This year, start the year off right by igniting your business. Whether you have a new or an existing company, light a fire and communicate key messages about what makes your company unique to prospective clients and customers.

Here are a few timely tips to start the New Year off on the right foot:

SCHEDULE A PR AUDIT: Does your company have great stories to tell, but a difficult time getting the word out to a larger audience? Conduct a PR audit with your executive team to determine local, regional and national opportunities for media exposure and to plan for greater success for 2012. In a two-hour session, you can learn how to share good news, earn recognition via traditional and interactive media and determine the top newsworthy items about your company for 2012. Also, you’ll receive help identify speaking opportunities and determining which awards will help raise your company’s profile.

REFRESH YOUR CONTENT: Over time, web copy, brochure text and corporate messaging can grow stale. Consider changing up your company’s message and adding a fresh twist to all your copy in the New Year.  Make your content lively, engaging and professional, encouraging potential customers to learn more about your company and the products and services you have to offer.

REVIEW YOUR VISION AND MISSION STATEMENTS: Every member of your organization needs a mission statement and vision statement to refer to so that everyone is working towards a common goal. Review your mission statement, which explains who you are as a company, as well as your vision statement, which maps out what your business aspires to become in the future. If you don’t have a mission statement or a vision statement, write drafts for your team to edit and review.

EMBRACE SOCIAL MEDIA: While many local companies joined the social media revolution in 2011, a surprising number of businesses are still reluctant to join the world of Facebook, Twitter, Foursquare and Google+. Does your company have timely news, announcements or special offers that can be shared through a social media? Do you have a social media plan in place for 2012?

As Savannah starts to emerge from the recession, 2012 is going to be a year of incredible opportunity. Don’t miss the chance to ignite your business now and to reap the benefits all year long.

With his usual flair for a great party, Ashley Bowersox, ThincSavannah’s co-founder, played the perfect host and each member contributed to the delicious feast. Take a look  at Bunny’s latest column here to get an insider’s scoop to the holiday party of the year.

Criminals expect consumers to make a mad rush to the store during the final weeks leading up to Christmas. They understand that with the increase of shoppers, the chances of consumers carrying extra cash and too many shopping bags are in their favor and, therefore, the attempts of attack begin to rise. Taking a few extra precautions can help ensure the prevention of crime and a joyous holiday season.

Here are some helpful shopping safety tips below to keep in mind this year while you are out and about.

• Try not to shop alone – there really is safety in numbers.
• Know your surroundings and be aware of the people in it.
• Dress casual – expensive jewelry may attract unwanted attention.
• Do not carry more than a few shopping bags at a time – too many may cause you not to notice when one goes missing.
• Lock your valuables out of sight in the trunk of the car before you get to the store.
• If you have to go back into the store after you’ve already left, move your car to another parking space to give the appearance that you have left the parking lot with your bags in tow.
• Report any suspicious activity to security, management or police.
• Be wary of strangers who approach you to strike up a conversation – this method is used to try and disarm or distract and is a typical purse snatcher tactic.
• Do not be afraid to ask for a security escort to the parking lot or between stores – especially after dark.
• Only carry small amounts of cash to limit potential loss.
• Be sure to notify banks or credit card companies immediately if credit cards are lost or stolen.

Don’t let your holiday season be ruined by becoming a victim of crime. It’s important to have a plan and know where you are going. Trust your instincts and, if you get an uncomfortable feeling about a place, you are most likely right.

The idea behind crime prevention is to eliminate potential opportunities for criminals as much as possible. Practice these safety and crime prevention tips year round and make them a life-long habit.

Stay safe and happy holidays!

_______________________________________

Erica Lumpert is the president of Saber Security & Investigations and specializes in customized security solutions. She can be reached at erica@sabersi.com or 770-424-3525.

With this, we have also noticed a positive and dramatic change from our clients’ perspective towards social media compared to just one year ago. This time last year, many of our clients were hesitant — if not outright opposed — to social media. However, we are proud to say they have rounded the corner and today they understand social media channels to be viable marketing and relationship building tools yielding undeniable results. This positive change in attitude has prompted us to further our efforts to help clients harness the power of social media in conjunction with traditional PR and the data generated from these social media outlets as well.

In “Social Media – 4 Trends to Watch in 2012”, Gravity Summit LLC CEO Beverly Macy, the co-author of The Power of Real-Time Social Media Marketing, mentions this important change we are already beginning to see and will most certainly make use of as we wrap up plans for next year:

“Companies will switch from “What’s social media?” to “How do we effectively use these new tools to define our social voice to garner better business intelligence, create more robust customer engagements, create a truly collaborative workforce, and grow the bottom line?”

As you prepare for 2012, are you taking cues from your clients?

By any measure, 2011 has been a challenging year for many local businesses. If your company is still standing tall, remember to be grateful for riding out this rocky recession, even if you have experienced a few bumps and bruises along the way.

Here are a few timely tips to help share the spirit of thankfulness with clients, staff and colleagues:

Express your thankfulness in words and deeds. Don’t expect others to read your mind. Take a moment to send a quick email to thank a manager for a job well done and to write a hand-written thank you note congratulating a colleague on a great presentation.

