If you asked us, what does it mean to be nominated for Entrepreneur of the Year? We would answer that it means we are on the right track.

In 2010, we recognized that as a community we were in the midst of a business evolution and companies all over the Savannah community and nation-wide were facing a tough choice: fight or flight . Abshire PR chose the former.

We evolved and so did our client list.

In January 2011, Abshire PR announced the inception of our new Entrepreneur PR division. In light of the economic crisis and in direct response to a clear and present need in the regional business community, we developed a full menu of a la carte media and public relations services ranging from traditional press releases, distribution, business development, social media campaigns and executive intelligence and strategy options for small business’ and entrepreneurs specifically.

Bottom line: we increased our flexibility and welcomed the challenge of working with small business’ where a positive return on investment is crucial to their survival.

It worked.

As of today we have helped a plethora of entrepreneurs, non-profit and small business organizations that are now well on their way to solidifying their success in the local business community.

On January 18, 2011, Abshire PR executed yet another successful client campaign and event. Coastal Logistics Group, Inc., a leading Southeastern logistics company named one of the nation’s fastest growing companies in 2010 by Inc. magazine, approached Abshire PR in late October 2010 to help strategize a financially-viable and exceptional grand opening for their new 320,000-square-foot operational facility, complete with direct Norfolk Southern rail access, located at CenterPoint Intermodal Center in Garden City, Ga.

Abshire PR launched an all inclusive event plan-of-action that included all logistics and PR initiatives. We were thrilled that Richard and Chad Barrow, CLG, Inc. partners and our favorite father-son duo, trusted Abshire PR to help announce the new CLG, Inc. headquarters that boasts state-of-the-art energy-efficient t5 fluorescent lighting, 5,600 square feet of office space, over 300,000 square feet of warehouse space with 32-foot minimum interior clearance height, exterior storage capacity, trailer parking, covered rail canopy, 43 dock doors and two oversized ramps.

In addition, the nationally-acclaimed logistics company servicing customers worldwide now has direct rail access to the Norfolk Southern rail and includes both bulk loading and unloading capabilities, port, packing, crating, distribution and manufacturing support services.

CLG, Inc. welcomed an extensive guest list of customers and dignitaries and featured special guest speakers: U.S. Representative Jack Kingston; Georgia Ports Authority Chief Commercial Officer Cliff Pyron; Chatham County Commissioner Chairman Pete Liakakis; CenterPoint Properties Vice President of Development Brian McKiernan.

With the added support of our vendors, Stage Front Presentation Systems and Paul Kennedy Catering, the event was both smooth and spectacular.

To read more about CLG, Inc. and their grand opening event click here.

This  was the case with the Janaury/February 2011 issue of Savannah  Magazine. Opening it up right after the holidays, we were glad to see  so many of our clients represented in this issue, plus a little love for  us too.  The highlights:

• Page 33 has a description of the Historic Savannah Foundation Seacrest Partners ‘Race for Preservation’ on February 26
• Page 52 The Coastal Bank’s chairman Tom Wiley is featured in ‘On My Desk’
• Page 66 features a profile about AC/DC bassist Cliff Williams written by Abshire PR’s  Allison Hersh
• Page  72 is where the ‘Generation Next’ feature starts that highlights 20  business leaders under the age of 40. Included in that list are:
  • #2 Bates Lovett – Hunter Maclean
  • #9 Chad Barrow – Coastal Logistics Group
  • #11 Hannah Byrne – Smack Dab Studios
  • #14 Brian P. Smith – The Coastal Bank
  • #16 Sarah Lingerfelter – Union Mission
• Page  83 features our very own Jennifer Abshire as one of five “innovation  gurus” who will consult with the winner of the magazine’s ‘Big Idea’  contest.

As  exciting as a confluence of stories like this is, it’s not time to be  satisfied. Our clients have many more stories to tell, and there is a  great deal of competition for getting those stories told.  So it’s back  to work for us, and hopefully we will have more stories like this to  share.

A sincere thank you to the clients who let us tell their compelling stories…..

“We’re launching this new division in direct response to a clear and present need in the regional business community,” said Jennifer Abshire, CEO of Abshire Public Relations (APR). “Entrepreneurs and small business owners need flexible and effective PR  customized according to their specific needs. We offer a full menu of a la carte media and public relations services ranging from traditional press releases, distribution and business development to social media campaigns and executive intelligence audits in order to help entrepreneurs get the maximum return on their investment.”

APR has successfully placed national stories on behalf of local and regional clients in media outlets including The New York Times, Wall Street Journal, Southern Living, Coastal Living, Better Homes & Gardens, Travel + Leisure Golf and HGTV.  In 2010, PR News honored Abshire Public Relations with a prestigious Legal PR Award for developing and promoting the Critical Issues Forum on behalf of HunterMaclean, a leading law firm headquartered in Savannah.

“We’ve been helping companies tell their story for over a decade,” said Abshire. “The majority of companies in the Creative Coast operate on a lean budget. We’re here to help those companies share their branding message with a wider audience, through traditional and new media.”

APR already works with a number of entrepreneurial companies throughout the region including Seacrest Partners, ALTA Innovations, Shred/Ex, ThincSavannah, Smack Dab Studios, Saber Security, Coastal Logistics Group and the Pin Point Heritage Museum.

“Abshire Public Relations helps us with important projects that promote our latest product lines and handles our web copy and brochure development,” said Camille Russo, a partner with Alta Innovations, a national medical device distribution company. “They do a fantastic job and customize their services to meet individual client needs.”

