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The underrated and underutilized benefit of Zoom

People are now used to appearing on camera.

That’s it.

How is that a benefit? Well, if you’re looking to get testimonials for your business it adds a new wrinkle.

First, a video testimonial will usually provide more options than simple text. You can use it on several different social media channels, your blog and even on the home page of your website—what better way to introduce people to your business than a satisfied customer/client?

Now, the person giving the testimonial may not like how they look or sound. No problem if you record the session. Microsoft Word has a transcribing function that enables you to get a fairly accurate transcript of the interview. Then, it’s just a matter of cleaning it up and utilizing the best quotes. Here’s an example of that below:

Now, the person giving the testimonial may not like how they look or sound. No problem if you record the session. Microsoft Word has a transcribing function that enables you to get a fairly accurate transcript of the interview. Then, it’s just a matter of cleaning it up and utilizing the best quotes. Here’s an example of that below:

There is some finesse involved in getting a decent testimonial. Particularly if the person is not necessarily a comfortable speaker. A few ways to get your interviewee comfortable is send a few questions in advance of the call so they can prepare. You will also want to have a little friendly chit-chat prior to getting into the questions as a warm up.

You really don’t need to many questions. It can be as simple as:

  • What was the situation that necessitated you hiring my company?
  • What did my company do?
  • What was the end result?
  • If you had to pick only one aspect of the service you received what would it be?

The answers to these questions typically provide enough material for at least one short testimonial. Usually more than one.

One caveat to using Zoom for testimonials. As stated above, people are now comfortable using Zoom. Too comfortable. They may not show up as dressed up as you would like a testimonial to be. They may not be logging on from a quiet, well lit place. So you really have to emphasize that you will be recording and possibly using the testimonial in promotional materials. This may take several reminders.

If this sounds like something you would like to do for your business but you don’t have the bandwidth or background to take this on, drop a line and we can discuss a testimonial strategy.

The underrated and underutilized benefit of ZoomRead More

Straight talk on office ergonomics to save your neck, back and shoulders. Complimentary webinar discusses the dos and don’ts for better office ergonomics, Sept. 22, 9am

PLYMOUTH, MA…

Jen Graham of Ergo Consulting, LLC and Steve Wilson of Office Furniture Consulting

From a very young age we’re told to sit up straight. Unfortunately, many people are sitting up straight but looking down at their screen or cell phone. Or perhaps we’re sitting in an office chair with no lumbar support or set at the wrong height. All these scenarios can be a real pain in the neck, back and other places. Hence, the topic of ergonomics for the upcoming Straight Talk on Office Ergonomics webinar set for Thursday, September 22 at 9am.  The webinar is free, but reservations are recommended.

The free online webinar features Jennifer Graham of JG Ergo Consulting, a certified ergonomic assessment specialist and licensed physical therapist, and Steve Wilson, owner of Office Furniture Consulting. To RSVP, please visit shorturl.at/joPX3.

As part of her PT and ergonomic assessment practice, Graham offers in-person and virtual assessments of workstations and overall office ergonomics for companies of all sizes. She works hand in hand with human resource departments, facilities managers and business owners.

As owner of Office Furniture Consulting, Wilson provides space planning, quote specification development, ergonomic research, relocation services, and office furniture procurement services.

“Ergonomics has become even more important as people split time between a home office and/or a traditional office. Having proper ergonomics at both locations can prevent any nagging problems or conditions from occurring and recurring,” said Joe D’Eramo, of PR Works and founder of My Pinnacle Network, a B2B networking organization that’s one of the sponsors of the webinar.

In addition to My Pinnacle Network which hosts monthly meetings for business-to-business professionals at six locations throughout Massachusetts (Braintree, Wrentham, Newton, Marshfield and Westborough), the event’s sponsors include: South Shore Networking Professionals which connects business people monthly at locations throughout the South Shore; and Rockland Trust, offering a wide range of banking, investment, and insurance services to businesses and individuals through retail branches, commercial lending offices, investment management offices, and residential lending centers located in Eastern Massachusetts and Rhode Island, as well as through online, mobile and phone banking.

