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Careful: The Internet Can Optimize or Stigmatize Your Company

internet(DGIwire) — In the age of Facebook, Twitter and 24-hour news cycles, news travels instantly, allowing people to hear about what’s happening as it’s happening. We can follow any event in real or near-real time as events unfold, including something as exciting as a presidential election or as terrifying as a natural disaster.

Unfortunately, because of near-universal Internet access, there is essentially no way to regulate what people post. While news sites are supposed to present factual information, it is easy for an error to slip through during the race to post an article before a competing website offers it to the public.

If you are in charge of your company’s public face, you’re likely aware of the challenge of keeping all the corporate information factual and up-to-date. Perhaps you’ve even experienced some online antagonism and have been challenged by the need to figure out the best way to tackle these anonymous critics. On the other hand, perhaps you haven’t looked at your website since the first year you were in business, and it has become a dead end. If used correctly, a company’s online presence can be its biggest asset.

At its most basic, you need a website and it should provide the names of people that make up the company’s management team, what product or service you offer, your hours of operation if appropriate, and how people can contact you. Offering this basic information is essential and, if done right, will let site visitors get a good sense of what you do, while inspiring them to move to the next level of interaction with your company.

One person who appreciates the importance of a stellar website is Dian Griesel, Ph.D., President of DGI. Griesel shares this information and a lot more in her new book, ENGAGE: Smart Ideas to Get More Media Coverage, Build Your Influence & Grow Your Business.

“When it comes to captivating the attention of your online visitors, quality content—text, images, sound, video or animations, for example—becomes essential,” explains Dian. “When you first launch, your site will be fresh, so some people might visit it by chance or out of curiosity. However, traffic will die down if visitors don’t have any reason to come back. Ideally, you should have a blog on the website that you update weekly or monthly. Also, try to review all of the site’s content at least every two months, just to make sure everything is still up-to-date. And check how many visitors you are getting and how long they stay, to establish the patterns.”

As Griesel also advises, “Once you’ve gotten your website up and running, you should think about how to optimize it by adapting it into an app for smartphones and tablets. Keep in mind, though, that your mobile app can and should be different from your website. It should be optimized for smaller screens—in other words, made easy to read with larger buttons—and has to require less data to load and run. Some companies even offer an incentive through their app, including coupons, discounts and exclusive content.”

Your website will most likely be your first impression, Griesel emphasizes. “Whatever you need to do to keep your online presence fresh, up-to-date, and competitive—do it!”

Filed Under: Communications, Public Relations, Uncategorized

The Four Keys to Mastering Media Interviews

media(DGIwire) — Talk shows and news shows alike heavily rely on celebrity interviews to boost their viewership and ratings. Of course, this is not a one-way street—celebrities can benefit from these TV appearances as well, since they usually have a new movie or TV show to promote. Ultimately, though, it helps them sell their biggest commodity—themselves.

Not all interviews—or interviewers—are created equal. Scheduled interviews veer wildly off track when either the celebrity or the interviewer tries to push a personal agenda. Take, for example, actor and comedian Russell Brand’s 2013 appearance on MSNBC’s “Morning Joe.” Brand, famous for his unpredictable antics, was on the show to promote his then-upcoming comedy tour, but quickly realized that the hosts’ only interest was in mocking him. Fortunately—and as a testament to his savoir-faire—Brand regained control over the interview and offered an off-the-cuff, on-air critique of cable news.

Unfortunately, many people aren’t able to bounce back this easily, and find themselves the butt of a media interviewer’s misguided and hurtful humor. For celebrities, this could mean the front cover of a tabloid, but for leaders of publicly traded companies, a bad interview can result in a tarnished reputation and a loss of share price as well as a loss of face.

Any company—publicly traded or otherwise—is only as reputable as its leadership, which is why interviews with the media can be make-or-break moments. Here are some invaluable tips to ensure a positive and beneficial interview for all parties. They are offered by Dian Griesel, Ph.D., President of DGI Comm, an award-winning media relations and news placement agency based in New York City. She is also the author of a new book, ENGAGE: Smart Ideas to Get More Media Coverage, Build Your Influence & Grow Your Business.

