Rebuilding Together Miami-Dade Announces “Kickoff To Rebuild” in Coconut Grove

On Thursday, December 3, Rebuilding Together Miami-Dade held a press conference in the historic Coconut Grove community to announce “Kickoff to Rebuild”, an NFL-sanctioned event hosted annually by Rebuilding Together in the Super Bowl host city.

Local dignitaries, sporting celebrities and major sponsor Choice Hotels gathered to announce “Kickoff to Rebuild” event that will take place on Feb. 4, 2010 in Coconut Grove. City of Miami Mayor Thomas Regalado, Commissioner Carlos A. Gimenez, former Miami Dolphin and Hall-of-Fame player Dwight Stephenson, former NFL placekicker Bill Gramatica and others teamed up to make it known in the community that “Kickoff to Rebuild” has been preserving affordable homeownership and revitalizing neighborhoods for 15 years.

Kickoff to Rebuild will include a community clean-up and the revitalization of five homes in the Coconut Grove neighborhood. To date, Rebuilding Together Miami-Dade has rehabilitated more than 70 homes. After the work day, volunteers and community members will enjoy a block-party style celebration for their hard work and dedication to rebuild.

PHOTO: Wesley Truesdell (center with blue shirt), a disabled Army veteran of WWII and Coconut Grove resident of 46 years ago, was chosen for Kickoff to Rebuild because he was ripped off by a contractor who took money, but never completed the work, leaving the home in code violation. Truesdell stands with members of his family in front of his home.

To become a volunteer or sponsor for Kickoff to Rebuild, please visit www.rebuildingtogthermiami.org.

Rebuilding Together Miami-Dade chapter is a 501(c)(3) non-profit foundation that preserves homeownership and revitalizes neighborhoods by providing free of charge rehabilitation services to the elderly, veterans, disabled and low income homeowners. The organization is part of a network of more than 204 affiliates and is the nation’s leading nonprofit working to preserve affordable homeownership and revitalize communities. For more information, visit www.rebuildingtogethermiami.org.

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Rebuilding Together Miami-Dade is a client of Thorp and Company

Etra Fine Art Gallery Invites you to the Nov. 19 Reception Featuring Simona Fedele and Agostino Rocco

On November 19, our client Etra Fine Art Gallery is hosting a reception for an exhibit featuring Agostino Rocco and Simona Fedele between 7 p.m. to 9 p.m. The exhibit features two contemporary artists who experiment with photography as painting and painting as photography. The cocktail reception will be sponsored by another client, Skyline Equities Realty, developer of the exciting new SkyPalace at Mary Brickell Village.

Agostino Rocco is an experimental photographer whose works reflect passion for painting and portraiture. Rocco uses technique to make his figures appear as marble sculptures and surrounds them with iconography of 18th and 19th century portrait paintings. Simona Fedele’s emotive paintings feature the close-up of a gaze or candidly captured moment with different photographic techniques applied artistically to the texture and background of the painting.

Etra Fine Art Gallery is located at 50 N.E. 40th St. Miami Design District, Miami, FL 33137. To RSVP, please send email to info@SkyPalaceMiami.com.

Etra Fine Art Gallery is a contemporary arts gallery located in the Miami Design District in Miami. Etra Fine Art Gallery has a reputation for featuring avant-garde collections by well established contemporary artists. The gallery features a permanent collection of works by internationally renowned artists. Gallery owners Stefano Campanini and Alicia Restrepo opened Etra Fine Art Gallery in 2004 after nearly two decades in Soho, New York City. For more information, visit http://www.etrafineart.com/.

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Etra Fine Art Gallery is a client of Thorp & Company

Client Susan G. Komen Race for the Cure® Brings Record Breaking Crowds

Race for the Cure Attracts Nearly 19,000 Participants in Miami

The Miami/Ft. Lauderdale Affiliate of Susan G. Komen for the Cure® today reported that 18,990 individuals, including more than 900 breast cancer survivors, participated in the 2009 Miami/Ft. Lauderdale Susan G. Komen Race for the Cure®. This is the largest participation in the event’s history.

Despite the current downturn in the economy, the number of participants at this year’s event also made it the largest 5K Run/Walk in Miami-Dade County in 2009. This marks another outstanding year since the first Miami/Ft. Lauderdale Race for the Cure® in 1996.

Some of the major local sponsors of this year’s Race for the Cure® included Publix/Kellogg’s, Macy’s, South Florida Ford Dealers, Chevron, CBS4/MY33, The Miami Herald/El Nuevo Herald, Momsmiami.com, Univision, and Clear Channel.

In keeping with Komen guidelines, 75 percent of the net proceeds raised stay in Miami-Dade, Broward and Monroe counties to support education, screening and treatment in underserved communities. The remaining 25 percent is pooled with money raised by other Komen affiliates for national research grants.

“The support we have received from the South Florida community will allow us to continue to expand our ongoing educational outreach and screening programs in the Miami/Ft Lauderdale and Florida Keys,” said Bobbi Meyers, executive director for Susan G. Komen Miami/Ft. Lauderdale Affiliate. “We are expecting to exceed the $1.2 million raised last year. This money will bring us one step closer to our vision of a world without breast cancer.”

Susan G. Komen for the Cure® is dedicated to saving lives and ending breast cancer forever by empowering people, ensuring quality care for all and energizing science to find the cures. Since its inception in 1996, the Miami/Ft. Lauderdale Race For the Cure® and the Affiliate has raised more than $9 million and has reached hundreds of thousands of women and men through educational outreach. For more information, visit http://www.komenmiaftl.org/.

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Susan G. Komen for the Cure® Miami/Ft. Lauderdale Affiliate is a client of Thorp & Company

Messages for Recession & Recovery

During this economic downturn, we’ve worked closely with our clients to help them get their messaging right. An article posted on the Daily Dog by Frank Zeccola called, “Words that Resonate in Recession and Recovery: PR Messaging Expert Reveals Phrases and Hot Buttons that Move Publics Now,” featuring Michael Maslansky, CEO of Luntz, Maslansky Strategic Research, addresses this notion. Maslansky explains that there are opportunities to use the right kind of corporate messaging to lead your company out of the recession and into recovery. He stresses that it’s not just about what you say and how you say it. You must also consider how the audience will hear your message and interpret it. You need to put yourself in their position and ask yourself: Is this really the message my audience wants to hear? And will they receive it the way they want to receive it?

Six key areas to focus on moving forward:

• Inspiration vs. aspiration. During the recession, focus on stories of everyday people and what they can achieve.

• Responsibility vs. opportunity. In recovery, the language will shift from responsibility to opportunity. Where are the opportunities? How can we think about upward mobility?

• Stability vs. growth. Today, the language of stability is very important. Emphasize your company's stability and stable results in investment. People start looking for more growth in better economic times.

• Control vs. spontaneity. In a recession, it's about smart choices and control. For example, if a company is pitching a product or issue, they have to offer tools that give you control over finances and expenses. However, recovery is more about spontaneity and the fun choices that make you feel good.

• Jobs vs. careers. Right now, people are worried about whether they will have a job tomorrow. In recovery, they have a career, which is rewarding in ways a job never is.

Fundamentally, what this means is that it is important to strategically craft your corporate messages in order for them to be received in the way you want. Your messages should be relevant to your audience’s point of view. This will not only strengthen your communications platform; it will also allow your messages to be easily understood and remembered. The key messages will be meaningful to the audience which will facilitate a strong and loyal relationship.

Client Susan G. Komen for the Cure Miami/Ft. Lauderdale Affiliate to Host Fundraisers – Want to help the fight against breast cancer?

