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By: Annette Venditti
Communications Ally
The new year is nearly upon us and we suggest taking some time away from opening gifts and eating sugar cookies to create your 2013 New Year’s Goals & Resolutions list for your personal and business needs. Each new year is the perfect time to focus on that “to-do” list that is still not done and add some creative items as we move into the new year.
We have put together 13 suggested Goals & Resolutions for 2013, so feel free to borrow these ideas as well as add a few of your own personal favorites:
1. Get Healthy: Personal & Business – We all know one of the first items on everyone’s list every year is to get fit and healthy for the long-term. Keep this one on the list for your own personal health but try a take on getting your business healthy too. How do you do this? Take a good look at your office space and determine if the layout and items in your office are supporting or hindering a healthy and productive environment. Ask your team about ways to improve working conditions like updating office chairs and adding healthy food and drink options for all to enjoy in the new year and beyond.
2. Review & Refresh: Set Goals – Review business goals you set in 2012 and determine what has been achieved and not achieved. Then, set new goals. Create a plan for these newly revised goals with your team to take ensure these goals are met and delivered in a timely manner. Record and track this list as you and your team work on them and follow-up after each is completed to discuss results, lessons learned, etc.
3. Stay Accountable: Support your staff in developing and putting systems in place. Make sure everyone is held personally accountable to making any approved changes that will keep the team motivated and highly productive. Remember to celebrate success often and review, but also measure the one’s that flop to learn how to change the process in the future.
4. Tools & Assets: Revise & Refresh – Have you read your website lately? How about your Facebook page or printed hand-outs/information packets for cultivating new business? Review all your current assets to revise and refresh them over a scheduled period of time so they will be ready for your next big meeting. Don’t forget about updating staff photos and business cards as we do look different after a few years go by and that scratched out, re-written title on your business card is just not good anymore.
5. Measure. Monitor. Reward. - Set up a procedure with all tasks and projects to consistently measure, monitor and reward those involved. These can be used as quantitative date or analytics in your final client report too. Putting checks and balances into place is a great way to see how things are going and to see what worked and what needs to change the next time around.
6. Explore New Media & Technology - Ask your staff – and yourself – to read and research new media and technology on a consistent basis. Things change rapidly and there are always new and better tools and solutions for doing business for you and for your clients.
7. Make The Right Connection: It doesn’t matter who your audience is, but you need to know to whom you’re selling to and make a point to connect with the right people, not just people in general. Most consumers and B2B buyers alike respond to content and ideas that speak to their interests, so take time this year to make that personal connection and let them really know who you are too.
8. Are You Listening? - At every meeting with staff and clients alike, keep in mind the most important concept is listening. Make it your mission to listen more than anything else next year and then use what you have learned to speak and clarify your points and understanding of the task at hand. (You might also review our recent blog on the passive act of communication – listening, too!)
9. Planned Escapes - Everyone needs a physical and/or mental health break during a busy work week. Try setting aside time to grab lunch with co-workers or meet after work for a early evening stop before heading home, just leave your work discussions at the office. These scheduled mini-breaks are proven to keep our minds and bodies in a more relaxed state allowing us to return to work refreshed with increased levels of productivity. On a personal note, make time for a couples or family “stay-cation” over the year, a week or weekend away with your loved ones will be sure to add years to your life and substantially increase your happiness and productivity levels.
10. Pay It Forward: Giving Back - Are you and your business involved in your local community and with your local non-profits? If so, keep up the good work and if not, this is the year to pay it forward and use your successes to reward those who are in the most need. Find organizations that matter to you personally and contact them to find out how you and your business can contribute and volunteer.
11. Seek Answers: Get Educated – Are there areas of your business where you and your staff are feeling you need more information to become better and more efficient? Take the time to commit yourself and your team to continuing education in your specific field of business. Check into local seminars and groups where you can join and share in discussions and feedback. Don’t forget about online media for more educational tools and group discussions.
