @Shonali on asking JB to speak πŸ˜‰ …and on the blog approach. I know for my business and those that I’m working with, those that have that additional presence online certainly gain more traction in the public and in their media relations.

    One other tool that I recommend to folks is to become a guest columnist in the paper or publication of their choice (blogs included, but mostly print here). It needs to be a media opp that reaches their target audience and a schedule that they can commit to, but more times than not, even a ‘be our guest’ column or op-ed piece will begin to position the business or writer as a thought-leader and consequently gain some promotion points and publicity. If their first attempt at an op-ed is a success, that’s when I send them back over to pose the idea of a regular column – esp if their first attempt garnered tremendous feedback or discussion. Tying the first letter or op-ed response to timely articles or news, but bringing it to a local level is optimal.

    And I heart google alerts, too! You’ve made a convert of me; now I preach it to my clients.

  9. BestRoofer says:

    Thanks Gini. I like the sock monkey too. I think that Linked in is a great tool for small business people whether they are B to B or straight to the consumer. Also, I have gotten commercial and residential leads from Facebook and Twitter. Like anything else, it’s all about creating relationships. Like we have, for which I am thankful.

  10. a_greenwood says:

    Nicely said.

  11. jennimacdonald says:

    Gini thanks for the post. The Response Campaign is something I agree with and need to constantly remember.

    On another note…I just started blogging and I’ve only done video blogs so far. I’ve been told that I need to remember to smile, so I always think of your smiling face on your video blogs when I’m doing mine. Thanks for the inspiration! : )

  12. Hey Gini, great advice and great little vid here. Google alerts, like you said, is easily one of the most underutilized PR tools out there. It helps me so much not to miss the ‘mentions’ of myself or my company (or competitors) that I may have missed and fell through the cracks.

    Thanks for all you do.

    Marcus

  13. DannyBrown says:

    Hi miss,

    Thanks a lot for answering my question – see, you can be nice too! πŸ˜‰

    Agree on the GA option – such an immense tool and sooo underused (although some of the results can be hit and miss).

    Would you suggest someone using a college or University student that’s taking comms or PR as their study to come in on internship and help small businesses understand the mechanics, or is that setting up for failure?

    Cheers, miss! πŸ™‚

  14. Jon Stow says:

    Thanks, Gini. Good short video and great points and monkey. I use Facebook, Twitter with a business which is both B2B and B2C and I gained B2B income through Twitter, so while I agree with you, no rule ia absolute. I also agree that Google Alerts is essential to know what is being said about us as well as how far we have reached.

    Yes, we need to comment on other bloggers’ sights, and here I am. πŸ™‚ However, being busy like everyone else, i wouldn’t subscribe unless I knew you always delivered.

  15. cadelacruz says:

    I’m a new follower, but I wanted to add that it was still important to continue relationships on in person and online. I work for a non-profit with very limited funds, so having close relationships with individuals in other fields is EXTREMELY important. What’s worked out for us is being able to get things started on a grass roots level.

  16. ginidietrich says:

    @cadelacruz What?! You want me to keep building relationships?? Sigh…so demanding. πŸ™‚ Very, very good insight. I always say social does not replace the need to look at each other’s eyeballs.

  17. ginidietrich says:

    @Jon Stow Hi Jon! Fun seeing you here!! Totally agree that you don’t subscribe to a blog unless there is value. Which is why using Google alerts (I also use SmartBrief) is so important. You can find stories within your industry, that way, to comment on…especially if you have a differing opinion.

  18. ginidietrich says:

    @DannyBrown Are you pushing my buttons on purpose?! I think if you don’t have the sophistication to understand communication then hiring a college student to do some of the back-end work will work. But I would not recommend having the college student become the face of your company. That’s the work the small business owner needs to do.

  19. @DannyBrown Brilliant idea, should have thought about this sooner. Perhaps making them community manager for said small business?

  20. ginidietrich says:

    @johnfalchetto @DannyBrown NO, JOHN, NO!!! A student doesn’t have the business experience, yet, to know how to handle the real-time world in which we live. I do NOT recommend it. At all. (Not that I have an opinion on it).

  21. ginidietrich says:

    @Marcus_Sheridan It seriously blows my mind when I ask who is using alerts and one or two people in the entire audience raises their hand.

  22. ginidietrich says:

    @jennimacdonald I think it’s silly that you don’t have the confidence to write blog posts (but I do love your videos). You write really well…you just need to do a few to get comfortable with it. I have an idea! I’m going to email you something to use in your videos.

