Attention Bill & Ted fans! The news that Bill S. Preston, Esquire and Ted “Theodore” Logan will once again be gracing movie screens with a new film, Bill & Ted Face the Music, has certainly been met with tremendous excitement. Not the least of which is that much of the original cast is coming back.
Now, you can see why Alex Winter (Bill) would, since if I didn’t put it in here you’d probably have to look up who played him. But John Wick, I mean Keanu Reeves, coming back as Ted? Who woulda thunk it?
Yet as fun as it was to watch the dopey duo from San Dimas, California gallivant through time, space and the afterlife, underneath it all there was actually an important lesson that everyone in the business world should take time to remember:
No wait, that’s not it. This is it:
Except for that last part again.
All kidding aside, though, “Be excellent to each other” is tremendous advice. And it applies in so many ways – to the client/agency relationship, to the boss/employee relationship, and even your relationships with your peers.
What does it look like to follow the advice Bill & Ted so eloquently offered? It can be something as simple as saying “please” when you assign a task/give a deadline, or phrasing it in the form of a question (can you get that to me by the end of the day?) as well as “thank you” when it’s done. Even if whatever just got completed is in someone’s job description or your scope of work. A little appreciation, like a little hot sauce, can really go a long way.
Going along with saying “thank you” is remembering to tell someone they did a good job when that is the case. I’ve worked in places (not here at Amendola Communications, thankfully!) where the “good job” was more or less implied because if you didn’t do a good job (or someone perceived it wasn’t a good job) you absolutely would hear “This is (insert expletive here)!!!!” But that’s not the best approach to take.
Instead, say “I really like this” or “That’s great” or something else along those lines providing it’s true. If you like the work of your agency, co-workers, subordinates, bosses, etc. tell them so. Nothing gets people excited – and more willing to go the extra mile the next time – than to feel their hard work is appreciated. If you’re willing to tell someone what they did wrong, you should be willing to tell them when they did something right.
And no, this isn’t that Millennial thing where they require constant praise because they got participation trophies when they were children and it ruined them – a theory I don’t buy into at all based on the Millennials I know and work with. Don’t offer up false praise or else all praise is meaningless. But if you like what someone is doing, or what someone has done, be sure to share that information with them.
Another example of being excellent to each other is being respectful and realistic about deadlines. Some people like to assign short deadlines whether they need to or not because they want to check things off the list. Don’t be one of those.
If you don’t need something until Friday, give your agency or co-workers until Friday to get it done. If you do that consistently they may just surprise you and get it done early anyway. They’ll also be more willing to drop everything when you actually do have an unavoidable short deadline. But if they discover you’re asking for things on Tuesday and not even looking at them until Friday the anger and resentment is sure to build.
And, of course, there’s the whole talking behind people’s back thing. You don’t have to love everyone you come across to be decent to them. Remember that in a lot of cases you don’t really know their story, and what made them the way they are. You just see the stuff they let out in business, or in public.
If you have a real issue with someone (versus a minor, petty annoyance which we can all have from time to time and just have to learn to get over), try to talk to that person about it rather than mumbling about it to others. Maybe that person is unaware of particular habits or quirks and will benefit from the conversation. Or maybe they’ll be unreceptive, but at least you will have tried.
Always, though, keep in mind it’s not just that person. It’s also you and how you react to the person. Then think through which of those you can control and then do something about it. You may find things a bit less irritating, and find yourself able to be a little more excellent to that person.
These may all seem like little things. And they are to an extent. Yet it’s often the little things that make the biggest difference.
The world has always been a harsh place, and in the last few years it’s grown even harsher. The anonymity of the Internet has made it easier for people to be nasty to one another, and the speed and breadth of social media has enabled that meanness to be spread farther and faster than ever before.
Still, you have a choice. You can join the clatter of nasty, or you can follow the advice of Bill & Ted and be excellent to each other.
If we all just try to be a little better, and a little nicer, we can make the world – both the business world and the general world – a much better place.
So what did I miss? What other suggestions do you have that will help us all be excellent to each other? Please share your thoughts in the comments below.
One of the most enduring challenges many of my clients face is getting their clients on board with a public relations program.
It happens to healthcare vendors all the time.
The sales team inks a major deal with a large health system or a long-time hospital customer reports transformative results with your solution.
