Jeff Louderback's Write Perceptions

Distance Is Not An Issue When Working With A Publicist

From Write Perceptions' office in the Cincinnati-Dayton-Columbus triangle, founder and president Jeff Louderback arranges an interview for a magazine reporter in New York City with a online retail client in Colorado. On the same day, Louderback coordinates interviews for clients in Orlando, Portland (Ore.) and Chicago.

Write Perceptions is a boutique public relations firm that specializes in writing and media relations. The company is led by Louderback, a former reporter and editor for newspapers and magazines who served as a public relations director for a county economic development agency and director of media relations for a restaurant marketing business before launching Write Perceptions four years ago.

Before the Internet age, it was difficult for an Ohio-based firm to implement public relations campaigns for clients in another part of the United States, or in another country. Today, though, distance is not an issue thanks to online tools such as media databases and e-mail. When an account begins, Louderback visits the client in person or via video teleconference to conduct initial interviews, experience the company first-hand and interview the key contacts. Then, in the following weeks and months, the writing and media relations tasks are performed from Write Perceptions’

headquarters.

The key to effective public relations is not about location. Instead, it’s about having the right ideas and tools. With these essential elements, a public relations firm can effectively perform its job – even if it is located in Ohio and the client is located in Hawaii.

Comprehensive Media Database

Write Perceptions subscribes to Cision, which is one of the largest media databases in North America. Cision provides public relations professionals with details, editorial calendars, e-mails and phone numbers among other information for every print, broadcast and online print and broadcast media member in the United States, Mexico and Canada. This vital tool allows publicists to pitch stories and communicate with the media from wherever they are located. Newspapers, magazines, radio stations, television stations, and online publications are among the outlets. The database also includes a detailed listing of freelance writers and syndicates.

An Arsenal of Media Contacts

The 41-year-old Louderback is a dynamic and creative writer and publicist with 16-plus years of professional experience in journalism and public relations. He has a vast network of media lists and established contacts with reporters and editors at local, regional and national newspapers, and consumer and trade publications. His clients have been published in outlets like the New York Times, Wall Street Journal, Forbes, Fortune Small Business, USA Today, Real Simple, Family Circle, Southern Living, Washington Post, Miami Herald, Inc., Entrepreneur, Smart Money and Money among other print, online and broadcast outlets.

For a business, local and regional coverage is especially important. Write Perceptions recognizes this and has strong relationships with major metropolitan newspapers, solid regional lifestyle magazines and city magazines, and local and regional business, senior living, women’s, men’s and entertainment publications.

Before implementing a public relations campaign for a client in a certain city, Louderback conducts extensive research about the media market and the publications and broadcast outlets the firm believes are most ideal to target.

Story Ideas That Attract Media Attention

Reporters, editors and producers do not care about the location of the publicists who are pitching story ideas. They are interested in the story angle itself, though. Jeff understands how to create story ideas that interest the media. Many members of its public relations staff have worked as reporters and editors. A key element to executing a successful public relations campaign is providing the media with stories that it wants to write about or broadcast.

A public relations campaign does not involve writing one press release and then sending it to media outlets around the country. Securing consistent coverage in the media requires a variety of story angles and several press releases that are specifically targeted to certain newspapers, magazines and broadcast outlets. For example, a business journal would likely not be interested in a press release about a real estate developer’s interesting hobbies. It would more likely be captivated by an entrepreneur profile idea on how he built his company. This further illustrates why, in public relations, distance is not an issue, but the right ideas and tools are.

In a sluggish economy, many companies spend their money on PR instead of advertising

When the economy is sluggish and businesses trim expenses, marketing-related activities are often the first to go. Instead of cutting marketing altogether, many companies are finding that working with an independent publicist, instead of an advertising agency or a large public relations firm, is beneficial.

"In challenging economic times, many businesses tend to reduce or eliminate advertising expenses and implement or increase PR dollars,” said Jeff Louderback, a former reporter and editor who is an independent publicist based in the Cincinnati-Dayton-Columbus, Ohio triangle. His PR blog is www.jefflouderback.typepad.com and his web site is www.writeperceptions.net.