12. Expand Your Network: Personal & Business - Are you and your business taking full advantage of business networks like LinkedIn? If not, this year is the year to create a LinkedIn page for your business and yourself where you can make connections with individuals and organizations who may work in the same profession or live nearby. These connections will afford you valuable insight into creative solutions and ideas for increasing productivity, new work tools and networking resources for cultivating and meeting new, potential clients. You will also find this business networking platform adds to your social circle as well as you will find new friends within your connected circle.
13. Big Picture View: Don’t get trapped in the tasks themselves and end up forgetting about the big picture. Be sure to schedule meetings during a project and allow updates on each aspect so there is no loss of view or vision for the end goal. Sometimes walking away for a moment allows our brains to stop and breathe so we can then easily see the issues and solutions
Go ahead and start building your 2013 Goals & Resolutions list today! If you need help with any of your 2013 goals, feel free to contact us. We’re just an email or a call away.
By: Alex Fernandez
Internet Marketing Strategist
I can remember the morning very clearly. It was mid-fall 2011. Samantha walks in 
with a new flavor of Starbucks coffee, and a new idea for a PTE food drive called “CAN IT! Putting Hunger in its Place this Thanksgiving.” The idea was to partner with CCMI of Fort Myers and put heels-to-the-ground, gathering donations through a grassroots effort. Together, the PTE office generated more than 500 can donations for CCMI in just six short weeks.
Well, CAN IT! is back, baby – and better than ever. As the (ehem, braggadocio) REIGNING CHAMP from last year, with 175 food donations, I wanted share what I took away from CAN IT!
A couple of my friends and neighbors really floored me with their generosity and willingness to pay it forward. One of the first neighbors I talked to was a friend of mine that happened to be sitting down next to me for lunch. I told him about our goal of 500 items. He explained that he was hit hard by the recession and really didn’t have any extra food or money to buy food donations. However, he DID help in a big way, by talking to some of the other residents in my condominium building. Spreading the word was just as helpful to the cause as donating.
If you cannot donate, then please be sure to share this blog entry with some of your email or social media contacts! Every share counts!
Another memorable conversation was with the owner of a local sandwich shop. I told him about CAN IT! and how we were trying to collect food donations for CCMI on thanksgiving, and hastily committed to getting a donation ready. The morning of the food donation, he had two cases of cans ready to donate. It’s amazing to see local businesses contribute so selflessly.
Probably most memorable, was one of our “office neighbors” who rallied their entire office and brought well over 30 food donations. The morning before Thanksgiving, he told us about how he and other close to him had experienced hunger first-hand in the past, and how much they approved of the CAN IT! food drive.
Alex at CCMI on drop off day with the more than 500 cans of food!
So for 2012, we have upped our goal. We are hoping to secure at least 1,000 food donations for our local CCMI food kitchen. What’s great about CCMI is that all donations will be dropped off at the local Fort Myers CCMI and taken directly into their facility, where it will be prepared for those in need.
Please visit the CAN IT page on our website, for donation ideas and drop-off points throughout Fort Myers and Estero. As new drop-off locations open up, we will update our website and share on our Facebook page, so be sure to like or subscribe for updates.
With pantries full of food you’ll never eat, BOGO deals at local grocery stores, and a generous and compassionate community to help spread the word, there is no need for hunger this season! If you want to get involved, by either donating OR opening a food donation location, contact us at (239) 221-2858 or info@getpushing.com.
By: Annette Venditti
Communications Ally
Are you responsible for drafting news releases?
Do you find yourself wondering if you are including all the correct elements, formatting it properly and making it truly newsworthy?
Is the headline grabbing the reader’s attention?
My focus this week is on tips for drafting news releases. Yes, even those of us who have been writing releases for years, might be surprised and find some things you did not know or were not including in the past.
Have you read a great news release recently? If not, take the time and do the research; read some news articles and news releases and find those that stand out based on their headlines, writing styles, etc. Keep them for future reference in your work file. Especially look at ones that are in the same industry as your company and benchmark them.
