Paying it forward. One 2018 resolution at a time.

At Ipex I talked about how you ought to give back what you get. I offered mentorship during my presentation, but wanted to do more. (btw the Ipex video and presentation should be available soon, keep an eye out for their communication. And my offer still stands.)

So for this year's good cause, I decided to sponsor print:

1. I'm a big fan of fantasy. So I supported an aspiring novelist who wants to see her story in print. And it's a children's book, no less. Anyone who's trying to motivate the youth to read and learn, needs to stay motivated too. Can't wait for my hard copy.

2. A local charity initiative offering the coolest textile print. Every year, Belgian radio station Studio Brussel hosts "De Warmste Week" ("The warmest week") during which anyone can put in an extra effort to help those less fortunate. My home town launched the "Nienofs veer au lauif" initiative where they print token phrases in the local dialect on applications, like a sweater, lanyard, tote bag. Combining local dialect #wordlove with a cool application? How can I not support? This is downright brilliant, kudos to the marketing genius that came up with this. (To be fair Mister T started it) You'll soon see me sporting my "Lèrre" sweater or running errands with my "kommisjes" tote bag! (Lèrre is a local affectionate dialect term for a scoundrel, kommisjes means groceries)

Up next - practice what I preach. Improve my own SEO for a change. Stay tuned. 

So tell me, are you paying it forward and if so, what are your 2018 resolutions?

Facebook reviews - is the customer always right?

Facebook reviews – dreaded criticism or welcomed praise. What turn will it take? I’m not opposed to using Facebook reviews if you’re confident as a business that you’re continuously striving to deliver a superior product or supreme service and that you’re willing to enter in an open communication with your customers. If you’re not, do us all a favour, avoid your next rage fit and turn them off.

It’s Facebook, a biased momentum posted in the heat or enthusiasm of the moment. Think carefully how you want to go about.

Two years ago, my family regularly visited a restaurant not far from our home. Food was lovely, service OK, wine card excellent. We spent many a family evening there, left handsome amounts on the table, rarely hesitated to recommend to others and I liked the page on Facebook. One night, we waited over an hour without drinks, water, nibbles or even a welcome greeting. With a hungry four-year-old. We left and granted, in the heat of the moment, I withdrew my like and wrote my first ever mildly negative review. Months passed, no (Facebook) response. 

On a particularly busy Saturday night 1,5 years later, I had forgotten all about my review. I called, made a reservation under my name and thought nothing more of it.

As we went in, I got ambushed. Foul looks, nasty words uttered between clenched teeth in French in the supposedly Dutch-speaking restaurant as “the woman who posted the negative review.” 1,5 years of social frustration poured out and it was clear within minutes that a two-way communication was not possible. We left. They’re not the only restaurant, I’m not the only customer. There’s nothing more to it.

I just keep wondering why a restaurant would turn to social media to open their customer interaction, but then feel blatantly offended when faced with criticism? If you can’t handle the social heat, better stay in your kitchen. Or turn off your Facebook reviews. Despite me being a heavy supporter of local businesses, I no longer recommend them and I just booked a table to a business group of 20 in another (local) venue. They did not just lose the one customer, they lost my network.

Imagine this rant was posted by an unhappy customer in an international B2B environment. Would this digital squabble reflect your genuine commitment to improve customer satisfaction through unbiased two-way conversation?

If you always want to be right, you’ll most often be doing something wrong.

My review is still up. In the unaltered original format. My communication doesn't work that way.

Stay weird. The podcast turnaround.

I’ve never done a podcast in my life. But I do run.

So when someone recommended I listen to a business podcast series, I thought I’d give it a go on my next run. Or how a routine 3 mile run turned into an epiphany.

After 20mins I was podcast hooked. I found myself chuckling during the run, contemplating my options. I wanted/needed to hear more. So instead of completing my routine run in 10mins, I decided to turn around. That would buy me another 20 minutes of podcast fun.

Well, I sure got more than I bargained for. While listening to phrases like “one out of three business will not succeed, be the weirdo” I found myself actually lost on a route I routinely run on a weekly basis. I could run it blindfolded, just not the other way around.

And then it dawned on me. Instead of always looking forward, why not look backwards?

A lot of companies have grown so much over the last years. Or they haven’t and they stabilized. Whilst focusing on maintaining or growing their business, they forgot all about the efforts it took them to get there. Because when the time is right to start addressing old, exisiting or new prospects again, how do you go about? What is your success formula?

Do wat your momma said: retrace your steps. What was your initial goal when you started the company? What was your mission tagline, your elevator pitch? What were you selling and where did you want to be in 3-5-10 years? And are you? If yes, what got you there? If not, how come and do you care?

Up is not the only way to go (sorry Pixar!). And this definitely holds true when it comes to your company brand and communication.

Retrace your steps, you’ll discover items along the road you may have neglected in the past, but are now easy to revisit and make the most of. (who here has a newsletter that runs as smoothly as it should?) You needn't necessarily reinvent your communication reel. Find a professional to help you assess the past and present situation. They’ll find the right tone of voice and channel that will work for you at this particular point in time.

I always look to the right when I’m running. As I got "lost" on my run, I came accross a wild mulberry bush to my other right. New perspective is gained by daring to reiterate.

Be weird. Stay weird. Give the podcast a go.

Taken from a token youth favourite movie - The Craft.

PR - it’s a work of (he)art.

When I ventured on the PR path in 2006, I had no idea where it would take me. I knew communication, I knew marketing. But PR?

Mind you, after all this time, my parents still don’t know what it is I do. Something about writing and talking to the media. (I’m not  kidding) Well, that flag sure does not cover the load.

I’ve come to love PR, and the international technical B2B markets where I have been able to practice my trade in particular. Technical professions produce gems of fine technique, advanced science and sometimes trivia of sheer genius. Throughout the years, quite some renowned brands have entrusted me with communicating their message to their audience, preferably via the media. It sounds simple enough, but it turns out it isn’t. And as I look back upon this new venture in my life, I realise how much the communication business has changed.

When I started out, print was all the rage. The rise of the online paralel universe quickly shook things up as internet speed accelerated. (I still remember a former contact assuring everyone this online thing would merely be a fleeting faits divers – hm.) Onwards and upwards nonetheless as online and print struggled to find an equilibrium. Digital emerged and social came in guns ablazing. And here we are at a cross-media intersection, with print, online, digital and social all looking for a place on the communication spectrum. Sharing the cookie(s), one community content piece at a time.

Every PR person has it personal preference when it comes to choosing the channels and platforms. I don’t – you choose the platform in function of the content message. Make it work however it should be working.

In presentations, you mostly see B2C references when it comes to big brands communicating wonderfully with their communities. That’s not right, there are many B2B companies who are also doing wonderful things with sometimes limited resources. But more can be done, let’s get real.

Or get reel on board. Because that is how I intend to keep it, whether it’s developing a reel to roll out your story, or reeling in new business for you (or me).

Versatility, diplomacy, patience and some gut feeling – my key traits. I know these trusted counsellors have helped me realise some wonderful projects.

What I tell my parents it is that I do?

I PR things.

Does this enlighten them? Sadly, no.

Is it an exact science? No, it’s a work of (he)art.

The experience comes at a cost, the love you get for free.

Yours,

Maya

P.S. This blog was written on the flight back from Milan, Italy, upon my return from the renowned ITMA 2015 textile show. Torn between the pit and the pendulum, I found myself. I hope it will reel you in too. Get in touch when you’re ready to PR things too.