Public Relations Princess

How to Ask for Pro-Bono PR or "Pick My Brain"

Yesterday, I received a call from a very well-intentioned individual who was looking for a very cheap speech. She was willing to pay $100. Through her eyes, I would have been making damn good money for that hour-long speech. What she failed to realize is that I spend hours preparing. I declined, by the way.

Hours later, I received an email asking me for a free social media consultation. It was from an organization that I had never heard of or worked with before. I also declined that "opportunity."

Incredibly, last week, I received a call from the associate of a former co-worker, who asked me to detail a process I came up with in a former job. Yes, you read that correctly. I went directly to the mirror to see if I had the word "sucker" tattooed on my forehead. I was seriously annoyed.

My friend Sheila Scarborough actually has a talk called, "NO, You May Not Pick My Brain, Freelancing in a Freeloader World." I am beginning to see why. Lisa Barone covered the phenomena here in Outspoken Media.

Since I am a benevolent Princess, I'm going to give you some FREE advice on how to ask a social media, public relations or marketing consultant for advice or pro-bono services.

1. Know the person: Ideally, you should already know the person you are asking. Without that personal connection, your request may not garner much attention. That's not to say that the person won't have lunch with you.(hint: recruiting these smart PR pros for your advisory board is a good start)
2. Personalize your request: A nice introductory email with an explanation of what your organization is looking for should be sent directly to the PR Pro. (Hint: don't assign this task to the intern, it should come from a manager, the higher the better)
3. Offer to pay up front: Don't expect to get anything for free. After you describe your project, offer a flat fee for the services you're asking for, and if the public relations professional can help. If they can't, ask if they know who might be able to help.
4. Know what you want: Once you meet with the PR Pro, don't waste their time. Have a really good idea of the timeframe of your project and what the desired outcome is. Have any relevant internal discussions beforehand, so there are no surprises later. Please don't use me to settle an argument, or worse, referree your inter-office argument.
5. Be open to new ideas: If you already know everything, then why are you asking me? If you have already closed yourself off to sugggestions, critique and new ideas, then you don't need me.
6. E-intros: Please don't e-introduce me to people and offer my brain to people I don't know. It'll be painfully embarrassing for you to be rejected, too.
7. It's a time thing! I barely have enough time to do my paid work now. If I had more time, I'd be spending it with my family.
8. It's not personal, it's business. My favorite line from You've Got Mail.

I'd love to have your feedback. Please leave a comment.

How to Choose a Reputable Social Media Consultant: Twelve Essential Questions

Social media is maturing as a marketing discipline and mainstream business owners all over the country are asking for help on how to best implement social media strategies. Some are savvy and have been experimenting in the space for years, most are just waking up to the possibilities and promise.

Social media consultants don't have their own section in the Yellow Pages, on the contrary - even if there was a section - you'll most likely find one using Google or another search engine. How do you choose who is right for you or your company?

First, you have to answer these questions:

1. Do I need individual coaching or coaching for my business or both?
2. Is my company a Business-to-Consumer (B to C) operation? (like a restaurant)
3. Is my company a Business-to-Business (B to B) operation? (like a software wholesaler)
4. What is the budget? (a ballpark estimate is fine)
5. Are there any restrictions to social media success? (a restrictive legal team, an unconvinced CEO or industry precedent) If there is unresolved internal conflict in your company, it could be a deal-breaker, or you might just need some strategic leadership, which a good consultant can provide.

Once you have these basic questions answered, you can begin your search. Once you find a few companies or individuals you'd like to work with, there are some questions that might help you choose someone who is right for your particular situation. Here are the ones I'd start with (and have already been asked of me on numerous occasions).

1. Length of time in the social media space: How long have they been blogging, using Twitter, or helping others create a social media presence?
2. Influence: How many people are following them on these social networks?
3. Reputation: How are they regarded among clients? (ask for references!) Checking their LinkedIn references is another idea.
4. Results: Has anything they've created in the social media space earned results? (ask for case studies or results summaries)
5. Philosophy: What is their philosophy about controversial issues such as "ghost blogging" and astroturfing?
6. Listening Skills: Can the consultant create a customized plan after listening to your specific needs, or do they seem hung up on one aspect of social media based on their own experience level?
7. Company status: Is their business incorporated? Why or why not?
8. Insurance: Does the consultant or company have business liability insurance?
9. Business Partners: Does the company have its own support services (like PR, graphic design and SEO services) or does it partner with other organizations? If "subcontractors" are involved, who are they?
10. Integrity: Does the business have a record of integrity and a spirit of service to the community?
11. Teaching: Are they involved in teaching or spreading knowledge on their blogs or in other settings? Do they participate in seminars for which they are not being paid?
12. Membership in Professional Organizations: Do they belong to their local Social Media Club or another professional organization that can provide them with ongoing educational opportunities?

These are just a few questions to get you started, but don't forget that a gut feeling is worth just as much as a fancy resume or business card. Chemistry is important when working with consultants! They will be entrusted with sensitive information about your business and must have high integrity. Even after your choice is made, don't be afraid to ask questions and challenge their assumptions!

I'd love to hear about your experiences in finding a good social media consultant. Did you run into any obstacles?