Today’s Sunday Saying is from Any Warhol:

Making money is art and working is art and good business is the best art of all.

There is only so much someone can teach you about small business. You can learn about how to market, how to keep your business books, how to collect money, but there is something intangible that you can’t learn from someone else.  It must be part of you.  Some people would call it “The Art of Business.”  Others believe that great business people are born, not made.

In fact, there is book with that title by James L. Fisher and James V. Koch, called Born Not Made and subtitled “The Entrepreneurial Personality.”  The authors studied entrepreneurs and came to the conclusion that “some individuals are simply more naturally fitted become entrepreneurs….”

If entrepreneurs are born, not made, then Warhol is right that there is an art to business.  What do you think?

Image: Sonietta46@flickr

Myth: Entrepreneurs are risk takers, like Evel Knievel.

The Truth: The derivation of the word “entrepreneur” includes the concept of ‘risk-taking.’ And many people assume that entrepreneurs (small business owners) are risk-takers. But look carefully at this assumption. What kind of risks does a new business owner take that the “average” person working for a company not take?

Which is more risky? Well, you could lose your company if you don’t do a good job of managing cash flow and getting in customers/clients. But, if you worked for a big company for 30 years, you could get laid off just before you retire.

Life is Risk. A person who uses personal funds to start a business may be risking retirement funds on a business venture. But if that same person sits around and “rusts out” he’s taking a risk of dying before he really does anything interesting or rewarding. Or she may get a terrible disease and have to spend all that money on health care.  Which is the greater risk?

As John F. Kennedy said, “There are risks and costs to a program of action, but they are far less than the long-range risks and costs of comfortable inaction.” It is a bigger risk to do nothing than to become an entrepreneur.

Taking calculated risks. I would like to believe that entrepreneurs take calculated risks. That is, they weigh all the possibilities, write up a great business plan which includes all of the financial projections, start carefully and frugally so as not to run out of capital…and then only take the plunge when they see that they have a reasonable chance to succeed. The SBA includes “calculated risk taker” among the attributes of successful entrepreneurs.  Evil Knievel didn’t just jump on a motorcycle and take off over a bunch of barrels.  He carefully planned his jumps, using his knowledge and experience and skills.  Before he took off, he had a pretty good idea where he would land.

So here’s my question - If you are sitting around thinking about starting a business, why not take the calculated risk and do it? If you are worried about where you will land if you spend your time and money on a small business, where will you land if you don’t?

The Just Make Money Challenge I am doing was inspired by Shai Coggins, Just Make Money Online Challenge. The challenge I am facilitating here in Baltimore, Maryland is for a group of entrepreneurs who meet monthly to discuss business ideas, challenges, success stories, referrals, and more. The challenge I gave to our entrepreneurs was Just Make Money in 2009. Increase your business revenue this year. Each participant decided what they wanted to make in their business between January and December. If they made no money in 2008, than the challenge was to make at least $100. If they made some revenue in 2008, than the challenge was to increase their revenue by a percentage - their choice.

Last night we met for our monthly meeting. One of our young entrepreneurs in 30 days increased his revenue from zero dollars to $1800. That may not seem like much of an increase, but annualize it and think about the fact that he began with nothing. In 30 days, he was able to bring in a profit of $1800. Don’t worry about what he’s doing, I am more concerned about you getting curious about what you can do to generate a profit in the next 30 days. An increase over what you have made. Even if you are starting at zero. Can you come up with a way to generate an income over the next 30 days? My colleagues in this group are serious about making money in 2009. Most of the people in the meeting tonight have a business, some have been at it for three or more years and others are just beginning, but all of us our picking up momentum. We are synergizing, sharing ideas, making referrals to one another and things are beginning to happen.

Do you want to be a part of our Just Make Money Challenge? Maybe you are more focused in making money online. Shai Coggins, would love to have you join her Just Make Money Online Challenge. Either way, you win! Just get in the game. You don’t have to be unemployed to join the challenge. Just decide you want to increase your revenue if you already have a business, and if you have been thinking about starting a business, jump in! The waters good, despite the economy. If you want to share your story here at bizzia.com Careers, scroll down and leave a comment! I would love to hear your success story. It is all about increase!

Image Credit: sxc.hu

Lately, I’ve been shocked at the number of people who claim they can do public relations - and charge people for it.

