I’ve been thinking a lot about ‘success’ lately. What is success?

I used to think that success was working 60-plus hours a week. I thought the more employees we had the more successful our business was. I thought that if I attended everything I was invited to and never said ‘no,’ that was a success. I was wrong. 

It’s not about the input (number of hours), but instead the outcome (results). I concentrate now on what I can achieve rather than how long I work. Thankfully the clients I have, the relationships I’ve built, and two decades of writing for the media (I started writing for my local newspaper at 16) mean I’m able to complete my work successfully in a reasonable amount of time so that I can spend my free time with my family. Now, that’s a success. 

I’ve also come to realize that we don’t need an office full of employees, instead, we contract experts in their field. I’m the first to admit what I can and cannot do for my clients, which is why I surround myself with talented people from fellow local and independent businesses, whether videographers, graphic artists, or web designers. 

I’ve also learned that my clients are my greatest asset. Their referral means everything. If I continue to do a great job for them others will follow. Yes, I still like to network, but I’m more selective these days about how I spend my time. Often, I’ll arrange face-to-face meetings over a coffee or join organizations that expose me to new people. 

So, success in 2020 at Gem PR & Media means working hard and playing hard (and when I say playing hard I mean baking with the three-year-old and cuddling our three-month-old), it means continuing to offer the best service to our clients – thinking outside of the box – and meeting new people and giving them genuine attention. It’s going to be a great year. I hope yours is a successful one too! 

Owned, bought, and earned media

It’s been a while since I’ve had an opportunity to write a blog. Tomorrow I will present to my peers and as I was writing the presentation on owned, bought, and earned media I thought I’d share my thoughts with you also.

In writing outreach strategies for clients, which align with their business goals, I always take into consideration owned, bought, and earned media.

Owned media is anything you own that can be leveraged for marketing purposes; apparel, office supplies, your website, social media, etc.

Website: maximize its potential; add a blog or news feed, update images, post client/customer testimonials, link to your social media profiles, backlink

Social media; post engaging, informative and timely content; images, videos, industry related information, ask questions, post surveys, piggyback on trends and topics, share content from other business pages etc.

Bought media is anything you buy; advertising in magazines, online, social media, TV, radio, billboards etc. It’s really a case of working out which of the above will bring you the greatest return on your investment. We are seeing more and more people investing in social media advertising/Facebook boosting and videos – as well as Google ad words – the most important benefit to remember about online advertising, is that it’s measurable.

Earned media

Essentially – Public Relations – the core of what Gem PR & Media does for clients on a daily basis.

Speaking opportunities: there are a wide variety of speaking opportunities in central Illinois and beyond. 

Articles, profiles, and interviews on TV, radio, in print and online. This is a great opportunity to spread the word about your business and/or services.

Awards; enter awards and nominate clients, colleagues, and partners/third party providers – not just to show that you care, but to spread the word about your organization, its people and those that it interacts with.

CSR – corporate social responsibility; this is a huge part of what we do as a business and encourage other businesses to do so also. Giving back to the community in which your business operates, and you live in, is a major plus here.

In addition to being a nice person, you’re also elevating your brand.

If you choose to dedicate time and resources to a cause make sure it is either one you are extremely passionate about and/or aligns with your business goals. 

Make sure you have the time to commit – don’t half-ass it – that’s bad for your reputation.

Use your existing skills – if you’re an accountant – offer to do the bookkeeping, if you’re a lawyer offer to be legal counsel etc.

One of the most important things to remember about public relations/earned media is longevity – this is something often forgotten … when you have an article published online, or you make a presentation/speech and someone shares a photo of you and tags your business on Facebook, or you volunteer for an organization, secure a spot on the news, and a link to the interview is shared on the website and social media platforms - the message is repeated, the exposure is wide reaching and you are now established as a go-to source – you/your business/services/products and expertise are available for anyone that is interested days, months, even years after you’ve ‘paid’ for that PR. 

So think about the ways in which you can best leverage your owned, bought, and earned media - and remember the investment is well worth it in the short - and long-term. 

Practicing what we preach – Junk In Your Trunk For A Cause in Springfield

I talk regularly about the need for businesses, as well as individuals, to give back to the community. Often, my advice is to piggyback on an established event, which you can also ‘make your own.’ But sometimes it’s worth taking the leap and creating something out of the ordinary in the hope that it will raise funds for a cause you are passionate about, align with your values, and attract a healthy crowd.

 

 Not long ago, my friend, Cheri Plummer and I were talking about ways in which we could raise money for causes we believe in and have fun at the same time. We came up with the idea of organizing a Junk In Your Trunk event on Saturday, September 9th between 8am and 1pm where vendors are invited to sell their wares, with a focus on garage sale items, from their trunks. We approached Marine Bank 3120 Robbins Road and asked if we could use the parking lot– and they kindly said yes. We already knew we wanted to raise money (and awareness) for Compass for Kids, and so Junk In Your Trunk For A Cause was born.

Of course, once we’d planned the details, I got to creating a Facebook page, we’re working on a press release, Cheri will be posting onto all of the ‘for sale’ Facebook pages and we’re asking our nearest and dearest to help spread the word.

Compass for Kids, previously a program that existed at the Family Service Center launched as an independent non-profit last year. It is responsible for three major programs, which support at-risk children and families in Springfield School District 186. These include an after-school program with snacks, an evidence-based social-emotional curriculum lesson, academic time, life skills classes, and a healthy family-style dinner. Second, Camp Compass, a free summer program designed to improve reading and math skills and prevent learning loss over the summer months. And last, the backpack feeding program, a partnership between Compass, HSHS St. John's Hospital, and the Central Illinois Foodbank, which sends two breakfasts, two lunches, two snacks, and two dinners home with the children for the weekend.

Having been raised on a considerably affluent island in the British Channel, I feel it is my responsibility to give back, I know it is our duty as a business to support the efforts of others, and most of all I want to create a better place to live for our children. At Gem PR & Media we are constantly working towards projects that give back whether that’s through articles in Eighteen21.com, monetary contributions, or the time we give by sitting on boards, committees, and getting stuck in.

If you are interested in booking a spot at the inaugural Junk In Your Trunk For A Cause event here are the details: Parking lot spaces are available for people to bring their 'garage sale items'* to be sold out of their trunk. Each space is priced at $15 and spaces are limited to 30 sellers. Those who wish to reserve a space should send their check to Cheri Plummer at Lee O'Keefe Insurance Agency, Inc., 2501 Chatham Rd Ste. 100, Springfield IL 62704 by August 25th (please make the check out to Compass for Kids). Sellers are invited to set up from 7am and the car lot must be cleared by 2pm. Entry to the fundraiser will cost $3 per person (Kids 12 and under are free) or the donation of two non-perishable food items for the Compass for Kids food program.  

For more information visit Facebook.com/JunkInYourTrunkForACause or email Gemma Long at Gemma@GemPRMedia.com or Cheri Powers Plummer at CPlummer@LeeOKeefe.com. 

*Only items permitted by law can be sold. No guns, car seats, or baby cribs etc.