There’s no better use of your time. Taking a moment to recognize the hard work of others is always a worthy investment of one’s time, even in today’s fast-paced multi-media business world. It doesn’t cost a penny to say “thank you,” but every act of gratefulness makes our business community a richer place.

Make gratitude a part of your company’s core values. Be grateful for loyal customers and faithful clients. Remember that they have a choice when it comes to which companies to support, patronize and frequent.  Be thankful that they have chosen you, and live up to that promise in everything you do.

Don’t take existing business for granted. In the never-ending quest for new business, it can be easy to overlook the current clients who helped make your business successful in the first place. Longtime customers and clients deserve special attention and recognition for their loyalty over the years.

Express your gratitude throughout the year. Even though Thanksgiving and Christmas serve as annual reminders of the importance of giving thanks, it’s important to express gratitude every day of the year.

In prosperous times and lean times, there is always so much for each of us to be grateful for. When you gather with family and friends next week to celebrate Thanksgiving, remember to give thanks for all of the many blessings Savannah’s business community has been given this year.

APR immediately developed press materials, shot photos and targeted media in major markets from South Beach to San Diego. Our team generated advance coverage in Charleston, lined up radio interviews in Charlotte, earned ink in Atlanta and spread the word through social media in Savannah.

In honor of Breast Cancer Awareness Month, Wet Willie’s successfully raised more than $6,000 donating all proceeds to Susan G. Komen for the Cure, the world’s largest nonprofit organization dedicated to the fight against breast cancer. Thanks to APR’s efforts, Wet Willie’s exceeded its original goal.

Wet Willie’s appreciated APR’s ambitious efforts to maximize advance media coverage in key local, regional and national markets. Our team was honored to support their efforts to raise awareness about breast cancer and to help find a cure for this deadly disease.

APR proudly served as the creative force behind the Garden & Gun Club’s recent Hook, Slice & Drive Tournament at The Ford Plantation on Saturday, October 8. The APR team developed the concept of a creative partnership between the South’s leading sporting magazine and the region’s top sporting community.Our goal was to attract affluent prospective members to The Ford Plantation to experience the community’s charm, elegance and style first-hand.

On October 8, Garden & Gun Club Secret Society members enjoyed a fun-filled experience at The Ford Plantation, an award-winning community that once served as the winter home for automobile magnate Henry Ford and his wife Clara.

Guests enjoyed breakfast at the Main House before teeing off on one of only two Pete Dye golf courses in the state of Georgia. Attendees also had the opportunity to fish, drive top-of-the-line Porsche sports cars, enjoy spa services and more. After a full day of activities, the evening culminated with a delicious dinner showcasing fresh Southern cuisine prepared by The Ford Plantation’s talented executive chef Juan Carlos Rodriguez.

APR appreciated the opportunity to help organize this top-notch event and to work with such esteemed partners as Garden & Gun and The Ford Plantation.

The set-up is simple and follows a relatively loose agenda, but covers the basic, yet essential, self and team evaluations and goal-setting necessary to remain on top of our game for the upcoming year.

I personally like to think the theme of the day is “dig deep and think big.”

The first part of the day we focus on individual and team strengths and weaknesses, asking questions such as:
-What role do we play within the team dynamic? Are we functioning efficiently?
-What do we do best? How can we improve?
-What’s next? How do we get there?

That sounds simple enough, right? However, keep in mind that APR operates with a lean team of four full-time employees collectively managing a challenging load of clients at any given time. With that said, there is no room to hide our flaws. If one member is lagging, the pressure is soon felt by all and like any relationship, communication is key to future growth and success.

The efficiency and quality of our work are two of our best attributes and if we don’t hit these marks – our team takes it to heart. This is why we set aside time to conduct a creative retreat. It is the perfect opportunity to air constructive feedback and host honest and productive conversations, addressing and solving any issues that exist.

In 2010, the main theme that emerged from our creative huddle was ‘technology, technology, technology.’ It was obvious to us as a team that we needed to work smart and start utilizing new technology tools to our advantage. This included a decision to work with technology and social media guru, Seth Michalak of SM Consulting, and sought external advice from our personal advisor and PR pro Robert Baughniet, whom we mentioned in a previous blog post.

With their guidance, we developed a plan-of-action to advance our team to a new plateau of internal and external communication and productivity and worked to bring our new technology goals, and other work goals, to fruition.

As a testament to the value of an annual company creative retreat, I am pleased to report that as of 2011 we have met our technology goals and unified all members of our team on the Google App platform and conduct our day-to-day operations using Gmail, Google Docs, Google Calendars and iPhone applications to increase the frequency and ease of client, team and social media communications.

Use of these tools lets us stay on top of what other team members are doing, and keep documents, appointments, and even our Facebook and Twitter feeds updated on the fly. These small steps have already meant big things for APR as we are more efficient and connected with the other team members at all times. We are truly a virtual company company at heart and Google Apps has allowed us to work from absolutely anywhere, a very important notion for a company that works as rapidly as a PR firm.