On September 15, Susan G. Komen for the Cure® Miami/Ft. Lauderdale Affiliate and Massage Envy will host “Massage for the Cure,” a one-day event to raise funds for breast cancer education, screening and treatment while also providing people with the health benefits of massage therapy.

Massage Envy clinics will offer $35, one-hour therapeutic massage sessions, and donate $10 per massage to the local Miami/Ft. Lauderdale Susan G. Komen for the Cure® Affiliate.

Interested participants can schedule their massage from 9a.m – 10p.m., Tuesday, September 15 at all participating Massage Envy in Miami-Dade and Broward counties by calling 866-933-3689 or visiting www.massageenvy.com

If a massage is just not for you, the Susan G. Komen for the Cure® Miami/Ft. Lauderdale Affiliate will also partner with the Florida Marlins as they play a double header with the Philadelphia Phillies to benefit the fight against breast cancer.

The game starts at 4:10 p.m. on Tuesday, September 22.Tickets for this game start at $23 and are valid for both games. A portion of proceeds from each ticket purchased will benefit the Miami/Ft. Lauderdale Affiliate of the Susan G. Komen for the Cure®. If you are interested in purchasing tickets, please visit www.komenmiamftl.org and click on events.

Support the fight against breast cancer by enjoying one of these events.

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Susan G. Komen for the Cure® Miami/Ft. Lauderdale Affiliate is a client of Thorp & Company

Client Rebuilding Together Miami-Dade & UM Volunteers Provide Home Repairs to Coconut Grove Family

On Saturday, August 29, Rebuilding Together Miami-Dade, and more than 25 student volunteers from the University of Miami, and volunteers from the Community Improvement Organization Inc. worked together to provide home repairs for a needy disabled family in Coconut Grove.

Tyrone Borden, a retired employee from the City of Coral Gables, is currently on kidney dialysis. His wife, Patricia, retired after suffering from a heart attack and diabetes and is also on dialysis. The couple’s daughter also lives in the residence and suffers from a kidney disease.

Due to their disability, the Bordens have been unable to keep up with maintenance on their home. They were facing fines from the city for not being compliant with code enforcement due to chipped paint on their home and also needed a new toilet and handicap bars so they are able to maneuver around their bathroom.

The volunteers spent several hours repainting the entire exterior of the home, installing handicap bars, landscaping and making other minor home repairs.

Rebuilding Together Miami-Dade chapter is a 501(c)(3) non-profit foundation that preserves homeownership and revitalizes neighborhoods by providing free of charge rehabilitation services to the elderly, veterans, disabled and low income homeowners. The organization is part of a network of more than 204 affiliates and is the nation’s leading nonprofit working to preserve affordable homeownership and revitalize communities. For more information, visit www.rebuildingtogethermiami.org.


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Rebuilding Together Miami-Dade is a client of Thorp & Company

Social Media Becoming a Necessity for Major Companies

A recent article published in The Wall Street Journal about major companies using Twitter demonstrates how prevalent social media is becoming in the PR realm – and it continues to grow. Social media is being incorporated into essential business practices and is also being used in all aspects of public relations; from media relations and branding to crisis communications. It’s becoming a necessity.

Companies like Coca-Cola are hiring social media experts to monitor and help manage corporate image on social sites. This trend is not only about building and maintaining relationships with target publics but also with potential and current clients.

However, social media can be both detrimental and beneficial to companies – they must monitor closely and respond accordingly.

Please follow the link below to read article on The Wall Street Journal.
http://online.wsj.com/article/SB124925830240300343.html

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Thorp and Company

Client Tripp Scott Discusses Florida’s Future with Senator Jeff Atwater

Webcasts have emerged as an effective way to communicate messages to a target audience, and smart companies are using web casts internally and externally to help accomplish their communications goals.

Internally, they can help to create a sense of pride among employees, keep employees engaged, boost morale and cross-sell information with other departments and services.

Externally, they can help to get you in front of a target audience, build your brand, demonstrate knowledge and build trust.

Here's a great example from one of our clients. Tripp Scott uses webcasts to communicate with their clients and prospects, demonstrating their commitment to stay ahead of the curve by engaging the leading players involved in key issues.

This one features Sen. Jeff Atwater. Click the link to watch.

http://www.trippscott.com/CM/Videos/Jeff-Atwater.wmv

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Thorp & Company

Client Susan G. Komen for the Cure® Miami/Fort Lauderdale Affiliate to Host Fundraising Event

California Pizza Kitchen to Benefit the Fight Against Breast Cancer

California Pizza Kitchen (CPK) at Mircale Mile, Pembroke Pines and Ft. Lauderdale locations is hosting a fundraiser to benefit Susan G. Komen for the Cure® Miami/Ft. Lauderdale Affiliate on Tuesday, July 28. Customers can bring in a printable flyer that can be found on the Komen website so that 20 percent of their check will be donated to the Komen Miami/Ft. Lauderdale Affiliate.

Anyone who is interested in participating in the event can go to www.komensmiaftl.org and click on events to download the CPK flyer.

Participants can download the flyer and present it to restaurant servers before they pay their check.

For questions or concerns about the event, contact the Miami/Ft. Lauderdale Affiliate of Susan G. Komen for the Cure®.

Participating CPK are open from 11 a.m. to 10 p.m.

Coral Gables location:
300 Miracle Mile
Coral Gables, Fla. 33134

Pembroke Lakes Mall location:
11401 Pines Blvd
Pembroke Pines, Fla. 33026

Ft. Lauderdale location:
2301 N. Federal Hwy
Ft. Lauderdale, Fla. 33305

Susan G. Komen For the Cure® is dedicated to saving lives and ending breast cancer forever by empowering people, ensuring quality care for all and energizing science to find the cures. Since its inception in 1996, the Miami/Ft. Lauderdale Race For the Cure® and the Affiliate has raised more than $8 million and has reached hundreds of thousands of women and men through educational outreach. For more information, visit www.komenmiaftl.org.
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Susan G. Komen Miami/Ft. Lauderdale is a client of Thorp & Company

Client Susan G. Komen Receives Support from Designer Red Carter

Model sports signature Komen® pink ribbon on swimsuit

Miami-based swimwear designer Red Carter showed its support to the Susan G. Komen for the Cure® Miami/ Ft. Lauderdale Affiliate at the Mercedes Benz Fashion Week SWIM. The designer supported breast health and breast cancer awareness at his 2010 swimwear collection runway show. One of the Carter’s models sported the signature Komen® pink ribbon on her swimsuit during the show on July 17 at South Beach’s The Raleigh hotel.

“I was excited to show my support to the local Miami/Ft. Lauderdale Komen® Affiliate because I truly believe in the cause,” said Carter. “My grandmother struggled with breast cancer and since her diagnosis and passing it has been a very important issue for me.”

Red Carter brand delivers two seasonal swimwear collections a year, in addition to ready-to-wear and mens swimwear. Red Carter swimwear is sold domestically in better department stores such as Barneys New York, Bloomingdales, Intermix, Nordstrom and Saks Fifth Avenue and specialty boutiques in Europe and South America.

The Miami/Ft. Lauderdale Affiliate’s goal is to save lives and end breast cancer forever by empowering people, ensuring quality care forall and energizing science to find the cures. The 14th Annual Race for Cure® will be held on October 17 at the Bayfront Park in Miami. For more information, please visit www.komenmiaftl.org.