APR excels at securing local, regional and national media on behalf of clients, as well as business development, event planning and executive intelligence.

Special to Business in Savannah

January. Time for New Year’s resolutions and company goals.  Budgets have been determined and now it’s time to get to business. Are your PR plans in place?

Scott Stratten, author of “UnMarketing” and the keynote speaker at Savannah’s 2010 Geekend Conference, kicked off the event with the message to “Share Awesome” with others. It was probably the most tweeted phrase throughout the weekend. Why? Because if it’s not awesome, the odds are that you won’t get many people to listen to your message.

PR professionals love to “share awesome” about their clients, but the first step in securing positive press is a thorough audit of potential story ideas for the year. Seasonal or annual events, announcements about upcoming new products and unique feature stories about the people on your team can be scheduled throughout the year. These items can run as a press release, blog post or Tweet – or they can be pitched to area press for potential media coverage.

Conducting an audit with your team can happen at a brown bag lunch in your conference room or at a makeshift office happy hour, but the meeting needs to be in a space that is private and comfortable. Most audits take one to two hours; if facilitated correctly, notes can be distributed immediately following the meeting for feedback.

Questions to ask during the audit should include:

-          What were our key successes in 2010?

-          Did we receive any recognition (press or peer) for each success?

-          Did we receive recognition via traditional or interactive media? Which was more effective?

-          What will be the top newsworthy items about our company for 2011?

-          What speaking opportunities or awards would help raise our company’s profile?

-          Did our competition obtain press that we wish we had received?

Most companies find employees are more than happy to give multiple answers to these questions, but make sure you are prepared to start the ball rolling with a few of your own responses.

This meeting may also be a good time to review your unique mission statement, which explains who you are as a company. It’s also important to develop a vision statement, which maps out what your company 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.  As my grandfather always said, “If you don’t know where you are going, you will never get to where you want to be.”  Every member of your organization needs a mission statement and vision statement to refer to and to ensure that everyone is working towards a common goal.

The most fascinating exercise during an audit is often when team members are asked to give the company’s 30-second “elevator speech” to the group.  It can be quite shocking how many intelligent and articulate individuals stammer and struggle when a colleague says, “Tell me about your company.”

After this exercise,  you will see what needs to be tweaked and, once determined, the elevator speech needs to be rehearsed numerous times. Your team is your most effective sales tool, so make sure they are prepared to share your company message with prospective clients and customers.

The final phase of the audit is to encourage the team to identify 10 ways to tell each story that would be most effective to your target markets. Is it via email blast? Direct mail? Personalized thank you notes? Facebook posts?  Research multiple ways to educate your target audience, then hit them with steady, pertinent information.

Abshire PR performs audits on a regular basis – we did over 25 last year alone. Remember that an audit serves a strategic first step for any PR success in 2011 and is the best way to begin to SHARE AWESOME.

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Jennifer Abshire Patterson is the founder and Chief Creative Officer at Abshire Public Relations. She can be reached directly at jennifer@abshirepr.com or 912-695-7881.

Technology was the topic of the day, as she explained the importance of embracing new technology and demonstrated how to utilize QR codes for marketing needs. “Strong writing and technology skills,” said Abshire, “will continue to dominate the PR industry’s evolution.”

Public relations is, at its core, about strategically influencing the way you and your company are perceived by your target audience. It’s also about strategic, effective communication. A well-executed public relations campaign can generate top-of-mind awareness of your company, add credibility to your marketing and branding messages, and ultimately boost your bottom line.

Remember that a successful public relations campaign complements an existing marketing plan and does not serve as a substitute for well-placed advertising. Together, PR and advertising help accomplish the same goals by raising awareness about your company in today’s highly competitive market.

Whether you’re an entrepreneurial business owner who recently relocated to the Creative Coast or an established corporate exec who has called Savannah home for decades, here are a few tips to help tap into the power of PR:

Create a strategic PR plan. Public relations is about more than just writing and sending a press release. A successful PR initiative requires a strong strategic plan, which should serve as your company’s underlying guiding light. An effective strategic plan needs both traditional and new media tasks, business development, and a creation of ongoing activities that complement your key business messages. Like they say, If you fail you plan, you plan to fail…..

Share your good news. Don’t be afraid to let others know about your company’s latest award  or your most recent project. Remember that not everyone knows what your company does best. Get the word out to your target audience about new products, new services and new opportunities.

Utilize new media. From Facebook and LinkedIn to Twitter and blogging, there are multiple new options to communicate with customers and build brand loyalty. Use the new media tools that appeal best to your target audience so you can communicate with your customer base in real time.

Maximize word of mouth. The best PR is positive referrals by colleagues and glowing recommendations from customers. Be sure to get out and network in the community as often as possible to let other know about your successes. In Savannah, business is often conducted face-to-face, so take advantage of the city’s many opportunities to network with colleagues and competitors alike.

Keep updating your web site. Keep your information current, develop engaging web copy, make sure your search terms are optimized and your design fresh. A user-friendly, engaging web site may be your first impression. Make sure it represents you well.

Stay focused. Define exactly what sets you apart from your competition. Focus on your audience, your market and your strategic plan. Fine tune your message to a few clear, concise points and strategically disseminate that message where and how it will best reach your target audience.

The fall is typically budget season, which means many businesses are currently planning ahead for 2011. When you make your budget allocations for next year, don’t forget the power of PR to help take your business to an even higher level of success.
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Jennifer Abshire Patterson is the founder and CEO of Abshire Public Relations. She can be reached directly at jennifer@abshirepr.com or 912-695-7881.