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The Small Business Communications Podcast on the 2GuysTalking Podcast Network

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The Small Business Communications Podcast: Small businesses are one vital component of the American economy that manage to weather any financial storm. They are the foundation of what makes opportunities for millions each and every day. My name is Kent Martin. I've seen just about every kind of business model there is over the years. Some are strong, others have endured and some - well - if there weren't bad ones we couldn't understand how great the good ones are, right?

So join me as I share perspectives, theories and outright facts about how businesses both large and small communicate and how YOU can strengthen and improve your company communications during the 2GuysTalking Small Business Communications Podcast.

Podcast Host's Bio: Kent Martin The Small Business Communications Podcast from 2GuysTalking

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Kent Martin lives in the world of communications. His career in the discipline encompasses the gamut of experience, from working media as a producer and reporter to corporate communications, helping companies of all sizes develop and put into action the appropriate PR solutions to their needs.

He has worked for both start-up organizations as well as Fortune 100 firms, providing a host of public relations services, such as executive counsel, brand message development, trade show support, media relations and media training. For Kent, communications lie at the crux of the answers to many of our challenges in society today.

“The Information Age in which we live can be overwhelming … and at the same time, it can be a terrific opportunity,” Kent believes. “Never before have we had available to us the wide variety of communications tools we have today, from traditional to new and social media. The key to success, however, is knowing which tool to use to reach your audience. And it all begins with research and planning.”

His career experience ranges from crisis communications for a national airline to strategic planning for a global mining company to media relations for a national memorial. Kent has won a host of national honors, including the George Foster Peabody award, the Associated Press Broadcasters award as well as a regional Emmy award for his work for the Higher Education Channel in St. Louis.
 

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The Small Business Communications Transcripted Podcast
Press Releases - What Makes a Good Story in a Press Release?
Constructing a Press Release

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(Small Business Communications Podcast Intro begins: typewriter feeding in paper is heard. The typewriter's guide arm slaps into place. Typing begins as the music begins to fade in...) Small businesses are one vital component of the American economy that manage to weather any financial storm. They are the foundation of what makes opportunities for millions each and every day. My name is Kent Martin. I've seen just about every kind of business model there is over the years. Some are strong, others have endured and some - well - if there weren't bad ones we couldn't understand how great the good ones are, right? So join me as I share perspectives, theories and outright facts about how businesses both large and small communicate and how YOU can strengthen and improve your company communications during the 2GuysTalking Small Business Communications Podcast.  (Typewriter bell dings)

We’ve looked at what a news release looks like and what goes into a successful release. It’s time to talk about what sort of story makes for a good release.

A news release that captures the attention of an editor is one that tells a story the editor’s audience will want to read. What kind of story does an audience want to read? Look in the mirror and ask yourself whether it’s a story you’d be interested in reading. If it’s a story only you and maybe your staff want to read, think about how to tell your story to the bigger audience.

How to do this? By helping relate your news to the general population.

The story may talk about how your company is growing, say, through an office opening or a new contract. It may mean you’ll be adding people … or maybe not - but it’s still a story of good news about your firm. And this is worthwhile news.

Here are some examples of stories your company might consider news release-worthy:Link to complete text from this transcripted podcast at The 2GuysTalking Bloggers Bug!

 

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The Small Business Communications Transcripted Podcast
Public Relations - Good and Effective Communications Tools - Part 2
Constructing a Press Release

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(Small Business Communications Podcast Intro begins: typewriter feeding in paper is heard. The typewriter's guide arm slaps into place. Typing begins as the music begins to fade in...) Small businesses are one vital component of the American economy that manage to weather any financial storm. They are the foundation of what makes opportunities for millions each and every day. My name is Kent Martin. I've seen just about every kind of business model there is over the years. Some are strong, others have endured and some - well - if there weren't bad ones we couldn't understand how great the good ones are, right? So join me as I share perspectives, theories and outright facts about how businesses both large and small communicate and how YOU can strengthen and improve your company communications during the 2GuysTalking Small Business Communications Podcast.  (Typewriter bell dings)

Last time, we talked about the news release and its role in public relations. Now, we’ll deconstruct a release and explain how it works and what it should accomplish.

A typical news release consists of five main parts:

* A clear and consistent message – Boil down your story into a nice and concise sentence or two, then weave it into your release. A good writer knows how to do this so your release reads easily and your message doesn’t come across like a sledgehammer. The message should be prominent in the release – whether it’s in the lead sentence or perhaps a quote – so the reader, a writer for a trade journal perhaps, is compelled to carry it forward into a story.
 

* A headline that makes the reader want to read the release. Too many headlines are flat recitations of the actual announcement – ABC Company Opens New Warehouse – and do nothing to encourage the reader to continue. Give me a little more in the headline. How about ABC Company Opens New Warehouse to Meet Customer Demand, or ABC Company Goes Lean and Green With New Warehouse? Now you have something worth reading...

Link to complete text from this transcripted podcast at The 2GuysTalking Bloggers Bug!
 