The business community is welcome to attend. To RSVP, click here or call Steve Dubin, My Pinnacle Network, at 781-582-1061 or admin@mypinnaclenetwork.com.

Straight talk on office ergonomics to save your neck, back and shoulders. Complimentary webinar discusses the dos and don’ts for better office ergonomics, Sept. 22, 9amRead More

Is there any Proof of Social Proof?

Social proof. We’ve all heard the term by now. But what does it REALLY mean?

“Cool”, “authentic”, “reliable”, “well designed”. Social proof often comes in the form of social media posts or other testimonials recommending your product or service. It can create the bandwagon effect.

Oddly enough, social proof is not the newest notion on the block. The term was coined in1984 by author Robert Cialdini in his book Influence.

The best summary of the concept is by Andy Crestodina, who offered, “When YOU say it, it’s marketing. When THEY say it, it’s social proof.”

We are highly impressionable animals and the praise and endorsement by others can be the tipping point for our decision. With the ever diminishing trust of “traditional” advertising, social proof—AKA third-party approval—can be impactful.

Ninety-eight percent of fashion purchases recently noted that authentic customer reviews were THE most important factor in their decision making, according to Yotpo, an industry leader.

While you might not believe a TV ad extolling the virtues of the latest wonder drug, you are likely moved by a news article quoting individuals who wax poetic about the health benefits. 

Forms of social proof are news stories, consumer reviews, industry awards, industry expert commentary, social post testimonials, speaking engagements, E-books, podcast appearances and other communications.

More in the near future about the five types of social proof and the more than a dozen channels it can be implemented.

Want to create more social proof. Contact us for campaign ideas.

Want to see social proof, visit our Google Reviews. 

Is there any Proof of Social Proof?Read More

PR Pointer – The power of recommendations

Joe D’Eramo

By Joe D’Eramo

One of the worst kept secrets around is that yours truly writes a Substack newsletter entitled My Home Office Hacks. As the name implies, the newsletter shares ideas on how to improve the work from home/home office experience. This week was a particularly monumental week for My HOH (my nickname for it). We gained 14 new subscribers in one day.

How did that happen? While I’ve been fairly proactive in asking people to subscribe, I hadn’t done much to promote My HOH over the last two days. Except recommending two or three Substack publications I typically read.

Well, as it turns out, the publishers of those publications reciprocated with a recommendation of My HOH in their newsletter. And that’s where the new subscribers are coming from.

This phenomenon has me thinking about marketing efforts we do on behalf of PR Works clients. In particular, testimonials.

We tend to think of testimonials only in terms of the recipient of the flattering words or the five-star Google Review. It’s also an incredible way to promote your business as well. Particularly if you can incorporate your business and what you do in the testimonial. For example:

“In writing My Home Office Hacks, I focus on people who work from home or have a home-based business. Many of those folks do not have a dedicated IT staff or resource. Rick’s Tech Tips Newsletter provides usable, practical IT pointers a non-techie can understand to keep their computers and other electronics humming.”

Yes, the testimonial talks about Rick’s newsletter. Yet it also contains something about mine. This opportunity exists in every testimonial or review opportunity.

So the next time somebody asks you for a review or testimonial, don’t think of it as doing somebody a favor. On the contrary, they just did one for you. Plus, the beauty of the review or testimonial is you don’t have to wait to be asked to give one. Just do it and see what comes your way beyond a reciprocal review or testimonial.

PR Pointer – The power of recommendationsRead More

Pre-taping Tips for Podcasting. Prepare for success. Avoid disaster. 

Tom Ricciardelli, SelecTech

How do you make the MOST of being a podcast guest? Make sure you look great, sound great, maximize the opportunity?

Nowadays, one of our major focuses as a PR firm is to arrange for guest opportunities for our clients. There is nothing better than leveraging someone else’s broadcast audience, social media reach and credibility.

What are some the simple PREP TIPS prior to going “live”? This quick list will make it easier for you look and sound great.

