Chapter 3
Company News
“I went to a restaurant that serves ‘breakfast any time,’ so I ordered French toast during the Renaissance.”
—Steven Wright
Company news will have a different focus depending on whether it is announced to employees, investors, subscribers, or the world. The main focus of this chapter is on news to be announced outside of the company. (Chapters 6 and 7 concentrate exclusively on announcements to your team.) As always, write to your audience—and write regularly.
Place a high priority on keeping your company name and news in the minds of clients, subscribers, buyers, and the world (or at least whichever segments of the world are most interested in your product, service, or cause). Think about not only what, when, and how to announce but also where. Consider varied outlets, and always be willing to investigate new options. Some announcement venues will be free, and others should be factored into the budget. If you’re running a small company, make sure that someone is assigned to PR or hire an outside PR person. Don’t miss opportunities to get your company news out!
Perfect Announcement Mindsets
By offering an online newsletter monthly or quarterly, you can reach a huge market for a relatively small cost. Newsletters are a wonderful vehicle for sharing information with clients and customers.
Many companies have either supplemented or replaced hard copy paper newsletters with an online version, which can make the occasional printed piece a nice change of pace.
Offer something to generate interest in reading the newsletter. Specials entice, and sharing free advice and information engages existing and prospective customers by showing them what you know and that you have a genuine interest in sharing useful information with them.
Give your newsletter some style. If it’s informative without being eye-catching, few people will read far enough to find your great content.
Be creative in content. Elicit ideas from employees.
Newsletter columns give employees an opportunity to share knowledge and expertise.
Consider whether monthly themes work for you. Before you decide, think of at least twenty-four themes that relate to what you do.
Employee spotlights, such as “Employee of the Month,” make people feel appreciated and proud of the jobs they are doing. As long as the recipients are chosen fairly, these columns can also engender a sense of camaraderie.
Anytime you receive publicity elsewhere or have a press release published, refer to it in your newsletter.
Have some fun with your newsletter. You can be informative and still make people smile.
If you’re sending an online newsletter, most programs will provide an unsubscribe line and built-in unsubscribe feature. If you’re sending direct via e-mail, be sure to include a way for recipients to unsubscribe. It’s simple Internet etiquette to make it easy for people to unsubscribe and to say how long the action typically takes before it goes into effect.
Phrases
“Have You Seen Us in The Street? If you haven’t seen the article about our new initiatives in the Wall Street Journal, visit the Press Page on our website!”
“This Month’s Theme: A Helping Hand”
“Quote of the Month: ‘No one is useless in the world who lightens the burdens of another.’—Charles Dickens”
“Click here to download our monthly podcast!”
“Our Online Entrepreneur of the Month: Lynn Nelson. Click here to read the full interview and see what Lynn says is her number one reason for success!”
“Have you seen our website lately? Click our logo to visit and see all-new sections, new articles, and an introduction to our newest writers.”
“Each month we put the spotlight on our star employee. This month’s star is Bruce Wayland.”
“Send your feedback and questions for our ‘Client Chat’ column. We look forward to hearing from you!”
“Bring this newsletter for a 15% discount. Thank you for subscribing!”
“Please take our reader survey. All responses will be confidential, and your comments will be carefully considered. Thank you for taking the time to help us serve you better.”
“If you have any comments about the Campers’ Digest newsletter, please write to [email protected]. Thank you!”
“We hope that this message has been valuable. However, if you wish to unsubscribe, click here. You will be removed from the list within the next week. Thank you for your interest over the term of your subscription. We hope you will visit our website again.”
“Share with friends! If you find this newsletter valuable, tell your friends and colleagues about it. If three people sign up and fill in your name in the ‘referred by’ box, we’ll send you a special thank-you gift!”
Perfect Announcement Mindsets
A press release must have some news value to be picked up. Great press release topics include awards, events, promotions, new products and services, and new initiatives that respond to current news and trends.
Press releases must be timely, accurate, and informative, but they can also be fun.
While the standard press release still reaches numerous media outlets, potential reach and available options have increased exponentially; choose your distribution service wisely.
Headings should be brief and eye-catching. (For tips on writing great headings, see Chapter 12.) Articles should answer the basic reporter questions: Who? What? When? Where? Why?
The “About” section should be a brief, boilerplate statement that provides company background.
Don’t be timid or modest. When you are the company president and chief cook and bottle washer, it’s usually beneficial to remain visible in the public eye. People like to see the face behind a company.