I’m not talking about skilled PR professionals who have studied and honed their craft. I’m talking about writers, online marketers and virtual assistants who basically say anyone can help get someone publicity.

It’s just not true.

Most of these people chargge a very low fee to write a press release - and claim you get get meida coverage by posting on the various press release sites on the Internet.

You can’t. Media are really hanging out at those sites - and frankly, I’ve never heard someone got media coverage by posting on there.  I am sure someone has, but I have never heard a success story.

These people often point to ‘hits’ claiming that it means some journalists looked at the story. It doesn’t mean that at all!

Some people say the price is right to have one of these people write your release. I say, is it really?

A true PR professional will help you find the right media outlets, write the right story for those outlets, and help you when you get an interview.

After all, a press release without a strategy is worth nothing at all. You DO get what you pay for.

* Don’t get me wrong. I know there are some great press release writers out there. But there are too many who have no clue what they are doing.

Image credit: buelow, on Flickr

A recent survey from Pew Research Center has found that the Internet has now become the main news source, other than TV, for most national and international news. The survey has found that 40% of respondents use online sources to get their daily dose of news.

So this can only mean that newspapers are going to die and publicity seekers will have to focus their PR efforts elsewhere, right?

No way.

What it does mean is that as there are more sources for news, you’re going to see newspapers (and other media) doing more niche-focused news. And that’s when a savvy publicity seeker can grab the spotlight for him or herself or client.

To do it right, start creating good relationships with the reporters there, and learn how to create stories with localized angles. It will get a journalist’s attention every time.

Image credit: Bobbinita, on Flickr

Happy new year everyone.

The other day on my free PR teleclass, someone asked me what my crystal ball had to reveal for the PR and publicity field in 2009. I thought you’d like to read my predictions:

It’s an exciting time in public relations, as the landscape will surely be evolving and changing.

And the one thing that’s going to impact publicists and public relations professionals is how more consumers (people in our target markets) will be interacting and shaping what we do. With instant responses via social media, PR folks can monitor and see reactions quickly - and if they are smart, will be able to capitalize on those quick responses.

I also think that as media outlets are making cuts in staff and services like the Associated Press, public relations staff will need to help fill the void by providing great service to journalists. That means targeted newsworthy stories that help reporters do their jobs more easily.

That also means it’s back to basics when working with the media. No longer can PR firms hide behind bulk email blasts and hope that something - anything- sticks. Those that got this lazy will have to play catch up to those publicists who worked on building relationships, not spamming.

PR firms are going to have to stop with the one-size-fits-all approach. Companies’ shrinking budgets will mean that those public relations agencies chosen to do work will have to really customize to keep their clients happy. It also means publicity experts will have to think outside the box and get more creative than ever before.

What do you think?  Do you have a PR prediction to share?

Image credit: Shaun_Sheep, on Flickr

It’s the time of year when calendars start to crowd out the books and magazines in bookstores. But there’s a special kind of calendar that all good public relations professionals use – the editorial calendar.

Except for the year and the names of the months, these calendars bear little resemblance to the glossy hang-up calendars in the stores. No swimsuit-clad models, lush scenery, puppies, kittens or cartoons of Dilbert. Editorial calendars are usually bare-bones lists of upcoming issue topics and major features—or at least the cover stories or special sections. Not much to look at—unless you’re a PR pro trying to crack that market.

What’s great about editorial calendars is that your target publications – the ones which their target markets match yours – are basically telling you exactly what information they need for each issue. If you can spin your own story to match what the media is looking for, then you have a great chance of being featured in that publication.

A current editorial calendar can usually be found in the advertising section at the publication’s website. If you can’t find it there, contact the publications marketing/sales department and ask them to email/snail mail it to you.

Now, not all publications have editorial calendars. Really small magazines – the many labor-of-love kind of magazines published by enthusiasts –usually don’t. Magazines, which don’t accept ads, may have one but they don’t publish it. Totally reader-contributed publications don’t. New magazines generally don’t because the content is so often changed and tweaked as the publication searches for its “voice.”

Even some large, national magazines don’t have calendars. News weeklies like Time and Newsweek don’t. Neither does People or US Weekly. They are steered by what news hits that week and that is, of course, something you can’t predict months in advance.