  • Check video background. Too cluttered? Too funky – does it look like you’ve been taken hostage in someone’s basement? It is okay to have personality and personal effects, but the general goal is to have your background space look like an office or home office.
  • Check “name” under video headshot. Make sure to use your full name and either your company name or your solution. Example, Steven Dubin, PR Works. Or Steven Dubin, PR/Marketing.
  • Turn off cellphone, landline. Simple. Don’t let another call interrupt you.
  • Close windows. Sirens, birds, lawn mowers, loud neighbors are to be avoided.
  • Note on door. Warn/alert colleagues, family, and intruders. Amazing what a Post-it note can do to remind people not to barge in.
  • Prepare for the allotted time (typically 30 minutes). Don’t over schedule yourself and be stressed.
  • Note – 1 take. Most podcaster do little or NO editing of the first and only take. That being said, relax, take your time and articulate.
  • Show opening. Have prepared introduction. Provide the host with verbiage for your introduction. This makes it easier for them and you.
  • Show close. Have a prepared summary. How do you want listeners to find you? What are you asking them to respond to? Free E-book, 15-minute complimentary audit, sign up for E-Newsletter?
  • Cue for wrapping up/ending the segment. Many hosts will alert you to wrap it up. Be prepared as you hear a key phrase like “And my final question…”

Be prepared for your podcast appearance and be a media darling.

Let us know if we can help book you on targeted podcasts that attract your best potential audience. We use a number of paid and free online websites to match your topic with appropriate shows.

Pre-taping Tips for Podcasting. Prepare for success. Avoid disaster. Read More

26 Ways to attract the Best and Brightest. Recruiter/HR professionals outlines an integrated plan. Free webinar outlines Tuesday, 5/24, 9 -10 a.m.

Recruiting and retaining talented, resourceful and engaged employees is more critical than ever.  But how does a company compete?

Debra J. Parent, PHR, SHRM-CP, CHHR has developed a 25 step “Recruitment Playbook” that helps companies surround candidates with positive messages and entices them to take the next step.  She will reveal that formula in a free webinar scheduled for Tuesday, 5/24, 9 -10 a.m. You can RSVP by clicking here.

From video greetings by the CEO to voices of middle management to creative and mutually beneficial partnering with schools and universities, there are many tactics a company can employ, right now, to attract candidates and help them win the war on talent; creative, ambitious and aggressive tactics with a long-term focus.  

Parent is a certified coach, former adjunct business professor at UMASS Dartmouth and Bristol Community College, and Supervisory and Leadership Skills Grant Trainer for Bristol Community College. She is an active member of the UMASS Dartmouth Charlton College of Business Advisor Board, ProVisors, and successful business owner of an HR recruitment and consulting firm with clients throughout New England.

Parent assists companies develop and implement effective recruitment and retention strategies, fill key hard to recruit positions, design a well-thought out HR program, smart HR policies, and provide workable HR solutions to respond to workforce challenges. She leads with integrity, balancing company and employee interests, and has a forward-thinking approach.

Parent will outline how the implement numerous recruitment and retention efforts, including –

Careers Web Page Enhancement – Having a thorough and positive clarification of why the company is a great place to work.

Glassdoor Campaign – Encourage staff to post positive comments.

Maximize the Employee Referral Bonus –  Have a formal program and fund it.

Partnership with Schools – Be the first job for the best and brightest.

Targeted Direct Market Advertising on Social Media Streaming Rich Graphic Ads – Reach young candidates where they are. Leverage GoogleAds, Facebook, Linkedin, and Instagram.

Engage an Employer Branding Consultant – Capture and convey your positive image.

Sign on Bonus – Cash is still king.

Competitor Poaching – There are various tools to research your competition. Use them.  

Job Site Postings – Indeed, LinkedIn and ZipRecruiter are some of the familiar names.

Maximize Professional Associations – Immerse your company with the trade/professional association and utilize its many channels.