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Susan G. Komen for the Cure® Miami/Ft. Lauderdale Affiliate is a client of Thorp and Company

Client Susan G. Komen Expands to Include Monroe County

Client Susan G. Komen for the Cure® Miami/Ft. Lauderdale Affiliate is pleased to announce it will not only serve Miami-Dade and Broward County but is expanding to include Monroe County, which spans from Key Largo to Key West. The expanded Affiliate will bring breast health/breast cancer education, screening and treatment programs in the area. The goal of the foundation is to save lives and end breast cancer forever by empowering people, ensuring quality care for all and energizing science to find the cure.

“We are so excited about our presence in the Florida Keys,” said Bobbi Meyers, executive director for Susan G. Komen for the Cure® Miami/Ft. Lauderdale Affiliate. “The expansion allows us to help those organizations who provide the necessary breast health services and education to the community through outreach and grants.” Meyers added, “Our goal is to assist in creating awareness about breast health and breast cancer.”

The Florida Keys’ lack of resources for women who have been diagnosed with breast cancer has increased in the last two to three years. Susan G. Komen for the Cure® affiliates locate and fund unmet breast health needs in the local communities through extensive community health assessments. The Miami/Ft. Lauderdale Affiliate found that Monroe County would benefit from grants that support programs that reach the medically underserved.

“The expansion will help us offer resources to women who have limited access to healthcare,” said Betsy Langan, executive director of WomenKind, Inc., a unique healthcare facility that offers medical services specifically addressing women’s concerns in the Florida Keys.

Another organization that is looking forward to the affiliate’s expansion is the Florida Keys Area Health Education Center (FKAHEC), a nonprofit organization whose mission is to promote health and wellness through education, health assessments and professional development using partnerships and other contract-funded services.

“Monroe County has never had a program that offers women breast health/breast cancer education, support and treatment,” said Michael Cunningham, director of the Florida Keys AHEC. “With the support from Komen, residents will now have available resources that are needed in this area.”

The expansion of the Miami/Ft. Lauderdale Affiliate, which now serves the Florida Keys, earned the strong endorsement of notables, such as U.S Rep. Ros-Lehtinen; Dr. Sanford Yankow, director of Good Health Clinic; Nelson Lazo, CEO of Baptist Mariners Hospital; state Rep. Ron Saunders ; Richard D. Roth, sheriff of Monroe County; Dr. Nilda I. Soto, director of Open Door Health Center and many more.

“Without the strong support of these community leaders the Affiliate’s expansion would have been impossible,” said Patricia Thomson, new affiliate board member of the foundation. “We are taking the first steps to accomplish our main goal of spreading awareness in the Florida Keys.”

The Florida Keys residents are encouraged to get involved in the battle against breast cancer. For more information, contact (305) 383-7116 or e-mail info@komenmiaftl.org. To learn more about the foundation, please visit http://www.komenmiaftl.org/.


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Susan G. Komen for the Cure® Miami/Ft. Lauderdale Affiliate is a client of Thorp and Company

Writing a News Release Optimized for Search Engines

Tips every business should use when drafting news releases to ensure the greatest visibility online.

Social media is the talk of the town lately, and everyone is trying to figure out the best strategies to increase their Web site’s Search Engine Optimization (SEO) and rank on Google.

One strategy to increase SEO is to draft news releases specifically for online use and distribution. If keywords and links are used properly in a news release and posted online, including to your company Web site, the SEO of the release can increase.

The growing use of wire service, including Business Wire, Marketwire, PR Newswire and PRWeb, and many news outlets moving to online versions, makes it very important for your business to also make a transition from the traditional news release to a version that is suited for online.

Public relations teams can provide assistance in determining what keywords will set your release apart and increase the visibility, while also communicating the desired message to key audiences. The process of using SEO news releases can also increase your company’s Web site ranking in search engines if implemented properly.

When writing a SEO news release, there are a few rules of thumb to consider.

Use keywords throughout the news release but especially in headlines. There are several keyword search tools online that can help you determine which words will attract the most pickup. For example, Google AdWords allows you to search words from your news release and will provide you with keywords related to those words along with the monthly search volume for each word.

Avoid using industry jargon. If the purpose of writing an SEO news release is to maximize visibility and readership from customers, then you need to use terminology that your customers understand and will use in search engines. One way to determine if you have too much industry language in your news release is to ask someone outside of your industry to proof it, and if they don’t understand the language, then you need to change it.

Utilize links. This can include linking to your company Web site or other Web sites associated with some of the keywords or even secondary words and phrases throughout your release. Links are useful in more ways than one – not only will linking to other sites increase the SEO of the news release, but links can also be helpful to your readers who are interested in learning additional information.

Keep content interesting and newsworthy. Although it may take some time to master writing SEO news releases that still convey your message, it is very important to keep your release newsworthy. Without newsworthiness, SEO doesn’t matters. Public relations counsel can be a great asset in this area. A PR team can ensure the writing is strong, succinct and includes the keywords customers are searching.

Practice, practice, practice. Everything takes practice; even drafting a traditional news release takes time to learn. Don’t give up if on the first try your news release is not in the first position on Google search. Be patient and don’t be afraid to ask for help. It’s also a good idea to research various SEO tools and how-to articles online.

Communicating with Employees – what are the best tools and strategies?

In the current recession, anxiety is high and employees are constantly seeking updates from employers about office news, new business developments and the stability of their jobs.

It is more important now than ever to form open lines of communication between senior management and staff to answer questions, calm concerns and ensure everyone is staying informed. Initiating tools and strategies to build internal communication can have many benefits including a boost in company morale in a time when employees feel uncertain about the future.

There are several tools available to small, medium or large employers for communicating with employees, especially with the growth of online social networking.

Weekly Staff Meetings – Staff meetings conducted once a week are a great way to open the floor for conversation among staff and senior management. While this may be a common practice in many small businesses and firms, most often these meetings are not being utilized to their full potential. Management should prepare an agenda, even if it’s simply an informal list of topics to be covered. This keeps the meeting on target and ensures that nothing is left out. This time should be used to make announcements, ask and answer any questions or concerns employees have and listen to any ideas staff may have for improvements in various aspects of the company.

Webcasts – Companies can use webcasts internally to create a sense of pride among employees, keep employees engaged, boost morale and cross-sell information, other departments and services. The webcasts can be posted on the company Web site and emailed to all staff with a short note from the executive who participated in the webcast thanking employees for their hard work and encouraging them to continue producing strong results. Some general topics internal webcasts can follow include: new company initiatives, best practices, information post-crisis and state of the industry.

E-Newsletters – electronic newsletters can be posted to your company Web site, emailed to staff and link to other social media sites. A newsletter helps educate and inform your employees about news and updates related to your company and/or industry.

Company Facebook pages/groups – Businesses can create Facebook pages and groups that employees can join and engage in conversations with one another and senior management who administer the pages/groups. This is a great tool for large businesses with various departments to use since employees in different departments may not have the opportunity to talk and get to know each other. This is also a place where senior management can upload information about company events, news and updates.

Company Twitter accounts – Twitter is the fastest growing social media channel currently being used, and it is guaranteed that some of your employees are already using it. If a manager starts a Twitter account on behalf of the company, employees can follow that feed and have up-to-date information about what is going on for the company in terms of client updates, event updates, office information, etc. This is a great tool for employees who work remotely or travel often, so they are always up to speed on office happenings.

What are some of the tools your company uses to keep employees informed and lines of communication open? How active is senior management at your company in communicating with other employees and staff?

Media Interviews - Delivering Your Company’s Message Instead of Just Answering the Questions

What are the best strategies for getting your company’s key messages across in a media interview, while still answering the journalist’s questions?