Remember to publicize every talk, every charitable event, and every activity for a business or community organization—everything and anything that could be considered news.
Don’t forget to send your press release to trade magazines, journals, newsletters, and alumni publications.
Stories should be in third person, as if written by a reporter. Even if you write your own press release and are writing about yourself (as the company president, for example), write articles, press releases, or news in the third person.
Include quotes. Quotes from you, employees, clients, or others involved in the story personalize your content. Quotes by people in the news or commenting on current events that relate to your story anchor your news in the present and make your story feel more current so recipients are likely to read and forward it more immediately. Famous quotes that relate to your story can add an element of interest and may increase your odds of being found in a search or forwarded by someone who loves the quote and how your story illustrates it.
Use short paragraphs. Short paragraphs and sentences facilitate a fast read. Your final paragraph should be short, giving clear information or direction on what you wish the reader to do next.
Consider when the intended audience will be reading your piece and use the correct tense.
Avoid using jargon, slang, acronyms, or industry terms unless your message is strictly targeted only to those who are familiar with these terms. Yes, a lot of catchy jargon and acronyms work but only for the right audience. Readers have to know what you mean.
Another value to the press release is that an editor may decide that your news is worth a feature article.
“Please join us for our Grand Opening event on Saturday, November 1, from noon until 4:00 P.M. as we open our new environmental center with a ribbon cutting by the mayor. Enjoy fun, educational games for the kids and a first look at our unique, hands-on exhibits. The special Grand Opening events continue all weekend with music in the Courtyard on Saturday evening at 7:00 P.M. and a free behind-the-scenes tour on Sunday morning at 10:00 A.M.”
“Minda Williams, president of Gifts Now, will be the keynote speaker at the annual National Promotional Items Conference in Baton Rouge, Louisiana.”
“Mika Spielberg, president of Line It Up, will address the Somerset Chamber of Commerce on Tuesday, July 17, at 7:00 P.M. about online marketing techniques.”
“The Ocean County Library received a donation of online learning tools from Anderson Software. Cary Anderson, president and CEO, will give a demonstration of the new programs at an Open House on Thursday, March 19, at 2:00 P.M. Assisting Anderson in this demonstration will be two Orange High students, Matthew Berkin and Tamara Fisher.”
“Phyllis More, founder of More Furnishings, has created More for Children, a coordinating arm for all local efforts to bring school supplies, games, and books to local disadvantaged youth.”
“The Madison Chamber of Commerce recently honored Thomas King, founder and president of Action Realty, as businessperson of the year. King’s other honors include a Senate citation for assisting young entrepreneurs and an award for his recent book, Every House Is Someone’s Dream.”
“Dr. Melissa Ivers, chief of staff at MBM Hospital since 1990, has been selected to serve on the Governor’s Council for Diagnostic Research.”
“Leo Barr, local children’s book author, will spend Friday at the Wilson Elementary School, reading to students in the lower grades and coaching fourth and fifth graders in writing stories. He will not, however, be autographing books, saying that children don’t want his autograph, but he takes it as a great compliment: ‘Kids become very upset when some weird guy—let alone anyone—writes in their favorite books!’”
“Extra! Extra! Our Town News is now online at www.our townnews.com. We will continue to bring you the news in print, as you’ve been enjoying it, and now our online site offers more photos, a new online-only “About Town” column, and special features including archives, opinion polls, and an expanded local calendar of events guide that will be updated every Thursday morning. Our new site covers virtually everything you’d want to know about Our Town News!”
“Veggie Sprouts restaurant announces the winner of its Meatless Meatball Recipe Competition: Scarlett Kincaid of Crawford, Indiana, created the most delectable meatless meatballs for the Veggie Sprouts competition. Scarlett’s reward will be a complimentary dinner for six at Veggie Sprouts, an individual membership in the Humane Society of the United States, and a new menu item in her name: ‘Scarlett’s Meatless Meatballs.’”
“Emma Mason, class of ’85, has been named senior counsel to the president of Mega Foods, Inc.”
“Ron Edgar Dupree, class of 2006, is the recipient of the Chicago Art Museum’s Up and Coming Artist award.”
“Rhonda Sage, president of the class of ’04, is the recipient of the University’s Graduate Author Award.”
New Customer Service Initiatives
Perfect Announcement Mindsets
Maintain existing customers by building on customer loyalty and satisfaction.
Satisfied customers can expand your base; they are walking advertisements.