- Organize Your Story: Draft all the details in an outline form and review them to be sure they are in the correct order for the reader. This is key when talking about an event, as you need to describe all the event activities in chronological order, how to get tickets who to contact for information, and who the event benefits, etc.
- Headline Matters: The headline must communicate your subject matter instantly (should be one sentence and brief as possible) and convey why the content is news and interesting. Write several headline options and mix and match them until you are satisfied with the result. Finding the “call-to-action” in your story is key to a killer headline, so take the time needed to write the best headline for your news release.
- Speak Their Language: Avoid marketing jargon and overused words; just write naturally so your audience can really understand what you are telling them. Search engines DO understand synonyms so to avoid repetitive words, use them with confidence. Using a variety of words will give your content a more natural feel, and have it more relate to your readers.
NOTE: Use the AP Stylebook as your guide for proper formatting and grammar in a news release format.
- Facts & Contact Info: Remember to include all the story and/or event facts simply stated for the reader and don’t forget to include detailed contact name, phone, email, and a website link.
NOTE: Be sure to include working links to websites and emails where the reader can click and connect to get more information easily.
Use this set of tips to get you started towards being the one in your office that writes better news releases. For more resources and tips visit the following links:
- To read and reference news releases posted online visit: http://www.prnewswire.com/news-releases/
- For information on formatting a news release visit: http://service.prweb.com/learning/article/format-press-release/
Still have questions or need help? Contact us!
By: Samantha Scott, APR
Grand Poobah / Owner
Do you have an event or story that you would LOVE the media to pick up, but you’re not sure how to get their attention? With so much going on in the news on a day to day basis, it is important that your event or story stands out from the crowd. Here are some key points to getting your newsworthy event written and noticed!
Writing a Pitch:
There are two types of pitches:
- A pitch based solely on a client’s request, product, service, company, etc.
- A pitch in response to a journalist’s beat or current event. Writing a pitch based on a client or client’s product/service is fairly basic. It’s like writing a news release. You need to include the 5 Ws (who, what, where, when, why & how) and clearly explain why it’s of interest to the media’s audience (readers, viewers, visitors).
Pitching the Story
There are three types of pitching categories: Cold, Warm and Hot.
- Cold – This is where you’ve never spoken to the journalist before and/or you’re not sure they’re the right person to speak with.
- Warm – This is where you know it’s the right journalist for the topic, but you haven’t spoken to them and the story isn’t related to a current event.
- Hot – Lastly, this is where you know the journalist and you have a positive relationship with them or the pitch is based on a topic the journalist recently wrote about, a current event or both.
When pitching a story, keep the recipient’s perspective in mind at ALL times. Is it convenient for them? How are you helping them? Are you giving them everything they need (a quote, access to more information, images, video, etc.)?
Email Pitching a Reporter:
The first paragraph you write is to help build a relationship with the journalist. Show you know the media outlet and the reporter/their beat. This is where tying into a recent article of theirs is appropriate. The second paragraph elaborates on what the story idea is all about. Give just enough info to get them to ask for more. The third paragraph explains and justifies the reason why the story is important and why their readers/viewers will care. The fourth paragraph is your last and should act as a closing with a call to action. This is where you offer value-add like interviews, additional info, etc.
TIP: Always remember to provide your full contact info (name, email, phone, cell phone, etc.)
The Key:
Pitching is about positively placing a client in the media, but it is also about helping a journalist. Today, with trimmed staff and resources, publications and TV stations are nearly always looking for resources. If you can frame it appropriately and it’s timely, pitching can pinch hit for them, establish a relationship with the journalist/outlet and make a client happy.
NOTE: Remember to proof (ask someone else to proof it too) MANY times before sending it and consider your timing. Don’t send it first thing, last thing or at lunchtime! Keep it short and simple!
These points are a guide for you to use and reference as you develop your own writing and pitching style. Follow these guidelines as you move forward and get YOUR next story noticed by the media in the most professional, clear manner. Happy pitching!