Media interviews are a great tool for gaining exposure and building your credentials as an expert. When you participate in a media interview, it is important to prepare ahead of time, and part of that preparation should include focusing on your company’s key messages when answering a journalist’s questions.

At Thorp & Company, we offer our clients media training before conducting interviews. Our media training includes preparation for the news interview; an explanation of how reporters work; a media interview checklist; training on maintaining control during an interview; and support on structuring answers and handling intimidating questions.

Preparing for an interview

Part of your preparation should include developing messages and dynamic sound bites that you can use to maximize your interview time. Before an interview takes place, work with your public relations team to develop at least three difficult questions the reporter may ask accompanied by a platform of prepared answers that will accomplish your agenda for the news interview and answer the reporter’s question. It’s also a good idea to have additional material on hand for examples including case studies, surveys, statistics, etc. This will increase your chances of being quoted and add human interest.

Media interview checklist

It is important to develop at least three “must air” points to cover during an interview. These points should reflect the key messages of your company relative to the interview topic. Remember a few strategies: avoid information overload, satisfy and steer the conversation, don’t repeat negatives and if you can’t answer a question then say so, but offer to find the answer if you can and get back to the reporter.

Maintaining control during the interview

A key strategy to gaining and maintaining control during an interview is by building immediate rapport with the reporter. If you can establish a relationship with a reporter, it is likely he or she will be more open to engaging in conversation with you instead of just getting through the interview. Also, remember to stay focused on your own agenda throughout the interview. If you stay focused on the information you want to get across, it will be easier for you to lead the direction of the interview.

Structure your answers and handle intimidating questions

We provide clients with a basic formula for structuring their answers to get the company’s message across: state your message in 30 seconds or less, support it with additional information and illustrate with examples. This concept, used along with strategies for steering the conversation and conveying key points, prepare the spokesperson to get the most benefits out of every interview.

By using these techniques and strategies, you can maintain control of the interview and will have a stronger grip on handling intimidating questions the reporter may ask. If you gain control early, you should be able to recognize an intimidating question and utilize deflectors to steer away from potentially negative conversation.

Boosting Company Morale Can Have a Positive Effect on the Bottom Line

The recession can impact your business in various ways, including a decrease in clients or customers, slowing of new business development, numerous budget cuts and for many companies a heavy focus on the bottom line. Yet, perhaps there is nothing more damaging to a business than poor morale.

Chances are, you've seen it take many forms - burn out, negative attitudes, internal fighting, and the list goes on. But the result is always the same. Poor morale has a negative impact on productivity which will hurt your business' bottom line.

In today's increasingly competitive environment, here are a few things to keep in mind to help you succeed in boosting your business' morale and keeping productivity to a maximum:

It starts at the top

Remember that your attitude has a big impact on your team. Set the example with a positive attitude and role model behaviors and expectations you want to be emulated.

Avoid burn out

It’s a good idea to introduce fresh ideas, encourage innovation and encourage your employees and teammates to get involved in projects in which they show interest.

Appreciation

Your employees and coworkers want to feel appreciated. Often, a little “thank you” makes a big difference. When offering praise, make sure it is timely and genuine.

Make it fun

Ultimately, employees thrive and find real enjoyment when their emotional and intellectual needs are met. This includes feeling challenged, being able to put skills to good use, being recognized and appreciated and being trusted with responsibilities.


What strategies and techniques have you found to boost internal morale? With the economy in turmoil and headlines constantly voicing layoffs and a recession, is there anything executives can do to lighten the mood in the office without seeming inconsiderate?

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This post was written by Heidi Armstrong, an account director at Thorp & Company, specializing in issues management. Heidi has had a fast-track career with many opportunities to influence public opinion on a national basis. She has experience working with campaign-style public relations efforts that successfully target key opinion leaders and the general public through political response, the media and community outreach. She has helped organizations, businesses and high-profile individuals deal positively with very complex, volatile issues.

Tips for Using Social Networks in a Job Hunt

Are social networks the best place to find a job?

Ultimately the best way to find a job is through networking, and in the current recession where the number of job-hunters is increasing every day, people who are looking for a job need to be resourceful and creative. Looking through the employment section of the newspaper or searching job postings online are no longer the most efficient and productive methods for finding a job.

Social networking is at the top of mind for people of all ages in all professions. Everyone is talking about it, and taking your networking skills online and using social networking sites such as LinkedIn, Facebook, Twitter and Jobster can only increase the results of your job search.
Social networking sites provide numerous benefits and tools to increase your personal brand recognition. LinkedIn is a network of 40 million professionals, 200 million active users are on Facebook and Twitter has more than 11 million accounts.

People on a job search can use each of these sites in a different way to reach the same goal. By establishing accounts and relationships on various social networking sites, you can reach a larger and more diverse audience.

LinkedIn is the most popular site for professional networking. This site provides members access to everyone in their personal network and everyone your connections know as well. When building your profile you can include an online resume that lists your experience, skills, a title and even tags that relate to your industry of expertise. The tags you list become useful when recruiters conduct a general search using keywords specific to your industry. Another tool LinkedIn offers is the Box.net tool that allows you to post documents for online portfolio. Joining industry groups is another way to develop your credentials and display your expertise in the industry. Some of the other benefits LinkedIn provides include:

• search through available jobs posted by employers which are high quality and professional
• request recommendations from previous colleagues and employers that can boost your resume
• request to be contacted about job opportunities

Facebook is similar to LinkedIn, but tends to be more popular among younger generations as a tool for job-hunters. The site originated as a social networking site for friends and family, and it more informal than LinkedIn. One suggestion for utilizing Facebook for a job search is to join groups where you can network and build relationships with other people in your field of interest. You can use your participation in these groups to build your credibility by offering useful information and opinions about trends or timely news issues. It is important to note that even if you are not using Facebook for your job search, you should ensure that your profile is employer-friendly.

Twitter is different because it gives you an opportunity to connect with people you do not know but who are interested in similar topics, industries, are located in your area, etc. by using the search tool. There are several recruiters, companies and industry organizations that use Twitter to post available jobs, including TweetMyJobs which sends automatic updates about job openings. By following these people and building a relationship through Twitter, you may have the opportunity to inquire about new positions and hiring. Twitter relationships are built on trust and conversations. If you are constantly updating your Twitter feed with information about your job search, your followers will be made aware and can offer suggestions, referrals and tips on where to look next.

Jobster is a networking site that allows you to connect directly with employers who are offering jobs. As a member of this network, you can upload a resume, embed a video resume, showcase links to other Web sites, upload a picture and tag industry specific skills. The site also offers a search tool that allows you to search for open positions and connect to the person who posted the position for more information.

While there are great sites that are solely dedicated to posting and searching for jobs, for examples Monster, Career Builder, Simply Hired and more, many of those sites have a fee attached. More companies are moving in a different direction and are posting job positions to their own Web sites and free online social networks before utilizing job search sites. If you are serious about your jobhunt then there is no reason you should not already be online using these social networks.

Networking Etiquette Dos and Don’ts

Thousands of people are on the job-hunt and one of the first things people tell you to do when looking for a job is to go out and network. This is also true for companies who are looking to attract new business and meet referral sources. Yet, how do you know where to go, what to do when you get there and basic networking etiquette to ensure you’re doing it right?

When making the decision to network, it is important to establish why you are doing it. Is it to meet potential employers, meet potential clients, meet referral sources and develop new business?

The first step is finding networking events hosted by organizations within your field or a field that you are interested in working with potential clients. A lot of these organizations will host networking events that are free or have a small cost to attend. One new trend that has become popular with the growth of Twitter is attending a Tweetup event. A Tweetup is a networking event hosted by a local organization as a means for local Twitters to meet and build in-person relationships.

