Red Cross Voluntweeters turning heads, again!

Posted on February 21, 2011 by Michelle Damico

As a follow up, it’s worth sharing that the Chicago Red Cross‘ “Voluntweeters to the Rescue” story that I blogged about previously got picked up today by Newsradio 780 reporter Bernie Tafoya. Here’s one of his reports that aired during this morning’s newscasts. http://chicago.cbslocal.com/2011/02/21/stranded-motorists-used-twitter-during-blizzard/.

I’m hoping the Red Cross experience with Twitter during the Chicago Blizzard will convince the City of Chicago to take a closer look at how Twitter can easily be used to respond to emergencies and disasters. Given that the Red Cross carried out its Twitter Blizzard Rescue with little to no budget, relying solely on a band of volunteers, it is a great lesson on the power of crowdsourcing and the right social media tools when disaster strikes.

This story is getting a lot of interest — just do a search of @ChicagoRedCross on Twitter to see the number of people tweeting about it. It’s definitely worth talking about. Hope you spread the word.

Twitter, Red Cross ‘Voluntweeters’ to the Rescue in Chicago Blizzard

Posted on February 17, 2011 by Michelle Damico

Image by chadmagiera via Flickr

Image by Wikipedia

Tweeting to save humanity is a pretty lofty goal, but it’s not beyond reach for Jackie Mitchell, Marketing/Communications Director of the American Red Cross of Greater Chicago. Mitchell (@Your_MsSunshine) had amazingly vivid and attention-grabbing stories about how the volunteer-driven (90% volunteers) Red Cross is using Twitter to literally try to save people when disaster strikes. She recently shared her account with digital PR professionals attending the 4th Annual Ragan Communications Conference for Social Media PR and Corporate Communications.

The Great Groundhog Day Blizzard in Chicago, Feb 1, 2011 pounded the metropolitan area with nearly 2 feet of snow in a matter of hours. Snowfall measuring 20.2 inches (officially at O’hare Airport) and heavy winds stranded hundreds of commuters in their cars on Chicago’s heavily traveled roadway, Lake Shore Drive.

All lanes were jammed with vehicles that were either stopped for or involved in accidents or had simply run out of gas. As they waited in their lanes, blowing snow turned cars into giant snow drifts and left people stranded for more than 10 hours in some cases without food or water. The city urged drivers to stay in their cars, but offered little information about when and what kind of help would be coming.

Research by the Red Cross shows that 74% of those surveyed believe an emergency responder would hear an SOS tweet. “They believe you would respond within an hour –the public thinks your listening. People think if they tweet about an emergency, than someone will come with help. The Red Cross is continually looking for ways to do things differently so we can respond.” Mitchell said Twitter just happened to be the right tool at the right time.

“Chicago Red Cross started preparing for the blizzard because we knew everyone would be talking about it. By following popular hashtags such as #snOMG, #ChicagoBlizzard, @snowmageddon, #snowpocalypse and #snoprah – we immediately saw what people were talking about and then began engaging with them. Mitchell says the Red Cross has learned early on in their own Twitter presence that “to mobilize or move someone to act or donate, you have to understand what their shared value is. Our “voluntweeters” know that too and they began tweeting the dire situation to their followers. We soon caught media attention. In some cases, reporters found the Red Cross tweets more timely than information coming from official sources.

“We found ourselves functioning like a news source, and later learned how many media outlets were referring to us,” Mitchell said. “When disaster strikes, it’s common for our social media conversation to drive the traditional media conversation.”

Providing information remained secondary to its main mission – helping those in need. Volunteers, many of whom were identified through Twitter crowdsourcing, converged on Lake Shore Drive, distributing water and food to those stranded in cars until warming buses arrives to take them to Red Cross shelters. More than 360 commuters were taken to shelters that night.

Mitchell says search and rescue during a disaster isn’t something the Red Cross typically does (most local aid goes to helping families displaced by house fires). But Mitchell says that matching people who wanted to help with people who could help was the right thing to do to “honor” their community.

