Recently I discovered an innovative and inspiring book by Peter Arnell titled Shift. Arnell, a brand enthusiast and guru, imparts his thoughts and experiences on “how to reinvent your business, your career, and your personal brand.” Arnell writes with conviction, true humility and an insightful wisdom of the times. Shift is about taking hold of your own personal brand and redefining how you and others see yourself. Every corporation, organization, and company has an identifying characteristic, logo, or image that defines them. More often times than not, this is labeled one’s brand or brand image.

Arnell gets to the heart of building these brands. He walks us through his experiences with brands such as Pepsi, DKNY, Samsung and Reebok. Careful research, marketing and public relations are good and helpful but they are not the stones that build the house of the brand. Understanding the history of the company, the needs of the client, the goals and vision of the future, and the needs of the consumer are what build brands. Arnell, who has helped countless organizations develop a lasting image and “the man behind many of the world’s most recognizable brands” lays out many steps for reinventing your brand for all parts of your life. In particular, he describes the notion of having no separation between the private life and the work life. In his world, both are laid out together and should compose the “onelife” as he describes. I recommend this book for those individuals or business seeking to transform or reinvent their brand or their career.

Occasionally I like to take the time and review current books I am reading about the online industry within this blog. Currently, I have finished a rather informative and professional book about how to increase ones customer base and online traffic through the creation of a blog. Eric Butow & Rebecca Bollwitt creatively discuss different tools, tactics and rules for developing a successful and functional blog. Discussions on what web platform to use, who will write the blog, how will you moderate comments, should you have comments, and how will you incorporate social media into the mix are all issues addressed within this insightful book. I highly recommend this book as a tool for any individual or business trying to start or improve their corporate or personal blog.

“Effective writing on a blog should no sound like a text message in short code or chat room speak, nor should it sound like an extended press release. It can contain the same key elements of information of both because when you need to get your message across with a limited word count, you make sure to say what you need to say in that space. Learning how to self-edit is key” -Blogging to Drive Business p. 112

With the rising influence of social media and the vast increase in online traffic and communities, having a successful blog is not a luxury but a necessity. Next time your at the book store, take the time and pick up this book and discover the world of blogging.

We are preparing the best ramblings for your reading enjoyment-check back soon!

Considering, companies that take the time to devote resources and attention to developing an online presence, especially a social media presence, will not only have a competitive edge but an ability to connect with the new social media generation and demographic. Research shows that now customers and potential customers are using the feedback on Facebook, via fan pages and wall posts, and the updates from Twitter about companies to make purchase decisions.  According to the same study and Mashable.com, “79% are more likely to recommend those that follow them on Twitter to a friend, and 60% more likely to do the same on Facebook.” So what’s that mean for Louisville area businesses?

This study reveals the vital importance of purchase decisions and influences from social media outlets. The study also revealed “perceptions among consumers that those brands not engaging in social media are out of touch.” As I have mentioned in previous stories, the Greater Louisville Area is a public relations and advertising hub. This collection of agencies brings many opportunities for business to seek professional consulting in social media utilization to improve company revenue and advertising. Many Louisville businesses have already taken advantage of these statistics found in this study-now the question becomes will you?

Local companies such as: Louisville Slugger, Humana-Medicare, UofL Athletics, Hotel Sheraton of Louisville, Yum! Brands, Papa John’s Pizza, just to name a few, have adopted a presence on Twitter. According to eMarketer, the percentage of Twitter users in 2009 accounted for 7.4% of total internet users, which totals to about 12.1 million people. eMarketer projects that this year that number will increase to 10.8% or about 18.1 million users having a Twitter presence. In fact, many individuals are using Twitter to even land jobs as Sarah Evans, the director of communications at Elgin Community College and writer for Mashable.com comments, ‘ Twitter is evolving as another resource, in addition to traditional methods for both job searching and recruiting.’

So what does it all mean? Simply put, Twitter and other social media sites are quickly becoming useful for advertising, marketing, job hunting, information searching, and current event searching within the Louisville area and beyond. If your business or organization has yet to adopt Twitter you might want to consider the potential positive influence that it could bring to your revenue and exposure to your potential clients.

Recently, New West Public Relations, Advertising and Marketing co-produced a film about Kentucky’s rising wine industry. According to New West’s blog located on their web site, the film called ‘Vintage Kentucky: The Vine to Wine Experience’ explores the wine industry within Kentuckiana. According to the film and New West, Kentucky was ‘home to the nation’s first commercial vineyard in 1798.’