Another outlet for establishing a new network is through volunteering. Not all networking must be done at an event designated for that purpose. Networking is simply going out and meeting new people to build relationships and new contacts.

After choosing where to start in building your network, make sure you are prepared. Never get caught in a networking situation without business cards. You should also be prepared to tell people why you decided to attend the event, what you’re there for, what you are interested in and so forth. It is a good idea to think about these questions before you go, instead of winging it when you are asked at the event. “What do you do?” is one of the most common questions you will be asked, and you should have a no-hesitation, succinct 30-second response ready.

In order for networking to work you need to believe it will work. When you go to an event, try talking to everyone you meet for a few minutes, taking the time to get to know them. Make sure you listen to what others have to say, and do not interrupt or brag about yourself and your accomplishments. When the conversation turns to you and what your industry, interests and skills are, it is important to be honest and fair in your representation of yourself. First impressions are key, and it is important to make a strong first impression by showing interest in the people and event you are attending.

One thing to remember is that you should not act desperate or too pushy. People don’t want to just hear a sales pitch from you, they want to get to know you. Show others at the event that you can bring value to the organization and group, but remember not to promise what you can’t deliver, whether that is resources, time or skills. Again, transparency is key when you are trying to build bonds.

Most importantly, do not get discouraged. If your phone is not ringing or your inbox is not full of offers after your first networking event, it does not mean the event and connections you made are not beneficial. Relationship building takes time. One strategy to stay top of mind of the people you meet to is follow up and keep your new contacts informed about what is going on with your life and business. Social networking sites have made this very easy.

Client UCB to Host Fundraiser to Support Fight Against Cancer

Union Credit Bank will host a fundraiser organized by Teens Team-up Against Cancer (TTAC) benefitting The Children’s Cancer Caring Center, Inc. (CCCC). The TTAC was originally founded in March 2005 as a community service project by seven teenagers: Sofia Escasena, Luis Martinez, Kristin McAlpin, Hillary Miller, Nino Rishmague, Sabrina Rishmague and Bryce Zimmer. Their mission is to bring awareness to the community of the various needs relating to cancer issues.

The event will be held at 7 p.m. on Friday, June 12, 2009 at UCB's main branch office located at 1150 South Miami Ave., Miami, Fla. 33130.

This is the 5th annual art exhibition and fundraiser. The event will include a cocktail reception and fine jewelry sale. Last year’s event raised an excess of $112,500. This year’s event will showcase the works of Santiago Medina, Tania Mercadal, Unique Jewelry Creations by Ana Maria Capablanca and Melli Rionda and Mayi Jewelry Collection. All proceeds will benefit the CCCC, which is the only free treatment center for children with cancer in the southeastern United States. Over the past 42 years, thousands of young victims been saved and had their lives extended through the support and treatment of this center.

Union Credit Bank (UCB) is a full-service commercial bank with locations in Miami and Doral. UCB offers a full range of financial products and services, including home and business loans, commercial real estate and commercial non-real estate loans, small business loans, trade financing products, financial planning and financial advisory services. For more information, call (305) 398-9000 or visit the bank’s Web site at www.ucbmiami.com.

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Union Credit Bank is a client of Thorp & Company.

AMA Seminar: It’s Not Web 2.0. It’s Not Web 3.0. It’s Simply LIFE!

A few employees from Thorp & Company recently attended a seminar about social media titled: It’s Not Web 2.0. It’s Not Web 3.0. It’s Simply LIFE! The seminar was hosted by the American Marketing Association South Florida, Gold Coast PR, Social Media Club of South Florida and Women in Communications. Peter Shankman, CEO/Founder of The Geek Factory and founder of Help a Reporter Out (HARO) was the guest speaker.

Yaneisy Blanco, an employee who attended the event, thought the seminar was helpful in deciphering the basics of what social media is and how people and businesses can start using it.

Shankman discussed several topics concerning social media as a tool, including social networking, viral marketing and ways to use Facebook, Twitter, LinkedIn, etc. for your business and goals.

He emphasized four points that can help professionals ride the wave of social media:

1. Transparency – Basically, companies need to be truthful.

• “If the CEO is on Facebook or Twitter – it better be the CEO or president of the company,” he said.
• Also, if the firm or company is on Twitter or Facebook, it should be clear that the messages are coming from the firm’s voice.

2. Relevance – Ask customers, clients and employees how they like to get their information and news, whether it be through e-mail, browsing Web sites, online newsletters, webcasts, TV, radio or traditional print news.

• The best way to do this is by picking up the phone and having a conversation – not through a survey online or in an e-mail.
• Customers want personalized interaction, and if you give them information and news the way they want it, they will appreciate it and remember you.

3. Brevity – How long do you have to get a client/customer/reporter’s attention?

• You used to have 3 minutes because the audience you were trying to reach was from the MTV era when short video clips that grabbed our attention were 3 minutes long, said Shankman.
• The current generation, on the other hand, that will be writing our news and running our companies, has the attention span of 140 characters (the Twitter era), and you typically have 2.7 seconds to get someone’s attention if you don’t already have a relationship with him/her; this includes reporters reading a pitch.
• The idea is to be relevant and brief.

4. Top of Mind – Create a top of mind presence to be the first person or company that comes to a person’s mind when they need a service or product.

• The simple way of getting to this point is to treat the customer 1% above well, said Shankman. We live in a society where everyone expects to be treated average with slow or delayed service, but if you treat someone just one step above average and give them a little more attention, then they’ll remember you and you’ll be at top of mind.
• We are moving toward a one-network society, meaning everyone is in everyone else’s network someway or another, which will have a serious impact on the both personal and professional lives.

The overall point of Shankman’s discussion was that social media is just another set of communications tools. If you don’t understand them or have a plan to use the tools, then they are useless. First, listen and understand how your audience is using these tools before engaging. Don’t just jump in and waste your time and money. In order to get full exposure and to use the tools to their full power – learn the basics first.

President Patricia Thorp Discusses Use of Social Media with HR Executive

Crisis Communications

Although HR leaders may have been using -- or at least begun thinking of using -- social media for recruiting, project management and knowledge transfer, they may not yet have considered the benefits of using such tools in the case of emergencies. The sooner, the better, experts say.

By Lin Grensing-Pophal

In late March, Fargo, N.D., was faced with the most serious flood threat in its history. The Red River crested at just over 40 feet -- a historic event.

Innovis Health, a 21-location healthcare provider with sites in Minnesota and North Dakota, found itself in the midst of the crisis. While the other major area hospital was forced to close, Innovis remained open, but was challenged to communicate with the public -- and employees, many engaged in community sandbagging efforts.

Read the entire article at Human Resource Executive Online.

Donna E. Shalala Inducted into International Hall of Fame

The International Women’s Forum (IWF), a global organization of preeminent women from government, academia, arts, business and science, announced today that it will induct the Hon. Donna E. Shalala, president of the University of Miami, into its International Hall of Fame.

The induction will take place on October 9, 2009, before a global audience in Miami. Shalala will join the ranks of 60 other women leaders who have received the IWF Hall of Fame Award, including Margaret Thatcher, Rosa Parks, Mary Robinson, Sandra Day O’Connor, Ruth Bader Ginsburg, Maya Angelou, Gloria Estefan and more. The presentation event will recognize the accomplishments and enduring hard work of three influential women toward the advancement of women’s leadership across careers, cultures and continents. The three women include Donna Shalala, Sylvia Earle and Tzipi Livni.