Recruiter Scheduling Responsibilities – Interviewing goes beyond weekdays. Assign a weekend interviewer.

Google Search – The majority of job searches begin on Google.  Get candidates before they search further.

Artificial Intelligence – Cross-reference LinkedIn with Artificial Intelligence to obtaincandidates emails, phone numbers, and current employers

Radio Spot, Newspaper, and Bill Board Advertising – Best to reach passive candidates.

Best Workplace Awards – Win an award and drive candidates to your door.

Flyer Campaign – Engage in flyer campaign at local schools, community centers, churches fitness facilities and other areas where postings are allowed, etc.

Provide a “Company Insider” Sign up and Quarterly Newsletter for Applicants – Allow applicants to express interest in your company and provide a sign up for them online.  Email a quarterly newsletter for interested candidates to keep the company, “top of mind”.

Hold an Annual Combination Open House/Job Fair – Semi-annually hold open house to include tours, refreshments, presentations about the company, the positions, the leadership, and product and services, etc. 

Annual Conference Based on Industry –  Annually, sponsor a well-publicized conference.  The goal is to become known in the local industry for holding a gala event offering learning, networking, refreshments, time to talk to people in the local industry, and hear from a well-known speaker. 

Establish a Monthly Industry Group – Actively participate, or lead, an industry “meet up” group, in person or virtually, for those in the area who, both employees, candidates and others in the industry, to network and discuss the industry trends and challenges. 

Military Recruitment – Actively post on Military.com, Recruit Military, Hire Heroes USA, Hire a Veteran, Military Hire, Hire Veterans, and partner with the US Depart of Labor and Recruit Military and other organizations that help place military veterans.

Recruit People with Disabilities – Post on job boards for people with disabilities, such as, Ability Jobs, Recruit Disability, Word, Inc., and MA Rehabilitation Commission, and Disabledperson. 

Annual Scholarship Program – Invite company employees and customers, to apply for an annual scholarship. 

Recruit Declinations – Create a develop a database of past candidates who have declined for semi-annual schedule regular outreach via emails, phone calls, mailings, Christmas cards, etc.

Re-Recruit – Regularly reach out to past employees you would love to have back.  

Provide Each New Hire with their “1st Four Assignments” Card – Make on-boarding personal and comprehensive.

The business community is encouraged to attend. The event is sponsored by three leading organizations including My Pinnacle Network which hosts monthly meetings for business-to-business professionals at five locations throughout Massachusetts including Braintree, Mansfield, Needham, Pembroke, and Westborough; South Shore Networking Professionals which connects business people monthly at locations throughout the South Shore; and Rockland Trust, offering a wide range of banking, investment, and insurance services to businesses and individuals through retail branches, commercial lending offices, investment management offices, and residential lending centers located in Eastern Massachusetts and Rhode Island, as well as through online, mobile and phone banking.

To RSVP, please click here or call My Pinnacle Network at 781-582-1061.

26 Ways to attract the Best and Brightest. Recruiter/HR professionals outlines an integrated plan. Free webinar outlines Tuesday, 5/24, 9 -10 a.m.Read More

Is your business heading South? Free webinar outlines the signs of business trouble and what to do about it.  Virtual event is set for Thursday, April 28, 9 a.m.

Sales are way off.  Costs are way up.  Taxes are due.  Employees are grumbling.

These are just some of the signs that your business is heading South. A lifeline is available. Click on and RSVP for this free webinar that outlines the signs of business trouble and what to do about it.  

The free webinar features Leo Charpentier of Dynamic Business Solutions, a seasoned Business Turnaround consultant, is scheduled for Thursday, April 28, 9 a.m.To RSVP, please visit http://events.constantcontact.com/register/event?llr=8qgmbkcab&oeidk=a07ej40gz5715602cde

Charpentier helps financially struggling, small, privately-owned companies regain control of their business finances, relieve immediate pressures and carve a lasting path to improved operations, positive cash flow and a return to profitability. His typical engagement involves business owners who are open to change, accountable and willing to share authority for 6-18 months as Charpentier becomes their part-time COO/CFO. Geographic focus is Rhode Island and South of Boston for companies with annual sales between $ 750K and $ 10M.