These exciting developments course through your company and the promotional machinery is set into motion. Press releases and media alerts are drafted. A steady cadence of pitches for bylines, case studies, and interviews are knitted together into a cohesive, multi-pronged strategy that aligns with concurrent plans developed by marketing, social media, web development, sales and internal communications.
Suddenly, a single e-mail or phone call brings the entire endeavor to a screeching halt. Your customer doesn’t do PR with vendors.
I’ve been burned by that stove a couple of times. What follows isn’t a sure-fire recipe for folding an end-user into your client’s PR program. No such recipe exists. However, with a bit of foresight and planning, you can reduce the chances of a hard no.’
1. Do Your Homework. A big part of PR is relationship building. A quick huddle with your client’s PR department and agency is great for setting boundaries about what they will or won’t participate in. It also helps to have a granular understanding of how that client approaches public relations. For example, many organizations have firm policies against promoting the vendors they use in day-to-day operations. This might imperil the chances of a press release, but could open opportunities for other kinds of content, such as speaking engagements, vendor-neutral interviews and carefully curated thought leadership.
2. Set the Table. Successful end user public relations actually start with the sales team and account managers who onboard new clients. Do your contracts include language about PR participation? Most clients would understandably balk at being required to participate in a full-fledged PR campaign, but many contracts have a line or two mandating that a press release be distributed within 60 to 90 days of signing the contract. Sales teams are also great for understanding the best way to approach a client with a public relations strategy.
3. Sell Their Story. Positive media coverage can be used by the health system to promote this new capability among existing patients and the broader community. As an industry, healthcare is unique in the level of fellowship and collaboration it inspires. Healthcare providers have a passion for sharing new ways to meet complex challenges. Creating a client-centered strategy that focuses on the organization’s journey and perspectives could open more doors than a strategy that blatantly promotes the vendor.
4. Be Strategic, Not Tactical. Any client who is participating in your PR efforts should have a voice in the actual strategy and tactics. This thinking goes beyond press release approval. It includes how and when they will be positioned and prepared for media interviews, speaking engagements, or other opportunities. Establishing a regular cadence and open line of communication with your client’s marketing and PR team ensures that you both make the most of your public relations efforts.
5. Start Small. It’s tempting to be aggressive with new client public relations because the opportunities seem endless. But broad programs are easy to reject. Too much time, too many resources. There’s nothing wrong with creating an ambitious program but reveal as much as you need to at the time. Start with small but measurable wins to build up a relationship.
Your company’s clients are a critical and bountiful resource for your PR and marketing program. They offer third-party validation for the efficacy of your solution within the industry. They act as vendor-neutral sources for editors and reporters in the trade and business press. They provide real-world solidity to the larger trends and narratives impacting healthcare in the United States.
Though your clients may understand the value they could bring to your PR strategy, that doesn’t mean they will go along with it. Communication with your clients about PR initiatives not only clears up misunderstandings but also helps establish with your client boundaries and a level of comfort about deliverables being created with their name and reputation affixed to it
Some people network the traditional way. They attend networking events, dinners, and happy hours. Or they join membership organizations, serve on boards, etc.
The planned socials are not really my thing, though. Rather, I have built much of our public relations agency’s success on being open to engaging others, at just about any time, place or event. That’s a lesson I learned from my mom and dad!
They always pushed me to talk to everyone. I can still hear my Dad say: “Go talk to him. You never know where it will lead!” and “Go say “hi” to her. You never know who she knows.”
Not surprisingly, my parents were right and today it’s a philosophy I live by: network with everyone. You just never know! I have built my business on the unintentional events and truly believe that one experience leads to the next.
Here’s a great example. I recently received a LinkedIn note from someone looking for a national healthcare/pharma PR agency; her CEO had suggested she meet with me. Of course, it felt great hearing that the CEO remembered me and our high quality work especially since it had to be at least 12 years ago that he engaged us.
A meeting was scheduled. We barely got into the office when the lady said, “I can’t believe how you and Michael met. What a funny story!” To be honest, I had totally forgotten but when she gave me some details, it jogged my memory and wow, it was a good story!
Michael and I met at a car wash. Yes, a car wash!! It was a Friday afternoon and we were both waiting for our cars to be done. My mom, who was with me, engaged Michael in conversation. When she learned he was in healthcare she proceeded to sell him on my services!