If you have been looking for an inexpensive and highly-effective way to get the members of your team better connected, we do suggest checking out Google Apps. If you are looking for more detailed information on Google Apps, take a look at this article recently published in Inc. magazine. This useful guide shows you much of what is possible with Google, and how it can benefit your small business.

With nearly 10 million users worldwide, over 3 million check-ins per day and over 400,000 businesses using the Merchant Platform, it is clear why American Express has jumped on this gravy train.

The national partnership between foursquare and American Express delivers relatively instant credit directly on your AmEx card when used at participating merchants. It also seems that we are talking about “real” savings – like $20 off your $50 purchase. This cash-back offer sets the AmEx partnership with foursquare apart from other competitors like Facebook, who also offers a “checking-in” status update. In a time when pinching pennies is essential, seeing money credited to your account is a good feeling.

According to the New York Times,  AmExreported that average cardholders were spending some 20 percent more compared to non-cardholders. Thus, the offers seem to give consumers more incentive to spend.

Some call this marketing genius –  I’d say it’s pretty tempting…

Here’s how it works

Charity work, donations and projects are a very important part of a business’ identity, and therefore its brand.  Here in Savannah for example, the annual United Way campaign is used as a barometer by many when identifying who to do business with.  Those who participate tend to see more business.

I do think these guidelines are important when choosing what charitable endeavors to undertake with your business:

1. Local First – There are so many worthy causes that can be supported these days, but it is important to start in your own community.  It’s likely you can find a local chapter for a  national organization you are looking to support.
2. Know where your efforts are going – Do your research – especially when making contributions.   Make sure the organization(s) you are benefiting are legitimate and efficient with donations they receive.  If you are starting your own foundation, be transparent.
3. Choose something you are passionate about – Make sure the cause you are working to support is important to you. It will make you work harder.
4. Your primary goal must be giving – As stated before, you might see some business benefit from charitable efforts, but that cannot be the reason why you do it.
5. Be prepared to devote the same time and energy you would to any other project.

So tell us, what does your company look for when deciding what charitable efforts to support?

At the time I met Robert, I had been running Abshire PR for about six years. While the business was growing nicely, I would have been silly to turn down advice from a person who has a lifetime of experience and success in my field. I was very fortunate to have  him assume a mentor role with APR and today I am honored to call him a mentor and senior advisor for APR.

As technology begins to play a more significant role in the PR industry, Robert has repeatedly reminded me that the basics of the business still have not changed. Regardless of the way that information is conveyed, a successful PR pro must always do three key things: stay on message; provide a personal touch; and find new ways to be creative. I have taken all of these important ideas to heart for APR and I’m still working on ways to make sure we stay at the top of our game in regards to all three.

Staying on message can be a challenge with advances in technology. With so many delivery channels and different user demands in each of those channels, it can be easy to dilute the message you are trying to deliver. At Abshire PR, we have already started to write many of our messages for multiple delivery channels, with a focus on the key elements of the message and important distinctions for delivering the message across media. Intuitively, it might seem that it is easier to provide a personal touch for clients when we have so many ways to reach them. But, it is important to remember that technology can often make things impersonal. Sometimes it’s nice to just send a quick note via Facebook or email, but often it’s better to pick up the phone, or even pay a visit in person.

Just because technology makes things easier, it does not give us an excuse to be complacent or lazy. Finding new ways to be creative is never hard in Savannah because of the great people we partner with and collaborate with on projects. We have worked with SmackDab Studiosfor a long time. Hannah Byrne and her team always inspire us and get our creative juices flowing.

With our move to ThincSavannah early this year, we are constantly surrounded by many other creative types who we’ve had the pleasure of working with. Erik Reagan and Bill Kenney at Focus Labare phenomenal guys who always come up with great ideas and love to play beyond boundaries, and Seth Michalak at SM Consulting has proven to be an outstanding source of information in the world of social media. We learned quickly, that if we don’t know it, odds are Seth does.

Ultimately, being successful in business is about focusing on your strengths and minimizing your weaknesses.

Robert has been influential in helping us understand what we do well, and helping us identify ways that we can do them even better. He has also helped us understand that it is impossible to be everything to everyone, and realize that not only is it OK, but in fact good for business’ to reach out to others who can help you do your job even better. So, I would like to publicly say “thank you” to Robert for his invaluable guidance.

It is a common misconception, one that we hear from time to time, that PR firms are a thing of the past, soon to be laid to rest along with the time-tested traditional press release.  Not so according to Inc. magazine’s latest article, Best Industries for Starting a Business.

Thanks to the “proliferation of social media” and cutbacks in marketing and advertising dollars, companies are finally beginning to understand that PR is not just a press release, but instead about both digital and print content, business relationships and ongoing strategy. All important concepts the world cannot soon forget.

It is also noted in the aforementioned article that there is a growing trend in small PR firms and solo practioners. In 2010, they made up more than 18% of the industry, rising from 15.5%. According to IBISWorld, the PR industry as a whole is set to experience a 6% annual growth rate. Good news since a significant number of agencies experienced a serious withdrawal of business from 2008 until now. What we learned from this flatline was how to be adaptive to our customer, putting their interests almost ahead of our own.