Remember that although customer satisfaction is often hard to measure in concrete terms of return on investment, it should never be undervalued.
Be clear about what you can afford to offer and what you can’t afford not to offer.
Be savvy in creating new customer service initiatives. Understand changing markets and monitor competitor initiatives. Learn what it takes to stand out. Develop your own brand; make your look and style as distinctive as possible.
Study customer needs through customer advisory boards, focus groups, feedback sessions, and/or questionnaires.
Remember your regular base when creating promotions to attract new customers.
Focus on customer needs and wants.
Finding ways to offer something for nothing will bring traffic, word-of-mouth referrals, goodwill, and customers who not only feel they’re getting additional value but feel valued by you.
“We’re celebrating 35 years in business! To thank our loyal customers, we’re offering a special anniversary sale with additional discounts for anyone who uses our store charge card during September.”
“How is our service? Complete our service evaluation and receive a 15% discount on your next purchase.”
“We know our customers are watching their change, so we’re changing our annual sale to offer deeper discounts on more great merchandise!”
“Tough times call for caring service providers. Our prices show how priceless you are to us.”
“You asked, we listened. Visit us online to see our new products, features, and tutorials. You’ll like what you see!”
“Difficult times shouldn’t mean impossible choices. You don’t have to choose between low prices and high quality. We believe that you should have it all!”
“Green is in. At MIRA, it was never out.”
“Indulge your taste without betraying your conscience. Earth Friendly Goodies, a unique outlet shop, buys only from environmentally and socially responsible companies. Shop without worry at www.earthfriendlygoodies.com.”
“To better serve our core market, Acropolis is including customer representatives on its new advisory board.”
“Because you have been a valued client for the past decade, we would welcome your participation on our newly formed Customer Advisory Board.”
Perfect Announcement Mindsets
Focus on features and benefits.
Offer introductory rates. If you can announce a special offer for buying newly released products, such as introductory rates or other special deals, your product launch will have more fuel for liftoff.
Use descriptive words that paint a picture and evoke emotion.
Use words that inspire people to imagine themselves enjoying the benefits of your products.
Announce in venues that reach both existing and new customers.
Reach out to all potential demographic markets. Viable media and outlets vary among age groups and cultures.
When announcing product launch events, remember to focus on your readers’ needs and desires. Make the event sound enticing and stress the benefits such as the opportunity for a sneak preview of new products or launch party discounts.
Announce launch events far in advance and post or send reminders.
Phrases
“Treat your tired feet to our plush new Cozywear slippers! For total full-body luxury, slide them on and then wrap yourself in our velvety soft Cozywear robe.”
“If you love our voice recording application, you’ll love creating e-cards with our new Truevoice e-card application! A good card will speak to someone’s heart—a great card will do it in the sender’s own voice!”
“This month only, buy one design product and receive another at half price.”
“Our new technology will change the way you do business. Come to our launch celebration and try it out. You won’t want to leave without it.”
“We know that you loved our high-end electronic models. Now try the same quality in our stimulus models.”
“Come see what’s new!”
“You asked, we answered! Our new product line was developed in response to customer comments and suggestions. Thank you for sharing your thoughts with us and helping us grow in new directions!”
“If you loved the ease of our products before, you’ll be amazed by how much more user friendly they are now!”
“We’ve expanded our menu! Jacques Bistro now offers new menu items but don’t worry—we still have your favorites!”
“Come see the new menu at The Pita Pocket, where our overstuffed pockets exceed your expectations, and prices leave lots of lettuce in your pockets!”
“Please touch! How else will you know how much fun our new products are to use?”
“Sign up for our services at the launch party and receive a 15% discount on any one of our special packages!”
Perfect Announcement Mindsets
Explain improvements.
Announce new services in venues that reach both existing and new customers.
Announce directly to existing customers through mail or e-mail.
Let clients know that you appreciate their business and are actively working to find ways to serve them better.
Keep up-to-speed with advances in customer services so that your customers have all the latest advantages.
If you see a service in a different industry that’s not common in yours, think about whether you can adapt it for your customers.
Put a value-added component into an existing service.
Expand a service in a way that gives the customer something more but doesn’t cost you more.
Expand an existing service to keep pace with changing times.
Partner with a complementary business to build on a service.
Phrases
“Our outstanding service just got even better! We have now have online appointment scheduling, online chat support, and a new feedback forum. Our goal is to serve you better.”
“We now offer access to all of your customer records online.”