“Public relations is a fraction of the cost of advertising, and when you hire an independent publicist, you pay lower rates because that publicist has a limited overhead. “In addition, when you work with an independent publicist, you work directly with someone who has extensive professional experience,”said Louderback, who has 18 years of experience in journalism and PR. “Your account is not given to an account executive who is just a few years out of college.”

Public relations is not only less expensive than advertising, but also an effective public relations campaign that generates favorable exposure through newspapers, magazines, TV stations, radio stations and the Internet has a wider reach than word-of-mouth alone. In addition, the public lends more credibility to articles they read and stories they hear about your company than advertisements they read and see.

“With PR, a company can increase its public awareness and personalize its story at a cost-effective rate,” Louderback said. "It is important, especially in slower times, to spread your message to potential customers and let them know what you’re all about. Public relations makes this an affordable option.”

People often confuse PR with advertising, but the two are dramatically different. Advertising places ads while PR places news. Both are designed to elevate consumers' interest in a product or service. Both often use the same media – print, radio and television and the Internet. This is where the similarities end.

The ultimate goal of a public relations campaign is to get a company noticed, and to attract business. A flattering article in the local newspaper or regional magazine creates a celebrity status for the person or place profiled.

Some people believe that they can write a press release, send it to the media and watch the publicity from published and broadcast stories pour in. If that was the case, then publicists wouldn’t exist. Effective PR is an art that involves writing well-crafted press releases with story angles that interest the media, not self-serving marketing verbiage. There is nothing more irritating to reporters than receiving poorly written press releases with no newsworthy angles.

“The ultimate goal of a public relations campaign is to create and maintain a buzz about the client’s business, build the client’s credibility and save the client money over traditional advertising alone,” Louderback explained. “Like advertising, PR requires a time commitment because coverage doesn’t happen overnight, but in a tough economy when many businesses have a limited marketing budget, PR is an ideal choice.”

POPS Inc. prepares selected high school students to become an asset in the workplace and the community

“There is gold in every child. Some just need more polishing than others.”

Those are the words of Dwight Mitchell, who is executive director of Professional Opportunities Program for Students, Inc. (POPS), a non-profit, 501(c) (3) community-based organization that provides educational, life and workforce developmental skills, and paid internships for high school students between the ages of 16-18.

 

“The objective of POPS is to motivate a culturally diverse group of students to complete their high school education and prepare them for future success,” Mitchell said. “We are creating new leaders in the community, preparing them to be an asset in the workplace and the community.”

 

When POPS was founded in 2001, it exclusively offered summer internships. This is the first year that the Orlando-based organization provides year-round programs for its students. Currently, there are 200 students in the program, most of which attend Jones, Evans, Oak Ridge and Dr Phillips high schools.

There are guidelines students must meet to become part of POPS. They must be between 16 and 18, enrolled in a public or alternative high school, and live in Orange or Osceola County. Prospective members also must be drug free and receive a recommendation from their high school counselor, minister or a community leader. Admission requirements also include signing a contract to meet all program expectations (such as maintaining a minimum 2.0 grade point average and staying out of trouble at school and in public).

A key part of getting selected to participate in POPS involves the writing of a one-page essay that describes why the students should be chosen, what they expect to gain from the experience and how will they apply that knowledge, and what they believe they can contribute to the program. Parents must sign a contract stipulating that they will attend a minimum of three parent/teacher conferences and ensure that their child will report to work on time, attend school regularly and be present at all POPS-sponsored workshops.

“In our society, children face many temptations and potential obstacles. POPS gives them an alternative to being on the streets after school and during the summer when it’s easy for them to hang out and get into trouble,” said Toney Smith, who is the community coordinator for POPS. “The year-round program gives us enough time to mold the children, help them grow and better prepare them for life when they graduate from high school.”

 

Job skills readiness is a vital element of POPS. Students complete seven workshops that prepare them to work in a professional office environment. These workshops involve financial management, presentation skills, dressing for success, writing resumes and preparing for job interviews, health awareness, a leadership course and behavior modification training (which includes how to work in a team setting).