“It wasn’t our niche, but it was our community. We honored community and they responded afterwards with gratitude by making donations, giving blood and offering to volunteer,” she said.

There are many lessons from the Chicago Red Cross’ Blizzard response. Donations and volunteers are the lifeblood of the Red Cross — without either the Red Cross would cease to exist. She says the Blizzard of 2011 proved once again, that finding those who need your help, mobilizing followers to act, and genuinely engaging with all audiences leads to real results. The proof? Mitchell says Red Cross tweets, news and updates generated so much good will and credibility among the community, that offers of cash, blood donations and volunteer assistance immediately followed the snow storm.

If you’d like to donate blood, cash, or your own time to the American Red Cross of Greater Chicago, go to http://www.chicagoredcross.org and Donate Now!

You can also go to the Chicago Red Cross Flickr stream or YouTube Channel to see volunteers in action on and following the Great Groundhog Day Blizzard of 2011! Here’s a YouTube video interview of a Lake Shore Driver rescued by the Red Cross. He’s a teacher at Clara Barton Elementary School — an amazingly funny coincidence, since Clara Barton is the founder of the American Red Cross!

Turning “No, You Can’t” into “Yes, You Can.”

Posted on February 7, 2011 by Michelle Damico

Bachrach speaks to students at Chicago's Julian High School

It’s ironic that I nearly said “No You Can’t” to Lloyd Bachrach, the founder of Yes You Can! Lloyd has an amazing story to tell about his success and personal achievements in spite of a birth defect that made his legs unusually short. He had approached me in late December, asking to help him get coverage for his speeches before kids in Chicago’s most violent-prone public schools. Through a grant from the CME Group Foundation, Lloyd was going into the schools and encouraging kids to respect themselves and each other and to strive for greatness beyond their imaginations.

I discouraged him from doing PR during the busy Christmas season, initially telling him that getting reporters out to the schools would be difficult. Plus, I feared administrators wouldn’t allow for kids faces to appear on camera, plus some principals don’t like camera crews or reporters in their schools. I had an endless list of reasons for “No You Can’t.”

He accepted my advice, and I told him I’d be in touch after the New Year. Luckily I didn’t accept my advice and realized the huge mistake I made! How could I be telling this amazingly optimistic, inspiring human being that his story wasn’t ready to be told. We started working with each other immediately. Loyd is a great speaker and a great performer. He had these middle school and high school kids in the palm of his hands! Finding ways to curb violence and bullying in Chicago Public Schools is a hot topic, because our schools have been plagued by kid-on-kid violence. So reporters, looking for a fresh angle heading into the New Year, were instantly interested.

Literally within days, I secured the first in a string of interviews from reporters who wanted to talk to Lloyd by phone or in person at the events. Within a six-week period, Lloyd was featured on WLS Talk Radio, Chicago Tribune (print story and video online), the DeKalb Daily Chronicle, Living Lake Country publications serving Southern Wisconsin and the Oak Leaves of the Pioneer Press. Other media are also interested in TV interviews or in having Lloyd write an article about how he helps steer kids away from violence.

Lloyd is one of the best clients I’ve ever had. Besides inspiring kids, he inspires me — A LOT! He is always positive and funny. And he listens to my advice, always seeking constructive criticism. I’m so glad I went with my gut, and told myself Yes You Can to Lloyd. I’m also glad I had the honesty to admit a mistake and to follow my instincts.

You landed your first TV interview!
Now what?
Five tips for positive coverage

Posted on November 10, 2010 by Michelle Damico

: Image via Wikipedia

You finally nailed it – a local TV reporter you’ve been calling and emailing for weeks wants to interview you for the business, community or social issue that you’ve been promoting. Excited, you call your friends to alert them about your upcoming TV news appearance. Now what?

That’s the question I posed to my friend Kathy, who was thrilled about her upcoming WGN-TV interview about her community’s opposition to a giant new sports complex.

Landing the big interview to generate awareness for her cause was a great reward for her media outreach efforts. She quickly recognized though that the prize – accurate reporting of her position – only comes with preparation.