“No more long lines! We’re now online so that you can shop any time. No lines, no waiting, and our customer service team is available online and at 1-800-055-0001.”
“What makes The Newcomer different from the competition? Visit our newest location and see for yourself.”
“New gift card policy! Gift cards will no longer expire. Any gift card purchased for you can be redeemed any time, any day, any year. We appreciate that you and your friends and loved ones care enough to give the gift of choosing something special from our store. The card is a gift, and a gift should never expire.”
“We now offer automated appointment reminders to your phone and/or e-mail. With busy schedules, it’s easy to forget appointments, and your ongoing care is important. Our 24-hour cancellation policy is a necessity for us, but we want to make it easy and stress-free for you. Relax! Our goal is to take good care of you.”
“As an added service to accommodate our clients, you may send your questions to [email protected]. We’ll respond within 24 hours. If your query is urgent, please put ‘urgent’ in the subject line.”
“We now have more phone support than ever, and your calls will be answered only by qualified professionals who understand your concerns and are trained to offer you premium service. We’re making changes to serve you better. Call any time!”
“DA invites you to the first training preview for our clients. Three of our top training consultants will present an overview and a 10-minute demo of a new or newly refined program.”
“Keep your skin looking young and feeling fresh! Not Just Hair has added an onsite cosmetologist to our expanding array of beauty professionals.”
“Your clothes are an essential part of your image. Now, in addition to unbeatable cleaning, Mercedes Cleaners will help you ‘sew’ the seeds for your success with quality alterations at a fair price. We’ve just hired Maria Campo, a first-rate tailor, to give your clothing a custom fit.”
“We’ll pick up your clothes, take them for a spin, and have them back to your door in 24 hours! In response to our customers’ requests, we’ve added free pickup and delivery to our laundry service.”
“The Shopper, your local concierge, just added five venues to our list of restaurants and retailers. If your favorite places don’t offer delivery services, check again. Visit www.theshopperservice.com to find out who’s partnered with us to serve you better!”
Perfect Announcement Mindsets
In annual and quarterly reports, accountants express an opinion to the best of their knowledge that a company’s finances are as shown and are shown in comparison to the previous year. These must follow strict guidelines.
Investors want information, and they will need updates and announcements in between reports, especially in response to news that impacts or relates to the company.
Investors want assurances.
Keep your language clear and simple.
Other than annual or quarterly reports or newsletters, focus on one item per communication.
Share troubling news that will be public anyway. Say what you are doing to protect shareholders.
Be accurate. Investors lose faith when companies have to announce a restatement of financial earnings.
Notify investors of changes within the company’s structure and/or management.
Share good news; it boosts confidence.
Privately held companies, those with fewer than 35 shareholders, may have fewer formal announcements than publicly held companies.
Phrases
“Fourth-quarter earnings reflect the impact of cutting costs without minimizing quality.”
“Thank you for your ongoing confidence and support; we will continue to earn it.”
“New product launch boosts earnings.”
“The current economic climate has led our Board of Directors to make the following changes to protect your assets: . . .”
“The recent downturn is beginning to turn upward again, and PHM Corp. is at the forefront of this move.”
“Recent management changes created an even stronger leadership team.”
“Our streamlined product line has produced a stronger quarter than anticipated.”
“Maggie O’Shea, senior investment advisor, is the recipient of the Investors’ Quarterly Top Ten Award.”
“BCD Announces Second Quarter Earnings: BCD Inc. announced today that net income for the quarter ended on June 30, 2010, was $3.6 million, or $0.28 per diluted share for the quarter ended June 30, 2010.”
“BUF, Ltd., will announce financial results for the second quarter of 2010 following the market close on Wednesday, July 21, 2010. Management will conduct a video conference call to discuss the results of the last quarter and the company’s outlook for the third quarter. Investors should call the company or visit the website to learn about how to dial into the call, which will take place at 10:00 A.M. EST on Wednesday, August 4, 2010.”
“ABC is pleased to announce a new alliance with Sesame Corp. For details, please visit our website.”
“Digitrack Corp. announces new management. Geoffrey Stanton, Vice President, Global Finance, is leaving Digitrack and will be replaced by Ravit Marom, who served for the past nine years as CFO of Net Grid, Ltd., and has a master’s in business administration from MIT. Marom will assume the VP role on October 15, 2011.”
“EWE has, once again, beaten projected earnings. Click on our latest press release to see what the analysts are saying!”