Public Relations Princess

Jess Held and Josh Fleming My Guests Today on PRP

Jess Held, Executive VP of Client Service at Lessing Flynn is my guest today on Public Relations Princess. Held was previously the Marketing Communications Manager at Vermeer Corporation in Pella, Iowa. A graduate from Central College, she also founded Studio 104, a design and advertising firm located in Pella.

Held brings an extensive marketing background to the firm – including experience in advertising, public/media relations, event planning, strategic marketing planning and product launch marketing. In her role at Lessing-Flynn, Held develops and implements branding, marketing and public relations strategies for Lessing-Flynn clients.

She's bringing Josh Fleming along. Josh is the Digital Manager at LF and a good pal of mine. Always a great source of comic relief, Josh is in charge of managing digital strategy and execution and is also the driving force behind LF's social media offerings. Lessing Flynn has a corporate blog that rates the best and worst of advertising campaigns in Iowa and beyond, and is an acute observer of the world of social media. Word!

Tune in to MacsWorldLive.com at 4 p.m. If you have any questions for Jess or Josh, just tweet me @clairecelsi.

White Papers: A Value-Add for Your Client

Writing a white paper is a great way to add value to your client relationship. When you've done a great job on a research project and have a great story to tell, there is no better tool to generate credibility for your point of view.

If you've spent the last month of your life immersing yourself in your client's business, you know what you're talking about. So compile a summary of what you've learned in the form of a white paper and present it to your client. Trust me, they'll be impressed.

Here are some tips from Stelzner Consulting on how to write a great white paper:

1. Know your audience: A good white paper will quickly identify a problem or concern faced by your reader. If you don't grab their attention right away, they will not spend the time to read it.
2. Decide on an approach: Simply put, you can focus on your own needs or those of your reader. Obviously, the second approach will get you farther than the first, and you will instantly establish credibility with your readers.
3. Add substance: A white paper must contain persuasive information. Some examples of substance include a historical overview and examples of similar problems and resolutions that have taken place in the past.
4. Add credibility: Write objectively as possible (this is no place to brag) and try to quote reputable third-party sources when making claims that involve numbers of any kind.
5. Keep it short: Try to keep the finished document at 12 pages or less. If it's any longer, consider breaking up your topic into separate white papers.
6. Use images, charts and illustrations: Don't use clip art, but stock photos are ok.
7. Break content into small, digestible chunks: Using bullets, subheads and white space can help you accomplish this goal.
8. Add sidebars and callouts: These visual tools add interest and summarize content without adding too much text.
9. Come back to your paper later: Don't write and publish all in the same stretch. Give your mind and your eyes a 12-24 hour break. Gaping holes in copy and flow will be more apparent after a rest.
10. Have an editor review your work: A grammatical error will ruin your reputation with your reader. A good editor can also suggest slight changes to make your words more powerful.