Looking at a reporter, talking to into a microphone, searching for a profound comment while a video camera rolls is not a skill most of us possess. As my colleague Neil Parker advises his clients “An interview is no time for original thought.” Your comments and how you present them should be prepared and practiced far in advance!

These tried and true steps will arm you with the confidence you’ll need to turn that interview into and all your PR efforts into positive coverage. These apply to practically any media interview, whether you’re speaking on behalf of a community group, business, government or nonprofit organization:

Agree on a spokesperson

For businesses, governments or nonprofits, that’s an easy one. It’s usually the top executive. But if you’re a community group with many volunteers at work, you’ll need to agree in advance on who’s doing the interview. The stark reality is that it should be one person (or two at most) who will do the interview. If there are two of you, agree in advance who will discuss which topics, so you don’t repeat your key messages.

Turn your messages into sound bites

Since the news report is likely limited to two or three minutes, expect that just one or two of your sound bites – typically 10 to 20 seconds long– will be aired. Before the interview, jot down your key messages and shorten them. Repeat and put your messages in your own words to increase your comfort level and boost confidence.

Remember — COMFORT + CONFIDENCE = POSITIVE COVERAGE

Anticipate questions

Be prepared with answers by knowing the questions. It’s likely that as a business exec, government leader or a community activist, you’ve been asked hundreds of questions. Identify which questions are most likely to be asked. Put your topic in context of other news or trends. For example, the sports complex proposed for Kathy’s community comes as other similar facilities are failing and may require government help – a tax increase – to stay afloat. So her answers should refer to the experiences of other towns stuck with a white elephant that will require a bail out.

Practice

Rehearsing your answers is AS important as framing them. Ask a colleague to lead a mock interview. That experience will be just as weird and surreal as the real video-recorded interview, so why not get the hang of it beforehand! Practice a few times, and if you have a video camera or digital recorder, use it! Watching or hearing yourself for the first time is hard for anybody, but you’ll learn a valuable lesson and will sharpen your performance after seeing yourself in action.

Relax

Yes, you can still have nervous energy – it’s natural and provides the adrenaline rush that leads to great performances. However, the way to channel that energy into a compelling interview is by being prepared, knowing what to expect and facing your questions with confidence.

Trying to Make Business News in the Political Clutter?

Posted on October 29, 2010 by Michelle Damico

: Image by Indiana Public Media via Flickr

We’re heading into the final stretch for the mid-term elections, with just four full days before voting day November 2nd. If you think the media won’t latch on to your non-political story idea, change your way of thinking. I just pitched two Illinois reporters on a business story and asked if they’d be interested at this time and they both said YES.

A general assignment reporter for public radio said she might use my item for Tuesday, because typically radio stations have an election-day blackout on campaign mudslinging and candidate positioning. She needs non-campaign pieces for her hourly newscasts. Another newspaper business reporter says he’s always looking for business items he can localize and is also considering a client interview.

The message here, as with all media relations: Don’t enter a PR assignment with your own preconceived notions. If you don’t think reporters will be interested, ask them what they’re covering and what they’ll be needing, based on the calendar or everyday circumstances. Don’t think your business message will get drowned out just because we’re in the midst of fiercely contested political races. In fact, don’t think too hard about it at all…just call and talk!

Making Your Business More Profitable

Posted on October 12, 2010 by Michelle Damico

Early birds catch the worms, and it helps to be thoughtful too. (photo: michelledamico.com)

My friend and mentor Barry Moltz posed a great question to his following of entrepreneurs, and I thought you might like to see the 36 helpful answers to: “What are you doing to make your business more profitable?”

How Christine O’Donnell broke PR’s golden rule

Posted on October 6, 2010 by Michelle Damico

The new Christine O'Donnell Witch doll.

“I am not a witch!” Tea Party Senate candidate Christine O’Donnell held a news conference this week to introduce her “I am not a witch” campaign ads. She admitted that she dabbled in witchcraft at a younger age, and now her critics are taking advantage of the admission. Her response is a PR person’s worst nightmare.