There are not too many people in the healthcare/healthcare IT/pharma public relations space in Arizona, and Michael was impressed that I knew the lingo. We exchanged cards and met the following week at Starbuck’s. We did some project work for them and then lost touch … until now.
Here’s another example. Jim R. was a neighbor of mine. We were chatting at a pool party and became family friends. He was an entrepreneur and encouraged me to start my own business. I had been thinking about doing just that, and Jim’s encouragement gave me the extra push I needed. He also became a client and remains a good friend today.
And one more example one of my favorites–about how I met Gregg C. in the taxi line at the Dallas airport. In town for the HIMSS convention, along with tens of thousands of others, the line stretched on forever. Finally, the man managing it all yelled out, “Anyone else going to the convention center?”
Gregg and I got into the same taxi (pre-Uber days, of course!), and soon fell into conversation all the way into the city. It turned out Gregg was a top exec at Intel, and also from Arizona. At the time, I worked for a different healthcare IT PR agency, and Gregg said that Intel might need some specialized healthcare PR. He introduced me to a colleague, Chris, and the rest is history Intel’s Internet healthcare division became one of the agency’s clients.
But it gets better. I invited Chris to an event. She brought her colleague, Kate. I remained friends with Kate long after the engagement with Intel ended. In fact, years later when I launched my own PR agency, I reached out to Kate, and hired her to start our marketing department. Now, 14 years later, Kate is a vital part of Amendola, still leading our marketing efforts and so much more!
Networking has continued to build Amendola Communications. It was about eight years ago that I got a call from Jim G. He looked me up because I led his company’s PR efforts decades before. We not only re-connected but became great friends, attending HIT meetings and network events together, and cross-referring business leads.
Jim referred me to so many great HIT influencers that today, I rarely participate in RFPs. I don’t need to. Between my many years in the business, networking with editors, clients, and others, business leads just come in.
Of course, it is also a testament to my team and the agency that we have so many repeat clients: Doug, a four- time Amendola client; Jay, a three- time Amendola client; Brett, a three-time Amendola client; Steve, a two-time Amendola client; Michele, a two-time Amendola client; Laura, a two-time Amendola client. And the list goes on and on.
Mom and Dad were right. You just never know what that one connection will lead to! Why not connect with us today? At the very least, you’ll have a free, no-obligation consultation with the healthcare IT industry’s leading public relations agency. Shoot me an email at jamendola@acmarketingpr.com. I can’t wait to hear from you!
Last month was atypical for sure. I had two clients call and ask me, “How can we be a better client?” Wow! In all of my years in public relations & marketing, I don’t believe that has ever happened before.
One of the clients actually said, “You’ve always been there for us and have done a great job. I know we are the bottleneck right now. We’ve got to be a better client.”
The second client said he was pleasantly surprised at how much we have accomplished since launching our program, was delighted with the traction and volume, and most definitely wanted to sustain it. He added, “But the last thing we want is to be a difficult client!”
Obviously the Universe is hinting it’s time for a list of tips on being a fantastic client but first, let me underscore how essential it is to partner with a compatible PR agency. I’ve noted before that selecting a PR agency is much like selecting a spouse. For a solid relationship going forward, be sure the foundation rests on good, open, honest communication.
Which leads to my first tip
Have a dedicated Liaison. Having someone on your team who is responsive to deadlines and requests for interviews and information is paramount to our success. If we uncover a media interview, chances are the editor will want to interview your executive or client that day or that week. We need our liaison to respond with availability so we can firm up the interview and prep all parties. Email, phone, text is fine just someone who responds in a timely fashion.
Available/Engaged company and client spokespeople. It is so helpful when the passion, enthusiasm and commitment comes from the top. The positive energy will trickle down. In addition, access to thought leaders helps to shape messaging, priorities and sets the tone for the entire program. We can be more successful when we have ongoing information and communication from your team’s visionaries. On a related note, be sure your company is actually cultivating thought leaders.
Treat us like a member of your team. We are family now, right? We view ourselves as an extension of your team and would like to be in the know on what’s going on. Keep us informed and be transparent. Share your ideas, corporate initiatives, new customers gained, upcoming events, marketing campaigns, and important timelines. Keep the line of communication open and remember, it flows both ways. So ask us for advice, or run ideas by us we love to collaborate with our clients! Please invite us to talk to your internal stakeholders, especially those in product strategy, sales and other key team members. We appreciate consistent, open communications about the company’s business activities, developments, successes, and milestones.