If you have questions or need a little help getting your next pitch out, you can always contact us for help. 
By: Annette Venditti
Communication Ally
I just started a Pinterest board and I am loving it! (While the social media team here at PTE has been on for a while, I’ve waited to join.) I have quite a few friends already actively participating so I finally decided to engage the artist/creative side of my brain and join them in this new online image sharing site. As I began creating my boards, sharing and liking images in all my favorite categories, I was quickly hooked by the sheer beauty of all the images and the variety of categories I could find that interested me greatly. That was the first week, by the second week, I ran across an article by Kirsten Kowalski, an attorney, who wrote about why she deleted her Pinterest boards due to a legal concern she had about copyrights and copyright infringement. Yikes.
She basically said that Pinterest’s legal disclaimers (something I did not bother to read, by the way) leave the users solely responsible for any future rights concerns or issues by any contributing artist or photographer who’s images they posted and shared. I needed to find out more (as now I had both my daughters start a Pinterest of their own for creative inspiration!) and did some research and this is what I found and the guidelines I plan on following from now on.
As an artist myself, I am very sensitive to the concept of sharing someone’s work or, heaven forbid, plagiarizing anything written, photographed or drawn by another artist or designer. Check out these basics and read more about how to use this image sharing application in the future. Check out these tips and do your own research as well to ensure that you and your friends and family are safe and inspired daily by this creative and time-stealing application.
- Don’t REPIN, Pin The Original: Re-pinning in this application is simple and quick, BUT there are many images that do not have the original source connected to the image so before you pin to your own personal board, take the time to locate the original source and be sure it’s stated on the image when your done.
- Don’t CUT, COPY or PASTE An Image: If you begin to edit an image you find and share it on a blog or other source, this is potentially copyright infringement and not legal by any means. Share the image on Pinterest as you found it with the original source ALWAYS included.
- DO Always Critique & Comment (Captions): Be sure to include a comment or critique on the caption section of the image for EVERY image you pin and share to your boards. Once you have confirmed and included the original source, by commenting you are offering feedback to the original source or individual who owns the image and therefore contributing back to the image and it’s source.
So, at least for myself, I will continue using Pinterest as I have simply fallen in love with the idea of opening my boards and being instantly captured for hours at a time by images that offer me creative inspiration, artistic and natural beauty, human emotion and more. I leave you with my final words of wisdom, go forth and Pin!
By: Annette Venditti
Communications Ally
Remember the famous quote by Napoleon Bonaparte, “A picture is worth a thousand words?” Napoleon was a man before his time as this holds true today as you are somehow moved on a daily basis when you see an amazing photograph or piece of fine art that just leaves you breathless… and you finally walk away knowing that you are the better for having viewed it.
How do photography and art (graphic design) come into the workplace as you market and communicate using tools like print, video and the ever-changing social media sites? Your goal should be to reach your researched target audience and make them trust, feel and connect with the brand, product or service you represent and really understand who the company is and what they stand for.
I want to share a few key points on how to correctly use photography, art and graphic design in your public relations and marketing mix. These tips will give you the tools you need to look at each project and create the best end product and message for your intended audience.
1. Think. Brainstorm. Create. This basic process must never be skipped if you want your message to be the best it can be. Ask your team to participate in a brainstorm session and let them go back and think about the task at hand, process overnight, etc. Compare ideas in an open discussion and see whether photography, art or a combination of the two is the best path to take. Think beyond the obvious and you and your client will be happy you took the time when you see the results.
TIP: As you develop concepts and ideas sketch them on paper. Really look at the text and image mix and be sure it’s simple, crystal clear and wildly creative. Too much of any of these elements in the mix will add up to a catastrophe that will confuse your audience and not win you any design awards. Research top rated print and social media advertising and campaigns and see what makes them stand out from the crowd!
When the chosen photograph, art or graphic combination hit the mark, you will need very little text to support the message and your audience will love you for it!