  1. Know your environment. Inquire about the nature of the interview, including the exact topic(s) to be discussed. This will give you a good idea on what you need to do to prepare for it. Which leads to…
  2. Prepare.Before agreeing to an interview, decide on the top three or four points you want to make. Knowing this ahead of time will ensure the important information comes across, and you’re not wasting precious on-air time with minor chitchat.
  3. Don’t underestimate a reporter’s agenda. Anticipate that any journalist will have done research on you and your company and that they will ask hard-hitting questions. Failing to prepare answers for these tough questions will make you look like a deer caught in headlights and potentially damage your credibility.
  4. Be professional. This includes: arriving early to the interview location with appropriate photo ID; avoiding alcohol prior to the interview, regardless of how you think it might help you relax; being aware of time, since interviews are typically three minutes long and you’ve got a lot of ground to cover; and not bringing notes on the air with you—you will look amateurish if you do.

Some companies offer media training for their most visible employees, but many don’t have it in their budget. For those who are preparing for an interview and want even more helpful lessons, Dian Griesel has them covered. “Interviews are an ideal way to put your best face forward and attract the attention your company deserves,” explains Griesel. “Don’t get caught up in the media’s agenda—use the interview to its full advantage.”

Sage advice—and there’s a lot more of that in her new book.

Filed Under: Communications, Uncategorized

Libel, The Internet & Your Company Reputation

libel

(DGIwire) — It’s impossible to overlook the benefits the Internet has given us over the past two decades. Email has made keeping in touch with loved ones and staying on top of business affairs faster and easier, and search engines and online databases bring limitless knowledge to our fingertips—and this doesn’t even scratch the surface of the Internet’s features. Most people use their web access positively and stick with their own social networking, emailing and research. Unfortunately, there are malicious people who take advantage of the Internet’s vulnerability — taking the “poison pen” to new heights — to post harmful, distasteful and downright slanderous material—all behind the anonymity of a keyboard.

According to a February 22, 2015 New York Times article, a former saleswoman at Zillow, a real estate website, sued her company in December 2014, describing X-rated messages from her male colleagues. Somehow the details of this lawsuit were leaked online and promptly “went viral,” meaning it circulated around the Internet, drawing hundreds of thousands of readers, which caused an instant public relations crisis for the company.

Zillow isn’t the only company to have its legal documents go public and cause a stir. Papers in a sexual harassment suit filed against Tinder, the dating app, circulated in a popular Buzzfeed post. More and more, the first court filings in these sexual harassment suits are winning wide readerships online before anyone sets foot in a courtroom. While this can be a boon for the plaintiff, as they find themselves with an unexpected virtual support group, it is ultimately a slippery slope for the legal profession. Now, anonymous online commenters are suddenly deciding a verdict before a case has been tried in court, and, more often than not, they don’t have all the facts. Panicky defendants are then left scrambling to clear their names from accusations that are sometimes unsubstantiated.

In the Times, Jonathan Zittrain, a Harvard professor of Internet law, compared the practice to the old campus tactic of scrawling the names of alleged sexual offenders on women’s bathroom walls.

Try as we might to keep our private lives private, personal information will sometimes make its way into the public sphere. If you are the leader of a publicly traded company, having your “dirty laundry” appear online can be detrimental to both your personal reputation and the reputation of your company. Dian Griesel, Ph.D., President of DGI based in New York City and author, knows just how important it is to have a solid crisis management plan in place, in case the worst does happen.

“No one is immune from slanderous attacks on the Internet,” explains Griesel. “Even if your record is squeaky-clean, the internet is a free-for-all where unfortunately people can invent and distort information to their liking. Defending yourself against on-line libel is best accomplished by staying laser-focused on reputation management at all times is essential. The time to plan for an attack is long before it happens. Then, in the event of backlash, a plan is established and in place with spokespersons established, to make sure you and your company are fully prepared and can effectively neutralize or overcome the assault.”

Filed Under: Communications, Uncategorized

8 Ways To Avoid “Blog-Block”

blog block(DGIwire) Finding ways to keep your blog fresh can be a real challenge…especially with a new blog popping onto the scene every half a second. That’s a lot of content to compete with out there! Dian Griesel, president of DGI Comm, a firm that’s been creating content for clients for over 20 years, and author of the new book, ENGAGE: Smart Ideas to Get More Media Coverage, Build Your Influence & Grow Your Business suggests several actions you can take to renew and refresh your blog’s content:

  1. Participate in the blogosphere. Read and comment on other blogs in your field. Get involved in the conversation, and build your authority on the subject with readers. Find inspiration from the hot topics being discussed in your field. Chances are something will strike a chord with you and you’ll be able to take the idea and run.
  2. Engage your readers. Get them involved in the conversation by asking them to comment on your blog. Maybe even pose a question to your readers in your blog post to get a response and start a dialogue amongst readers. Turning your readers into active participants on the blog makes them feel personally invested. If a reader is concerned about his/her privacy, have the option to submit questions or comments via email.
  3. Survey your readers. Learn more about who your readers are and what interests them. This is another method to actively engage your readers while learning valuable information about your readers. The survey doesn’t have to be anything too formal, just a fun, casual “Buzzfeed” style quiz to help you get to know your readers’ preferences, experiences and interests.
  4. Run a contest or giveaway. Everybody loves to be a winner! Holding a contest is a fun way to get your readers to play an active role in the blog’s content. Building this bridge between a brand’s followers and your followers is beneficial to both sides.
  5. Create a ripple effect: Connect your blog to other social media platforms. Utilize the vast network of potential new readers by engaging Facebook, Twitter, Pinterest, Instagram, and Tumblr communities. Encourage your readers to follow you on these various platforms and share your content with their followers. Follow your readers back to stay in tune with their interests and any trending topics in your field.
  6. Check your blog’s site meter stats. Examine these numbers to show you which of your articles are the most popular. Use this information to guide your future posts; expand on the topics and subtopics that capture the interests of your readers.
  7. Mix it up. Some people like to get their information visually while others prefer more auditory methods. To reach all types of learners, switch up the style of your posts. Try a video entry, image-based post or even a solely auditory podcast. Cover your bases and give all formats a try.
  8. Reconnect with your passion. It can be easy to get bogged down with the statistics and lose sight of what’s really important: your passion, the original inspiration for it all. There was something that ignited your interest in this topic and lead you into the blogosphere. Remind yourself of this and write from that place of genuine enthusiasm for the topic.

Blogging takes discipline and dedication. Constantly coming up with new, creative posts can be a daunting task, but if you remember to stick to your passion, engage with your readers and stay connected to both the industry and the community, you will always have something to post about. Get generating!

Filed Under: Communications, Uncategorized

10 Tips for Better Presentations

 

presentation(DGIwire) Are you looking to captivate an audience for your next meeting? Or are you interested in delivering an unforgettable presentation? Public speaking is a useful skill to possess for garnering investors, increasing staff morale or engaging with the media. If you follow these tips, you will surely reap the benefits of effective public speaking:

  • Possess a genuine appreciation in what you do. Remember not all people have the chance and the courage to speak in front of a large crowd. It is a privilege that is coupled with your responsibility to entertain, educate and persuade your audience. Public speaking is an art that requires a tremendous amount of skill.
  • Prepare adequately. Research your topic. Do not throw away old materials that you have used. Organize material logically and use supporting metaphors or analogies to solidify the message you want to convey.
  • Relate with your audience promptly. Remember that you only have half a minute to connect to your audience so use it wisely. Avoid offensive remarks or jokes. Share a funny story that is applicable to your subject; cite a quotation or an anecdote to keep their attention.
  • Be sincere and sensitive towards your audience. Share some of your unfavorable experiences involving your topic. This way your audience perceives you as a real person and they can relate to your subject.
  • Develop a passion for your topic. Your audience will not care to listen if you show less interest in your topic. Jot down the topics that you love. Then, choose two or three that you can expound.
  • Communicate in ways that will help people learn. In a recent study, 80% of people learn by visual stimulation and only 20% actually learn by listening to the lecture. So do not underestimate the use of visual props and visual aids. Find other ways or tools that can help you achieve 100% of your audience’s attention.
  • Reinforce your key points. Be a proficient storyteller and share stories that people relate to then circle back to your point. How can your words relate to your listeners?
  • Be patient in your goal to succeed. Persistence is a must. There is no such thing as overnight success in public speaking. Attend trainings about effective speaking; or ask someone who has mastered the art of public speaking.
  • Practice. Memorizing your speech is not enough. Try to practice in front of a mirror or with a friend. Their feedback can help you improve the way you deliver your message.
  • Be determined in your pursuit to be an outstanding spokesperson. Show excellence through your experiences and how you tailor your material to match your audience.

Dian Griesel, Ph.D., the author of ENGAGE: Smart Ideas to Get More Media Coverage, Build Your Influence, & Grow Your Business, and President of DGI based in New York City, knows just how important and beneficial it is to connect to the public, “Media interviews and corporate presentations are essential and relied upon by many to assess company leadership—which might be why some officers don’t care for them. If you can’t deliver energetic and commanding speeches or polished and articulate interviews, you are short-circuiting your company’s future. There is no time like the present to do something to improve the situation.”

Good luck!

Filed Under: Communications, Public Relations, Uncategorized

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