 

POPS organizes an Emerging Business Tour, a one-day event that exposes students to Orlando-area businesses that are entrepreneur driven. Business leaders talk to the POPS members about the challenges and rewards of business ownership. When students are accepted into POPS, they are given a career assessment to determine what line of work for which they are best suited. The career assessment, and the Emerging Business Tour, helps the organization place each student in the most appropriate summer internship. POPS recruits businesses for the internship program and pays the wages.

 

“Most students do not make the correlation of how succeeding in school today will help them achieve their ambitions for the future,” Mitchell explained. “The career assessment allows us to gauge their interests, and the Emerging Business Tour gives students a chance to gain a better understanding of different careers.

 

“The benefit extends beyond learning more about a particular profession, though,” Mitchell added. “Students get inspired, and they realize that if they want to become a success in a career down the road, they need to focus on excelling in the classroom right now so they can get an advanced education that will allow them to achieve their respective dream.”

 

POPS also sends students to the leadership and careers portion of the Disney Y.E.S. program. In addition, there is a college tour, which is set for March 5 and includes visits to Florida State University, Florida A&M University, the University of Tampa and the University of Florida.

 

On April 25, POPS will host a Teen Summit, which will include a job fair and appearances from yet-to-be-determined celebrity speakers.

 

To qualify for participation in the Emerging Business Tour, the Disney Y.E.S. program and the Teen Summit, students must meet performance benchmarks established by the organization.

 

All of the workshops and special events are designed to inspire POPS members to become better students and citizens. As part of the program, students volunteer at charitable organizations like Second Harvest Food Bank and the Salvation Army. 

 

POPS recognizes that “the whole child” needs polishing to prepare them for a successful life in the workplace and in the community. This is why the organization involves community leaders, business mentors and counselors in the program. In fact, every POPS member receives one-on-one counseling to help with their academic and personal lives. Many of the students live in one-parent households.

 

“Kids are kids, regardless of their background. With proper training, guidance and support, they can be inspired to set goals and achieve them,” Mitchell said. “Through their experience with POPS, we believe these students will become successful businesspeople and citizens, and set positive examples for the generations that follow.”

Personalized pet mats allow owners to express love for animal friends and keep home tidy

Americans are passionate about their pets. Our animal friends are part of the family, and like many members of the family, they are sometimes messy. With this in mind, The Personalized Doormats Company (www.personalizeddoormats.com) introduced a line of pet mats ideal for keeping the food bowl area tidy. The mats are also useful for litter box areas and pet doors.

 

Alan and Jill Mecca, the husband-and-wife entrepreneurs who own The Personalized Doormats Company, are ardent pet enthusiasts. The couple who has three children (Daniel, 11; Katie, 9 and Elise, 5) also serves as foster parents for dogs and cats. For every pet mat they sell, the Meccas donate $2 to Paw Partners, an animal rescue organization in Central Florida, where The Personalized Doormats Company is located.

 

“We’ve found that, since pets of part of the family, people like to have personalized items around the house that feature their pet,” Jill Mecca said. “These mats not only keep the pet areas in your house cleaner, but they also allow you to show just how much a part of the family your pet is.”

 

The personalized pet mats range in price from $28 to $49, based on size and material. Blank pet mats are available for $18.

 

Dog enthusiasts can also order a personalized mat based on their canine companion’s particular breed with the Googly Eyed Dog mats. Part of the company’s Write Your Own Mat series, the Googly Eyed Dog mats feature logos designed by artist and illustrator Chris Brock. They are durable, rubber backed mats that a 2’-by-3’ in size and $74.

Small retailers expect welcome sales jolt from Free Shipping Day

When the inaugural Free Shipping Day was held in December 2008, retailers embraced the event because it extended the online holiday shopping season and created substantial exposure that the merchants otherwise would not have seen. This is especially true for small retailers, many of which set single-day sales records and web site traffic. Because of this, it is no surprise that most retailers that participated last year have signed up for this year’s Free Shipping Day, which is set for Thursday, December 17. Last year, 250 merchants participated. The number for this year’s Free Shipping Day is 585 and counting.