Shalala has more than 25 years of experience as an accomplished scholar, teacher and administrator. She has held tenured professorships at Columbia University, the City University of New York (CUNY) and the University of Wisconsin-Madison. She has served as president of Hunter College of the CUNY and as chancellor of the University of Wisconsin-Madison. From 1977-80, she served in the Carter administration as Assistant Secretary for Public Development and Research at the U.S. Department of Housing and Urban Development and has been recognized as the longest serving U.S. Secretary of Health and Human Services under the Clinton administration. In June 2008, President George W. Bush presented her with the Presidential Medal of Freedom, the nation’s highest civilian award. Shalala holds a doctorate from The Maxwell School of Citizenship and Public Affairs at Syracuse University and a bachelor’s degree from Western College for Women.

The Hall of Fame Awards presentation is the conclusion of the IWF World Leadership Conference that will be held in Miami on October 7-9, 2009. More than 600 international leaders are expected to attend.

Founded in 1982 in the United States, IWF has grown across five continents into 21 nations and 62 affiliated forum locations. Now, 25 years later, there are more than 4,300 women leaders participating in Africa, Asia, the Caribbean, Europe, Latin America, the Middle East, North America and the Pacific Basin. IWF facilitates networking among women of achievement and promotes opportunities for women in leadership to come together to exchange ideas and share insights to better our world.

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Thorp & Company is working with IWF for the World Leadership Conference as a pro bono project.

Client Susan G. Komen Fights Cancer On the Water and Behind the Wheel

In April and May breast cancer survivors and the Susan G. Komen for the Cure® Miami/Ft. Lauderdale Affiliate participated in the fight against cancer by getting out on the water in the local dragon boat race and getting behind the wheel of a Ford.

On April 25 and 26, the second Breast Cancer Survivors World Cup Championship Dragon Boat Race was held in Miami. Save Our Sisters (SOS), founded in 2007, is a dragon boating team comprised of 25 to 30 breast cancer survivors. Dragon boating, which originated in China, signifies unity to the team of survivors. SOS won a silver medal against teams from Australia, Canada and the U.S., but the true victory was the camaraderie within the teams.

SOS’ mission is to show other breast cancer survivors that a great quality of life is possible after treatment by living a positive and proactive lifestyle. Dragon boating is the fastest growing water sport in the world, with more than 200 breast cancer survivor teams worldwide. SOS is the first breast cancer survivor dragon boat racing team in South Florida.

On May 29, about 20 breast cancer survivors, the local Susan G. Komen affiliate’s staff, grantees and board members gathered at Gus Machado Ford of Kendall to test drive a Ford, Lincoln or Mercury vehicle as part of the Ford Advantage Plan. This partnership between Ford and Susan G. Komen is based on Ford donating $20 to Susan G. Komen for the Cure® Miami/Ft. Lauderdale Affiliate for each supporter that test drives a Ford, Lincoln or Mercury vehicle through June 13. The local dealership will also match Ford's individual $20 contributions.

Ford is a founding partner of Miami/Ft. Lauderdale’s Race for the Cure® and an official sponsor of the foundation for more than 25 years. Through “Warriors in Pink”, Ford has captured the true essence of survivorship, while celebrating more than 2.5 million breast cancer survivors, the largest group of all cancer survivors living in the U.S. today.

Costumers interested in test driving a Ford, Lincoln or Mercury vehicle during the Ford Advantage Plan to support Komen, can log on to http://www.fordcares.com/ for more information.

Chief Strategist Peter Whalen Comments on When to Break Bad News in Affluent Magazine

Affluent Magazine

Breaking Bad News in Troubled Times
by Peter Whalen

How and when do you talk about bad news? That’s a question that a lot of CEOs and business owners are thinking about. This recession’s impact on sales, profits, and financial stability can range from a little belt-tightening all the way to looking at bankruptcy. The more severe the problem, the sharper the instinct to not let anyone know about it. Unfortunately, that instinct is usually wrong. The most severe problems require the greatest attention to communications.

Read More

The International Women’s Forum to Host Global Conference in South Florida

The IWF World Leadership Conference is expected to attract women from 50 countries

The International Women’s Forum (IWF), a global organization of preeminent women from government, academia, arts, business and science, announced today that 100 of the most distinguished women in South Florida will host the 2009 World Leadership Conference & Gala in Miami on October 7-9, 2009. An international audience of more than 600 leaders from 50 countries is expected to attend.

The conference will revolve around the theme: Becoming Better…Better World, Better Business, Better Days. Speakers from around the globe will explore the issues and challenges that are confronting our economy to expanding scientific frontiers to co-existing peacefully.

The conference will kick-off with an opening reception at Vizcaya Museum and Gardens featuring welcoming remarks from Mayor of Miami-Dade County Carlos Alvarez and Mayor of the City of Miami Manny Diaz. A luncheon, intimate dinners in Miami homes, informative panels and the International Hall of Fame Awards Gala will take place on Thursday and Friday. Three influential women will be inducted into the Hall of Fame, including Donna Shalala, president of the University of Miami, Sylvia Earle, deep-water explorer who holds the women’s record for a solo dive in a deep submersible, and Tzipi Livni, former vice prime minister and minister of foreign affairs of Israel.

For more information please contact Bryna Jacobs or Rebekah Hudder at 305.446.2700.

About the International Women’s Forum

Founded in 1982 in the United States, IWF has grown across five continents into 21 nations and 62 affiliated forum locations. Now, 25 years later, there are more than 4,300 women leaders participating in Africa, Asia, the Caribbean, Europe, Latin America, the Middle East, North America and the Pacific Basin. IWF facilitates networking among women of achievement and promotes opportunities for women in leadership to come together to exchange ideas and share insights to better our world.

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Using Social Media for Internal Crisis Management

Social media is catching on with small businesses, large corporations, non profits and even some banks. Yet, as active as these organizations are in the social media world with their clients and consumers, what are they doing to engage their employees and internal staff?

With the growth of social media, the news cycle has become shorter and more open to various types of journalism found online as Tweets, blog posts, Facebook status updates, comments on other posts and articles on news sites. Not only should organizations review their crisis management plans to include social media outreach for their external audiences, they should also consider how they can use the tools for internal communication.

By utilizing various social media tools and keeping some basic tips in mind, organizations can interact in two-way conversations with employees faster and more efficiently when a crisis occurs.

Be Available

Similar to a traditional crisis management plan where a spokesperson is made available to the media for responses and updates, the spokesperson(s) and management of a company should also be available to staff and employees if they have questions or concerns. This availability can be through phone, in-person or using social media tools such as Twitter, Facebook and IM. Using these social media channels, management can communicate in real time answering questions, calming anxiety or concerns about a situation and providing immediate updates about what the company is doing to handle the situation.

Be Open and Honest

It is likely that at least a percentage of many organizations’ employees and staff are already engaging in social media in one way or another, whether it be through Facebook, Twitter, LinkedIn, Plaxo, blogging, interacting on message boards and forums, listening to podcasts and viewing webcasts or YouTube videos. Therefore, it is important to establish a presence on these channels with your employees before a crisis occurs. Your employees are going to view and read updates/comments about your company and how it’s handling the crisis on these sites anyway from other users. It will be better for internal morale and for your company’s reputation if you have direct contact with employees on these mediums to communicate your own key message points about the situation.

A great example of why this is important and how to utilize these tools is the Virginia Tech shootings in 2007, and the role social media played in that tragedy. Students, teachers, family and the rest of the world read constant updates and opinions of how the school was handling the crisis via Twitter, Facebook and other social media venues, causing some negative images of how the crisis was handled by the school’s leadership.