2. Hire a Pro. Please. When you need photography or art/graphic design (for an ad or for an event) do your research and hire a true professional to work with you and create the best possible images and designs for your needs. Don’t rely on friends or family to supply what you need, the cost of your initial investment will be more than obvious when you compare the finished product to a less expensive version created by your sister-in-law who “knows how to use Photoshop”. Yikes.
3. The Social Mixer. Social media has given us a vast variety of ways to share photography, text, videos and art/graphics on sites like Facebook, Twitter and YouTube as well as Pinterest and Instagram, two image social channels that have changed how you and I see photographs, graphics and personal inspired interests shared. The same principles apply here, use professional images and graphics and be sure they are clearly stating your intended message before you share with your audience. Facebook Ads is another social media tool that allows you to share brand information and connect with potential customers. Take the time to research this ad platform and see if it might work for you and your client’s needs.
Keep in mind that every client (their brand, product or service) and every project you work on is truly unique unto itself. Challenge yourself and your design team to develop and create innovative solutions for every element and I can assure you this will keep your clients happy as larks and your team will walk away reveling in their hip new “creative genius” status.
Yes, we’ve got another announcement to make! Rounding out our recent growth spurt, we’re excited to share that we’ve added Matt Mernin to our team!
Hired as an Interactive Web Developer, he will be responsible for all web development, coding, design, and email campaigns. He’ll also collaborate with Alex Fernandez, our Internet Marketing Strategist, for other web-based projects.
A lifelong resident of Lee County, Matt has been doing graphic and web design for nearly 10 years. He will soon graduate from Full Sail University with a Bachelor’s degree in web design and development, with a focus on Web development usability and standards.
His skills are timely addition to the marketing mix we offer at Pushing the Envelope, Inc. and we’re proud to have him on the team! You can contact him at matt(at)getpushing.com.
We are excited to share we’ve recently expanded our team! Please join us in welcoming, Susan Frantz!
Susan is our Online Communication Assistant. She will coordinate social media and online communication efforts on behalf of PTE’s clients in Florida and around the country. From Facebook to Twitter, LinkedIn, Pinterest or YouTube, she’ll work closely with Alex to service all of our clients’ online communication needs.
Prior to joining Pushing the Envelope, Frantz worked in the marketing field for a variety of industries including retail and sports management, most notably the Orange Bowl. She is currently studying at Florida Gulf Coast University to obtain her Masters in Business Administration and already has her Bachelors in History from Rollins College and Masters in Education in Sports Administration from the University of Miami.
Want to congratulate her on the new gig? Shoot her an email at susan(at)getpushing.com or call (239) 221-2858!
By: Annette Venditti
Communication Ally
- Your welcome.
- Hello, is this you’re seat?
- The choir singers’s handled that song very well for their first try.
- Roses Bakery Shoppe is the best in the district.
- (The sound they heard was very distant).
- The little girl loved being outside (especially in the summer), she really enjoyed the warm sun and the sound of the birds in the trees (it was her little secret.)
Can you find the grammar mistakes in the sentence examples above? Some are easier than others, right?
The act of writing is a skill we’re taught in grade school, starting first with mastering all the letters of the alphabet, then forming words, phrases and ultimately complete sentences. We were taught the rules of proper grammar, but as writing has become something of a lost art, the rules have become a bit vague.
Additionally, today’s technology has largely affected our writing skills. I have seen, more often than I’d like to admit, the use of 
“text-like” writing in emails and printed materials… abbreviations, no capitalization and other grammatical offenses seem to abound.
I often look at my own writing and wonder why it doesn’t look quite right. I write daily in the form of news releases, blogs, emails, Facebook posts, etc. It’s proof that even in this age of technology, the skill of traditional writing is still prominent – in personal and business applications.
So, let’s brush up on some of the grammar basics. Here are some quick tips to help you avoid some of the most popular grammar mistakes.
Grammar Tip #1
The use of “your” in place of “you’re” is a common mistake that can easily be missed by spell check or even a proofreader.