 

“We received an enormous amount of online, print and broadcast media coverage, and that created awareness for Free Shipping Day and the retailers that participated,” Knowles said. “Smaller merchants especially benefitted because it was free exposure that introduced them to consumers who could become repeat customers.”

 

Free Shipping Day (www.freeshippingday.com) represents the last possible 24-hour period when online shoppers can place their orders with guaranteed delivery by Christmas Eve. The event has attracted the major retailers that have deep marketing budgets. For smaller merchants, Free Shipping Day has emerged as profitable in many ways.

 

Julie Swatek, who is founder and president of Scrap Your Trip (www.scrapyourtrip.com), was hesitant to try free shipping until she learned about last year’s Free Shipping Day. She decided to participate, giving customers free shipping on orders of at least $59. The result was a 92 percent increase in sales over the previous day.

 

“We were so stunned with the response that we had to work overtime to fill the orders,” said Swatek, whose company sells travel and scene-specific scrapbooking materials. “This year, we know what to expect, so we are working hard to make sure we are completely caught up so on December 17 can just focus on orders generated from Free Shipping Day.”

 

Swatek was so impressed with the response created by Free Shipping Day that she decided to implement free shipping for customers at the beginning of 2009. As a result, Scrap Your Trip’s average order has increased 23 percent over last year.

 

Kari Kraichely of Charm Boutique (www.charm-boutique.com), which sells handmade jewelry and gifts, said her site set a single-day record for traffic because of its participation in last year’s Free Shipping Day. In preparation for December 17, Kraichely has increased her staff to fill the anticipated orders.

 

“We don’t have the marketing budget of a big retailer, so Free Shipping Day represents a great opportunity to increase our customer base,” Kraichely said. “We already offered free shipping before we participated in last year’s Free Shipping Day, but since the event gave us exposure to people who didn’t know about us, we had a lot of repeat sales throughout the year.”

 

Knowles expected a favorable response from retailers and consumers last year, but he didn’t anticipate the overwhelming interest that the event actually received. The FreeShippingDay.com web site saw 250,000 hits in a 10-day period, including 100,000 on the actual day itself.

Free Shipping Day is enticing retailers and consumers alike

Ft. Collins, Col. – Now that Black Friday and Cyber Monday have passed for another year, retailers are searching for a way to extend the holiday shopping season, and procrastinating consumers are looking for options to find that last-minute gift. It’s a perfect time for Free Shipping Day (www.freeshippingday.com).

Set for December 17, Free Shipping Day represents the last possible 24-hour period when online shoppers can place their orders with guaranteed delivery by Christmas Eve. More than 450 retailers have already signed up to participate, eclipsing last year’s final tally of 250. Free Shipping Day creator Luke Knowles expects the number to surpass 500.

“Numbers show that online shopping dramatically slows after December 12th,” Knowles said. “Free Shipping Day encourages people to continue buying items online later into the month of December, and obviously this is appealing for retailers.”

Knowles - who created FreeShipping.org with his wife, Maisie, in 2007, hatched the idea for Free Shipping Day in just two weeks before the event last December. In an abrupt brainstorm, he thought that retailers would relish the opportunity to extend the online holiday shopping season, which typically peaks in early December because consumers are concerned about their gift orders arriving to their intended destination in time for Christmas.

Knowles expected a favorable response from retailers and consumers last year, but he didn’t anticipate the overwhelming interest that the event actually received. Free Shipping Day attracted more than 250 merchants and the FreeShippingDay.com web site saw 250,000 hits in a 10-day period, including 100,000 on the actual day itself.

“This year, we have had all year to prepare for Free Shipping Day,” Knowles said. “We know more what to expect and merchants know what to expect. They had a good experience because of all the traffic they received during last year’s Free Shipping Day, and more exposure leads to more interest from retailers.”

Free Shipping Day will be even more attractive for consumers because a higher number of retailers are offering free shipping on all orders.

“Merchants asked how they could get better placement on the Free Shipping Day web site, and we are giving them a more prominent location if they offer free shipping on all orders,” Knowles explained.

“We would like to reach point where the majority of retailers are offering free shipping on all orders,” he added. “That will make better experience for shoppers because there will be better deals.”