365: Communicating in the Digital World Today - with Sherry Goldman

Social Capital

Meet Sherry

Sherry is the founder of Goldman Communications Group an award-winning public relations agency. Sherry works with companies and nonprofit associations and their leadership, helping them tell their stories and effectively reach key stakeholders. The agency offers strategic counsel messaging, media relations, corporate communications, thought leadership programming, community and industry relations, and crisis communication. Sherry is also an adjunct professor at the City College of New York.

What's the biggest challenge for companies today that want to be seen, be successful, and be known in today's business and media environment?

I think the biggest challenge is being seen and being believed, there is so much stuff out there. Okay. And it's so hard to reach audiences because it's such a fragmented communications environment these days, I mean, you can get your news from whichever channel aligns better with your political views or not. So everyone's not watching the same T. Everyone's not watching the same newspaper on social media, which is fabulous. You choose to follow people who support your already known beliefs, interests, or commonalities, and it amplifies in your bubble. So you're not being exposed to everything that's out there. For companies or organizations, it's hard to crack into that bubble. It's hard to reach people who might be interested in what you're doing, or what you're offering, if they're not in your system, so to speak, if they're not following, and then I think the other big challenge and kind of running all over the place is being authentic. People put stuff out there because they want people to have it. But are they authentic? Do they know who their brand is? Is? Do they know who their target audience is? And how are you making that connection and maintaining that connection? I just think it's so challenging in this fragmented environment to build those relationships and keep those that you need as a company and an organization to succeed. And you know, this, Lori because you deal a lot in digital marketing. Companies put stuff out there. And that's important. But are they taking a step back and understanding who they're trying to reach? And I don't mean targeting them with your math. Because your people are very good at targeting but are they understanding the audience? And the audience cares? What's in it for me? And why should I care? So they understand the value proposition for who they're trying to reach. And then really looking to solve that pain point for that problem. And I think that's a challenge. It's a challenge in the environment we're in where everybody wants something immediately what everybody is, there is so much content out there. So you can say that a company necessarily won't be heard of. But if you and three of your other competitors are out there, how is your target? Customer, your target consumer, your target employee, differentiating you from the competition? And that's where public relations or other things have to factor in, you know, you know, what your brand is, but what's your reputation? How are you demonstrating? What you're telling people about your brand is? How are you showcasing it and being a resource? And that's where I think organizations are relying too much upon, at least that's what I've seen as well as just post it out there. And thinking it's out there, and people may know that they're gonna come and believe, and trust. And I think it takes a lot more to get people to believe and trust, we're a cynical society. There's a lot of competition out there. You know, a little plug from public relations which is what I do. And certainly digital and online is a very big piece of the puzzle and thought leadership. But how are you demonstrating that I mean, there's something to be said if someone's heard of three organizations, but one of them was written up about in the newspaper because the reporter thought had prevented it and thought it was smart enough or relevant enough that they wanted to write about the topic, or they showcased you in an article about a trend. And you're quoted, that elevates the reputation that differentiates you from the competition that comes with what we call that third party endorsement, which is someone else saying something about you.

And that's a piece of the puzzle that helps when they've seen your awareness on social media. And maybe they've clicked on your website, and it looks fabulous. But they all look fabulous. So how are they differentiating that article in a newspaper, that piece in the local news, that seminar or speaking engagements that you might have done in the community or the industry might be the point of differentiation to have their say, I'm gonna go with you. And I think that's where that whole marketing puzzle, the puzzle model that public relations need to factor into it to shelf showcase that a company and organization is helpful, is smart, is authentic. And that to me is very, very important.

What are some best practices for getting started?

I'd say take a step back and have a long-term plan because I think everybody thinks it's gonna happen overnight. I'm gonna be on Instagram, I'm gonna have a million customers. And I think that everybody in general, wants everybody to know about them. And there is no such target audience, everybody, you will not be successful if you don't break it into a million things. Because, again, people hear what's in it for me, why should I care? So you may be selling a widget, but why, but a senior citizen may need that widget very differently than a college student, you could be selling gluten pasta, but somebody who has health issues, needs to hear about it very differently than someone who has diet issues. So once you understand who the target audience is and what's in it for them, then you have to understand where they are. Because again, all social media is not the same. I mean, if I'm trying to reach my nieces or college-aged students, we're not finding them on Facebook, that's for sure. So I don't have a great Facebook campaign. Conversely, if you're trying to reach people, 50, and over social media may not be the first place you want to be out there. You know, they're reading newspapers, they're going to community events. So I think it's really to understand who the target audience is, and understand them. So, you can create something authentic, and meaningful for them. There is not one message, there's not one program, and there's nothing that's going to reach everyone, even if you want to reach everyone, you may need five different programs, your b2b is different than you be the same. And the other thing that I would say, and I think most people are very guilty of is don't talk in your industry jargon. I think we're so used to again, in our bubble amplified people that we talk to all the time, we're in our industry, and we're assuming everybody knows what we know. I mean, I'm guilty, I assume everybody knows what public relations are. But they don't technology, people assume everybody understands their jargon. But the potential customers, the potential clients, the professional potential referrers of your business, may not understand it, and they're not going to do the work to understand this. Somebody has put me on an e-blast list for S A S, which has some kind of software every week. And I know that they are software that's very helpful to small businesses. But I guarantee, nobody knows what that is. So no one goes, let me look it up and see if I want their product or service. They hit delete. Now I'm curious, I Googled it, and found out what it was, but really how poor marketing is if your messaging in your email, subject line, your website, talks about things, that someone who needs your services, doesn't know what it is? So they don't know that they need your services. Okay, make your message for the For Dummies series, make your message for dummies. And that goes back to who's your target audience, the people who are referring you the people who are your prospective customers don't have that knowledge, protect, that's why they need you. So if you talk in technology talk or you talk in accounting, a lawyer talk, they're not going to understand they if they don't understand that they're just going to move on. They're not going to do the research. So really understanding that audience and talking to them in a way that is meaningful to them that they'll understand it go, I need that software. I need that piece of legal advice. I need that product or service. That's going to be the most important thing. And I think most companies don't do that. I think we're all guilty of we assume everybody understands it's easy to have one message for everyone. There is enough stuff people will get What I do, and that's not the case.