Since then, Virginia Tech has initiated several programs for alerting students and faculty during emergencies and crisis situations on campus, including:

• VT Alerts – offers three new methods for alerting the campus community and beyond about emergency situations. The newly developed system will allow students to sign up for the services – they can provide a cell phone number, instant message (IM) contact, or additional phone numbers in order to receive a text message, an IM, or an audio message in the event of a campus emergency. Mandatory sign up for VT Alerts is being considered.
• All students will be notified directly by email during the week of July 2 with detailed subscription instructions, at that time they can subscribe through a website, 24 hour a day, 7 days a week.
• Broadcast e-mails are sent when necessary during an emergency situation to all students, faculty, and staff.

Be Consistent

Although a company may designate one person as the crisis spokesperson, all employees need to know the key messages. This is important because although they are not the spokesperson, they may still share pieces of the information with family and friends, and as the president of a company you want those messages to be consistent with what the company spokesperson is saying to the general public.

To accomplish this, a company can use an internal enewsletter to distribute information about the crisis situation and the message points; they can post it on a Facebook page visited by employees; and the social media spokesperson can post the company’s main message or several key messages on Twitter to get the word out to employees and the general public simultaneously.


It will also be important to incorporate social media into boosting morale after a crisis. This can include the use of webcasts that can be sent by email to employees and/or posted on an intranet system. These webcasts should include an appearance by the CEO/president of the company reassuring employees that the company is okay, what steps they took to manage the crisis and what the company will do in the future to prevent similar crises.

The World of Social Media

Tips on how to make it work for you

At Thorp & Company, we have employed several social media channels to increase awareness of our services, the expertise of our clients and as a new way to build relationships with reporters.

Web 2.0, social media, tweeting – these buzzwords are everywhere, but what do they mean? Social media are online communication and networking venues including blogs, Facebook, Twitter, LinkedIn, Plaxo, Myspace, podcasts, webcasts and the list goes on, that people and businesses are using to create two-way conversations and interactivity with tools such as comment boxes, RSS feeds, recommendations, photo and video sharing, etc.

Last year Thorp & Company started this venture by upgrading our company Web site (www.thorpco.com). This year we have continued pushing forward with several initiatives including webcasts that can be found on our Web site, our Thorp and Company’s Source Blog (http://thorpandcompany.blogspot.com), developing Thorp and Company’s LinkedIn page, Facebook page and starting a Twitter account.

Our engagement in social media has proven to be beneficial for networking, building relationships and raising awareness of our brand. We have connected with several reporters through Twitter and our blog; we have joined and participated in several professional groups on Facebook and are gaining ‘fans’ of Thorp & Company’s page daily; we follow various industry experts’ and reporters’ blogs and Twitter feeds and have seen them return the interest.

We would like to offer some tips that may be helpful when considering joining the realm of social media.

Learn the Basics

When taking a step into the social media world, it is important to understand the basics of Web 2.0 and the different venues. We suggest hosting a training session for the company’s executives who may be more hesitant about getting involved in online activity. It’s always harder for people to accept change and new ways of doing things if they don’t fully understand it.

A training session can include a breakdown of the different types of social media, what industries are most active in each area, the cost of getting involved and how it all works. Social media can be very simple and easy to use as long as you understand its purpose.

Develop a Plan

After gaining a basic understanding of what social media is and learning about the various channels, it is important to develop a plan of how you and your company can use these tools to meet your goals.

The first step in this plan should be determining who your audience is and what channels they are using. Next, you should develop goals that you want to accomplish using social media. These goals should align with your company’s business goals including increasing brand awareness, sales and developing new business. An action plan should be drafted with strategies and tactics you will use to meet your goals. Use a timeline to map out when you will implement each of your social media strategies; for example, the dates and topics for blog posts, deciding when you will create and distribute a webcast and how and when you will announce your emergence into social media.

Stay Active

The best way to ensure you see results from engaging in social media is to stay active. Basic social media takes little investment aside from certain features that can be added for small costs, but it does take time. The amount of hours you invest in social media is your choice, and it’s fair to say that the amount of time you put in is going to determine what you see in return.

Social media is everywhere and everyone wants a piece of it, but is it for everyone and every business? At Thorp & Company we think there’s a way for everyone to get involved in the new movement, even if it’s simply by participating in a webcast and posting it on your company Web site. We’d like to hear how your company is involved in social media and what is and isn’t working. What are the results and benefits you have found by getting engaged?

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The Importance of Introductory Meetings

Why is it important to establish relationships with reporters?

Building rapport and relationships with key reporters is one of the best things a business can do to develop brand awareness and build credibility. It is important for executives of a company to learn how to work with reporters effectively, especially because oftentimes, reporters have specific needs and tight deadlines to complete their stories. When working on a tight deadline, reporters tend to request interviews with sources they have worked with in the past.

There are several strategies executives and companies can use to develop relationships with reporters. One of the most successful strategies is to request an introductory meeting. Whether it’s lunch, coffee or just a phone conversation, introductory meetings help lay the groundwork for a relationship between you and the reporter. Most journalists get hundreds of emails a day, and meeting the reporter you are pitching sets you apart because it puts a face with the email.

An introductory meeting with a reporter who covers your industry results in many benefits, including a positive relationship with the reporter, giving you the opportunity to be an important source and increases your company’s awareness.

It can help you develop a strong rapport: Reporters generally have limited time to find an expert source for a story, and they tend to go to trusted sources. By introducing yourself to a journalist and demonstrating that you are an expert in the field they cover, you have the opportunity to become a valuable source for that reporter. When meeting with a reporter, make sure you offer information on trends in your industry, including data and statistics, to demonstrate you are familiar with current issues and a thought leader in the field. This will help boost your credibility and the reporter will appreciate the time you spent researching and collecting information relevant to their beat.

It is an opportunity to learn about the reporter: Reporters get spammed with irrelevant pitches all day. An introductory meeting not only offers you a chance to introduce your business to the reporter, but it also allows the reporter to introduce his to you. Use this time to learn the reporter’s preferences, including preferred method of contact, typical deadlines, key words they look for in a pitch or subject line, and you can suggest some story ideas to find out what is most interesting to them. Before you attend this meeting, you should do some research on the reporter. Aside from already knowing his or her beat, familiarize yourself with their most recent articles and writing style.

It allows you to keep in touch: Even if you do not have current updates or trends about your industry to discuss, you can check in with reporters to see what they are writing. You may be pleasantly surprised and earn some ink out of it. Staying in touch shows that you have a genuine interest in what they are covering, and this in turn makes them more inclined to call you as a source. Don’t be afraid to drop them a note commenting on recent articles. It’s okay to compliment reporters when they write an accurate and thorough story, and they appreciate when their story sparks a discussion.

Many times people are busy doing their job that they forget the importance of building and maintaining positive relationships with reporters. Time is a precious commodity, but investing a piece of your time in establishing these relationships will help promote you and your business, and can gain you positive media exposure. To start, all it takes is an invitation and a few minutes of your time.

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This post was written by Michelle Fonticiella, the Latin America media specialist at Thorp & Company, specializing in the Hispanic market in both the U.S. and Latin America. Her role with Thorp & Company is to provide public relations counsel and service to suit each client’s individual needs. Michelle has successfully secured and coordinated media interviews with Spanish-speaking media giants, including Univisión Network, TeleFutura Network, Galavisión, Univisión Radio and El Nuevo Herald. She has worked with well-known Spanish-language magazines and newspapers in Latin American cities, including El Nuevo Constructor, El Mercurio and El Norte.