Why, oh why would she create a political ad to promote this message, and why would her manager allow her to do it? By sending out this message – and giving it a campaign priority, O’Donnell has broken one of the top rules of PR — never repeat a negative. Richard Nixon broke the rule: “I am not a crook.” Mayor Richard M. Daley did it: “I am not a wimp.” And now O’Donnell. Responding to a negative question with a negative answer only reinforces in the mind of the listener that you really ARE what you say you AREN’T! The negative sticks to you.

By putting out this ad, and making it her message, her problem didn’t go away. It just got worse. I, like many people, didn’t pay attention to the details of her background. I was amused by her candidacy, but I wouldn’t have cared, because I’m not voting for her.

Now, she’s allowed her campaign to become even more of a circus act than it already was. I’ll follow her now, just for the entertainment value of witnessing her next PR blunder.

How might she have responded to questions about her past interest in witchcraft? She could have responded “I’ve already answered questions about that, and it’s not relavent today, when so many other challenges are facing our country.” Or she might have said, “I’m sure all of us regret some of our youthful indiscretions, and my campaign is about finding answers to our problems, and not looking back.”

Is that a sincere answer? Probably not, but it would have saved her from the damaging headlines and the lingering story. Heck, just as she announced “I am not a witch,” a new doll manufacturer came out with the Christine O’Donnell action figure, and guess what, she’s dressed as a witch!

This Exists: Christine O’Donnell Witch Doll (mediaite.com)
Christine O’Donnell’s ‘Witch’ Ad Shows She’s Not Like Us (politics.usnews.com)

Is Your Biz Missing the Social Media Boat? C’mon, Hop On!

Posted on October 5, 2010 by Michelle Damico

: Image via Wikipedia

The social media bandwagon is getting pretty crowded with corporate marketers and PR professionals. Big corporate players such as Old Spice, Kraft, Coke, Skittles, and others have been one-upping each other with creative social media initiatives over the past few years.

While there’s lots of dazzle in these campaigns, the reality of social media is that you don’t need a big fat marketing budget to experience the direct customer engagement you’ll get from Facebook, YouTube, Twitter, LinkedIn, Flickr, and others.

If you walk down Main Street USA, you’ll find that many small businesses haven’t caught the social media bug. It’s easy to understand why. Small business people are the most time-stretched of all the entrepreneurs I meet. They’re often operating on a shoe string, and seek help from family and friends to keep the payroll down. It’s hard enough to consider promoting your small business brand when you’re trying keep the lights on and the doors open.

If you can relate to all I’ve just said, perhaps you might want to take a few baby steps before taking the social media plunge. Here are a few ideas that might save you time and budget.

1. Focus on Facebook. Don’t get dizzy wondering whether you should be on Facebook, YouTube or Twitter. With 500 million users and growing, Facebook is where it’s at. It may not stay the most popular social network forever, but with that many eyeballs, and with the constant media chatter about its popularity, keep your focus on its potential to let you talk directly with your customers.

2. No need for high priced experts. Look in your own backyard for help. Better yet, look in the next room. If you’ve got a kid on Facebook, see if you can capture your attention for a few minutes to show you how to set up a page for your business. Hey, maybe you can dangle an incentive such as a boost in the weekly allowance in exchange for help in creating AND completing a business page. Don’t have a teenage techno wiz available? Small business development centers all around the country are offering social media introduction classes, and often they cost next to nothing.

3. Take advantage of customer relationships. The best small business people get to know their customers through casual conversations. You’ll probably find a few marketing professionals among your customers with experience setting up social media pages and profiles for their clients. Suggest to arrange some sort of barter relationship to take advantage of their expertise.

4. Be a Google Meister! There’s a wealth of how-to information on how to use Facebook. Facebook itself has a wealth of help resources, but don’t stop there. Sites such as AllBusiness.com and Mashable.com offer up-to-date news and knowledge about the best uses of Facebook and social media trends.