After reviewing the calendar, you can decide which stories you can offer to be a source or expert for, or, in the case of trade publications, which months you could offer a written expert-opinion piece.

Remember that editorial calendars can and do change, so check for updates regularly. Also, pay attention to deadlines. Article queries and pitches especially should be sent to the editors well ahead of time. And if they don’t have deadlines, assume that the media need the information about four months out.

Common Sense PR is back.

After a hiatus, I have been asked to take the ‘reigns’ of Common Sense PR.

Who am I?

Glad you asked.

I’m Shannon Cherry, APR, MA and I’m known as The Power Publicist. I’ve been in the PR and marketing business for more than 15 years… ok, closer to 20, but I didn’t want to reveal my age :).

I did start my career while in college, however, as a reporter and anchor for a small television station. I learned the ins and outs of the media business first hand. So when I decided to change careers, public relations was an easy transition.

I did several years of nonprofit PR before working for a couple of  PR firms where I handled clients including Minolta, Alaska Airlines, and US Department of Justice. Soon though, I decided to venture out on my own and created Cherry Communications, which provides full-service PR and marketing via a virtual interface.

After seeing a need for a DIY approach, I also created Be Heard Solutions and Penny Pinching Publicity, which provides programs and products to help small businesses create their own publicity.

Clients have appeared on the pages of USA Today, the New York Times, Money Magazine, Associated Press, and Parenting and have been featured on the Today Show, CNN, The History Channel, Good Morning America, and Oprah.

In addition to my businesses, I am the co-author of two books: Become Your Own Great & Powerful and Parenting Beyond Belief. And I’m the mom of two wonderful girls: Lyra and Sasha, who are twins.

I’m also the blogger of another Bizzia blog: Startup Spark  - one of the top 60 business blogs in the world. You can also get additional free tips and tactics at my personal blog: http://www.thepowerpublicist.com.

I also publish the popular and highly-recommended, free ezine, Be Heard!, delivered to more than 6200 subscribers each month.  Get your free publicity power package by signing up for Be Heard! at http://www.beheardsolutions.com.

Now you know all about me… or at least all I want to share.

It’s your turn.  Who are you? And what do you hope Common Sense PR will do for you? (Hey, by just leaving a comment with that info, you’re giving yourself some free publicity! Go for it!)

It’s not every industry that gives away what would ordinarily be the key proprietary assets: source codes, communication protocols, content.

In the spirit of barcamps and podcamps before it, Jeremiah Owyang is offering to hold an impromptu trade-show-cum-unconference that defies the rules of trade shows. Instead of the vendors’ products and services being at the centre of things, this event would bring vendors of content management systems together to explore opportunities for common standards, joint action, even mergers and acquisitions.

All in response to his blog post about the research report he’s writing about vendors in the content management/social networking field.

Yes, this is business, but it looks a lot more like a co-operative venture, or a World of Warcraft clan tackling a big challenge.

This is the kind of industry event that’s going to be fun to watch, or be part of.

Photo via Flickr, courtesy of PunkFish, all rights reserved.

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It’s great having a mentor.

They give you the benefit of their years of experience.

TechCrunch’s Mike Arrington was happy to offer Loic Lemeur and his start-up company Seesmic the following advice, in a posting published to TechCrunch Saturday. (Arrington was furious that a Seesmic plug-in brought down TechCrunch three times when a Steven Speilberg promotion saw traffic on the consumer-generated video site spike.)

TechCrunch, May 17, 2008

“…But never withhold information from your partners and tell them that you have no idea what is causing downtime when you know exactly what the problem is. As exciting as getting Steven Spielberg on your site to talk to your users is, it is not worth being dishonest to partners.

“I understand that Seesmic may have been hesitant to tell us about the promotion because they wanted to keep it quiet. But all they had to do was tell us before the downtime that it was going to occur, and we would have been happy. And Seesmic would still be an active plugin on TechCrunch.

“Some of you may wonder why I’m calling out a company that I’ve invested in so harshly. The reason: I’m calling them out because they deserve it, and the fact that I invested in them means I need to be careful before giving them any kind of break.”

Ouch!

This transparency thing can be painful when you’re the one being transparented on.

Technorati Tags: business,communications,technology,partners,companies,corporate,relationships,criticism,transparency,public flogging,techcrunch,seesmic,mike arrington,loic lemeur,websites,blogs