It is local agencies such as New West that are helping Kentuckiana gain exposure not only to its local communities about its wine country and history, but the rest of the nation. Local public relations firms and advertising agencies can, and often times are, a great benefit for businesses, corporations and organizations for developing creative slogans and graphically pleasing designs. And in this case, well made films.

According to New West, the 30-minute documentary film will be airing on KET with dates and times available via their website. Take thirty minutes out of your day and explore the history of Kentucky’s wine and remember that local experts in Louisville can help produce and develop an idea into a creative realization.

COMING SOON!!!!!

Your hands are sweaty, your heart racing, and your stomach churning! These are all common symptoms of public speaking anxiety. The vast majority of individuals fear the thought of standing in front of a large audience and delivering any type of formal speech, especially when it involves persuasion. As a public speaking instructor, I deal with the woes of public speaking on a daily basis and these fears are not unwarranted. As individuals we hate the thought of being judged, of making a mistake or forgetting what we are going to say. This nervousness is common and should not be seen as an enemy but an opportunity to take advantage of.

An important concept to remember in delivering a formal speech is to develop and retain confidence. Visualize yourself delivering an excellent and articulate speech. Those individuals that re-channel their nervousness into positive thinking and visualizing often times succeed in providing valuable and well-spoken speeches. Next, realize that the majority of your audience cannot tell you’re nervous. They cannot notice the racing of you heart and the butterflies in your stomach. These symptoms are an internal experience that remains personal to you- so do not let your audience know that you are terrified. Additionally, practicing and being well prepared will greatly decrease the odds of delivering a poor speech. Time and time again the best speakers often times are the best practiced and better prepared than their peers. Therefore, take time and practice your speech, practice that gripping introduction and that inspiring conclusion. Take time to thoroughly research your topic and issues that might come up in your audience’s feedback. Finally, realize that making a mistake is not the end of a good speech, the key is to not let your audience know you made a mistake-continue speaking as if nothing had happened- they will be none the wiser.

Effective public speaking is an active and acquired skilled that we are not born with nor provided with. It is an ever increasing developed skill that continues throughout our lifetime. Consider those speakers whom you admire and ask yourself how do they talk, what language do they use, how do they inspire, and what techniques are included in their delivery? Remember we all get nervous about speaking in public-even the most experienced speakers!

Public Relations is an ever increasing tool that many organizations are realizing the value of. However, few public relations professionals actually understand the theoretical concepts behind those communications they send out. Organizational communication, most notably, corporate communications has the goal of maintaining a professional and positive image of the organization-and-should be prepared to repair that image should any damaging implications arise. Practitioners of these communications must have a working knowledge of the image restoration techniques that William Benoit (1995) thoroughly lays out in his book Accounts, Excuses & Apologies.

Organizational crises, industrial accidents, transgressions, and those accused of wrongdoing would benefit from utilizing such impactful strategies. Think about when you have been accused of something- do you deny it, do you blame someone else, do you accept responsibility but try to offer a reason, do you apologize and seek forgiveness? All of these are typically responses that Benoit capitalizes in his book. Media relations and public relations gurus should have this book located squarely on their shelve for quick reference- because as we know-at some point something will and can go wrong!

The advertising world has changed so rapidly in the last ten years that traditional ways of reaching the world seem almost trivial in comparison. During the 1960’s advertising agencies saturated the modern United States. They controlled product placement, the branding of your business and the media vehicles you choose to utilize. Corporations, companies, businesses-you name it- were flocking to these agencies for their advertising needs. AMC has capitalized on these old traditional agencies in their series Mad Men. The norm of dark grey suits and red power ties combined with the rich cherry office furniture were typical characteristics of these marketing sages. Alessandra Stanley for the The New York Times comments “Mad Men mocks and celebrates forbidden vices, the drinking, smoking, and promiscuity that in the advertising business of the 1960’s flowed heedlessly, without health warnings or the sour taint of political incorrectness.” This television series reveals the inter workings of some of Americas most vice driven organizations. However, with all the political incorrectness and traditional robustness, these agencies delivered a whole new service that was not present before. They completely drove marketing and advertising from the company and placed it in their “professional” hands.

In contrast, looking at today’s advertising agencies only reveals a glimpse of the grey suit red power tie mentality. Pushing past the traditional cherry office furniture, today’s agencies are adapting a creative business causal laid-back atmosphere. Agencies are filled with graphic wall art, bicycles, rock walls, crazy light fixtures and snazzy decorative chairs. The modern agency is evolving into a social media and digital marketing entity. I think over the course of the next ten years we will see another complete evolution of advertising, but the same traditional vices of stiff bourbon and a stout cigar will remain.