5. Inspire Your Customers. Once on Facebook, let them know you too have a presence. Encourage them to find you and “Like” your business page. When they leave comments or give you the thumbs-up sign on your page, comment with a thank you or post something on their wall. Make it relevant to their lives. Offer advice. Explain your products or how to best use them. Post photos of happy customers. Launch Facebook-only promotions. Give them tips. Establish trust. Entice them to come back for more.

6. Scope out your neighbors. See what other stores and businesses are doing on social networks. Join a club in your community. I found more than 88 million results in a Google search of “finding social media clubs,” so go find one, you’re likely to find new customers as well!

7. Don’t be intimidated. If somebody tells you they’re a social media expert just nod and walk away. We’re all just learning this new and exciting way to market your business. So start with a healthy but realistic search for knowledge.

8. Share your experiences with others. Social media is all about developing relationships and establishing trust. Help out others who face similar challenges, and watch your network of fans and customers grow.

Have any other ideas for small businesses dipping their toes in the social networking waters? I’d love to hear them!

Gratitude from a happy telecommuter

Posted on August 2, 2010 by Michelle Damico

: Image via Wikipedia

I saw this great blog post this morning by Chris Brogan (one of my favorite social media gurus) and think it’s worth sharing. Not just because he video blogged while driving out of Boston — yes he was behind the wheel while he vlogged — but because he reminded me of how grateful I am for my current life.

I used to be on the daily commute, driving or taking the train 4 hours each day to my job in downtown Chicago or in the suburbs. I never had breakfast with my kids, rarely smelled the beautiful air in my hilly town and never met the parents of my kids’ friends. That’s all changed since I’ve become an independent contractor working for two agencies, Pipeline Media Relations and Marj Halperin Consulting.

Being in PR and marketing offers many pluses — the first of which is the ability to stay connected out of a home office. The client never knows I’m not in a downtown cubicle. During conference calls, no one knows I’m in my shorts. And after writing or editing content or analyzing research, no one knows whether the work was completed at a local Starbucks or at my desk.

Three years ago, I lost my job and that opened so many doors for me to work from home, to try new things, to learn social media, and to get connected to my community. My independent work was done out of necessity. If you’re at all thinking about following my path, don’t wait much longer because you will not regret your decision.

The Magic of a Thank You

Posted on July 20, 2010 by Michelle Damico

: Image by rustman via Flickr

My family returned from a fabulous weekend trip at a friend’s lakeside country cottage this weekend in Galena, where we swam, boated, fished, swam some more, gazed at wild turkeys, cooked great meals, race walked, antique shopped, read books from an incredible home library and relaxed in a wonderfully comfortable setting. Since returning, I have considered many ways to show my appreciation…and the first and simplest action came from a suggestion in my inbox this morning! I subscribe to GasPedal from the Word of Mouth Marketing Association.

We’re convinced that if more people sent thank you notes, the world would be a better place. In about two minutes — for the cost of a postage stamp — you can create a personalized, memorable experience for a customer that they’ll tell the world about. This simple trick alone is one of the big reasons Zappos sold a billion dollars in shoes last year.

I’m embarrased to admit that my stash of thank you notes is about two years old. They should have been sent to many generous and kind friends and colleagues many moons ago. I’ve resolved this summer to use all of my thank you notes by September. Perhaps I’ll strengthen a friendship, surprise a prospective marketing and PR client, warm the heart of my mom, husband and sisters, and put on a written display of thoughtfulness.

That means I’ll have to send about one a week. Do you have someone you know who deserves your handwritten thank you in a nice card? Do you think they’ll like/love you even more when they see how thoughtful and gracious and grateful you are? Do you think your business partners might have fonder thoughts about you upon receiving your note? Don’t you think the world would be a better place if we all wrote thank you notes and muzzled that “I just don’t have the time” excuse?

Give it a try, and let me know how it makes you feel! I feel like a better human being just placing a stamp on the envelope and walking it to the mailbox a few minutes ago.

Michelle Damico Communications

Getting your message to media that matter

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