Gracie Communications

Posted by Lisa Sirkin Vielee

Ask anyone who has worked with me. I LOVE staying organized. I have a task list in my Franklin planner. I have calendars online and on my refrigerator. I keep Post-It notes of things to do all over my desk.  Some call this Type-A control freak. I call it being prepared.

I apply this freakish methodical approach to my work projects as well.  For more than 20 years, I have some version of a production schedule to keep projects progressing and teams on task. Whether you use a third-party program like Basecamp, go to Google for shared calendars, or just have an Excel spreadsheet, there are many benefits to using a scheduling tool.

1. Deadlines create a sense of urgency. It is human nature to procrastinate. I don’t know about you, but there is nothing like a schedule – and people checking it – to keep me on task.  With a production schedule, you can know what to work on and when.

2. A schedule keeps the whole team on the same page. Very few marketing projects are done by only one person. Whether you are in corporate communications, a large agency or a freelancer, you may have a designer, web developer, editor, or account supervisor involved in the work. In this day of virtual offices, you can’t count on a weekly, in-person team meeting to stay up-to-date. There are several great (and sometimes free) online project management tools to help.

3. A schedule keeps the client accountable as well. Customer input is a necessity for effective marketing and public relations products.  Interviews have to happen. Photo shoots are scheduled. Vacations have to be accounted for. The C-suite has to sign off on the copy. Etc. Etc.  Be sure to build in time on your production schedule for the client to complete her own work. And make sure he also knows that his tardiness has an impact on the whole schedule. (Say it in a nice way.)

4. Deadlines help create priority. A production schedule is as much for your other clients as it is for the customer who is receiving the final goods.  Having a good scheduling system helps you manage multiple projects and the time you spend on all of them.

5. Without a schedule, who knows when you’ll get the job done? An ambiguous deadline is not something you find in the retail industry. Imagine ordering a Christmas present from Amazon.com and NOT being told when it will arrive? So why should it acceptable for professionals to hedge their bets and not give a delivery date for, say, website copy or new signage?

Yes, any project schedule can be flexible. Things do happen that require deadlines to shift. But you have to start with a deadline in order to know if you have to move it.

A good friend of mine once told me that he liked to surround himself with people smarter than himself. He said we’d all be in trouble if he were the smartest person in the room. While there is plenty that this friend is the smartest about, I have taken that advice to heart and try to hang out with ubersmart people. I’ve found the really smart ones are also the ones most willing to share what they know.

That was definitely the case at Blog Indiana 2010. The two-day conference was filled with smart presenters who gladly shared their knowledge and expertise with everyone in the room.  With 35 speakers, I wasn’t able to attend every session but there were two in particular that stood out. (more…)

 I had the honor of speaking at Blog Indiana 2010. My session was about why using a community of real people might be the right strategy for your organization’s blog. After creating and managing the FitCity Moms blog, I am a firm believer in letting your own consumers be a voice of your brand.  But doing that also means giving your consumers control over your brand.

Here’s the thing about control…it comes down to trust. Can you trust a bunch of people to stay on message? But then again, can you entrust your message to those within your organization? (more…)

Last week, I had a client, who wants to be better known in the market, pass on a sponsorship opportunity because they didn’t think they would get a whole lot of media mileage out of it. The sponsorship meant getting access to eight key companies, working in partnership with a major university and a handful of influential state and local agencies, and being included in a wide swath of social media strategies. But the client was right – they most likely were not going to get a major media mention from it. (more…)

You’ve spent ample time on customer research. You understand your audience demographics and psychographics. You may have even hired a designer to help you present your product in the best manner possible. You are confident that you can present your product or experience in a way that will resonate with your customers. 

If you gave your customers a camera, would they see what you want them to see?  (more…)

Over the holiday break, I had a conversation with my teenagers about how boring their lives are. My daughter suggested that if life were just more stimulating, teenagers wouldn’t have to work so hard to create drama.  They crave the excitement that comes from a constant stream of break-ups, make-ups, new clothes, new electronic toys, hot gossip, etc.   

Unfortunately, a number of businesses approach their communications strategy just as teenagers approach high school, seeking out the rush of being first, being popular, being the best. (more…)

Carmine Gallo, a columnist for BusinessWeek.com, has written a new book, “The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience.”  The book, which came out last week, has some fantastic tips for anyone who give presentations or makes frequent new business pitches. There is one tip in particular that I think is worth repeating. (more…)