The business community is encouraged to attend. The event is sponsored by three leading organizations including My Pinnacle Network which hosts monthly meetings for business-to-business professionals at five locations throughout Massachusetts including Braintree, Mansfield, Needham, Pembroke, and Westborough; South Shore Networking Professionals which connects business people monthly at locations throughout the South Shore; and Rockland Trust, offering a wide range of banking, investment, and insurance services to businesses and individuals through retail branches, commercial lending offices, investment management offices, and residential lending centers located in Eastern Massachusetts and Rhode Island, as well as through online, mobile and phone banking.

Please RSVP for the event at http://events.constantcontact.com/register/event?llr=8qgmbkcab&oeidk=a07ej40gz5715602cde.

Or call My Pinnacle Network at 781-582-1061.

Is your business heading South? Free webinar outlines the signs of business trouble and what to do about it.  Virtual event is set for Thursday, April 28, 9 a.m.Read More

Finding the right fit for each student and the best financial package.  Free webinar demystifies College admissions. 

From the halls of high school to a college campus. It seems like an insurmountable transition.  Overwhelmed by college applications, FAFSA and the enormity of the college admissions task?  This is often the biggest challenge and opportunity of a lifetime from many families.  

A free webinar entitled “Educating yourself and your family. Demystifying College admissions” is scheduled for Wednesday evening, March 30, 2022. 6 p.m. – 7 p.m. The complimentary virtual event is sponsored by Bluestone Bank and Personal College Counseling, Inc. (PCCI).

There is no charge for the online event, but attendance will be limited to 75 people.  Reservations are required. Please RSVP to https://conta.cc/3IfdCBg

Who should attend? High school students, including freshmen, sophomores and juniors and their families. The earlier in the college application process the better.

The webinar panel includes Attorney Honoria DaSilva-Kilgore, founder of Personal College Counseling, Inc. (PCCI); Ron Hill, Vice President & Loan Officer responsible for mortgage loan and home equity loan originations at Bluestone Bank; and Joe McMahon, a registered representative of Infinex Investments, Inc. located at Bluestone Bank.

Topics will include how to find a college/university that is a good match for your student’s interests, lifestyle and budget; how to maximize merit scholarship dollars; how to find other financial resources including home equity, 529 plans and other strategies; managing math requirements/challenges; and how to track all important deadlines for testing, applications and forms. PCCI works with students from traditional high schools as well as vocational high schools with GPA’s from 2.50 – 4.50.

Attorney Honoria DaSilva-Kilgoreis a Raynham, MA-based lawyer for over 25 years and mother helping other parents launch their kids via a solid college education – at the right school and with the right financial package!  Personal College Counseling, Inc. (PCCI) was founded by her for that purpose. PCCI has helped its students acquire merit aid assistance at public universities as high as $25,000 yearly and over $72,000 yearly at prestigious private colleges.

Starting college campus tours while travelling with her son for national fencing tournaments while he was in high school and to date, she has visited 42 campuses in 10 states and researched in depth over 500 colleges for her students.

Ron Hill (NMLS ID 723424) is a Vice President & Loan Officer responsible for mortgage loan and home equity loan originations at Bluestone Bank. A Magna Cum Laude graduate of Bridgewater State College and a U.S. Marine Corps veteran, he has been in the mortgage lending field for over thirty years.

Joseph McMahon, a registered representative of Infinex Investments, Inc., joined Bluestone Wealth & Trust in 2012 and has decades of investment experience assisting consumers reach their financial goals. He holds Series 6, 7, 24 and 66 registrations. Joe graduated with a BA from the State University of New York at Buffalo.

Please RSVP to https://conta.cc/3IfdCBg

Finding the right fit for each student and the best financial package.  Free webinar demystifies College admissions. Read More

Ready to make news and new clients in 2022?

The new year offers a new opportunity. A clean sweep.