  23. ginidietrich says:

    @a_greenwood Man of many words.

  24. ginidietrich says:

    @BestRoofer Shall I have my mom make you a sock monkey, too!? I’d love you to expand on using LinkedIn. I don’t like it for anything but finding candidates and checking references.

  25. ginidietrich says:

    @KenMueller You mean when I scratched my nose?! It itched!

  26. KenMueller says:

    @ginidietrich scratched your nose and then your eyes kinda crossed and rolled up into your head. I was scared for a second there! But…it was very human of you…

  27. ginidietrich says:

    @Shonali I only asked if he wanted to say something because he walked in and put his head on my lap at that precise moment. But I guess he had nothing to say (because I didn’t have a treat in my hand). Darn dogs.

    You know I love blogging as a tool for thought leadership, sales, building awareness, and all of the other reasons it helps. But it takes A LOT of time so we don’t recommend it for just anyone. It takes a special kind of person to be able to pull off a blog and an even more special one to blog more than once a month on their personal food blog (cough, cough).

  28. ginidietrich says:

    @KenMueller Sigh…my allergies are starting to bother me. Leave me alone!

  29. KenMueller says:

    @ginidietrich and you think telling me to leave you alone will make me leave you alone? you forget i’m like a 12-year old. Tell me not to pick at a scab and i’ll pick at it twice as much!

  30. ginidietrich says:

    @johnfalchetto JB is fine and well. I’ll see if he’ll make an appearance next week for you.

    I’ve done so many talks with CEO groups and heard them say, “I’ll just have so and so do this.” So now I make the recommendation and say, “DO NOT DELEGATE THIS!” Oy vey.

    And YES to your patience. This is a marathon, NOT a sprint!

  31. ginidietrich says:

    @KenMueller Fine. You win.

  32. KenMueller says:

    @ginidietrich wow. that was easy. too easy…now i feel the need to sleep with one eye open

  33. ginidietrich says:

    @KenMueller You’re smarter than you look!

  34. KenMueller says:

    @ginidietrich Thanks! hey……wait….er……

  35. ginidietrich says:

    @EricaAllison I go back and forth on the guest column/Op-Ed idea. I used to think they worked really well, but now I realize they’re not much more than an ego stroke and a reason for sales people to find you. I write for our business journal. Every Friday. And the entire city reads it (I know this because people tell me all the time). But it’s brought us zero business. It has led to my being asked to serve on boards and has gotten me a couple of equity positions on boards, but it’s done nothing for the growth of my business. So I think it’s a managing expectations thing: Do you want to build business or do you want board positions (for instance)? If it’s the latter, then yes, do it!

  36. KenMueller says:

    @ginidietrich so…now we’re getting back into that happy vs. dumb conversation again…

  37. ginidietrich says:

    @KenMueller Oh shoot. Wrong blog post. We’ll have to go back to yesterday.

  38. DannyBrown says:

    @ginidietrich @johnfalchetto Not for the strategy, agree, and company owner is far better as face of company. But say a small business only has $1,000 (or less) for their whole annual spend on promotion and relations. Having someone who’s comfortable in the space anyhoo (digital natives) and is getting great business advice through their course could offer a great and low-cost alternative to a full-on community manager.

    It’s more than likely that a smaller business (up to 5 employees) won’t have a huge amount of negative feedback to take care of, so someone that understands the space, its nuances (because they’ve been using it naturally for the last 2-3 years) and more offers a viable solution.

    Or maybe we’ve just been really fortunate with our interns. πŸ™‚

  39. ginidietrich says:

    @DannyBrown @johnfalchetto Boy…I just don’t agree with that at all. Sure they’re digital natives, but they’ve never had the experience of transferring their personal online activities to business. I feel the same way about letting an intern or newly graduated professional pitch the media or meet with clients. Ain’t gonna happen.

  40. joey_strawn says:

    Google Alerts, yay! I’m a HUGE fan and use them every day. I’m actually using them for the rewards program that you’re fighting so desperately to win (Leader board coming soon, BTW). I have all the alerts set up to flow into my Google Reader in real-time (except for some) so I can always have a flow of news and info. Although they aren’t perfect GA are perfect for someone doing it all themselves. Great question @DannyBrown and great answer, Gini!