Prep before your media/analyst interviews. We will do our part to arrange a prep for your interviews but please come prepared. We’re here to help with that, too.
Communicate, Communicate, Communicate Communication is the foundation to any relationship. If you are too busy to respond, let us know. If you are going to be out of the office, let us know. If you need extra support because your biggest trade show is coming up, call us NOW. There is no smarter way to leverage an expensive investment in tradeshows than through public relations. If you love our writing, let us know a little positive feedback goes a long way! By the same token if you don’t like the writing style, let us know we have multiple writers and can quickly make a switch. Lastly, we appreciate hearing (and acting!) on your interesting, timely observations, insights and thoughts on industry trends and developments.
Be open to feedback on positioning and strategy for media relations and thought leadership. You are hiring us to provide you with strategic guidance and counsel. You are hiring us for our expertise. And you deserve honesty. We have a great sense for what is newsworthy, what messages resonate and generally what works/what doesn’t. We are not shy. If you are open to it, we will tell you what we really think so ask away!
Set realistic deadlines. In our world, we are used to dealing with fire drills. Everyone wants everything yesterday. However, if you really don’t need the press release by the end of the day, then give us the proper time that is needed to give you something that is top notch.
Bring your positive attitude/energy. PR is one of the most exciting aspects of doing business. We love what we do, especially when we get to work with collaborative, upbeat people. It’s a close relationship, so let’s get comfortable, roll-up our sleeves, and do great things together!
Traditionally, B2B healthcare marketing shops design their campaigns to cast a very wide net, seeking to get their companies solutions in front of as many potential customers as possible. Today, more marketing teams are considering a much more concentrated alternative account-based marketing (ABM). The automation software company Marketo defines ABM as a strategy that “concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account.”
Rather than target “hospitals and health systems,” ABM marketers identify specific provider organizations the Cleveland Clinic or Intermountain Healthcare, for example as markets of one. In other words, rather than organizing marketing and PR efforts around such broad areas as industry, product or channel, ABM harnesses those efforts and customizes them for individual accounts.
According to SiriusDecisons, 92% of B2B marketers worldwide say that ABM is “extremely” or “very” important to their overall marketing efforts. And more than 70% of those respondents say their ABM budgets will grow this year. According to the analyst firm Forrester, only 0.75% of generated leads become closed revenue using traditional marketing tactics.
While ABM has seen expanding influence in increasingly commoditized industries, there is evidence that ABM could enjoy widespread application. So what are the advantages of ABM over traditional marketing campaigns?
Alignment. Companies can unify their marketing, sales, public relations and implementation teams around an account’s buyer journey from online research to purchase to brand advocacy and loyalty and work from the same set of goals and metrics.
Analytics. Marketing has become much more customized in the era of machine learning and digital commerce. By leveraging research and analytics to individual accounts, engaging with those customers through highly customized campaigns, and making evidence-based adjustments to strategies and tactics based on data, healthcare companies can develop more focused lead-gen programs than funneling potential leads from a broader audience to the sales team.
Adaptability. ABM complements other marketing strategies, such as inbound marketing. For example, both ABM and inbound marketing rely on personalized strategies that push value over products.
Getting Started with ABM
ABM does require front-end research and developing a methodology for identifying potential accounts, including company size, location and annual revenue, market influence, etc.
It also requires sales and marketing teams to get together to discuss the ABM framework that includes corporate marketing activities, account-specific communications, and detailed research into not just the target organization but also its key players, influencers and decision-makers.
Once the target research has been completed, the next task is creating the customized content for outreach. It’s important to remember at this juncture that you are not marketing for a broad audience. Speaking to generalized pain points won’t work. Use your research into each account to create content that meets that specific target where they are.
With content in the hopper, the next big decision is choosing the right channels of distribution. Your research into the target organization and its primary influencers should shed some light on which digital and social platforms will best bring your message to the potential client.
Once the campaign is up and running, measuring the success of your campaign is critical. And that can be trickier than you think. The ROI of ABM uses a mix of qualitative and quantitative measures. For example, is your list of decision-makers and influencers within a target account growing? Has there been an uptick in engagement from the account? Has revenue increased for specific accounts?
ABM is a perfect-storm mix of art and science. However, well executed, this species of marketing can help break silos between corporate sales and communication, engender greater loyalty and interest from customers, and help your organization better meet the needs of clients.