In my examples above, the first sentence should read: You’re welcome.
“You’re” is the contraction (sound familiar?) for “You are”
So based on this correction then the next sentence should be: Hello, is this your seat?
Grammar Tip #2
The use of possessive “s” and plural possessive “s” is also a common mistake found in writing samples and printed materials.
The rule here is if you have a word that is singular possessive, like a noun or name, you place the apostrophe BEFORE the “s”.
Rose’s Bakery Shoppe is the best in the district.
BUT when you have a plural possessive noun, like a group of people or things, the apostrophe goes AFTER the “s”
The choir singers’ handled that song very well for their first try.
Grammar Tip #3
This grammar issue is a bit more confusing so here are the rules for the use of brackets or parenthesis in a sentence.
When a complete sentence is enclosed in parentheses, place punctuation in the sentence INSIDE the parentheses, like this.
(The sound they heard was very distant.)
If only part of a sentence is enclosed in parentheses (like this), place punctuation outside the parentheses.
The little girl loved being outside (especially in the summer), she really enjoyed the warm sun and the sound of the birds in the trees (it was her little secret).
For all your future writing project needs, always take the time to read through your finished piece a few times as well as ask someone else to proofread for you as a second pair of eyes can make all the difference!
Check out these sites and bookmark them for your future reference; these are great tools to use daily as a great checking tool for all your grammar and grammar rule needs. Go forth and write!
Grammar Girl: http://grammar.quickanddirtytips.com/
The Purdue Owl: http://owl.english.purdue.edu/owl/section/1/5/
Grammar Bytes!: http://www.chompchomp.com/menu.htm
By: Annette Venditti, Communications Ally
I must confess that I am a product of the 90s, a time in my early career when networking and communication of the services my employer offered took the traditional path of print advertising and brochures, direct mail, local/national trade shows, etc. These forms of communicating your brand/business still exist and, but more often they are used in balance with modern forms of networking and sharing information about you and your business.
Today, we have a more interesting challenge as the World Wide Web has offered us massively popular channels to connect with friends, other businesses as well as current and potential clients. I will, however, tell you that some of the same rules apply – especially when we speak of the human or personal connection. Here are some guidelines I have learned to follow in today’s world, which have helped me build relationships and make the long-term connections I was looking to gain.
Make the Connection
Seek out local networking groups and organizations where a diverse collection of businesses attend on a regular basis. Make the time to attend these events on a regular basis as this is your opportunity to listen to others about their business and their personal experiences. These events will give you the chance to share your own story and the passion that drives you towards your own business goals. Also keep in mind who else will be attendance so you can be sure to reach your target audience (i.e. If you want medium to large business decision makers, going to a business card exchange may not be right.)
TIP: Set the standard in your networking process and offer newly made connections information and, if you can, do something for them like introducing them to someone who may be interested in their product or services. This trust- building activity will afford you positive results as I have not met anyone yet who did not appreciate some friendly guidance and professional help and had them NOT remember me for it.
Be “Professionally” Social
Use social connections intelligently and professionally. Facebook and LinkedIn are great ways to connect with other related businesses from which you can benchmark or that you can connect with, as well as to multiple individuals from all over the world who have the same interests and “likes” (Hint: These are your potential clients!). Facebook allows you to set-up a business page vs. a personal page making your company brand more trust worthy and believable. Share information on these social channels that is both informative and educational on a consistent basis and you will see your connections come to life.
Get Involved and Give Back
Are you actively taking advantage of the philanthropic side of your business? Give back any way you or your company can afford, get connected with local non-profits that make sense to you and to your business message while helping those who need it most. Community involvement is a perfect way to create goodwill opportunities and to show your community what you, personally and professionally, stand for. This will serve your public relations efforts well too.
The Bottom Line
Do your homework, get out there and make an effort to create new connections. It’s not often that new relationships are made by someone coming to your front door. You have to make the effort – on your behalf and your company’s. Good luck!
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