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The Small Business Communications Transcripted Podcast
Public Relations - Good and Effective Communications Tools - Part 1

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(Small Business Communications Podcast Intro begins: typewriter feeding in paper is heard. The typewriter's guide arm slaps into place. Typing begins as the music begins to fade in...) Small businesses are one vital component of the American economy that manage to weather any financial storm. They are the foundation of what makes opportunities for millions each and every day. My name is Kent Martin. I've seen just about every kind of business model there is over the years. Some are strong, others have endured and some - well - if there weren't bad ones we couldn't understand how great the good ones are, right? So join me as I share perspectives, theories and outright facts about how businesses both large and small communicate and how YOU can strengthen and improve your company communications during the 2GuysTalking Small Business Communications Podcast.  (Typewriter bell dings)

Let’s take a look at public relations and some of the tools used to practice good and effective communications.

The news release … or press release, however you choose to call it … has been an essential communications tool since the birth of PR. The news release contains the storyline, message and the tone of a campaign and provides essential details about the announcement, such as the when and where and why. In many ways, in fact, its format is similar to a news story and when you think about it, this is necessary because you’re pitching your story to a journalist.

But first, we need to understand the role a release plays in public relations...

Link to complete text from this transcripted podcast at The 2GuysTalking Bloggers Bug!
 

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The Small Business Communications Transcripted Podcast
Telling Great Stories

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(Small Business Communications Podcast Intro begins: typewriter feeding in paper is heard. The typewriter's guide arm slaps into place. Typing begins as the music begins to fade in...) Small businesses are one vital component of the American economy that manage to weather any financial storm. They are the foundation of what makes opportunities for millions each and every day. My name is Kent Martin. I've seen just about every kind of business model there is over the years. Some are strong, others have endured and some - well - if there weren't bad ones we couldn't understand how great the good ones are, right? So join me as I share perspectives, theories and outright facts about how businesses both large and small communicate and how YOU can strengthen and improve your company communications during the 2GuysTalking Small Business Communications Podcast.  (Typewriter bell dings)

Once upon a time … that’s how almost every fairy tale begins. And let’s face it, who among us doesn’t enjoy a good story told well? Just about everybody enjoys storytelling. And if you’re a small business owner trying to break through the clutter in today’s media traffic jam, that’s good news.

Because you don’t have to be overwhelmed by all the choices available today online, broadcasting, social media, print - name it. It may seem that the ways to communicate are complex and endless, and your task is overwhelming.

In reality, what matters is what you want to tell your audience. And how you do that is through telling a good story.

Consider some of the more memorable stories you’ve ever heard about a company or an organization. Colonel Sanders had been selling his famous fried chicken to patrons of his restaurant for years before launching his franchise empire at the age of 65...

Link to complete text from this transcripted podcast at The 2GuysTalking Television Review Blogs...
 

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The Small Business Communications Transcripted Podcast
Dealing with Scandals

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(Small Business Communications Podcast Intro begins: typewriter feeding in paper is heard. The typewriter's guide arm slaps into place. Typing begins as the music begins to fade in...) Small businesses are one vital component of the American economy that manage to weather any financial storm. They are the foundation of what makes opportunities for millions each and every day. My name is Kent Martin. I've seen just about every kind of business model there is over the years. Some are strong, others have endured and some - well - if there weren't bad ones we couldn't understand how great the good ones are, right? So join me as I share perspectives, theories and outright facts about how businesses both large and small communicate and how YOU can strengthen and improve your company communications during the 2GuysTalking Small Business Communications Podcast.  (Typewriter bell dings)

When you think back on news stories that have made headlines over the years, no doubt many of them that come to mind most quickly involve scandals, and the companies and celebrities ensnared in them.

But think back again and consider how you remember them. You probably put them into two categories: Those companies who failed miserably at dealing with said scandals, and those companies who dealt with these scandals not only professionally and intelligently but did so in such a way that their response actually enhanced their reputation.

Some of the biggest PR mistakes made in corporate America in recent times occurred on or near Wall Street and Detroit. The bonuses handed out to top executives of companies that had been given federal bailout funding drew scorn and criticism. Whether or not those bonuses were justified, the outcry and protests from taxpayers and lawmakers alike forced some recipients of the bonuses to give them back...

Link to complete text from this transcripted podcast at The 2GuysTalking Television Review Blogs...
 

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The Small Business Communications Transcripted Podcast
Public Relations (PR) - What is It?

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(Small Business Communications Podcast Intro begins: typewriter feeding in paper is heard. The typewriter's guide arm slaps into place. Typing begins as the music begins to fade in...) Small businesses are one vital component of the American economy that manage to weather any financial storm. They are the foundation of what makes opportunities for millions each and every day. My name is Kent Martin. I've seen just about every kind of business model there is over the years. Some are strong, others have endured and some - well - if there weren't bad ones we couldn't understand how great the good ones are, right? So join me as I share perspectives, theories and outright facts about how businesses both large and small communicate and how YOU can strengthen and improve your company communications during the 2GuysTalking Small Business Communications Podcast.  (Typewriter bell dings)

What a time to be in business for yourself! Yet this is the very time when you need to look to the future when times will be better. Now is the time to start reaching your audience with your vision. And one way to do it … is with public relations.

Everyone has a different opinion of PR. Some see it as free advertising. Others call it “spin.” Still others struggle to see any value in it because its effectiveness is not easy to measure. At least with advertising, you see the final product.

Your audience may remember where they saw the ad. It may be easier to understand if we talk about what PR is - and what it is not...

Link to complete text from this transcripted podcast at The 2GuysTalking Television Review Blogs...
 

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