  41. DannyBrown says:

    @ginidietrich @johnfalchetto I think it depends, Gini – it’s not a clear-cut blanket position across all industries and business sizes. Additionally, there are a lot of smart young people out there that have a far better business acumen than many business owners that have 20 years experience.

    Would I recommend handling a complete account over to a junior or intern? No. Would I include them heavily and give them the responsibility of online client work if I feel they’re capable of it? Definitely.

  42. ginidietrich says:

    @joey_strawn This makes my head hurt!

  43. EricaAllison says:

    @ginidietrich I totally understand your perspective on the column/Op-Ed idea, but for some of my clients who are either one person shops just getting their name out there or non-profits whose message is completely lost in the jargon of the media (mental health issues, for example), I do think it is effective in building their brand or educating the community. For the small biz owner/solo shop, if they get asked to serve on a board/committee of influence with movers and shakers who can recommend them or their biz, that’s a -ok with me. For the nonprofit who has educated the community about their issues via a regular column, when it comes time to ask for a donation, the community knows who the heck they are.

    Serving on boards is a whole ‘nother discussion – trust me! I’ve served my time and try to manage who I say yes to and who to run from.

  44. JuliaStewartPR says:

    Hi Gini — Please pan your bookcase for us one day, I’m curious what all you’ve got up there. Google Alerts gets my top vote too, who needs to pay for a clipping service anymore. And the ROI it delivers for small businesses is tremendous. As for my #3, I’m still on the hunt for a good listening station. We’ll have to get your sock monkey together with my flying monkey sometime soon!

  45. @ginidietrich I tend to agree with Mr Brown today. I think some youngsters understand social media a lot better than older corporate community managers. If we look at the recent SM fails they weren’t because of an intern (Chrysler, Red Cross, Air France)

    You wrote about your experience as an AE recently and I think everyone should be given a chance. Obviously within reason.

  46. joey_strawn says:

    @ginidietrich haha, nonsense. You gotta keep track of what people are saying. We’re living in the NOW Revolution. : )

  47. jennimacdonald says:

    @ginidietrich Thanks Gini. I’ll keep that in mind and dedicate my first written word post to you! Looking forward to the email.

  48. ginidietrich says:

    @johnfalchetto @DannyBrown I totally agree that everyone deserves a chance and that, within reason, there are some things an intern can help a small business owner do. And it definitely depends on the person. But I think we’d be setting some (if not most) up for failure if we handed them the client or company social media keys.

  49. ginidietrich says:

    @JuliaStewartPR LOL! OK – I will do that!

    I’m VERY happy with Spiral16 for listening and monitoring. We pay about $500 a month and it’s worth every penny.

  50. ginidietrich says:

    @johnfalchetto @Shonali @EricaAllison This is for you…from Jack Bauer http://www.youtube.com/watch?v=qPpuwiLyYUs

  51. ginidietrich says:

    It didn’t tag @johnfalchetto !

  52. mdbarber says:

    @ginidietrich @johnfalchetto @DannyBrown I’m going to jump in on Gini’s side here. I agree that students tend to be digital natives and understand some of the tools a lot better than us “seasoned” pros do but they are really inexperienced when it comes to planning and seeing the whole picture. If there’s a way to pair a student/new grad with a mentor to provide training and guidance I could see it working but NEVER on their own. It’s setting them up to fail and the small biz to have a bad taste about PR. I’ve seen it happen too many times, and know I probably will again.

  53. @DannyBrown I guess a solid social media policy would help?

    @ginidietrich Yes you are right it depends on the person. Which takes me back to why people buy content πŸ™‚

  54. ginidietrich says:

    @mdbarber @johnfalchetto @DannyBrown Remember when the Sun-Times did the story on Edelman and their reverse mentoring program? I really came down hard on them because the managing director of the Chicago office was quoted as saying, “OMG! I have 50 friends on Facebook!” But, I agree with Mary (and Edelman) that the digital natives can teach seasoned pros (and small business owners) how to use the tools if they’re paired with a mentor on the business side of things.

  55. Shonali says:

    @ginidietrich @EricaAllison @johnfalchetto That was TOO cute! And Suzy Q perked up her ears when she heard JB, because it’s exactly how I make her speak!!!

  56. Shonali says:

    @ginidietrich Thanks to your mentioning Spiral16 when you and I were on hackmanj’s podcast – and also the fact that I met scenestealreric when I was just in KC, I checked ’em out too. Very, VERY nice platform.