What are your plans for improving revenue, visibility and credibility for 2022? PR and marketing are an on-going process. Not a singular scream into space.

Here is worksheet to get things moving in the right direction –

Awards – What awards would you like to win? How do you nominate yourself? Or have someone nominate you? _______________________________________

Blogs – How often do you want to create a new blog?___________________What are the topics of interest to our clients/customers?___________________In addition to the newsroom on our website, where do you want to post this content?___________

Book (E-book) – An E-book, short and concise, is a great lead magnet. What existing content can you repurpose to create an E-book? ____________________What page on your website can you “lock” the E-book to entice visitors to request it, provide nominal contact information (name, email address) and generate a “lead”? ____________ 

Bylined features/Side Bar stories – What topics will attract press coverage? How to, trends, human interest, case study?______________________________

Divisions/Niches news release announcements can generate niche press coverage. Example – Announcing a Non-profit Division touting expanded non-profit services and a non-profit rate can generate ink in non-profit trade publications. What are the niches that work for you? _____________________________________________________________

E-Newsletter – Right. Not everyone reads every E-Newsletter that hits their email inbox. But enough read the subject line to keep you top-of-mind and generate opportunities. Given our limited attention span, single story E-newsletters work best. What 3 topics can you cover in the next 3 months? ___________________What E-Newsletter platform will you use (Constant Contact, MailChimp or other)?

Facebook, LinkedIn, Twitter – These are the Big 3 of social media. To remain in the conversation, what is the best frequency of your postings? ______________In planning the first month, what topics can you explore? _________________

Friend program – Your next customer will likely look like and be referred to by your existing customer. How can you formalize a program to remind and incentivize your customers? 
Example – The Friend program should be mentioned in your email signature, E-Newsletter and website. Each referral should be rewarded with something fun and valuable – from a Starbuck’s gift card to a tin of artisan cookies. What can your Friend program look like and include? ________

LinkedIn – Your Personal ProfileYour personal profile is often the key research source destination prior to a new business call. How can you improve your profile?_______________________ 

LinkedIn – Groups LinkedIn groups give you access to large and targeted groups. You can start, join and follow relevant subjects that put you into the center of your best prospects. What groups should you join? __________________________What topics are of interest to this group?_________________ 

Milestones – News What upcoming milestones can generate coverage for you?Years in biz, # clients, $s generated, awards?List a few. _________________________________________

Personnel – News Personnel news demonstrates growth, success. What is newsworthy about your key staff? Promotions, additional education/training, major new hires? ____________________

Photography Do you have professional photography and video clips ready to go? Do you need portraits of key personnel, exterior and interior photos of your offices, product photos? What needs coverage? _____________________________________

Podcasting – Hosting As you know, podcasting, essentially “on demand” radio, is among the fastest growing mediums. And for a good reason. Enhance visibility, credibility and likeability. Take the roll of opinion leader and helpful neighbor.
Who can host your podcast? _________________________________________What is the theme of your podcast? ____________________________________Possible guests?_____________________________________________________Graphic icon for podcast portals? ______________________________________Equipment needed? _________________________________________________

Podcasting – Guesting Guesting is a great way to dip your toe into podcasting. Take advantage of someone else’s audience and promotion. There are podcasts on every subject and for every market segment.
What show would you like to guest on? _____________________________What topics can you expand upon? _________________________________Who will do the outreach? ________________________________________ Season news –How does your company tie into seasonality, holidays, weather? Tax tips for the beginning of tax season? Health tips for the beginning of spring? What is relevant for your business?_________________________________________ Social proof.

Establishing authority –What subject(s) are you an expert on? What topics should reporters/editors/producers turn to you about? _____________.What media outlets do you want to target? ____________________. 

Website – Is your website up to date? Is it easy to navigate? Does it quickly deliver answers? Do you have ways to entice lead harvesting (Opt in for an E-newsletter, E-book, Complimentary audit?)__________________________________________

Need help? Contact us for a conversation to point you in the right direction.

Ready to make news and new clients in 2022?Read More