President Patricia Thorp quoted in AP workplace story

On Tuesday we posted a news release on behalf of our client Coverall Health-Based Cleaning System promoting two free webinars the company was hosting this week to help businesses minimize the threat of swine flu. Last week we posted our own informational piece about what businesses should do to prepare for swine flu.

While we've been able to provide our clients valuable service in a number of ways during the swine flu outbreak, we had an opportunity this week to promote our brand in front of a national audience.

Patricia Thorp, president and CEO of Thorp & Company, was interviewed by the national Associate Press workplace reporter about how Thorp & Company and our clients are dealing with the swine flu outbreak. Media opportunities like these are a great way to showcase expertise and elevate name recognition.

The story appeared in several media outlets, both local and national. Please follow the link below to read the article on ABCNews.com.

http://abcnews.go.com/Business/wireStory?id=7521874

The Importance of Integrated Marketing

Tying all of your marketing strategies into one

Integrated marketing communications is the process of developing a strategy to ensure that all aspects of your company’s marketing program including public relations, advertising, direct marketing and sales are using the same message and tone when reaching out to your company’s target audience.

Brand awareness is an important component of any marketing program to establish your business as a major player in your industry. Having a concrete and cohesive message and tone is important when building brand awareness and customer loyalty. If the various parts of your marketing program are distributing different messages to the same audience, your target market will be confused, which can cause your company to seem unreliable and inconsistent.

Even if you have different vendors for each of your marketing channels, you need to forge consistency in message and tone. One good practice is coordinating a meeting for all of the teams involved. Once the key parties have met and conversed, it can help establish a better understanding of how each vendor is contributing to your company’s marketing strategy and unify the marketing program.

Message

Messages coming from public relations should be consistent with the messages coming from advertising, direct marketing, promotions, interactive marketing and so on. Consistency is crucial when branding your company’s product or service. By displaying one clear message across all marketing outlets, your company reflects a strong, reliable brand.

Tone

Not only is the message important, but the tone of your communications should be relevant to your business as well. The tone of your message will define the company’s personality, and it should be clear to your target market.

Brand Advocacy

By conducting a marketing program that is consistent and holds true to what it promises as a brand, your business will build consumer advocacy. Brand advocacy is important because when a brand is recommended by a friend or family member, it becomes more credible. Brand advocates are your company’s most valued customers and can even help market your brand, resulting in increased profitability.

That’s another reason why consistency is so important. If your brand image is professional and reliable like a bank, but your employees can’t answer the phone properly, all the advertising is wasted. If your image is cutting edge cool, but employees in your stores look like accountants, customers won’t trust you. CEOs and marketers need to stay vigilant and gain as much integration and consistency in both the marketing message and marketing tone as possible.

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This blog post was written by Rebekah Hudder with insight from Peter Whalen, chief strategist with Thorp & Company.

Client Coverall Offers Webinar to Help Businesses Prepare for Swine Flu

Coverall Health-Based Cleaning System Offering Free Webinar

to Help Businesses Minimize Threat of Swine Flu

BOCA RATON, Fla.--In response to the growing global health threat caused by the Swine Flu pandemic, Coverall Health-Based Cleaning System announced today that it is offering two free informational webinars for businesses at 4 p.m. EDT on May 7, 2009 and 10 a.m. EDT on May 8, 2009. Hosted by Peter Sheldon, vice president of operations at Coverall, the webinar offers businesses proactive solutions that minimize the spread of illnesses, such as swine flu, in the workplace. Sheldon will discuss the importance of a cleaning program that focuses on germ eradication, regular disinfection of high contact points in between cleanings and the encouragement of hand hygiene.

Coverall Health-Based Cleaning System uses EPA-registered, hospital-grade cleaning products proven effective at killing Influenza A, the virus that causes Swine Flu. Coverall Franchise Owners are fully trained and prepared to provide decontamination services should an outbreak occur.
Coverall Health-Based Cleaning Systems recommends all businesses review their disaster preparedness plan, work with state officials to maintain ongoing communication and infection control activities, and review the current cleaning program to ensure it includes proper disinfection and removal of harmful bacteria and viruses. Coverall offers a free health risk assessment for businesses to determine the presence of harmful biopollutants and illness-causing germs that spread illnesses such as Swine Flu.

To register for the Coverall Swine Flu webinar, visit www.coverall.com/swineflu.

About Coverall

Founded in 1985, Coverall Health-Based Cleaning System is one of the world’s leading commercial cleaning franchising companies with a global network of more than 90 Support Centers and 9,000 Franchise Owners currently servicing nearly 50,000 customers in over 90 metropolitan areas. Coverall Health-Based Cleaning System is revolutionizing the commercial cleaning industry with its scientifically proven cleaning program designed to kill and remove illness-causing germs in our business facilities. In addition to general business accounts, Coverall Health-Based Cleaning System has segment focus on healthcare, education, childcare and fitness markets. For more information, visit www.coverall.com.

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Coverall Health-Based Cleaning System is a client of Thorp & Company.

What should businesses do to prepare for swine flu?

On Wednesday, the World Health Organization increased the swine flu alert level from a 4 to a 5, indicating a pandemic is looming. While healthcare facilities and schools across the country are responding and being proactive to prevent the spread of the virus, non-healthcare businesses should also be prepping their employees and crisis plans in the event of an outbreak in their office or buildings.

Businesses should take this as an opportunity to review their crisis plans and ensure they are ready to deal with the virus so it doesn’t affect business-as-usual. Although the majority of cases have been found in people under the age of 18, according to the U.S. Centers for Disease Control, patients range in age from 8 to 81, and working adults should take extra steps to protect themselves from the virus.

Communication is crucial in a crisis situation. There are several strategies businesses can employ to ensure employees are aware and understand what the virus is, how to protect themselves against it and how the company will handle an outbreak if one occurs.

Awareness

Companies should form a team of managers who will decide how to communicate to employees about the virus, including what it is, how it is transmitted and simple steps to take to prevent the spread of the virus. This can be the same group of people who handle the crisis management at the company. Part of this team’s message for employees should include encouraging them to proceed with a normal daily routine, yet with precaution.

Develop a Plan

Every company should have a crisis plan in place, and a key aspect of that plan should be communication. A crisis plan not only protects the company but also its employees. Having a plan in place prepares your company for good response time and consistent messaging that will promote your company as stable and strong, even when a crisis hits. This remains true for any crisis, including health emergencies.

Communication

This team should also devise a plan that includes a statement that can be used to communicate to the company’s clients, customers and to the public, in the event of an outbreak within the business. The statement should include information about how the company is handling the outbreak, ensuring the area is cleaned properly and other employees are safe.

Also, the company should communicate an internal plan to employees that allows those who show signs or symptoms of the flu to work remotely so as not to spread the virus to other staff in the office.

Businesses should be prepared to answer questions from employees about using sick leave or paid time off and privacy issues when discussing if employees should work from home if they show signs of flu symptoms.

It is important that companies begin to look at these issues and develop a plan now rather than when the virus hits their area or office building. By initiating a plan today to help educate employees and reviewing sick-leave and work-from-home policies, it will help prevent or downsize a crisis later.

Our client Coverall Health-Based Cleaning System specializes in infection control and is helping businesses be prepared for potential swine flu outbreaks in offices. Coverall is offering checklists and educational information about identifying "hot spots" that are prime areas of germ and infection transmission. The company is also offering insight about the proper cleaning methods and materials needed to clean an area that has been infected by swine flu. For more information about Coverall and its services please visit www.coverall.com.