  57. Shonali says:

    @ginidietrich @mdbarber @DannyBrown I would never give a blanket “ok” to letting a student/intern run with this, and I’m also 99% certain that even if they were really great, they would not be the face of the efforts (i.e. outward-facing) because they’re temporary, and the company is not.

    However, I would see what they needed in terms of training, etc. – possibly more in terms of the company history and so on – and then give them varying degrees of responsibility WITH accountability, and ALWAYS with supervision.

    So I give a little to Danny, but weigh in on Gini’s side for the most part. If we’re taking sides. :p

    @johnfalchetto IMHO there’s a big difference between Gini’s experience as an AE and an intern. The assumption with an AE is that they are there for a while. Not so with interns. Not to mention every individual must be assessed on their own strengths and weaknesses, and clearly Gini’s strengths, even as an AE, outweighed her weaknesses, which is why she was not fired in that particular situation.

    Having said that, I have ONCE in my life come across an intern to whom I’d trust my life. Of course, she was an intern, so she moved on. If I’m ever in a position to hire her again, I will (she’s doing all sorts of awesome stuff in the CA/tech world now).

  58. Mark_Harai says:

    I love Google Alerts as well Gini… The content I want to know about right now is conveniently delivered to my email box everyday — very cool indeed : )

  59. Shonali says:

    @ginidietrich Yup, blogging can be tough… while it can be so easy. And yes, companies need to commit 100% to internal resources before taking it on, because I think those who rely solely on external resources are really setting themselves up for failure. Like you said in the video, it’s the kind of business where, if we’re successful, we’ll work ourselves out of business (even though you made the reference to media relations, it’s the same principle, right… teach a man to fish, etc…).

  60. Shonali says:

    @ginidietrich @KenMueller Do any of those services give such stats?

  61. ginidietrich says:

    @Mark_Harai With no work!

  62. ginidietrich says:

    @joey_strawn It’s confirmed. You ARE crazy!

  63. ginidietrich says:

    @Shonali @mdbarber @DannyBrown @johnfalchetto And two years of business experience. πŸ™‚

  64. Mark_Harai says:

    @ginidietrich @johnfalchetto @DannyBrown Give them keys, no… but, you’re future social media starts of the future will get their break from someone in your position Gini. Or Danny. Or John. Or?

    There will be mistakes made along the way, but the talent is there, someone is going to be giving breaks to young talent and providing them wings to fly.

    One of the greatest rewards in life is to helping a young professional change their life and get to the top of their game.

    I think one worthwhile legacy (part of) to leave in any industry is being known for making and creating the talent that drives industry.

    That will require trust be given to those whom you believe can rise to the occasion and get the job done. At least you’ll be spot on most of the time : P

  65. wabbitoid says:

    Excellent stuff – google alerts has always been my li’l secret, so I’m a bit sad you revealed it. As for a third tool that I think is essential, I’d say Constant Contact is my #1 after the obvious twitter/facebook stuff (since I mostly do consumer/hospitality accounts I have to rate them highly). Staying in touch about 1/month with people who want to know what you are doing is very important!

  66. @ginidietrich @Shonali @EricaAllison Thanks JB, I was worried. I now feel a lot better.

  67. @ginidietrich @Shonali @EricaAllison Thanks JB, I was worried. I now feel a lot better.

  68. DannyBrown says:

    @Mark_Harai @ginidietrich @johnfalchetto Mark, love your comment mate, and covers perfectly what I was trying to convey.

    At Bonsai, we have interns working on client projects, and we give them a LOT of leeway. We’re also there encouraging them to ask questions, and our clients are fully aware of their involvement. They work the ass of some “pros” I know, and are more savvy from a common sense angle than seasoned idiots. And we all know common sense goes a LONG way in a successful business.

  69. DannyBrown says:

    @Mark_Harai @ginidietrich @johnfalchetto Mark, love your comment mate, and covers perfectly what I was trying to convey.

    At Bonsai, we have interns working on client projects, and we give them a LOT of leeway. We’re also there encouraging them to ask questions, and our clients are fully aware of their involvement. They work the ass of some “pros” I know, and are more savvy from a common sense angle than seasoned idiots. And we all know common sense goes a LONG way in a successful business.

  70. DannyBrown says:

    @Shonali @ginidietrich @mdbarber @johnfalchetto I think that comes down to the college, not the intern. It may be different in the U.S., but we could (theoretically) have an intern for a complete year. Compare that to a lot of AE’s who bail at the first opportunity of what they see as a better opportunity, and I’d give a lot more opps to interns than I would an AE.