How do they apply these practices?

Oh, of course, individuals can do it. You are your brand, right? Yeah, fake authors, celebrities, and audit artists. But you are your brand. And you're your thought leader. And I think it's up to all of us to control, and manage what we want people to think about us, okay, it's up for us to tell our story. It's up to us to make sure we are visible, and what we want people to know about it. I'm sure that's one of the reasons you do the podcast, right? It's, it's a piece of what you're managing. So decide what you want to be a thought leader or know about. And then where do you want people to know about it, decide what your brand is, stick to it and tell your story? And I will say that one of the challenges is, when it comes to social media, everyone posts things everywhere. But if you're doing one thing professionally, maybe stick that on LinkedIn. But keep your stuff off of LinkedIn. And maybe just keep it on Instagram. Because if you're looking for a job, if you're looking for a promotion, if you're looking for industry positions are visibility. And people can look at it and either they see your political views or they see things that they think Wow, they're not as grown up as I thought they were, or oh my god, this, that will hurt your reputation. So you have to manage what's out there. And what's visible, and it's a challenge. There's no question about it.

Can you share your most successful or favorite networking experience that you’ve had?

Networking is a tactic of marketing. It's all about making exactly Yes. Yep. So it shouldn't be any different. Listen, I met you through networking Lord, you sure. I've got my first clients from my PR agency, which will be 26 years next month, through networking. My first client came from somebody I had been involved with in the Public Relations Society of America's New York chapter. And he and I had run industry awards programs together. And he said, my wife, is looking for a PR agency to handle a project. Bingo. That's how I got another one. I got my teaching gigs that way. Because I had been in awards judging met someone who said she ran an agency and also a track at Long Island University in public relations. And I'd say I'd be interested in exploring teaching someday. Two and a half years later, my phone rings and she says, Sherry, this is Abby, I have a teaching opportunity for you. I had forgotten I have even said that. And She taught and taught there for seven years. And now it's City College because someone else I know for networking had been called to teach there and she said it was a conflict, to call sherry. So almost every opportunity that I've gotten, has come through networking. Most of my clients come from referrals and referrals or networking. Networking is just putting yourself out there and meeting people and the challenge of networking is staying in touch. The best networking is not selling. I think when I go to networking events, sometimes people are just selling I sell this, I sell this, I sell this who do you know, I? I get standoffish. That's not what it's about. It's about making those relationships. It's about making those connections. It's public relations. Right? It's connecting one-on-one it's showing your smarts it's being a resource, it's being available, and over time and then the network is staying in touch. It will generate everything that you can have

So how do you stay in front of and nurture these relationships you've created?

I'm old school, I call, I write emails, I am that annoying person, I shouldn't say annoying person, that detail person that if we have a conversation, and you tell me, oh, when three months, my husband and I are going on vacation, I'm putting a note in my calendar. So in four months, I can ride, hey, just touching base, and how was that vacation, because people want to be remembered. So I like to make sure I touch base with people at least a few times a year. If there's an article that I see or something that might be relevant to their industry, I'm saying, Hey, I read this today, and it made me think of you let's catch up. So the more that you can remember what they say jot down notes, and then make sure you follow up. So I think the key is just to take the initiative but to be really as targeted as you can.

If you could go back to your 20-year-old self, Bruce, what would you tell yourself to do more or less of or differently concerning your professional career?

I probably should have specialized I was the classic generalist in PA AR and I've done a little bit of everything. And my clients are across the board from Green Tech to consumer products to business services to nonprofits to labor unions. And I love the diversity. But I could never have predicted the world would have focused on specialist specialization. And I get calls from prospective clients going, Well, have you done cookies? We're looking for someone who's done cookie PR. Well, I've done cake PR Well, no, we only want cookies. So I think people are looking for specialization these days, which I don't think is necessarily good. I think there's something to be said for broader thinking and bringing that to the puzzle. But I probably would have specialized more. And then I was really shy. And I didn't speak up enough if I disagreed with something, or take more control of the situation. So I wish I had more of a spine back then. But I do now it just took me a little longer than most.

What advice would you offer that business professional who's looking to grow their network?

Oh, two things. Listen, everybody goes trying to talk talk, talk, listen, be a sponge, and listen and absorb what's around you. And then the other thing I would say is to be a resource. Always be willing to help in public relations. You know, you're always pitching journalists. What if you could be a resource for journalists? So maybe the journalist will say, Listen, I'm not writing a story about your client, but I'm doing it on this topic. How do you know if can you give me some background information, or if they're thinking of writing a story about your client, but they can't just write about your client? So maybe you give them to other companies doing similar schematics and write about the topic in your included? Okay, be a resource. I find too many people in networking going, I don't want to give away free advice. I don't want to give away free 20 minutes to talk to people. Why not? Why not be a resource? This is about demonstrating and showcasing that you are smart, that you are helpful. You have good information, particularly true if you're in the service business versus selling a widget. Be a resource people want to work with people who are available and thoughtful and we need to demonstrate that to be helpful. Make connections with other people. It doesn't always have to come back to you it will come back I guarantee it.

Connect with Sherry

linkedin.com/in/sherrygoldman

goldmanpr.net

facebook.com/GoldmanCommunicationsGroup