    As I mentioned earlier, maybe we’ve been really lucky with our interns. But I’d like to think that it’s because they value real opportunities as opposed to money grabbers that a lot of AEs can be.

  71. DannyBrown says:

    @Shonali @ginidietrich @mdbarber @johnfalchetto I think that comes down to the college, not the intern. It may be different in the U.S., but we could (theoretically) have an intern for a complete year. Compare that to a lot of AE’s who bail at the first opportunity of what they see as a better opportunity, and I’d give a lot more opps to interns than I would an AE.

    As I mentioned earlier, maybe we’ve been really lucky with our interns. But I’d like to think that it’s because they value real opportunities as opposed to money grabbers that a lot of AEs can be.

  72. DannyBrown says:

    @johnfalchetto Yep, strong policy and open door policy definitely key, mate. πŸ™‚

  73. DannyBrown says:

    @johnfalchetto Yep, strong policy and open door policy definitely key, mate. πŸ™‚

  74. mdbarber says:

    @DannyBrown @Shonali @ginidietrich @johnfalchetto I hear what you’re saying but just feel that without the strategic and feet on the ground experience you get from several years, you are setting someone up to fail. It’s certain that, over the course of a year, an intern gains experience but I still don’t think they can be out there alone without guidance from a more seasoned professional. But, I’m likely over-valuing myself too! I find myself doing lots of mentoring now and haven’t seen a lot of pros one year out of college with experience in strategic planning and crisis. If we’re looking at just pushing messages out and answering incoming, maybe but that’s not what most businesses need either.

  75. mdbarber says:

    @DannyBrown @Shonali @ginidietrich @johnfalchetto I hear what you’re saying but just feel that without the strategic and feet on the ground experience you get from several years, you are setting someone up to fail. It’s certain that, over the course of a year, an intern gains experience but I still don’t think they can be out there alone without guidance from a more seasoned professional. But, I’m likely over-valuing myself too! I find myself doing lots of mentoring now and haven’t seen a lot of pros one year out of college with experience in strategic planning and crisis. If we’re looking at just pushing messages out and answering incoming, maybe but that’s not what most businesses need either.

  76. DannyBrown says:

    @mdbarber @Shonali @ginidietrich @johnfalchetto Oh, agree 100% – but then that’s where the business owner comes in. The intern (or junior) is there for the value and experience *they* bring – the rest is up to the boss to guide. Of course, even brilliant interns fail under crappy bosses, but that’s another post altogether… πŸ˜‰

  77. DannyBrown says:

    @mdbarber @Shonali @ginidietrich @johnfalchetto Oh, agree 100% – but then that’s where the business owner comes in. The intern (or junior) is there for the value and experience *they* bring – the rest is up to the boss to guide. Of course, even brilliant interns fail under crappy bosses, but that’s another post altogether… πŸ˜‰

  78. mdbarber says:

    @DannyBrown @Shonali @ginidietrich @johnfalchetto Another post Danny? That’s a book or two or three! πŸ˜‰ Seriously I think we’re on the same page. I just see so many young people, especially working in nonprofits and small businesses, who are by themselves and there’s no one to guide them so they really can’t learn or succeed.

  79. mdbarber says:

    @DannyBrown @Shonali @ginidietrich @johnfalchetto Another post Danny? That’s a book or two or three! πŸ˜‰ Seriously I think we’re on the same page. I just see so many young people, especially working in nonprofits and small businesses, who are by themselves and there’s no one to guide them so they really can’t learn or succeed.

  80. AbbieF says:

    Two-fold response to third idea — speaking engagements/bylined articles. It is a bit time consuming, but offering to be a speaker at industry functions can be a valuable tool in getting yourself in front of potential clients. Often these organizations have newsletters (online or print) and your speech becomes a possible article as well.

  81. AbbieF says:

    Two-fold response to third idea — speaking engagements/bylined articles. It is a bit time consuming, but offering to be a speaker at industry functions can be a valuable tool in getting yourself in front of potential clients. Often these organizations have newsletters (online or print) and your speech becomes a possible article as well.

  82. ginidietrich says:

    @wabbitoid I’m sorry I revealed it. LOL! Great point about Constant Contact – I love them too. Have you tried NutShell? I didn’t even think of that tool until just now.

  83. ginidietrich says:

    @AbbieF Yes, very time-consuming, but HUGE ROI! We get about 30 percent of our business from speaking.

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